Strategic Audit of the Gap, Inc. Essay

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

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.

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?

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.

The company’s purpose is to “provide branded products and services of superior quality and value that improve the lives of the world’s consumers now and for generations to come. As a result, consumers will reward us with leadership sales, profit and value creations, allowing our people, our

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

Their mandate/mission/goals- At Good Life our purpose is to give every Canadian the opportunity to live a fit and healthy good life. (Good Life Fitness, 2015)

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

Gap Inc. is a large company in the clothing business with over 3,300 stores worldwide. As one of the World’s Most Ethical Companies in 2012 for the sixth straight year, it might be interesting to investigate the ethical issues that have risen in the past years (Gap Inc., 2013a).

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

"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."

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.

P&G’s purpose is to touch and improve people’s everyday lives. This is an inspiring but demanding aspiration. There are nearly seven billion people on the planet today and P&G is currently reaching about 4.4 billion of them. The company knows that if this is done well, it will be rewarded with sales and profit growth, market share leadership, a strong company reputation and, ultimately, the creation of value that allows its people, shareholders and the communities in which they live and work to prosper.

To build shareholder value by delivering latest fashion collection, services and solutions in innovative and cost effective ways. We will realise this mission statement by setting highest standards in service, reliability, safety and cost containment in our industry.

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