Business Case of Gap’s Company

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BUSINESS CASE OF GAP’S COMPANY
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Table of Contents
Title page………………………………………………………………...1
Table of Contents………………………………………………………..2
Business Problem………………………………………………………..3
Business and IT …………………………………………………………5
Identified Alternatives…………………………………………………...8
Analysing Identified Alternatives………………………………………11
Recommendations………………………………………………………11
Implementation Plan…………………………………………………….12
References List…………………………………………………………..15

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Business Problem or Opportunity
As mentioned by Bougie (2016, pp. 18-19) is that a remarkable growth in costumers’
usage of e-commerce as resulted to increase of modified mobile shopping applications and
ostentatious, as well as in-store clothes shopping experiences. The stemmed has been a state of
unoriginal interference and dynamic transformation in the fashion retailing industry. However,
with the flourishing brands and retailing means describes how retailing industry has changed to
meet costumers’ requirements, re-innovating of the products, reaming relevant in the industry as
well as remaining profitable (Davidson-Shivers, Rasmussen and Lowenthal 2018, p. 454). To
understand exactly what is taking place in the fashion and retail industry it is advisable to look at
the current trends in the business such as the business opportunities and problems.
The problem associated with the current techniques in which retailers are marketing,
advertising and selling products to customers can be traced, because consumers needs more
convenience and value which are the primary factors affecting the industry. For instance,
increased in products subscriptions especially for the apparel (Davidson-Shivers, Rasmussen and
Lowenthal 2018, p.454). The accessories and attires are curated as per individual preferences
based either on his or her distinct choices. It is less time consuming to clients and more effectives
has the shopping is being done on their behalf. In addition, the digital media advertising or
marketing techniques is essential for the current retailers as well. For retailers to be successful
their need a multipronged idea to engage and sell to potential customers, and key approach of the
omnichannel. Omnichannel enables the interaction of consumers on new media by providing
useful products information and appraisals online giving a harmonizing showroom capability.
Thus, like any other form of interference they has been increased of the number of the societal
influencers. Costumers are being inspired by the fashion bloggers, for example, the bloggers can

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feature on an outfit or can focus on limited supply of a fashionable product (Forbes-Genade and
Van Niekerk 2016, p.89). The influencers may be compensated by the retailers and apparel
producer or manufactures when they are churn up by delighted and earnestness around the
commodities which can be initiatives for the sales.
On the other hand, Forbes-Genade and Van Niekerk (2016, p.89) has stated that retailers
themselves are altering the traditional chain of supply strategies for the enhancement of
costumer’s engagement. The retailers have realized that the group of consumers like the activity
of shopping and searching for agreements. For instance, some of the retailing shops like TJ
Maxx have flourished because of consumers engagements resulting to its growth extremely.
However, the group of these consumers are aware of limitless quantities of the items and once
they found the product to buy their have to buy (Lehoux et al. 2017, p. 651). In this case, the
sense of earnestness is being generated by fast fashion retailers in the fashion industry. The main
work of fast fashion retailers is to bring trending fashions in the market to their consumers in
small capabilities and supplementary quickly compared to other traditional fashion retails in the
industry. The problems for the firms that supply to retailers in the fashion industry is the
understanding and anticipation of the changing requirements of the vendors as well as being able
to provide specific amount of the items. It needs some concerns at the manufacturing phase and
circulation level to avoid less production of the products.
According to Greenwood (2018, pp. 75-98) is that the Amazon has impacted the retail
industry with the largest percentages than other e-commerce platform in the market. Amazon has
specifically changed the retail to suit its e-commerce dominance that has force other vendors to
reconsideration the traditional strategies. Amazon has improved over the years resulting to
inspiration to other retailers to venture into online commercial processes and schemes. However,

