The case study is developed in 2012 and 2013. J.C. Penney is anhonorable American institution, one of the last surviving department store chains. But it's endured from "profitless prosperity"--good "top line" (revenue) but great trouble in bringing much to the "bottom line" (net income).
Also, competition from specialty retailers has led Penney's to forego certain lines of business (including automotive repair) and face intense competition in other groupings (wear-to-work clothes and household goods). The case study discusses the hiring of Ron Johnson from Apple in 2011 along with the aftermath of Johnson's new strategy of a "curated set of 100 brands" and change in pricing strategy from frequent sales to regular low pricing. The case study also shows the wake of Johnson's strategy which was neutral.
PUBLICATION DATE: June 30, 2014 PRODUCT #: B5808-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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