MediaSpark Case Study Example | Topics and Well Written Essays - 500 words

MediaSpark - Case Study Example The estimated target market left the company with no choice, but to choose America and Canada due to the large number of elementary schools. The major problem on the marketing strategy to be used in selling and distributing the product was the main concern. Georghiou felt that it was going to be difficult to convince the educators about the product without trial; they needed to see and try the product before making decisions. The market price of the product was; however, going to vary depending on the country and the user. Further to this, they identified various distribution channels that would handle the distribution and advertising duties (Lionais et al. 24). Although the product sell was successful, the solutions came with various advantages and disadvantages. The use of educational catalogue enabled selling several products to the educational institutions through online catalogues and publications; however, they would not sell Go Venture Entrepreneur in North America through any other channel because he had reached the teachers he had wished to reach. The use of software distribution as an indirect distribution channel was going to give the product a high profile than the text books and catalogues; however, the software distribution channel was highly fragmented with no companies operating in both the U.S. and Canada market. The choice of MarkED was disadvantaged because it lacked a sales force that would complement the catalogue. Furthermore, Georghiou was not sure if it was going to reach the teachers. On the other hand, IBM was technology-based and was already making distributions to schools (Lionais et al. 26). They then made an ag reement on a distribution that would last two years. He also had the choice of using an in-house distribution channel. He was going to hire sales representatives in the two countries to conduct sales, email campaigns, CD demos, public speaking, direct mails, seminars, and catalogue sales. Here, he would make a much

The Mayans, The Aztecs, And The Incas Essay Example for Free

The Mayans, The Aztecs, And The Incas Essay From 250 A.D. to the late 1500s A.D., three advanced civilizations, the Mayans, the Aztecs, and the Incas controlled Central America and South America. Each of them was different but all shared some of the same qualities. They all were civilizations that had a daily life than revolved around religion. Their religions also required a lot of human sacrifices to please the gods. Also, they all invented calendars that were surprisingly accurate compared to the calendars today. One of the calendars was less than a minute from being exact. Finally, they all declined for many different reasons but the Spanish conquistadors was one of the most common and deadliest, due to their advanced weapons and the diseases they brought. But even thought they all had mysterious declines, these ancient civilizations of Latin America were very advanced and had many great achievements. The earliest Latin American civilization was the empire of the Mayans. They controlled most of the Yucatan peninsula and part of southern Mexico. The Mayans were known for their advanced math skills. They invented the number zero and developed a sophisticated counting system; the Incas also had an advanced counting system like the Mayans. Mayans communicated through the use of hieroglyphics. They had over 800 symbols that represented things like words, syllables, days, and numbers. The Mayans were also well known for their new type of farming. They called it slash and burn farming in which they cut down all the trees in an area, then they lit the area on fire, so that the ashes from the trees would enrich the soil and make it better to grow in. the decline of the Mayan empire is a mystery still to this day. The most popular theories are that the soil became infertile, so they ran out of food. Another theory was that they just got up and left and walked into the jungles. The only other possible theory is because of constant warfare between the Mayan city-states. After the fall of the Mayan empire, the great civilization of the Aztecs came into power. The Aztecs centered themselves on Lake Texcoco, in the city of Tenochtitlan. The capital city of the Aztecs was built in the center of Lake Texcoco, with large causeways, which were large sturdy bridges, connecting the city to the mainland. The Aztecs advanced engineering allowed them to adapt to their environment just as the Mayans and Incas did. The written  language of the Aztecs was a combination of hieroglyphics and pictorial symbols. Like the Mayans, the Aztecs language was used for counting, which was more primitive in Aztec culture, days, records, and communication. The Aztecs expanded their empire through military strength. They conquered the nearby city-states, and forced them to pay tribute or face destruction. But later needed for sacrificial subjects led to less aggressive and less deadly military tactics, causing the strength of the Aztec army to diminish. Around the late 1400s into the 1500s, the power and vastness of the Aztecs began to fade. The once calm and under control city-states began to rebel, leading to less human sacrifice and less resources being collected. Also, the conquistadors came from Spain, brining along with them deadly diseases like smallpox, and far superior steel weapons, along with a lust for gold. They soon conquered and destroyed the Aztec empire with almost no effort at all. The Incas, down in the Andes Mountains, never came into contact with the Central American civilizations. They never borrowed any customs or traditions, yet their civilization was fairly similar. They had very advanced engineering skills, which led them to the building of extensive road systems. They also began the idea of terrace farming in which you carve out steps into a hill and farm on the man-made steps. Even though the Incas had no written language, they passed everything down through oral communications. But they did have a complicated counting system in which different sized beads and colored ropes were used to counts things such as military, crops, population, and many other things. The Incas, as did the other Latin empires, had invented a calendar that had 365 days and was kept accurate by looking at the position of the stars, the moon, the planets, and the sun. Due to the complex road system the Incas built, they had to devise a simple messenger system to communicate throughout the empire. Runners would have to travel over twenty-five miles a day to run a message to another runner, then the first runner would have to pass off the message to the second runner and then the first runner would rest. It works somewhat like a relay race only it isnt a competition. In the late 1500s civil war began to break out between the sons of the emperor after he had died. The empire then split into two halves, but it never became whole again and just slowly began to crumble until it was gone. In conclusion, these three civilizations were the most sophisticated in all of the Americas at the time. The Mayans were excellent astronomers and mathematicians, the Aztecs were experienced warriors, and the Incas were skilled engineers. Even though all of the empires had different strengths, they all had some similar qualities. They all built stone buildings, with the Mayans and Aztecs and their well-built pyramids, and they all were polytheistic cultures that practiced sacrifices daily. All of these sacrifices led to a large loss in resources both human and natural. The Aztecs alone would sacrifice a quarter of a million people a year. They all used gold and melted it and made figurines to give to the gods. Soon their empires fell apart and the people of the empire just walked away.

