Canadian Blood Services
Autor: Uchlady • October 29, 2016 • Case Study • 732 Words (3 Pages) • 828 Views
Assignment 2: Canadian Blood Services
Problem Statement
Stan Dolby is faced with two major challenges: how to boost the number of donors while retaining the current ones.
Situation Analysis
Objectives
Keep up a database of sponsors. Ensure course of action of safe blood while guaranteeing supply stays ahead of demand. Enlist new donors. Diminish the waiting list for blood recipients.
SWOT
Strengths
- Growth in donor numbers
- Growth in units of blood collected
- A robust budget at $4.5m for marketing
- Process & recruiting improvements
Weaknesses
- Donors cannot be motivated with money or any other consideration
- Short storage period for whole blood & platelets
Opportunities
- 17 – 24 years age group is the largest group of donors
Threats
- 2% increase in demand, while population growth is at 1%
- Shortage of supply amid summer & winter holiday periods
- Risk of contamination due to mismanagement
- Perceived risk of harm or fear of the needle
- Reduced donation due to an ageing population & a surge in demand
- There is no substitute: only volunteer blood donors can donate
Reasons for donating blood
The variables which can cause a benefactor to give blood can be analyzed using the hierarchy of needs:
- Self Actualization
- Esteem Needs
- Safety Needs
- Physiological Needs
Consumer decision-making process in blood donation
Donor’s behaviour can be analyzed using the consumer purchase decision making process. This comes in 5 stages:
- Problem Recognition: Intensive advertising campaign promoting blood donation creates need awareness in people which in turn triggers the urge to become a donor.
- Information search: Potential donors can go to the CBS website to read their mission statement & educate themselves on why there is an inherent need for donors. They may also end up recruiting their relatives & friends while trying to have the discussion with them
- Evaluation of alternatives: The next stage will be to evaluate which donation centre to go based on available facilities & proximity to location. Only the locations that meet donor’s set criteria will make it into the donors consideration set.
- Donation decision: At this stage, a donor finally decides to donate blood & will now be left with the choice of which blood bank to go to & when to donate
- Post-donation behavior: This last step will depend mostly on the donor’s feeling & perception during the donation process & how his body reacts to having a pint of blood drawn out of his system
Donor segmentation
The essential goal of fragmenting the donors is to focus on the portion which can be most viable in blood donation. The donor segment can be classified into demographic and psychographic fragments.
Demographic segment divides the donors into groups based on age, gender, education, income, religion, race etc.
It can be seen that new donors, 17 – 24 years of age were the largest demographic group. In addition, female donors outnumber male donors by a ratio of 1.2:1.
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