• Research Paper on:
    R.H. Macy's / Case Study

    Number of Pages: 15


    Summary of the research paper:

    15 pages in length. An extensive marketing case study of the R.H. Macy's company. Included in the discussion are : Macy's history, changing strategies, several SWOT analyses, industry assessment, implementation of current marketing plan, etc; The writer is extremely subjective and also provides conclusive recommendations for Macy's future based upon the evidence presented. Bibliography lists 6 sources. An excellent resource for business and marketing majors !

    Name of Research Paper File: D0_Macycase.doc

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    Unformatted Sample Text from the Research Paper:
    one type of item. By selling an assorted variety of products, Macy created the citys first modern department store. Almost immediately, the store was a huge success with  gross sales volume surpassing one million dollars in 1870 after just twelve years of operation. Soon thereafter, Macys moved to New York Citys Herald Square re-establishing itself in an  enormous building which still houses the worlds largest department store. Like any entity with such exceptional longevity, Macys has had quite a history of strategic  change, of paramount success and more recently, of disappointing failure. During more than its first century of operation, the store did well with its reputation for style and discounted items  of quality. Macys was known as a place where one could purchase decent products at very reasonable prices. As World War II concluded, so did the nations general  affection for city life. Consequently Macys began to expand outwards into the suburbs along with the millions of urban refugees who would shop at the companys new stores. Throughout  much of the Cold War, Macys led the industry in sales per square foot, return on assets, and most importantly in profitability. It was at  the start of this centurys last decade that Macys began to change for the worse. Several years earlier, Edward Finkelstein had decided to turn the flagship Herald Square store  into a more luxurious and trendy shop whose goods bore more expensive price tags. With that stores success, Finkelstein soon became the President of Macys only to continue a  new and uncalled for strategy of high-risk. Under Finkelstein, Macys almost unneedingly persisted to change its image. Modeling all stores and pricing 

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