Emotional and Behavior Disorders Assignment Example | Topics and Well Written Essays - 1500 words

Emotional and Behavior Disorders - Assignment Example This study stresses that emotional or behavioral disorders are classified into three groups, namely: internalizing factors, low incidence disorder and externalizing. Behavior disorders can also be inherited through an individual’s genes or because of a chemical imbalance in one’s brain because of an injury sustained in the brains. Youth exposed to violence, death of a family member(s), abuse and extreme stress are also prone to suffering from behavior and emotional disorders. 8 emotional and behavioral disorders Characteristics/Traits Commonly Used Medications Recommended Therapeutic Interventions Recommended Educational Interventions Disorder Name: Attention Deficit Hyperactive Disorder (ADHD)       From this paper it is clear that the affected child is unable to pay attention to anything. The affected child is easily distracted and not constantly active. The child is not still. The use of stimulant and non-stimulant medications like atomoxetine are normally recomm ended. Induced psychosis in methylphenidate is also recommended as medication. Lisdexamfetamin, Dextroamphetamine, Amphetamine-Dextroamphetamine are also the common medication. The Team Approach should be effectively used in which the parents, therapist, psychologist, teachers and the school, and physician should work together to focus on interventions, like consistent use of reward systems, techniques and schedules to help in mastering of skills. People should be made aware of the causes of these conditions and preventive measures put in place to prevent occurrence. Treatment should also be sought as early as possible for people who are affected. Disorder Name: Severe Depression       Loss of concentration in normal activities. The affected child experiences changes in appetite and feels hopeless. Lack of value towards life which may lead to destructive behaviors and suicide. Various antidepressants are used in the treatment of depression and conditions related to depression. T hey include Tricyclic antidepressant, Monoamine Oxidase Inhibitors, Selective Serotonin Inhibitors reuptake inhibitors and Serotin & norepinephrine Inhibitors. Interpersonal Therapies and cognitive behavioral therapies should be used in the treatment of severe depression. People should be made aware of the causes of these conditions and preventive measures put in place to prevent occurrence. Treatment should also be sought as early as possible for people who are affected. Disorder Name: Eating Disorders      

International relations Essay Example for Free

International relations Essay International relations deals with mutual understanding between countries; they can therefore be in a position to trade with each other and also to assist each other when one country is facing certain challenges. International relations therefore lays more emphasis on multi cultural and global understanding of a world that is interconnected and complex, by focusing closely on economic, political, cultural and legal forces. International relations are hence very important to the business community internationally, non governmental and private international organizations and governments (Lawson, 2003). Rationality of negotiators Strategies for effective negotiations have always caused major concerns to all the major stakeholders especially to the practitioners and the scholars in the field of international relations. Negotiators can be passive or assertive, collaborative or argumentative, or can adopt other strategies in order to achieve their preferred outcome for their governments or other organizations they are presenting in certain negotiations. When negotiating it is very important to view the issue under negotiation in an adversary point of view, another technique that is preferable while negotiating is focusing on the problem at hand instead of being personal, the negotiator should seek collaborative solutions and should as much as possible base all the discussions on the goal criteria (Lawson, 2003). Negotiators at times fall short of rationality when negotiating, in many instances this is caused by lack of sound negotiating techniques among the negotiators. Such individuals with inadequate information concerning effective styles of negotiation are in most cases irrational and they are to a very great extent guided by their personal experiences assumptions and perceptions as to what may work. These might make the negotiators focus less on the problem, compromise sound solutions and also be personal when negotiating. When such takes place, questions of rationality arise, whether the negotiating individuals are self interested and whether the negotiating parties use the techniques that they perceive to be the best in negotiating (Lawson, 2003). At other times negotiators fail to be rational when negotiating when they feel that by accepting the proposals of the other party it means that they have lost and thus they are likely to use all means possible in blocking certain proposals regardless of whether they are beneficial to the negotiating parties or not. Therefore for negotiations to be successful, it is very important for the negotiating teams to adopt a win win strategy instead of believing that the other party must loose for me to win which eventually becomes detrimental to both parties. For rationality to prevail when negotiations are taking place it is very important to approach the subject on the basis of how the negotiating teams can both benefit from the discussions, they should always be ready to give and take so that consensus can be reached and rational decisions made (Lawson, 2003). Irrationality can arise when the negotiating parties are of unequal power, the stronger party may fail to be rational and decide to use its excess power in oppressing the other party. In such a case the stronger party usually has its pre agreed proposals which it imposes on the weaker party. Such power might be in form of stronger military, economic power, technical power and other forms of power that are likely to make it more dominant than the other party (Lawson, 2003). Conclusion Negotiators should be very rational when holding their negotiations; this will make them be able to adopt the best strategies such as dealing with dilemmas that may arise in the cause of the discussions. They will therefore, be able to effectively use such strategies as the prisoner’s dilemma in a manner that they will both benefit from the negotiations. Thus the negotiators can be in a position of answering the toughest question in the dilemma: is it possible for people to cooperate naturally, or do genes of individuals demand a selfish response to all situations in life (Parselle, 2007).

