In the retailing industry, it is challenging an organization to break down all its previous designs, advertising plans, and store environments to make a new beginning. Nonetheless, that is precisely what JC Penney did, and has done several times. Founded over 100 years ago, this organization has seen changes and redesigns with each new CEO. Recently, JC Penney, otherwise called JCP, has begun a fresh again with a new CEO. The head of JCP comes from a successful inventive organization and is presently carrying this victory to the new organization (Peterson, 2012). The redesigned changes produced results in February 2012, revolutionizing the pricing approach within the store. The store has been given new existence with new pricing, marketing, promotion, store environment, and organizational structure. All the changes have been organized around areas that previously failed to be effective the company's success.
Previously, JCP provided its customers with one price promotion every day. The store was an ocean of red deal signs and stock markup was getting wild. JCP picked up numerous elite partnerships throughout the previous years that had balanced the organization for a colossal gain. Nevertheless, because of the global economic recession, an over-saturation in the business sector, and an expected absence of value in stock from its clients, JC Penney's victory was slipping in correlation to its competitors. Presently, JCP is attempting to shed this previous picture and center rather on interesting marketing, fair pricing, and spotlighting the selective brands offered. With all the electrifying plans revealed by JCP, there are remaining sections that the organization has not addressed. These gaps could hurt the organization in the end and stunt the development it is attempting to achieve (Wisner, Tan & Leong, 2009).
Current problems facing JC Penney's
When online retail shopping started to blast, JC Penney aimlessly splashed into the water with both hands tied behind its back and promptly ended up battling to merge its business function into an online climate. In 2012, JCpenney.com was unable to handle a lot of movement throughout its Cyber sale. Its Facebook page was disappointed with irate remarks from disappointed purchasers who were not fit to place orders (Chakrabarti & Kardile, 2010). This failure by JC Penney to ignore the potential system error pushed its clients to competitors.
An in-depth analysis at how the business was battling internally, JC Penney was unable to handle large traffic volumes that solid rivals were utilizing solidly as they navigated significant changes in the retail scene. When JC Penney experienced issues with its online store, organization executives battled to improve a proficient multi-channel return policy that might minimize the expense of returns for both offline and online buyers. The management of client relationship made a poor understanding of its buyers and their conduct in the setting of returning online buyers, which expedited significant fiscal problems. JC Penney failed to adapt to the appropriate business strategies that might have maintained its growth and left its buyers with a satisfying shopping experience. Besides the internal battles, JC Penney confronted proceeding challenges in attempting to build brand entity (Peterson, 2012).
Throughout the late 1990s, JC Penney experienced high working expenses, which made it hard for the marketing of its clothes. With rivalry along extent of retailers from substantial discounters such as Wal-Mart to high-close retailers such as Saks Fifth Avenue, JC Penney was not equipped to meet the needs of buyers in a different manner. Besides, organizational alignment got an alternate issue since JC Penney was known to buy items from outside suppliers who held minimal respect for the treatment of their employees. Experts discerned this sociopolitical issue as un-American and left JC Penney's customer base to question if it might as well support such a business (Peterson, 2012).
By neglecting to protect itself, JC Penney harmed its brand identity and left numerous clients uncertain assuming that they might shop there once more. JC Penney's battles were clear when looking at the organization's sales. Throughout the organization's final financial year, sales at stores that had been open for no less than one year increased merely. Two percent, which is a noteworthy drop from the 2.5% growth these stores saw the previous year. Competitors such as Macy saw a 5.3% increase in store sales. To recapture a competitive edge in the business sector, JC Penney hired a new CEO in 2012 Johnson Ron, a veteran leader at a leading business, who was to create a new way for future growth (Chakrabarti & Kardile, 2010).
Figure 1: There is a Black Hole at JC Penney
An alternate challenge the organization confronts are to assure employees that their jobs are secure. It will require an enormous effort to move the present mentality of the disappointed staff members and selling associates. They will need to be persuaded that the new rebuilding system is the right approach and that another administration group will be set up to give them the equipment to serve customers adequately (Wisner, Tan & Leong, 2009).
The procedure of rebranding JC Penney has made an identity crisis for the retailer. Confusion over the pricing and quality of JC Penney's items has accelerated conventional JC Penney clients shopping somewhere else (National Academy of Engineering, 2011). JC Penney has focused share this same perplexity when changing in accordance with this new vast rebranding system. For instance, concerning the new pricing systems that are part of the reasonable and square model, a few representatives, particularly those in the jewelry division where profound discounting is the norm, have battled with the three-tier daily low cost approach. When customer and employee confusion exist, some retail establishments and call centers have been shut because of the previously stated changes (Martin, & Atlanta Historical Society, 2007).
The new pricing mechanism is unexpectedly conveying a change inside JC Penney that long-time key clients are not buying into energetically. These long-time clients were accustomed to the old system of coupons and domineering seasonal sales that once represented brands offered by JC Penney. Radical and the rapid change on JC Penney's part have led to perplexity and vociferous protest to the new framework. Ninety-six percent of 420 later survey of JC Penney on the Consumer Affairs site rate it beneath two stars for fulfillment (Chakrabarti & Kardile, 2010). Numerous clients contend that the flight from coupons has made a more unmanageable and less charming shopping experience. JC Penney faces a confrontational move to profitability because it initiates new strategies and campaigns to attract new clients to distance its established key clients.
Structural changes that address these challenges
Recently, JC Penney has developed a new brand identity; complete with new models of pricing, a patriotic and fresh logo, and a rebuilding of its store layouts to make the shopping experience more enjoyable and pleasant for patrons. These changes were planned to help the organization reinforce its position in the business while maintaining ties with past clients and appealing to the youthful ones. Regarding pricing, JC Penney has advanced another, three-tiered framework. This reasonable and square pricing model is broken into daily prices, best prices, and month-long values. The red-tagged daily prices show everyday low prices that are approximately forty percent lower than past ones (National Academy of Engineering, 2011).
Month-long qualities show discounts on stock that are updated every month. The blue-tagged best prices are clearances prices, which will be secured on the first and third Fridays of every month. These changes are pointed at promoting the organization's image as a higher-quality retailer such as Macy's that offers its items at a reduced value, practically identical to lower-close retailers like Kohl's (Wisner, Tan & Leong, 2009). The new Happy Return approach is intended to satisfy clients by permitting them to give back anything, whenever, anywhere, with no restrictions. If a client has a receipt, he or she can trade the item or get a full discount. If a client does not have a receipt, the item can even now be traded, or that a client can procure a complete discount in the form of a JC Penney gift card.
The new logo, which could be seen on the right side, is sleeker and more up-to-date. The two squares connote the new fair-and-square pricing model. It is intended to look like the U.S. flag, representing the thought of patriotism, and suggesting that JC Penney is an approachable, All-American store. Continuing to gain by nostalgic parallels to a feeling of Americana, the expansive passageway passing through the center of the store is called Main Street, and the old-fashioned focal gems counters have been traded by a Town Square. Accompanying these changes is a new organizational face (Peterson, 2012). For instance, Ellen DeGeneres who worked for the organization as a teenager has recently been featured in different commercials displaying the new changes. Her role sparked disputes as traditionalist movements such as One Million Moms have dissented her position as the organization representative since she is a gay person. JC Penney has continued to stand by DeGeneres openly.