Marketing 강의 수강 중 제출했던 GAP 케이스 스터디입니다. (영문 5P)
global apparel industry의 경쟁이 날로 치열해 짐에 따라 GAP 은 몇 가지
문제에 봉착하게 되었으며, 이를 어떻게 해결하여 더 나은 기업으로 나아갈 수
있을지에 대한 해결책을 제시하였습니다.
2. Current situation & problems of Gap Inc.
Having 3 brands and planning to introduce the forth brand now, Gap is one of the biggest apparel retailers and has once enjoyed outstanding growth rate and market share between 2002 and 2003. However, there are some trends which have been going on for a period of time in the apparel industry. First, consumers are spending less on clothes. Second, baby boomers, the segment attractive to apparel retailers, are getting older. And third, the average size of clothe for American consumers is getting bigger. ...