Canadian Blood Services IMC Essay

INTRODUCTIONOscar Wilde once utter that youth is wasted on the young. But investing in the future, the leaders of tomorrow, is more than just good business sense its a necessity for survival and success Dr. Graham Sher, CEO of Canadian railway line Services (Pulse Magazine, 2012). Canadian note Services is a not-for-profit organization that operates across Canada, excluding Quebec. The objective of Canadian Blood Services is to encourage and receive source donations through safe and secure methods to help Canadians who need blood transfusions (Canadian Blood Services, 2013). There is an increasing need for blood and blood donations across Canada. Of the contemporary Canadian population, the baby boomer generation remains the most doglike in terms of donating blood, while younger generations are significantly slight likely to present on a frequent basis (Renwick-Shields, 2013). As the baby boomers age, Canadian Blood Services must find rude(a) ways to reach the younger gen erations, including the fas streak growing segment, the Millennials.PROBLEM assignmentHow can Canadian Blood Services increase the number of BC Millennial whole blood donors by 20,000 by March 31, 2015? The send number of donors is based on the previous years statistics of Millennial donations (age 17-34), agree the Canadian Blood Services data provided (Bird, 2014a). The target number is a percentage of half the total Millennial population of BC in 2012, as typically only half the population is eligible to donate (Renwick-Shields, 2013). The problem statement is specific to BC as a test market. The timeline is based on Canadian Blood Services fiscal year, seed April 1, 2014 and ending March 31, 2015.KEY FINDINGSAccording to Canadian Blood Services, on average, every 60 seconds, someone in Canada requires blood or a blood product (2013). The demand for blood is not subsiding, increasing at a steady rate of 2% per year (Canadian Blood Services, 2013). To be an eligible donor, vol unteers must meet many stringent requirements, including a tokenish age of 17, sufficient levels of iron and hemoglobin in blood, and disclosure of wellness and travel history.