Canadian Blood

In: Business and Management

Submitted By benjamic
Words 393
Pages 2
Canadian blood services

Problem statements

The demand for blood products, especially red blood cells was increasing at a rate of two percent per year, driven by the decrease of wait times in local hospitals, increased use or requirements of an aging population. This requires the blood supply keeping up to meet the growing demand. There is also a problem with the variable demand and blood could not be stored indefinitely. Peak demand seasons such as summer and winter holiday season coincide with low supply seasons. CBS needs to understand the consumer decision process, examine segments, determine a target segment and develop communications to increase both the absolute number of donors and the repeat donations of identified donors.

Company objectives, background, and forecast

CBS is a not-for-profit, charitable organization and funded by the health ministries of the province and territories (except Quebec) in 1998 as a result of “commission of inquiry on the blood system in Canada”. CBS’s operating principles included maintenance of a safe, sufficient, voluntary, national supply of blood and blood products. In the past several years, CBS advertised and conducted regular market research to determine public attitudes toward the current management of blood supply. This helps CBS to establish trust and confidence in the blood system.

 Collection grew to more than 900K units in 2011 from 685K units in 2011 while the number hovered around 400K throughout the year 1998-2011
 Only 4 per cent of Canadian donated blood in contrast to other countries where more than 5 percent. The active donors made up 3% of the eligible population
 CBS recruit new donor through mobile clinics, advertising in clinics at the permanent centers and report in print, radio and TV media report for the shortage of blood.
 The 17-24 age group becomes the largest demographic…...

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