Case Analysis of Canadian Blood Service

Case analysis of Canadian Blood Service

Donating to charitable causes is an incontrovertible part of people’s life. People think that the behavior of blood donating can benefit another person and also save their life in some emergency situation. The group of blood donating volunteer becomes larger than before. From active whole blood donor base, the figures showed that the number of active donors hovered around 400,000 from 1998 to 2011. Although the number of demand for blood products increases so quickly, the blood products suppliers cannot catch their steps at same time. Besides, according to the requests of eligible donors, there are also some barriers for the unqualified donators who are willing to make some effort for charities but they don’t meet the requirements. Thus, according to these reasons, the number of donors is not enough for Canadian Blood Service. Aiming at increasing and remaining donators, Canadian Blood services should find some approaches and solutions to deal with these blow issues.

Issue 1: What is the consumer decision-making process in blood donation?

Issue 2: In which ways can Canadian Blood Service appeal to blood donators and how can the company target them rightly?

Key Issue: What actions should Canadian Blood Service take and how can they implement in the donation activities?

The key to Canadian Blood Service’s success in recruiting and retaining its volunteers is to have an understanding of the motives of its target group of volunteers. Marketing managers should analyze the behavior of donate consumers firstly and then they can know how to target the market. The analyze information of donation behavior about motivation, decision-making can provide the useful evidences for targeting different consumers. There exists the links between them. Marketing managers should figure out what reasons caused them and find what impact they will lead to. The following part will cover these things.

To analyze blood donation behavior, motivation and decision-making process of donators will be in the major role for research. Just as Ron said, ‘Consumer behavior or problem solving is generally associated with the activities or considerations in acquiring or purchasing physical products such as toothpaste, dog food or automobiles.’ (Ron, 2011) In the consumer behavior of donation, the most part should focus on the motivation and needs of donors. Maslow put forward that there are five basic level of needs determined people’s behavior. It can be understood that the variety of motivation can caused different consumer behavior. (Maslow, 1943) After research, some data points out, as result of the behavior to donate is non-profit action, personal influence that is clearly relevant for donor retention are self-fulfillment, humanitarian reasons, ease and convenient. It can be showed that the motivation of donating can be diverse from different donators. Only know the motivation first, can marketers define what segmentation donors belong to.