sophiarojas

680 views

Published on

Published in: Business, Education
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
680
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
7
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

sophiarojas

  1. 2. STRENGTHS <ul><li>“ Household name” </li></ul><ul><li>Been around since 1858 </li></ul><ul><li>- Offer a wide selection </li></ul><ul><li>- Quality discounted merchandise </li></ul>
  2. 3. - Loss of loyalty (poor customer service) - Layout of merchandise - Bombardment of sales WEAKNESS
  3. 4. - Shift brand perception from sales -Leverage brand awareness (insert a sales pic) OPPORTUNITIES
  4. 5. THREATS <ul><li>Poor customer service </li></ul><ul><li>Ever changing shopping patterns + preferences </li></ul><ul><li>Competitors have better visual merchandising </li></ul>
  5. 6. ( video of “Lovers + Haters!)
  6. 7. COMPETITION <ul><li>Designer retail: </li></ul><ul><li>Nordstrom (legendary for the customer service, layout, – return anything) </li></ul><ul><li>Specialty stores: </li></ul><ul><li>- Banana Republic, Levi’s, GAP </li></ul><ul><li>Discount Retail Stores: </li></ul><ul><li>Target, Loehman’s, Kohl’s, DSW </li></ul><ul><li>- Macy’s experience is not what it used to be. </li></ul>
  7. 8. - “Brand bargain shoppers” - Appearances mean something to them; keeping up with joneses. - Purchases portray personal success and achievements CONSUMER
  8. 9. CULTURE - TLC “Look For Less,” “What Not To Wear” - Macy’s shoppers like to be up to date with affordable style, are influenced by the current trends - Magazines: People, Real Simple (do it yourself), - Oprah? - Michelle Obama – (J.Crew) - inStyle.com
  9. 10. COMPANY -Macy’s has always been a department store where confidence plays a main role in purchases. -Due to the large volume of sales events and poor customer service, the perception of Macy’s is indistinguishable .
  10. 11. BRAND IDEA -Shift brand’s perception of sales to communicate confidence  
  11. 12. - Reintroduce Macy’s to the 21 st century shopping experience, the landscape has changed since the 1950’s. -Consistency in customer service. -Modify aesthetics of visual merchandising in-store without eliminating the sales aspect. GUIDELINES
  12. 13. Q: What would the world lose if Macy’s vanished? A: “It would lose what I think is the leader in department stores. When I think of Nordstrom, I think too stuffy. When I think of JC Penney or Sears, I think too cheap. Macy’s is just right. = ) ” - Shannon Gerry, Macy’s customer

×