Comparison Competitive Set:NordstromBelk

Kohl'sDillard's

Resource Based Advantages:

Macy's Day Parade- Nostalgia and Movie History (Miracle on 34^thStreet)

America's 'Hands-On' Neighborhood Department Store- 728 department store locations in the continental United States, Hawaii, Puerto Rico, and Guam, including the Herald Square flagship location in Midtown Manhattan, New York City.

Brand Exclusivity- Macy's has 20+ private brand labels. Merchandise for each private brand, available "Only at Macy's," is developed to appeal to a certain customer lifestyle and is supported with marketing programs that make precisely defined image. Macy's also develops private label goods to meet specific customer needs and to fill gaps in the assortment.

Perfect Customer:Macy's Perfect Customer, mirrors what it has been for many years - early middle age (30's-40's), female, middle class shopper with disposable income who demands quality products, innovative and trendy assortment, and easy access to physical stores...all at reasonable prices.

Lives within 8 miles of a store

Has Children under the age of 18

Is active on Instagram

Resides in Zip Codes that are above average income areas

1.How and why would you structure Macy's given the information above? How and why would you coordinate the activities of each group?

CORE:

ADVICE GIVERS:

POLICY MAKERS:

2.what the Mission statement should be for that company given the resource-based advantages listed above? How would you respond and how would you explain why this was a good mission statement for the company.

MISSION STATEMENT:

ANALYSIS:

3.Assuming that Macy's really believes in their resource-based advantages, list two statements you would like to see applied to each value driver (be thoughtful) and a realistic metric to measure each statement. Briefly explain why these statements and metrics are effective.

Macy's Day Parade:

America's 'Hands-On' Neighborhood Department Store:

Brand Exclusivity:

4.I would bet that in reality you think I have it all wrong with the 3 Resource-Based advantages I listed above. Using your knowledge of the market and the business, please list and briefly explain ONE separate resource or capability that you believe is a potential competitive advantage (Can be an existing one I have listed above or one that they could logically develop given who they are). Then evaluate it using the FULL (all elements explained) Resource-Based Analysis (RBA) or (VRIN/VRIO), explaining your reasons (it must make it all the way through the criteria and constitute a true competitive advantage). Use bullets and carefully explain why each meets the criteria.

Competitive Advantage:

RBA or VRIN/VRIO Analysis: