Business-Level and Corporate-Level Strategies
Professor Melissa Ekberg
BUS499 Business Administration Capstone
May 15, 2013
In this paper I will discuss Macy’s Incorporated by analyzing their business level strategies to determine which I think is the most important to their long term success and if I think it is a good choice. I will analyze their corporate level strategies to determine which I think is the most important and whether or not I believe it is a good choice. I will analyze the competitive environment to determine the corporations’ most significant competitor and compare the two companies’ strategies at each level and evaluate which company I think is most likely to succeed in the long term. Once the …show more content…
Another opportunity would be to further develop their online presence. They have just launched a new mobile application for the iPhone which is helping this. A large threat to Macy’s would be any economic slowdown in the United States. Any financial crises in the United States would directly impact Macy’s Inc, with nothing outside the United States to help keep them solvent until it passes they would certainly be affected. J.C. Penney being one of Macy’s Inc. competitors is under a new CEO and is trying to reinvent the chain. This could cause them to lose customers to this competitor if the price and quality are right for the consumer. Another threat to them are the warehouse discount stores, they are very cost competitive and have an edge on them.
There are many segments to the general environment that are external to a company. A firm’s ability to keep up with its competitors means using the scanning, monitoring, forecasting, and assessing tools to determine the affects they may have on the company. Macy’s Inc. has been assessing the demographic segment to determine the effects of the “millennial” group (age 13-30) which is the largest American generation (Macy’s 2012). Macy’s Inc. has brought in different lines that they have studied to fill the niche for this age group. They are also working on a new Home strategy that will attract the millennial group. They are using social media and blogging to attract