GAP Marketing Analysis

Essay by s007kunalUniversity, Master'sA-, April 2010

download word file, 20 pages 0.0

Kevin Lee MG6073 - Marketing

Kunal Shah 12/12/2009


Table of Contents

3Executive Summary �

3Company Background & History �

4Corporate Structure �

5Market Segmentation Strategy �

6Current Marketing Situation �

6SWOT Analysis �

7Porters 5-Force Analysis �

7The 4 P's (Product, Price, Place, Promotion) �

8Brand Strength and Power �

9Competitors �

10International Presence �

10Technology Used at Gap �

12Finances �

14Trend Analysis �

14Future of Gap �

16Bibliography/Works Cited �



Executive Summary

Gap Incorporated is one of the largest clothing retailer chains in the world. Specializing in American fashion, they operate 5 distinct brands with thousands of retail stores across the world. Gap has had a long history of providing trendy American fashion at relatively affordable prices. However, Gap has fallen on hard times in the past decade with lackluster products, poor designs, and depressed sales.

As a result, Gap has lost some of its prominence and power in the retail clothing market to other international competitors. It is necessary for Gap to revitalize their product line and company in order to fend off competition both domestically in North America and abroad. In recent years, Gap has begun the process of rejuvenating their company with new product and marketing strategies. With this, Gap has started their long journey to restore some of the luster the Gap brand has lost.

Company Background & History

The Gap, Inc. is a leading American accessories and clothing retailer founded in San Francisco in 1969. It was founded by Donald G. Fisher and his wife Doris F. Fisher. The company has five primary brands: the Gap, Banana Republic, Old Navy, Piperlime and recently launched Athleta. It has approximately 3,100 stores and employs more than...