J. C. PENNEY: A LESSON IN MARKETING STRATEGY.

The article presents a case study of the failed marketing strategy by a newly hired leader at JC Penney. Chief executive Ron Johnson was hired by the Board of JC Penney to revitalize the image of the iconic brand retailer and to increase profitability. Johnson completely revamped the traditional marketing strategy of the department store which alienated and confused their core customers and led to business losses and Johnson's resignation.