JCPenney is a brand name with which most people are familiar

JCPenney is a brand name with which most people are familiar. The company had a long history of success until recently when the company veered from offering the brands it was known for and instead charted a course with less discounts, straight-forward pricing and more boutique brands. In only a few short months the results were disastrous forcing JCP to bring back their former CEO to try and repair the damage done by former CEO Ron Johnson of Apple who was brought in to reinvent the organization. Unfortunately sales dropped precipitously and the company realized they must return to the core competencies that made JCP a success. Bringing back Mark Ullman they have started to again focus on the core competencies that are the hallmark of JCP including unique low cost brands, deep discounts, mass couponing, jewelry, handbags and their unique position as being the low cost apparel and home store that is a step up from Wal-Mart and a step below brands such as Macy’s.