Strategic Analysis at Gap Inc













Table of Contents



Environmental Analysis…..

Executive Summary…. PESTEL Analys………… Resource and Capability Analysis… 11 15 .15 Recommendations.

Porter Five Forces Framework.

Strategic Formulation: Strategic Fit Analysis.

SWOT Analy…………….





Executive Summary

One of the most well-known companies in the world is Gap Inc. The Organization places a high priority on providing its clients with a satisfying buying experience. The Organization has excellent methods that have allowed it to fulfil its objective and continue to do so. The retail establishments are designed with great care to reflect the company’s values. Its long-lasting goods are made possible by partnerships with top factories worldwide PIV ETS


GAP, Inc. has prioritised its efforts to increase its market share. Among Gap Inc.’s goals was to improve its whole brand image; thus, the corporation focused on boosting the quality of everything it did (Grant, 2021). The company cared about the way its storefront looked, and it showed. They accomplished this by giving their retail locations a cutting-edge design, guaranteeing that customers would remember the stores’ stylish interiors long after they had left. GAP Inc. is an international retailer specialising in women’s apparel and accessories. Gap has high- quality clothing, Old Navy has affordable options for the whole family, Banana Republic has fashionable options for the office, Athleta has trendy activewear, and Piperlime has attractive footwear for any occasion. Since its founding, the company has used various strategies to preserve its position as a financial market power through the garment business. The business-level strategy has been the company’s mainstay, allowing it to maintain its position as a dominant player in the global financial markets. This is so because it has allowed for the development of strategic and original concepts that will allow it to continue existing for a very long time. The company has spent a lot of time and money conducting market research over a long period, which has paid off in terms of continued success compared to the company’s rivals. This is seen by the exponential growth in the company’s fortunes from 2009. This study paper aims to analyse Gap’s Inc strategic PNV TS management.

Environmental Analysis

In 2010, the GAP Company was named one of the “100 Best Company Citizens” for its Wrong Article (TS efforts to better the lives of its workers in the workplace and the quality of life for its suppliers. Since employees are the company’s most valuable resource, efforts have been made to encourage and inspire them through diversity as well as enrichment initiatives. The Organization has created its own vendor engagement code out of consideration for its suppliers and distributors (Jalonek et al.,2022). The code was intended to ensure that the vendor’s workers were treated well, had adequate rest breaks, and were paid properly. The company has its in-house branding as well as a product development team that handles everything from concept to retail, but it has also worked with high-profile designers like Stella McCartney to create its lines (Papadas et al.,2019). A promising sign is the company’s sales pattern, which has been rising for two years. There were established players like Gap Corporation that catered to all demographics. However, new arrivals like Uniqlo (a Japanese apparel company) catered only to the young adult market. A company’s success depends heavily on its ability to collect and analyse data from its customers across all of its locations and in a variety of nations, as well as to track the efficiency of its operations in each of those locations. The corporation not only established localised subsidiaries but also had franchise agreements with foreign entities like Bahrain.

PESTEL Analysis

The Gap, Inc., along with other participants in the Clothing Stores industry, may be directly affected by shifts in the macroenvironmental conditions. The Porter Five Forces, which determine Article Error (ETS Article Error the course of action and the nature of the competition, can be influenced by the macroenvironmental conditions. They can change the profitability of particular companies or the Services sector. The Gap, Inc. faces numerous operational problems in the current environment, Article Error (ETS and the PESTEL analysis thoroughly examines obstacles. Even if an industry is extremely profitable and growing rapidly, being in a country with a volatile government would be bad for The Gap, Inc.

Political Factors

Only some clothing companies can compare to GAP. Some examples of political issues that can impact pestle are market stability, the prevalence of bureaucracy as well as corrupt activities, free expression, and lobbying tactics used in the domestic market (Muñoz-Torres et al.,2019). Due to ongoing political upheaval, the yearly budget is not stable. When a social media issue arose about white girls using a black model as a backrest, it was just one example of GAP’s involvement in politics as well as a racial conflict. Social media users quickly expressed their disapproval of the campaign through angry postings, tweets, and retweets. Although most GAP items are made in South-East Asia, Mr Donald Trump, then the US president, suggested that American companies will be under more pressure to bring production back home. As a result, the company is having a harder time than before trying to bring all its operations to the US.

