Situational Analysis

The 162 years in business of Macy’s store has made it one of the most

remarkable retail companies around the world. Its 510 stores made an impact to the

different generation of customers by offering exciting assortment, convenient service,

and affordable product price ranges.

Assortment

Macy’s items are categorized into fashion apparel, accessories, beauty, home

decorations and more (Macy’s, 2019). These categories were further divided according

to specific customers in terms of gender and age such as women, men, and kids. There

are also subcategories in terms of shoes, handbag and accessories, watches, jewelry,

home, bed and bath. There are also items that are fit for juniors, petites, and plus sizes

(Macy’s, 2021). To better serve the customers, Macy’s also introduced The Workshop

which is the company’s mechanism in expanding vendor diversity (Macy’s, 2020). The

Workshop allows different vendors to know the operations of Macy’s and how the

partnership with the retails store can benefit their organization in the long run. Different

styles and fashion sense are accommodated to ensure that customers will be satisfied

with wide level of assortment among the products sold in Macy’s. The brands

accommodated in the retail store also include brands not only coming from America, but

also from Asia and Europe.

Level of Service

Macy’s stores stayed true to its operational mission of enhancing retail store

experience. The retail store strived to upgrade its level of service by introducing omni-
channels and technology integrated in the personalized retail experience. Macy’s are

continuously repositioning its feet to a level that is enhanced by omni experiences and

ecosystem enabled by technology. The reimagination of store experience through

streamlined stores is evident on its new off-mall formats and portfolio (Macy’s, 2020).

Bickle and Shim (2022) discussed that the expected level of service of retail stores is

dependent on both market conditions and internal capabilities. To upgrade Macy’s level

of service, the retail store analyzed consumer behavior as well as their technological

literacy while also boosting their online and digital technologies (Macy’s, 2019). At

present, Macy’s store offers its products on physical stores, online stores, and mobile

application platforms

Price Orientation

The price orientation of items sold in Macy’s is determined by the scope of

brands and their relative price ranges. Since Macy’s diversified the brands

accommodated in its retail stores, customers cannot be classified into a niche of market

based on personal orientation. However, looking into the brands served by Macy’s, the

price range of items fall under the mid to high end price level. This means that

customers perceived the products offered by Macy’s to be affordable from the budget

perspective of a working individual.

 References

Bickle, M., & Shim, S. (2022). Customers’ Overall Satisfaction with Services by Retailer

Type: A Function of Individual Characteristics and Expected Ideal Levels of

Services | The Journal of Consumer Satisfaction, Dissatisfaction and

Complaining Behavior. Www.jcsdcb.com, 1(1).

https://www.jcsdcb.com/index.php/JCSDCB/article/view/591

Macy's. (2019). Macy’s Website. Macy’s, Inc. https://www.macysinc.com/brands/macys

Macy's. (2020). The Business of Fashion. The Workshop at Macy’s.

https://www.theworkshopatmacys.com/business-of-fashion

Macy's. (2021). Macy’s– Official Site. Macy’s. https://www.macys.com/