Executive Summary

• CEO Marvin Ellison characterized the company as having turned the corner, and as now targeting growth and profitability. The company aims to return to profitability this year and to generate EPS of $1.40–$1.55 in 2019.
• Management has simplified and clarified the company’s strategy and made an effort to get to know its emerging customer profile and give her what she wants and needs.
• Focus areas include providing her with value (in terms of utility and ease of shopping), offering a beauty solution, becoming a destination for special (i.e., plus) sizes, and enabling her to refresh her home.
• At the same time, JCPenney is working to improve its supply chain, technology, and omni-channel and in-store entertainment offerings.