Strategic management - C5 Intel Essay Example | Topics and Well Written Essays - 750 words

Strategic management - C5 Intel - Essay Example Before Paul Pressler became the CEO of Gap Inc. between the years 2002 – 2006, he was the head of the Disney Store. (Duxbury, 2007; Niles, 2002) Gap Inc. under the leadership of previous CEO Pressler failed to have consistency when it comes to building image based on its target customers’ preferences in style and fashion. In the past, Pressler attempted to renovate Gap store outlets and develop new prototypes thinking that he could attract the consumers to patronize Gap’s products. However, customers did not even notice minor changes. (Diva, 2007) Basically, Pressler’s ineffective marketing strategies, lack of knowledge and sense in fashion, garments, and style including his inexperience in handling apparel business caused Gap, Inc. to experience a decline in revenue and market share. (Duxbury, 2007; Niles, 2002) Glenn Murphy as the recently appointed and chairman of CEO of Gap Inc. have more than 20 years of experience in retail business and branding of food, health and beauty products, as well as books. (Gap Inc., 2008) Although he has a limited experience in handling apparels, Murphy is capable of innovating effective marketing strategies for new products and services aside from his ability to manage the business operations. Given that Murphy has a limited knowledge and experience in fashion, as the CEO of Gap Inc., he should make sure that a group of individuals who has a good sense of fashion should be hired as part of the company’s purchasing department. This will increase the rate of marketability of Gap’s apparels based on the latest fashion and styles that looks appealing among Gap’s target customers. The company should also monitor its purchasing department by developing business procedures that will prevent corruption. By keeping the costs of garments low and maintaining the quality of clothing high, the company could benefit having a bigger profit