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Strategies to Improve Sales at J.C. Penney

The purpose of this investigation was to identify the reasons for the market share deterioration at the J.C. Penney Southland Mall Store and to recommend strategies to correct this problem. Based on the findings of the research performed, it was recommended that (1) staff training be improved, (2) free alterations be offered, and (3) the buyer and merchandising functions be improved.

This research presents the findings, conclusions, and recommendations of an analysis of the market share problem confronting the J.C. Penney, Southland Mall Store, Houma, Louisiana. The statement of the problem, statement of purpose of the research, the scope of the research, source and methods of collecting data, and limitations of the research are addressed in the remainder of this introductory section. Following the introductory material, data analysis and findings, alternative strategies and assessment, and conclusions and recommendations are presented in separate sections. A copy of the survey instrument used in the data collection process is included as an appendix and a reference list of all sources cited is included.

Traditional retail clothing stores such as the J.C. Penney Company continue to face stiff competition from discount stores, such as Wal Mart and Target (Schnieder, 1998). In January 1998, the J.C. Penney Company announced an intention to close 75 stores and lay off approximately 4,900 employees as the company struggles to improve its retail division. This announcement followed the lay off of 1,250 employees in the Fall of 1997. The cutbacks are designed to save the company $50 million in 1998 and $105 million in 1999 from the closure of under-performing retail stores (Fairbank, 1998).

The J.C. Penney Company operates 1,200 J.C. Penney stores. In recent years, the company has been closing 20-to-25 stores per year, while opening approximately 12-to-15 new stores each year (Fairbank, 1998).

While the J.C. Penney Compan...

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Strategies to Improve Sales at J.C. Penney. (1969, December 31). In LotsofEssays.com. Retrieved 08:36, March 29, 2024, from https://www.lotsofessays.com/viewpaper/1696504.html