Strategic Audit of the Gap, Inc. Essay

The company aim is to provide a world class service to customers by incorporating quality principles with our everyday routine.

Moreover, the growing number of conscience consumers was highlighted in a recent Bursen-Marsteller report; “people will more likely choose a product that supports a social cause when choosing between otherwise similar products” (Penn, Schoen & Berland, 2010). These average consumers daily decisions are slowly but surely being influenced by social concern and responsibility. Finally, the critical issue for Company Q is the social responsibility to its customers, who looks to business to provide them with satisfying, safe products and respect their rights as customer.

Gap Inc., a leading global specialty apparel retailer, continued to lose market share and revenues as customer loyalty declined across the company’s five brands. Struggling to deliver a consistent product and customer experience, Gap Inc. was challenged to redefine its strategy once again. Going forward, the company is focused on driving long-term growth by expanding its customer base.

Every company has a responsibility to support the society it serves. This indicates that a company that wishes to truly thrive in a market should not just follow the business and consumer laws of the country but take an active interest in the community that it serves in each country. Today’s global market is led by companies that concern themselves with the sustainability of the company and its products, as well as the continual improvement of the

"Everything we do is inspired by our enduring mission: * To Refresh the World... in body, mind, and spirit. * To Inspire Moments of Optimism... through our brands and our actions. * To Create Value and Make a Difference... everywhere we engage."

business purpose. All-in-all their promise is to have the best quality in customer service with a

The company's vision is: Through all of our products, services and relationships, we will add to life's enjoyment.

To create innovative products that celebrate the individuality of our consumers and ourselves in a responsible and profitable way.

Founded in 1969 by Donald Fisher and Doris Fisher, Gap Inc is largest clothing and accessories retailer in America. The clothing store began in San Francisco California, where the Fishers opened their first shop because they had been frustrated with the poor service and clothing styles offered at other retailers. The store was named the gap because it supplied clothing to teenagers and college students, the "generation gap" between children and adults.

* Market Share: 90% of market cap when comparing Staples, Office Depot (5.72%), Office Max (3.89%)

To inspire moments of optimism through our brands and actions. To create value and make a difference everywhere we engage.

The improvement of its operational efficiency through the industrialisation of processes and the pooling of resources The development of internal synergies Attracting talents and developing best practices in terms of management A constant and reinforced vigilance on risk control

Corporate social responsibility has been one the key business buzz words of the 21st century. Consumers' discontent with the corporation has forced it to try and rectify its negative image by associating its name with good deeds. Social responsibility has become one of the corporation's most pressing issues, each company striving to outdo the next with its philanthropic image. People feel that the corporation has done great harm to both the environment and to society and that with all of its wealth and power, it should be leading the fight to save the Earth, to combat poverty and illness and etc. "Corporations are now expected to deliver the good, not just the goods; to pursue

Objectives: What are the corporate, business, and functional objectives? Are they consistent with each other, with the mission, and with the internal and external environments?

Beginning in the 1990’s, the world has witnessed a tremendous growth in the World Wide Web. This boom has resulted in an unstoppable technological revolution that continuous to change our lives. The 20th century has blossomed with the rapid expansion of the Internet. Yet, this expansion has brought with it both, opportunities and challenges; particularly, in the “dot- com” industry. As a result, companies of all kinds employed the Internet as a tool to expand their business reach. For others, the Internet was a new “gold mine” that gave birth to a multi-billion dollar business, named “Google”.