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Macys Case

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Group assignment 2: Macy’s Case
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Strategic Marketing 2013-2014
Macy’s Department store repositioning
Guidelines
You are asked to prepare a report, answering the questions below (max 10 pages). In solving the case and answering the questions, you could use not only the information given in this case and attached articles, but can seek further information about the market and consumers if necessary. * The case can be found on the Pointcarre webpage * Deadline for submission is: 27/03/2014 * Professional text and layout; no writing or grammar errors * Refer in a correct manner (e.g. APA-style) * Mention names and enrollment numbers of all the team members on the first page * Hard copy
Questions regarding the Macy’s case 1) Make a situational analysis of the traditional department store industry and of Macy’s as of 2005. Which factors in the external environment could (positively or negatively) affect the success of Macy’s new strategy? Which internal factors could affect the success of the company’s strategy? (don’t forget to look at the exhibits!) 2) Evaluate Macy’s 2005 consolidation and repositioning strategy: what are its strengths? What could be the benefit of each strength? Evaluate Macy’s 2005 consolidation and repositioning strategy: what are its weaknesses? What could be the possible outcome of each weakness? 3) Porter argues that the goal of strategy, and a key to achieving a sustainable competitive advantage, is finding a unique and valuable position. In your opinion, has Macy’s found a unique and valuable position in the retail landscape through its new strategy? Explain. 4) An important strategic option is to build brand equity. What are the four main sources of brand equity and how does Macy’s try to build

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