Slide 1

StrengthsBrand Recognition - classic American brand imageLong History - been around since the early 1900s. JC Penney also has a strong strategy regarding discounts and the JC Penney Rewards program. New brands into the store such as Sephora and MNG by MangoInventory turnover up from 2.28 to 3.25 between last two quarters

JCPenney sells private brands and national brands, creates unique marketing campaigns, and the point-of-sale technology initiatives that are cost effective (J.C. Penney: A SWOT Study, 2012).The discounts and rewards program make the customer feel as if they are getting a great deal on the products.

2WeaknessesJC Penneys target market.over 50 years old interested in bargainsmakes less than $35,000 a year. Brand Image and Recognition - Grandmas Brand

Ron Johnsons changes did not reflect the target market.

Being grandmas brand is not a strength for JC Penney (Segall, 2013). Young consumers did not want to shop where their grandma shops. While some younger consumers shop at JC Penney, the majority of the shoppers are fifty years or older.3ThreatsCompetitors