Premium Essay

Jcpenney Strategic Analysis

In: Business and Management

Submitted By vkharms
Words 1729
Pages 7
STRATEGIC ALTERNATIVES

In January 2012, newly appointed CEO, Ron Johnson introduced a plan to rebrand the department store chain into a 21st century retail powerhouse. Launching of the new J. C. Penney brand identity was set to occur over four years and would include a new logo, a new in-store experience featuring new and transformed brands, and most importantly, it would change the way that the company priced merchandise. Unfortunately, J. C. Penney suffered a 25% sales decline in the first year and Johnson was fired after only 17 months.
Historically, J. C. Penney’s strength had been communicating the relationship between quality and value, in a way that the customer could understand. J. C. Penney lost this connection when we introduced a complicated, three-tier pricing strategy that eliminated the use of promotions and coupons. Despite research-supported ideas and the conscious rebranding efforts, we have failed to generate the urgency and excitement required to win the support of customers and employees. Poor messaging regarding the rebranding, paired with miscommunication between the company and our customers, has left us in a major financial bind and business crisis.
With the reinstatement of former CEO, Mike Ullman, we find ourselves at a strategic crossroad and the Board of Directors has made the decision to explore and evaluate strategic alternatives. We are soliciting your expert advice in creating a more cohesive image through one of the following approaches:
1. New management, same rebranding strategy. The rebranding strategy was poorly executed under Mr. Johnson’s management and took extraordinary measures, but under the right management and after a few adjustments, the branding strategy will be a success.
2. New management, new brand. Another option is making J. C. Penney a leader in style, by offering stylish, high-quality merchandise for...

Similar Documents

Premium Essay

Target

...Strategic Plan STR/581 Strategic Plan James Cash Penney started JCPenney, now known as JCP, 110 years ago. Penney aspired to be a lawyer for his family was not really well-off. His father was a Baptist minister and a farmer. He never had an opportunity to start in law school due to educational expenses that his family cannot afford. He worked in a local dry goods store where he became an assistant manager in Golden Rule Store. He had the chance to acquire one-third of the venture. In five years time, that was 1907, Penney acquired that of his partners (Soylent Communications, 2012). He had a vision to establish an entity that treats people the way he wants to be treated and this is what people commonly hear as “fair and square”. His very first retail business was named Golden Rule as based on his philosophy in life coming from the words of Confucius: “treat others as you want to be treated”. JCPenney was successful in his business for long years. His venture has the capacity to be an industry leader in innovation, pricing, and marketing strategy. Way before internet was invented, JCPenney offered catalogs to showcase their products. And now, they have jcp.com and their facebook page in which they do their promotions, marketing and sales (Toy, 2012). JCPenney had difficult times in keeping a close competition with Macy’s and Dillard’s Department Store especially when there were costs hikes when sales were down. The company adopted measures to deal with its problem.......

Words: 3430 - Pages: 14

Premium Essay

Jcpenney Retail Strategy

...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......

Words: 6212 - Pages: 25

Premium Essay

Jc Penney Strategic Marketing Plan 2012: Product Strategy

...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......

Words: 11736 - Pages: 47

Premium Essay

Student

...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......

Words: 11736 - Pages: 47

Premium Essay

Bus412 W2

...once implemented it had quite an adverse effect on their business overall and as a result sales have continued to suffer going into early 2013. In fact, when fourth quarter sales information was released, it showed JC Penny department sales being down 32% year over year. (Blodget, 2013. Para. 2). It was apparent that there was a disconnect between the company’s newly implemented changes/vision, and the customers perception and reaction. These articles speaking to the changes and status of the JC Penny Company Inc. are very relevant to our content and discussions as this clearly showcases a company going through a change in business strategy and all that accompanies it. Items directly referenced from our current text such as: • Strategic Management (or in this case lack thereof)...

