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Strategy, Analysis, Recommendation and Implementation of the Company Gap Inc - Essay Example

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GAP is a trusted name in the world of fashion and is one of the leading companies in the specialty apparel industry. Since the opening of its first local retail stores in 1976, Gap Incorporated has successfully penetrated the US market and now holds a 26% stake in the industry…
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Strategy, Analysis, Recommendation and Implementation of the Company Gap Inc
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Download file to see previous pages Competitors such as Ambercrombie and Fitch are already moving towards this direction. However, given the Company's expertise, it is not yet late to launch the Banana Republic, Old Navy and Forth and Towne brands; and to capture a substantial share in these potential markets.
The last five years have been commendable for GAP Incorporated due to the revived customer interest in its product lines. A lot of innovations were introduced in the previous year which reaped rewards for the Company, which includes the following:
2. Hands-on management of executives, from the centralized procurement of supplies, to ocular visits to the factories; these would ensure that products are manufactured in accordance with the company's penchant for quality, reliability and compliance to set international production standards;
3. The compensation package plus rewards system afforded to deserving executives achieved wonders for the company. In return, extra effort has been rendered, countless hours have been spent so that products could be delivered on time;
4. Massive shop expansion was a very aggressive stance of the company that helped prop-up sales. But some shops are not strategically located, if not poorly thought of, so that upper management decided to close these shops eventually. This hurt the image of Gap Incorporated and also transmitted wrong signals to competitors. Downsizing these shops would have been a better option since these shops are being used also by internet shoppers to pick up orders purchased online. Also, a rewards system for employees was not installed at the company's manufacturing plant. This is necessary in order to boost production and maintain quality standards in the product. Workers are after all the backbone of a company.
5. Increased online purchases really spiced up sales.
Recommendation
To increase Gap's profitability and create an extended market for its specialty apparel products, the company should expand in other countries. It is important to note that more than half of the world's population is concentrated in Asia which makes countries in this region a large potential market for Gap's various product lines. Furthermore, what is recommended is to adapt the sound and solid strategy employed by Gap Incorporated in the US; but only after some fine tuning stated as follows:
1. All efforts should be geared towards penetrating the Asian market with modifications employed to fit market preferences, i.e. Indonesia, Malaysia and Brunei Darussalam who are fairly conservative people will most probably require simple and conservative clothing as well. The fashion capital of Asia is Hong Kong. Neighboring countries, such as the Philippines, Thailand, Singapore, Japan, South Korea, to name a few do most of their shopping in this former British Colony. So, what is "in" in Hong Kong, will influence the choice of apparel throughout Asia.
2. Hire topnotch Asian designers to collaborate with Gap Incorporated's designers in the US for the development and introduction of new designs or product lines in these new markets. ...Download file to see next pagesRead More
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