Positioning. Gap Inc. should continue to take advantage
of its niche appeal as a U.S./California-based apparel
company. Although U.S. companies, in general, face heavy
competition in Australia, single brand stand-alone stores
like the Gap will always find opportunities in niche markets.
Gap should avoid competing on the basis of price
with imports from China and Hong Kong. Gap’s greatest
initial success will come from providing one of Australia’s
populous cities, such as Sydney or Melbourne, fashionable,
high-quality “American’’ apparel products