Gap Marketing Strategy Plan

3251 words 14 pages
Show More
Strategy Brief (Part I)
April 3, 2007

GOALS AND OBJECTIVES

The retail landscape has changed dramatically since the Gap's emergence as a powerhouse several decades ago. As the company has grown to become one of the giants of its industry, new challenges, including a more complex market and a more competitive landscape, have arisen that threaten to unseat the Gap from its casual-wear throne. Compounding the problem, the company has responded to this new competition by trying to change its brand identity, leaving its consumers confused and frustrated. Due to these internal and external pressures, the Gap is facing a decline in sales and revenue.

For the Gap to thrive, it must respond to the new retail landscape and its new …show more content…

All the Gap must do is get a greater share of the money already being spent.

At the heart of the issue is the fact that the Gap is in a fight for a declining share of the clothing dollar. This is due to a combination of what consumers are asked to spend combined with what they are willing to spend. The Gap must communicate to its customers that the value of the product is worth the price.

Consumer/Customer Analysis

The Gap's target consumers are middle market families (especially due to the proliferation of babyGap, Gap Kids, etc.). Due to its strong shopping mall presence and its "safe" image, the target skews suburban and is decidedly not fashion forward. This target has selected the Gap as the destination for comfort and safe fashion.

The Gap has, instead, been responding to retail trends and has confused its target by trying to appeal to on-trend shoppers. By producing clothes with trendy details that appear nonsensical on the basic style of the product, such as khaki pants with silver rhinestone trim, and through a communications strategy that has focused on incorporating celebrities that do not align with the brand, the Gap has left its original target confused. Meanwhile, the on-trend shoppers the company is now courting have already established brand affinity elsewhere, and see the Gap's "me-too" positioning as

Related

  • ACCA P5 Interim Assessment
    5854 words | 24 pages

    The functions of management include the requirement to formulate and implement plans and to monitor and control actual performance. Planning and control systems, at an operational and a strategic level, depend on information. Feedback and feedforward systems of control are based on the provision of information for management to….

    Show More
  • What's Up with Pasta
    1687 words | 7 pages

    rice or potatoes. “. For the non-consumers questions could be “Why do you choose rice/potatoes instead of pasta”, ”Which pasta products are you missing in the shop” etc. We believe the quantitative and qualitative output of this extensive research plan, by identifying the two interesting segments and dwell into their motivations behind their choice, would form an excellent base for developing an effective….

    Show More
  • Balance Scorecard of Ford Motors
    1090 words | 5 pages

    mission and strategy into objectives and measure into four different perspectives. Benchmarking is the second most attractive option but its focus only externally and it is just a catch up exercise. The goal to become a market leader is not achieved by following the practice of others i.e. General motors. Dashboard is also attractive option but it is not comprehensive tool but just to support the Balance Scorecard. 5. Application of Balance Scorecard: 6.8 Performance Gap of Ford Motors:….

    Show More
  • Le Chateau Analysis
    1958 words | 8 pages

    Table of Contents 1. Introduction 1 2. Company’s Current Strategy 1 2.1. Vision 1 2.2. Mission 1 2.3. Objectives 1 2.4. Corporate level strategy 1 2.5. Business level strategy 1 3. Evaluation of Current Strategy Performance 2 3.1. Competitive performance 2 3.2. Financial performance 2 4. External Analysis 3 4.1. General external environment 3 4.2. Industry situation analysis 4 4.2.1. Industry structure 4 4.2.2. Industry directions and trends 4 4.3.….

    Show More
  • Final Strategic Plan
    5687 words | 23 pages

    Final Strategic Plan Janette Cruz HCS 589 Gina Drake September 29, 2014 Final Strategic Plan There is a need to assist VA Hospitals around the nation. There has been a huge backlash from President Obama regarding the operations of the VA Hospitals. There have been several instances where veterans have died while waiting for their appointments at VA Hospitals. Also, public opinion regarding the operations of VA Hospitals and how useful they really are to veterans are being called into question….

    Show More
  • Abercrombie and Fitch - External Analysis and Internal Analysis
    3268 words | 14 pages

    Alternative Assessment for 2BSO601 BUSINESS STRATEGY INTRODUCTION Abercrombie & Fitch is an American fashion retailing company headed by president and CEO Michael Jeffries. Abercrombie & Fitch brand focuses on offering apparel that reflected the youthful lifestyle for a target audience, which was college students, designed to encourage teamwork and creativity On February 2007, A&F retailer operated 944 stores in 49 States, District of Columbia and Canada. Furthermore, A&F currently operates four….

    Show More
  • Marketing Approach to Ben Shermann
    3030 words | 13 pages

    A Report on Marketing Approach and Strategies of Ben Sherman. ← Submitted to: Geoff Lancaster Stuart Francis By: Majeed Abdul Sheikh B0362RHRH0413 SCHOOL of BUSINESS AND LAW Table of contents 1. Executive Summary 3 2. Introduction 4 3. Marketing Approach 4 4. Research Objectives….

    Show More
  • Uniqlo Marketing Plan
    4310 words | 18 pages

    Marketing Plan Outline Company Background & Executive Summary Situation Analysis-“Where are we now?” 1. Macro Situation-PEST Analysis 1. Political Factors: 2. Economical Factors: 3. Social Factors: 4. Technological Factors: 2. Micro Situation-SWOT Analysis 1. Internal Assessment (Strengths) 2. Internal Assessment (Weaknesses) 3. External Assessment (Opportunities) 4. External Assessment (Threats) Goal Setting-“Where do we want to go?” 1. Market Segmentation & Target….

    Show More
  • Zara Fast Fashion
    2099 words | 9 pages

    1- With which of the international competitors listed in the case is it most interesting to compare Inditex's financial results? Why? What do comparisons indicate about Inditex's relative operating economics? Its relative capital efficiency? Note that while the electronic version of Exhibit 6 automates some of the comparisons, you will probably want to dig further into them. Background: Inditex is an international fashion retailer that designed, manufactured and sold apparel, footwear, and accessories….

    Show More
  • “an Analysis of Marks and Spencer’s Current Strategic Position, and How Marks and Spencer’s Will Develop These Strategies in the Future.”
    3113 words | 13 pages

    | “An analysis of Marks and Spencer’s current strategic position, and how Marks and Spencer’s will develop these strategies in the future.” | | | Assessment 2 “An analysis of Marks and Spencer’s current strategic position, and how Marks and Spencer’s will develop these strategies in the future.” Company Background Marks and Spencer (M&S) is one of the UK’s leading retailers, with over 21 million people visiting its stores each week. M&S offers stylish, high quality, great value….

    Show More

Popular Essays