Gaps Segmentation Strategy

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------------------------------------------------- What is a Segmented Marketing Strategy? ------------------------------------------------- Market segmentation is a marketing strategy that involves dividing a broad target market into subsets of consumers who have common needs and applications for the relevant goods and services. Depending on the specific characteristics of the product, these subsets may be divided by criteria such as age and gender, or other distinctions, like location or income. Marketing campaigns can then be designed and implemented to target these specific customer segments. ------------------------------------------------- Write a brief synopsis and bring to class to share: The Gap pursues a segmented market strategy with three main tiers of retail clothing stores: The Gap, Banana Republic, and Old Navy. Is this strategy enhancing the competitive positioning of the parent company (The Gap)? Is it increasing the cost and lowering the profit of the parent company? Or, is the parent company competing with itself? ------------------------------------------------- Feel free to do some online and offline research to find out what you can about these three companies and be prepared to have a class discussion on what you have discovered. This should be a brief synopsis and not a thesis or paper. ------------------------------------------------- The Gap, Inc., commonly known as Gap Inc. or Gap, is an American multinational clothing and accessories retailer founded in 1969 by Donald G. Fisher and Doris Fisher. The net sales of the company in 2011 were $14,500 million and its products are currently sold in 90 countries around the world through 3,000 company-operated stores, about 250 franchise and e-commerce web sites. With respect to GAP´s marketing strategy, it has to be said that the company operates in the market with several brands. On

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