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Jcpenney Retail Strategy

In: Business and Management

Submitted By jtorre11
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Fair and Square Retail Strategic Analysis: JC Penny Professor Maria Kalamas MKTG 4300/01 Basic Retailing- Spring 2012

Team Shopaholics Anonymous Vaughan Alexander | Marshall Gingles | Sean Lehnherr | Aftiam Ramli | Juan Torres

Table Of Contents

Introduction 01
Multipart Analysis of the Retailing Mix Customers 04
Customer Service 05
Merchandise 07
Logistics 09
Price 11
Advertising & Promotion 12
Trading Area & Site Selection 13
Store Layout & Design 14
Retail Strategic Plan
Controllable & Uncontrollable Variables 18
Global Retailing 20
Positioning & Differentiation 20
Strategic Direction 21
Executive Summary 22
Appendices & References 24

In 1902 founder and one time CEO James Cash Penney opened a small dry goods store in Kemmerer, Wyoming named The Golden Rule. 110 years later this once small business manager grew a company we now know as JCPenney, which has flourished into a nationwide retail department store with over 1100 store locations throughout the United States. Throughout the years JCPenney has changed an adapted to the retail market. It wasn’t till the suburban boom of the 1950’s or the post WW2 era that JCPenney became relevant as the department store we know it as today. It was at this time that JCPenney began to run national advertisements and adopted its discounted goods strategy. During these years James Cash Penney held on to his humble beginnings and incorporated his standing on customer service and daily operations. The key...

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