Fair and square repositioning strategy

Case Discussion Questions:Evaluate the overall effectiveness of the “Fair and Square” repositioning strategy. How well or poorly do all the elements work together or work at odds with one another to deliver a coherent whole? What assumptions about JC Penney’s 5 C’s (customer, competitors/ collaborators, context, and company) must hold true for the repositioning to be effective? What does Johnson perceive in these factors that lead him to believe that “Fair and Square” pricing can be a successful approach for JC Penney? How confident are you that these assumptions are correct? Is JC Penney a brand that can be “Target-ized” or “Apple-ized”? Why or why not? In what fundamental ways does JC Penney differ from these two brands? Does Johnson’s plan address these differences in ways that make the success of JC Penney’s new strategy more or less likely Do you agree with the changes Johnson is making to the pricing scheme that set to take effect August 1st? Are they enough to turn things around? What should Johnson do now? Looking out on year, will JC Penney be a stronger or weaker brand if he stays on the current course?

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