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Jcpenney Mission Statement

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Over the past few years J.C. Penney has found itself on unfamiliar ground seeing its sales figures dwindle along with many other bricks and mortar department stores in the country such as Macy’s, Dillard’s and Kohl’s to name a few. Fighting to compete in an ultra-competitive market in order to survive the retail industry and land on top. In order for J.C. Penney to survive in this market they knew they needed to collectively and collaboratively come up with new approaches. The company needed to change to meet the new demands of the retail industry by building on their knowledge of things that work and take risks on new leadership. This is why the old familiar company chose to hire Marvin Ellison as its new CEO. J.C. Penney’s vision and mission …show more content…

C. Penney’s, and to bring back customers the company had come up with a new plan for creating an image of a realistic, credible, and appealing, organization that cares about its customers (Leading change pg. 88). According to AD AGE the company is taking steps to bring back core customers by reconnecting through more effective marketing and messaging." "The customers will begin to see important changes in the coming months that are aimed at meeting their needs. ... Our most recent marketing better reflects how we intend to reconnect with the customer and encourage her to reconsider JC Penney." Once the company has these customers it hopes to maintain them by reintroducing some of its old budget friendly private label brands such as Arizona, and St. John’s Bay. It also hopes to target its top demographic age of …show more content…

Penney plans to introduce the sale of appliances in it stores. Refreezing During this stage J.C. Penney hopes to have established new confidence and belief in the company by its customers (Leading change pg. 90). According to JC Penny Company News, J.C. Penney has been hard at work gaining the faith of its customers with friendly associate engagement which they feel is integral to building customer loyalty and it has significantly improved across the company enabling teams to achieve customer service scores that are at an all-time high. Ethical Practices J.C. Penny is a company committed to the highest level of corporate citizenship as outlined by (JC. Penney Company News). The company commits itself to a diverse workforce and as of 2016, more than half of the J.C. Penney associate population were minorities, adding that CEO Ellison is one of only five African-American CEO's in the Fortune 500. J.C. Penney has also logged more than 67,700 volunteer hours in community relations by donating their time and skills to benefit local non-profit organizations, and the company

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