Executive SummaryThe basic objective of this report is to focus on one of the world's leading American brands in the apparel industry, called GAP. The study of their mission statement against Abe's Theory was used to understand their strategy and further analyze the competitive environment it is facing, with the help of Porter's five forces. It highlights the level of rivalry, which is high and fierce as market growth is at its lowest. Constructive analysis of growth strategies was undertaken by GAP, using the Ansoff matrix which exposes the competition and reveals possible opportunities for GAP, across existing products and new products, existing market and new market. Finally, an analysis of their market in terms of internationalization was carried out with Yip's internationalization drivers.1) INTRODUCTION1.1) HISTORYFounded in 1969, in San Francisco, by Doris and Don Fisher, GAP is a leading American brand in worldwide, in the sale of clothing, accessories and personal care products for men, women and children in over 3500 stores, in more than 40 countries (Gapinc.com). GAP is a clothing retailer made up of five brands: Gap, Banana Republic, Old Navy, Piperlime and Athleta. The Gap was founded in the early 1970s. Gap has more than 136,000 employees. Other brand extensions include GapBody, GapKids and babyGap; each also has its own online incarnation. All Gap apparel is private label merchandise made exclusively for the company. From the design board to the in-store displays, Gap controls all aspects of its signature casual look. Growing Globally: We expand our global e-commerce reach by reaching more consumers, and today customers in approximately 90 countries can purchase our products. Competitors: The Gap competes with local, national and global divisions...... middle of paper ......I can't see clothing stores like American Eagle, Aeropostale, Pull and Bear offering comparative items at comparable costs. However, these organizations are critical to include in your examination of gaining strength. Hole rivals like Aeropostale and Pull and bear offer comparable and additionally separate items. Gap offers clothing for children and babies and also distinctive and particular items as a source of expansion (Hoovers, inc. 2014). This type of imperfect rivalry involves a huge amount of allocated resources and structures which causes high barriers to entry into the opposition. Furthermore, the analysis of the organization with its targeted components describes it in a divided industrial part.http://subscriber.hoovers.com.ezproxy.mdx.ac.uk/H/company360/competitiveLandscape.html?companyId=11469000000000&newsCompanyDuns =048626915(Hoovers,Inc.,2014)