Macy's Business Implementation Plan: MBA 705 Capstone Project

This assignment presents a comprehensive business implementation plan for Macy's retail store. It begins with an introduction to Macy's, tracing its history and evolution. The plan then dives into the marketing strategies, including the use of b8ta shop-in-shops, modern market concepts, digital adverti...Read More

BUSINESS IMPLEMENTATION PLAN
NAME OF THE STUDENT
NAME OF THE UNIVERSITY
AUTHOR’S NOTE

 Macy’s retail store- it was founded by Rowland hussy
Macy. It was inaugurated in between the year of 1843 and
1855.
 The brand moved to New-York (NY) in the early era of the
year 1858. The new store was addressed as the R. H. Macy &
co. On sixth avenue between 13th and 14th streets
Introduction

 The b8ta shop-in-shop which is located in
herald square makes use of reminiscent model
market @ Macy's.
Marketing strategy

 b8ta employees, This set of employees to make the customer
satisfied at nay point of time in regard to their consumption
query.
 B8ta offers a wide category of niche product offerings.
Marketing strategy

 Macy's modern market concept makes use of the cues from
its recent beauty makeover, with Macy's employees running
the kiosk rather than brand-specific employees.
Marketing strategy

 Digital based ads are being promoted to attract the interest of
the potential consumers. This is being undertaken to use the
marketing concept of Pull strategy.
 Macy’s store is one of the dominator and entertainment store
within the rival firms.
Marketing strategy

Market analysis (Continue…)

Market analysis (Continue…)

The reason behind Macy's fall, Macy's reported
holiday comps sales lower than estimates and
lowered full-year 2018 guidance.
Market analysis (Continue…)

Macy’s Inc. is a department store which has an different
product offering made for capturing the different age-
group from several brands like that of the Adidas, Nike,
Ralph-Lauren, Levi’s and Calvin-Klein.
Marketing Mix- Product (Continue…)

Its diversified product portfolio includes diversified
segments of products that are aimed at satisfying the
needs of the different segment of the consumers.
Marketing Mix- Product (Continue…)

Place in the marketing mix of Macy’s
Marketing Mix- Place (Continue…)

Place in the marketing mix of Macy’s
Marketing Mix- Place (Continue…)

Place in the marketing mix of Macy’s
Marketing Mix- Place (Continue…)

At the end of the financial year 2015, Macy’s Inc.
Declared its estimated revenues at 27.079 billion dollars
Marketing Mix- Price (Continue…)

Macy’s has adopted a reasonable pricing policy and
have kept product prices affordable and pocket-friendly.
Marketing Mix- Price (Continue…)

Macy’s has adopted an intensive marketing strategy and
has launched several ad campaigns through print and
electronic media on radio, television, magazines and
newspapers.
Marketing Mix- Promotion (Continue…)

It offers store catalogues so that the customers are aware of
every product and incentives like several deals, discounts and
offers as part of its promotional strategy.
Marketing Mix- Promotion (Continue…)

Loyalty programme- Macy’s has reframed its loyalty program
and has opened it up to all customers. Previously they was a
requirement to make use of the brand card to acquire loyalty
points.
Operational Strategy (Continue…)

Macy’s is expanding its off-price brand backstage, such that the
brand has opened 47 new backstage stores within the second
quarter amounting to a total of 65 openings within the first half
of the year.
Operational Strategy (Continue…)

Expanding its online assortment. This is being done by forming
hand with that of the local vendors who will handle fulfillment.
Operational Strategy (Continue…)

Identification of NPV, IRR, and payback
period.
Operational Strategy (Continue…)

The business implementation plan where the financial funding
and financial analysis has been done based on the forecasted
performance. This explains Macy’s Macstyle app budgeting on
the forecasted period and the identification of the sales and
revenue or the net profit the next forecasted period.
Conclusion

(2019). Retrieved from https://seekingalpha.Com/symbol/M
(2019). Retrieved from
https://www.Google.Com/url?Sa=t&rct=j&q=&esrc=s&source=web&cd=1
&cad=rja&uact=8&ved=2ahukewjlr4rgydvhahx07xmbhcpnbhkqfjaaegqiar
ab&url=https%3a%2f%2fwww.Macys.Com%2f&usg=aovvaw1bvawnheuc
1xvhppwut6sm
References

A look inside Macy's new retail strategy. (2019). Retrieved from
https://www.Retaildive.Com/news/a-look-inside-macys-new-reta
il-strategy/543073/
Lee, I. And lee, K., 2015. The internet of things (iot):
applications, investments, and challenges for enterprises.
Business horizons, 58(4), pp.431-440.
References

Spence, C., Puccinelli, N.M., Grewal, D. And roggeveen, A.L.,
2014. Store atmospherics: A multisensory perspective.
Psychology & marketing, 31(7), pp.472-488.
References