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Gap

C/B/85. Analysis of GAP Inc.

WORDS:

2200

DATE:

2003

PRICE:

29.99 GBP

Gap Inc. (Gap) is a leading international specialty retailer. It is a key player in the US market, but also run operations in UK, France, Germany, Canada and Japan. It started its internalisation strategy in 1987 opening a retail store in London. Since that point the management committed to the specific expansion strategic course, which determined the further cost and speed of expansion, relations with potential partners and the consequent presence in the international retail market. The paper presents a case study of Gap Inc. entry into international markets. The case study reflects the environmental factors, which influenced the decisions taken by the management. The guidance notes present a critical review of strategic course, implemented by Gap Inc. Within the current theoretical framework the advantages and disadvantages of the company's entry strategy are discussed. The alternative strategy with possible future outcomes is presented. The particular focus is cast on brand equity issue within the international operations of Gap Inc.

KEYWORDS: gap, inc,