服务管理：运作、战略与信息技术(原书第9版)案例课件Goodwill.pptVIP

* Goodwill Industries International Service Renewal Copyright ? 2014 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Background Goodwill mission is to help people with disabilities lead productive lives Major source of revenue from donations of used clothing, house ware, electronics, and other salable items. Competition for donations and sales emerging:- Salvation Army- Small consignment and thrift stores- Aggressive encroachment from for-profit thrift stores (e.g. Thrift Town) How should the introduction of for-profit thrifts affect Goodwill’s decisions about the role of customer service? Goodwill Sources of Revenue Goodwill Strategy Avoid head-to-head competition by using a niche marketing strategy (e.g. Halloween costumes) Open stores in high-traffic locations Polish image to look more like a department store than a thrift shop. Who are Goodwill’s customers and how have their demographics changed over time? How can Goodwill differentiate itself from the competition? Customer Issues Discontinued pickup service (avoid trash) “All sales are final” policy Questions Who are Goodwill’s customers and how have their demographics changed over time? How should the introduction of for-profit thrifts affect Goodwill’s decisions about the role of customer service? How can Goodwill differentiate itself from the competition? Visit where Goodwill auctions items of special interest and discuss why this online store has great profit potential. * * *