Macy 's, Inc.

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SECTION I (Catalina): Macy’s, Inc. is a department store company that currently operates over 800 stores under the names of Macy’s, Bloomingdale’s, Bloomingdale’s Outlet, and their newest acquisition Bluemercury, which offers luxury beauty products and spa services. All but one of its stores are located in the United States, Guam, and Puerto Rico. Additionally, Macy’s sells its merchandise via their websites and mobile applications. According to their 2014 annual report, Macy’s had sales of $28.1 billion last year. In order to analyze Macy’s competitive characteristics we performed a SWOT Analysis to understand its internal and external environments. One of Macy’s strengths is that they are different from other major retailers because they not only sells popular brands; they also have special events that are considered to add a magical experience to its customers. As stated in their 2014 annual report, some of these events include, the Macy’s Thanksgiving Day Parade in New York City, Fourth of July Fireworks, flower shows, fashion extravaganzas, celebrity appearances, cooking demonstrations and holiday traditions ranging from the arrival of Santa Claus to tree lightings and animated window displays. One further strength Macy’s posses is the fact that they have continued to improve their MOM initiatives. “MOM is an acronym for My Macy’s localization, Omnichannel, and MAGIC selling” (Loeb, 2013). Initially these initiatives have been introduced in 2009 and they seem to have

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