Macy's Day Parade Swot Analysis

Macy’s has celebrated its 90th anniversary of the Macy’s thanksgiving day parade.It has been apart of Macy’s since 1924 when they first started it. The product demand life cycle, the marketing mix, and the supply chain of this service or event can be applied to the Macy’s day parade. The SWOT analysis, Boston Consulting Group matrix, the fixed cost, the business to business and business to customer can also be applied to Macy’s. Therefore, Macy’s day parade can be applied to the life cycle, BCG matrix, business to business and business to customer, SWOT, and the marketing mix.

The product demand life cycle is the average sequence of a product in the market. The average sequence is in four stages. Introduction stage, growth stage, maturity

The introduction stage is the development of the product/service and when it was first held, Macy’s thanksgiving parade started with some Macy’s immigrant workers and developed from there. “Macy estimated that over 250,000 lined the route to cheer on the first parade, which was deemed to be huge success” (Rivers, 2016) Although in its first stage it seemed very popular among the customers. The second stage, growth, had Macy’s trying their best to have more customers see the spectacular show and the years to come. They have been “promoting it through radio in 1932 and televised in 1946 “You had to use your imagination when the first broadcasts of the parade took place in 1932; they were on the radio. The parade was first televised in 1946 in New York and then nationally on NBC the next year.” (Leopold, 2015) The maturity stage which is where the parade is still, would be how they are making money from money would be their floats. We see these amazing floats each year and although they have never said how much they would cost it is estimated ‘ a float can cost between $30,000 to $100,000 to

For Macy’s, this analysis provides the information of the future of the company. Macy’s strengths include the brand equity of their stores. “Bloomingdale's offers upscale merchandise from fashion labels such as Armani, Burberry, Chanel, Christian Dior, Jimmy Choo, and Prada. Its positioning as a store for the newest looks and hottest styles from fashion trendsetters attracts high-net-worth consumers who are brand-loyal and can spend more.” (Singh, 2012) Their weaknesses would be their net profits, ‘Macy's compounded annual revenue growth rate over the last three years prior to October 2011 is only 0.5%, which is pretty low given the nature of its business.’(Singh, 2012) A opportunity that Macy’s has is online stores. “Last quarter, Macy's Internet business grew 40%. It even launched a mobile application for the iPhone recently. It can further develop its online platform to generate more revenue.” (Singh, 2012) Lastly, their threats include intense competition. Walmart and Costco have the upper hand on discounts and pricing making Macy’s look like a little department