The Us Humanitarian Intervention Politics Essay

The Us Humanitarian Intervention Politics Essay Should the U.S. enter into military intervention in foreign countries for humanitarian reasons. In my opinion, the U.S. government made right decision about intervening with the countries in around the Mediterranean like Libya. Intervention was considered as ancient and well-established instruments of foreign policy as were diplomatic pressure, negotiations and war. From the ancient times, most countries find it advantageous to intervene in the affairs of other countries. Without any intervention to foreign countries, they would have gone through hard times in everything. The U.S. Humanitarian Intervention on Libya was carried out by international institutions and individual sovereign states and had often been related to the usage of military force. Therefore, it was perceived that it was a mean of ways to stop sovereign states from committing human rights abuse to its people. The major purpose of the U.S. Humanitarian Intervention was to provide protection and support to people in Libya. The U.S. was the most powerful nation in the world and had so many resources like army and aids, which made it to have the rights to intervene Libya (Peterson 443). The U.S. Military played roles of peacekeeper, and protector for this humanitarian intervention. The most outstanding way for this conflict was using military intervention because it immediately stopped hostility and ceased the conflict within the nation. Also, there were the issues of economics and structural problem that needed to be fixed in Libya. The U.S. Humanitarian Intervention provided the necessities for the country and helped to rebuild the corrupted buildings that were affected by the conflict. Additionally, the U.S. humanitarian intervention could deal with natural disasters and situations other than the specific conflict with the leader of country. Since the U.S. government putted the priority on human rights, the U.S. citizens thought that every human being should have freedom and should not be abused by the leader of country. The U.S. foreign policy reflected that human rights should not be violated in any of the country and should focus on preventing abuses after the Cold War (Haass). As the strongest country in the world, the U.S. used its foreign policy to promote its values of freedom and expanded the democracy throughout the world. The U.S. foreign policy reflected this ideal. However, the U.S. did not attempt to intervene militarily in every country, especially a country with limited sources. The U.S. government had to take careful consideration for making a decision about intervening on Libya because the failure of humanitarian intervention would cause so much loss financially for nothing. When the U.S. government decided about humanitarian intervention on Libya, they considered if the conflicts in Libya would lead to the big war or would harm other countries in negative way. Also, the U.S foreign policymakers had debated the use of the military on each global conflict by considering those factors. The Libya leader Qaddafi never seemed to make a clear decision on where he stood as a leader of the country. He had supported the terrorist group like Al-Queda that worked against Western countries. Also, he used many of illegal weapons that he planned to turn those to the UN after the Iraq War in 2003. Whatever his actual reasons for this, Qaddafi probably made this decision in order to preserve his power. Qaddafi established somewhat democratic programs in his government for the economics, but he made huge mistake in 2011. When a peaceful protest against his rule had begun in Benghazi (Western Libya), Qaddafi chose to respond with violence instead of peaceful negotiation. As soon as he used the violence against his own civilians, President Obama said We cannot stand idly when a tyrant tells his people there will be no mercy (Libya). As a result of the way he handled the situation, the protests got bigger and the number of dead protestors increased. As this became the big issue for the world, the Qaddafi became the issue of the world. The United States military started the NATO mission operation on March 19, 2011 ( Simon). It was the beginning phase of the U.S. Humanitarian Intervention on Libya. This was the beginning stage of U.S. involvement in support of rebels working to overthrow the dictator Moammar al-Qaddafi. It was the most recent use of American military forces for humanitarian purposes on other nation. The leader Gaddafi lost a lot of Libyas main powers to get rid of fighters who were against him. Then, his forces started to fight back and ended up killing so many civilians. Also, it looked it would not end easily because neither Qaddafis force nor the rebels did not have enough power to win the fight. But in August 2011 the rebels took over the capital Tripoli and a temporary government called the National Transitional Council took charge of the country. (Simon) After this event, Quaddafi went into hiding. He committed himself that he would rather die than giving up to the rebels. Many of the innocent people were dying from this event. So, the U.S. government decided to intervene with Libya and destroyed Libyas air defense system in 3 days. The U.S. military supported Libyan rebels fighting the ground campaign in the attempt to overthrow Qaddafi, who had been in hiding March 31, 2011 until October 31, 2011. During the intervention, the U.S. used over two hundred twenty Tomahawk mi ssiles in order to support the rebel advance on Tripoli, Libyas capital and seat of government. As a result, the Libyan National Transitional Council was able to control of Libyas government and soon Qaddafi was killed in an attack on October 31 (CNN). The death of Qaddafi officially ended the U.S. Humanitarian Intervention on Libya. Even though the U.S. intervention brought problems, it saved Libyans lives and averted a humanitarian disaster. Libyans welcomed to the U.S. Humanitarian Intervention because they had no choice except dying under Qaddafis tanks. Since other countries around Libya did not have enough power to intervene Libya, the U.S. had to take that role. Libyans should now care about the future in order to make people safe. In Libya, I thought some kind of intervention should have been done in the earlier stages. One person could not make decisions for an entire