gap incorporation presentation

8/3/2019 Gap Incorporation Presentation

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SAN FRANCISCO, CALIFORNIA

1969

Gap Incorporation1


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1. HISTORY2. BACKGROUND

3. STRATEGY

4. MARKETING

5. PRODUCTS6. COMPETITOR ANALYSIS

7. SWOT ANALYSIS

8. CONCLUSION

Agenda2


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What are we?

We are: "A specialty retailer offering clothing,accessories and personal care products for men,women, children and babies. With more than

134,000 employees and about 3,100 company-operated stores and about 200 franchise stores, ourpresence is felt around the world."

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History

http://www.youtube.com/watch?v=YxRVflIL1KE Doris & Don Fisher Vision: Make it simple to find a pair of jeans. Founded in 1969 with a single store in San Francisco, CA.

Expansion of product line during the late 1970s

Went public in 1976 Acquired Banana Republic chain in 1983

Opened first Baby Gap store in 1986

Expanded internationally in 1989 Became the 2nd largest apparel brand in 1992 Launched Old Navy in 1994 Piperlime.com was launched and expanded into Asia and Middle

Eastern markets in 2006 Athleta was acquired in 2008

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http://www.youtube.com/watch?v=YxRVflIL1KEhttp://www.youtube.com/watch?v=YxRVflIL1KE


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Strategy

Tailor stores to appeal to unique markets by

developing multiple formats and designs

Relies heavily on marketing campaigns: print

ads/commercial and radio advertisements Focus on continuous market expansion

Cost Control

Multichannel

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Presslers Turn-Around Strategies

Long term decline in 2000

Improvement in e-commerce sites

Reduce Debt

Forth & Towne Chain

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Murphys Turnaround Strategy

Glenn Murphy becomes CEO in 2007

Expand Internationally

Improve product lines

Acquired Athleta in 2008

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Industry Analysis

Woman- 50% product share

Men- 37% product share

Children- 13% product share

Valued-price clothing 65% Higher priced clothing 35%

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Industry Analysis Continued

Develop new product lines quickly

Location

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Marketing: Commercials

http://www.youtube.com/watch?v=RSFyjikDuq0

http://www.youtube.com/watch?v=UNabu9daJUc&feature=related

http://www.youtube.com/watch?v=_J4tjLLGN4Q&feature=related

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http://www.youtube.com/watch?v=RSFyjikDuq0http://www.youtube.com/watch?v=UNabu9daJUc&feature=relatedhttp://www.youtube.com/watch?v=UNabu9daJUc&feature=relatedhttp://www.youtube.com/watch?v=_J4tjLLGN4Q&feature=relatedhttp://www.youtube.com/watch?v=_J4tjLLGN4Q&feature=relatedhttp://www.youtube.com/watch?v=_J4tjLLGN4Q&feature=relatedhttp://www.youtube.com/watch?v=_J4tjLLGN4Q&feature=relatedhttp://www.youtube.com/watch?v=UNabu9daJUc&feature=relatedhttp://www.youtube.com/watch?v=UNabu9daJUc&feature=relatedhttp://www.youtube.com/watch?v=RSFyjikDuq0


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Marketing: Print Ads11


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Products

Brands:

Old Navy

Gap

-GapKids-babyGap

Banana Republic

Piperlime Athleta

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Competitor Analysis

A B E R C R O M B I E A N D F I T C H

J . C R E W

A M E R I C A N E A G L E

A E R O P O S T A L E

E X P R E S S

J C P E N N E Y

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Market position Map14


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Market Share by Sales15


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SWOT Analysis-Strengths

Brand Recognition

Glenn Murphy

Marketing

Among the best e-commerce Sites in retail Outsourcing

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Weaknesses

Negative brand image with younger population

Slim profit margins

Financials

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http://www.gapinc.com/content/dam/gapincsite/documents/GPS_AR_10.pdf

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http://www.gapinc.com/content/dam/gapincsite/documents/GPS_AR_10.pdfhttp://www.gapinc.com/content/dam/gapincsite/documents/GPS_AR_10.pdfhttp://www.gapinc.com/content/dam/gapincsite/documents/GPS_AR_10.pdfhttp://www.gapinc.com/content/dam/gapincsite/documents/GPS_AR_10.pdf


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Opportunities

Globalization

Improve product lines

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Threats

TJX Companies

Ross Stores

Abercrombie & Fitch

American Eagle Outfitters

International Competitors

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Key Facts21

Gap was recognized for a fourth consecutive year as oneof the worlds most ethical companies by the EthisphereInstitute in March 2010.

It was also recognized for the fifth time by Corporate

Responsibility Magazine on its list of 100 Best CorporateCitizens.

The company was ranked ninth on the overall list andfirst among retailers

http://www.youtube.com/watch?v=SXOJEH0se9A Gap supports nonprofit organizations: (RED), Give and

Get Campaign, Holiday Gift List, and Cotton: From Blueto Green.
http://www.youtube.com/watch?v=SXOJEH0se9Ahttp://www.youtube.com/watch?v=SXOJEH0se9A


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What makes Gap Successful?

One of the largest retail companies in the world

Gap stayed ahead of industry trend

Brand awareness

Spread all over the country Multichannel strategy

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Conclusion

Questions?Comments?

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