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J. C. Penney Company, Inc. Message Board

  • retailexecutive retailexecutive Aug 20, 2013 10:51 AM Flag

    JCP to be or not to be ?

    That is the question. The bet here is not about if they can generate a sales gain over last years disaster but rather if they can find a group of customers to appeal to and who will support them with a top three mind share awareness. No doubt the store planning department has done a pretty good job in the remodel prototype . The adverising has a good look but way too many percentage off discounts. These type of ads only point out that the buying division really does not buy into a solid promotional message. The store is better, the merchandise is somewhat better and somewhat worse in some areas. No more than a c- grade. Yet wait ! C- is far better than anyone really expected for a company that has been through what they have during the "RJ ERA ". Can the current team take the core of this transition model and build on it ? Clearly the street is willing to give the stock a lift without any real results. What would happen if they were to generate a 3% comp from these levels ? Well some would herhald a real turnaround and the stock would bounce for real. Yet it would not be enough to solve the real problem of delivering a profit. I hope yu sold on this rally.

    The company can make it but believe me they were farther ahead before the Ackman? Johnson era arrived. I am afraid the company is going away. This hurts me to say it. I knew a lot of great JCP executives and worked with and for them in other companies. They were very solid. The company had a great training program that does not exist in any retailer on a formal basis today. A once great company. I wish them the best. I am no longer short but if I invest either way it would be back to the short side.
    To be or not to be ? That really is not a question in my mind. Sorry.

    Sentiment: Sell

 
JCP
7.50+0.24(+3.31%)Apr 17 4:01 PMEDT

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