Macy’s Retail Store & Mobile App: A Business Implementation Plan

This report presents a detailed business implementation plan for Macy's Retail Store and its mobile app, focusing on strategies to enhance competitiveness and market presence. It includes a U.S.A. and global retail market analysis, outlining the current industry landscape and future growth projections. The plan emphasizes marketing strategies such as target market research, product differentiation, loyalty program enhancements, and competitive pricing. Key assumptions, potential risk factors, and legal considerations are addressed, along with the incorporation of stakeholder and customer diversity. The role of Corporate Social Responsibility (CSR) is highlighted, and a financial plan with projected investments and profits is provided. The report concludes that innovation and effective marketing are essential for Macy's to succeed in the competitive retail market. Desklib offers more resources for students, including past papers and solved assignments.

Running Head: MACY’S RETAIL STORE AND MOBILE APP BUSINESS IMPEMENTATION PLAN 1
Macy’s Retail Store and Macy’s Mobile App
Business Implementation plan
Taneka Irvin:
SNHU:

MACY’S RETAIL STORE AND MOBILE APP BUSINESS IMPEMENTATION PLAN 2
Executive Summary
This study sets out to create a business implementation plan for the Macy’s Retail Store and
App. Macy’s Retail Store and mobile app is the largest retail store in New York. It sales a
variety of products both nationally and globally. The store has stiff competition from other
retails stores in New York. The study sheds light on the plan that will see the company rise
above the competition by providing branded products unique and attractive prices among
other strategies discussed in the paper. The paper has an introduction of business
implementation plan, U.S.A and global retail market analysis, marketing strategic plans, the
assumptions made in the creation of the plan, factors that may affect the project, legal
considerations, how to incorporate the stakeholder and customer diversity in planning and
implementation of the plan, the role played by the Corporate Social Responsibility (CSR),
financial planning, conclusion, references and finally the appendix.

MACY’S RETAIL STORE AND MOBILE APP BUSINESS IMPEMENTATION PLAN 2
Introduction
According to the business dictionary, a business implementation plan is “a detailed
listing of activities, costs, expected difficulties, and schedules that are required to achieve the
objectives of the strategic plans. Macy’s Retail Store is the largest retail store located in New
York, America. The store sells women’s wear, men’s wear, kid’s wear and home products. It
has taken roots in most of the parts in New York with multiple stores. This project sets out to
create a business implementation plan that will aid the store put its strategies into action. It
focuses on the marketing plan for the Macy’s with an aim of ensuring expansion of the
market segment thus yielding maximum profits and outdoing the competitors. The plan is
scheduled to start in years’ time and the projected profits collected after a year. The paper
will also shed light on the operational plan and the financial planning. (Amiri, 2010)
Market analysis
Market analysis is the process of identifying the demand of products and the
consumption levels of the customers. It is very important in the business implementation
plan. Macy’s Retail Store and mobile app enjoys a vast market as a result of its location in the
city. Many people demand the cloths and the house products in New York U.SA. In addition,
the global market also goes for its products as they are reached through the Macy’s mobile
app. The retail has grown from $3.8 million to 2.6 trillion from 1988 to 2016. (Selectusa.gov.
2019). The U.S retail industry has registered an increase of $1000 billion by the end of 2017.
The global industry is becoming robust and is expected to increase by 3% by 2020. Retail
industry continues to expand every day. By 2025, it is expected that the U.S retail market will

MACY’S RETAIL STORE AND MOBILE APP BUSINESS IMPEMENTATION PLAN 2
be at $390 billion. In 2016, store retailing was at $292 billion. In 2017, the U.S retail sold up
to $23.3 billion without including e-commerce sales. www.statista.com, 2019).
The Marketing Strategic Plans
To ensure the accomplishment of the projected objectives and strategic plans, there is
need to put in place the following market strategies:
The Macy’s should research the target market. Coeurroy and Murray postulate that a target
market is the market segment that a hub for the business and thus it should be established
there. Macy’s Retail Store and mobile app has its target market in New York City. There is
need for the company to ensure it is felt by the target market by ensuring that its products are
advertised around the city. The action will help gather potential buyers including those
customers from the competitors. The products should be made available to the customers
always.
The company should also ensure its products are very unique in the market.
Customers prefer unique dresses that make them stand out among others. Fashion and design
department should bank on research and innovation to come up with the unique products that
can sell easily and very fast. The kid’s wear should be made appealing to the eye. Same
should be done to the men’s and women’s. The house products should also be distinct in their
make aligned with the customers’ needs (Lechner & Gudmundson, 2014)
In addition, the company should strengthen the loyalty program by introducing more
offers. This can be done by reduction of the tiers and expected expenditure per annum. The
tiers include platinum, gold, silver and bronze. For instance, in the silver tier the expenditure
should be reduced from 499 to 495 dollars. Many customers will strive to reach the maximum
expenditure per annum in order to enjoy better rewards. The result will be increment in sales
per annum thus increment in profits. (http:fortune.com, 2018)

