Jc Penney Case Study

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Case Study II J C Penney’s “Fair and Square” Pricing Strategy AMBA 650 - SECTION 9045 November 21, 2014 Table of Contents 1. Situation & Strategic Issues and Problems.......................................................................3 1.1 The J.C. Penney Brand........................................................................................3 1.2 Elements of Marketing Mix and its Problems....................................................4 1.3 Pricing, Positioning, & Brand..............................................................................5 2. Analysis and Evaluation....................................................................................................6 2.1 Fair and Square Pricing........................................................................................6 2.2 Reactions to Fair and Square Pricing...................................................................6 3. Recommendations.............................................................................................................7 4. References.........................................................................................................................9 Situation & Strategic Issues and Problems The J.C. Penney Brand James Cash Penney founded J.C. Penney in 1902. With more than 2000 stores across the country, Mr. Penney believed in treating his customers the way he wanted to be treated. Over the years, the company has continued to grow and expand their annual sales. Penney customers were able to shop for appliances, house wares, electronics, sporting goods, and apparel for the family in one location. In addition, the company’s mail order catalog help boost annual sales in excess of $1 billion by their 50th birthday (Ofek & Avery, 2013, p. 2). Business remained consistent for awhile but sales weren’t as

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