Scenario:

As of 2010, Gap's retail operations included about 2,500 stores in the United States and more than 500 stores internationally. The company sources most of its clothing from apparel factories in Honduras, the Philippines, India, and other low-wage countries. In China, it recently opened four stores and established an e-commerce operation. Which world region will be the driver of future revenue and profit growth?

Several hundred Gap stores are located outside the United States; key country markets include Canada, the United Kingdom, Japan, and France. China presents an opportunity for Gap to increase revenues and profits in a major non-U.S. market. According to A.T. Kearney's 2011 Global Retail Development Index for Apparel, China is the No. 1-ranked emerging market opportunity for apparel. Also, "American style" is in high demand in many parts of the world.

Question: (Beijing)

Gap is a global brand, but recently the company has struggled to connect with customers in the United States. Gap's management team has contacted you as a team of Chief International Marketing Consultants to design a global marketing program. They have asked you to respond to their situation by selectively targeting Beijing in China, two cities with high population densities, where sales might be very strong. The brand already has a strong online presence, www.gap.cn, which serves as an alternative channel with a potential reach of several hundred million consumers.

Here are some different accounts of the GAP Brand for the GROUP/ FINAL PROJECT

https://drive.google.com/file/d/1oiYwtol1N_yI9U0vVPGmxJ1M3bBJ9cLC/view?usp=sharing

The Marketing program should focus on the following

To do:

1. Brief company profile and assumptions.