Words: 531 - Pages: 3

Free Essay

Mission

...Mission and Vision Statement of J.C. Penney Brooke Hall BMGT 495 Strategic Management Professor Swindell November 1, 2013 Table of Contents Introduction 3 Mission Statement 3 Vision Statement 4 JCP’s Strengths 5 JCP’s Challenges 5 Future Goals and Objectives 6 Recommendations 7 References: 8 Introduction Founded in 1902, by James Cash Penney in Kemmerer, Wyoming, JCP has witnessed dramatic changes and overhauls with the arrival of each CEO. Beginning in 2013, JCP again started fresh with the rehiring of retired CEO Myron Ullman who has taken revolutionary steps to improve the company’s performance and pricing structure (Berfield, 2013). Under the leadership of Ullman, JCP is working to rid itself of its former image of inadequate products, at least one price promotion per day, and high employee turnover, and instead focusing on fair pricing for all, interest based marketing, and spotlighting their exclusive brands in comparison to their competitors. Mission Statement According to Daft (2011), having a clear mission and vision for the future as well as a strategy for implementation are key components of accomplishing any goals within an organization. JCP’s mission is simple and straight to the point, “To drive Sales and Profit growth by ensuring our Customer and Associates always know they’re first in our Stores by what We do!” (JCPJline, 2011). As noted in our text, a mission statement serves as both a description of a company’s purpose, while......

Words: 1689 - Pages: 7

Premium Essay

Jc Penney

...cheaper in-house labels. 3. Ron Johnson has established the mission and vision with his vision on how Penney’s needs to change to become competitive. He has established the grand strategy by assessing Penney’s current performance and lays out the game plan on how the mission will be accomplished. Mr. Johnson has clearly formulated his strategy by analyzing Penney’s internal problems along with the problems they have are facing from their competitors. Penney’s is currently n the strategy implementation part of the process this will take much investment but cost cutting and the elimination of sales have been “engineered” to pay for it. It appears to me that with Mr. Johnson’s leadership Penney’s is following the five steps of strategic-management process. 5. I feel Penney’s is trying to follow Porter’s Cost-Leadership Strategy: Keeping Costs & Prices Low for a Wide Market. This strategy puts pressure on the company to work at their strategy. They need to be innovative and have...

Words: 526 - Pages: 3

Premium Essay

Retail Docs

...Behavior Introduction to the World of Retailing Retailing Strategy Chapter 1 describes the functions that retailers perform and the variety of decisions they make to satisfy customers’ needs in rapidly changing, highly competitive retail environments. The remaining chapters in this section give you further background information to understand the world of retailing. Chapter 2 describes the different types of retailers. Chapter 3 examines how retailers use multiple selling channels— stores, the Internet, catalogs—to reach their customers. Merchandise Management Store Management Chapter 4 discusses the factors consumers consider when choosing retail outlets and buying merchandise. The chapters in Section II focus on the strategic decisions that retailers make. The chapters in Sections III and IV explore tactical decisions involving merchandise and store management. Introduction to the World of Retailing EXECUTIVE BRIEFING Maxine Clark, Chief Executive Bear, Build-A-Bear Workshop became President of Payless Shoe Stores, then a division of May Department Store with over 4,500 stores and $2 billion plus in annual sales at the time. In early 1997, I decided to launch a retail concept I had been thinking about—Build-A-Bear Workshop®. While most retailers are merchandise driven, Build-A-Bear Workshop® offers highly interactive experiences like a theme park. It combines the universal appeal of plush animals with an interactive assembly...

Words: 18139 - Pages: 73

Premium Essay

Gap Incorporated

...TO: CEO of Gap Inc. FROM: Andre’ Snead I have conducted a company analysis on Gap Inc. and my findings resulted in the following recommendations to improve their sales for the next three years: * Gap Inc. need to produce a better advertisement campaign that relates more to their customers. * Fashion and brand-conscious consumers who shopped at retailers such as Gap tended to be emotionally driven in their purchasing behavior and were influenced by marketing efforts that showcased the store’s latest trends. According to Exhibit 1, buyers bargaining power is strong because they control what they purchase and from what retailer they purchase from. Buyers are more inclined to make wiser purchases because of the state of the economy. By producing a better advertising campaign, Gap Inc. can entice an emotionally driven customer that sees a commercial or a billboard to make a purchase. * Social media have taken over the lives of many consumers in America. This is another area that Gap Inc. should focus its advertisement strategy. By utilizing Facebook and Twitter, Gap Inc. can reach out to millions of their customers and increase their brand image, which is a key success factor in the retailing industry. (See Exhibit 2). * Gap Inc. should focus some of its resources and assets on producing plus-sized clothing in the United States market. * By 2010, the plus-sized segment in the clothing store industry reached 27 billion dollars. The......