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the retailers are also using their own practices to improve on their companies’ performance in
spite of the stiff competition from well-established organizations like Amazon (Levinson201,
p.399). The practices include leveraging of costumers data to engross and sell, and using of
technology for the streamline of the supply chains. In addition, malls are being re-envisioned as
an entertaining areas or plazas, lifestyle venues to keep with the current trends in consumers’
choices, testes and preferences (Hall, Hwang and Hombach 2018, p. 102). The big data and
analytic strategic have transformed even the private sector investors venturing into the retailing
industry particularly the fashion retailing. The private even-handedness investments has been
flowing towards the vending, though the greatest and interest part has evolved in customers’
spending over the years. Lastly, the changing spectrum in retail business has move far beyond or
even more than the traditional or outmoded categories when investors think of the outdated
retail.
Business and IT Alignment based on Gap’s Company
Ledford and Gast (2018, pp. 48- 50) has elucidated that business and IT alignment can be
described has the dynamic state in which companies are able to utilized the data or information
technology to attain organization main objectives, archetypally to improved its sales
performance, financial and market effectiveness. However, some of the description mainly
focuses on the result or the capability of the information technology production in an
organization instead of the relationship between organization decision creators and IT inside the
organization (Ledford and Gast 2018, pp. 48-50). On the other hand, alignment can be termed
has the positive demonstrative ability and relationship between information technology and the
putative measures of financial performance. Furthermore, the effective alignment of IT and
business can occur when the two parties strategies have been anchored and articulated together in

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a clearly business aptitudes. Aptitudes are the particular skills required by Gap’s company to
achieve its competitive sales in the market by considering the critical competency of the
consumer’s segmentation which is a key growth opportunity for the company. Therefore, for the
Gap’s organization to succeed in retail fashion industry through IT alignment some five phase
must be considered. The five phase include the definition of the company imperatives and
abilities, identification of the information technology which supports company mass gaps and
competences, designing the set-ups and technology structures, developing the information
technology roadmapping and reallocation of IT expenditure like the company priority (Lehoux et
al. 2017, pp. 636- 659).
1. Gap’s Definition of Business Abilities and Imperatives
The corporation imperatives are the most business urgent strategic primacies as deduced
by (Levitt et al. 2018, p.26). However, alignment can start by defining the essential and
identifying the primary competency of Gap’s business unit (Ledford and Gast 2018, p. 48).
Executives’ team of the organization have to evaluate the strategic germanises of every
capability founded on the number of Gap’s Inc. imperatives. An imperative in a company might
be the attaining of customer centric culture inside and outside of the firm. To attain an imperative
the company will require the ability of refining its products, developing some special offers to
both constant and prospective consumers as well as setting of products prices grounded on
consumer relationships (Ledford and Gast 2018, p. 48). The responsibility of IT will be to enable
the company capabilities such as developing a receptive technology stage or platform to deliver a
complete consumer profile to salesperson directly.
2. Identification of IT Competencies to Support Gap’s

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The senior executives and information technology personnel have to come together to
determine the relevant IT design that suit the company accordingly (Kumar 2015, p.1).
Conversely, satisfying the primary corporate imperatives, the managers are required to assess the
strategic relevance of numerous information technology abilities, mapping the imperatives an
organization capabilities they are supporting and only focusing on the key significant
requirements (Ledford and Gast 2018, p. 48). The procedure helps in the indication of gaps of
the current information technology competences and its relationship to the targeted state to
determine the IT proficiencies that can be shared with other companies.
3. Designing the operational and IT Structure
It is important for the managers to establish the guiding principles to guide information
technology architecture and how new characteristics can be constructed and be operated (John
and Anderson 2017, p.480). For instance, Gap’s consumers’ statistics are scattered in different
files and applications. Hence, to support Gap’s requirements in retailing industry and also
simplify the business environment for the consumers’ sales force the system will be integrated to
satisfy organization needs. By doing this the stores and communication centres will be competent
in accessing consumers information in real time, which will hence all around viewing of
customers from a particular content management within the company (Lehoux et al. 2017,
p,636). The policy will also enable to facilitate consumer focusing services, company systematic
sales and section marketing of the company products.
4. Developing Information Technology Strategy Roadmapping
Aligning information technology with the Gap’s Company objectives requires
determination and appropriate roadmapping (Headicar 2018, p.541). Henceforth, senior

