Assessing International Marketing - J.C.Penney

Assessing International Marketing - J.C.Penney



Table of Contents

Assessing International Marketing - J.C.Penney2

Introduction2

Discussion2

Marketing Process Application4

PESTLE Analysis4

Marketing Mix, Segmentation, Targeting and Positioning6

Conclusion8

References10

Assessing International Marketing - J.C.Penney

Introduction

Management philosophies have been helping organizations create strategies and plans which have been tested in theory and hence are applicable on real life situations. These management philosophies can only be defined as a set of ideas that make up the best management practices, and can thus be standardized for others. Although these standard practices cannot cater to every organization out there, they have a true enough affect if the theory is correct. There are several differing viewpoints as to how best to manage an organization and it is naturally better to base organizational goals on one philosophy and try to follow it through. In order to make the expansion into international markets, careful consideration of all sides of the equation must be followed. The reasons are to be analyzed, the domestic market's sustainability be examined and thorough understanding of international ethical conditions be managed. It is only then that an international expansion plan might be successful. In this paper, I will be analyzing the American exclusive clothing retail chain store, J.C Penney and explore its sales opportunities in a foreign market, i.e., Europe.

Discussion

J.C.Penney has been around a total of 110 years and thus, has quite a strong marketing impact on the annual turnover of American sales. It was established in 1966 and operates mostly out of Texas. With more than 1,106 stores located all over the United States, it is quite the household brand and has managed to form a standard that a few have managed. It gained popularity in its earlier years for being able to sell products at one fair price, and for introducing the East Coast fashions into the West. J.C.Penney is also responsible for initiating the mail order business first, which then became quite a trend among businesses. The company sells products ranging from kitchenware to clothing from all ages and both genders, and everything in between. Penney stores also hold under their roof coffee houses and other bars. The company worked quite well across the nation in its initial years, but seemed to struggle somewhat in the nineties when the national retail markets diversified and J.C. Penney became just one of the numbers. Competition such as Walmart or Macy's started to come through and the once-popular show began to lose its shine. However, the organization has still managed to retain their pricing strategies and have been winning awards for their ability to incorporate marketing strategies quite successfully among competition.

I believe J.C.Penney will be highly successful in the European market, because it has fully integrated the four utilities of customer values. It has functionality within its stores all across America. IT has managed to win several awards for the way their marketing campaigns put across their vision. They understand what their customers require from them and are fully able to cater to that ...