Sales Strategy: J. C. Penney's Sales Strategies

Sales Strategies
For J.C. Penney

BASED ON RECENT INDUSTRY INFORMATION
FROM VARIOUS INTERNAL AND EXTERNAL SOURCES

Sales Strategies
For J.C. Penney BASED ON RECENT INDUSTRY INFORMATION
FROM VARIOUS INTERNAL AND EXTERNAL SOURCES

Prepared for
Myron Ullman, CEO
J.C. Penney
6501 Legacy Dr.
Plano, TX 75024

Prepared by
Adrienne Pham
Starlena McBride
Allison Ji
Zack Lipot
Lawrence Sanchez

Ankit Patel
Tiffany Vo

May 14, 2013

Report Contents
Content

Page
Title Page

………….…………………………………..

i
Report Figures

ii

Transmittal Letter

iii

Executive Summary

iv

Introduction

1

Discussion/Analysis

1

Alternatives
Solution
Conclusion
An alternative that the struggling JCPenney must consider is bringing back their consistent sales throughout the year. They should not be alienating customers; they should be focusing on maintaining our loyal customers and bringing in new prospects at the same time. A survey by Prosper Business Development, a market research company in Ohio, found that nearly half of JC Penney’s shoppers are over 55 years old
(Stock, 2013). This is the demographic that appreciates coupons. By taking away coupons and sales, they are taking them away as well. An advantage of having these promotions sales is that it brings the customers back. To bring these customers back, JCPenney needs to urgently have great sales as a marketing campaign to show the public that they are back and are here to stay.
One of the reasons why people shop is for the thrill of finding good deals and feeling proud when that is accomplished; having sales is an advantage because it creates the buzz and excitement in shopping again as the company’s brand has suffered because of the changes. Johnson’s goal
Thus, when Johnson eliminated the sales, he also took away their brand. Taking a look at competing department stores, most stores have sales throughout the year. The stores that do not have them are higher end designer