C/B/84. Dissertation. Expansion of GAP to Italy

This dissertation aims to investigate and analyse the Gap Inc. growth process by which it aims to explain opportunities for Internationalisation and to support the organisation by giving an academic review in order to provide guidelines to manage international development. The Gap Inc. is a prominent internationally operating specialty retailer. It has the strong position in the US market and implements the strategy of continuous global expansion. This research project investigates the current literature on the alternatives of internalisation and new market entry strategy. The internal and external environment data of the company, collected from in-depth interview and various secondary sources, is analysed. Finally, the company's ability to internationalise and alternative international expansion options are being evaluated and recommended for the company's international development. The research is inductive and of exploratory nature. The analysed data is used to identify optimal entry strategy for the company. The research concludes that there is a great opportunity in the specific market for international development, although the organisation, due to lack of financial resources shall switch from original wholly-owned expansion to an alternative one. Due to certain limitations, imposed by environmental and internal factors the findings can not be used in terms of generalisation, though it can be used as an example for further theory building in the area, related to the issues of internalisation and market entry strategies.