J. C. Penny Executive Summary

J. C. Penny was a proud departmental store in the early 2000s with thousands of locations nationwide. Penny was a place where people not only came for a one stop shop but also came to enjoy and have fun. It was a mini getaway for the folks and their families to escape from all their responsibilities for few hours. However, it all changed when other competitors started opening stores like J.C. Penny. People slowly started to drift away from the penny stores and slowly made their way in to stores such as Kohls and Macys that were brand new and offered a different kind of environment for people who were used to shopping at the Penny. To the people it was a change in their lifestyle and a change of scenery however to the Upper management of J.C. Penny it was a wakeup call. When stores such as Macys started to flourish and take over the market share from Penny, the J.C. Penny stocks started to decline, sales started to suffer and stores were losing more than they were earning. All of this never bothered anyone besides the stakeholder in J.C. Penny as to the

Penny still lost change. So in order for them to consider my proposed changes in the new business model for jcp I would present them with surveys from many frequent shoppers at J.C. Penny and ask them personally what would they want to see as a customer and present them with both mine and Johnson’s options and in those results they will clearly see that customers love sales and coupons and they look forward to such things from every departmental store. Secondly I would interview the employees and talk to them about if they would rather have a commission based pay or just a normal hourly wage as they are the individuals out there who are operating the store every day and if they don’t have a positive attitude then how can they greet customers with a smile on there