The Brand Foundation of Tj Maxx

In: Business and Management

Submitted By Niesha2385
Words 834
Pages 4
Janiesha Simpkins
Fundamentals of Marketing
Kristen Hanlon
2 Sept. 2011

The Brand Foundation of TJ Maxx

The brand vision of TJ Maxx is very prosperous. According to research studies, TJ Maxx is convinced that its strong top-and bottom-line performance will continue. Its vast sourcing universe affords them enormous flexibility to react quickly to market trends and consumer preferences. In the 34 years that TJ Maxx has been in business, year after year, their great flexibility, particularly for a company their size, has enabled them to succeed through various economic and business cycles. Their off-price mission is to deliver a rapidly changing assortment of fashionable, quality, brand-name merchandise at prices that are 20-60 percent less than department and specialty prices everyday.

You may ask what is TJ Maxx’s brand definition--how do they make their money? First, let me say that TJ Maxx is the largest leading off-price retailer of apparel and home fashions in the world, ranking 119 in the most recent Fortune 500 listings. The company’s source merchandise globally from over 14,000 vendors in more than 60 countries and operate more like a sourcing machine than most retailers. Their financial strength gives them the strong foundation and flexibility to grow their business and simultaneously return value to shareholders. The elements of flexibility has been at the root of their consistent successful performance. They take an evolutionary, not a revolutionary approach. They seek clear visibility into expected financial returns before investing significantly or accelerate growth. http://www.tjx.com/about.asp

The brand position of The TJX Companies, Inc. is to be a global, off-price value company. With the 34 years of experience under their belt, it has shown that the company can successfully expand the off-price concept throughout the…...

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