country. The U.S. government tried to prevent these types of government. Therefore, the U.S. Humanitarian I ntervention on Libya saved tens of thousands of lives. The U.S. intervention in Libya was a wise decision and a successful action. It prevented a humanitarian catastrophe in addition to security interests and oil. Nicholas D. Kristof, the New York Times Columnist, started his article with a story about an American airman and how Libyan villagers treated him. In the article, he wrote This time my reporting persuades me that most Libyans welcome outside intervention (para.7). Compare to Iraq War in 2003, the civilians of Iraq did not want the U.S. government to intervene to their country. But, Libyans actually wanted the help of U.S. force in order to overthrow the leader Qaddafi. This led the author to the conclusion that Libyans were very thankful to the coalition forces because they saved Libyans lives. Then, he mentioned many doubts about the military intervention and weighed them with few certainties: civilians would die, the Qaddafis family would be locked, and a wrong message would be sent. As the western countries declared, the mot ive behind the military intervention was to save civilians lives and a response to the Arab League and Libyan rebels who approved this intervention to prevent a disaster. When the people in the U.S. saw the civilians in Libya treated improperly, they felt sympathy toward them. According to the U.S. Foreign Policy, it essentially promoted peace, justice and protects citizens amongst international communities from human rights violations. This intervention was a reaction to the rule that the United Nations had approved. Having an International Humanitarian Law sets a standard of rules and helps to prevent international bullying, a trigger for many interventions. This law helps countries promote their national interests, which often assist in the participation of legal institutions, treaties and sets order (IHL). With the world now being closer than ever due to globalization, the development of the international community in the form of organizations such as the UN (United nations) and the EU(European Union), Globalization of the world now becomes more dependent on one another, economically, politically and socially. Therefore, the U.S. Humanitarian Intervention helped them hold elections, and appoint government officials who can carry on the duties sustain a good form of government. The U.S. intervention on Libya was not specifically aimed at violating the sovereignty of a state, but rather their purpose was to protect the basic human rights of civilian. In the article, Mohammad Ayoob wrote The proclaimed goal of humanitarian intervention, undertaken with increasing frequency during the last decade, is to protect the citizens of the target state from flagrant violations of their fundamental human rights usually by agents of the state (Ayoob 81). If a nation became a global problem, it was our responsibility to come in with military power and settle the situation. A nation that threatens lives had to be stopped. Overpowered rulers were usually the cause of these types of nations like Egypt and Libya. That was in our nature to help those who are in need of help. If the U.S. did not intervene to Libya, it could have resulted in more death of innocent civilians and might lead to the war among the countries around Libya because the economics of other countries were a lso affected by the action and behavior of Qaddafi. The U.S. humanitarian intervention can be defined as the successful intervention, which ended the suffering of civilians in Libya. Because the successful intervention of Libya, the U.S. was able to show that it was the peacemaker and dominant power in the world. Also, the civilians in Libya gained their human rights and lived much better lives than before the U.S. Humanitarian Intervention. We cannot imagine what would happen to Libya if the U.S. did not intervene. There might have been the war among the countries around Libya because the leader Qaddafi was causing so much economics crisis and harmful to the other countries. Therefore, the U.S. government made the right decision about providing peace to the civilians in Libya by using the concept of humanitarian intervention. Work Cited Ayoob, Mohammed (2002, Spring) Humanitarian Intervention and State Sovereignty, The International Journal of Human Rights, Vol. 6, No. 1, pp. 81 102. Haass, Richard N. Humanitarian Intervention. Rand.org. Brookings Institution, n.d. Web. 24 Apr. 2013. Kristof D. Nicholas.Finding Hope in Libya.NY Times.Sep.7, 2011.Web. Nov.11,2011. Libyans Claim Gadhafi Hiding near Western Border Town This Just In CNN.com Blogs. This Just In CNN.com Blogs. Web. 30 Nov. 2011. IHL in Domestic Law.International Committee of the Red Cross (ICRC) Home.Web.12 Nov. 2011 Peterson, Shannon, and R C DiPrizio. Armed Humanitarians: U.S. Interventions from Northern Iraq to Kosovo. International Politics, 41.3 (2004): 440-450. Web. 25 Apr. 2013. Simon Chesterman (2011). Leading from Behind: The Responsibility to Protect, the Obama Doctrine, and Humanitarian Intervention after Libya. Ethics & International Affairs, 25, pp 279-285. Web. 26 Apr. 2013. Libya: US, UK and France Attack Gaddafi Forces, BBC News Africa, March 30, 2011

Essay --

As-salamu Alaikum to the Reader Bismillah Hir Raá ¸ ¥man Ir Raá ¸ ¥im†¦ Without an advocate for the poor, without a new state of mind in America, the country lies on the brink of anarchy. - Louis Farrakhan Economic independence for our people is the primary goal of the Nation of Islam. The Most Honorable Minister Louis Farrakhan’s Economic Blueprint is a catalyst for the changes needed in our Nation so that economic independence can stop being a distant, future goal. If our people do not collectively amass our resources as in the time of Noah, we will be washed over with the debt and burden of our discrepancies and disbelief. The ECONOMIC Blueprint will aid in eradicating the mental, physical, and spiritual chains that come with economic dependency on a people that work to marginalize and oppress you. The knowledge of a blueprint for economic independence however, can only benefit a nation that implements their knowledge. The Most Honorable Elijah Muhammad says, â€Å"Mere belief accounts for nothing unless carried into practice.† Although, knowledge is powerful it can only work to the peoples b...

