analysis, provide at least three recommendations for how Gap can become more competitive in future.

Assignment:

You are an assistant customer insights analyst working for Gap, the American clothing and accessories retailer. Your team has collected data on the satisfaction and loyalty of US consumers regarding eight clothing brands (Calvin Klein, Converse, Gap, Hollister, Levi’s, Nike, Tommy Hilfiger, and Under Armour; N=450).

You have been asked to compile a report, critically analysing how well Gap is currently doing, vis-a-vis its competitors, and offering specific recommendations for areas of improvement. Use the provided SPSS data output and, were appropriate, additional secondary data (e.g., Mintel) to compile your report. Your report should include an analysis of the US fashion clothing market and relevant customer profiles, as well as an analysis of Gap’s brand positioning and performance, relative to key competitors. Based on your analysis, provide at least three recommendations for how Gap can become more competitive in future. These recommendations should be specific, relevant, and actionable.

You do not need to use all SPSS output provided in your report, but should focus on those, which you consider relevant and help tell a compelling narrative. You are welcome to conduct additional data analysis for further insights using the raw SPSS data provided. For the purpose of this report, Gap is only interested in US consumers. It is recommended that you carefully consider how you represent data (visually) in your report, as this is taken into account in the below marking criteria.

You can find the raw data, the SPSS output file, and the survey questionnaire used in the ‘Individual Assignment’ folder on Canvas. 

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