Introduction:

(Gap) is a leading international specialty retailer oIIering clothing, accessories and personal care

Products Ior men, women, children and babies under the Gap, Banana Republic and Old Navy

Brand names. Gap operates more than 4,100 stores in the United States, the United Kingdom,

Canada, France, Japan and Germany and employs nearly 165,000 employees world-wide. Over

The past two years, however, the Gap has gone Irom one oI the largest specialty retail chains in

the US with $13.7 billion in annual sales, to a period oI 24 consecutive months with sales declines

And considerable stock depreciation.

To respond to these recent diIIiculties, there are opportunities Ior the Gap to increase unit sales

and rebuild the brand loyalty they once possessed. Gap`s corporate strategy has included major

global expansion by increasing retail space increasing its portIolio and expanding into diversiIied

markets; in essence Gap`s goal is to become a 'megabrand like Coca-Cola or Nike.


The Gap`s strategy also includes a Iormal environmental policy, which Iocuses on 'empowering
employees to shape environmental policies, improving production processes, building better
stores and oIIices and reducing waste.
Strategy


!ropose
In this study the student is going to examine 6 below questions;

1-What is Gap Inc.`s segmentation strategy? What is unique about their market segmentation
strategy?
2-How is Gap Inc. diIIerentiating each brand?
3-Are there weaknesses in the Gap Inc. strategy? II so, what are they?
4-Do you see any uncovered market segments? II so, what are they? How could Gap Inc. exploit
this?
5-Elaborate how can you apply your understanding oI marketing mix to penetrate the market in
Malaysia with consumer products oI Ioreign brands?
6-Create an IMC proposal with your recommended positioning and target customers in Malaysia
market by gender or by a speciIic age group.


"uestions 1:

Gap segmentation

Perhaps even more important than advertising, is the company's market segmentation

Strategy. Rather than integrating the various customers, income levels and liIestyles that the Gap,

the higher-end Banana Republic and low-cost Old Navy collectively target, each has thrived as a

distinct entity, while avoiding the constant rumors oI a sell-oII. This strategy has allowed Ior three

diIIerent sales avenues, three diIIerent growth strategies and three diIIerent audiences; putting

Gap Inc. in equal competition with the sophisticated style oI Ann Taylor and the bargain clothing

at J.C. Penney. In its Iirst Iour years oI operation, Old Navy topped the charts with $1 billion in

annual sales, an unmatched Ieat in the history oI specialty apparel retailing.


Another beneIit oI market segmentation is risk aversion. For example, Banana Republic and Old
Navy have Iaired better than Gap in the past Iew years because customers consider them wholly
diIIerent stores. Gap uses three types oI segmentation strategies in order to segment its brands in a
competitive manner.
1- Geographic:
the geographic strategy oI Gap is to segment the market on the basis oI location, city,
state, region and country. Gap Inc operates in diIIerent counties like US, Canada, France
and Korea.

-!sychographic:
This is used by Gap Ior psychographic segmentation strategy to segment the market by
catering the needs & expectations oI the customers on the basis oI some attributes like
age, income and level liIestyle. This segmentation will assists Gap to select the target
market according to their psychology, which Iurther helps this company to group the
customers in a more promising manner.
3-Demographic:
This segmentation is base on the basis oI demographic variables like gender, occupation,
Iamily size, religion and race. Gap uses this strategy to market its brands according to the
taste and preIerences oI the key customers.
4-Behavioral:
Gap Inc uses strategy to segment the market on the basis oI the occasions, beneIits and
user rate. The company does not use this market strategy in a Irequent manner.