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executive are required to identify the primary IT investment to lock the organization alignment
gaps and group the identified aspects into company information technology investment subjects
or themes. For example, during purchasing of a priority will be given to improved IT
connectivity and proficiency all over the business (Lewis 2018, p.41). Therefore, with a leading
company information technology ventures a developed roadmap for IT initiatives grounded on
earnestness, easiness of accomplishment and the strategic applicability of the IT investment.
Finally, the managerial and executive should develop the speculation plan depending on the cost
estimation and return of the investment expected.
5. Reallocation of IT Expenditure at Gap’s Company
To ensure that IT alignment work best the company have to reallocate the more spending
placement needs. It is also a necessity for a company to modification the plan portfolio to a
newly essential abilities refocusing of the information technology budgets appropriately that
capture the organization savings (Li and Chenglin 2015, p.40). Accordingly, the regular
appraisals can help to quickly rearrange the unaligned information technology budgets into new
organization priorities.
Identified Alternatives
The data analytic alternatives can be constructed by a company for the leverage of
retailing industry information analytics for the personalization of the consumers’ experience, for
the raising of the brand trustworthiness and profit growth (Liang 2017, p.159). The five primary
alternative identified include improvement of consumers experience with data, focusing of
valuable technological projects, embracing technology and forgetting of Omni-channels.
1. Improvement of Customer Experience

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The manager of the Gap’s Company should adapted a technique on how to colossal
costumers into an experience which can physique loyalty as well as rewarding the organization.
However, the company have to remain relevant despite of the various obstacles chains of
struggles but to ensure that the company experience is critical to remain the customers mind for a
long period of time (Ledford and Gast 2018, p. 48). By improving the company products and
services the company will maintain its leadership in the market as it intimates client experience
which drives profit to the organization.
2. Focusing on Modern Technological Projects
Gap’s firm can be transformed by focusing on how the new technological can be
implemented within the company (Meng Shoulin and Jia 2016, p.3). It means that by focusing on
modern technologies the company target have to reduce the workload of the various expertise in
a company. In addition, to generate priorities every executive member have to be determined to
attain the business objectives by applying the new or modern technology being developed by the
organization. Also, a creativity collaboration and prioritizing of session will facilitates the
movement of the project form lagged stage to the leader stage, thus, motivating greater influence
throughout the project amended (Marlow and Robinson 2017, p.189). The leveraging on the
foundation of free sources of technologies can be one of the key data analytic primacies of the
target.
3. Embracement of the Technology
The companies in the retail industry specifically that in fashion industry such Gap’s
organization have to adapted and embraced the technological advancement or the company will
be left back. For example, there are various technology booths screening automation, science and

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radars (Marlow and Robinson 2017, p.189). Consequently, with this technology the retailers who
operates in the past operating model will be passed up by new changes in the retailing industry,
philosophies and recent concepts. Retailers have to respond to several segments of the industry
including sensing of customers movement, consumers points of residence to reduce assortments
and influence of profits (Ledford and Gast 2018, p. 48). The best sensor can be advantage to the
company because they assist in reacting to products being drawn away from the shelf to expand
loyalty and improve baskets of goods in a firm. The choices can also help the company to
respond its inventory drive and sales statistics in the actual time (Mitra and McCormick 2017,
p.258). By organization having both data feeds from sales and inventory from its stores it will be
able to control and prevent possible losses and discount reduction.
4. Forgetting of Omni-channels
Retailers should avoid using indefinite techniques when promoting their products has
most clients use phones, computers and tablets to order what fits them. By scrutinising what
channels consumers are using it will be easy for a company to develop the most appropriate
mean for their costumers online. The increasing the effectiveness of the channel being used by
the organization it is advisable to seek mobile digital assistant from authorized IT companies. In
addition the mobile digital are current channels and services form big data and analytic strategies
that can be used by the Gap’s Company to improved its sales (Mitra and McCormick 2017,
p.258). The new medium such as Amazon Echo and Google Home should be managed more
closely compared with the traditional mediums because customers are looking out for companies
with good prices, large assortments and even more individual experience from the firms.

