$1.$ Why is Gap doing poorly in $2017?$

$2.$ Was Peck correct in firing his creative directors and replacing them with a big data$-$driven creative process? Why or Why not?

$3.$ What do you predict will happen to Gap Inc.$$s sales going forward as a result of this decision? How will it affect each of its brands$$ equity?

$4.$ Does the big data approach work for all three of Gap Inc.$$s primary brands: Old Navy, Gap and Banana Republic? Why or Why not? Which brands are better$/$worse served by this strategy? Why?

$5.$ Should Peck allow Gap Inc.$$s brands to be sold on Amazon? Why or Why not? What Opportunities and Challenges does this plan present? If Gap sells through Amazon, should the company be a wholesaler or a third party seller? Why?

$6.$ What is your assessment of Product $3?$ How would you improve it$?$

$7.$ Would you change other elements of the marketing mix to address Peck$$s problems? Which ones and how?

$8.$ For which purposes is bid data$/$predictive analytics more or less useful in marketing? As we move into a world filled with more data, what is the role of art versus science in marketing? Under which conditions should $$science$$ rule and what conditions should $$art$$ rule?