write paragraph critique about a fellow student's case analysis (that has been chosen and assigned by the instructor). The critique should be concise and compelling and should propel a broader discussion among the rest of the class. Your book will serve as a resource, but research is required to support recommendations.

To complete the peer critique, you will prepare paragraph critique that addresses the following questions:

• Does the analysis present key information clearly and effectively?
• Are the key points presented in the case supported by information from the case and/or research?
• What components do you feel are most compelling?
• What components do you feel could be more fully supported?
• Overall, were you convinced with the analysis presented in the case?

The Fellow student's case analysis is written below-GAP

Table of Contents

Background..........................................................................................	Pg 3
Introduction..........................................................................................	Pg 3
Identification of GAP Inc...........................................................................	Pg 4
Mission, Vision, Objective and Strategies.......................................................	Pg 4
SWOT Analysis.....................................................................................	Pg 5
Strengths.....................................................................................	Pg 5
Weaknesses.................................................................................	Pg 7
Opportunities.................................................................................	Pg 7
Threats.......................................................................................	Pg 9
Conclusion...........................................................................................	Pg 10
References...........................................................................................	Pg 12

Background

Founded in 1969 by Doris and Don Fisher the GAP opened their first store in San Francisco, California with a simple solution to fashion "make it easier to find a pair of jeans that fit with a commitment to do more" (the GAP) has been a core corporate value for the company. The name 'GAP' was chosen to reflect the company's commitment to meet the needs of every customer "from the growing differences between children and adults, called 'the generation GAP'" (Fun Trivia).For over 50 years, the GAP grew and established seven brands with their unchanging "commitment to do more has grown into a global ambition to champion equality, inclusivity, and sustainability" (the GAP). Taking pride in the clothing they design for their customers that are stylish and environmentally friendly sets the GAP apart from other apparel stores.

Introduction

The GAP Inc. is in the international market for retail, the business specializes in fashion and accessories aiming to offer prices at competitive rate. GAP Inc. has been known for closet essential clothing that is simple and has a casual feel which can reach many audiences and a wide range of customers. The corporate vision for the GAP Inc. is to be known as a go to place for everyone, male, female, children and babies for stylish and affordable clothing. The company also owns and operates Old Navy, Banana Republic, Athleta, and Intermix and operates in more than 90 countries world-wide (Gap Inc., 2021). The company also has a strong sense of creating products and environments that fit with its purpose, they also intention to do right by their employees, community, and the planet.

Identification of GAP Inc.

The fashion realtor has been using omni-channel abilities to create an enhanced shopping experience and trying it best to innovative and improve as a company. The competition in the clothing industry is high as there are rumours companies that offer similar or enhanced shopping experiences, products, and designs. Their hardest task has been establishing themselves in the market even with owning Old Navy, Banana Republic, Athleta, and Intermix. GAP invested in purpose-led marketing in relevant categories such as Active and Fleece which allowed them to gain meaningful market share quarter-over-quarter in a fragmented environment (Gap Inc, 2022). GAP also expanded its market and incorporated GAP Homewhich sells furniture, rugs, decor, bedding, and bath options available only at Walmart. The brand is constantly looking for ways to improve by unique brands and launching new categories and this will help them achieve growth in domestic and international environments.

