Jcpenney.Com Research
...and an efficient web site.
1) Overview:-
a) A few of JCPenney's major competitors are Kohls, Sears, Wal-Mart, Target, Marshall Fields, Carson Pirie Scott, etc. They all follow the Reactive and Partial cyber-marketing business model, which means that they are present physically and they also have an online presence. Partial cyber marketing is a reactive response of existing companies who have done business through the physical distribution channels.' (text, pg 44) Even though these stores have an electronic presence, their main business is generated through physical stores.
The market segment at which the products/services are aimed are the demographic and also psychosocial market. The targeted customers are "Modern Spenders" and "Starting Outs", who shop for apparel, accessories, and home furnishings; people from day to day lives, needing items like clothes, (which can be for men, women and children); furniture, shoes, house wares, etc. These are people who are willing to shop at either physical stores where JCPenney is located or thorough catalogs or also through the convenience of the Internet. By focusing on the age, gender, etc. the company can cater or better focus on age, for e.g. the company can make more choices available for the children in terms of clothes, Gender the company can invest in some more products which attract people who need items for either a man -, young or old, a woman young or old, a child- infant or toddler girl or boy, and so on. These are just a couple of examples of how demographic market segmentation can help a company. On the other hand, by focusing on the psychosocial segmentation, a company can get an idea of the kind of day to day customers it receives. The customers can be from any walk of life they can either hold a very high status in society, or in the middle, or not high at all. Different people prefer...
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