J.C. Penney, a revered institution in America, was the only retail chains left in the region. However, it has marked growth as the revenue reflects, but it has not accomplished the desired profit as its weaken bottom line shows. Along with this, the rising numbers of exclusive retailers compelled Penney to switch from some particular lines of business like automotive repair and encounter serious competition in other categories like wear to work clothing and household items as well. In 2011, Ron Johnson was appointed from Apple, the case describes the consequences of his new strategy of a “curated collection of 100 brands” and make the transition to pricing strategy from frequent sales to daily low pricing. The case traces the outcomes of his strategy that was mostly not in the favor of the institution. This case study is prepared in 2012 and 2013.
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