Case Study Analyses: The Gap, Inc.

1660 Words4 Pages

The central purpose of writing this Case Study Analyses on The Gap, Inc. is to identify and isolate key issues and their underlying implications and offer practical solutions and plans for implementing those solutions.

This will be done by highlighting the social influences that influence the Gap, Inc. marketing strategy, segmentation strategies with respect to distinct retail markets, and positioning strategies that can be used or changed in a retail setting, as requested in the course assignment (as cited in the course module).

History, Development, and Growth

In 1969, Don Fisher opened the first Gap store in direct response to frustrations he was feeling as an inconvenienced customer. His objective was to provide a classic line of clothing in a wide variety of fits and styles and make the shopping experience easy and convenient for the customer. (www.gapinc.com).

Its unprecedented growth is a direct result of meeting a niche in the clothing market, at a time when The Gap was well positioned to meet the new demands of this "business-casual" trend, introducing other chains to expand its customer base, and aggressive expansion in the global marketplace.

Today, Gap, inc. is recognized as one of the world's largest specialty retailers. It. operates four of the most well known clothing brands on the planet: Gap, Banana Republic, Old Navy, and Forth & Towne. (www.gapinc.com).

Internal Strengths and Weaknesses

The Gap was bound for success early on because the utility of its product mix (Etzel, Stanton, Walker, 2004) was perfect for a specific market segment. The Gap offered a classic line of khaki pants and cotton button-down shirts (p.200), perfect for the new "business-casual" look, and gained great bra...

... middle of paper ...

...Gap needs to take a close look at its expenses and where they are occurring. It should stop looking at expansion and concentrate on its employees and customers.

Given the facts surrounding this case and their underlying implications, the Gap could do just these few things and see dramatic improvements. It needs to regain its core market and better utilize its current resources. That will solve most of the issues defined in this particular case. Keep it simple, make it fun! It works in education, business, and life! I'm sure it would work for the Gap as well.

Resources:

Etzel, M., Stanton, W., and Walker, B. Marketing. 13th ed. McGraw-Hill, 2004.

Richardson, J. Marketing. Ed. John E. Richardson. 27th ed. Annual Edition. Iowa: McGraw-Hill, 2004.

Stone, Brad. "Back To Basics." Newsweek: Online Posting. 142 4 Aug. 2003. 36-38. 8 Oct. 2005 .

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