Although the concept of selecting a target market and establishing a unique position is not specifically mentioned

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Although the concept of selecting a target market and establishing a unique position is not specifically mentioned in the feature, what do we learn about these two topics from JCPenney’s miscues?

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Prior to Johnsons arrival JCPenney had a wellestablished target market and a unique position in the department store industry Its target market and unique position was bargainminded shoppers who brought impatient kids into the store to buy school clothes and moved through the store quickly Johnson tried to change the target market and position to people who werent particularly bargainminded and wanted to linger in the stores rather than move through them quickly What we learn is that the change was too abrupt The current target market was a completely different type of shopper than the new target market As a result Johnson started losing the current target market without attracting the new target market a ...View the full answer

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