Research Proposal

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Capstone Research Project | Preksha Doshi Group 1|

CRP| BRAND HEALTH STUDY OF THE APPAREL RETAILER IN UAE: GAP|

Contents
TOPIC SELECTION4
SCOPE OF RESEARCH4
RESEARCH OBJECTIVES4
SECONDARY RESEARCH5
Industry Data5
Apparel Industry7
CRITICAL SUCCESS FACTORS OF THE RETAIL INDUSTRY IN THE UAE9
PESTLE ANALYSIS OF THE UAE & THE REATAIL INDUSTRY10
Political10
Economic11
Social11
Technological12
Legal12
Environmental12
GAP Inc.13
BACKGROUND OF THE COMPANY13
SWOT of the company14
Strengths14
Weakness15
Opportunities16
Threats16
RESEARCH METHODOLOGY17
SAMPLING & DATA COLLECTION17
Target customers18
BLUE OCEAN STRATEGY19
Path Selection21
Discussion Guide21
TOOLS AND TECHNIQUES FOR DATA ANALYSIS22
Factor Analysis:22
Correlation Test:23
Cluster Analysis:23
Regression analysis:23
Crosstab analysis:24
REFRENCING24

TOPIC SELECTION

The purpose of this research paper is to examine the different techniques, new trends and challenges of the apparel sector in the retail industry in the UAE so that we are able to recommend the blue ocean strategy which could be applied to improve the efficiency and effectiveness of the company. SCOPE OF RESEARCH

The burgeoning population, rising GDP growth, higher disposable income, and every increasing consumer spending are in totality driving the Global Retail industry and opportunities and challenges for retail segment players. The market is forecasted to reach an estimated $20,000bn in 2017 with a CAGR of 3.9% over the next six years.

The retail industry consists of establishments engaged in sales of merchandise or various commodities for personal or household consumption, specifically consisting of apparels and accessories, food and beverages, technology, specialty, home improvement, pharmaceuticals, and various others. As developed nations are emerging from the recession, their economies are recovering and the unemployment rates are falling, this is why markets are experiencing new growth peculiarly in this industry.

Hence it is possible to observe the significance of the apparel segment in the retail industry to the overall economy of UAE. The retail industry is a growing industry in the UAE; thus it is very vital to identify the various trends and techniques used in the apparel retail industry to enhance the effectiveness and efficiency of the various brands. RESEARCH OBJECTIVES

* To study the key trends of the apparel industry of UAE. * To understand the sustainable developments measures undertaken by the major players * To conduct a brand health study for Gap
* To understand the buying behavior of the customer in the industry.

SECONDARY RESEARCH

Industry Data

The retail industry is one of the most upcoming industries around the world. It is growing at an increasing rate and accounts for nearly 14-15% of the GDP for developed countries which makes it the fifth largest industry. To add to it the world’s retail industry seizes a market size of $13,164,096.7mn. (Euromonitor, 2012)

More than 80% of the top 250 retailers, 204 companies experienced an increase in the retail revenue with almost all companies facing declining sales because of the restructuring of the segments or business sales. In the beginning the retail industry focused on increasing the stores to indicate growth. But recently the focus has shifted from the number of stores to determining the key players in the industry. There is a high employment because of the following reasons.

From the global point of view the economies of US, China, Japan, India and Brazil went down because of the European crisis. The uncertainty continues in these economies as of 2013. This has an effective impact on other economies including Australia.

The retail industry of the UAE can be divided into two broad categories – namely, grocery retailing and non-grocery retailing. Of...
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