JCPenney: Back in Business Harvard Case Solution & Analysis

JCPenney: Back in Business Case Solution

This is just an excerpt. This case is about SALES & MARKETING

PUBLICATION DATE: October 21, 2016

In 2016, JCPenney remained in the middle of a multi-year turn-around after coming alarmingly near to personal bankruptcy. Under CEO Marvin Ellison, the business had actually recognized 3 tactical objectives-a concentrate on omnichannel, personal label products, and improving earnings per customer-to guide all business efforts. The business was managing pilot tests on a brand-new line of home appliances, rebranded beauty parlor, and brand-new personal label product, and management now had to choose how finest to present and market these efforts throughout the chain. Ellison likewise thought about the best ways to build on the business's brand-new advertising campaign, Get Your Penney's Worth, and the best ways to strike the ideal balance in between serving its "core" and "emerging" client sectors. If these efforts and goals were enough to bring back JCPenney's position in the developing retail landscape, he questioned.

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