- J.C. Penney's stock performance declined during Ron Johnson's tenure as CEO from November 2011 to March 2013, with its performance falling behind competitors like Macy's and becoming similar to struggling retailer Sears. - The company experienced a decrease in sales, reduction of assets, and increased losses during this period. - Johnson's strategic changes to eliminate sales and coupons alienated JC Penney's traditional customer base without attracting new customers. His lack of presence at the company's Texas headquarters also hurt employee morale.

1. J.C. Penney
November 2011 - March 2013

2. Stock Performance
Perdimos posición frente al mercado de acciones. Macy's aumentó su performance y nos posicionamos similar a Sears.

3. Highlights
Descenso de las ventas
Reducción de activos
Aumentaron las pérdidas

4. Imagen y Posicionamiento
Defraudaste a los clientes leales de la marca
Defraudaste a los empleados de la empresa, vos en California y todos
trabajando en Texas
Fuiste un recurso muy costoso para montar tu estructura
Fuiste perezoso para trabajar al resto de la empresa
No entendiste a qué viniste, aplicaste mismas ideas que en Apple

6. Palabras
April 08, 2013 - JC Penney historically drew customers with big sales and coupons, and Johnson has been criticized for eliminating those in
favor of everyday low prices. The approach has alienated the traditional customer base and has yet to resonate with new shoppers.
Ackman said, adding that while Johnson faces a tough challenge infixing the company's cost structure and changing its merchandise, the
execution thus far "has been something very close to a disaster."
February 11, 2013 - The hedge fund manager admitted that Johnson had the "right vision" for the future of JC Penney, but that sometimes hiring
someone who had "always succeeded" before can become an issue.
Johnson's lack of physical presence at the Texas headquarters was an issue, because if the CEO isn't very
visible, it lowers company morale.
February 11, 2013 - “What does [Johnson] do the rest of the time?” a former exec said to the Post. “If he’s doing this huge transformation, why
isn’t he there 12 hours a day helping everybody get things done?”
September 26, 2013 - Bill Ackman was right. Investors are fleeing J.C. Penney because of its increasing financing needs as it heads into the
vital holiday season. The company, which has already needed to raise billions of dollars of financing this year, was reportedly trying to raise as
much as $1 billion more, potentially by issuing new shares.
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