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Gap Inc Summary

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Submitted By machado2011
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• Gap Inc. has the components of a global retailer: centralized, standardize, and vertically integrated o (They look for countries that will except their company as is without much change… this is true to Gap Inc. the biggest change in their merchandise came during the move to Japan where they altered their clothing size to fit them)

• Although most of gaps revenue (about 89 %) comes from domestic sales, it has expanded internationally to the United Kingdom, Canada, Germany, France, and Japan
• Gap Inc. has acquired several other brands in order to expand its target market while still staying true to its original Gap aesthetics
• An example of this took place in Germany. While moving its company there they realized it was not brining in revenue, in fact it was the companies smallest international business. Gap, Inc. decided to acquire H&M in order to optimize their growth.
• Brands Include: Gap, Banana Republic, Old Navy, Intermix, piperlime, and athleta
• More then 150, 000 employees and approximately 3700 stores worldwide
• -400 franchise stores
• -United Kingdom: In 1987 gap opened their first store outside the United States, which was located in London. Today there are approximately 189 stores located in Europe
• Canada: gap Inc. largest international market. In 1998 Canada was introduced to its first gap store. Gap has continuously kept the strategy of opening big stores, their biggest, and extensive advertisement strategies in Canada
• -Germany: 1990s, Gap made its way to Germany. This proved to be the Companies smallest international business…here they changed their strategy by relocating their investment into Swedish retail, by selling its German operations to H&M In 2004
• -France: here Gap added value tax to their merchandise to not only increase their prices but also make a stand in this new competitive atmosphere. Uniqueness was a key

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