Goal setting Essay -- essays research papers

Why Should I set my goals? Saying I’m going to have $5 million by retirement is not goal setting. Although it might sound like I have a goal, not developing a realistic path toward fulfilling it will, unfortunately, turn my supposed goal into what it really is--a pipe dream. And pipe dreams are rarely realized. Goals, however, when properly set can usually be met. Goal setting is the term commonly given for the process of setting and working towards specific, defined goals. Pretty simple really. What is difficult, however, is getting people to sit down and actually do it, even though it fits with human nature. When we want to go on a trip, we look at a map and plan our route. If we get lost, we recheck our map. When we want to build a model, we orderly follow the steps. When all is done, our human nature wins out: we reach our destination, and the model is correctly built. By learning the skills of goal setting, developing success habits, and maintaining a goal-setting routine we can have the map to success. A map that will guide us straight to the achievement of all the goals we desire and deserve. Where Do I Start I started by getting it into my mind that I deserve success /complete my certification, and that success is something I can achieve. I have a strong belief that I can reach this success, and prepared to determine the path towards that success. I am willing to accept that I can finish the certification, and I'll enjoy being successful, and I am willing to es... Goal setting Essay -- essays research papers Why Should I set my goals? Saying I’m going to have $5 million by retirement is not goal setting. Although it might sound like I have a goal, not developing a realistic path toward fulfilling it will, unfortunately, turn my supposed goal into what it really is--a pipe dream. And pipe dreams are rarely realized. Goals, however, when properly set can usually be met. Goal setting is the term commonly given for the process of setting and working towards specific, defined goals. Pretty simple really. What is difficult, however, is getting people to sit down and actually do it, even though it fits with human nature. When we want to go on a trip, we look at a map and plan our route. If we get lost, we recheck our map. When we want to build a model, we orderly follow the steps. When all is done, our human nature wins out: we reach our destination, and the model is correctly built. By learning the skills of goal setting, developing success habits, and maintaining a goal-setting routine we can have the map to success. A map that will guide us straight to the achievement of all the goals we desire and deserve. Where Do I Start I started by getting it into my mind that I deserve success /complete my certification, and that success is something I can achieve. I have a strong belief that I can reach this success, and prepared to determine the path towards that success. I am willing to accept that I can finish the certification, and I'll enjoy being successful, and I am willing to es...

