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Canadian Blood Services Analysis - Research Paper Example

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Canadian Blood Services Analysis

Introduction It has been the wish of Canadian Blood Services to continue saving lives through supplying adequate blood. Nonetheless, it is quite obvious that the blood supply is barely enough to meet the increasing demand resulting from the ageing population as well as increased number of emergencies and elective surgeries. As a result, this has called for development of efficient and effective strategies aimed at increasing blood supply through increased donors as well as repeat donations. This memo contains SWOT analysis and strategies that can be used to attain increased blood supply are outlined. Discussion Objectives of Canadian Blood Services Canadian Blood Services is an organization that attempts to motivate people to donate blood. The organization’s main objective is to increase the number of donors to approximately 400,000 and donor retention statistics in order to meet the challenges of increasing blood demand. Increasing blood demand is associated with ageing population, increased emergencies and elective surgeries, and the need to reduce waiting time. Attaining this objective however, requires effective motivational strategies. SWOT Analysis In order to identify the best strategies that will lead to increased blood supply from donors, there is need to understand the strengths, weakness, opportunities, and threats surrounding CBS. The SWOT analysis exhibit 1 displays some of the strengths, weakness, opportunities, and threats facing the organization. Market Segmentation Market segmentation is an important aspect in marketing since it provides an overview and vista to identify specific groups of persons or individuals to focus on while using promotional strategies to influence their behaviors. There are two forms or categories of market segment that CBS should focus on in a bid to increasing number of donors and repeated donations. These two categories are non-remunerated and remunerated blood donation market segments. Remunerated Blood Donation Segment: The remunerated blood donation segment involves individuals who are above 17 years of age. These individuals are reached out to through mails, flyers, or word or mouth. In most cases, the segment obtains financial incentives from CBS hence termed as remunerated blood donation segment. CBS has concentrated so much on this segment given that they are the majority within the country. However, the main challenge the organization faces is to motivate this segment in order to increase blood donations. Non-remunerated Blood Donation Segment: This segment contains three main groups; schools individuals aged between 15 and 24, working individuals between age 25 and 24, and the senior donors aged above 55 years. The first two categories of this segment are often influenced by their friends who have donated before. Other ways through which they are motivated to donate include satisfaction in saving another person’s life, the need for acceptance, friendship, and love, and the conviction that some day they will be in the same situation. Reaching the school and working age is usually through internet, school learning programs, word of mouth, mails, and television programs. Notably, such individuals rarely donate blood since their donations depend on donation program in schools, time, and other obligations. The senior donors (aged above 55 years) on the other hand make donating decisions depending on personal ...Show more


Canadian Blood Service Case Analysis Institution Date Memo Canadian Blood Services Case Analysis Date: To: From: Subject: Draft Marketing Plan for Canadian Blood Services Following your concern and request, the following is a draft strategy aimed at increasing donor numbers as well as repeat donations with the ultimate objective of increasing your blood supply…
Author : garry63
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