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Marketing Plan 1

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Running head: J.C. PENNEY 1 J.C. Penney’s Marketing Plan to Regain a Dominant Position Student Name University Course Title Date J.C. PENNEY 2 Summary J.C. Penney one of the most successful and oldest retail company in America is facing an important financial crisis since 2012. Due to a change in its pricing strategy, the company’s sales have started decreasing since 2012 and this phenomenon is still ongoing. The company tried to bring back the old-fashioned pricing method but it seems that customers have already moved to competitors because, in spite of this movement, J.C. Penney’s sales are still decreasing. This issue has to be addressed by a new marketing plan aimed at increasing sales by hyping customers’ emotions and creating a buzz around the company. In the American retail industry, J.C. Penney is a well-known retailer with more than 100 years of operation. Unfortunately, this strength is not sufficient to reverse the tendency because the company’s is facing a very difficult financial condition, which limits its ability to fight back the threat of competitors. Luckily, J.C. Penney has some opportunities represented by an increase in customers’ disposable income and the acquisition of small retailers. To stand this difficult context J.C. Penney must fight on the financial and commercial battlefields. Indeed, the company needs to increase its business operations while finding the best strategy to retain and attract customers. Since J.C. Penney’s publ ...
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