Abstract
As the engine that fuels the polymerase chain reaction (PCR), one of the most
important inventions in molecular biology, Taq polymerase has transformed how
life science research is conducted. This powerful technique for DNA
amplification relies on the amazing processivity of DNA polymerase I enzymes
from the bacterium, Thermus aquaticus (Taq polymerase). Because many of its
enzymes--including Taq polymerase--are thermostable, it thrives in blistering
hot environments. The thermostability of Taq polymerase is the critical
feature that facilitated the development of PCR and insured its commercial
success.
Since March 28, 2005, researchers no longer need a license to practice the
basic PCR amplification process, which was covered by U.S. Patents 4,683,195,
4,683,202 and 4,965,188. This much anticipated opportunity has opened the door
for an influx of suppliers hoping to provide Taq polymerase to scientists for
this specific application. Suppliers hoping to secure market share will find
The Taq Wars: Competitive Intelligence on How to Survive, a new report
produced by BioInformatics, LLC, an indispensable guide to successfully
selling this commodity product.
Based on a 28-question survey of over 600 researchers who use Taq DNA
Polymerase, the report examines what motivates scientists to purchase Taq
polymerase from one supplier over another and whether these decisions are
influenced by market segment, job position and the length of time scientists
have been using the enzyme. It provides insights into whether access to less
expensive Taq polymerase will change scientists' purchasing preferences. The
report also presents a detailed analysis of price sensitivity and elasticity
in regard to the demand for Taq polymerase in three different market segments:
industrial, government and academia.
From the perspective of researchers who use Taq DNA Polymerase, the primary
objectives of this report are as follows:
- 1. Identify the factor(s) that influence a customer's decision to purchase
one brand of Taq DNA Polymerase over another
- 2. Determine the frequency/likelihood for brand switching
- 3. Assess price sensitivity and price elasticity
- 4. Understand the role of customer satisfaction and brand loyalty in the
purchasing decision
- 5. Reveal market specific differences in purchasing behavior and preferred
suppliers
Table of Contents
Section 1. Analysis and Interpretation of Survey Results
- Taq DNA Polymerase Usage
- Current Taq DNA Polymerase Consumption Rates
- Future Taq DNA Polymerase Consumption Rates
- Top Suppliers of Taq DNA Polymerase
- Factors Influencing Selection of Top Suppliers of Taq DNA Polymerase
- Taq DNA Polymerase Brand Satisfaction
- Impact of Taq DNA Polymerase Patent Expirations
- Factors Considered When Switching Brands of Taq DNA Polymerase
- Taq DNA Polymerase Brand Strength
- Taq DNA Polymerase Pricing
Section 2. Study Methodology and Demographics
- Methodology
- Definition of Terms
- Demographics
- Questionnaire
Section 3. Presentation of Survey DataTaq DNA Polymerase Usage
- Taq DNA Polymerase Usage
- Categories of techniques performed using Taq DNA polymerase
- Percent of usage associated with each technique
- Reactions performed per week�EExpected change in number of reactions
- Brands of Taq DNA polymerase used and primary brand used
- Relative importance of factors related to brand decision
- Length of time using primary brand of Taq DNA polymerase
- Recent changes of primary brand
- Major reason for changing primary brand
- Alternate supplier to primary brand
- Price paid per unit for Taq DNA polymerase
- Expected change in number of reactions if price were 20% lower
- Level of satisfaction with supplier and product
- Breakdown of types of enzymes used
- Satisfaction with specific features of primary brand of Taq DNA
polymerase
- Overall satisfaction with primary brand
- Brand/supplier loyalty
- Awareness of change in patent status in the United States for PCR
- Likelihood of changing from primary brand because of the change in
patent status
- Setting Setting the Price
- Price point at which quality would be doubted
- Price point at which Taq DNA polymerase would be considered a great
value for the money
- Price point at which Taq DNA polymerase is considered expensive but
worth considering
- Price point at which Taq DNA polymerase would be considered too
expensive to buy
- About the Respondents
- Number of years using Taq DNA polymerase
- Type of work performed using Taq DNA polymerase
- Role in selecting reagents/enzymes used in lab
- Additional key factors in selecting one supplier over another
- Advice to suppliers looking for the next breakthrough in amplification
technology
- Demographics
Section 4. Appendices
- Insights and Perspectives
- Cross-Tabulations of Survey Data
- Other Recent Publications
- About BioInformatics
- Our Valued Clients
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