Senior Capstone Project
Strategic Growth Recommendations
for Ross Stores, Inc.
Team Members: Libby Brouillette, Jenna Walker, Chloe Sampson, Isabella Schei
Role: Strategy Development, Market Research, Branding & Positioning, Presentation Design
Date Completed: Spring 2025
Project
Overview
As part of our Senior Capstone course, our team developed a comprehensive five-year strategic growth plan for Ross Stores, Inc. The objective was to create an innovative and actionable strategy to achieve a projected 46.9% sales growth over five years (8% CAGR), positioning Ross to expand its market share and brand relevance in a dynamic retail landscape.
My
Contributions:
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Drove the development of Ross Reserve’s brand identity, positioning, and value proposition.
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Led creation of key strategic frameworks, including SWOT/TOWS analyses, Ansoff Matrix, and the Blue Ocean Strategy Canvas.
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Designed high-impact visuals and storytelling for the final presentation delivered to faculty and industry professionals.
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Led customer segmentation research and psychographic profiling to define the target market.
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Collaborated on financial forecasting, KPI development, and an agile implementation roadmap to ensure feasibility and scalability.
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Challenge
Identified
Ross faced key business challenges:
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Limited e-commerce presence restricting growth and customer data insights.
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Vulnerability to external factors like weather-related sales disruptions.
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Inconsistent product availability under their “treasure hunt” model impacting customer loyalty.
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These challenges prompted our team to propose a strategic initiative addressing revenue diversification and brand elevation.
Strategic
Solution
Launch Ross Reserve
We proposed Ross Reserve (later changed to Morris Collective), a higher-quality, sustainable sub-brand targeting higher-income, style-conscious, and sustainability-minded consumers.
Key Features of Ross Reserve:
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Curated, premium, and sustainably sourced product assortments.
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Elevated in-store and digital experiences with minimalist design aesthetics.
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Accessible-luxury pricing model (20-40% higher than core Ross products).
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Rollout of a tiered loyalty program (Ross Rewards+) to drive retention and cross-shopping.
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Partnerships with ethical vendors and third-party ESG reporting.
DATA
IGHLIGHTS
H
This section showcases the research and analytical frameworks that informed our strategic recommendations for Ross Stores, Inc. Using tools like SWOT, TOWS, Ansoff Matrix, and Blue Ocean Strategy, we identified key growth opportunities, market trends, and operational challenges. These insights laid the foundation for a data-driven, actionable five-year growth plan.
01.
Blue Ocean Strategy
Ross Reserve
New Value Curve (Subscription-Based Service for Rewards):
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Differentiates Ross by offering a customer-centric subscription service.
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Includes multiple tiers, trial periods, and personalized offers.
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Breaks away from price-based competition by adding experimental value to the customer journey.
New Value Curve (AI Personalized Shopping):
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Introduces AI and machine learning for curated product recommendations.
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Provides real-time personalized discounts and promotions.
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Creates a differentiated experience in a saturated off-price market.
Four Actions Framework (Eliminate-Reduce-Raise-Create):
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Eliminate: Overreliance on in-store promotions & inventory, complex return policies.
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Reduce: Operational costs in physical stores, breadth of product assortment.
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Raise: Sustainability efforts, ethical sourcing, loyalty programs.
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Create: E-commerce capabilities, pop-up stores, exclusive luxury product lines, personalized shopping via AI.
Current vs. Future Strategy Canvas:
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Highlights Ross’ current gaps in e-commerce, sustainability, and exclusivity compared to TJX, Burlington, and Nordstrom.
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Illustrates how Ross Reserve fills these gaps for aspirational, eco-conscious consumers.
SWOT ANALYSIS
​The SWOT analysis highlights Ross’ strong off-price retail model and financial stability while addressing challenges in e-commerce and supply chains, identifying global expansion and digital growth as key opportunities amid rising competition.
02.
SWOT/TOWS
Analysis
Ross Reserve
TOWS MATRIX
The TOWS matrix translates SWOT insights into actionable strategies, leveraging strengths for online and recession-driven growth, while mitigating weaknesses through improved inventory management and supply chain resilience.
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03.
Ansoff
Matrix
Ross Reserve
Implementation
Plan
The implementation plan outlines a phased approach to execute Ross Reserve’s strategic initiatives effectively. Key steps include launching a subscription-based rewards program (Ross Rewards+), enhancing e-commerce capabilities with AI-driven personalization, and piloting luxury inventory sections to target higher-income demographics. A timeline spanning 18–24 months prioritizes quick wins like loyalty program rollouts while allowing sufficient time for infrastructure upgrades and staff training. Success metrics include increased customer retention, higher online sales, and improved supply chain efficiency to ensure long-term profitability and market differentiation.
Yearly Breakdown
Implementation Plan:
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Year 1: Launch 5 pilot stores in key urban markets (LA, NYC, Miami).
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Year 2: Secure premium vendor relationships and ethical supply chains.
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Year 3: Expand to 25 locations nationally.
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Year 4: Introduce Ross Rewards+, a tiered loyalty program.
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Year 5: Publish Ross Reserve Responsibility Report showcasing ESG impact.
Outcomes &
Impact
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Customer Engagement: Increased loyalty and retention through the launch of Ross Rewards+, offering personalized rewards and exclusive experiences.
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Digital Transformation: Enhanced e-commerce platform with AI personalization expanded Ross’ reach to online and younger demographics.
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Revenue Growth: New revenue streams from subscription services and luxury inventory attracted higher-income households.
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Market Differentiation: Positioned Ross as an innovator in the off-price market by moving beyond price-based competition with experiential and digital offerings.
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Operational Efficiency: Improved inventory management and supply chain resilience reduced risk from external disruptions.
Highlights
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Projected 5-Year Revenue: $645 million from Ross Reserve alone.
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Strengthened Ross’ position in the accessible luxury market.
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Positioned Ross as a forward-thinking retailer meeting evolving consumer demands for sustainability and exclusivity.
LEARNING
UTCOMES
O
This project gave me valuable experience in applying strategic frameworks like SWOT, TOWS, Ansoff Matrix, and Blue Ocean Strategy to solve real-world business challenges. I learned how to translate data-driven insights into actionable growth strategies, balancing innovation with operational feasibility. Collaborating on financial forecasting, implementation planning, and visual storytelling strengthened my ability to approach complex retail challenges with both analytical rigor and creative vision.