Gap Case Essay

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Company | Gross Margin Ratio for 2009(Revenue-Cost of Goods Sold)/Revenue | American Eagle | 0.39 | Abercrombie and Fitch | 0.64 | Ross Stores | 0.23 | TJX Companies | 0.24 | Gap Inc. | 0.38 | Company | Gross Margin Ratio for 2009(Revenue-Cost of Goods Sold)/Revenue | American Eagle | 0.39 | Abercrombie and Fitch | 0.64 | Ross Stores | 0.23 | TJX Companies | 0.24 | Gap Inc. | 0.38 | This map was determined using both mathematical calculations as well as judgement that was based on the 2009 financial numbers and the details of the case. In order to determine the price level, the gross margin ratio was calculated, as displayed in figure __ using the formula: (Revenue-Cost of Goods Sold)/Revenue. A company with a higher gross margin indicates that they have a higher mark-up on the goods sold, thus a higher price. The criteria for determining the quality of the product were based on judgement using the details of the case. For example, companies that offered a higher discount rate, such as Ross Stores with 70% discounts, were ranked lower in terms of quality. Strategic Implications The strategic map, along with the case facts, displays how businesses that offer discounted products, such as Ross Stores and TJX Companies, are beginning to rise and dominate the industry. This is evident, as both of these companies have gained over 2% in market shares since 2009, while Gap has been losing market shares, down 3.6% since 2006. The growing market of discount buyers means that companies, such as Gap and American Eagle, will have to soon decide whether they want to enter this emerging market or turn to offering higher quality products and attempt to compete with stores like Abercrombie and Fitch, whose market share is small but has remained consistent. It has become evident that remaining in the middle of these two markets, the

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