J.C. Penney Corporation is one of the oldest, most renowned retail companies in the United States. Over time, it has become a department store giant and a symbol of American capitalism. Along with its successes, the company has experienced some lows with most struggles occurring during this last decade. The landscape of the retail industry is undergoing a massive transformation, and other players have been reacting to these changes in a more efficient and profitable manner. J.C. Penney has attempted to keep up with these changes in the retail environment, but has failed thus far. The company has been plagued with multiple senior management changes and initiatives that have greatly misaligned its strategic decisions with its traditional competitive advantages. Following a brief company history and analysis of the current retail industry, an exploration of J.C. Penney’s recent failings is conducted. Finally, recommendations are offered to assist the company in a major turnaround.…