Marketing Manager at Canadian Blood Services (CBS), concerned about the growing demand for blood - 2 percent a year - due to several factors, including reduced waiting times at local hospitals, new processes and increased use of, or the requirements of an aging population. Peak season demand coincides with low power seasons, such as summer and winter holidays. Two issues that need attention: the first involves an increase in the absolute number of donors, is currently in the range of 400,000. There are indications that the proportion of Canadians (four percent) who donate blood are lower than in other countries, such as Sweden (five percent). The second requirement to retain more donors and increase the number of donations per donor per year. CBS-still faces issues arising from the tainted blood scandal of the 1980s and the subsequent investigation Krever. They work to restore public confidence. The essence of the question is to understand consumer behavior in relation to blood donation. A manager must understand the process of consumer decision to study segments, identify the target segment and alliances to increase both the absolute number of donor and repeat donations identified donors. "Hide
by Ron Mulholland Source: Richard Ivey School of Business Foundation 13 pages. Publication Date: November 25, 2011. Prod. #: W11531-PDF-ENG
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