J. C. Penny Case Summary

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J.C. Penny has decided to change it’s strategy plan. Chief executive Ron Johnson wanted to take a different approach to get shoppers to do more business with them. According to the sales report, the average customer only shopped with J.C. Penny only four times a year. To make matters worse, Ron Johnson was disgusted that three-quarters of Penny’s product sold at a discount of 50% or more. At that rate, this store that has been around for decades will be soon closing it’s doors. Mr. Johnson had an idea that many thought was just ludicrous, but the way he saw it was he had no other choice. His plan was to make the store more appealing by highlighting the brand names, and gaining more control over pricing. To do this he would turn this quite and

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