GAP CASE ANALYSIS OVERVIEW

Below you will find an outline for how I expect your GAP Case to be set up$.$ Please follow this

outline and answer the questions included in each section. I expect the analysis to be no more

than $5$ pages $($excluding appendices$).$ Please label each section in your report $($it helps with

grading$).$

Case Report For GAP Case

$1.$ Recommendation: The first sentence should be your recommendation. What do

you recommend GAP do$?$ You don$$t need explanation here, just tell me what

you recommend concisely.

$2.$ Problem Definition. What is the main decision that the executives at GAP

needed to make? Be specific and tell me exactly what you think is the problem

that they are facing. How you define the problem and the decision is completely

up to you. Please use real numbers to support your reasoning.

$3.$ Research Insights $1.$ Why is Gap doing poorly in $2017?$ Use numbers from the

case to support your claims here. Compare year over year sales.

$4.$ Research Insights $2.$ Was Peck correct in firing his creative directors and

replacing them with a big data$-$driven creative process? Why or why not? Again,

support this with numbers from the case. What were the advantages and

disadvantages of this? What do you predict will happen to Gap$$s sales going

forward as a result of this decision?

$5.$ Research Insight $3.$ Should Peck allow Gap Inc$$s brands to be sold on Amazon?

Why or why not? What are the opportunities and challenges associated with this

plan? Use numbers from the case to support your reasoning. If Gap does decide

to sell through Amazon, should the company be a wholeseller or a third party

seller? Why $($with numbers from the case$)?$

$6.$ Research Insight $4.$ What is your assessment of Product $3\mathrm{.}0?$ How would you

improve it$?$ Use data from the case to describe what you think the

improvements should be$.$ Make sure to back up your claims with potential

revenue and profits.

$7.$ Quantitative and Qualitative Evaluation of Strategic Alternatives. What are $3$

options that the Gap can realistically do$?$ What is the best, worst and likely case

scenario for them if they do each of these $($think in terms of market share,

competitive advantage, brand awareness for example$)?$ Use the format attached

at the bottom of this document to do this analysis. Place the chart in the

appendix and then discuss the best and worst case scenario for the alternative

that you are choosing as your recommendation in the paper itself. Please use

real numbers to support your reasoning. This case includes specific numbers that

you can use, please do$.$

$8.$ Decision$/$Recommendation$/$Rationale$.$ Finally, tell me again what you think Gap

Inc. should do$.$ Make sure to include how you would define success here and

ensure that you include specific numbers from the case to support your decision.

Use SMART goals in your success definition. Also ensure that you include

specifics as to the timing of this success.

$9.$ Appendices. Use the appendices for whatever makes sense to not go in the

paper. Most math should be in the appendix, and include any specific content

examples that you think would be helpful.

Finally, YOU NEED TO INCLUDE SPECIFIC ASSUMPTIONS THAT YOU MADE IN

THE APPENDIX! Each case is going to include some form of an assumption,

information that the case did not give you that you had to assume. You need to

tell me explicitly what assumptions you made and why they are reasonable. You

will lose $25$ points automatically if you do not include assumptions. Please, make

assumptions and tell me why they are reasonable.

APPENDIX A $$ Strategic Alternative Evaluation

This is an example of a strategic alternative evaluation format which will help you to

more systematically compare and contrast your alternatives.