Problem Statement:
“The demands for blood products are increasing with a percentage increase of 2% per year, due to several factors. Stand Dool by is concerned about the how the supply can stay parallel with the growing demand?”
Situation Analysis:
A number of factors are increasing the demand for blood per year such as; new operating procedures, increased usage for aged populations and very small time of window for waiting in local hospitals. The organizations is looking for methods to increase the number of donors, how can they retain the do nators and the number of donations per donor annually. The manager at CBS is evaluating the segments, their decision making process and how can he communicate with his target segment to increase the number of donors and donations by donors per year.
Alternatives:
- Well-Tailored Promotion Plan:
As Doolby is aware of the consumer decision process for making blood donations. He is well aware of the trends and barriers that a consumer faces while making the decision. A justified and well-tailored promotion plan would be ideal for this situation to resolve their issue of increased demands. Communicating the accurate message with the help of their campaigns and marketing strategies they can convince and motivate the audience towards donating blood assuring them, that their donations would reach the ones who need it the most. Only a spot-on marketing strategy can communicate the message efficiently resulting in an increased number of donors and donations per year.
Educating the Audience:
Target audience is not motivated enough to donate blood to CBS as they don’t see a motivating element in doing so. They don’t have the knowledge regarding the importance of blood donations, and how can it be a matter of death and life for a large number of people in hospitals or victims of diseases. CBS can attempt to educate their target segment regarding the increased demands in blood products, especially red blood cells. Once the donors or the potential donors are aware and educated regarding the importance of blood donations and how much of a difference it can make for people, without the donors losing anything or paying any amounts. The target segment would be emotionally motivated and would feel thankful for what they take for granted and would be more willing to donate to help people other live a better life with one less thing to worry about, Blood.Canadian Blood Services Case Solution
Recommendation:
Well-Tailored Promotion Plan:
Communicating with the target audience would be most suitable for the issue. As CBS is aware about their decision making process and what factors come under their consideration while making a decision. It would not be of much difficulty for the organization to craft a suitable promotion plan for resolving the issue as the data has been analyzed and the donor statistics are reviewed by the board of directors of the organization. All CBS needs to do is create a meaningful message, highlighting the increased demands in blood products and how they can efficiently communicate this message with their target segment.........................
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