More Evidence J. C. Penney (JCP) is Turning Away From Johnson's Failed Strategy and Winning

December 24, 2012 8:04 AM EST
Get Alerts JCP Hot Sheet
Price: $6.85 +2.39%

Rating Summary:
    12 Buy, 14 Hold, 8 Sell

Rating Trend: = Flat

Today's Overall Ratings:
    Up: 30 | Down: 30 | New: 23
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One of the rare bulls on J. C. Penney (NYSE: JCP) is getting more bullish.

Oppenheimer analyst Brian Nagel said continued promotions are showing evidence of success, providing momentum into the new year.

"We are increasingly optimistic that the more price promotional stance that JCPenney is now assuming will allow the chain to make the most of a challenging Holiday selling season and position it well to re-accelerate its aggressive turnaround strategy in 2013," Nagel said.

The analyst noted that the aggressive promotions at the company that began a few weeks ago - counter to Johnson's non-promotion strategy - persist. Certain older categories now appear fully cleared, the analyst said.

"A move back to more aggressive price promotions represents a clear deviation from the strict EDLP strategy initially outlined by CEO Ron Johnson," the analyst noted.
"That said, we think a hybrid promotional effort will improve cash generation and serve as a more steady traffic driver for JCP."

The firm reiterated an Outperform rating and $30 price target.

For an analyst ratings summary and ratings history on J. C. Penney click here. For more ratings news on J. C. Penney click here.

Shares of J. C. Penney closed at $19.59 yesterday.

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