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In a one-two page paper (double-spaced and size 12 font) answer the following questions:
For this assignment, consider Dillard’s Department Stores (www.dillards.com) and Macy’s (www.macys.com).
What are the mission statements of each?
How are they similar?
How are they different?
What is the positioning strategy of each?
How are they similar?
How are they different?
Expert Answer
Answer
| Sl No | Dillard’s Department Stores | Macy’s |
| 1. | mission statements | |
| The Company focuses on delivering maximum fashion and value to its shoppers by offering compelling apparel and home selections complemented by exceptional customer care | “Our mission is to be a retailer with the ability to see opportunity on the horizon and have a clear path for capitalizing on it. To do so, we are moving faster than ever before, employing more technology and concentrating our resources on those elements most important to our core customers. | |
| A. | similarities | |
| i | Both are missioning to be best retail chans world wide | |
| ii | Bothe are missiong to expand with internal employees and investors and external customer satisfaction | |
| B. | difference | |
| i | Dillard’s, Inc. ranks among the nation’s largest fashion retailers, with annual sales exceeding $6.2 billion. The Company focuses on delivering style, service and value to its shoppers by offering compelling apparel, cosmetics and home selections complemented by exceptional customer care | Macy’s, Inc., is one of the nation’s premier retailers. With fiscal 2016 sales of $25.778 billion and approximately 140,000 employees, the company operates more than 700 department stores under the nameplates Macy’s and Bloomingdale’s, and approximately 125 specialty stores that include Bloomingdale’s The Outlet, Bluemercury and Macy’s Backstage. Macy’s, Inc. operates stores in 45 states, the District of Columbia, Guam and Puerto Rico, as well as macys.com, bloomingdales. com and bluemercury.com. |
| ii | Dillard’s stores offer a broad selection of merchandise and feature products from both national and exclusive brand sources. The Company operates 268 Dillard’s locations and 25 clearance centers spanning 29 states, plus an internet store at www.dillards.com. | Macy’s, Inc. is a premier omnichannel retailer with iconic brands that serve customers through outstanding stores, dynamic online sites and mobile apps. Both Macy’s and Bloomingdale’s are known worldwide, and each has its own unique identity and customer focus. Bluemercury is widely recognized as the nation’s largest and fastest-growing luxury beauty products and spa retail chain. |
| 2. | positioning strategy | |
| The Company focuses on delivering style, service and value to its shoppers by offering compelling apparel, cosmetics and home selections complemented by exceptional customer care. Dillard’s stores offer a broad selection of merchandise and feature products from both national and exclusive brand sources. The Company operates 268 Dillard’s locations and 25 clearance centers spanning 29 states, plus an internet store at www.dillards.com. | Macy’s, Inc. is a premier omnichannel retailer with iconic brands that serve customers through outstanding stores, dynamic online sites and mobile apps. Both Macy’s and Bloomingdale’s are known worldwide, and each has its own unique identity and customer focus. Bluemercury is widely recognized as the nation’s largest and fastest-growing luxury beauty products and spa retail chain. | |
| A. | similarities | |
| i | Both are the fashion and appereal retail chains targeting Merchandising and consumer goods. | |
| ii | Both stores have suffered within the past couple of years due to a decrease in consumer spending, so marketing strategies are a key component for both retail chains to succeed in sales and revenues. | |
| B. | difference | |
| i | Dillard’s brand names include: Cypress Links, Lawton Harbor, Oak Creek, Roundtree & Yorke and St. Durand, Bechamel, Cabernet, Copper Key, Preston & York and Westbound, Class Club, Brioso ,and Simply Comfort. Store appeal is another difference between the two retail stores | Macy’s currently has 15 private labels which include: Alfani, American Rag, Charter Club, Club Room, First Impressions, Green Dog, Hotel Collection, I-N-C International Concepts, JM Collection, John Ashford, Material London, Style & Co, Taso Elb, The Cellar, and Tools of the Trade |
| ii | Dillard’s is still conservative and plain when you walk into one of the department stores | Macy’s has recently revamped all of their stores with a new trendier design and customer friendly use |
| III | Dillard’s is trying to keep their upscale appeal. The older crowd is a majority of Dillard’s customer appeal. The store tends to be quieter, subtle and relaxing. Dillard’s also has a larger variety of luxury items which tend to be pricier when compared to Macy’s. | The younger crowd would gear more towards Macy’s as a first choice of shopping. Elements that Macy’s brought into play were minor, but important customer satisfactions such as wider fitting rooms with waiting areas, international visitor centers and a dining experience in select stores. Macy’s also integrated the self-price check throughout their stores which relieves a lot of customer service, when you have the famous, “How much is this?” question. |
