JCPenney's vision for growth is to be the preferred shopping choice for Middle America. Currently, JCPenney does business with over half of the households in America each year.  They are focused on getting more of those customers to spend more with them, in addition to going after the other half of America.  To do this, they are executing a strategic Long-Range Plan which consists of four integrated strategies aimed at building a deeper, more enduring relationship with our customers, increasing the engagement and retention of our Associates, and delivering industry leading financial performance to their shareholders.  Led by a highly respected and experienced management team with substantial expertise across their divisions and functions, their Long-Range Plan focuses on compelling business strategies that position JCPenney to deliver both top and bottom-line growth to achieve best-in-class financial metrics.

Their strategies include:

Customers:

Develop an emotional connection with their customers that is strong and enduring.

•  “Know their customer” – Be the leader in understanding their current and potential new customers.
•  “Communicate with their customer” – Effectively communicate why they are their best shopping choice.
•  “Serve their customer” – Deliver an easy, enjoyable and exciting shopping experience that meets or exceeds their customers' expectations every time.

Merchandise:

Inspire their customers with their merchandise and services:

•  Be the leading retailer in delivering style and quality at smart prices.
• Improve merchandise relevancy by offering the “right products” at the “right place,” at the “right time", in the “right quantities” and at the “right price.”

Associates:

Become the preferred choice for a retail career:

• Build a WINNING TOGETHER culture – a meaningful, challenging and exciting place to work.
• Retain, attract and develop the best people in retail, reflecting the diversity of their customers.

Performance:

Establish JCPenney as the growth leader in the retail industry:

• Optimize growth in their core business, balancing sales, productivity, profitability and return on investment.
• Execute new growth opportunities that leverage core strengths.

Here is a brief history of JCPenny:

• 2008

• JCPenney launches American Living, the largest brand launch in Company history.

  2007

• JCPenney launches its new “Every Day Matters” brand positioning.
• JCPenney announces 2007-2011 Long Range Plan.
• JCPenney opens 50 stores in one year.

  2006

• The launch of JCPenney's private brand a.n.a marks the shortest cycle time the time it takes to come up with an idea or trend in response to customer behavior to when it hits the selling floor in the Company's history.
• JCPenney launches the “JCPenney Experience”–- the largest branding campaign in the Company's history, featuring a 15,000-square-foot virtual “pop-up” store in Times Square in New York City.
• JCPenney announces its partnership with SEPHORA.
• Hosted by Dr. Phil and Robin McGraw and music-directed by David Foster, “The JCPenney JAM…The Concert for America's Kids” airs as a one-hour special on the CBS Television Network, marking largest project ever undertaken in America to raise awareness about the need for access to quality afterschool programs.

  2005

• jcp.com surpasses $1 billion in sales.
• JCPenney establishes its WINNING TOGETHER company philosophy, which includes eight fundamental principles: associates, integrity, performance, recognition, teamwork, quality, innovation and community.

  2004

• Myron (Mike) Ullman III joins JCPenney as the Company's ninth chairman and chief executive officer.

  2001

• JCPenney establishes the JCPenney Afterschool Fund, a charitable organization committed to providing access to safe and enriching afterschool programs for America's underserved youth.