Cost-Focus Strategy : Keeping Costs & Prices for a Narrow Market is what C.E.O Ron Johnson focused on while trying desperately to change the image and marketing strategy for J.C Penny. J.C Penny is suffering due to tough competition from their competitors. Johnson knows that the only way to keep J.C Penny afloat is to become much stricter on below market priced items to make space for new ideas, and new ways to keep stores cost efficient. J.C Penny C.E.O know that to make more changes to the inside of the stores by lowering inventory cost and bringing in exclusive items will give this company a better shot at finding new customers and getting feedback on what the public really wants. The main goal is to be different from your competitors this