I disagree. With Bill out of the way and that Apple bozo gone, the company is more likely to come back. They have proper retail people in charge now.
When was the last time you walked through ten JCP stores checking out the store traffic and comparing it to other "back to school" shopping centers? They lost their way, high prices and stores are a cluster-cluck, aisles packed with garbage leading the customer to have their own Ninja Warrior Obstacle Course to navigate through unopened boxes because of no help and stores running a skeleton crew to opperate them. You can't sell product if it's in boxes, it makes a horrible shopping experience along with insulting the mothers who decided to head to Target, TJ Max and Ross or drive to a nice Outlet Center which were "Filled up these last two Weeks as all nationalities are looking through stores like ZUMZ, UA, and my favorite from my preppy days IZOD! Did you wear those IZOD Shirts in College as a preppy? I wanted to be a Retail Analysts as a kid, now just a old man! Please be safe on this stock, I hope we both make money. The driving force on Friday was Willy and I was long from $12.63 to $12.97 when it went into bizarro mode, so take care! I observed they missed the Back to School sales because they don't care how their stores are run. I watched this happen with Orchard OSH Hardware as they kept inventory so low, no product at the store on fast sellers leaving their tiny crew to fill in other product that did not sell in the same place. People went to Home Depot or my favorite Farm Supply in San Luis Obispo.
I haven't done my homework enough on this yet. But at least they are moving in the right direction. The company has a brand name, has a strong supply base, and anchor stores in thousands of malls. If they solve this management issue, then the management can solve the shopping issue. Buyers are fickle. So this year they shop at Kohls. Next year they will shop at JCPenny if the company get's it's act together. With the announcements today, it's more likely that they can. Unless you are saying, there won't be a next year... edit: I just did a quick search. 2012 company did 17Bn in revs; 2013: 13Bn. with ebitda of 1Bn, -500mm. If they can fall 25%, they can rally 25% fast as there's no switching cost.
You misread my post, I am first a day-trader and that's been my bread since the ability to use Select Net to hit Market Makers who got pissed off we were making as they called it "A Chinese Market" by jumping in front of them with (Island). I don't want to see JCP go BK, I have to go to were the price movement is daily, JCP has had some good ranges to make $.6 to $1.20 intra-day on the Short Side and Long Side. I hope they remain in business, I was sad when I was Shorting Osh, I warned all the holders on Yahoo that "Eddy Lampart" was selling his stock every day without let up. I tried to help them telling them to get out when the stock went to $4.00 from $1.65 over a week period. I do not like to see anyone lose money, I day-trade first, swing-trade second and if I love a stock like (KR, TJX, ROST,PPC, SAFM, HBI, SKX, FXCM and FENG, DANG, BAC, SALE, BLOX) I hold for a longer horizon. JC Penny's needs to tap the Hispanic Market where I live, they would make a killing if their price point was cheaper, instead TJ-Max and ROSS are killing them!
http://seekingalpha.com/article/1440621-j-c-penney-liquidation-value-far-lower-than-bulls-thought would say they are close to book here, but doesn't mean it can't go lower. Have been watching this closely would look for a break of the lows here into earnings, then maybe scoop it closer to 10 just my .02