The document analyzes GAP Inc's strategic issues through a SWOT analysis. It identifies key strengths as franchising opportunities and global brand recognition. Main weaknesses are reliance on outside vendors and underutilized assets. Major opportunities are the women's apparel market and growing online retail. Increased competition is the primary threat. An internal and external factors analysis scores each factor. It concludes that franchising opportunities and the women's apparel market are the biggest strengths and opportunities, while reliance on vendors and competition are biggest weaknesses and threats. The TOWS matrix recommends leveraging strengths to pursue opportunities and addressing weaknesses to reduce threats.

2. Analysis of Strategic issues:
Strengths:
Franchising opportunities
Strong financial position
Strong multi brand portfolio
Global Brand recognition.
Weaknesses:
Depending on outside
vendors for its goods.
Asset under utilization.
Decreased return on asset
and equity.

3. Analysis of Strategic issues:
Opportunities:
Market size for women’s
apparel
Great opportunity for
growth in Asia
Growing online retailing
trends
Growth opportunity for
Gap kids
Threats:
Competitors
Economic
Increase in the market for
counterfeit goods.

4. Weighted
Score
Internal factors Weight Rating comments
Strength:
1. Franchising opportunities
2. Strong financial position
3. Strong multi brand Portfolio.
4. Global Brand recognition.
Weaknesses:
1. Depending on outside
vendors for its goods.
2. Asset under utilization.
3. Decreased return on asset
and equity.
15
10
13
12
20
15
15
4
4
2
4
3
2
1
60
40
26
48
60
30
15
Statistics says Franchising
opportunities and Global Brand
recognition are most
considerable strengths for GAP Inc.
Statistics says that Depending on
outside vendors for its goods
and Asset under utilization.
the most considerable weakness for
GAP Inc.
IFAS

5. Weighted
Score
External factors Weight Rating comments
Opportunities
1. Market size for women’s
apparel
2. Great opportunity for growth
in Asia
3. Growing online retailing
trends
4. Growth opportunity for Gap
kids
Threats:
1. Competitors
2. Economic.
3. Increase in the market
for counterfeit goods
20
15
15
10
20
15
15
4
2
3
4
3
2
1
80
30
45
40
60
30
15
As per the cal. Market size for
women’s apparel
and Growing online retailing
trends are most considerable
opportunities for GAP Inc
Statistics says,
competitors is the most
considerable threat for GAP Inc
EFAS

6. TOWS matrix
Strength:
•Franching opportunities
•Global Brand recognition
Weakness:
•Depending on outside vendors
for its goods and
•Asset under utilization
Opportunities:
•Market size for
women’s apperal
•Growing online
retailing
SO- GAP Inc needs to utilize
its strengths in an as efficient
manner as possible to bring
those opportunities into
execution.
WO- GAP Inc needs to align with
expansion strategy to reduce
depending on outside vendors for
its goods that might benefit GAP
inc.
Threats:
•Competitors
ST- By proving franching
opportunities to the
interested franchise on easy
terms (i.e., low percentage of
profit), GAP Inc can maintain
dominating position in its
industry.
TW- GAP needs to be more
customer oriented that might help
Gap to be released asset from
utilization.