The Taq Wars: Competitive Intelligence on How to Survive

This publication has been discontinued on July 19, 2011.

Introduction

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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