Advance marketing strategy - Case Study Example

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Advance marketing strategy

e factors that necessitated the requirement of a CEO was who will be able to maneuver these challenges and meet the company goals and expectations (Stern, Neil & Willard, 2008). They were the resultant effect of not meeting the company’s goals due to the high low pricing strategy. This is a case whereby the retailer has to do with frequent sales so that customers enjoy huge discounts on their purchases at the expense of the company maximizing on its high prices. Declining market share is a clear indication of the weakening value of the country’s currency. Closure of stores translates to loss of jobs and a clear indication of the likelihood of losing on the company’s revenue. To solve this situation there had to be major key actors in restoring confidence not just to the customers but to the shareholders as well.
Johnson is one of the major key players in this strategy. He was the CEO of the company at a time when the company was expecting to make the major transition from the high low pricing strategy to the fair price strategy (Dongwon, 2009). He was the vice president at Target in the 1990s during which he saw to it that the mass merchandiser was transformed into a hot retail brand selling stylish and affordable brands. It was at this time that he also negotiated a contract with Micheal Graves who was a designer. This was to be the first of the company’s high end sales that helped to market the company as a high end store. It was intended to give the company a competitive edge over other competitors. With a shift from high low pricing strategy to a fair and square pricing strategy the company would make sales throughout the year. Shopping experience would not be seen as a seasonal affair but as an experience that a customer would choose to have at their own disposal and with their own terms.
Another key player was William Ackman who was a major shareholder of the company of approximately 18%.he was very instrumental in advocating for Johnson to take up ...Show more

Summary

Jc Penny Company was founded in 1902 by James Cash Penny with the first outlet opened in Wyoing, with the philosophy that it would treat customers as the founder would want himself treated as the golden rule of the company. Following its formation, it experienced rapid economic…
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