Several hundred Gap stores are located outside the United States; key country markets include Canada, the United Kingdom, Japan, and France. Gap is a global brand, but recently the company has struggled to connect with customers in the United States. Gaps online sales fell 7.2%, according to Digital Commerce 360. Also, their digital sales fell by 99% in the quarter ended April 23, 2023. Despite these problems, the company continues to expand overseas. China presents an opportunity for Gap to increase revenues and profits in a major non-U.S. market. According to A.T. Kearneys 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:

New CEO of GAP, Richard Dickson vision and focus is to reinvigorate the brands appeal in an effort to boost sales. His focus is on the Chinese market. In China, Gaps management team has responded to this situation by selectively targeting Beijing and Shanghai, two cities with high population densities. An online store, www.gap.cn, serves as an alternative channel with a potential reach of several hundred million consumers.

Richard Dickson has contacted you as a team of international Marketing consultants to design a NEW global marketing program that is aligned with his new vision for the brand for the lucrative market mentioned above which he has keen interest in. The Marketing program should focus on the following sections:

1. An Introduction: A cultural Analysis of the chosen country and explain why this choice would have a positive impact on the marketing of GAP. The chosen country is China