DIS!1/2 D1 Marshall Field’s Becomes Macy’s: Understanding Retail Brand
When preparing for your discussion post on this case, it is recommen
D1 Marshall Field’s Becomes Macy’s: Understanding Retail Brand
When preparing for your discussion post on this case, it is recommended that you read through it several times.
Read through it the first time to familiarize yourself with the prompt.
On the second reading, consider your assigned role in the situation, and let that guide your perspective.
Look deeper at the details: facts, problems, organizational goals, objectives, policies, strategies.
Next, consider the concepts, theories, tools and research you need to use to address the issues presented.
Then, complete any research, analysis, calculations, or graphing to support your decisions and make recommendations.
In 2005, Marshall Field’s department stores officially became a part of the Macy’s chain. With the new acquisition came the task of rebranding the Marshall Field’s stores into the Macy’s family. Some critics did not accept this transition gracefully. This case study focuses on the elements of a retail brand and the challenges to rebranding an established institution.
You are the part of a marketing team that has been tasked with rebranding its company’s stores. The CEO explained to your team that he does not want their rebranding experience to mirror the issues faced by Macy’s. Read the Case Study Marshall Field’s Becomes Macy’s: Understanding Retail Brand
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and review the module resources. Answer the following questions and make sure to support your answers with relevant scholarly resources.
In the discussion forum, answer the following:
Analyze customer motivation and behavior in response to the rebranding of Marshall Field’s.
Which rebranding strategies would be most effective for any company to use to avoid the same response that Macy’s received during their transition?
In response to your peers, assume you are the CEO of the Company. Are their proposed rebranding strategies appropriate to avoid resistance from critics during the transition? Why or why not?
Support your answers using relevant, scholarly resources and citations in APA format.
Responses should comprise 200-600 words.
Lavin, M. (2009). Marshall Field’s Becomes Macy’s: Understanding retail brand
(Links to an external site.)
. International Journal of Retail and Distribution Management, 37 (11). 993-1007.
Consult the Discussion Posting Guide for information about writing your discussion posts. It is recommended that you write your post in a document first. Check your work and correct any spelling or grammatical errors. When you are ready to make your initial post, click on the “Reply”. Then copy/paste the text into the message field, and click “Post Reply.”
To respond to a peer, click “Reply” beneath her or his post and continue as with an initial post.
This discussion will be graded using the discussion board rubric. Please review this rubric, located on the Rubrics page within the Start Here module of the course, prior to beginning your work to ensure your participation meets the criteria in place for this discussion. All discussions combined are worth 20% of your final course grade.