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Analysing of the Alternatives
The four alternatives identified in step-3 were examined in terms of feasibility, benefits,
costs and risks. When analysing the alternatives it was found that the aspects can help the
organization or company to manage its finances and economic factors under the benefits and
costs analysis (Mitra and McCormick 2017, p.258). Also, the feasibility analyses of the
substitutions indicated that the aspects identified in step 3 can help to determine the company
successfulness and achievement once the traits have been implement in a firm. The feasibility of
the alternatives indicate when and how the alternatives will be implemented to attain the business
objectives. The risk examination of the alternatives will help the organization to identify and
prevent threats which may arise from the substitutes and impact the workplace environment.
Risk examination also generate awareness to the company workers, and in result the awareness
was used as the training tool. It as well as established the standards of maintaining risk that can
arise from the alternatives and how the risk incidents from the choices can be reduced, and
saving the costs of alternatives pro-activeness rather than reactive.
Best Choice or Recommendations
The recommendations are based on finding of the fashion retailing industry. They
include, unanticipated collaborations with other organizations in the industry, endorsement of
celebrity in to company products promotions, summary jacking advertising and live-streaming
(Patterson, Hultman and Al Waer 2018, pp.54-70). Live-streaming should be seen has the key
benefit for the fashion venturing industry, because live audio-visual helps the products to reach
millions of individuals who in turn can be the prospective buyers or consumers of the product
being streamed. Marketing through news-jacking was famously used by David Meerman Scott’s
in his book “News-jacking” as stated by (Pedaste, Mäeots and Siiman 2015, p. 61). The term

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means that company will be using hard news and trending issues to attract audience attention on
a specific brand. However, the fashion retail should use this method to promote its brands.
Various companies can used political news stories and trending topics on different clothes brands
as slogans. The celebrity countersignature can also be endorsed to help the company finds its
new consumers. An idea of using celebrity to promote a company is not a present matter to it
was being used even in centuries ago. Because superstar funs do admire them and believes in
their opinion and choice the method will increase the organizations sales at a greater percentage.
Through unexpected or unanticipated collaboration in the fashion industry an organization can
make more revenue or profit (Petrie, Jones and Murrell 2018, p.55). Hence, companies should
use collaboration to attract new consumers’ interest in their brands which can result into a great
business success.
Create a Plan for Implementation of the Ideas
The various phase of high level project plan in the implementation of the ideas are
numerous (Merle 2018, p.21). They include explanation of the project to the primary
stakeholders, definitions of roles and key responsibilities, holding of kicking off meeting,
developing a possibility statement and baseline of the project, and developing of schedule and
cost standards, creation of standards projects management, developing staff strategies, analysing
project quality and risks, and effective communication of the project (Reed 2018, p. 125).
1. Explanation of the Project Plan
The project strategy is customary documents which can be expected to be alteration over
a given period of time (Merle 2018, p.21). The project plan is an important document in the

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implementation of the strategy set has it provides the direction of the project or it can be
described has the project roadmap.
2. Role and Errands
As in a project is not that all stakeholders will appraisal the all document, thus it is
required and necessary to regulate what in the project to tranquil the implementation of the ideas.
3. Starting Meeting
The first meeting is an effective approach of bring all the stakeholders together to talk
about the project as well as a way of initiating the planning procedure.
4. Possibility Statement and Standards
The scope declaration is commonly the significant document in the project plan
implementation because it the base of the rest of the project. While, scope standards is being
affirmed in the possibility statement during the implementation of the ideas (Shahs et al. 2017, p.
487).
5. Scheduling and Cost Standards
The scheduling and cost standards or baseline constitutes of the various phase include the
identification of the tasks and activities in the project plan has indicated by (Salem 2016, pp. 28-
45).
6. Creation of Standards Management Strategy
When the scheduling and cost standards have been recognized the administration plans
on how to implement ideas of the projects have to be amended by creating a management
strategy baseline (Salem 2016, pp. 28-45)..

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7. Development of the Staffing Strategy
It is being referred has a chart that indicates the time periods that each idea will be
implemented by the project managers (Shahs et al. 2017, p. 487).
8. Analyzing the Quality and Risks of the Project
According to Shaken and Cohen (2018, p. 132) is that a quality project comprises of risks
and quality components to ensure that the end product of the project meets the consumers
specifications and requirements. Also, project should encounters the needs of core sponsors and
key company experts.
9. Effective Communication
Effective communication about the project plan ideas is highly recommended in the
implementation procedure. It is one of the imperative aspect of the project plan as stipulated by
(Darbellay and Lubart 2018, p. 57). Communication document states how different facets will be
tackled and when to be embark upon, where the project data or ideas will be stored and who can
or will be accessing the information, and who wants what information in the report, in which
format and through which media (Forbes-Genade and Van Niekerk 2016, pp. 67-89).

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