As of March 2018, Macy's, Inc. operates 690 department stores in 45 states, Washington DC, and outside the USA in Colombia, Guam, Puerto Rico, China, United Arab Emirates, and Kuwait with third party license agreements. Headquartered in Cincinnati, Ohio, the company's brands include Macy's, Bloomingdales, and Bluemercury. Most stores are located in urban or suburban areas and include a mix of apparel, accessories, cosmetics, home furnishings and various other consumer goods. Macy's reported revenues in excess of $25 billion in the year ending January 2017 deriving from 382 company-owned stores and the rest being leased. Approximately 600 stores are department stores operating under the names Macy's and Bloomingdale's, and the remainder are specialty stores that include Bloomindale's The Outlet, Bluemercury, Macy's Backstage, and Last Act. Macy's divested 66 stores in the year ending January 2017 and 43 year-end January 2016, with plans to continue reducing total store numbers by approximately 30 as leases expire. Macy's, Inc. employs 148,300 full-time and part-time employees with 10 percent represented by unions. Closing more and more stores every year, Macy's, Inc. is struggling financially and needs a clear strategic plan. During the month of December 2017, Macy's spent $32 million on television advertising, compared to J.C. Penney that spend $27 million that month.

Product Analysis

1. What good and/or service does the organization offer?
2. What consumer need does the product solve?
3. What promotional mix, channels of distribution, and pricing strategies are being used by the organization?
4. What competitive advantage does the marketing strategy offer?