MBA 705 - MacStyle App Implementation Plan for Macy's Retail Store

This paper presents a business implementation plan for the MacStyle App, a mobile application designed to enhance the business operations of Macy's Retail store. The rationale for the plan stems from the significant increase in online shopping and the need for Macy's to compete with companies like JCPenney’s, Nordstrom, and Saks. The app aims to address the problem of an outdated online business platform and capitalize on the opportunity to provide a better customer experience through features like virtual fitting rooms and design analysts. The market analysis targets a broad demographic, leveraging the app's free accessibility. Competitive advantages include innovative features, 5-star customer service, and alignment with Macy's mission to create realistic virtual shopping experiences. The app incorporates native and multi-featured enterprise application technology, linking with phone features to enhance user experience and drive online sales.

Running head: MANAGEMENT
Management
Name of the Student
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Author Note

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Introduction:
The paper is focused in the elaboration of the business implementation plan of the
MacStyle App. MacStyle App is the newly designed mobile application for the business
operations of the Macys Retail store. The paper is focused in the discussing the rationale for
the plan and along with that, the paper also highlights problem situation that the mentioned
application is designed to serve. Apart from that, the paper analyses the market for the chosen
application and elaborates the competition of the market as well. Adding to this, the paper
also explains the suitability of the application in the business operations of the company
along with specifying the innovative idea that is associated with the application.
Rationale:
The main triggering factor for the introduction of the new mobile application from the
part of the mentioned retailer is the significant increment of the online shopping. It is pretty
visible that the modern consumers are notably tech savvy and the general preferences towards
the purchasing of the goods and services with the application of the online technology is seen
to increase in significant manner. Several market researches confirm the fact that the
customers have a tendency of purchasing two out of their three purchased products through
the online shopping which made sure that the percentage of the online shopping has increased
from 475 of 2014 to 51% in 2016 (). Adding to this, the online shopping through the usage of
the mobile is seen to increase from 41% of 2015 to 44% in 2016. In addition to this, the
internet sales is seen to increase by 23% in the year 2015 which confirms the increasing
interest of the customers in conducting the online shopping.
The significant increment in the online and internet based sales is bas on the increased
customer satisfaction. With the help of the technology and the online shopping, the customers
are seen to save their money and effort and at the same time, the increased speed in the

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purchases of the goods and the services is proving to be significantly influential for the
customers. On the other hand, the factors such as better exchange of the information
regarding the new products and the services from the part of the company to the customers,
virtual fitting rooms along with the specialist design analysts for providing information
regarding the best suited products for the individual customers and style tips are notably
influential for the organization in introducing the mentioned mobile application.
Problem Opportunity:
The chosen organization was seen to suffer from the impact of the market
competition.
Companies like JCPenney’s, Nordstrom, and Saks are providing tough competition to the
mentioned organization. In addition to this, the mentioned organization is seen to have an
outdated application for the online business which is the main reason of the company’s
incapability in competing with the above mentioned competitor organizations. Considering
the ease of the customers in gaining the idea of the features of the products from the mobile
applications, the organization is unable to provide a perfect platform for their products in
achieving the maximum market limelight. On the other hand, the competitor organizations
are able to provide the optimum quality experiences to the customers in terms of meeting
their queries or providing the views of the products for the better understanding of the
customers. Along with that, the improvement in the application of the technology in
providing better facilities such as the design and style analysts and the virtual fitting rooms is
seen to be much needed for the organization coping up with the intense competition of the
market.
Market:

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As the company are seen to focus on sales of the various sorts of products including
shoes, housewares or décor and jewelry, the aim of the company with the mentioned
application is to serve the needs of the customers of various age groups and demographics.
The device can be downloaded without any sort of compensation and that will be significant
for the people of different age groups in enjoying the service of the application. There will
not be any sort strict market segmentation as the customers for the products of the chosen
organization can belong various sectors of the society.
Competition:
The significant improvement in the incorporation of the technology from the part of
the organizations such as JCPenney’s, Nordstrom, and Saks is one of the fundamental reason
of the intense competition that the chosen organization faces in the industry. However, the
facilities of the MacStyle App such as the virtual fitting room and the transfer of the items
from the closet to the instore locations, the proactive help of the design and style analysts for
providing the information regarding the suitable products for the customers along with the
scope of effective filtering for the easy identification of the nest suited products from the part
of the customers have the capability of providing a significant competitive advantage to the
chosen organization. Apart from this, the 5 star customer service of the chosen organization
will be significantly efficient for the organization. The continuation of the quality customer
service in the application based shopping will provide a notable competitive advantage to the
chosen organization. The improvement of the customer service and the personal shopping
will be great significance for the chosen organization in terms of competing with the above
mentioned competitor organizations.
Company:

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The effective evaluation of the mission statement of the chosen organization is
significant in stating the fact that the organization intends to develop the most realistic and
creative virtual shopping experiences for the customers anywhere with the ease and
accessibility. The mentioned application will be capable of providing the information
regarding the products that are designed in accordance to the body shape or the surrounding
space or in accordance to requirements of the home. At the same time, the consumers of the
company will have the facility to save their designs, preferences or the measurements to their
social media accounts and can enjoy the virtual fitting rooms for ignoring the concerns
regarding the in-store shopping. On the other hand, the company will be able to serve the
customers with the realistic shopping experiences by providing the special design and style
analysts for the customers for recommending the best suited products to the customers of the
organization.
Innovation:
With the structure of the mentioned mobile application, the presence of the
technology and the application of the innovative ideas are pretty visible. The formation of the
application included native and the multi-featured enterprise application which ensured that
the application is written in the same language as the platform of the application. Apart from
this, it was pretty evident that effective linkage with camera and address book of the phone
was much needed for the application and the innovative idea of the product ensured that the
mobile application is effectively linked with the features of the application to make sure that
the customers of the organization are provided with a better experience for their shopping.
Conclusion:
On a concluding note, the mentioned new application of the organization will be
significant in providing the much needed ease to the customers of them in shopping. The

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incorporation of the application to the online business conduction of the organization is much
needed in overcoming the competition of the market. Adding to this, the forecast of the
increased sales in the online shopping section will be significantly influential for the
organization in introducing the new application for triggering their online shopping activities
which seems to be much needed for the organization under the significant competition of the
market.

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