Of Porter’s four competitive strategies, CEO Ron Johnson embraced the cost-leadership strategy as his primary strategy (Kinicki & Williams, 2013). Mr. Johnson defined his strategy as the “Fair and Square” pricing plan (Ring & Strong, 2015). The “Fair and Square” was structured to be three different models of pricing separated by everyday prices, month long values, and the best prices (Ring & Strong, 2015). The first step that Mr. Johnson began in his “Fair and Square” pricing plan was getting rid of the coupon promotions and then lowering the everyday prices of all merchandise in the stores by about 40% (Kinicki & Williams, 2013). These new prices would be much closer to what the consumers are looking for and are willing to spend (Kinicki