Maslow`s Hierarchy
It can be seen that all the brands oI Gap Inc IulIill the Iive leaves oI Maslow`s hierarchy.
Old Navy brand oI the company can be Iound in the category oI Iirst level oI hierarchy, which is
the basic need Ior example the price oI this brand are set according to the income level oI the
medium Iamily. This brand is lower priced and caters the needs oI Iamily clothing. Old Navy
oIIers stylish clothes at the aIIordable price. Gap, which is another brand oI this company, also
meets the needs oI the people by oIIering the clothes oI latest Iashion at reasonable prices.
Gap brand oI this company can be seen in the second and third hierarchy oI the Maslow`s
theory. Gap includes casual clothes, which attracts the people and helps them to show their

proIessionalism .The customers recognize gap as the most apt option Ior the t-shirts and denim.
The designing oI this brand reIlects style oI America. Next to basic needs, there is esteem need in
the hierarchy, which is IulIilled by the Banana Republic brand. The esteem need includes selI
worth, so this brand is considered as the best option to place in this category oI the Maslow`s
hierarchy. This brand oIIers casual clothes and loIty collections oI personal care, shoes and
accessories.
Gap brand oI the company uses undiIIerentiated strategy oI marketing. Gap meets all the
requirements oI the wardrobe oI the customers. Banana republic shows a luxurious image to its
customer by oIIering quality apparels. For the Gap brand, the company uses the approach oI mass
marketing.















"uestion :

Differentiation strategy

To market its brand we can see that Gap uses diIIerentiation strategy .The Company, in
Iact, oIIers Iour brands like Old Navy, Banana Republic, Gap and Piperlime to meet the diIIerent
needs oI the people. The marketing strategy oI Gap is based on the psychographic segmentation.
In this segmentation is base on developing on the basis oI age, gender, income and personal
attributes. This marketing strategy helps the company to diIIerentiate its brand Irom its
competitors. The marketing strategy oI the company is developed to oIIer diIIerent products
under one brand name; Ior example the Gap brand oI the company oIIers Gap Kids and baby Gap.
The people base on their creative attributes like style, breezy and conIident appearance, Iind gap
as cultural icon.
The diIIerentiation in the products is made on the basis oI age Iactor oI the people. this
can help to cater the needs oI diIIerent age people. Another diIIerentiation Iactor Ior the
marketing strategy used by Gap Inc is prices to market its brands.
1-Gap is Iamous Ior its stylish look and quality clothes, which are set at the moderate
price. The price oI this brand is between the price categories oI Old Navy and Banana Republic.
Banana Republic is known as a good quality brand, that oIIers luxurious apparels along with
covetable style. This brand also oIIers stylish accessories Ior women and men.

2-Old Navy brand oI this company is designed Ior the needs oI the lower income Iamily
persons. The prices oI this brand are less as compared to the other brands. This brand oIIers cloths
based on latest Iashion with astonishing prices. Old Navy oIIers a diIIerent atmosphere to its
customers with Iun and bracing shopping. The Piperlime brand oI this company which is online
shop , oIIers trendy and stylish handbags and shoes to the people oI all ages.
Gap brand established its status as a quality brand that oIIers many products at the reasonable
prices. This brand oIIers a wide collection oI the apparels on the basis oI the age oI the customers.
This brand is popular Ior its stylish looks among men, women and kids. The price oI this brand
are less than Banana Republic, but higher than Old Navy.
3-Banana Republic is a brand oI Gap Inc that developed its image as a luxurious brand
among the customers. It caters to the needs oI the customers, which belong to the high-end
category. The price oI this brand is higher than other brands oI Gap Inc. It oIIers products oI all
categories like personal care and women special. Old Navy brand caters the people oI lower
income groups. This brand targets teenage and adult people, who care about price and their
budget. The cloths oIIered by this brand are based on trendy & stylish designs and developed on
updated Iashions. The price oI this brand is lower than other brands.
4-Piperlime is the online store oI the company. it helps people through the internet o Iind
their needs. This brand oIIers luxurious and elegant handbags and shoes to the customers. These
handbags and shoes are designed according to the Iashion tips oI Iamous designers and
celebrities.





"uestion 3:

SWOT
The problems that Gap Inc is Iacing are wrong selection oI target customers and
marketing strategy as well as trying to expand the market more than its potential. The company
does not have any speciIic distinctiveness in the sector like other players, which reIlects the weak
positioning strategy oI the company.

