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Gap, Inc.

 

            
            
             Gap Incorporated was founded in 1969 by Donald and Dorris Fisher in San Francisco, California. At that time, they had a single store and only a few employees. Currently, Gap Inc. is an international company serving Canada, France, Japan, Germany, and the United Kingdom employing over 166,000 employees. In addition, they have three distinct brands "Gap, Banana Republic, and Old Navy. Under the Gap brand, they have Gap, Gap Kids, babyGap, GapBody, and Gap outlet. Overall, Gap incorporated is a leading international specialty retailer offering clothing, accessories, and personal care products for men, women, children, and babies. These goods are offered under the following names: Gap, Banana Republic, and Old Navy. For further milestones, please refer Appendix A. .
             From our research of Gap Incorporated we believe that the company as we know of it today is the result of emergent strategies. We believe that Gaps goal in the beginning was to offer clothes for the local market and to do so successfully. Since Gap started back in 1969, we find it hard and almost impossible to believe that Gaps intended strategies could be realized. Business is so unpredictable that many top business decisions are unforeseen until some point in the future. With the increase of competition and changing markets in business, companies have to stay on their toes by redirecting their course of action. For instance, we find it hard to believe that in 1969 Gaps goal was to purchase other companies such as Banana Republic and Old Navy. However, with increase competition new strategies emerged with hopes of regaining market share. .
             Major Goals.
             In 2000 Gap Inc.'s performance was disappointing. Failing to stay focused, missed opportunities and a challenging environment caused Gap Inc. to fall short of its expectations. As a result Gap Inc. has these major goals in mind for the future: regain momentum, marketing of brands, broaden brand appeal (Banana Republic), return to brand promise (Old Navy) and improve supply chain.


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