Grammar and the Role of Writing Center Tutors as Teachers of Grammar :: Teaching Writing Grammer Education

Grammar and the Role of Writing Center Tutors as Teachers of Grammar Communication in any form requires a protocol. The evolution of language from sounds into words is proof of that. People recognized that in order for two people to understand each other, they must have a common code that will allow each one to transmit and receive signals accurately. If the word â€Å"red† signified two different colors to two different people, for example, then there would be a breakdown of communication. Language has grown complex over time and in its current form, it enables users to communicate with precision and nuance. In the English language, specifically, the meaning of what is communicated depends not only on the words chosen, but also on where those words are placed and how they are modified. Semantics studies meaning and interpretation of words. This is separate from syntax, which deals with the physical location of a word (or other element of language) within a sentence (or other linguistic construct). Today, we usually use â€Å"grammar† an d â€Å"syntax† interchangeably, although syntax is a subset of grammar. Within the context of Writing Centers, this is acceptable, because when the issue of grammar comes up, it is always a matter of syntax; we never, for example, deal with phonology, which is also a subset of grammar. However, semantic issues are sometimes labeled grammatical issues, which is not correct. One might argue that what we call these issues does not matter so long as they are dealt with appropriately. In truth, it does matter, because by lumping semantic issues together with syntactic issues makes grammatical issues as a whole a larger issue, which is undesirable because grammar is already a much feared and religiously avoided area. I imagine a small, dark closet labeled Grammar, in an obscure part of the house that represents all the issues that Writing Centers deal with. Into the Grammar closet, students and tutors alike throw in several issues—actual grammar, but also semantics and mis cellaneous quirks of the language—and then shut the door. Over time, the inside of the closet becomes dusty and obscure, inaccessible as well something to be both feared and ignored. Come spring, nobody wants to be responsible for cleaning the grammar closet. Sadly, with the desire to focus on critical thinking in papers (i.e. content), those who plan Expository Writing classes or provide tutoring for it have gone from saying, â€Å"Critical thinking is the primary focus† to saying â€Å"Critical thinking is the only focus.

Apple Globalization Essay

Apple distributes its products in over 80 countries through its direct channels, its cellular network carriers distribution channels and third party resellers. Apple success is due mainly to the collaboration of the iphone with its updateable applications. In markets such as the United States and Japan. Apple business strategy focuses on bringing the best personal computing and music experience to students, educators, creative professionals, businesses, government agencies and consumers through its innovative hardware, software, peripherals, services and Internet offering (Apple Computer, 2005). According to a report in Electronista, market data from Gfk Japan shows the 32 GB iPhone is in the No. 1 spot for July, ahead of Japanese-made phones from Sharp, Panasonic (PC), NEC, Casio and Sony Ericsson (a Japanese/Swedish joint venture). ( Dewiit, Philip Elmer cnn money article) In one of the most technologically advanced countries such as Japan it is no wonder why apple seems to be gaining so much success in a foreign market. The Japanese market is in awe of the simplicity and performance that apple product provide. In doing a PEST analysis I have come to a realization that the Japanese market wants high performance low cost technically superior and social acceptable products at an affordable price. Rendering apple a perfect company to satisfy these wants. Apple distributes its products in Japan through its own retail stores and companies such as Wal-Mart and other retail giants. Accoding to the Apple annual report Japan’s net sales increased $551 million or 32% in 2009 compared to 2008. The key contributors to this growth were increased iPhone revenue, stronger demand for certain Mac portable systems and iPods, and strength in the Japanese Yen (Apple annual report 2009 pg. 13). Similarly Apple’s target market in the United States wants the same kind of high performance low cost gadgets. Apple manufactures most of its products in China and has them shipped to the United States to be sold at their apple stores as well as retail stores such as Wal-Mart. Apple is a huge success in America and word is getting around. The world is taking notice to the technical giant and surely buying into the apple revolution. Apples success in the united states contributes to its success around the world. With itsiphone exclusive to AT&T even such a 3rd rate company was able to make a comeback and to lead the cellular market when it bought exclusive rite to the iphone. This just shows you the kind of power Apple holds. According to the Apple annual report â€Å"During 2009, net sales in the Americas segment increased $2.4 billion or 15% compared to 2008. The increase in net sales during 2009 was attributable to the significant year-over-year increase in iPhone revenue, higher sales of third-party digital content and applications from the iTunes Store, and increased sales of Mac portable systems. (Apple annual report 2009 pg.13) Apple has over 240 stores located around the globe. America dominates the list with its 218 stores while France is set to start opening stores at a rate that is second only to the US. Apple is a juggernaut in the computer industry with a presence that keeps on growing within every country. Everyone in the world has heard of or knows someone that either owns or associates with Apple Inc. Thus making it into a giant that only few can contend with. The continued success of Apple Inc makes for a global leader in the innovation of tomorrow. References- Apple annual report 2009 http://library.corporate-ir.net/library/10/107/107357/items/315133/AAPL_10K_FY08.pdf Dewitt, Philip Elmer. â€Å"Apple iphone No. 1 in Japan†. CNN MONEY. august 17 2009 . JOBS, STEVE. â€Å"APPLE DEVLOPMENT CENTER†. APPLE. MAY 9 2010 . SKIPWORTH, HUNTER. â€Å"IPHONE IN JAPAN†. TELOGRAPH.CO.UK. DEC 1 2009