Economic Factors

The decline of the Canadian currency, as well as the Japanese yen relative to the US dollar, has had a detrimental impact on international trade. If the interest rate in particular countries were lower, more individuals could afford to invest, boosting demand for GAP products. GAP increases tend to occur more rapidly in countries with higher GDP growth rates. The company’s operation in the US and overseas markets may also be influenced by other factors, such as shifts in inflation as well as tax rates in the United States, the level of unemployment, the cost of labour, and shifts in disposable income among consumers.

Social Factors

Culture, ideology, attitudes, as well as principles that society as a whole may possess are examples of social elements. Such social elements have a significant impact on the company’s marketing as well as advertising approach. If a company wants to succeed in business, it must manufacture its products and marketing strategies around its clients’ lifestyles, preferences, and demands. People were extremely offended by one of GAP’s commercials because it depicted a young man and a young woman wearing unequal tags. GAP donates 30% of its earnings to the P/V ETS United Nations Foundation for use by Free & Equal, an organisation that works to improve the lives of LGBT people.

Technological Factors

Avoiding future obsolescence depends on innovations as well as technical improvements, which are necessary for both increasing profits and expanding market share. For the sake of their customers, GAP has invested in augmented reality technology. By using augmented reality, consumers can see what their clothing will look like before they buy it. However, only some of GAP’s rivals have taken advantage of this opportunity. Nevertheless, there are limitations; for example, not all garments are included in the preview. In order to determine if it is worthwhile to make investments in a certain piece of technology, it is necessary to examine the effects of previous investments. Furthermore, GAP has developed a mobile application that allows people to shop for clothing without physically visiting the store.

Environmental Factors

Environmental regulations vary by sector and Organization. Companies need to be environmentally responsible; thus, they should abide by government regulations. Concerns were made about the GAP factories in Hong Kong, specifically concerning worker safety and the racial makeup of the workforce (Nam and Yi, 2020). Both the availability of raw resources to GAP manufacturers and the distribution of final goods to customers are impacted by environmental factors such as seasonality as well as climate change. Waste management is essential for GAPS Sp. P/V ETS since exceeding government-mandated trash limitations can result in costly penalties, including pollution penalties and waste quotas.

Legal Factors

In creating GAP, we made sure to adhere to any regulations imposed by local, state, and federal governments. GAP must also abide by the laws and regulations it is required to by its many constituencies. Under regulations, male and female employees are guaranteed equal compensation PIV ET (Grimm et al., 2021). The corporation takes the protection of its patents, as well as other forms of intellectual property, very seriously. Since this data is the source of financial gain, the corporation risks losing its competitive advantage in the market if these rights are taken away.

Porter Five Forces Framework

A firm’s level of market presence is analysed using this methodology. According to Porter (1985), there are five main considerations when assessing a business’s strategy. Below is a closer look at these aspects.

Competitors’ strength; the clothes market is highly competitive. Many different designer brands provide one-of-a-kind clothing and accessories. Companies like Giorgio Armani, Gucci, as well as Christian Dior are examples. Each of these Corporations offers something unique to the market. This is a substantial problem for Gap Inc.

Competition from newly established companies is a potential risk, as there is a good chance that other firms may begin producing apparel in the near future. As a result, Gap Inc. has a minor edge over its newer competitors.

Suppliers have bargaining power because of the large number of manufacturers producing Gap’s garment materials. Suppliers, therefore, have little leverage in negotiations. The firm consistently ensures that its vendors comply with all applicable labour regulations (Cavite et al., 2021).

Since many retailers offer apparel and accessories, consumers have much negotiation leverage. In order to combat this problem, Gap needs to differentiate itself from the competition. Substitute threat; clothing has few useful adjuncts. Consequently, Gap must pay close attention to rivals in the apparel market. Gap’s market performance has been dismal. The flawed nature of the company’s approach to the market is to blame for this. Instead of prioritising product value, the corporation has been randomly expanding. As a result, the public’s conception of Gap Inc. has been warped because few recognise the brand for what it is. Equally problematic is the fact that the company has no Prep. ETS distinguishing features. The company has been criticised for providing boring and generic products. The lack of a competent CEO is a further risk factor for the Company (Xie et al., 2019). By selecting a CEO with specific expertise in the apparel industry, the company can alter its approach to the marketplace. Furthermore, the company can enhance its offerings by identifying market needs and satisfying those demands (Anastasiu et al.,2020). Along with this, the corporation can create a memorable brand. Something odd about Gap Inc. should stand out to consumers. Finally, the company ought to provide reasonable pricing.

