What is Macy’s generic strategy (low cost, differentiation, broad, focused)? How well is this strategy working for Macy’s? What would a SWOT analysis reveal?

What is Macy’s generic strategy (low cost, differentiation, broad, focused)? How well is this strategy working for Macy’s? What would a SWOT analysis reveal?
What is your assessment of Macy’s financial performance over the 2017 – 2019 period? (Use the financial ratios in the Appendix of the text as a guide in doing your financial analysis.)
How have Macy’s strategic choices strengthened or weakened its competitive position in the retail industry?
What strategic issues confront Macy’s in 2020? What market or internal circumstances should most concern CEO Jeff Gennette and his company’s senior leadership team?
What recommendations would you make to Gennette to address the strategic issues confronting Macy’s in 2020?