Goodwill Industries Case
Goodwill Case Study
University of Maryland University College
Marketing Principles 310
Keisha V. Morris
November 9, 2014
Founded in 1902, by Rev. J. Edgar Helms, Mr. Helms described the vision of Goodwill Industries as “a provider of employment, training and rehabilitation for people of limited employability, and a source of temporary assistance for individuals whose resources were depleted.”1 Since that time Goodwill industries has strived to maintain Mr. Helms’ vision and provide a service to all people and work towards banishing poverty and exploitation.
There are three main types of Goodwill customers. The first type of customer is part of the critical mass of shoppers, the early adopter and the late adopter. The …show more content…
When the economy is not positive and is moving slow it impacts consumer traffic, quantity of donations and the quality of donations. Those factors also affect the capability to provide enough working and training hours for employees. Goodwill must market just as any other retailer, but with more of a purpose because the goal is not only to make a profit. Another environmental trend that impacts Goodwill’s performance is the internet. The growth of e-commerce has many consumers selling their high quality items online, at such sites as E-bay, and donating the low quality items to Goodwill or consumers will not donate at all. Therefore, Goodwill’s marketing strategies and tactics are impacted and marketers must work to evolve their marketing mix. Goodwill recognizes the behavior of consumers and the products that peak their interests. Each store is in a different environment and must market to the consumers of that environment. By following trends of the fashion market employees and marketers know to look for specific items which they know the consumer is eager to own. This is called the ‘pull method’. By providing what the consumer demands it pulls the customer into the store. Another useful tool in the marketing mix is e-commerce. Goodwill participates in e-commerce and offers consumers the same opportunity as other e-commerce retailers to bid on items starting at $9.99. There are also Goodwill boutiques that market to more of an upscale clientele with higher end items and
University of Maryland University College
Marketing Principles 310
Keisha V. Morris
November 9, 2014
Founded in 1902, by Rev. J. Edgar Helms, Mr. Helms described the vision of Goodwill Industries as “a provider of employment, training and rehabilitation for people of limited employability, and a source of temporary assistance for individuals whose resources were depleted.”1 Since that time Goodwill industries has strived to maintain Mr. Helms’ vision and provide a service to all people and work towards banishing poverty and exploitation.
There are three main types of Goodwill customers. The first type of customer is part of the critical mass of shoppers, the early adopter and the late adopter. The …show more content…
When the economy is not positive and is moving slow it impacts consumer traffic, quantity of donations and the quality of donations. Those factors also affect the capability to provide enough working and training hours for employees. Goodwill must market just as any other retailer, but with more of a purpose because the goal is not only to make a profit. Another environmental trend that impacts Goodwill’s performance is the internet. The growth of e-commerce has many consumers selling their high quality items online, at such sites as E-bay, and donating the low quality items to Goodwill or consumers will not donate at all. Therefore, Goodwill’s marketing strategies and tactics are impacted and marketers must work to evolve their marketing mix. Goodwill recognizes the behavior of consumers and the products that peak their interests. Each store is in a different environment and must market to the consumers of that environment. By following trends of the fashion market employees and marketers know to look for specific items which they know the consumer is eager to own. This is called the ‘pull method’. By providing what the consumer demands it pulls the customer into the store. Another useful tool in the marketing mix is e-commerce. Goodwill participates in e-commerce and offers consumers the same opportunity as other e-commerce retailers to bid on items starting at $9.99. There are also Goodwill boutiques that market to more of an upscale clientele with higher end items and