JC Penney – Strategic Leadership

We are going to analyse JC Penney, one the largest American retailers with revenues of 17,260 million US$ and ranked 153 in the list of Fortune 500. This firm had negative economic indicators in 2011, for that reason it changed of CEO . The new CEO Mr. Johnson took controversial measures which are detailed in the article of Business week JC Penney CEO tries to change the way we shop. Please read the article JC Penney CEO tries to change the way we shop, You can review additional information from business journals as Businessweek, Fortune, Forbes, CNN Money or other credible source from internet. Please prepare a document where you answer the following questions:
No history or background of the company required

Determine resources, capabilities and core competencies of JCP.
Which is its business – level strategy? Explain.
Use the value – chain analysis to determine the parts of JCP’s operations that create value and those that do not.
Which are the core competences JCP lacks in order to perform successfully the strategy?