Purpose
Understand the opportunities provided by the availability of big data
Learn how to assess and value data as a strategic asset
See examples of big data’s role in strategy development
Instructions
Please prepare a short paper based on the case description by answering the following questions. The answer to each question should be at least 200 words. The answer for each question should be clearly labeled with clear heading.
1. Discuss whether the big data approach better helps Gap Inc. predict and differenciate consumer demand for their products in different brands (i.e., Gap, Banana Republic, and Old Navy).
2. Elaborate on how changes in information technologies impact the elements of Gap Inc.’s marketing mix, in terms of price, product, place, and promotion. Please make sure you discuss the changes in the four aspects of the marketing mix.
3. Discuss the advantages and limits of predictive analytics, including what can and cannot be done.
4. Identify methods or approaches, other than big data and predictive modeling, Gap Inc. can use to understand consumer preferences and improve its marketing strategies.
5. Summarize your main takeaways from the Gap case.
Note: Please submit your analysis paper on WebCampus via TurnItIn. The similarity percentage should be below 15% to be graded.
Purpose Understand the opportunities provided by the availability of big data Le
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