Some of the objectives of the CBS include increasing the amount of blood in order to meet the supply. Currently the supply exceeds the demand. There is an increased demand currently due to the increase, which was increased by the aging population that reduced donations while increasing the need for blood products created by emergency and elective surgeries. To implement the objectives of CBS there needs to be an increase in awareness as well as donors in order to meet these demands. There is a great potential with new donors and repeat donors. Repeat donors make up a majority of the blood supply because of how often they donate. Once a new donor donates, they may become repeat donors ultimately increasing the overall supply. Decreasing wait times is also an objective which was demanded by the hospitals in order to save time and potentially lives. So to solve these problem, the two objectives are to increase the numbers of donors and donor retention.
2. Perform a SWOT analysis for CBS.
CBS operates 43 permanent collection sites and conducts more than 20,000 donor clinic annually at more than 1,600 unique locations. This is a great strength because it is very accessible and makes it easy for donors to find a location to donate.
The demand is surpassing the supply by a large amount. In 2011, there were 900,000 units of blood donated while 1,000,000 units were needed.
There is a large population to attract. Currently only 10.2% of the eligible population is donating, so there is great potential with the rest of the 79.8%.
There could be a blood contamination similar to the one which occurred in the 1980s which contaminated the blood supply with the AIDS virus and hepatitis C virus. This could mean that donors would not be willing to donate knowing that there is a chance the blood would be contaminated.
3. Why do consumers donate blood?
There are many motivators to donating blood. Some of which are listed in the case as follows: self-fulfillment: “I feel good after I donate” humanitarian reasons: “It is the right thing to do” ease and convenience: “It is an easy thing to do and they call me” and habituation: “It’s a way of life”
There is a great need that needs to be met in the blood donating process. Currently there is a demand for blood increasing at a rate of two percent a year, twice as fast as the population growth. In Canada, only 4% of the population donate and only 10.2% of the eligible population. Blood cannot be stored for a long period of time, whole blood cells can be stored for one month while platelets can only stored for one week. Due to the limited amount of time blood can be stored, constant supply is needed in order to fulfill the demands.
4 What is the Consumer Decision-Making Process in blood donation? (15%)
Problem Identification (Awareness)
There is a great need for blood donation in Canada. It is important to donate because it is greatly needed and as an individual with healthy blood, a regular individual is able to make a difference.
How is my donation going to help patients in need? CBS may answer by saying that one donation is able to help up to three people. Where is the donor able to find a location in order to donate? Some criteria for donation include how close the nearest clinic is and others can include how large the accommodating space is.
Evaluation of Alternatives
Even though there is a clinic in close proximity to a donor’s house, the donor may choose to go to a school facility in order to interact with different individual and might donate for the social aspect.
During the time of donation, the quality and speed of service may be critiqued.
Post- donation evaluation
If the service of donating produced a positive outcome, the donor may become a repeat donor. If the experience was negative, the donor may not donate again.
5. Identify the donor