Mining Excellence at Redmond Minerals Essay

The HR department now must attain and evaluate each employee contributions to the company on a scale relevant to their position. This is where a high performance work system comes in to play which creates the best possible fit between their employee social system and their equipment technical system. This function of having a high performance work system is based on the reliance of knowledge workers, the empowerment of employees to make decisions, and the use of team work. The HRM practice has to incorporate various measures to create outlets for performance management, training, work design, and compensation to demonstrate the importance for successful output. This in turn allows HRM to focus on the strategy of the company putting emphasis growth and efficiency; allowing the department to implement total quality management practices. Those practices consist of methods and processes that are designed to meet the needs of internal and external customers, every employee in the organization receives quality training, quality is designed into a product or service so that errors are prevented from occurring rather than being detected and corrected in an error-prone product or service, the organization promotes cooperation with vendors/suppliers/and customers to improve quality and hold costs down, and managers measure progress with feedback based on data. (Noe, Hollenbeck, Gerhart, & Wright, 2009, p. 7) This practice is also parallel to the reengineering of the company new product focus plan, instead of focusing low costs and low prices the focus became concentrated on unique products which catered to a unique target market of consumers. This will prompt the HR department to help design and implement change so that all employees will be committed to the success of the reengineered organization. This may require additio nal training for the new restructuring of their new product line and will give everyone an opportunity to feel comfortable with the new way of operation. Suggestions for Internet Improvements At the organizational level, a successful Human Resources Development program prepares the individual to undertake a higher level of work, â€Å"organized learning over a given period of time, to provide the possibility of performance change† (Nadler 1984). In these settings, Human Resources Development is the framework that focuses on the organizations competencies at the first stage, training, and then developing the employee, through education, to satisfy the organizations long-term needs and the individuals’ career goals and employee value to their present and future employers. Human Resources Development can be defined simply as developing the most important section of any business its human resource by attaining or upgrading employee skills and attitudes at all levels to maximize enterprise effectiveness. The people within an organization are its human resource. Human Resources Development from a business perspective is not entirely focused on the individual’s growth and development, â€Å"development occurs to enhance the organization’s value, not solely for individual improvement. Individual education and development is a tool and a means to an end, not the end goal itself†. (Elwood F. Holton II, James W. Trott Jr Journal of Vocational and Technical Education, Vol. 12, No. 2, p7). The broader concept of national and more strategic attention to the development of human resources is beginning to emerge as newly independent countries face strong competition for their skilled professionals and the accompanying brain-drain they experience. If I was tapped for the job of HR Specialist, three ideas that I would suggest in utilizing the internet for HRM would be to use a â€Å"human resource information system† which a computer system used to acquire, store, manipulate, analyze, retrieve, and distribute information related to an organizations human resource. I would also suggest an electronic human resource management application which allows employees to enroll and participate in training programs online, as well as elect benefits packages and read company news. Another aspect to include the technological aspect of HR would be for the basis of record keeping and information sharing. I would implement a â€Å"self service† which means employees have online access to info about HR such as training, compensation, and contracts. My ideas support Roberts’s ideas of running the company because he took on the responsibility of making his employees a priority. He understood the makeup of the niche company and the important resourced asset that will differentiate his product line from his competitors. His ability to be receptive to suggestions from his employees along with giving them the ability to be empowered in their position shows trust in his employees attributes that they will positively add to the success of the company. By creating an open growth focused atmosphere it will stimulate productivity and allow creative ideas to be a foundation for present and future employees to stand on. Willingness to Change From the reading the original owners felt that empowering their employees as a risky move so their stockholding shares were sold to Robert. I believe that Robert’s strategy prompted change and realizing that in order to accomplish goals of the company that his people must be in the forefront. People are your most important asset, because technology, products, and structures can be copied by competitors. No one can match highly charged motivated people that care about the operation of your business and talented creative human capital is the prime ingredient for organizational success. Before within the company it appeared as if the employees under previous management were overworked and underappreciated which caused for lack of growth and stagnated direction overall. By understanding the attitudes of your employees and presenting an atmosphere that is conclusive to the strengthening of a positive work related environment your customers will ultimately reap the benefits and will be the basis for customer retention. The more top management wants an internal commitment from its employees, the more it must involve employees in defining work objectives, specifying how to achieve them and how they will be rewarded and recognized once attained. Reference Noe, R. , Hollenbeck, J. , Gerhart, B. , ; Wright, P. (2009). Trends in Human Resource Management. In J. Weimeister (Ed. ), Fundamentals of Human Resource Management (p. 36). New York: McGraw-Hill/Irwin.

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