Business Positioning Is Difficult to Change

(1/28/2013) Business positioning is difficult to change, especially for a low-end brand. JC Penney is known for their discounts and sales. However, this company changed that policy one year ago and customers are not buying it. After a disappointing year and a loss of bargain searching shoppers, JC Penney is returning to its aggressive discounts.

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The winner: consumers.
Footnote: The current CEO, Ron Johnson, is ousted today (4/8/2013). It's obvious that it's no-sales strategy costed his job. Not a surprise.

This is another WOW. JC Penney launch an "apology" video to their old customers on youtube.
"It's no secret, recently JCPenney changed. Some changes you liked and some you didn't, but what matters from mistakes is what we learn. We learned a very simple thing, to listen to you. To hear what you need, to make your life more beautiful. Come back to JCPenney, we heard you. Now, we'd love to see you."