Despite mounting negative financial indicators, in his August 2012 earnings call, CEO Ron Johnson urged investors to be patient and stay the course with the revised JC Penney marketing strategy. The main of the strategy was the "Fair and Square" approach to pricing. This was a substitution from J.C. Penney's previous high-low pricing program to a new regular low pricing policy that aimed to fit with a radical repositioning of the JC Penney business model and brand.
Nevertheless, with sales continuing to fall the Board fired Johnson in April 2013 and named Johnson's forerunner Myron E. "Mike" Ullman III as his successor. What would Ullman do to prevent the losses of JC Penney? Will he attempt to drag forth with Johnson’s “Fair and Square” vision, will he return to predecessors strategy; will he handle a hybrid strategy; or must he identify a new trajectory for retailers accomplishments?
PUBLICATION DATE: January 06, 2014 PRODUCT #: 514085-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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