Nicole Franz Julie Papagni Matt Rodger

History Rowland H. Macy started R.H. Macy and Company in Adopted Red Star Moved New York City location due to outgrowing it’s current space. Went public in 1922 Thanksgiving Day Parade Federated acquired R.H. Macy and Company. Currently more than 800 stores nationwide.

Mission Statement “Federated is a company eager to embrace change, one that seeks and pursues new ideas, and that leads the way in a crowded retail field. We are committed to becoming even more aggressive and creative in identifying and servicing the needs of our fashion-oriented target customers.” Terry J Lundgren Chairman/CEO & President

Target Market years old Fashion forward men and women Middle class ($30,000-$60,000) Moderate to Better apparel

Marketing Mix Products –Home –Bed and Bath –Apparel (Women, Men, Juniors, and Kids/Infants) –Shoes –Beauty –Jewelry/Accessories Price ―Low to moderate pricing ―Sales weekly

Marketing mix cont. Place –Stand Alone –Anchor Stores –Central Business District

Promotion World Wide Website Catalogs/ Catalogs online Macy’s Red Star Program (Elite, Platinum, Gold, and Red)

Customer Service Macy’s strives to provide OUTSTANDING customer service. Encourage customer service feedback on website. Employees performance is evaluated on customer service.

Strengths & Weaknesses Strengths: Brand Recognition Macy’s Thanksgiving Day Parade 34 th St Good customer service Weaknesses: Positioning

Opportunities & Threats Opportunities: Move up to the top tier Threats: Bottom and Top

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