Gap is a global brand, but recently the company has struggled to connect with customers in the United States. Gap’s management team has contacted you as a team of Chief International Marketing Consultants to design a global marketing program. They have asked you to respond to their situation by selectively targeting Beijing OR Shanghai in China, two cities with high population densities, where sales might be very strong. The brand already has a strong online presence, www.gap.cn, which serves as an alternative channel with a potential reach of several hundred million consumers.
Gap is a global brand, but recently the company has struggled to connect with customers in the United States. Gap’s management team has contacted you as a team of Chief International Marketing Consultants to design a global marketing program. They have asked you to respond to their situation by selectively targeting Beijing OR Shanghai in China, two cities with high population densities, where sales might be very strong. The brand already has a strong online presence, www.gap.cn, which serves as an alternative channel with a potential reach of several hundred million consumers.
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Discuss how you will manipulate the international marketing mix (4 Ps) in successfully launching the brand. For your Communication / promotion program, include the following:
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