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Essay / Research Paper Abstract
This 18 page paper looks at the marketing of Gap Inc. in the UK. The paper looks at Gap, its marketing and positioning as well as target market, the paper also considers the activities and position of two main competitors, Next PLC and Benetton, and also at the macro environment influencing the clothing industry in the UK. The bibliography cites 23 sources.
Page Count:
18 pages (~225 words per page)
File: TS14_TEgap003.rtf
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Unformatted sample text from the term paper:
woman children and babies. The company achieves this with its own brand as well as some subsidiary businesses units; namely Banana Republic and Old Navy brand names. The Gap brand
include; Gap, GapKids, babyGap, GapBody and Gap Outlet (The Gap Inc, 2003). Founded by Donald and Doris Fisher in 1969 Gap is an American company that has head offices in
San Francisco. Starting with a single store the company now has 4,100 spread across six countries; The United States, United Kingdom, Canada, France, Germany, and Japan employing 166,000
workers (The Gap Inc, 2003). The company appears to wish to differentiate itself in terms of style colour and service. The way
that Gap Inc have positioned themselves has been as a company of a premium retailers where shopping is an experience rather than simply a task.
It was in 1987 when the company became an international company, opening stores outside the US, with a store in London. In 1988 we see a new
core competence arise, that of very strong marketing with the "Individuals of Style" campaign (The Gap Inc, 2003). It is worth noting that the marketing is such as core competency
for the company it was only in 2002 when a major advertising agency was used for the first time (Lipke, 2002). The
pattern since that time has been one of further growth, each time aimed at capturing different markets. By 1994 the strategy shows a strategy to grow by organic growth,
but also by diversification, the Old Navy brand of stores are launched in this year as well as a fragrance. The Old Navy does not have a presence in the
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