JC PENNEY: The great failure of North America in Chile

one of the great failures that occurred in Chile has to do with the U.S. store JC Penney.
notwithstanding that this store has a great success in the U.S., here in Chile, it was not two years on the market. in 1995 set up his first store in the Mall Alto Las Condes, which only lasted two years and after-business does not fructify, the shares were sold to "Almacenes Paris" CENCOSUD retail.

the reasons were:

The store only considered the supply of clothing, however, Chile's retail stores offer a wider range of products and services such as appliances, electronics, etc.. (similar to the format of the English Court). In addition, most of the costumes did not fit with the taste Chilean and sizes presented in the American format.

Another variable affecting was that Chilean business houses, offer credit cards themselves, however, never wanted JC Penney offer direct credit to their customers.

The JC Penney executive roster consisted exclusively of Americans, who failed to win any local partner that will support and advise on the Chilean market. During the period under review, the executive team failed to establish relationships with local suppliers and failed to respond to a market as competitive as the Chilean retailing.

Also at that time were not yet developed the public relations, as they are today. today are at the forefront of communications, so if in this time JC PENNEY be installed again in Chile, with proper management, recognized to be a success and not a flop.