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449

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Marketing

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Jan 9, 2024

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docx

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1 Module 3.3 Case Study: Gap Inc. Embry-Riddle Aeronautical University MKTG 449 – Strategic Marketing Management November 5, 2023
2 What is the issue? Gap Inc. is a specialty retailer that operates stores that include well-known registered trade names, such as Gap, GapKids, BabyGap, Gap Shoes, Gap Maternity, Banana Republic, and Old Navy. The company has a focus on developing and growing brands and is taking action to maintain and strengthen brand loyalty, including significantly increasing its investment in advertising and marketing (Czinkota et al., 2021). Gap, as well as other retail apparel businesses, is subject to fluctuations according to changes in customer preferences and changing fashion trends (Czinkota et al., 2021). Gap is also trying to expand internationally, but faces competition in European and Japanese markets from established regional and national chains. If this international expansion is not successful, it could result in an adverse effect on the company’s operations (Czinkota et al., 2021). For example, Banana Republic closed all its physical stores in Europe in 2017. Gap is also facing more and more competition in the Canadian apparel market, especially as Canadian consumers ditch name brands and buy cheaper clothing to save money (Czinkota et al., 2021). What is the goal of the analysis? What is the context of the problem? What key facts should be considered?
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