Cas D'entreprise: GAP Et Son SWOT

THE COMPANY

The name: This Company is call GAP

Products of this company: It's a company who's specialized in selling ready-to-wear clothing. Gap offers clothes' collections for women, men, children, babies, underwear, shoes and accessories. They also provide small items for interior design. They create the design of their products, manufacture and selling. The all brands of the Company are: Gap, Gap Inc., Banana Republic, Old Navy, Piperlime, Athleta.

Services: This Company provides services of online sales and store sales.

Targets: They are women, men, children and babies ... (The middle class with) They aim a population with average incomes by proposing their own collection (and some little brands) and not brand‘s clothing with high prices.

Business sector: Activity sector is the secondary sector in the textile industry

The founder of Gap Industry: Donald G. Fisher was an American business man. He founded with his wife Doris, Gap Inc., opened the first Gap shop in 1969, and revolutionized global specialty store retailing. He and his wife founded the company, who’s named for the “generation gap” between Baby Boomers and their parents. Fisher created a casual look that has influenced the lifestyle of the middle classes in America, Britain and beyond. Fisher opened the first Gap shop in 1969 in San Francisco, after having problems finding jeans that fitted. They named the store after the idea of "The Generation Gap" and sold jeans and music to appeal to a clientele of young adults.

SWOT

Strengths:

• Gap stores are located in the entire world, the company-owned stores are located in United States, United Kingdom, Japan, Canada, France and Ireland.

• The global recognition of the brand as an American style and pop culture

• GAP possesses multiple brands and brand extensions, has 5 differents brands such as: Gap, Old Navy, Banana Republic, Piperlime and Athleta and some brand extensions such as GapKids, babyGap, gapbody and GapMaternity.

Weaknesses:

• Vendors can cause products shortage and shipment delay.

• 27 percent of merchandising is produced in China.

• Huge store base. Gap is limited to keep up with fashion trends, to train some methods and to control quality.

• Gap’s product lines are less attractive clothing to consumers who are interested in trendy clothing than competitors

• Production processes who are uncontrollable

Opportunities:

• Gap develops the e-commerce, has introduced two additional web stores online.

• Anticipate the consumers’ changing and fashion trends

• Global new market in Europe and China

GAP is planing to open the 1st store in Italy and China and additional outlet stores in Europe and

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