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Presentation by BABY ZOOMERS:

Jose Alcantara,Marcus Garcia, Ruben Gonzalez, Bria Johnson, Nallely Zuniga

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Strengths (Internal)

Weaknesses (Internal)

Threats (External)

Opportunities (External)

  • Longevity in Brand Value
  • Merchandising Mix/Assortment
  • Accessibility
  • Inconsistent customer relationship management
  • Limited international Marketing
  • Stagnant / Decrease in expansion levels
  • Technological Forces
  • Demographic + Cultural forces

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  • Economic Forces
  • Natural Forces

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Target Market Profile

Demographics

Psychographics

Geographics

Behavioral

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Positioning Map

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  • Recent Off-price focus

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  • Expand BackStage Brand

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  • Targets Middle-Class Women

ages 16 to 34

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  • Various sales, coupons, offers

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Current Mix Analysis

  • Place

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Products

Price

Promotions

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PRODUCTS

  • Apparel- Women, Men, and children all ages and sizes

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  • Home Furniture- living room, kitchen, bedroom, ect.

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  • Bedding and bath- Lines, towels

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PRICE

  • Relatively Affordable
  • Heavy Focus on Clearance Sales
  • Off-Price Brand: Backstage
  • Perfect for Target Audience:
  • Middle-Class women ages 16 to 34

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PLACE

Macy’s Distributions Channels

Direct Channel

Retailer Channel

Digital

Channel

Reverse Channel

Private labels

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  • Alfani
  • Style&co
  • International Concept (INC)
  • Charter Club

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National Brands

  • Michael Kors
  • Calvin Klein
  • Ralph Lauren,
  • Adidas
  • Under Armour
  • Others….

Electronic devices

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  • Smartphones
  • tablets
  • computers
  • others…...

Overstock

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  • Liquidation

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PROMOTION

  • Media Ads

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PROMOTION

  • Social Media

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PROMOTION

  • Macy's Star Rewards

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