Communication: the Art of Keeping a Business Alive

Communication: The Art of Keeping a Business Alive

Amie Jo Prieskorn

amiejokorn@att.net

Professor Bennet

February 2, 2014

Organization Overview

J C Penney Company, Inc. was founded in 1902 and has grown to be a major retailer, operating department stores in 49 states and Puerto Rico. In addition to department store sales, J C Penney offers a thriving internet sales site at jcp.com. Retail sales include fashion apparel, footwear, jewelry, cosmetics and home furnishings as well as in store services of styling salons, optical, photography and interior design. According to the J C Penney SWOT Analysis, J C Penney “is headquartered in Plano, Texas and employed approximately 116,000 people, including part-time employees, as of February 2, 2013.”(p.3) these figures do not include the recent sources which indicate future store closings and layoffs.

J C Penney’s “key competitors include Kohl's Corporation, Macy's, Target Corporation and Wal-Mart Stores. Some of these companies have substantially larger resources, offer frequent promotions and reduce their selling prices.”(p.8) It is because of these facts that J C Penney finds itself in the predicament it is in. J C Penney sacrificed its customer’s loyalty by taking away its promotions and sales prices in favor of a more streamlined selling experience. There will be no need for sales or coupons because they will sell their products at the lowest possible price every day. In theory this is a good idea, but only if it works, and it didn’t. Consumers want sales, they thrive on them, and J C Penney now knows this and seeks to regain its lost ground.

J C Penney is in a turn around and survival mode. They need to incorporate techniques to keep pace with their competitors as well as keep their customers happy. These techniques require a common bond between corporate headquarters and the store employees, communication. What type of communication will keep the customers coming in order to keep sales up and...