JC Penney president steps down, stocks plunge

JC Penney stocks have taken a nose dive.

The company's president stepped down after less than nine months on the job. Now analysts say they're worried about the retailer's future. 

They're citing the latest marketing strategy as a major concern.

In February, the company launched fair and square pricing. It's a campaign that advertised consistently low prices instead of periodic sales. 

The results for the first fiscal quarter were bleak.