Underneath the Ron Johnson's "Fair and Square" program, sales had declined instantly and quarterly losses and expensive capital investments had placed intense pressure on cash reserves.
Ullman decided to join "Fair and Square" everyday low pricing and high/low pricing to reverse the negative tendency. By November 2013 the retail stores posted sales comparisons that were favorable year over year, the very first time since December 2011.
Would 2013 holiday sales be powerful enough for J.C. Penney to start building more powerful gross profits? Will another strategy have been more effective? Was Johnson disposed of by the board too quickly? Was it wise to bring Ullman back? Will J.C. Penney get back on its feet?
PUBLICATION DATE: January 02, 2014 PRODUCT #: 514073-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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