Gap Analysis
Identifying difference between current position and desired position (goal).
Formula
Gap = Desired Position − Current Position
Real World
Marks & Spencer used gap analysis in 2016 to identify that its clothing sales were falling short of targets, leading to its 'Plan A' transformation programme to modernise the brand.
Exam Focus
In 'analyse' questions, explain both what the gap reveals and what strategic options exist to close it.
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