Analysis of Strategic issues:

Strengths:

Franchising opportunities

Strong financial position

Strong multi brand portfolio

Global Brand recognition.

Weaknesses:

Depending on outside vendors for its goods.

Asset under utilization.

Decreased return on asset and equity.

Analysis of Strategic issues:

Opportunities:

Market size for women’s apparel

Great opportunity for growth in Asia

Growing online retailing trends

Growth opportunity for Gap kids

Threats:

Competitors

Economic

Increase in the market for counterfeit goods.

Weighted

Score

Internal factors Weight Rating comments

Strength:

1. Franchising opportunities

2. Strong financial position

3. Strong multi brand Portfolio.

4. Global Brand recognition.

Weaknesses:

1. Depending on outside

vendors for its goods.

2. Asset under utilization.

3. Decreased return on asset

and equity.

15

10

13

12

20

15

15

4

4

2

4

3

2

1

60

40

26

48

60

30

15

Statistics says Franchising

opportunities and Global Brand

recognition are most

considerable strengths for GAP Inc.

Statistics says that Depending on

outside vendors for its goods

and Asset under utilization.

the most considerable weakness for

GAP Inc.

IFAS

Weighted

Score

External factors Weight Rating comments

Opportunities

1. Market size for women’s

apparel

2. Great opportunity for growth

in Asia

3. Growing online retailing

trends

4. Growth opportunity for Gap

kids

Threats:

1. Competitors

2. Economic.

3. Increase in the market

for counterfeit goods

20

15

15

10

20

15

15

4

2

3

4

3

2

1

80

30

45

40

60

30

15

As per the cal. Market size for women’s appareland Growing online retailing trends are most considerableopportunities for GAP Inc

Statistics says,competitors is the mostconsiderable threat for GAP Inc

EFAS

Strength:

•Franching opportunities•Global Brand recognition

Weakness: •Depending on outside vendors for its goods and•Asset under utilization

Opportunities: •Market size for women’s apperal

•Growing online retailing

SO- GAP Inc needs to utilize its strengths in an as efficient manner as possible to bring those opportunities into execution.

WO- GAP Inc needs to align with

expansion strategy to reduce

depending on outside vendors for

its goods that might benefit GAP

inc.

Threats:

•Competitors

ST- By proving franchingopportunities to the interested franchise on easy terms (i.e., low percentage of profit), GAP Inc can maintain dominating position in its industry.

TW- GAP needs to be more

customer oriented that might help

Gap to be released asset from

utilization.

TOWS matrix