Goodwill Industries

Binette Johnson

MRKT 310, 5160

Prof. Silverstein

April 8, 2014

Written Assignment # 1

        Goodwill Industries was founded in 1902 in Boston, by Rev. Edgar J. Helms. As a Methodist minister and social innovator, he collected used household goods and clothing in wealthier areas of the city. Rev. Edgar J. Helms used the poor to mend and repair the goods. Goodwill Industries, was formally incorporated in 1910 and was known as Morgan Memorial Cooperative Industries and stores. Rev. Helms’ vision then was to make Goodwill Industries a place that provides employment, training and rehabilitation for people with disabilities. Today, Goodwill Industries is one of the largest nonprofit providers of employment and work readiness training.  

        Goodwill Industries’ missions, goals, values and commitments have provided many customers and families with high quality of services. The primary mission of Goodwill Industries is to provide work opportunities and skill development for people with barriers to employment, which is to build communities by connecting people to good jobs, good homes, and good neighborhoods leading to healthy communities. Not only does the organization have a mission; it also states a vision, which is to become satisfied when every person in the global community has the opportunity to achieve his or her fullest potential as an individual and to participate and contribute fully in all aspects of a productive life. ‘’Last year, Goodwill Industries helped more than 6.7 million people train for careers in industries such as banking, IT and health care, and get the supporting services they needed to be successful’’(2012).

        Goodwill stores offer products at a very good price which attract consumers form different background. It is a human nature to desire things and purchase these goods, especially when they are affordable. Consumer wants can change depending on price. That’s why in this Goodwill Industries video we have three types of consumer. We have the fashion shoppers, bargain hunters and finally the resellers. The fashion shoppers frequent the high-end resale shops because their primary concern is fashion. They get satisfaction because of the upscale boutiques and specialty stores that offer donated designer goods and department store labels. Bargain shoppers are those who buy barely and new items that are offered at low price. Buying at Goodwill stores is appealing to them because they find the best deals without paying department store prices. Resellers are the third type of consumers that know Goodwill stores is the exceptional choice for their needs. They purchase products and services with the intention of reselling rather than consuming.

        I shopped only once at Goodwill store, I cannot explain why I did not before but I will say the experience was pleasant. I really did not have any perceptions of the company; I just did not have any Goodwill store close from where I live. I was actually moving to a new place and my roommate and I planned to go get a TV Stand at Ikea. On our way to Ikea we had some donation to make at the local Goodwill store, that’s how I decided to see what the store had and we find a nice TV stand and we bought for $10.00 instead of the one we were supposed to buy at Ikea for $ 200.00. Goodwill Industries value proposition for its entire customer group is, “used merchandise at deeply discounted prices’’ (Pearson).