Business Plan Analysis of Macy's Inc. Mobile App Project

This report presents a business analysis of Macy's Inc., focusing on its mobile app project. It begins with an overview of the company, its key personnel, and its current position in the retail market. The report then delves into how the new mobile app concept aligns with Macy's core competencies, emphasizing distribution, marketing, and investment in digital technology. The analysis highlights the importance of an Adhocracy culture for fostering innovation and customer service. Furthermore, it outlines the key roles, responsibilities, and qualifications of a cross-functional team necessary for successful project implementation, including management, finance, technology, and operations. The report also addresses contingency planning, identifying potential risks and strategies to mitigate them, such as vague expertise with b8ta software. The conclusion stresses the need for strategic planning, external and internal factor analysis, and a skilled management team to ensure the project's success, emphasizing the role of a well-defined contingency plan. The report references various academic sources to support its analysis.

Running head: BUSINESS ANALYSIS ON MACYS INC.
BUSINESS ANALYSIS ON MACYS INC.
Name of the Student:
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BUSINESS ANALYSIS ON MACYS INC.
ABSTRACT
The following report describes the business plan of Macys Inc. Company, a retail store and a
mobile application. The paper predominantly focuses on the new idea and service provided
by the Macys mobile app. It explains that how the organisation is well- positioned to carry
out the project, as well as how the concept integrate with the organisation core competencies.
The study also focuses on the organisation culture that can offer the best possible factors for
the successful implementation of the project. The key responsibilities, roles and qualification
of the cross-functional team who are to be responsible for the implementation of the project.

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BUSINESS ANALYSIS ON MACYS INC.
Table of Contents
Introduction................................................................................................................................3
Discussion..................................................................................................................................4
Overview of the Company and Key Personnel......................................................................4
Future of Macy’s Inc..............................................................................................................4
Company’s Current Position..................................................................................................5
The Concept with respect with the Core Competencies........................................................6
The Organisation Culture at Macy’s......................................................................................6
The Key roles, Responsibilities, and Qualifications of the Cross-Functional Business........6
Contingency Planning for the New Idea................................................................................7
Conclusion..................................................................................................................................8
Reference....................................................................................................................................9

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BUSINESS ANALYSIS ON MACYS INC.
Introduction
The report depicts the business plan of a diverse company Macy’s Inc. It is a retail
store and a mobile application which is comprised of varieties of goods of high quality and
name brands. It has contributed a wide collection of products which is categorised in different
varieties. Macy’s sells to generate the sale revenue and the target customer of the
organisation is both women and men. The following reports elaborates on the overall
organisation’s competencies to introduce and implement a new project. The corporate culture
with the key roles and responsibilities of the cross-functional is analysed for the better
implementation of the business plan.

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BUSINESS ANALYSIS ON MACYS INC.
Discussion
Overview of the Company and Key Personnel
The company Macy’s Inc. is a diversified company, founded by Rowland Hussey in
the year 1858. In 1994 it was affiliated with the Bloomingdale’s departmental store and in
2007 the company was renamed with Macy’s Inc. In 2015 the company was noted as the
largest US department store company. In February 2019 it was a big achievement for the
company as there were 584 full-line stores with the company nameplate throughout the US,
Guam and Puerto Rico. Macy it is not diversified in its selection of products but also because
of its employees and their customer (Barão et al., 2017).
Founder: Rowland Hussey
Chairman and Chief Executive: Jeff Gennette
President: Hal Lawton
Chief Financial Officer: Paula A. Price
Strategic Advisor: Karen M. Hoguet
Chief Legal Officer: Elisa D. Garcia
Chief Stores Officer: John Harper
Chief Operation Officer: Robert B. Harrison
Future of Macy’s Inc.
The ever-increasing technology has taken a vast toll in the field of retail stores. The
world of retail store is becoming more over a conversational commerce and Macy’s is
making a conventional way with the new technology. Macy’s is incorporated in the
experience business. The concept of b8ta in the organisation will enable the platform of

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Macy’s to customise its technology which will provide the brands an automated and seamless
experience while signing up to participate for the “The Market @Macy’s”. The b8ta is a
software-powered retailer designed to improve the customer and maker experience (Berman
& Thelen, 2018). The platform of the customised software will serve as the key driver for
assessing and managing the rotating name brands, experience and scaling the market at
Macy’s concept to relocate the new location (Dimitrova et al., 2018). In addition to that, b8ta
has the ability to entice the new products in the store and the customer electronic space would
enable a huge opportunity for bringing new exciting products categories to select Macy’s
stores (Kerssens, 2017).
Company’s Current Position
The current position of the company can be determined by the SWOT analysis that is
by analysing its strength and weakness hence by critically analysing the current position of
the company the requirement gap can be assessed. Considering the strength of the company.
Strength: The Macy’s is ranked among the largest chain stores in United States. It
consist more than 800 stores across the states. The company acquires excellent brand
recognition and diverse merchandise. The company exports its products over more than the
100 countries across the world. The company has good quality customer service. The
company has strong share market, the acquisition with Bloomindales the Macy’s has got
stronger base of customer and also acquires classy customers.
Weakness: The weakness of the company in which the company must give emphasis
on that the company does not generate much revenue, the company does not involve much
with global brand recognition the company must focus more on the digital marketing and
international marketing to get global market recognition.

