JCPenney: Back in Business
In 2016, JCPenney was in the midst of a multi-year turnaround after coming dangerously close to bankruptcy. Under CEO Marvin Ellison, the company had identified three strategic objectives-a focus on omnichannel, private label goods, and increasing revenue per customer-to guide all company initiatives. The company was running pilot tests on a new line of appliances, rebranded hair salons, and new private label merchandise, and management now needed to decide how best to roll out and market these initiatives across the chain. Ellison also considered how to build upon the company's new ad campaign, Get Your Penney's Worth, and how to strike the right balance between serving its "core" and "emerging" customer segments. He wondered if these objectives and initiatives were enough to restore JCPenney's position in the evolving retail landscape.