Canadian blood services marketing case study

The marketing manager for Canadian Blood Services CBS is concerned about a growing demand for blood - 2 per cent per year - driven by a number of factors, including the decrease of wait times in local hospitals, new operating procedures and increased use or requirements of an aging population. Peak demand seasons coincide with low supply seasons, such as summer and winter holidays. Two issues require attention: the first involves increasing the absolute number of donors, currently in the , range. Indications are that the percentage of Canadians four per cent who donate blood is lower than other countries such as Sweden five per cent.
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Canadian Blood Services - Case Study

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Canadian Blood Services | Harvard Business Publishing Education

Please join StudyMode to read the full document. Introduction Canadian Blood Services CBS has a reputation that makes people feel comfortable in knowing that when they donate blood there will be professionals that will take care of them and they receive the satisfaction of knowing they are saving lives. It is this good feeling that brings donors into clinics to donate. However, Canadian Blood Services faces challenges in recruiting new blood donors and require increase donation collections to keep up with the growing demand for blood. Situational Analysis S. Strengths Positive brand image. Provides important and vital services.
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In turn, the number of donors needed has also increased. In addition, as the years have gone on, more and more Canadians have begun to trust the process of donating blood and how the CBS handles the process of blood donation. While the public has largely overcome the negative connotation that was once attached to the CBS, there is still a number of people hesitant to donate. As mentioned before mom of the public has mentioned a general fear of needles as a reason why they will not donate blood.
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Mission statement of CBS. Disclaimer: This work has been submitted by a student. This is not an example of the work written by professional academic writers. Here you can order a professional work. Find a price that suits your requirements.
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