Unit VIII Project BP&S

Unit IV Project BUS 4302-21.01.00-1A22-S1 Business Policy & Strategy 1

Unit IV Project Justin Erby

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BUS 4302-21.01.00-1A22-S1

Business Policy & Strategy

Unit IV Project BUS 4302-21.01.00-1A22-S1 Business Policy & Strategy 2

Description of the Selected Company, Products and Services

Macy's, Inc. is one of the frontrunners in retailing of clothes and other apparel. It consists

of three major brands, including Bluemarcury, Bloomingdale, and Macy's. Macy operates

websites, stores, and mobile applications (Bowman, 2019). It sells a wide range of clothes for kids,

women, men, and teenagers, home furnishings, cosmetics, and other consumer goods. The

corporation provides its services through the internet and outlet stores.

History of the Company

Macy's was first started in 1929 by Rowland Hussey Macy. This happens shortly after

several failed retail ventures. The founder ventured into technological advancement that changed

the retail industry. He was the first retailer to endorse a woman Margaret Getchell to his business

as an executive. During this time, Macy was known doe its creative merchandising, where it

introduced tea bags and baked potatoes with multicoloured towels. It was also the first retailer to

sell liquor in New York City. In 1930, it became the world's largest store, occupying over one

million square feet of retail space.

Analysis of the Company's Strategy, Mission, and Organizational Structure

Macy's Inc. vision is to become an international retailer that offers quality trademarks in its

stores through vibrant websites. Its mission is to increase sales for different products available

within the stores and maximize returns on investments. The company's strategy includes localizing

the selling strategies to reach as many customers as possible, both online and offline (Bowman,

2019). Macy's organizational structure comprises the CEO, the executive director, managers,

directors, supervisors, and the staff. The company is getting rid of its middle-level managers as a

way of restructuring its organizational structure. The structural changes will include store

managers instead of middle-level managers.

Unit IV Project BUS 4302-21.01.00-1A22-S1 Business Policy & Strategy 3

What Does The Strategy, Mission, And Organizational Structure Say About The Company?

Macy's strategy, mission, vision statements and organizational structure tell a lot about this

company. First, they help direct the company's strategy towards success. Second, they provide the

goals and objectives that can be used as the components of a business strategy (De Treville, 2014).

Third, they outline the standards for business performance metrics that the firm strives to achieve.

Finally, they can be used as the fundamental tools to attract the stakeholders and engage other

segments to establish business partnerships with other companies. Some of the positive aspects of

the mission, strategy and organizational structure are powerful when shared with the employees.

The employees can recall these aspects upon request. Finally, the company can adopt these

strategies and implement them in business operations.

Macy's Company's Short-Term and Long-Term Goals

Macy's short-term goals include strengthening customer relationships and accelerating

digital expansion. The company will enhance customer relationships by issues rewards and loyalty

programs. It will accelerate digital growth by using technological innovation. The long-term goals

include becoming the leading international retailer in the retail industry. It will achieve this by

optimizing its portfolio store and working on the short-term goals.

Ways to Improve the Strategy, Mission, and Organizational Structure

Macy's can use different strategies to improve its organizational structure, mission, and

design. First, it can take advantage of the human resource to develop effectiveness. Second, it

should emphasize education and growth. This will help the managers to understand the strengths

and weaknesses of these aspects and improve them accordingly (De Treville, 2014). Third, the

company should keep the customers in mind by producing quality products and services. This will

help reinforce the mission and strategy. Finally, the company should apply technology in its

Unit IV Project BUS 4302-21.01.00-1A22-S1 Business Policy & Strategy 4

organizational structure to strengthen its operations. This strategy will improve the effectiveness

and efficiency of the firm.

References

Unit IV Project BUS 4302-21.01.00-1A22-S1 Business Policy & Strategy 5

Bowman, C 2019, “What are dynamic capabilities and are they a useful construct in strategic

management?” International Journal Management Review, vo.11 no.1, pp.29-49.

De Treville, S, Shapiro, RD & Hameri, AP 2014, “From supply chain to demand chain: the role of

lead time reduction in improving demand chain performance,” Journal of Operations

Management, vol.21 no.3, pp.613-627.