Swot Analysis Of Jcpenney

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Company Profile
JC Penney is an American department store chain with 1,095 locations throughout the United States. In the latter half of the 20th century, shopping malls became very popular and most of the company’s stores were situated in the downtown areas, they followed the trend of developing more stores in the shopping malls to attract customers and increase the financial profitability of the company. Conversely, JC Penney had freestanding stores, and was able to get consumer traffic which helped the company earn a profit and increase its market share.
From its inception in 1902, the company grew enormously, it added different businesses, made them successful, and sold them to focus more on the retail aspect of the business. As an example, in 2001, its direct marketing insurance unit was sold to Dutch Insurance for 1.3 Billion dollars.
In June of 2011, JC Penney announced that Ron Johnson was selected to be the next CEO of the company. In his 17 months of leadership at JC Penney, the company performed very poorly. Its market share declined, profits decreased, and the company laid off hundreds of employees and closed numerous stores throughout the United States. Ron Johnson changed the corporate culture and his strategies proved to be detrimental.
SWOT Analysis

• High brand recognition
• Brand presence in the country
• Exclusive popular brand names
• Limit promotions
• Lack of Coupons
• Decrease financial performance of the company
• Decline in the

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