Case Study: JC Penney Company
Integrated Marketing Communications Brief
Margaret Nicholson
Keller Gradate School
Professor: Timothy Schauer
2/15/15
Course: MKTG-522-20775
Why are we developing a new IMC campaign?
J. C. Penney was founded by a successful retail businessman from Missouri named James Cash Penney. Penney had a deep respect for customers and wanted to create stores that was ran with honesty. J. C. Penney Company is a nationwide chain of stores that sells a wide variety of products (JC Penney 2013). Up until four years ago, JC Penney was one of the largest mid-range department store chains in America (Jacques 2014). JC Penney was on top of the catalog market when Sears closed down their catalog business in 1993 (Jacques 2014). However, in 2012 JC …show more content…
Some would ask, what happened to America’s favorite retail store chain? Many people speculate on JC Penney’s crisis. Some would say that JC Penney was beat out by other low end retailers like Wal-Mart or Kohl’s. Competition could be one of reasons why JC Penney is doing poorly, but the biggest reason why JC Penney is a failing company is because they have lost their identity. Minato stated in his article, What Went Wrong At J.C. Penney? “Most striking, if you look at J.C. Penney over the long term, it seems to me that they have lost their identity” (Minato 2013). For many years, JC Penney was known for being a department store for middle-income families. However, when JC Penney started to adding companies within their stores and began targeting higher income customers their business suffered (Jacques 2014). In order for JC Penney to become successful business again, they need to get back to basics. They need to embrace James Cash Penney’s …show more content…
They also want to be seen as a stylish store. However, they failed to look honest and trustworthy when they tried to attract wealthier people to their stores. JC Penney needs to update their stores with more departments to attract customers who want more variety at a department store. Mavan suggests in his article, Can J.C. Penney Be Saved, that JC Penney should create more departments like a toy section near the children’s clothing department and an electronic department to bring more money in the company (Mavan 2014). These departments can be very helpful in boosting sales especially during the holidays. If JC Penney wants to turn their business around they need to offer customers more chooses while still stay with today’s
Margaret Nicholson
Keller Gradate School
Professor: Timothy Schauer
2/15/15
Course: MKTG-522-20775
Why are we developing a new IMC campaign?
J. C. Penney was founded by a successful retail businessman from Missouri named James Cash Penney. Penney had a deep respect for customers and wanted to create stores that was ran with honesty. J. C. Penney Company is a nationwide chain of stores that sells a wide variety of products (JC Penney 2013). Up until four years ago, JC Penney was one of the largest mid-range department store chains in America (Jacques 2014). JC Penney was on top of the catalog market when Sears closed down their catalog business in 1993 (Jacques 2014). However, in 2012 JC …show more content…
Some would ask, what happened to America’s favorite retail store chain? Many people speculate on JC Penney’s crisis. Some would say that JC Penney was beat out by other low end retailers like Wal-Mart or Kohl’s. Competition could be one of reasons why JC Penney is doing poorly, but the biggest reason why JC Penney is a failing company is because they have lost their identity. Minato stated in his article, What Went Wrong At J.C. Penney? “Most striking, if you look at J.C. Penney over the long term, it seems to me that they have lost their identity” (Minato 2013). For many years, JC Penney was known for being a department store for middle-income families. However, when JC Penney started to adding companies within their stores and began targeting higher income customers their business suffered (Jacques 2014). In order for JC Penney to become successful business again, they need to get back to basics. They need to embrace James Cash Penney’s …show more content…
They also want to be seen as a stylish store. However, they failed to look honest and trustworthy when they tried to attract wealthier people to their stores. JC Penney needs to update their stores with more departments to attract customers who want more variety at a department store. Mavan suggests in his article, Can J.C. Penney Be Saved, that JC Penney should create more departments like a toy section near the children’s clothing department and an electronic department to bring more money in the company (Mavan 2014). These departments can be very helpful in boosting sales especially during the holidays. If JC Penney wants to turn their business around they need to offer customers more chooses while still stay with today’s