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MEMORANDUM 7 September 2006 To: Rick Stevens From: Brian Hentz Subject: Assignment I understand and respect your decision to gather some feedback from me and my cohorts as you make a decision regarding Gap’s expansion plan.. Gap’s Critical Problems and Issues While Gap recognizes the merits in penetrating select international markets, the firm also is acutely aware of both internal and external forces that impede these expansion efforts: ► Online purchasing options have made Gap vulnerable to fickle shoppers’ fashion proclivities.. Proposed Action Plans for Gap While these problems offer concerted challenges, Gap can proceed with international expansion and reap significant profit margins by following these suggested proposals: ► Gap should market its Banana Republic brand—its premium brand—more forcefully in Germany and France, while simultaneously placing more of its marketing emphasis on its lower-priced brands in Japan..