Retail/Fashion Marketing on J.C. Penney Research Paper

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Further the fair pricing strategy which Yousuf refers to as "a permanent discount of at least 40% on all items" could also effectively defend the company's market share from both existing competitors and new entrants. Next, J.C. Penney's move to embrace a new management team could end up yielding some positive results as such a move will inevitably change the way things are done at the firm. Indeed, in the opinion of Heller, the incoming management team possesses some radical new ideas. This can be gleaned from the background (as highlighted earlier on in this text) of some of the key executives who have joined J.C. Penney in recent times. I am also convinced that J.C. Penney's new logo will give the company a brand identity that is largely unique.

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The same in my opinion could in addition to having the effect of repositioning J.C. Penney's brand in its clients' minds also reflect the firm's change of direction as well as focus from a business perspective.

Conclusion

In conclusion, the ongoing ambitious turn around plan being undertaken at J.C. Penney under the leadership of its new C.E.O. could see the company enhance both its profitability as well as market share going forward. This is more so the case given the company's decline in profitability in the recent past. If that happens, J.C. Penney could turn out to be 2012's most impressive retailer.

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