Final answer:
Macy's employs a differentiation strategy aimed at providing unique experiences to its customers, which also extends to a broad market approach. The success of this strategy is mixed, with a SWOT analysis highlighting Macy's robust brand and product variety as well as challenges in e-commerce and competitive pressures.
Step-by-step explanation:
Macy's generic strategy primarily focuses on differentiation, wherein it strives to offer unique products and experiences to its customers to stand out from competitors. However, given its varied customer base and range of products, it also incorporates elements of a broad market strategy.
Macy's aims to differentiate itself through diverse merchandise offerings, quality customer service, and an enhanced shopping experience through their omnichannel approach. This strategy has had mixed success for Macy's, in part due to the competitive retail landscape and changes in consumer behavior. Meanwhile, conducting a SWOT analysis for Macy's would likely show strengths in brand recognition and product variety, weaknesses would include struggles with adapting to e-commerce, opportunities could be seen in expanding online sales and in-house private labels, while threats might consist of fierce competition and shifts towards online shopping.