Words: 1175 - Pages: 5

Premium Essay

Report

...By: Ateeba Abid MBA (HRM) Internship Report submitted in partial fulfillment of The requirements for the degree of MBA Department of Business Administration GC University, Faisalabad 1 Masood Textile Mills CERTIFICATE BY THE RESEARCH SUPERVISOR I certify that the contents and form of internship report submitted by Mr./Mrs………………………………, Roll No………….. has been found satisfactory and according to the prescribed format. I recommend it be processed for evaluation by the External Examiner for the award of the degree. Signature…………………................. Name: .............................................. Stamp………………………. Chairperson Dean, Faculty of Management Sciences, GC University, Faisalabad. 2 Masood Textile Mills 3 Masood Textile Mills 4 Masood Textile Mills I would like to dedicate this project report To my beloved parents and respected teachers, because whatever i am today is all due to their prayers and their support 5 Masood Textile Mills Preface It is the age of information & competition. The scientific advancement has made the life more dynamic & competitive worldwide. So one must have practical knowledge and trained enough to live successfully in present competitive situation because it is becoming difficult to survive without creating changes & adapting ourselves according to these changes. The students of MBA receive knowledge during their study, has completely theoretical base. Their ideas remain unsaturated,...

Words: 6853 - Pages: 28

Premium Essay

Kmart-Sears (Swot)

...4. To appropriately position the company in the retailing business industry 5. To be able to address competition 6. To make SHC a profitable company in the long term 7. To build a broader customer base IV. Case Facts and Analysis The merger of Kmart and Sears in late 2004 occurred to gain competitive advantage over its competitors by combining strengths of Sears and Kmart for the long-term value for SHC. This merger will benefit both companies in an ever changing and competitive retail industry. SHC will be able to enter into new markets with its combined expertise of Kmart in discounter stores and Sears in department stores. This merger benefits both companies in different ways separately and to the new merged entity – SHC. Kmart will benefit from the planned cost sharing of several of Sears leading proprietary brands as well as present opportunities to capture significant revenue and cost synergies including merchandise and non-merchandise purchasing, distribution and other administrative expenses. Sears will be out of malls, and will benefit from Kmart’s stores locations which are in high-income customer target market. By combining these two forces, SHC will increase its market share presence. This merger becomes a strategic fit that allow a company to expand into new markets and benefit from cost synergies. In...

Words: 894 - Pages: 4

Premium Essay

Sears

...Bell International Business Planning & Marketing MNM41 A Business Strategy Review and a Marketing Review of Sears 1st submission Date Due in: April 19, 2012 Number of pages: 23 Word count :3,281 Table of Contents sEARS bUSINESS STRATEGY REVIEW i Executive Summary 2-3 introduction brief history and background of sears 4 mission & obJECTIVES II evaluation of sears existing mission and objectives 5-6 External analysis IIi Competitors 7 PEST 8-9 Five forces Analysis 10-11 Opportunities & Threats 11 InternaL aNALYSIS iV Strenghts & Weaknesses 12 Financial ratios analysis 13-14 Past and current strategies 15 Sears current strategic position v Sears current strategy Balance Scorecard 16-17 Porter’s Generic strategies 17 rEcommendations vi Objectives and strategic actions 19-21 Evaluation 22- 23 Conclusion 24-26 Bibliography Executive Summary Sears, once the leader of the retail industry, is now facing financial troubles and is relegated to the 10th position in the market (Store org, 2011). Even after the merger with K-Mart, the retail conditions have not seemed to improved, but in fact, Sears Holding’s financial reports continued to reflect loss. Investor confidence in Sears......