Biodel Inc

BUAD 490 3/14/13 Team Written Case Analysis (Concise) Biodel, Inc. BIODEL INC. EXECUTIVE SUMMARY Biodel’s use of biotechnology expertise in the three prime areas of Cell Biology, Molecular Biology, and Immunodiagnostics has led their company into some great opportunities. Biodel created a synthetic serum to replace fetal calf serum and horse serum, and provide a more consistently available product for scientific researchers. Biodel’s Molecular Biology division used DNA technology to gain 60% of the market share of growth factors and stock the largest collection of commercially available synthetic nucleotides, which was 50% of their sales.Biodel’s research and development in Immunodiagnostics led to the invention of DEMA, a non-radioactive method for measuring a wide array of biologically important substance. The intelligence and vision of Dr. Oscar Feldman drove Biodel to a position of leadership in the biotechnology industry. Dr. Feldman has applied innovations in Cell Biology, Molecular Biology and Immunodiagnostics to increase market share for Biodel’s products. Dr. Feldman’s scientific friends and academic contacts offered Biodel high-quality technological advice and links to scientific community, and led to sophisticated research and development advances.Now the company is at a crossroad with decisions and direction necessary. In addition to strategic planning, the company would benefit from a modest re-structuring to streamline operations and prepare for unexpected events. Their future investments should be in areas where patent protection is likely, and in directions and projects that exploit their native expertise in molecular biology and genetic engineering. These technologies seem likely to transform health care in the next two decades.Having survived the threat of bankruptcy, Biodel now has a more balanced contract research portfolio and is poised to develop an even greater impact in the future. CURRENT SITUATION Bi odel's projected revenues for 1980 consist of $1 million in contract research, and around $1. 5 million in research products. The contract research revenue was split 70% from industrial research, and 30% government research. This research included work in Biodel's three main fields (molecular biology, cell biology, and immunology) as well as cancer chemotherapy and enzymology.These contracts are secured by Dr. Feldman through his relationships with other scientists. The revenue from research products also comes from the three main fields of Biodel. Nucleotides from the molecular biology area account for 50% of revenues, cell growth factors from the cell biology field account for 40%, and immunodiagnostics products account for the other 10%. Research product sales have been growing 35% over the last few years, even with limited marketing efforts. However, Biodel is being outcompeted in the immunodiagnostics market and further growth is not being pursued.Biodel has a very small staff, with the company split up into five different sections: the comptroller, advertising and sales, and then an experienced scientist manages each main field of the company. The scientists who manage their fields are all in charge of research and development, production, and even have some marketing responsibility. Dr. Feldman does not employ a marketing manager or a research director, instead filling both roles by himself. Feldman's style of management is very informal, preferring to walk around and talk to his employees rather than have them do unnecessary paperwork.The company itself is run more like an academic facility than a business, with the atmosphere more leaning towards challenging each other and making technological advances. In addition, employee turnover is very low so most of the staff is very experienced with the work that the company is doing. The staff is led by Dr. Feldman, who represents the main reason for low employee turnover. Biodel employees describe him as a u nique and enthusiastic man, and the reason why the company is so successful. Marketing had been a very inconsistent department, with Dr. Feldman usually assuming all of the major marketing responsibilities.But when Dr. Feldman decided that he needed to market his company more aggressively he hired Mr. Steve Kaplan who had been a marketing manager at a large pharmaceutical company. However, Mr. Kaplan and Dr. Feldman soon disagreed on who should direct Biodel's marketing strategy. Kaplan proceeded to spend a large amount of money on marketing, including hiring additional salespeople and other staff. These changes resulted in a 65% increase in sales, but marketing costs increased by 500%, which resulted in profits dropping from $95,000 in 1978 to $17,000 in 1979. As a result, Dr. Feldman is reconsidering Mr.Kaplan's direction in the marketing department. OPPORTUNITIES First, Biodel had under development a synthetic serum that would be used to satisfy growth requirements in cells. This would be an innovative product that could be a substitute for natural fetal calf serum and horse serum. However, a major problem with the fetal serum is the unstable fluctuation in cost. The cost is determined by the supply of the serum and the supply is determined by the number of calves that are slaughtered. The synthetic serum could offer a steady rate. The market is projected at $50 to $80 million.Biodel would have a competitive advantage over the competition and could attain 20% of the market share if they pursue this project. A big problem with this project is the uncertainty that Biodel will be able to receive a patent. That provides a major risk in this investment. Second, another project is available that is extremely intriguing to us. Biodel has the opportunity to produce a new product called DEMA. DEMA is a testing technology based on enzyme membranes rather than radioactivity. This product could be