Mission, Vision, Objectives, and Strategies

GAP Inc. has a mission statement of "to democratize fashion and make shopping fun again. To bring incredible style and quality to families the world over" (Gap, 2022). This statement showcases that the brand is committed to customer satisfaction and highly prioritizes for their customers to enjoy the shopping experience and have fun. In the past GAP was known for their famous GAP jeans, today the company has expanded and provides more options to customers. The brand also wants to be seen as family friendly in the past part of the statement, this shows that the brand offers convenience to busy families and parents. The brand wants to be seen as a one stop shop that offers an array of products for everyone. GAP Inc. has the following vision statement "creating opportunities for the people and communities touched by our business throughout the world" (Gap, 2022). This vision statement indicates that the company wants to offer people the best opportunities through its brand, clothing, and campaigns. As a result, this statement satisfies majority of the criteria of the 5-out-of-5-test (David & David). The GAP is committed to improving the quality of life and puts resources into programs that help the environment. Some of GAPs business objectives include empowering women and human rights, they have 804,000+ women and girls reached since 2007 (Gap Inc, 2022). They want to enable opportunity and have goals to reach 20,000 youth with their campaign and 9,113 youth have participated since the program launched in 2007 (Gap Inc, 2022). They also aim to create equality and belongingness and enrich communities with initiatives that include biodiversity, climate, waste and circularity and water. GAP Inc. has a strategy that speaks to its customers and the environment, they want the world to come together and create change. "All of us need access to opportunity if we are going to reach our fullest potential, and we also need a healthy planet in order to thrive" (Gap Inc, 2022). They aim to be sustainable for the long-term and have goals for innovation and growth, they desire to test new ideas, give customers more and invest in new solutions.

SWOT Analysis

The importance of a SWOT Analysis is to recognize and develop strategies a company can do to gain greater market share. By continuing to build upon their strengths, eradicate weakness, exploring external opportunities, and identify possible threats are essential for the survival of the company.

Strengths - Internal Factor

• Brand portfolio - Globally recognized multi-brand collections

The GAP has stores in over 90 countries worldwide allowing the company to assess and address consumers needs across international boarders. Each of the seven brands under the GAP umbrella target multiple customer segments.

• Inclusion, Equality and Diversity

Woven deeply into the corporate fabric of the GAP is inclusion, equality and diversity and has been at the forefront of their business culture since their inception. "Gap Inc.'s approach to gender inclusion is unique in that it does not target a specific diversity challenge; instead, it leverages Gap Inc.'s long-standing culture of equality and inclusion as a business tool to attract top talent, advance women's representation globally, increase employee engagement and retention, and drive business results" (Catalyst)

• Efficient supply chain

The GAP is comprised of thousands of employees from across the globe working together tocreate the right garment, at the right price and available at the right time. "We are uniquely positioned to drive transformative change in the retail industry through both brand collaboration and mill partnerships with some of the best vendors in retail" (GAP Inc.). A well-established supply chain provides operational efficiency and is the essence for the entire portfolio of the brand network.

• Sustainable business practices

Each brand under the GAP umbrella designs products with the environment in mind. Sharing strategies and techniques between brands and to the fashion industry underpins the GAPs commitment to produce apparel responsibly. By the end of 2021, the GAP sources "100% of cotton from more sustainable sources" (GAP Inc) and has implemented a denim wash program called "Washwell- a denim wash program that conserves water in the laundry stage of production - the process is now used across all of our brands" (GAP Inc). The Washwell program has saved "over 402 million liters of water since 2016" (Gap Inc).

Weakness - Internal Factor

• Declining brand popularity

Declining sales has led to store closures around the world. "Gap Global net sales were down 19percent and comparable sales were down 6 percent, as Gap brand's global footprint was impacted by Covid-mandated store closures and restrictions in Canada, China, Europe and Japan, while North America comparable sales were positive" (Singh). The parent company the GAP is losing market share to other competitors including brands under their own umbrella that sell similar products at a price point that is more appealing to today's consumers.

• Style and variety

The GAP provides a relaxed essential style with limited variety."Once the most sought-aftercasual apparel brand, Gap Inc started losing its touch after the recession when U.S. buyers gradually moved to fast-fashion players in search of relatively fashion forward merchandise" (Trefis Team) and the GAP may not be able to reverse this trend anytime soon.

• Increasing competition

Competitors today are increasing and creating customer-centric fashion apparel.On-line shopping and fast fashion have deeply impacted the brand and many consumers today are brand switching to achieve a similar look at lesser cost.

Opportunities - External Factor

• Foreign and International market expansion

"Gap Inc plans on closing in on untapped potential in Asian markets, preparing the launch of OldNavy, following Gap's Asian success" (Guinebault). With affordable apparel increasing throughout Asia, expansion into these markets would be lucrative.

