Case Study Jcpenney

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America’s Favorite Store to Be Ron Johnson became noticeable for his retail, over a span of 15 years, when he became Vice President of Merchandise at Target. He later joined Apple, became Senior Vice President of retail operations, and was responsible for Apple’s retail success. They went from having no Apple stores in 2001 to having over 300 stores, in different locations. Ron Johnson is taking on a new, tougher challenge; he is now the new CEO of JCPenney. His objective is to not only improve, but to transform the entire corporation and give the customers a better experience. He plans to do that by simplifying the pricing strategy, slim-down, but improve the brands and quality of the merchandise, and change the stores’ layout. What caused this change, to JCPenney Corp., were the past year’s revenues and profits. They were lower in 2011 than they were 15 years ago. One of the two ways JCPenney, as a corporation, got customers in their stores was by having promotions. In…show more content…
Everyone doubts him now and thinks a company that has been the same ever since it was built cannot and should not be transformed. Customers have their own reasons that they shop at JCPenney and if they do not like the change, then they will not shop there. Then again, people who have not shopped there for a long time might like the change and start shopping there again. It all kind of depends on people’s morals and how they like

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