Based on the Threat of New Entrants completive forces J. C. Penney implemented lowering their prices by 40 percent. By doing this Penney is trying to discourage others that department stores from opening. Based on the bargaining power of supplies, Penney decided to reduce the number of private label products and only have a few key products. By doing this Penney is reducing the number of suppliers they must have contact with. Based on the bargaining power of buyers Penney will have select products on sale for a month. Penney will also have clearances sales month for shoppers that are looking for a deal. Penney also made it easier for shoppers to understand prices by removing the cents from their prices. Building the center store into the heart