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Macys Game Theory

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Submitted By goboy87
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In 2011, Toys “R” Us, decided to begin the competition of Black Friday earlier by opening its doors on Thanksgiving night. The following year other stores including: Target, Lord & Taylor, and Hudson Bay Co. followed in suit by opening its doors on Thanksgiving. Macy’s now had the dilemma on their hands on what strategy they should do going forward. In order to determine their actions they implemented game theory in order to make the best possible decision. If Macy’s was to remain closed on Thanksgiving they would not only lose customers to other retailers on Thanksgiving, but they would also lose foot traffic on Black Friday as well. On the other hand if they were to open they would be able to grab a portion of retailers on the Thanksgiving, and Black Friday shoppers would have a greater experience with fewer crowds to contend with. Also with being opened on Thanksgiving, it would create the much need hype to attract customers towards Macy’s, since most Black Friday shoppers are usually attracted more towards the electronic stores. With implementing the strategy of opening its doors on Thanksgiving, Macy’s once again is staying competitive amongst all other retailers. The war on Black Friday still isn’t over, and Macy’s will need to continue to determine what they need to do to win even if it means starting theirs sales even earlier than Thanksgiving. Using game theory was the best way for Macy’s to determine what actions they needed to take. This way they were able to make the best strategic decision based on what everyone else was doing. Figure 1, seen below, is an example of what Macy’s probably used in order to determine their best strategic decision. Analyzing this table we see that if Target were to open their doors, Macy’s would be better off opening since $10 million is better than nothing, and if target were to stay closed, Macy’s would be

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