used to test for pregnancy, syphilis, hepatitis, cancer, toxins in food and carcinogens in the environment.DEMA is a healthier, safer, faster and cheaper way of testing than the radioactive method. There are no hazards or side effects to DEMA and it can provide the same results as radioactive tests. The problem with this project is the financial aspect. It is more expensive than the synthetic serum. Investments could total in the millions and the R costs could range from $1 to $3 million. However, this project has drawn the attention of major drug companies who are willing to participate in a joint venture with Biodel, which would help with the costs of the investment. Third, Biodel has been thinking about joining the genetic engineering field.The company has basic but not wide experience if this field but they have been a major supplier of molecular biology products. At the moment, there are four major competitors in the market; Cetus, Genentech, Genex and Biogen. The basic purpose of this field is to engineer a cell to produce a specific biological pr oduct. Competitors use the bacterium E. coli as their host cell, for the most part. Biodel has the opportunity to enter the market with a new strategy that involves the use of yeast as the host cell instead of E. coli. He and three other scientists believe that yeast would be a better host cell than E. coli.Yeast has a biochemical machinery that can allow the growth of medically relevant glycoproteins such as Interferon and Urokinase. These glycoproteins are used to inhibit the multiplication of cancerous cells and to disrupt blood clots. The investment costs for this project would be high, including salaries that Biodel would pay for Dr. Ballantine and three other highly successful scientists to work for them. However, the return on such an investment could be immense. RECOMMENDATIONS 1. The Biodel Board of Directors should hold annual or semi-annual Board meetings to review company progress. Dr. Feldman should delegate more.The Board should be expanded by 1 or 2 people to achieve greater diversity and breadth of expertise. Succession planning should be considered in case Dr. Feldman died, or a division head left. 2. Mr. Kaplan’s marketing group should be streamlined and asked to focus on a marketing strategy for DEMA. The marketing group can probably be reduced to lower costs while maintaining the increase in research product sales. Challenge Kaplan to analyze the marketing group to understand the most valuable parts versus parts that are expendable. 3. Among the growth opportunities to pursue, the synthetic growth factor option does not seem likely to succeed.Although it is the least expensive investment, there is uncertainty that the patent protection can be obtained. Furthermore, researchers accustomed to fetal bovine serum may be unlikely to abandon a tried and true method. In contrast, the DEMA technology is a unique opportunity for Biodel. It eliminates the risks and hazards associated with radioactivity, which researchers would appreciate. Ther e is a high likelihood of patent protection. Based on the information in the case, the company needs a better understanding of how to bring this product to market.This could be a great project for Kaplan’s smaller marketing group. 4. Pursue Genetic Engineering, with the advice and guidance of the four academic experts. This is an important initiative and Biodel’s connections with the prize-winning scientists are important. They should be paid per diems and offered stock options. One of the four also should be invited to join the Biodel Board of Directors. APPENDIX A SWOT Analysis S- Strengths Biotechnology special expertise by the 1970’s in – (three prime areas of focus/ other fields) 1.Cell biology – culture technology paid off 60% share growth factor market 40% offspring sales 2. Molecular biology – DNA paid off 60% share growth factor market – stocked largest commercially available synthetic nucleotides (50% of sales) 3. Immunodiag nostics biology a. Sub categories – Cancer chemotherapy – Enzymology Offered high-quality technological advice, numerous links to scientific community, highly sophisticated research and development service Feldman was able to secure contracts with his personal relationships with scientists in the government and industry Low employee turnoverW – Weaknesses Molecular biology – — researchers used numerous substitutes Immunodiagnostics biology large firms aggressively entered and has not expanded since 10% of sales of research products -1980 – profitability varied on depending on intensity of product research and development By the 1980’s 60% of company’s revenue was from commercializing research Reliant on government contracts when they started making cut backs – 85% contracts are government – forcing Biodel into 1st layoff (damaging to long-term otential) 55 employees scientists and technicians — no marketing manager or research director hired (Feldman filled both positions with widespread contacts and scientific expertise) Staff meetings rare and no regular reports required from subordinates Poor Marketing – Products sold by mail Depends on word of mouth – trade shows, advertising, direct mail, ad phone solicitation — customer service â€Å"almost laughable† O – OpportunitiesGoal to manufacture and market biochemical products developed through their own research Cell Biology – synthetic serums to satisfy growth requirements in cell lines of tissue culture – replacing natural fetal calf serum (most widely used, horse serum was 2nd most widely used). Market of 50 million domestically and 80 million worldwide growing at 15%– no systematic analysis of serum market done Immunodiagnostics- opportunity to enter the market – new test technology based on enzyme membranes rather than radioactivity – new product DEMA – s impler, faster, and less expensive.Market in excess of $100 million and has potential to be over $1 billion. High possibility for a patent and a joint venture with a major drug company. Genetic engineering – exciting advantages/high return on investments Supplier of molecular biology products – nucleotides and synthetic genes sold – supported by genetic engineers – some cases biodel was soul supplier T – Threats Relying on government contracts lead them to the threat of bankruptcy Biodel’s spending strategies APPENDIX B Biodel Inc BUAD 490 3/14/13 Team Written Case Analysis (Concise) Biodel, Inc. BIODEL INC. EXECUTIVE SUMMARY Biodel’s use of biotechnology expertise in the three prime areas of Cell Biology, Molecular Biology, and Immunodiagnostics has led their company into some great opportunities. Biodel created a synthetic serum to replace fetal calf serum and horse serum, and provide a more consistently available product for scientific researchers. Biodel’s Molecular Biology division used DNA technology to gain 60% of the market share of growth factors and stock the largest collection of commercially available synthetic nucleotides, which was 50% of their sales.Biodel’s research and development in Immunodiagnostics led to the invention of DEMA, a non-radioactive method for measuring a wide array of biologically important substance. The intelligence and vision of Dr. Oscar Feldman drove Biodel to a position of leadership in the biotechnology industry. Dr. Feldman has applied innovations in Cell Biology, Molecular Biology and Immunodiagnostics to increase market share for Biodel’s products. Dr. Feldman’s scientific friends and academic contacts offered Biodel high-quality technological advice and links to scientific community, and led to sophisticated research and development advances.Now the company is at a crossroad with decisions and direction necessary. In addition to strategic planning, the company would benefit from a modest re-structuring to streamline operations and prepare for unexpected events. Their future investments should be in areas where patent protection is likely, and in directions and projects that exploit their native expertise in molecular biology and genetic engineering. These technologies seem likely to transform health care in the next two decades.Having survived the threat of bankruptcy, Biodel now has a more balanced contract research portfolio and is poised to develop an even greater impact in the future. CURRENT SITUATION Bi odel's projected revenues for 1980 consist of $1 million in contract research, and around $1. 5 million in research products. The contract research revenue was split 70% from industrial research, and 30% government research. This research included work in Biodel's three main fields (molecular biology, cell biology, and immunology) as well as cancer chemotherapy and enzymology.These contracts are secured by Dr. Feldman through his relationships with other scientists. The revenue from research products also comes from the three main fields of Biodel. Nucleotides from the molecular biology area account for 50% of revenues, cell growth factors from the cell biology field account for 40%, and immunodiagnostics products account for the other 10%. Research product sales have been growing 35% over the last few years, even with limited marketing efforts. However, Biodel is being outcompeted in the immunodiagnostics market and further growth is not being pursued.Biodel has a very small staff, with the company split up into five different sections: the comptroller, advertising and sales, and then an experienced scientist manages each main field of the company. The scientists who manage their fields are all in charge of research and development, production, and even have some marketing responsibility. Dr. Feldman does not employ a marketing manager or a research director, instead filling both roles by himself. Feldman's style of management is very informal, preferring to walk around and talk to his employees rather than have them do unnecessary paperwork.The company itself is run more like an academic facility than a business, with the atmosphere more leaning towards challenging each other and making technological advances. In addition, employee turnover is very low so most of the staff is very experienced with the work that the company is doing. The staff is led by Dr. Feldman, who represents the main reason for low employee turnover. Biodel employees describe him as a u nique and enthusiastic man, and the reason why the company is so successful. Marketing had been a very inconsistent department, with Dr. Feldman usually assuming all of the major marketing responsibilities.But when Dr. Feldman decided that he needed to market his company more aggressively he hired Mr. Steve Kaplan who had been a marketing manager at a large pharmaceutical company. However, Mr. Kaplan and Dr. Feldman soon disagreed on who should direct Biodel's marketing strategy. Kaplan proceeded to spend a large amount of money on marketing, including hiring additional salespeople and other staff. These changes resulted in a 65% increase in sales, but marketing costs increased by 500%, which resulted in profits dropping from $95,000 in 1978 to $17,000 in 1979. As a result, Dr. Feldman is reconsidering Mr.Kaplan's direction in the marketing department. OPPORTUNITIES First, Biodel had under development a synthetic serum that would be used to satisfy growth requirements in cells. This would be an innovative product that could be a substitute for natural fetal calf serum and horse serum. However, a major problem with the fetal serum is the unstable fluctuation in cost. The cost is determined by the supply of the serum and the supply is determined by the number of calves that are slaughtered. The synthetic serum could offer a steady rate. The market is projected at $50 to $80 million.Biodel would have a competitive advantage over the competition and could attain 20% of the market share if they pursue this project. A big problem with this project is the uncertainty that Biodel will be able to receive a patent. That provides a major risk in this investment. Second, another project is available that is extremely intriguing to us. Biodel has the opportunity to produce a new product called DEMA. DEMA is a testing technology based on enzyme membranes rather than radioactivity. This product could be used to test for pregnancy, syphilis, hepatitis, cancer, toxins in food and carcinogens in the environment.DEMA is a healthier, safer, faster and cheaper way of