J.C. Penney Case Analysis Essay

2975 Words Apr 1st, 2013 12 Pages
SWOT Discussion

Strengths: J.C. Penney will be offering complimentary services with the addition of the “Town Square” into all J.C. Penney stores. Already they have been offering free children's haircuts every Sunday which has drawn much customer interest to the company. The new unique layout of the stores that Ron Johnson is pushing through will make the stores easier to navigate through. Customers will also have a unique experience from any other store with the additions of “Town Squares” and “Main Streets” into all stores. J.C. Penney is an old company and so people are familiar it, which will give it a step up when advertising its new retailing approach. With consistent prices, J.C. Penney will not lose as much money on the
…show more content…
The current target market of JCPenney is middle class women aged 35-54 with children and a husband. She lives in the suburbs and is usually the decision maker in purchasing for the family. She is an occasional shopper focusing on large promotional events and uses coupons (Ostlund, 2012).

Segments for JCPenney to Target: A potential target market for JCPenney is a younger woman aged 22-29 who is in college or just graduated. She will be entering the workforce, but will not have a large income at first. She will fit into many of JCPenney's promotional campaigns and will be attracted to the available brands such as Sephora, Allen B, and Bisou Bisou (Ostlund, 2012). She seeks low prices and good quality clothes and other items. She will go to JCPenney when she needs new clothes and will buy just enough to get her by. This segment is relevant to JCPenney because it will help invigorate the store with a younger demographic who is going to willingly shop at JCPenney because of the brands and low prices. This target market can be called the Up-and-Coming. Another potential target market for JCPenney is the household shopper aged 18-35, who is usually a woman, and watches the Ellen DeGeneres talk show. Through the Ellen DeGeneres talk show JCPenney will advertise it's new marketing strategies and products which will be attractive to this segment. She will be more fashionably inclined than the older

Related Documents