Measuring market orientation of Muscle Pharm Corp. (MSLP:US) May 2014 | Page 5

Setting and Measuring of individual and department performance

1 INTRODUCTION
MusclePharm (MSLP) was founded in the year 2008 by Brad Pyatt, a former NFL American
football player and by Cory Gregory. MSLP is an athlete’s company that focuses on the
development and manufacturing of sports supplements that do not include any ingredients
outlawed by the sports industry and Federal Drug Administration (FDA). MSLP’s products are
directed to those individuals who live an active lifestyle; for those who want to increase their
muscle mass, losing weight want to maintain their fitness condition through the daily intake
of supplements. The firm currently offers more than twenty products in over than 110
countries. The primary marketing strategy of the firm is to market MSLP as a ”must have
fitness” brand and to be recognized as the ”athletes company that is managed by athletes”
and offers products for athletes (MSLP, 2013).

1