SWOT analysis. Macy’s Inc. strengths - internal strategic factors

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SWOT analysis
Macy’s Inc. management can use SWOT analysis to conduct a situational analysis of the organization. When effectively used, the tool can help Macy’s Inc. management to determine and understand the existing strengths, weaknesses, opportunities, and threats the company is facing in the current business environment. Further, the analysis can help the management to build on what they do well, minimize chances of failure by understanding what the organization is lacking, and eliminating risks that would otherwise catch the firm unawares.
Overview of Macy’s Inc.
           Macy’s Inc. is an American department store operating under the brands Bloomingdale and Bluemercury. It was established in 1858 by Rowland Hussey Macy as a small dry goods store in downtown New York. It sells a variety of merchandise such as consumer goods, cosmetics, jewelry, and footwear through its stores, online, and mobile phone platforms. Currently, Macy’s is one of the leading omnichannel retail operating in over 800 department and specialty stores (Paić, 5). With a large number of retail stores, robust e-commerce business, and productive mobile experience, Macy’s Inc. offers its customers a unique way to shop anytime through any channel. 
Macy’s Inc. strengths - internal strategic factors
           As a leading omnichannel, Macy’s Inc. has much strength that has enabled it to flourish in the marketplace. First, Macy’s has a strong brand awareness- that linked to its quality service. The organization has been able to reach a large customer base through its main three retail stores; Macy’s, Bluemercury, and Bloomingdale. Macy’s has been the most iconic brand for the organization that has not only been established as a retailer but also a symbol of American culture. Second, the firm has excellent customer relationship management that helps to achieve high level of customer satisfaction. In this respect, the organization has developed a considerable customer base that follows the firm's trends and gives feedback.
           Also, the organization has a remarkable product portfolio full of strong brands that range from jewelry, clothing, home furnishings, apparel, and accessories. Each product has unique characteristics that help satisfy specific consumer needs and provide better value. Macy’s ability to develop new products has also helped the organization to generate better returns on capital expenditure. Similarly, Macy's robust cash flow that allows it to invest in new products. In 2016, for example, the organization recorded sales of $25.778 billion as compared to...