Related questions
Concept explainers
Several hundred Gap stores are located outside the United States; key country markets include Canada, the United Kingdom, Japan, and France. Gap is a global brand, but recently the company has struggled to connect with customers in the United States. Gap’s online sales fell 7.2%, according to Digital Commerce 360. Also, their digital sales fell by 99% in the quarter ended April 23, 2023. Despite these problems, the company continues to expand overseas.
China presents an opportunity for Gap to increase revenues and profits in a major non-U.S. market. According to A.T. Kearney’s 2011 Global Retail Development Index for Apparel, China is the No. 1-ranked emerging market opportunity for apparel. Also, “American style” is in high demand in many parts of the world.
Here are some different accounts of GAP’S brand
https://drive.google.com/file/d/1YmoFEsw3lFYwshkNjm5_cwj2ih6X969t/view?usp=sharing
https://docs.google.com/document/d/1lf784BBeDToyViNKmOxk4ZCo7kXw64m4/edit?usp=sharing&ouid=114814240804530015916&rtpof=true&sd=true
https://docs.google.com/document/d/1udvjGLiHtn7BbcEGdP23oZoBcrXGquEW/edit?usp=sharing&ouid=114814240804530015916&rtpof=true&sd=true
Question:
New CEO of GAP, Richard Dickson vision and focus is to reinvigorate the brand’s appeal in an effort to boost sales. His focus is on the Chinese market. In China, Gap’s management team has responded to this situation by selectively targeting Beijing and Shanghai, two cities with high population densities. An online store, www.gap.cn, serves as an alternative channel with a potential reach of several hundred million consumers.
Richard Dickson has contacted you as a team of international Marketing consultants to design a NEW global marketing program that is aligned with his new vision for the brand for the lucrative market mentioned above which he has keen interest in.
The Marketing program should focus on the following sections:
- Company Background:
- Selection of the target Market,
- Global market segmentation,
- Global Targeting Strategy,
- Global positioning and Differentiation strategies in the chosen target market,
Be detailed as possible
Step by stepSolved in 3 steps
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