Swot Analysis Of Penney Company, Inc.

1890 Words Sep 30th, 2015 8 Pages
Since being founded by James Cash Penney in 1902, J.C. Penney Company, Inc, continues to be a major player in the retail business. Primarily, JCP sells merchandise and other services at their department stores and through their ever growing website at jcpenney.com. Operating nearly eleven hundred stores in forty nine states, including Puerto Rico, JCP maintains a strong presence in the retail business despite tough economic times. Despite challenging times, JCP has numerous factors going in their favor leaving many to believe, including us, that a quick turnaround is possible.
Having been established in the early 1900’s, JCP has an established infrastructure that is very sound. Four hundred of their stores are owned out right, the rest
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Full and part time employees man the registers, stock the racks, build sales displays and assist customers.
JCP has strong brand loyalty going in their favor due to its storied history. Although not the powerhouse it once was, JCP maintains a strong base of customers who continue to shop there because that’s where their parents took them when they were children. Operating 1,094 stores, JCP maintains prominent store locations in most malls around the country and are seen as an anchor store, due in part to their easily recognized name and products. JCP sells a wide variety of products, including women, men, and children’s apparel, home goods, women and men accessories, footwear, fine jewelry, and cosmetics. JCP clothing lines boast a wide variety of styles and competitive prices in comparison to competitors. The cosmetic business in particular is a draw for JCP because of their lucrative and exclusive partnership with Sephora. In 2012, under the leadership of Rob Johnson, JCP abandoned their long time strategy of promotions and discounts in favor of everyday low prices. The change was not embraced by customers and ultimately led to Rob Johnson’s dismissal. Myron E. Ullman, Johnson’s predecessor, stepped back in to fill the void. His re-ascension to the CEO role brought back the return of promotions, sales, and coupons, all seen as a previous
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