Target Market Segmentation Research Paper-Gap Inc.

683 Words Sep 3rd, 2010 3 Pages
Introduction

The Gap Inc. is a global specialty retailer that operates stores selling casual apparel and accessories for men, women, and children (Yahoo Market Guide, 2001). Under the Gap, are the Old Navy and Banana Republic brands (Yahoo Market Guide, 2001).

Demographic/Psychographic/Geographic Segmentation

Gap

The Gap’s target age segment is males and females ranging from seventeen to twenty-five years old (Cosmopolitan, 2000, p. 2). The typical family life cycle for a Gap customer comprises of single teenagers and young adults to young married couples (Cosmopolitan, 2000, p.2). The races Gap targets consist of many minorities such as Hispanics, Asians, and African-Americans in addition to Caucasians (Cosmopolitan, 2001, p.
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In addition, their customers are sophisticated, confident people who seek not only trendy clothing, but also the best product available.

Old Navy
The target age segment for Old Navy ranges from thirteen to thirty-five years of age. The common family life cycle for Old Navy patrons is young teenagers, then single women and men on a strict budget, and most notably married couples with children (Russo, 2001, p.2). Old Navy targets the same races as its parent company. The races include both minorities and Caucasians. Income levels for Old Navy patrons include all levels due to its family-oriented approach to marketing (Russo, 2001, p.2). Patrons reside near urban or suburban areas in developed countries. Common Occupations for Old Navy patrons include: students, entry-level college graduates, working men and women, and housewives. The common Old Navy patron is an active, work/family-oriented person who has little time to shop. The majority of Old Navy shoppers want stylish clothing, the best value for their money, and products that are comfortable.

Operating Characteristics

It takes a team of nearly 140,000 workers worldwide to deliver the merchandise that customers expect (Gap, 2001). The process begins with the product managers and graphic artists that design each season’s merchandise (Gap, 2001). Employees around the globe in Gap’s Sourcing and Logistics Group, along with buying agents place orders with third-party factories in

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