Threat / Opportunity / Weakness / Strength

1-Strength: Gap Inc has a very strong position in the retail market
1-1 Strong Position:
Gap Inc has many marketing channel around the nation with around 4000 stores in
diIIerent Countries like France, USA, UK, Saudi Arabia and Singapore.
2-1 Chain oI Famous Brands:
most oI the company brands are Iamous. This is because oI their stylish and updated
Ieatures and also designs in the International Market.

3-1 Researches and Development:
The R&D practices oI Gap Iocuses on this aspect in a keen manner. The production &
development oI the apparels Iollow an eIIective method.
4-1 Diversity oI risk:
One oI the important Iactor oI Gap Inc. the company lead the business strategies, which
helps it to diversiIy its business eIIectively and minimize the strategy Iailure.
5-1 Supply Chain management:
The Supply Chain oI the company is also assists it to Iace the challenges oI the Global
Market and and it is stronger to compared with other competitors.

2-Weaknesses: regardless oI the strong position in the retail market, there are some weaknesses in
the company`s policies that may cause Ior the decreasing growth oI the company.
1-2 decrease Cash Flows:
The cash Ilows oI the company are decreasing, which is responsible Ior the reduced
proIitability.
2-2Depending on the US Market:
Gap Inc is a US Company, which relies on the US Market Ior its business operations.
There Iore any disadvantage oI the US economic will aIIect the company in a way .
3-2 Market: limitation:
Less availability oI the market can be a weak point Ior the company, it aIIects its growth
in a signiIicant way.



3- Opportunity: There are various segments, which the company should Iocus on those segments
in order to improvements.
1-3E-commerce:
Company can take advantage oI e-commerce methods Ior the marketing oI its brands
around the world.
2-3Expansion:
The company can expand its business in the uncovered market, Ior example Old Navy is not
positioning in Malaysia, so it can position this brand in Malaysia.

4- Threats: attending new companies in retail market can be an important threat Ior the Gap, there
Ior that may aIIects the business strategy in the Iuture.
1-4Competition:
Rising Competition in the retail market poses threat to the business oI Gap Inc in a great
way. Ior example Guess .
2-4TariIIs:
the big threat Ior the company can be an Increasing rules and regulations oI the
Government oI the target. That aIIects the company in a great way .
3-4 Market Natures:
An other major threat Ior the company is the The volatile nature oI the market which will
aIIect its market positioning.





"uestion 4:


Uncovered market segments
There are opportunities Ior the company out side its main area oI operations such as in
Malaysia and Singapore. GAP Inc. should extend its Old navy brand into Malaysia and Singapore
through Iranchising mode. It should set Iixed budget Ior marketing through the online medium. .
This brand oI Gap Inc. would get larger acceptance because it is more aIIordable in comparison to
other brands oI the GAP Inc.
In Malaysia the company should open its shopping on the suburban periphery oI Kuala
Lumpur. It would serve as premium destination Ior the retail customers because oI its accessible
locations oI store and modern-day new store design. The combination oI apparel and accessories
would provide customers with unique experience oI shopping. Old navy`s stores are known Ior
their specialized sections.
With these unique Ieatures, Old Navy possesses huge opportunities oI success in
Malaysia. Last but not the least, other Iactors that would provide immense success in the market
oI Malaysia includes its better Iinancial conditions, its growing textile & clothing industry,
increase in the exports related with the textiles & clothing and well developed inIrastructural
Iacilities with huge Ioreign investment



