Mkt320 Macy PDF

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Whati sMacy’ spl ant oat t r ac tMi l l enni al s ? Macy’ si nvest ed$400mi l l i onsf orr enovat i oni nt hes t or e.I tf ocusonper sonal i zedgoods

f orconsumer s .Thec ust omi zat i oni st hemai naspectf ort hegoodst hatyounggener at i onl ov es ast heychoos egoods.What ’ smor e,i tpl anst ousehi ght echnol ogyi nst or esuchas3Dpr i nt er andal sot heser vi ceaspecti nt heMacy ’ s. 2.

Howi sMacy’ spos i t i onedi nt hef ashi onmar k et ?Whoar ei t smai ncompet i t or s,andhow

wel l doesi tcompet eagai nstt hem? I tpos i t i oni t sel fasf unct i onal mor et hanf ashi onabl e,i tt r i edt oi nst al lhi ght echnol ogi cal appl i cat i onst ohel pc ust omer sfindwhatt heywantanddesi gnf ashi onout fit s .Themai nonl i ne c ompet i t or si sAmazon,Macy’ shavet odevel opmul t i pl echannel sandexpl oi tt heomni c hannel t ocompet ewi t ht hi shugecompet i t or . 3.

Whoar eMacy’ st ar getmar ket s ?Wi t hwhi cht ar get si si twi nni ng,andwi t hwhi chi si tl os-

i ng?Why? TheMi l l enni al andBabyBoomer .The BabyBoomermi ghtwi nni ngsi ncet heyshown s t r ongpur chasi ngpowerandhavel ot sofshoppi ngt i mesi ncet heyr et i r ed.TheMacy’ spl aned andi nvest edt oat t r actMi l l enni al sbuti tmi ghtl osi ng.Si ncet hesepeopl emi ghtsufferhugedebt andt endt ochooset hosegoodswi t hl owerpr i ce.Ther ef or e,t hei nvest menti snotat t r act i v e enoughandi snott hemosti mpor t antel ementt hataffectMi l l enni al s ’ pur chase.

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Per f or m aSWOTanal y si sf orMac y’ s.

St r engt h:Mul t i pl echannel ,f amousbr andname Weakness:Mess yenvi r onmenti nst or e,ov er st ock Oppor t uni t y:r enov at i on Thr eat en:Mor epot ent i alcompet i t or s

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Doy oushopatMacy’ s ?Whyorwhynot ? Yes .Si nc et her ear el ot sofbr andsgat hert her ei nst or e.Icanshopal l t hebr andIwant

t obuyatoncewi t houtwal ki ngar ound....