testing than the radioactive method. There are no hazards or side effects to DEMA and it can provide the same results as radioactive tests. The problem with this project is the financial aspect. It is more expensive than the synthetic serum. Investments could total in the millions and the R costs could range from $1 to $3 million. However, this project has drawn the attention of major drug companies who are willing to participate in a joint venture with Biodel, which would help with the costs of the investment. Third, Biodel has been thinking about joining the genetic engineering field.The company has basic but not wide experience if this field but they have been a major supplier of molecular biology products. At the moment, there are four major competitors in the market; Cetus, Genentech, Genex and Biogen. The basic purpose of this field is to engineer a cell to produce a specific biological pr oduct. Competitors use the bacterium E. coli as their host cell, for the most part. Biodel has the opportunity to enter the market with a new strategy that involves the use of yeast as the host cell instead of E. coli. He and three other scientists believe that yeast would be a better host cell than E. coli.Yeast has a biochemical machinery that can allow the growth of medically relevant glycoproteins such as Interferon and Urokinase. These glycoproteins are used to inhibit the multiplication of cancerous cells and to disrupt blood clots. The investment costs for this project would be high, including salaries that Biodel would pay for Dr. Ballantine and three other highly successful scientists to work for them. However, the return on such an investment could be immense. RECOMMENDATIONS 1. The Biodel Board of Directors should hold annual or semi-annual Board meetings to review company progress. Dr. Feldman should delegate more.The Board should be expanded by 1 or 2 people to achieve greater diversity and breadth of expertise. Succession planning should be considered in case Dr. Feldman died, or a division head left. 2. Mr. Kaplan’s marketing group should be streamlined and asked to focus on a marketing strategy for DEMA. The marketing group can probably be reduced to lower costs while maintaining the increase in research product sales. Challenge Kaplan to analyze the marketing group to understand the most valuable parts versus parts that are expendable. 3. Among the growth opportunities to pursue, the synthetic growth factor option does not seem likely to succeed.Although it is the least expensive investment, there is uncertainty that the patent protection can be obtained. Furthermore, researchers accustomed to fetal bovine serum may be unlikely to abandon a tried and true method. In contrast, the DEMA technology is a unique opportunity for Biodel. It eliminates the risks and hazards associated with radioactivity, which researchers would appreciate. Ther e is a high likelihood of patent protection. Based on the information in the case, the company needs a better understanding of how to bring this product to market.This could be a great project for Kaplan’s smaller marketing group. 4. Pursue Genetic Engineering, with the advice and guidance of the four academic experts. This is an important initiative and Biodel’s connections with the prize-winning scientists are important. They should be paid per diems and offered stock options. One of the four also should be invited to join the Biodel Board of Directors. APPENDIX A SWOT Analysis S- Strengths Biotechnology special expertise by the 1970’s in – (three prime areas of focus/ other fields) 1.Cell biology – culture technology paid off 60% share growth factor market 40% offspring sales 2. Molecular biology – DNA paid off 60% share growth factor market – stocked largest commercially available synthetic nucleotides (50% of sales) 3. Immunodiag nostics biology a. Sub categories – Cancer chemotherapy – Enzymology Offered high-quality technological advice, numerous links to scientific community, highly sophisticated research and development service Feldman was able to secure contracts with his personal relationships with scientists in the government and industry Low employee turnoverW – Weaknesses Molecular biology – — researchers used numerous substitutes Immunodiagnostics biology large firms aggressively entered and has not expanded since 10% of sales of research products -1980 – profitability varied on depending on intensity of product research and development By the 1980’s 60% of company’s revenue was from commercializing research Reliant on government contracts when they started making cut backs – 85% contracts are government – forcing Biodel into 1st layoff (damaging to long-term otential) 55 employees scientists and technicians — no marketing manager or research director hired (Feldman filled both positions with widespread contacts and scientific expertise) Staff meetings rare and no regular reports required from subordinates Poor Marketing – Products sold by mail Depends on word of mouth – trade shows, advertising, direct mail, ad phone solicitation — customer service â€Å"almost laughable† O – OpportunitiesGoal to manufacture and market biochemical products developed through their own research Cell Biology – synthetic serums to satisfy growth requirements in cell lines of tissue culture – replacing natural fetal calf serum (most widely used, horse serum was 2nd most widely used). Market of 50 million domestically and 80 million worldwide growing at 15%– no systematic analysis of serum market done Immunodiagnostics- opportunity to enter the market – new test technology based on enzyme membranes rather than radioactivity – new product DEMA – s impler, faster, and less expensive.Market in excess of $100 million and has potential to be over $1 billion. High possibility for a patent and a joint venture with a major drug company. Genetic engineering – exciting advantages/high return on investments Supplier of molecular biology products – nucleotides and synthetic genes sold – supported by genetic engineers – some cases biodel was soul supplier T – Threats Relying on government contracts lead them to the threat of bankruptcy Biodel’s spending strategies APPENDIX B