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E-commerce Security - Assignment Example

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Summary
E-commerce websites have become an essential thing for many businesses in their successful operation online. The paper "E-commerce Security" seeks to analyze GAP company, which is an online store company transacting and selling its products online…
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E-commerce Security
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E-commerce Security

Download file to see previous pages... The product of GAP is majorly the GAP image. Apart from just selling accessories and clothes, GAP makes huge sales of their own image as well as a trendy upper class environment of shopping. The company has branched out to many other markets like GAP outlet and Baby GAP. The company deals in various clothes of which some are in the stage of maturity with other brand new lines in the stage of introduction. GAP can keep up with the stiff competition online as it continually rolls out varying products to its clients. GAP is influenced by many factors just like other online retail centers. These can be both external and internal factors. They are hence considered when marketing strategy is being created. Today, GAP is trading towards being a driven by brand marketing rather than by creative marketing. GAP as a company experiences various strengths, weaknesses, opportunities, and threats. The strengths of the company include: effective customer service; quality products; reliable services; and branching out to the internet. On the other hand, its weaknesses include: the price point; competition from other available stores; and the stuffiness image of the company. GAP Company enjoys varying opportunities from the internet ranging from the stock market prices, and development of the new plan of marketing. However, the threats that are in store for GAP include: the industrial expansion; increasing competition; and high competition in internet shopping. The primary target of GAP is a Caucasian female ranging between 21 and 35 years of age. The male Caucasians of between 24 and 35 years and females lying between 15 to 20 years makes the secondary target market of the company. There are other targets in the online market but those two forms its major targets. The product of the GAP Company include: Baby GAP, GAP outlet, and SKU’s such as Old Navy and banana republic. The company is influenced by internal and external factors such as; competitive forces, economic forces, political forces, legal forces, regulatory forces, technological forces, and socio cultural forces (Holmes, 2011).
Company history and background
The first GAP store was opened by Doris and Donald Fisher on August 21, 1969 in San Francisco, Ocean Avenue. The merchandise of the store was composed of LPs and Levi’s. The Fishers raised about 63,000 US dollars in order to open the store. In about a year, the sales of GAP had grown to 2 million US dollars. A second GAP store was opened in 1970 in California, San Jose, with its headquarters established in Burlingame, California with mere four employees. The company grew rapidly. It had more than 25 stores by 1973 covering up to outskirts of California and entered the market of East Coast with a new online store in New Jersey, Voorhees. GAP began selling private label merchandise in 1974. Drexler Millard led GAP to its phenomenal growth in 1990s due to the transformation of the humble jeans discount emporium. In 2002, Drexler was ousted after an over expansion and slump sales. There was a strong rebound in GAP’ ...Download file to see next pagesRead More
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