The Gap Case Study Example | Topics and Well Written Essays - 1500 words

The Gap - Case Study Example For every company, setting strategic directions require sales projections for such periods as one, three, five, and ten years ahead. These projections predict customer and competitor reactions; attempt to gauge acceptance for new products; and highlight economic, social, demographic, technological, psychological, and political changes, all of which are difficult tasks to perform -nor can they be performed with the degree of precision available in other more concrete situations A visit to a local Gap store allows to say that the majority of Gap's customers are women and girls from low and middle social classes. The average age of the consumers is 14-17 years old, and 17-24 years old. In the store, there were 4 middle-age women (40 years old) with teen daughters. I saw any men in two Gap's stores. Most of the young women are unmarried. All of the customers wore casual cloths and neither looked like a business woman. This information allows to say that age is not a major determinant of marketing influentials. Opinion leaders cross age lines, especially in fashions. Influence does not travel from the older to younger women. However, it reveals status homogeneity, and travels within a social stratum. When influence does cross status lines, there does not seem to be a discernible direction -- there is no more advice-giving coming down the status ladder than going up. In another sense ours is an age of mass change. Mass conformity, which exists within this dynam ic setting, results in the democratization of consumption, in the sharing of abundance. Marketing has had a hand in this process. Marketing programs are based on the existence of similar wants, motives, attitudes, opinions, and re- actions (Drejer 22). They are designed to furnish similar goods to diverse markets. Modern technology is the necessary and sufficient condition for the creation of mass culture. Our society with its mass culture emphasizes higher standards of living and expanding expectations. But this massification has been assailed. Ours has been termed the homogenized, Philistine society. The mass media, television, movies, newspapers, and magazines, which are among the tools of market communication, have been proclaimed the purveyors of a mass culture that has a relatively low common denominator. The Internet site allows to say that the merchandise is oriented to teen girls and housewives, who do not care about fashion and style. Their main criteria is price, simple d esign and subtle colons. Gap's consumer is a young woman who wants to look nice but does not care much about fashion and style (Dobson and Starkey 33; Gap Inc Home Page 2009). Gap's merchandise selection is based on traditional classification including top sales, classics, jeans, pants and accessories. A visit to the local store shows that Gap pays no attention to design of its premises: they look unattractive and even sad in contrast to such brands as the United Colors Benetton or T. J. Maxx. Gap follows a traditional method of products display when all goods are sorted by color. it is possible to say that sociological factors and forces are as important as any in determining and shaping buyer behavior. Society has a way of getting consumers to conform and make approved purchases. Group pressures are effective. Life style (the distinctive or characteristic mode of living), which is the

Describe and discuss Key Points of Diversity and Unity within Essay

Describe and discuss Key Points of Diversity and Unity within 'Hinduism' - Essay Example Not only does this word help a vast people affiliate themselves with the same theological faith but also does it pronounce the way to lead the perfect life on earth, given the follies and foibles life encompasses as well as the problems that people are accosted with. Again, as mentioned, Hinduism is no mere binding force that includes people from diverse backgrounds but is like a salad bowl wherein the individualities can be ascertained very easily though they appear to be part of a single entity. This is one unique feature of Hinduism and has lent unity in diversity to the religion. Lipner (2004), in his celebrated book, Hindus: Their Religious Beliefs and Practices, asserts the true meaning of Hinduism. The author is of the opinion that Hinduism as a term in the general order of terms belonging to the ‘ism’ category is unique and differs from all others in form as well as content. According to Lipner (2004), Hinduism is like a banyan tree with all its branches. The sim ile of the banyan tree has been well explained by the author when he opines that the religion is basically an amalgamation of various ancient roots and branches, essentially â€Å"polycentric† though united as well as indistinguishable at times and â€Å"macrocosmically one†. This pattern of diversity is unique and lends variety to the same. However, he has also opined that the simile of the banyan tree is not applicable from all points of views. Since a banyan tree looks the same from all angles, so the simile of the banyan tree cannot be said to be apt from all view points since in case of Hinduism the point of view changes from time to time depending on the basis on which we are trying to take a look at Hinduism as a banyan tree. A further explanation of the reason why Hinduism does not appear to be a banyan tree is because though it may be a homogenous entity since the word Hindu refers to people belonging to a single faith, however, it is also a block reality (Lip ner, 2004). Other theoreticians have also echoed the same thoughts as well as philosophies. Smith (1964) has been of the opinion that Hinduism is something that does not exist in reality given the fact that this particular word envisages encompassing so diverse a range of meanings in itself that it is but an impossible pursuit. Vertovec (2000) has interestingly noted his own interpretation of Hinduism. The author mentions that his definition of a Caribbean Hindu is not one who continually changes as per the demands of the situation but adapts to the social practices that he or she is in and also negotiates one’s position with the externalities that befall the Hindu individual. This again points out to the fact that not only in India but the world over, Hindus or followers of Hinduism have exhibited the same pattern of behavior. This natural propensity towards diversity is what sets Hinduism apart from all other reasons. Lipner (2004) has given another very interesting definit ion that Hinduism stands for a â€Å"family of culturally similar traditions†. This is indeed enough to give us initial insight into what Hinduism actually is. Of course, the homogeneity of existence among the followers of Hinduism becomes apparent. However, it also becomes clear that more than the existence of God or the convergence of religious beliefs, this is one religion that is enmeshed with the social life of the population and this is exactly