Gap Inc has been criticized for several years as trying to be “all things to all people.” Exactly what is wrong with this positioning? What is the problem with attempting to appeal to everyone? Explain.

Special Question 1. Gap Inc has been criticized for several years as trying to be “all things to all people.” Exactly what is wrong with this positioning? What is the problem with attempting to appeal to everyone? Explain.

Special Question 2. Be a consultant for Gap Inc. How should the company be changed to become successful again?

A. Identity of Business. What does the firm do?

What is its business model? How does it make money?

Who are its target customers? What is the competitive landscape?

How hard or easy is it for a new competitor to enter? B. Problem What needs to be adjusted or improved?

What are the obstacles to better business performance?

If the business is having difficulties what are the sources of the problems? (Consider – internal management shortcomings, aggressive competitors, change in preferences of target customers, new technology, …) If the business is doing fine what threats can you identify that management should pay attention to? C. Recommendations What is your advice to top management?

Be sure to support your advice with logical arguments. What are the alternatives to your recommendations and why are they not so good?