AnsoII Matrix
The AnsoII Growth matrix serves as an instrument, which assists the businesses in
deciding about the growth oI the product and market. This lays emphasis on the concept oI new or
subsisting products in an entirely new market or subsisting market. The output oI this matrix
helps in Iormulating growth strategies. On applying this model to Gap Inc., it can be said that in
order to establish its market in Malaysia Gap Inc. should go Ior Market development strategy.
Apparels Ior the teenagers Iorm the part oI uncovered segment Ior the company (David 2007).
This indicates that Old navy brand should be emphasized and must be modernized as per the
demands oI teenagers Ior acquiring huge revenue in sales. Here GAP Inc. must lay emphasis on
the innovative style oI shopping style and unique choices that it can oIIer to the customers oI
Malaysia.
In this concern GAP Inc. has went into Iranchising and distribution agreement with F J
Benjamin Holdings Ltd. Ior developing its market in Malaysia. With this the company should add
new dimension to the distribution channels along with the added Ieatures to the product
dimensions. It should also go Ior adoption oI unique and aIIordable pricing as per the customers
oI Malaysia. It has been Iound that market in Malaysia is broad and is aware oI the style oI the
GAP and its quality. ThereIore, the customers in Malaysia would show greater aIIinity towards
the Old Navy brand because oI its aIIordable price. Not only this, Malaysia market also reveals
the characteristic development in the retail center. There is a signiIicant amount oI important
retail center development in the market and a rising existence in the international liIestyle brands,
such as Old Navy (Retailing in Malaysia 2008).

Present product New product
Present Market Market Penetration Product Development
New Market Market Development DiversiIication


From the above diagram, it is clear that market development is the best and suitable
strategy that should be emphasized by Gap as it has to enter into the new market with present
product. One oI important concern that should be Iocused here is the competitor`s move and
target customers` understanding.
Company obtains long-term beneIit by attracting the customers on the basis oI reasonable
prices and simultaneously oIIering them most recent Iashion clothes. At the initial stage company
can Iunction at break-even point. With the passage oI time, it can achieve economies oI scale
which would Iurther minimize the cost oI production. Not only this, on the whole the
developmental cost can be reduced to a greater extent and appropriate budget can be prepared.
EIIective allocation oI budget would assist in maintaining the reasonable development cost and
Iurther the quality products can be provided at the reduced prices. It is necessary Ior the company
to work as per the changing trends; demands and Iashions because apparel & textile sector is
prone to Irequent changes with slight change in the trends (Gap 2008).
AIter acquiring adequate share in this industry, Gap Inc. should go deep into the subsisting
business Ior maintaining its winning position. II applied properly, Old Navy brand oI the GAP
Inc. can successIully acquire huge market share and proIits (Gap Inc 2009).




"uestion5:

Local Market (Malaysia)
The Industry in Malaysia has shown stronger growth rate in 2005. The main reason behind
this growth is attributed to the elevated private demand, hikes in the salary oI civil servants and
also because oI the 2007 campaign oI Visit Malaysia Year. ThereIore, at present there is huge
scope Ior apparel industry in Malaysia. The local market here has grown to a greater extent
because oI the development oI numerous shopping malls and expansion oI subsisting shopping
centers. Retailing in Malaysia is growing with a Iaster pace because oI the constructive growth in
the economy.
The outlook oI industry in Malaysia is showing the positive and healthy signs oI growth.
Most important Iactor behind such growth rate is continuous improvement in the economy oI
Malaysia under the intense support oI government. Government has adopted a complete
supportive approach Ior the apparel industry and thereIore, permitting more players into this Iield
by providing huge space Ior selling and is also assigning superior budgets to the activities related
with the marketing. This is because oI the rising conIidence among the customers. In addition to

this, the apparel industry in Malaysia up till now is not highly developed. Hence, new brands like
Old Navy are being promoted in Malaysia.


Michael !orter`s five forces
Porter`s Iive-Iorce model consists oI Iive variables, which can be used by Gap
>>>Bargaining power of suppliers:
As the economy oI Malaysia is rich, so the bargaining power oI suppliers is strong in this
country. Suppliers have a key place in the retail industry, as the supply oI required
material to produce the clothes like Iabrics and speciIic designs are in the hands oI these
suppliers. The main reason Ior this high power oI suppliers lies in the Iact that the product
is designed in such manner, that it is easy Ior the buyer to switch Irom one supplier to
other.
>>>Bargaining !ower of Buyer:
As the buyers are Iew in number, so it can be interpreted that the bargaining power oI the
buyers is low. The export oI clothes is higher in this country, so the suppliers are not
dependent totally on the buyers (

>>>Threat of Substitute !roducts:
As this industry oIIers a broad range oI the garments, so there are less chances oI
assuming threat due to the substitute products.
>>>Threat of New Entrants:
The retail industry draws the attention oI the new players due to the high export oI
garments.
>>>Rivalry among Competitors:
The rate oI rivalry between the retail players is high as compared to other sectors due to
the intense competition among the apparels & accessories manuIacturer companies.

The apparel sector in Malaysia is conIrontring the situation oI rising cost associated with
the production reason beign the tight market oI labor and escalating wages Ior workers groups.
The major chunk oI customers Ior the GAP Inc. are Irom the Malaysia thereIore, it would be
beneIicial to establish huge bussiness market in the region oI Kuala lumpur because it Iorms the
part oI highly esteemed shopping streets in the city.
The store in this place should oIIer clothing and accessories related with the women.
Apparel industry in Malaysia comprises oI producer, distributor, supplier and exporter. With the
implementation oI modern style oI shopping and choices, Gap Inc. can achieve huge success in
the market oI Malaysia. Apparel manuIacturer in Malaysia have adopted aggressive measures oI
productivity and thus, Iocuses on the development oI indigenous brands Ior enhancing
competition on the global grounds. As a result oI this, Malaysian companies are expanding their
hands Ior working with the Ioreign groups and are investing in the Iield oI automation and
Research & Development Ior enhancing the eIIiciency oI process. Producers, on the other hand,

are Iocusing in the adoption oI Ilexible systems related with the manuIacturing and also
promoting the technical proIiciency oI their employees.

HoIstede Model
The model has various variables, and will assist Gap Inc to understand the culture oI
Malaysia. These are as Iollows:
1-Power Distance (PDI): Power distance shows the disparity level, the PDI oI Malaysia is higher
as compared to other countries.
2-Collectivism versus Individualism: This category deIines the extent oI relationship maintained
by an individual. The individuals in Malaysia reIlect immense ties among them and are
surrounded by the well-built personal values.
-Masculinity: The people oI Malaysia reIlect mild level oI opportunity in terms oI earnings and
obtaining desired recognition in good job. Apart Irom this, the people show medium level oI
expectation Ior acquiring supreme-level oI job opportunity concerning advancement and also
normal sense oI achievement.
-Long-term versus Short-term orientation (L1O v S1O) - Long Term Orientation Iorms the
part oI IiIth dimension that was added by the HoIstede. A long-term orientation is resembled by
perseverance and determination.


"uestion 6:

Marketing !roposal for Old Navy (Gap Inc.) in Malaysia
Gap Inc. will be able to position its brand Old Navy in Malaysia iI it uses integrated
marketing that covers advertising, sales promotion, publicity to deliver a consistent image oI the
company and its products.
In order to establish Old Navy brand in Malaysia, Gap Inc. must use marketing
communication, promotion mix, marketing management skills, segmentation & diIIerentiation
strategy and Michael Porter`s competitive strategy.

>>>>!ositioning
Gap Inc. is willing to establish its brand Old Navy in Malaysia, which is an upper middle-
income country. As Old Navy brand oI Gap Inc. comes under lower price Iamily clothing, the
company can position this brand on the grounds oI price & quality. The economy oI Malaysia is a
growing and Gap Inc. would be Iinding a good environment and market Ior its brand Old Navy.
As Gap Inc. is an International brand and it is having a secure position in the international market,
thereIore, it will not have many problems as a new company Iaces at the time oI product
positioning.



