Originally called Golden Rule, JCPenney (NYSE: JCP) is a chain of department stores. It is one of America's leading retailers and has one of the nations biggest general merchandise catalogs. JCPenney is headquartered in Plano, Texas. Golden Rule began in 1902 by James Cash Penney in Kemmerer Wyoming as a general store. In 1914 Penney expanded his business into Utah and the name Golden Rule was phased out for J. C. Penney Company.
JCPenney's vision for growth is "to be America’s shopping destination for discovering great styles at compelling prices," according to their Long Range Plan Fact Sheet. Their competitive advantage over other big box retailers is customer service. More specifically, JCPenney wants to retain, develop and attract the best talent in retailing by becoming the preferred choice for a retail career.
In addition to its website and catalog, JCPenney offers several services within their stores, including: SEPHORA Inside JCPenney, JCPenney Salon, Custom Decorating, JCPenney Portraits, JCPenney Wedding and Gift Registry and JCPenney Optical. Although, quality services at affordable prices set JCPenney apart from its competitors, they continue to offer coupons to their valued customers.