Based on Michael Porter’s discussion of the characteristics of an effective strategy, J.C. Penney has an effective strategy for growth. However, there are areas in the growth and development plan that should be reconsidered. The first characteristic of Porter 's plan is the cost-leadership strategy. The basis of this format is to keep the cost below those in the competitive market. J.C. Penney is adapting to this change by offering twice a month sales as well as keeping merchandise at least forty percent below retail value in efforts to gain back their customers. This is a dangerous change according to chief executive Ron Johnson. Last year alone J.C. Penny had over five hundred and ninety sales alone. However this strategy did not attract