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Project Description:
The management team at Gap is struggling to regain its premier position in retailing. As part of a focus group, you and your team have been asked to brainstorm ideas that will help turn around its fortunes.
Your team members are to visit the Gap or Old Navy website and take notes on appearance, merchandise selection, and customer service. You should also explore the website to learn about the company's commitment to social responsibility.
Form teams of four or five people. Discuss your task and decide on a goal. Make assignments. Who will investigate Gap's website? Who will lead the brainstorming session?
Hold a 10-minute brainstorming session following the suggestions in Chapter 5 for generating ideas. What could be changed to attract more customers in your age group to Gap and Old Navy?
Set a quota of at least 20 suggestions. Take notes on all suggestions. After 10 minutes, organize and classify the ideas, retaining the best.
Organize the ideas into an outline and submit it to your instructor. Your instructor may ask for individual or team submissions.