Macy's Corporation is a chain of middle to upper range department stores in the United States. In addition to its famous New York flagship store, the company operates over 800 stores in the United States, as well as 300 consumer electronic stores called eSpot ZoomShop kiosks. As of 2009, they posted revenues of almost $25 billion with net income of just shy of $1billion. Macy's, Inc. employees about 200,000 people, and though no longer the largest store in the world, is the annual sponsor of the New York City Macy's Thanksgiving Day Parade that has been in place since 1924 (www.macys.com).
Situational Analysis - As with any number of stores that have been in business for several decades, Macy's has endeavored to keep up with the times -- albeit not without controversy. Their biggest current challenge is deciding what niche they actually wish to fill, and moving aggressively forward with that plan.
SWOT
Strengths
Weaknesses
Opportunities
Threats
Anchored to most major Mall locations
High priced leases, lots of $$ tied up without commiserate customer return
Revamp brick and mortar strategy; find out what works where, when, and how
Too little, too late
High consumer name recognition; long history
Long history but no real marketing message or workable niche
Try to be more of a niche to more of the population; not a little bit of everything to a few
Competition from big discounters and E-commerce
Reputation for sales
Customers become jaded
Memberships, fewer "one" day sales, more believable sales
Too ingrained...
McDonald's Corporation This is an attempt to study the history and development of one of the great institutions of United States and a part of the images of the country that has spread in the whole world. As is well-known, the dominance of the world by United States came after the Second World War when the traditional leaders of United Kingdom and Germany lost their predominant positions due to the destructions
Breaching Experiment A Game of Twister Played at Macy's Department Store Brief Description of the Breaching Experiment My daughter, Kayley, who is fourteen and one of her friends, Dani, with her mother's permission, participated in a brief experiment. The experiment was to play the popular game "Twister" in a social setting that would be extremely uncommon for something like that to occur. The three of us took the game to the mall and
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