Free «Macys Integrated Marketing Plan» Essay Sample

A successful business incorporates a business plan, which is composed of finances, operations and marketing strategies. Products have their own diminutive strategies crafted by season marketing professional. The brand should possess its own name marketing plan. A plan must be realistic and can be executed. Then, the plan is combined with a development plan.

R.H. Macy and company well known as Macy’s, is a subsidiary of the Federal Department Stores. The company operates under two department stores groups: Macy’s West and Macy’s East. The two groups maneuver approximately 187 stores situated in 21 states. The company aims the core class to higher priced market demand. They offer men’s, women’s, and children’s wear. In addition, they offer home furniture, accessories, houseware and furniture. Macy also upholds too direct to customer retail functions: an e-business web site known as macys.com and a mail tidy catalogue commerce termed as Macy’s by Mail.   

Operate Macy integrated company is a well-developed, established, historic and profitable commerce that is well-known as affordable and quality department store. It is an American icon, therefore, the vital objective is not only to change this image, but to enhance it to compete in the youthful market requirements. Putting the main goal into consideration, they have proposed an incorporated marketing plan advertisement that is directed to board market of young adults. By voting the alternative ways of media that seem to appeal more to younger target market, Macy’s can be placed in these customers’ evoked situation. For instance, Macy’s arrangement to utilize media outlets such as television, magazines and websites aimed to young adults and direct marketing via email. The substantial features they have set out in this preparation as an Interactive Dressing Span on the Macy’s website which will capture the attention of the technology.

Objectives

Economic crisis has stimulated the company to come with marketing objectives that will help to compete in the world market. It is necessary for the company to work with overseas markets to venture more sales to provide for the U.S. not achieving what is required. The company has indicated that in their website, they will be aggressive in their drive to stimulate wasteful actions. In some situations, this needs consistent attention of vital basic rules, for instance, to remind their affiliates to turn the light off when rooms are not in use and maximize facility outcomes and use mass transits for commuting to carry out their duties.

The company has also projected to minimize the scare resource in a correct manner. Macy will pursue the programs in the process to consume less water and electricity. The company works to change its output from paper to digital, inclusive of vital scale projects such as customer billing statements which are carried out every month. By complying with these objectives, the company will achieve a cost effective mechanism.

Macy aims at employing 360 approaches to include everybody around the company. The company advocates for substantiality with its customers, associates and their partners. It persuades its associates to support it with their ideas, power and personal initiative. It also targets at helping the communities in surrounding it to maintain its environment clean and reduce the utilization of scares resources (William and James 2011).

The company aspires to reduce the use of energy from 10% to 15%. It has already reduced the energy consumption by almost 9% over the past four years. Macy also endeavors to increase the percentage of recycled to at least 50%. In addition, it anticipates reducing the paper it uses by at least 20%.

Strategies

Peter Sachse, the Chief Executive Officer, is perusing policy to balance the local and international advertising. He peruses strategies that focus on different areas. During the winter season in Virginia, he focuses on producing winter clothes. However, when it is winter in Virginia it is not necessary winter in Florida; hence, they produce clothes according to the area of interest.

The company faces stiff competition in the market. The main competitor of the company is Nordstrom which sells the same products as Macy’s Company. This leads customers to the shops in Macy’s or the Nordstrom Company. Marcy has stimulated customers to buy from it by having sales each month and offering low prices. They sell different varieties of home goods including clothes which other stores have not had.   

Consumer Analysis

The company market is younger and hence they found it necessary in IMC plant to put into consideration this age group financial means. Macy sale promotion includes sending out coupons to Macy customers who have recently shopping online. The company plan integrates information mining into this curriculum so as to send personalized coupons to its customers stand on their recent browses. 

Macy’s has various weakness and strengths to its brand name. The company strengths include purchasing power mixture of new and old marketing goods and recognition. In order to maintain the share of the department store market, Macy’s has been aggressively venturing in distinguished shopping experience with unique, exclusive fashion brand, merchandise, breakthroughs marketing and online sites (William and James, 2011).  

Financial Projection

Macy has sucked its employees in order to meet its budget plan. It has also reduced the cost of its store at the same time. The company will then analyze the reports after reducing the cost in order to make sure the business still continues to compete in the economy. The company should employ competitive workers who are in a position to execute the company business. The financial projection employing should have knowledge in the following fields, accounting services, external reporting, tax analyzing, capital control and financial planning and analysis. With such diverse of training a person will be able to interact with all levels of management.

Workers employed in the financial department should possess the following qualities: strong analytical and communication skills, proficiency in Microsoft Word and Microsoft Excel and have a degree in accounting. The company should prepare the statement of the comprehensive income statement plus the statement of the financial position. This will enable the company to analyze the cash inflow and cash outflow at a given specified period. This helps the company to project the losses and benefits incurred for a certain period.

In recent years, Macy’s has layoff several employees due to a number of economic reasons. This company sucks 7,000 employees in month of February including 5,100 workers in stores to cut down the cost in the difficult surrounding. As a result, of economic break down the company estimated that it would reduce the cost approximately to $400 million at the beginning of the year 2010.

Situations Analysis 

The situation is analyzed according to the resources and the capital available to a company. The substantial aim of analyzing the situation is to enable the company to achieve the projected goals. Macy Company analyses its situation in accordance with the goal. Macy company perhaps analyses its objectives to make sure the company achieves its goals. In addition, Marcy analyses the company situation to make sure that the company meets the demand of its customers.