>>>>Target Customers
The brand Gap is providing casual clothing and accessories to provide cool & conIident
style to its customers all over the world. It oIIers American style to the customers oI all ages. The
brand banana republic is a high quality luxury brand oI apparels and accessories Ior men &
women. The third brand Old Navy is a brand Ior everyone, which is oIIering great Iashion at great
prices. It is a brand with latest Iashion Ior amazing prices.
Gap Inc. should Iocus on targeting everyone Ior Old Navy clothing because this brand is a
combination oI Iashion and style at aIIordable prices. This is because oI the Iactor oI price and
quality; it will be easy Ior Gap Inc. to establish Old Navy in Malaysia. Along with this, Gap Inc.
may emphasize on targeting young generation oI Malaysia because usually the young generation
wants to look more stylish & Iashionable than the people oI other age group.

>>>>Integrated Marketing Communication
Gap Inc. can make a systematic planning Ior this and convey its message to the potential
customers. Gap Inc. should use an adequate mix oI diIIerent resources and mediums oI
communication. Integrated Marketing communication will provide and insight to Gap Inc. to
understand the whole marketing process Irom the customers` point oI view. Gap Inc. should
include some Iactors in its marketing communication, which are identiIication oI target audiences,
setting up the communication objectives, developing the message, media selection and measuring
the eIIectiveness oI inputs.

>>>>Marketing Communication !rocess
Source: Gap should send a message that is conveying its message that is concerned with
advertising apparels and accessories oI Old Navy to its target customers in Malaysia.

ncoding: This step covers the encoding oI intended message in the desired Iormat that
means transIorming the ideas in symbolic Iorm. Gap Inc. can convert its message or ideas which
it wants to convey to its customers into some more attractive ways and send it to customers with
the help oI advertisement, promotions, media vehicles, etc. This encoded message will be used to
arouse the desires oI its target customers to purchase the apparels & clothing oI Old Navy.
Medium: Gap Inc. can make an eIIective use oI various media such as print media,
outdoor media and electronic media. Along with this Gap Inc. can use Internet or online media as
a medium oI message transIer as today Internet is widely used.
Decoding: Decoding is the step on which the target audience understands the message
sent by Gap Inc. This element may be inIluenced by some external Iactors. ThereIore, Gap Inc.
should use proper symbols, text and language that can provide a clear understanding oI conveyed
message.
#eceiver: In marketing communication, receivers are the audience or potential customers
whom a company intends to convey its message to. In this case, the receivers are the people oI
Malaysia whom Gap Inc. is addressing.
#esponse: It reIers to the reactions given by the target customers aIter being exposed to
the message provided by the sender or company.
Feedback: The evaluation oI customer Ieedback will enable Gap Inc. to measure the
eIIectiveness oI its communication process. For example, iI the company is getting positive
Ieedback, it can continue with its operation and iI the customers are providing negative Ieedback,
the company has to make some alternation in its strategies.




>>>>!romotion
dvertising:. Advertising enables an advertiser to repeat its message Ior many times.
Along with this, receivers can make a comparison oI various competitors. Using advertising, a
company can dramatize the presentation oI its products. Gap Inc. will be requiring some sort oI
creative advertising ways to advertise its brand Old Navy in Malaysia. Gap Inc. can use electronic
advertising, print advertising, direct mail advertising, online advertising, electronic mails and
other advertising methods.
Sales Promotion: Companies provide many attractive oIIers to their customer such as
coupons, rebates, premiums, contests, sweepstakes, etc. to attract the customers. Sales promotion
is helpIul in gaining a quick response Irom the customers because it includes a distinct invitation
to the customer to get engaged in transaction. Gap Inc. can also use these promotional tools to
attract its potential customers.
Personal Selling: Personal selling is the most eIIective tool to persuade target customers.
It involves personal conIrontations with the customers and immediate response Irom the
customers. Gap Inc. can use personal selling to attract & persuade the customers to purchase
apparels and accessories oI Old Navy. It develops buyer preIerence, conviction and action.
Direct Selling: Direct selling involves direct mail marketing, telemarketing and internet
marketing. It is directly addressed to a particular person and the message can be altered Ior
speciIic individuals. It is more interactive and up to date.

