Marketing Plan for Canadian Blood Services - Research Paper Example

? Canadian Blood Service Case Analysis Memo Canadian Blood Services Case Analysis 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. In this draft strategy, I have outlined some specific information on market research and information, decision making strategies, market segmentations, as well as communication strategies. Kindly feel free to discuss with me the outlined strategies at your convenience. 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 experience. In this category, most donors have had special experiences in their lives that allow them to easily and willingly donate blood. Consumer’s Decision Making Process and Return From the above discussion, it is evident that the two main segments (remunerated and non-remunerated) make their decisions to donate based on different perceptions and motivations. Whereas the remunerated segment relies on financial motivation, the non-remunerated segment makes decisions based on either influence from friends and colleagues or the past experience. The school and working ages make their decisions depending on the perception of friends and colleagues. The seniors on the other hand make decision on past experience. In return, the schooling and working segments obtain in return the satisfaction that they have saved lives, friendship, acceptance, and love especially between the donor and recipient. Attracting more donors In order to attract more donors, CBS should engage in the following activities: Increase program awareness regarding significance of blood donations Provide direct mails that include information concerning blood donation Provide convenience to the blood donors through ensuring that the donating time is adequately and effectively attained Setting up informational sessions at the schools in order to educate schooling segments on significance and aspects of blood donations Provision of blood donation services after the information sessions in schools and colleges Launching blood donation campaigns Increasing rate of donation of repeat donors In order to increase the rate of donation of repeat donors, CBS should be involved in: Creating awareness on significance of increased blood donations Conducting information sessions and blood donation services in schools Setting up new donor donation clinics as well as mobile donation clinics Ask for special medical services to blood donors Summary In the above presentation, it is clear that there is need for more awareness and motivation in order to encourage individuals to willingly and easily donate blood including repeated donations. In the discussion or presentation, it is clear that CBS need more awareness and involvement in information sessions as well as donation services. SWOT Analysis Strengths CBS has a considerable strong organizational culture CBS has a clear mission as well as vision statements There is a great team of employees and volunteers CBS enjoys strong financial support Donation process is good and with high quality Decision making process is effective and efficient CBS has operational independence that is out of governmental interference Weaknesses Operating hours are sometimes inflexible for donors especially in non-remunerated segment Only the remunerated segment obtains incentive and not others Operating environment is sometimes unfavorable Public trust decreased considerably Opportunities Demand for blood as well as blood-related products is incrementally increasing thereby creating room to solicit for more supply CBS has not major competitors in the industry or business CBS’s large base of qualified target stakeholders that include donors and other people CBS continues to develop new programs for instance, stem cell and marrow network. Threats Many myths as well as misconception regarding donation blood from the public Blood donated continues to experience drug problems as well as new diseases Read More