Words: 11357 - Pages: 46

Premium Essay

Marketing

...Week 1 TCOs A, B, C Marketing, Strategies, and Research Chapter 1: Defining Marketing for the 21st Century Chapter 2: Developing Marketing Strategies and Plans Chapter 4: Conducting Marketing Research and Forecasting Demand, pp. 88-105 A. Given information gathered through applied business research, develop a Marketing Plan for a product or service of your choice consistent with its position in the market. Understand how this Marketing Plan would fit into a complete Business Plan for the product or service. Key Concepts: Define marketing and how it evolved and why marketing is important to our society. Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals. How it evolved has 5 phases on page 2 of notes. 1. Production concept of marketing, 2. Product concept, 3. Promotion selling concept, 4. Marketing concept, 5. Holistic marketing. A social definition shows the role marketing plays in society; for example, one marketer has said that marketing’s role is to “deliver a higher standard of living.” Here is a social definition that serves our purpose: Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others. Explain the Marketing Concept as one of several company orientations towards the marketplace...

Words: 2360 - Pages: 10

Free Essay

Act 504 Jc Penny

...Table of Contents UNITED STATES SECURITIES AND EXCHANGE COMMISSION Washington, D. C. 20549 FORM 10-K (Mark One) x|ANNUAL REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE SECURITIES EXCHANGE ACT OF 1934| For the fiscal year ended January 29, 2011 or ¨|TRANSITION REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE SECURITIES EXCHANGE ACT OF 1934| For the transition period from to Commission file number 001-15274 J. C. PENNEY COMPANY, INC. (Exact name of registrant as specified in its charter) | | | Delaware| |26-0037077| (State or other jurisdiction ofincorporation or organization)| |(I.R.S. EmployerIdentification No.)| 6501 Legacy Drive, Plano, Texas 75024-3698 (Address of principal executive offices) (Zip Code) (972) 431-1000 (Registrant’s telephone number, including area code) Securities registered pursuant to Section 12(b) of the Act: | | | Title of each class| |Name of each exchange on which registered| Common Stock of 50 cents par value| |New York Stock Exchange| Preferred Stock Purchase Rights| |New York Stock Exchange| Securities registered pursuant to section 12(g) of the Act: None (Title of class) Indicate by check mark if the registrant is a well-known seasoned issuer, as defined in Rule 405 of the Securities Act. Yes x No ¨ Indicate by check mark if the registrant is not required to file reports pursuant to Section 13 or 15(d) of the Act. Yes ¨ No ......

Words: 42153 - Pages: 169

Premium Essay

Report

...NYSSA Student Research This report is published for educational purpose only by students competing in the Investment Research Challenge. Industry: Apparel and Accessories Phillips-Van Heusen Recommendation: BUY Price Target: $23.50 4Q $0.6 0.4 0.4 0.7 Year $3.7 3.2 2.3 2.7 P/E 10.7x 5.6x 7.8x 6.6x 2Q $0.8 0.6 0.4 0.4 3Q $1.2 1.0 0.8 0.9 Ticker: PVH Price: $17.90 (as of Jan. 20, 2009) Team J Jan. 26, 2009 EPS 2007A 2008E 2009E 2010E 1Q $1.1 1.2 0.7 0.7 Note: PVH fiscal years are based on the 52-53 week period ending on the Sunday closest to February 1 and are designated by the calendar year in which the fiscal year commences. PVH: In Strong Position to Weather This Recession  Strong Growth from International Licensing, Contributing Higher Margins: Ck Calvin Klein is well recognized as a high-end brand in Asia, and regional licensees are committed to a minimum sales level, according to our interview with local licensees. International licensee Warnaco is still aggressively opening new stores in the new markets. We believe that certain international markets will recover from the global slowdown sooner than the US and will continue to contribute strong growth to PVH. Furthermore, the licensing business contributes a 100% gross margin, which improves overall profitability when the licensing business grows faster than other segments. Margins Maintained Due to Established Relationships with Distributors and Retailers: During the 2000 downturn, distributor‟s......

Words: 13599 - Pages: 55