Table of ContentsOverviewMarketingProduct:Price:Location:Promotion:EthicsWorking Conditions:Environmental Impact:Animal Welfare:Customer RelationsBibliographyOverviewGap Inc. was founded in 1969 by Donald and Doris Fisher in San Francisco, California, with a single store and a handful of employees. The whole idea was to make it easier to find a pair of jeans and commit to making more of them. Originally, we sold Levi's, records and cassettes (eight titles). Today, The Gap counts three of its fashion industry's most prestigious brands – Gap, Banana Republic and Old Navy – among the world's largest specialty retailers. As of February 2019, Gap Inc. had more than 150,000 employees supporting approximately 3,300 company-operated stores and more than 400 franchised stores in Asia, Europe, Latin America, the Middle East and Africa, as well as e-commerce sites and continues to grow. . In 2004, the Gap had tax revenues of $16.3 billion. Its global headquarters are located in San Francisco, its product development offices are located in New York, and its distribution operations and offices coordinating outsourcing activities are located throughout the world. “Levi's for Guys and Gals” was one of the company's first slogans. In 1982, Gap began manufacturing its own private label products, and in 1991 it stopped offering additional brands altogether. The name comes from the gap between children and adults, known to the hippie movement as the "generation gap." Gap Inc. is listed on the New York Stock Exchange under the symbol GPS. Say no to plagiarism. Get a tailor-made essay on “Why violent video games should not be banned”?Get the original essayMarketingA marketing mix is ​​developed to meet certain needs better than the competition by identifying a target audience and recognizing the needs of its consumers /organizations. Product, promotion, price and place are the four main decisions to consider when making a marketing mix decision. Below you will find the description of Gap's marketing mix (4Ps). Product: Gap Inc. is a global clothing retail company with multiple brands. The company sells clothing, accessories and personal care items for men, women and children. Over time, the brand has expanded its portfolio by introducing new brands. Here are the main portfolio companies of Gap Inc: Old Navy: Old Navy is a leading clothing and accessories brand. Its products mainly include important and current American articles, accessible to everyone. The company's democratic design and its trendy, fun, ambitious, accessible and high-quality products are recognized. With products ranging from t-shirts to jeans to seasonal classics, customers will always find something for their family. Gap – Founded in 1969, it is one of the largest iconic clothing companies in the world. The brand's look is rooted in a relaxed and hopeful Americana style. It offers a range of outdated clothing with all the jeans, teas, button-down shirts and khakis along with the required trends. Yet the company also offers items under different brands such as the Gap Kids, Baby Gap, Gap Maternities, Gap Body and Gap Fit lines for particular parts of the markets, as well as adult accessories and clothing. Banana Republic - Founded in 1978 and purchased by Gap Inc. in 1983. Travel and adventure outfits were produced by a two-warehouse company. Today it is a global brand of clothing and accessories, which offers new classics. The companyoffers clothing, eyewear, jewelry, accessories, handbags and perfumes, all for people with the best fabrics and products and at all paces of life. Household items in specialty stores are available to consumers around the world. Athleta – Athleta is a sporty and healthy brand for women. Since 1998, Athleta has been popular. The brand was developed by and for female athletes. This brand is synonymous with high quality fitness and lifestyle. In 2016, Athleta launched a branch that meets the expectations of the next generation. Athletes' products can be sold inside branded stores in the United States or online worldwide. Intermix – the name Intermix is ​​a company suggestion. This mixes fashion designs in surprising ways and maintains the uniqueness of each style. The company maintains models from the most famous and renowned designers. In the United States and Canada, consumers can purchase their products in supermarkets or anywhere online. Hill City – Launched in 2018, it is a company that provides people with high-quality clothing. It offers all kinds of outfits from weekdays to weekends.Janie and Jack – Janie and Jack is a luxury fashion retailer in the children's market, from Gymboree Group Inc. It still markets its products on online platforms through its 100 stores in the United States. The company offers unique and creative designs, along with its high quality. Price: Gap is the market leader in its division in the United States. The clothing industry is very competitive and, therefore, in its marketing mix it pursues a competitive pricing policy. American Eagle Outfitters, Urban Outfitters Inc and Macy's Inc. are its main competitors. By reducing costs