Analysis of Gap, Inc.

1 OBJECTIVE
Gap, Inc. has expanded into the Asian markets like China and India very recently. It
opened its frst store in Delhi in May 2015. This project aims to study its launch
strategy in India, gauge the current levels of its success and suggest a strategy to
improve its position in the Indian market.

2 BACKGROUND
Multinational specialty retailer for clothing, footwear and accessories.
American origin, founded in San Francisco in 1969.
Established frst international store in London in 1987.
Dominant khakis and jeans chain in the 90s.
Entered India in May 2015 by tying up with Arvind mills.
Target Group: People of all age groups.

3 SWOT ANALYSIS
WEAKNESSES
Declining operational performance
Weak in-house manufacturing-Highly dependent on
third party manufacturers
Wide geographic presence
High brand awareness globally
Good brand recognition

SWOT

Expansion into Asian markets

Growing retail market in the US
Growing E-retailing opporunities

Tight labor markets, government mandate on

minimum wages.
Consolidation trend in the market- may result in
fewer large companies and intensifed competition,
losing out on certain customers

STRENGTHS
OPPORTUNITIES

THREATS

4 BRAND IDENTITY ANALYSIS

Murky brand identity and weakening market hare even in the US off late.

effortless cool used to be its brand identity before; no clear positioning now
ASSOCIATION NETWORK:
Src: https://getd.libs.uga.edu/pdfs/shin_sung-_201108_ms.pdf
For High involvement group

For low involvement group

5 BRAND PORTFOLIO ANALYSIS

6 BRAND IMAGE IN INDIA