• Omni-channel marketing

Providing omni-channel shopping around the globe would prove to be an excellent businessstrategy for the GAP to integrate both the online and traditional brick and mortar shopping experience. "The objective is to drive store traffic and conversion, while meeting the needs of customers who increasingly demand an integrated shopping experience" (Guinebault).

• Revamp their portfolio

Revamping and revitalizing the strengths of all seven brands under the GAPs Inc., umbrella ensures revenues will grow with changing markets. Through an "expansion of the Old Navy and Athleta brands, reducing product assortment and rethinking its store footprint to move away from traditional shopping malls" (Digital Commerce) and investing heavily into their online presence will generate revenue growth.

• Environmental policies

Fashion is in a continuous state of evolution and so are the methods of creating fashion. As moreconsumers are aware and conscious of their purchases and purchasing decisions, The GAP Inc., is in a great position to take advantage of the policies and practices that are already implemented within the organization, and they have the potential to capitalize on their expertise.

• Leverage the pandemic

With traditional brick and mortar stores suffering greatly throughout the pandemic, "[o]ne way a number of retailers including Gap have been able to slash costs is by paying less in rent and renegotiating leases with landlords during the pandemic" (Thomas). Renegotiating rental agreements and leases could provide the company with additional cash flow.

Threats - External Factor

• Declining sales and profits

Consumers today have so many choices when deciding where and what articles of clothing to purchase. "In 2019 the Gap brand made $4.7 billion in sales down 24.8% from 2014 when its sales were $6.2 billion" (McKinnon). This is partially because many people today are experiencing financial struggles and simply have less money to spend.

• Operating expenses

"Gap's operating costs are half of the company's largest expense" (Trefis Team). Additionally, unforeseen supply chain issues directly impacted the GAP's bottom line. The GAP "invested in air freight to help mitigate some of the port congestion challenges over the holidays" (Thomas) and as a result, these added expenses impacted profits.

• Competitors

It recent years, it would appear as though the Gap has lost their focus and are simply underperforming. The GAP's inability to keep up with fashion trends has meant "They have shown few signs of increased ability to compete with Zara, H&M, Winners, Uniqlo and American Eagle Outfitters, along with traditional department stores like Hudson's Bay Co. and Macy's Inc." (Olive).

Limitations of SWOT Analysis for the GAP Inc.

SWOT analyses are widely used in business today as a planning tool, however there are some limitations in the analysis. Factors in the analysis can be a strength and a weakness or even an opportunity at the same time. The GAP's environmental sustainability initiatives for example could be identified in each category of the analysis depending on the local regulations in place where the product is manufactured. Additionally, this SWOT analysis is high level and does not illustrate how to achieve a competitive advantage or implement the changes throughout the organization. In essence, any single analysis cannot determine the competitive advantage for the overall health of the company.

Conclusion

The GAP is an American icon that is recognized virtually everywhere around the world. The vision of Doris and Don Fisher to make fashion accessible and available to everyone has made the GAP a household name. The GAP has deeply woven their mission and vision statements into every facet of the company, from the people to the fabric make the GAP Inc. a truly remarkable company. The GAP Inc. has many strengths that can be utilized to ensure continued success to the brand if the pursuit of the opportunities identified will be fruitful especially if the Asian markets are as lucrative as they are perceived.Leveraging the strength and consumer commitment to all brands including Old Navy and Athleta brands which are the fastest growing and largest contributors to overall revenue at the GAP Inc. will position the company to experience continued growth as the traditional go to market landscape that is evolving due to the global COVID-19 pandemic.Like many brick and mortar retailers, the GAP has been forced to change their entire go to market strategy virtually overnight. Creating sustainability for the GAP is one way to ensure profits, however "rapidly changing fashions in both the apparel and the stock markets, will want a bit more evidence" (Olive) before investors begin committing to the GAP consumers must see value in the products the GAP Inc. is providing.Realigning their market strategies that leverage their global supply chain including investing into the Asian market will only strength the value proposition at the GAP. Reducing overhead and renegotiating rental and lease agreements at their brick-and-mortar stores will provide the necessary financial means to ensure the long term viability and future success of the GAP.