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Competitive Strategies Case Study

Case Title:

The Challenge in Store for Gap Inc.

Publication Year : 2005

Authors: Ms. Mridu Verma

Industry: Retailing


Case Code: COM0231P

Teaching Note: Not Available

Structured Assignment: Not Available

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When Paul Pressler (Pressler) takes charge of the loss making Gap Inc in October 2002, its three brands –Gap, Banana Republic and Old Navy are losing market share. Though Pressler manages to bring the company back into black, he realises that he cannot take the nascent turnaround for granted. He believes Gap has to target a whole new kind of customer -- one who does not currently shop at the company's Gap Old Navy, and Banana Republic stores, to sustain the growth momentum. He extends the existing brands and launches a new brand – Forth & Towne— targeting a new but extremely crowded segment. Will the new chain be as successful as its sister brands?

Pedagogical Objectives:

  • The case discusses Pressler’s turnaround strategy and his efforts to reposition Gap Inc, Banana Republic and Old Navy.

Keywords : Turn-around, Banana Republic, Old Navy, Marketing Strategies Case Study, Retail

Contents : 
Gap Inc under Pressler
Banana Republic

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