1. Nicole Franz Julie Papagni Matt Rodger

2. History Rowland H. Macy started R.H. Macy and Company in 1858. 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.

3. 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

4. Target Market 13-70 years old Fashion forward men and women Middle class ($30,000-$60,000) Moderate to Better apparel

5. 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

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

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

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

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

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

11. References http://www.foodbanknega.org/Macys- with%20red%20star.jpghttp://www.foodbanknega.org/Macys- with%20red%20star.jpg http://en.wikipedia.org/wiki/Macy's http://www.federated-fds.com/company/his_macys.asp