MACY’S RETAIL STORE AND MOBILE APP BUSINESS IMPEMENTATION PLAN 2
Finally, the pricing strategy should be put in place. There is need to research on the
existing prices of similar products in the market place and coming up with relatively low
prices that will attract the customers from the competitive side. However, this should be done
cautiously to avoid running on a loss. The customers can order the products online and the
delivery made promptly. Running ads should be designed online and be available in every
platform. The awareness of the cheaper products in the market will not only attract the
unwilling buyers but also the new ones ( Hinterhuber & Liozu, 2014)
Assumptions
The project assumes that the funds will be available to initiate the plans. I considered
the business’ profits per annum and estimated the cost of all the plans to be lower than the
cost.
Secondly, the project relies on the assumption that there will be need for Macy’s
products in the market and that it will stand the test of competition. To address the
contingencies, the project has very unique plans that can cater for unexpected situation. It is
also in support of differential products that minimizes competition. I advocate for branding
and designing the products to make them very unique.
Another assumption is that there will be sufficient customer base throughout the
period. The project anticipates that the products will attract market and buyers will be readily
available thus making the store sell and make profits.
We assume that the management of Macy’s Retail Store has expertise and experience.
Factors that may affect the project
Cross-cultural factors like different beliefs and dressing codes are likely to be a
setback to the profitability of the project. New York is inhabited by people from different

MACY’S RETAIL STORE AND MOBILE APP BUSINESS IMPEMENTATION PLAN 2
populations and thus their tastes and preferences may not be in line with the products at
Macy’s. Language is a cultural tool. Some advertisements may be misinterpreted or not well
understood by the target market. Some symbols used in marketing may also affect the
perception of the message. It may draw back the business and be a barrier to the achievement
of the project's objectives.
In addition, the economy may crumble thus leading to low profits. If the economy is
stable, many people earn income and can afford to buy descent clothes and house products
sold by Macy's. On the other hand, economic decline affects the customers directly. They will
tend to buy less thus the project will be at the verge of failing to achieve its goals.
Finally, geopolitical events can hit the volume of regional and global retail trade.
They may also make the trade more costly thus lessening the demand for Macy's products. In
addition, these factors may affect the US government's fiscal position and inflation dynamics
thus affecting the total sales of the retail store.
Legal operation Plan
I will ensure that the company pays government levies as expected and in time. I will
also talk to the management to ensure that the law of business stays supreme. The products
will be environmental friendly and all the shipping and transportation never breaks the law.
The advertisements should not discredit the products of the competitors.
Incorporation of stakeholder and customer diversity
A stakeholder is a person, organization or group of people who have interests in the
business. The project will work hand in hand with the government to ensure that all the
provisions are within the government’s provision. Business organizations will also be

MACY’S RETAIL STORE AND MOBILE APP BUSINESS IMPEMENTATION PLAN 2
incorporated in the planning. The suppliers will be trained on how to achieve the project’s
goals. The customers will be instrumental in providing the necessary information relating to
their needs, tastes and preferences.
Role of Corporate Social Responsibility in the Implementation of the Plan
Corporate Social Responsibility plays a vital role in the implementation of any
business plan. The plan will consider the interests of the customers. Customers will be asked
what items they deem beneficial and which loyalty plan measures to embrace for they are the
buyers. The employees of the company form an integral part of the plan for they are
essentially the implementers. Their views will be very important. They interact with the
customers and know which products sell faster and why.
Financial planning
The project cost has been estimated putting in mind the company’s refits. The fixed
and variable expenses are categorised. The investment of 1.3% of the capital investment is
planned for the year 2019. There will be surplus profits to be enjoyed in the second and the
next years after investment.
Conclusion
Innovation and branding of products is important in ensuring that the company
produces and presents to the markets products that customers run for. Marketing plan is
essential in ensuring Macy’s Retail Store and mobile app stands out among the rest of the
retail stores in New York. The plan will aid the store soar to greater heights of success if well
implemented.

MACY’S RETAIL STORE AND MOBILE APP BUSINESS IMPEMENTATION PLAN 2
References
Evidence from the early foreign market entries of new-technology-based firms. In Location
of International Business Activities (pp. 226-260). Palgrave Macmillan, London.
Hinterhuber, A., & Liozu, S. M. (2014). Is innovation in pricing your next source of
competitive advantage? Business Horizons, 57(3), 413-423.
Lechner, C., & Gudmundsson, S. V. (2014). Entrepreneurial orientation, firm strategy and
small firm performance. International Small Business Journal, 32(1), 36-60.
Noe, R. A., Hollenbeck, J. R., Gerhart, B., & Wright, P. M. (2017). Human resource
management: Gaining a competitive advantage. New York, NY: McGraw-Hill
Education.
Patrick, K., Kuhns, R., & Borchers, A. (2016). Recent trends in US farm income, wealth, and
financial health. Choices, 31(1), 1-8.
Worldpopulationreview.com. (2019). Retrieved from
http://worldpopulationreview.com/countries/united-states-population/ Selectusa.gov.
(2019). Retail Trade Industry Spotlight | SelectUSA.gov. Retrieved from
https://www.selectusa.gov/retail-services-industry-united-states
www.statista.com. (2019). Topic: Apparel Market in the U.S. Retrieved from
https://www.statista.co
http:fortune.com. (2018, February Wednesday). Retrieved April Friday, 2019, from Fortune:
http://fortune.com/2018/02/27/macys-growth-store-spending/
Amiri, Y. (2010). Fuzzy Sketch for Implementation of E-Business Plan in Iran SMEs.
International Business Research , 1.

MACY’S RETAIL STORE AND MOBILE APP BUSINESS IMPEMENTATION PLAN 2
Appendix
m/topics/965/apparel-market-in-the-us/
Appendix
NPV, IRR & PBP calculation