HRM699 W2D2 RTTC
Drgraham27
HRM699_ColeW2Assignment.pptx
JC Penney
Steven L. Cole
Grantham University
HRM 699: Capstone Performance Project
Dr. Robert Freeborough
April 23, 2022
JC Penney Introduction/History
o Established and Started in 1902 by James Cash Penney
o Started out as ”Penney’s”
o Over 650 Stores within the United States and Puerto Rico
JC Penney Business Success
o In the 1970’s Annual Sales for JC Penney exceeded 10 billion dollars
o With continued sales and success, JC Penney establishes partnerships with businesses
such as Eckerd Drug Corporation in 1996
o Created and joined Online shopping with jcpenney.com in 1998
Watch Out, Here Comes Amazon!
o Amazon created a convenience and exclusive online shopping experience
o JC Penney switches their strategy and business approach which ultimately began the
demise of this business
o JC Penney attempts to make partnerships with Sephora in order to achieve profit and
revenue
Proposed Proposition for JC Penney
o Entice and motivate customers to come to their department store or make purchases
Online
o Create weekday and weekend sales such as Buy One Get One Free, Buy One get one
50% Off, Spend $100 get $25 back in JC Penney Cash, etc
o Establish partnerships with clothing businesses such as Ralph Lauren, Nautica, and
other name brand
Conclusion
o JC Penney’s future looks bleak and with the overpowering Fortune 500 business Amazon
o Possibly merge with other department stores such as Macy’s which is also struggling
References
o Lisicky, M. (2020, May 18). From its beginnings to bankruptcy, a historical timeline of JCPenney. Forbes. Retrieved April 23, 2022, from https://www.forbes.com/sites/michaellisicky/2020/05/17/from-its-beginnings-to-bankruptcy--a-company-timeline-of--jcpenney/?sh=127cf10931de
o Mourdoukoutas, P. (2021, June 29). A strategic mistake that still haunts JC Penney. Forbes. Retrieved April 23, 2022, fromhttps ://www.forbes.com/sites/panosmourdoukoutas/2017/02/24/a-strategic-mistake-that-still-haunts-jc penney/?sh=4a13ee881bcf
o Newsroom, J. C. P. (n.d.). Awards & recognition: JCPenney Newsroom. Retrieved April 23, 2022, from https://www.jcpnewsroom.com/about-company-info.html
Questions
