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The Gap - Case Study Example

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Summary
Recent years, Gap Inc has lost its popularity as a unique brand and cloth retailer. Traditionally, the strong brand image of the company has been based on uniqueness and exclusive designs, ability to deliver a competitive product and respond effectively to market changes influenced by demographic variables and life styles changes…
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The Gap Case Study
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Download file to see previous pages For every company, setting strategic directions require sales projections for such periods as one, three, five, and ten years ahead. These projections predict customer and competitor reactions; attempt to gauge acceptance for new products; and highlight economic, social, demographic, technological, psychological, and political changes, all of which are difficult tasks to perform -nor can they be performed with the degree of precision available in other more concrete situations
A visit to a local Gap store allows to say that the majority of Gap's customers are women and girls from low and middle social classes. The average age of the consumers is 14-17 years old, and 17-24 years old. In the store, there were 4 middle-age women (40 years old) with teen daughters. I saw any men in two Gap's stores. Most of the young women are unmarried. All of the customers wore casual cloths and neither looked like a business woman. This information allows to say that age is not a major determinant of marketing influentials. Opinion leaders cross age lines, especially in fashions. Influence does not travel from the older to younger women. However, it reveals status homogeneity, and travels within a social stratum. When influence does cross status lines, there does not seem to be a discernible direction -- there is no more advice-giving coming down the status ladder than going up. In another sense ours is an age of mass change. Mass conformity, which exists within this dynamic setting, results in the democratization of consumption, in the sharing of abundance. Marketing has had a hand in this process. Marketing programs are based on the existence of similar wants, motives, attitudes, opinions, and re- actions (Drejer 22). They are designed to furnish similar goods to diverse markets. Modern technology is the necessary and sufficient condition for the creation of mass culture. Our society with its mass culture emphasizes higher standards of living and expanding expectations. But this massification has been assailed. Ours has been termed the homogenized, Philistine society. The mass media, television, movies, newspapers, and magazines, which are among the tools of market communication, have been proclaimed the purveyors of a mass culture that has a relatively low common denominator. The Internet site allows to say that the merchandise is oriented to teen girls and housewives, who do not care about fashion and style. Their main criteria is price, simple design and subtle colons. Gap's consumer is a young woman who wants to look nice but does not care much about fashion and style (Dobson and Starkey 33; Gap Inc Home Page 2009).
Gap's merchandise selection is based on traditional classification including top sales, classics, jeans, pants and accessories. A visit to the local store shows that Gap pays no attention to design of its premises: they look unattractive and even sad in contrast to such brands as the United Colors Benetton or T. J. Maxx. Gap follows a traditional method of products display when all goods are sorted by color. it is possible to say that sociological factors and forces are as important as any in determining and shaping buyer behavior. Society has a way of getting consumers to conform and make approved purchases. Group pressures are effective. Life style (the distinctive or characteristic mode of living), which is the ...Download file to see next pagesRead More
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