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Table of Contents
Business Strategy
Strategic Market Management
External and Customer Analysis
Competitor Analysis
Market Analysis
Environmental Analysis and Strategic Uncertainty
Internal Analysis
Obtaining a Sustainable Competitive Advantage
Differentiation Strategies
Cost, Focus, and the Preemptive Move
Strategic Positioning
Growth Strategies
Diversification
Strategies in Declining and Hostile Markets
Global Strategies
Implementation
Business Strategy
“A penny for your thoughts”
“A penny saved is a penny earned”
“What does one penny say to the other penny? Lets get together and make some cents.”
“Penny Loafers”
“Common cents”
“Penny Pincher”
JC PENNEY Business Strategies http://www.youtube.com/watch?v=dwFmmZNJvVs 2012
Newness
Reinvention
Highlights New Logo
New Pricing Strategy
New Coupons
Fresh and Funny Tone w/ Ellen DeGeneres
Ron Johnson brought back sales and promotions (new promotional strategy)
2013
Very different tone and message
All about the old
Nostalgic, heart warming, emotional outlook at JCPenney
Reminding viewers that it has been around for 100 years
Emphasis product in a big way
Highlighting brands such as, markesa, joe fresh, levi’s
Not mentioning of pricing or coupon strategy
JCPenney Heritage is a big part of the American Fabric
Focusing on product
The old way may be the new way
Investors are ignoring the fourth quarter results
http://www.youtube.com/watch?v=KylCULS73Ok
The execution of the business strategy is what was wrong, not the actual business strategy itself. It was not necessarily Ron Johnson’s fault for the decline in sales, they came up with a great idea. No couponing, no promotions. The strategy the consumer didn’t understand and it wasn’t well communicated in the social media avenues.
Right Content? Right Idea? They didn’t make it relevant to the consumer, they didn’t use the right language for consumers. Understanding your target consumer.
Business Strategy
Strategic Market Management
External and Customer Analysis
Competitor Analysis
Market Analysis
Environmental Analysis and Strategic Uncertainty
Internal Analysis
Obtaining a Sustainable Competitive Advantage
Differentiation Strategies
Cost, Focus, and the Preemptive Move
Strategic Positioning
Growth Strategies
Diversification
Strategies in Declining and Hostile Markets
Global Strategies
Implementation
Business Strategy
“A penny for your thoughts”
“A penny saved is a penny earned”
“What does one penny say to the other penny? Lets get together and make some cents.”
“Penny Loafers”
“Common cents”
“Penny Pincher”
JC PENNEY Business Strategies http://www.youtube.com/watch?v=dwFmmZNJvVs 2012
Newness
Reinvention
Highlights New Logo
New Pricing Strategy
New Coupons
Fresh and Funny Tone w/ Ellen DeGeneres
Ron Johnson brought back sales and promotions (new promotional strategy)
2013
Very different tone and message
All about the old
Nostalgic, heart warming, emotional outlook at JCPenney
Reminding viewers that it has been around for 100 years
Emphasis product in a big way
Highlighting brands such as, markesa, joe fresh, levi’s
Not mentioning of pricing or coupon strategy
JCPenney Heritage is a big part of the American Fabric
Focusing on product
The old way may be the new way
Investors are ignoring the fourth quarter results
http://www.youtube.com/watch?v=KylCULS73Ok
The execution of the business strategy is what was wrong, not the actual business strategy itself. It was not necessarily Ron Johnson’s fault for the decline in sales, they came up with a great idea. No couponing, no promotions. The strategy the consumer didn’t understand and it wasn’t well communicated in the social media avenues.
Right Content? Right Idea? They didn’t make it relevant to the consumer, they didn’t use the right language for consumers. Understanding your target consumer.