This article discusses Macy's strategy and how it is working and helping to guide strong sales growth. Macy's does admit that J.C. Penny's struggle is a help to their growth. However, their strategy is the driving force. Macy's strategy is made up of three parts. First, Macy's "tailors merchandise to local tastes." Second, they are pushing their online presence to be more well known. Third, they have developed more intense staff training.
Macy's is one of my go - to stores so no way would I pass up to discuss this article. Macy's three-pronged strategy is definitely a step in the right direction. The Macy's upper management team must of gotten their MBAs since their strategy matches up to everything I am learning in class. Their strategy of merchandising to local tastes or localization, definitely is a competitive advantage and would be a strength in Macy's SWOT analysis. This localization is giving customers product that is specific to their needs and only available at Macy's. Macy's desire to have a stronger online presence is indicating that Macy's is innovative and keeping up with the changing marketplace. The improvement of staff training can only enhance the customer epxerience and their loyalty to Macy's.
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