Gnc- Retail Management Application Report Essay Example
Retailing Management Application Project
November 30, 2011
Presented to ________
Marketing Research 3167
Fall 2011
Statement of Intellectual Honesty: _____________, _____________, _____________, ______________
Table of Contents GNC Company Overview 3 Retail Strategy 3 Target Market 3 Positioning 3 Merchandise and services offered 4 Pricing 5 Advertising and promotions 7 Store design and atmospherics 8 Location 9 Customer service 10 Use of Technology 10 Performance Evaluations 12 Works Cited 14
GNC Company Overview
General Nutrition Companies, INC. was founded in Pittsburgh, Pennsylvania by David Shakarian in 1935 as a single, specialized, general health retail store (Histories, 2011). Since then, the company has experienced continuous growth in the nutritional supplements industry, NAICS code 445299 (Learning, 2011). GNC is the leading global specialty retailer of health and wellness products with a diversified, multi-channel business model that obtains revenues from product sales through company-owned retail stores, domestic and international franchise activities, third-party contract manufacturing, e-commerce and corporate partnerships.
Retail Strategy
Target Market
GNC targets health conscious consumers of all ages who have interests varying from body building, nutrition, weight loss, and athletic performance enhancements or to any person who is interested in starting or maintaining a healthy lifestyle. GNC has made its market very broad by advertising to all people and providing specially trained employees with knowledge of all products that are carried. The stores are designed to be inviting to everyone from a young high school athlete to a middle-aged mother of two. The pro-performance line is geared towards athletes of all ages and the live well concept promotes overall healthy living to the average adult.
Positioning
GNC offers customers the option to purchase their nutritional supplements from a
November 30, 2011
Presented to ________
Marketing Research 3167
Fall 2011
Statement of Intellectual Honesty: _____________, _____________, _____________, ______________
Table of Contents GNC Company Overview 3 Retail Strategy 3 Target Market 3 Positioning 3 Merchandise and services offered 4 Pricing 5 Advertising and promotions 7 Store design and atmospherics 8 Location 9 Customer service 10 Use of Technology 10 Performance Evaluations 12 Works Cited 14
GNC Company Overview
General Nutrition Companies, INC. was founded in Pittsburgh, Pennsylvania by David Shakarian in 1935 as a single, specialized, general health retail store (Histories, 2011). Since then, the company has experienced continuous growth in the nutritional supplements industry, NAICS code 445299 (Learning, 2011). GNC is the leading global specialty retailer of health and wellness products with a diversified, multi-channel business model that obtains revenues from product sales through company-owned retail stores, domestic and international franchise activities, third-party contract manufacturing, e-commerce and corporate partnerships.
Retail Strategy
Target Market
GNC targets health conscious consumers of all ages who have interests varying from body building, nutrition, weight loss, and athletic performance enhancements or to any person who is interested in starting or maintaining a healthy lifestyle. GNC has made its market very broad by advertising to all people and providing specially trained employees with knowledge of all products that are carried. The stores are designed to be inviting to everyone from a young high school athlete to a middle-aged mother of two. The pro-performance line is geared towards athletes of all ages and the live well concept promotes overall healthy living to the average adult.
Positioning
GNC offers customers the option to purchase their nutritional supplements from a