in order to offer low prices for quality products, Gap preserves its market share. Demand for GAP goods is inelastic (clothing is a basic necessity), although the market remains cost sensitive. Customers buy clothes that cost them less. Gap has changed its focus since 2014 towards a broader target market. He streamlined operations to reduce costs and prices. Due to several options, the power of suppliers in the sector is further reduced. A combination of psychological and cost strategies in the product line are combined with Gap's current pricing strategy. He did this by finding his retail inventory. Transport costs have therefore been reduced to a minimum. This thus preserves its competitive advantage in terms of price by optimizing operations. Place:Gap has an extensive distribution network that ensures a strong global presence. The items can either go to the supermarket or direct the product's Gap stores to the wholesaler, for customers to purchase. Gap Inc. itself operates more than 3,700 stores. The majority of stores are open all year round. Some stores are located in the United States themselves. Retailers are built using online and offline networks. Gap allows its customers to shop on the same platform for different brands. More emphasis is placed on the Internet distribution channel. And third parties such as Amazon are available to Gap Inc. customers for clothing or products. Additionally, customers can search the official website for the address of the store closest to their location. A distinctive aspect is that Gap items are often returned to stores to please shoppers, whether purchased online or not. All over the world, Gap Inc is remembered. In most metropolitan cities around the world, this brand is easilyaccessible. Although the number of independent stores in Gap is lower than the total (only 20%), Gap's presence worldwide has been facilitated by the net presence and third-party stores. Promotion: Gap Inc sells its brand and its products through a number of platforms. It also runs marketing campaigns from time to time to promote its products and styles. Gap aired the “Meet me in the Gap” Christmas ad in 2018. The campaign delivered the message of kindness and progressive progress, designed to excite Gap fans. The campaign ran live and covered TV, web, social, in-store and digital promotional activities in November 2018. In addition to promotional advertisements, the company uses other collaborations and promotions to create awareness and branding of its collections . In November 2018, GQ's "Coolest Designers on the Planet" menswear line also launched, a campaign that celebrates American and foreign designers. Old Navy also uses these services, promotions and alliances to promote its brand. This helps encourage and increase brand awareness. To mark International Women's Day in March 2019, Old Navy launched a campaign to inspire and empower women. Some labels in Gap's portfolio, such as Athleta and Intermix, often use such advertising strategies to increase brand recognition and reach their supporters. Gap Inc. also aims to simplify its marketing strategies using data collection and personalization. Customer experience has become the cornerstone of effectively selling a brand. This is why companies are increasingly striving to personalize and provide the most secure installation and online experience. In recent years, Gap Inc. has also obtained more data from its advertisements, so that each customer receives personalized and distinctive information. EthicsWorking conditions: In 2004, Gap Inc. reported the first social responsibility, which leads to the cessation of business between the San Francisco-based company and 136 factories due to problems such as the use of child labor, physical violence, hygiene and health problems (Smith, 2004). Again in early 2018, Gap allegedly sexually and physically abused female workers in Asian factories under pressure to meet fashion deadlines. In response to the report, Gap said it would investigate the allegations to be prepared to address the issues (Hodal, 2018). According to the Ethical Fashion Report 2018, Gap has started to improve working conditions. The study addresses factors such as pay rates, fairness and empowerment programs in the workplace. The highest rating was given to Gap for its Supplier Code of Conduct in its supplier agreements. Gap also tracks much of the supply chain and lists some suppliers in the public domain. Unfortunately, Gap only audited several facilities tracked over a two-year period and limited employee empowerment programs. For Gap, there's always a lot to change.Environmental impact: In 2014, "Toxic Threads: Polluting Paradise" released a report claiming that Gap's latest ad campaign had turned the Citarum River into a multi-colored mess. Industrial wastewater containing a wide range of hazardous substances from Gap factories was discharged directly into Indonesian waters (Elks, 2014). In honor of Earth Day 2019, Gap Inc. revealed new commitments aimed at encouraging the company's use of more sustainable materials to reduce environmental impacts 2020].