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BUSINESS ANALYSIS ON MACYS INC.
Opportunities: The Company acquires a good brand name, hence the company can
avail better marketing across the world. The company needs to improve in the sector of
ecommerce which is a better scope for growth and avail brand awareness within the
customers. The company must give emphasis on the inorganic and organic growth abroad
Threats: The threats of a company can be its competitors, the main competitor of
Macy’s is J.C Penny. The threat also includes the purchasing power of the buyers, if there is
economic downfall then the spending power is less.
The above analysis suggest that the company lacks in digital marketing and use of
innovation in the system hence the new idea of b8ta will help the organisation for retaining
the customers and provide better global recognition.
The Concept with respect with the Core Competencies
The core competencies of the firm indicates to the key functions or activities that a
firm needs to consider in conducting it business. The core competency of a retail store and a
mobile app must include distribution, marketing and selling, investment in digital technology
in-store to renovate the retail experience (Sanghi, 2016). The combination of this
technologies with the top initiatives will result in more productivity and awareness of the
company.
The Organisation Culture at Macy’s
The type of organisational culture which must be practised in order to implement the
new idea is Adhocracy Culture. This type of organisation culture influence creative and
dynamic working environment and more over innovation. The Company promises to provide
a high scale service to the customers (Oh, 2017). The organisation culture of Macy’s is
developed by the customer service and the success of the company depends upon its

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BUSINESS ANALYSIS ON MACYS INC.
employees. The values, norms beliefs, relationship, attitude and behaviour that act as a
driving factor for a better workplace.
The Key roles, Responsibilities, and Qualifications of the Cross-Functional Business
The departments of an organisation works as a whole, the organisation team creates
and implements a well-defined process to achieve the company’s goal (Lee, 2019). The
cross-functional team includes employees from the different departments such as the
management, finance, technology and operation (Tokosh, 2019).
The key role and responsibilities of the cross-functional business are:
 It identifies the right project and new project development
 It is responsible to assemble the right team
 Problem-solving
 Decision-making
 Ensures trust, bonding and morale within the team
 It ensures faster response to the technology change
It so happens that even the skilled project managers cannot bring the cross-functional
team together and have a high expectation to run the project smoothly. It is very
necessary to have a brief look on the team’s ability and competency. Their qualification
and hoe efficiently and effectively they can use their skills. The best practices of own
skills and the team member skill is important while implementing a new project this will
give excellent and desired result. The role of the new business planner is to determine the
feasibility of the plan and the developing strategies to implement those plans.
Contingency Planning for the New Idea
Contingency planning can be defined as the proactive strategy, which varies from
other management plan where it focuses more on the consequences of something that has

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happened. It is pre-planned setup for those troublesome events which can affect the business.
These type of planning are used by the managers who are aware of the upcoming risk that can
affect any business project (Tabrizi et al., 2018). The team needs to focus on:
Identify the risk
Elaborates the risk
Risk management
Maintain the plan
The key risk of the company, the possible risk can be vague expertise with the b8ta
software. Identifying the resources and prioritising those resource. When the contingency
plan has been properly drafted the plan needs to be shared to the other departments and the
employees as well. A contingency plan cannot be considered unless and until it is properly
communicated throughout the organisation.

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BUSINESS ANALYSIS ON MACYS INC.
Conclusion
It can be inferred from the above discussion that the organisation needs to build
strategies and must analyse the external and internal factors in order to successfully
implement the new idea. The corporate culture also plays a major role in implementing the
new idea as the culture will offer best possible outcome and high level of motivation to work
together as a family. The above discussion also shows that how the responsibilities and
qualification of the cross-functional business impacts the new project plan and it is important
for the organisation to have skilled and qualified management to proceed further. The
contingency plan will help the organisation to overcome the risk and would help the idea to
get pitched successfully in the organisation.

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BUSINESS ANALYSIS ON MACYS INC.
Reference
Barão, A., de Vasconcelos, J. B., Rocha, Á., & Pereira, R. (2017). A knowledge management
approach to capture organizational learning networks. International Journal of
Information Management, 37(6), 735-740.
Berman, B., & Thelen, S. (2018). Planning and implementing an effective omnichannel
marketing program. International Journal of Retail & Distribution Management,
46(7), 598-614.
Dimitrova, J., Gorgieva-Trajkovska, O., Miteva-Kacarski, E., & Dimitrova, E. (2018). Shared
Entrepreneurship Environment for Creative Youth.
Kerssens, A. (2017). Innovation in retailing.
Lee, Y., Howe, M., & Kreiser, P. M. (2019). Organisational culture and entrepreneurial
orientation: An orthogonal perspective of individualism and collectivism.
International Small Business Journal, 37(2), 125-152.
Oh, W. G., Lee, S. J., Lee, K. D., Jung, D. U., Son, H. K., & Ko, J. K. (2017, October).
Implementation of product-oriented omni channel technology using multi-modal
information. In 2017 International Conference on Information and Communication
Technology Convergence (ICTC) (pp. 296-300). IEEE.
Sanghi, S. (2016). The handbook of competency mapping: understanding, designing and
implementing competency models in organizations. SAGE Publications India.
Scott, C. (2018). Contingency Plan.
Tabrizi, J. S., Goshayie, E. H., Doshmangir, L., & Yousefi, M. (2018). The Barriers to
Implementation of New Public Management Strategies in Iran's Primary Health Care:

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A Qualitative Study. Journal of the liaquat university of medical and health sciences,
17(1), 8-17.
Tokosh, J. (2019). Is the Macy's in my mall going to close? Uncovering the factors associated
with the closures of Macy's, Sears, and JC Penney stores. Growth and Change, 50(1),
403-423.