For this assignment I have chosen the company JC Penney. As you may or may not know, JC Penney is closing 138 of their stores due to low customers traffic and sales. JC Penney problems really started when the company hired Ron Johnson in 2011 to build up the company. He did away with the coupons and sales and thought that adding a boutique was what the public wanted. This change had a ripple effort on the customers, shareholders, and the community overall. The customers stopped shopping since there were no coupons or sales and as a results stock prices started to drop. Several mistakes contributed to the problem. The first was implementing a strategy like eliminating the coupons and not having sales without first getting the public opinion.
