SPOTLIGHT ON…J.C. Penney Needs To Avoid Holiday Price War

In order to keep on the right track that new CEO Mike Ullman has set for J.C. Penney (NYSE:JCP), the retailer must avoid the holiday prices wars, retail experts say. Even though major retailers are expected to discount heavily this holiday season, analysts say that is not the best move for J.C. Penney. "If Ullman is forced to join the price war, he risks hurting profitability and burning cash at a faster than projected rate," Bloomberg reported. Instead, retailers such as Macy's (NYSE:M) and Kohl's Corp (NYSE:KSS) are in a better financial position to cut prices to drive traffic. Story