In searching the web I came across a few articles that spoke to the JC Penny Company Inc. somewhat recent change in business strategy and the effects it has had with their customer base and business overall. In February of 2012, JC Penny launched an entirely new pricing strategy for their department stores where they were going to introduce a new technique titled “Fair and Square” pricing. This approach would basically do away with seasonal/impromptu sales along with the use of coupons. Instead their pricing on products in the stores and online were going to be at an everyday low price. In conjunction with this strategy, the retailer was going to introduce new brands to their retail store fronts (i.e. “Martha Stewart and l'amour nanette lepore”) which include a store within a store concept further distinguishing and separating the products/brands within their stores. Further detail can be referenced via the following link:http://ir.jcpenney.com/phoenix.zhtml?c=70528&p=irolnewsCompanyArticle&ID=1652614&highlight. Although these changes seemed positive and progressive at first, once implemented it had quite an adverse effect on their business overall and as a result sales have continued to suffer going into early 2013. In fact, when fourth quarter sales information was released, it showed JC Penny department sales being down 32% year over year. (Blodget, 2013. Para. 2). It was apparent that there was a disconnect between the company’s newly implemented changes/vision, and the customers perception and reaction.

These articles speaking to the changes and status of the JC Penny Company Inc. are very relevant to our content and discussions as this clearly showcases a company going through a change in business strategy and all that accompanies it. Items directly referenced from our current text such as:
• Strategic Management (or in this case lack thereof)