>>>>Marketing Strategy
Gap Inc. can use price-based strategy Ior Old Navy brand in Malaysia. Gap Inc. can keep the
prices oI apparels and accessories oI Old Navy that will be more beneIicial to enter a new market
and it will be able to stand in the competition oI other companies. Low pricing strategy will assist

Gap Inc. in achieving enough market shares in the market oI Malaysia. Gap Inc. is to decide that
it the prices oI its products will be same or according to the market conditions oI Malaysia.

>>>>Marketing Management Skills
Marketing management skills are quite necessary Ior the development oI a company. Gap
Inc. should Iormulate and implement some creative and eIIective strategies to promote its brand
in Malaysia. It should use a proper integration oI all the departments such as marketing, research
& development, Iinance and human resource department.

>>>>Michael !orter Competitive Strategy
Cost Leadership Strategy: Company can attain cost leadership, when its production cost
is lower than its competitors. Gap Inc should Iocus on process & methods to achieve leadership in
the retail market.
Differentiation Strategy: To diIIerentiate the brands, it is essential Ior the company to
implement some creative practices Ior the manuIacturing oI the products.
Focus Strategy: Company should cater a particular group oI people while adopting Focus
Strategy (Porter's Iive Iorces 2007).
>>>>Segmentation
Segment Marketing: Gap Inc. should segment the market on the basis oI psychographic
variables like age, taste, preIerences and needs.
Individual Marketing: To market individual customers, Gap Inc should adopt online
sources to increase their access.
Local Marketing: Gap Inc. should segment local market to position Old Navy brand on
the basis oI their personal traits


Conclusion

From the above discussion, it can be said that integrated management communication (IMC)
plays a vital role in the success or Iailure oI organizational business strategy. To
implement the practices oI IMC within the organizational settings is not an easy task, as it
requires an in-depth study oI the internal as well as external Iactors. In order to
positioning Old Navy in Malaysia, it is customary Ior Gap Inc to Iocus on the promotional
mix by analyzing their appropriateness Ior the marketing strategy. Company should also
implement the competitive strategies oI Michael Porter, which will assist it to diIIerentiate
its brands Irom its counterparts. Company should also Iocus on the segmentation strategy
in order to positioning Old Navy in the target country in a triumph manner.

ReIerences
Boone, L.E & Kurtz, D.L. 2006, Contemporary Marketing, Thomson South-western Publishing
company.

Case Study: Procter & Gamble: Competing with ItselI and Winning.

David, F. 2007, Strategic management. concepts and cases, Upper Saddle River, New Jersey:
Pearson Prentice-Hall.

Gap Inc, Viewed 17 January 2009,
http://www.Ijbenjamin.com/Iiles/IjbgapincandIjb0608160220.pdI

Geert HoIstede cultural dimensions, 2003, Viewed 17 January 2009
http://www.clearlycultural.com/geert-hoIstede-cultural-dimensions/~

Gap, 2008, Viewed 17 January 2009, http://gapinc.com/public/index.shtml~

Gap Inc, February 24, 2008 Viewed 17 January 2009,
http://stacyscommunicationsblog.blogspot.com/2008/02/case-2-gap-inc.html~

Integrated Marketing Communications, 2005, Viewed 17 January 2009,
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Malaysia News Media, January 13 2009, Viewed 17 January 2009,
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Malaysia: Textile Competition, January 10, 2006, Viewed 17 January 2009,
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Porter`s Five Forces, 2008, Viewed 17 January 2009,
www.iIm.eng.cam.ac.uk/.../paradigm/5Iorce.htm~

Porter's Iive Iorces 2007, Viewed 13 January 2009,
http://www.quickmba.com/strategy/porter.shtml~

Retailing in Malaysia, February 2008, Viewed 17 January 2009,
http://www.euromonitor.com/RetailinginMalaysia

The communication process, 2009, Viewed 17 January 2009,
http://www.managerialmarketing.com/index.php?optioncomcontent&taskview&id
26&Itemid45~

Value Discipline, 2009, Viewed 17 January 2009,
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