Pick a company: Macys

Executive Summary:

) and use this section to

give an overview of the retailer and your recemmendations and ideas for e-commerce

expansion that will be covered in the paper. Do not give too much away here --- this is

simply to introduce your paper and allude to your proposal.

B.

Current State of the Retailer:

This portion of your paper should be no more than 2-3

pages in length (including B1 - B4 as noted below). Include detail on the retailer's current

financial state, employees, future growth strategies, etc.

**NOTE: Be sure to refer back to this section in your recommendations and explain how your

proposals could increase revenue, brand exposure, and customer loyalty.

B1. Retailer's Competitive Analysis:

Strengths- Macys is known for their stocking top quality merchandise in the latest styles and fashions. They are a trusted retailer for apparel for important occasions such as Christmas, birthdays, school dances, and weddings. Customers are able to purchase good quality gifts for every part of the family. They are located in convenient areas in shopping malls and have a convenient online store.

Weaknesses- Brick and mortar stores can be disheveled and chaotic, with piles of unfolded shirts and hangers on the ground. The online website is not personalized to the customer. It is cluttered with irrelevant products that do not entice the customer. Both online and brick and mortar stores have a generic appearance, the retailer looks like a "common" department store.

Opportunities- Macys can offer more customer experiences both online and brick and mortar stores to create a more unique shopping experience. More personalization on product recommendations for the Macys online store. Offer different customer service approaches online such as a chat box and video calls.

Threats- Competitors mastering the personalized customer experience to gain customer loyalty. Personalized deals that are more appealing to customers rather than general or urgent promotions. Retailers producing in store events and offering master classes online to engage with customers.

B2. Current Business Model:

This section should include the retailer's current

product/service offerings, retail platforms/distribution model, operational efficiencies and

processes.

It is recommended that at least ONE member from your team visit a brick-

and-mortar location of your retailer and take careful note of what he/she experiences

as a customer (i.e. product positioning, lighting, colors, mood, interaction with sales

representatives, and buying process).

You will need to reference back to this section in

your Recommendations as your e-commerce solutions should be in line with the retailer's

current branding/merchandising.

B3. Customer Profile & Strategies:

The customer profile of Macys are women ages 39-24 with an income over $40,000, holding a bachelor degree, and have a family. Their lifestyle is very busy and outgoing. They constantly run errands and aspire to attend the next weekend event of the week. Their daily life consists of dropping their kids to and from school, working in an office environment, taking care of the kids, and attending festivities on the weekends. These customers shop to relieve themselves from their busy schedule. They want a relaxing, fun shopping experience that is

convenient and offers the latest product assortment. They do not like disarray and disorder online or in-store because it is chaotic and stressful for them to shop. The retailer currently entices their target market by stocking the latest styles in their assortment, easy return system, and convenient in-store and online shopping.

B4. Promotional Activities:

This section should be no more than a half-page discussion.

Please briefly discuss how the retailer's image is presented (and perceived) as compared to

its competitor(s), advertising and press relations, etc.

C.

E-Commerce Recommendations:

This needs to make up a substantial portion of your

work (for both the written and presentation components of your project), and therefore

should be four to six pages long

.

This is your opportunity to present an e-commerce strategy and

discuss your recommendations to the retailer's Executive Board that could propel future

grow in the e-space and to compete amongst other retailers in its segment. Take time on

this section as it is the most important section of your report. Base your recommendations

on what you have found through your analysis in the sections above. Be sure to include

detail on:

C1. Where you see a gap in the current business model, and how an expansion into e-

commerce would fill this void

C2.

Proposed online shopping experience

(be sure your suggestions relate back to the

Current business Model and Customer Profile as you identified earlier in your project).It is

recommended to also include a screenshot of a mock homepage or a benchmarked

homepage(s) here so that you can fully illustrate your proposed ideas.

1. C3. Suggested strategies for drawing traffic to the e-commerce site, and your

suggestions for how to retain online customer loyalty

C4. Social media strategy

C5. Suggested online promotions and e-communications with consumers

Appendix:

Works Cited:

https://www.macysinc.com/brands/macys

https://www.macyscollege.com/mbachallenge/Content/Cases/2017_Challenge_MBA.pdf

References:

https://www.macys.com

Please answer Parts C. everything for Pact C