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
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