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Jc Penney Strategic Marketing Plan 2012: Product Strategy

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JC PENNEY STRATEGIC MARKETING PLAN 2012: PRODUCT STRATEGY

A Paper
Submitted to the Graduate Faculty of the
North Dakota State University of Agriculture and Applied Science

By
Alisha Liane Ostlund

In Partial Fulfillment for the Degree of
MASTER OF SCIENCE

Major Department: Apparel, Design, and Hospitality Management

April 2012

Fargo, North Dakota

North Dakota State University
Graduate School
Title

JC Penney Strategic Marketing Plan 2012:
Product Strategy

By

Alisha Liane Ostlund
The Supervisory Committee certifies that this disquisition complies with North Dakota State
University’s regulations and meets the accepted standards for the degree of
MASTER OF SCIENCE

SUPERVISORY COMMITTEE:
Linda Manikowske
Chair

Holly Bastow-Shoop
Jaeha Lee
Gerry Macintosh

Approved:
04-24-2012
Date

Holly Bastow-Shoop
Department Chair

ABSTRACT
The JCPenney Company has undergone a transition from a value retailer to a streamlined, customer-driven retailer in order to set itself apart from its biggest competitors, Macy’s and
Kohl’s. Previously, JCP was focused on general, storewide promotions. Currently, JCP has retooled their image to reflect a standard set of prices and special savings. In this exploratory look at JCP’s merchandising strategy, both previous and new methods are examined and additional steps to improve the returns on merchandising investments are offered. During this study, a detailed examination of JCP’s internal and external environments has been conducted, and an analysis of their consumer trends is presented. Suggestions for improvement in product strategy include the limited expansion of current on-trend or high fashion brands, as well as the acquisition of limited partnerships with new brands. In addition, collaborations with cosmetics and electronics during key shopping dates would benefit the existing infrastructure at JCPenney.

iii

DEDICATION
Thank...

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