Macy's Strategy

6468 Words Dec 8th, 2012 26 Pages
EXECUTIVE SUMMARY 1
COMPANY PROFILE 3

PORTERS FIVE FORCES 8 EFE 16

IFE 24

TOWS MATRIX 32

REFERENCES 36

RESEARCH 38
EXECUTIVE SUMMARY 1
COMPANY PROFILE 3

PORTERS FIVE FORCES 8 EFE 16

IFE 24

TOWS MATRIX 32

REFERENCES 36

RESEARCH 38
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table of CONTENTS

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EXECUTUVE SUMMARY
Since the first opening in 1858 in New York the “world’s largest store”
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it is important to identify key strengths of the company over upcoming threats and weak points. Macy’s differentiate itself from competition with upscale “Celebrity” brand exclusivity, merchandise based on local preferences, and unique store design atmosphere. Based on analysis performed the company weighted strategy is to move towards the online and technology advances with maintaining Macy’s upscale storefront culture, integrating new product offerings with revising promotions to satisfy its target market and expanding operations to a new markets with present demand. From opportunities analysis strategy can be divided in three fragments * Market development: Global expansion * Product development: New product offerings * Web development: E-commerce
To develop such strategy mix of strategic options will be applied including Integration to deal with competition and Intensive + Diversification strategies for product and market development.
The financial data will support the strategy as the ratios and numbers show that Macy’s has resources and capital available for the implementation. Evaluation of external and internal factors positively presenting an opportunity for Macy’s to use designed strategy to and keep competitiveness in the industry. Summarizing Macy’s is a well-established organization with over 150 successful years in business that still has an ability to compete with leaders in the industry if the right…