Resource and Capability Analysis

Strategic analysis is simplified with VRIO (Value of the resource, Rareness of the resource, Imitation Risk, and Organizational Competence), an instrument that focuses on resources. The resources on which GAP Inc. can establish a sustained competitive advantage must be high- quality, uncommon, and hard to replicate (Song et al.,2018). As a second requirement, GAP Inc. must have the skills, infrastructure, and ethos necessary to make the most of its resources. Improved resource allocation, as well as a more secure value and distribution network, can be achieved with the help of VRIO analysis at companies like Gap.

Valuable Resource at Gap Inc.

Gap values resources and capabilities that help the company take advantage of Article Er Missing”,”Proofread (ETS opportunities and defend against risks in both the local as well as macro business environments. If  a resource does not help Gap eliminate risks or capitalise on openings, it does not add anything to the company’s ability to maintain an edge in the market (Sophia et al., 2019).

Rare Resource at Gap Inc.

Many companies in Gap’s business have access to the same high-quality resources as Gap does. Therefore, more than valuable resources is needed to guarantee long-term success. GAP is a SN ETS business that needs scarce resources to survive (Adluru et al.,2022). Gap Inc. will not be able to compete in the market if it has the scarce resources necessary to compete in the industry. Second, if Gap possesses uncommon resources, it will have an advantage over competitors who do not.

Inimitable for Gap Inc

Gap may enjoy a competitive edge for a limited time thanks to the scarcity and high value of a resource that everyone else is working on copying. If it is tough for competitors to replicate the resource, the company will have a significant edge over the competition. In order to become unassailable, Gap must innovate its products, eliminate customer complaints about service delivery, and implement a comprehensive plan for following up with buyers (Jing et al.,2020).

Organisational Support

There needs to be more than the Gap’s possession of unique and difficult-to-replicate assets to ensure the company will have a lasting competitive edge. An organisation’s ability, knowledge, and structure are essential for gaining a competitive edge that will last. Gap must be structured to Article Error play to its strengths to make the most of the assets at its disposal.








Figure: A table of Gap’s Inc. VRIO organisation

Strategic Formulation: Strategic Fit Analysis

Strategic fit indicates how well an organisation’s internal resources mesh with its external

Proofread (ETS

context. The former entails all the resources a company has at its disposal to realise its long-term

objectives. The latter is the expectations that those with a vested interest have established. It measures how well an organisation matches its internal structure and attributes to its external context. Optimising a strategy’s compatibility with its context is crucial to every successful plan. Planning is done with the company’s long-term goals in mind (Wright et al.,2018). As was previously indicated, these strategies may be implemented across multiple departments. As a result, verifying that they aid in accomplishing those goals is essential. As a result, businesses must check for a suitable strategic alignment between their various plans. GAP’s goal is for each client to feel confident and comfortable expressing themselves via their style (Turkyilmaz et al., 2019). Pronoun (TS It maintains its position as a market champion for a protracted period by always working toward its stated purpose. Integrity, respect, expansive, quality, as well as balance are essential tenets of corporate success. These principles support the company’s objectives and allow it to provide outstanding service.

SWOT Analysis

The GAP brand’s SWOT report details the company’s strengths, weaknesses, opportunities, and threats. In the GAP SWOT Analysis, the internal variables are the strengths as well as Article Error (ETS weaknesses, while the exterior factors are the opportunities and threats. Using the tried-and-true Article Error (ETS management framework of SWOT Analysis, a company like GAP can measure its business and performance against its rivals. GAP stands out as a market leader among the most prominent names in fashion and retail.


Corporation success can be attributed in large part to the hard work of the company’s administration. The board of directors, led by the chairman, manages the corporation’s day-to-day business. The chief executive officer also oversees the corporation’s day-to-day operations and functions as president. The company’s chain stores are its main competitive advantage. The Organization has more than 3191 locations worldwide, allowing it to serve its clientele and grow its business (Mainali et al.,2021). Similarly impressive is the company’s very effective method of Article Error (TS manufacturing. For this reason, it has achieved greater success due to its consistent on-time delivery of high-quality products. Iconic items like the 1970 Denim Jeans, trousers and worker shirts are part of the company’s product line. The worldwide success of Gap can, in part, be attributed to these products (Ivošević, 2021). Given that these items have maintained their appeal among the target market for several years, the company may be well positioned to reap the benefits of their iconic status in the near future.


The company needs help managing its sales owing to its huge operation structure. When compared to rivals, GAP’s online storefront could be more utilised. Piperlime, the company’s e- commerce brand, was founded in 2006 to provide a selection of both in-house and third-party labels. There were numerous reasons for Piperlime’s demise, but a significant one was GAP’s incompetence in using online sales platforms.


The fashion sector is booming worldwide, providing the company with an opportunity to expand. The company can use the increasing multitude of fashion weeks worldwide to raise brand awareness.


More and more businesses are entering the market, which poses serious risks to existing Missing “,” ETS companies. Manufacturing and sourcing concerns in a globalised economy. The company also faces the threat of Managers’ incapacity to revive the company. There is also a threat of the rising price of labour.

Applying the TOWS matrix strategy to counter concerns raised through SWOT analysis. Possessive (ETS The company needs to maximise its utilisation of e-marketing strategies so that it will be able to reach more customers across all demography. Gap Inc. also needs to expand its store and bring in new product lines, boosting old-fashioned apparel. Moreover, the company should invest in technology to reduce over-reliance on raw material resources such as cotton (Zhang et al.,2020). The technological innovations will make the company beat its rivals in terms of pricing since Article Error (ETS adopting new technologies in production will translate to low production costs and hence low prices for their products in the market. Through that, the company will have gained a competitive advantage over its rivals (Granulo and Tanović, 2020). Gap Inc. should consider investing much in research to work on its weaknesses. It is through research that the company will be able to make an informed decision before entering a new market. Through the research, the company will also be aware of where to source its raw materials and the existing legal operation procedures in the area (Lee et al., 2020).

TOWS matrix


-Franching opportunities Global Brand recognition

its strengths in an as efficient manner as possible to bring those opportunities into Growing online execution.


ST-By proving franching opportunities to the interested franchise on easy terms (ie, low percentage of proft), GAP Inc can maintain dominating position in its Industry

Weakness Depending on outside vendors for its goods and Asset under utilization

50-GAP Inc needs to utilize WO GAP Inc needs to align with expansion strategy to reduce depending on outside vendors for its goods that might benefit GAP

  1. GAP needs to be more customer oriented that might help Gap to be released asset from

Opportunities: “Market size for women’s apperal

Figure: Gap’s Inc TOW matrix  Conclusion

The Global Apparel Phenomenon, or GAP, is an internationally recognised fashion apparel and accessories retailer. The company’s portfolio includes several distinctly designed brands. The Proofread (ETS brand has earned a solid reputation because of its dedication to producing high-quality products that look great. It has launched numerous marketing initiatives, with client satisfaction as its top goal. Many people shop there because of the wide selection of stylish, comfortable, and reasonably priced clothes. The company’s product offering has grown through continued brand acquisitions. Customers are not interested in or motivated by anything Gap Inc. If the company’s products have not been modified to work in different climates and conditions, there is little use in expanding to new countries. In order to reclaim its former market dominance, the company needs to implement a rigorous marketing mix.


The leadership of this company might benefit from several suggestions. The Organization’s management needs to eliminate all the inefficiencies that have built up inside the company. Executives should utilise information technologies to concentrate on the operations of their distribution network. These methods can be used to pinpoint specific actions that add unnecessary costs. Using an information system is one way a business can learn which products are selling well. Therefore, issues like stockouts and product shortages will not be an issue for Gap. These Sp. (ETS are the key advantages of using this method. Further, the corporation should give inventory control more of its focus so that new goods can be introduced more quickly. This is a vital responsibility as Gap’s market share continues to decline as a result of competition from both new local as well as international companies. The corporation can triumph over numerous external environmental issues by locating and fixing its internal flaws.

The success of the business hinges on completing these duties. As a result of implementing this plan, the company will be able to maintain its financial health and continue to earn the confidence of its shareholders as well as investors. Furthermore, the corporation might launch a new venture and launch new brands with the aid of this strategy. In the end, they are the most important objectives to meet. If management is up to the challenge, the company will survive the economic downturn and the competition from other businesses. Therefore, these suggestions may contribute significantly to Gap Inc.’s continued success in the future.





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