Expansion mapping



Gap analysis

Key questions

Are there strategic or operational gaps between market requirements and the brand’s status quo? What priorities can be identified to tackle shortcomings?



  • Identify relevant items of the analysis based on market requirements, positioning target, and strategic objectives
  • Identify and evaluate operational and strategic gaps based on different sources, including existing internal materials and prior analysis
  • Define current situation based on knowledge of general market developments and activities planned for the brand
  • Identify and prioritize tasks and steps to close gaps and achieve set targets



  • Report on operational and strategic gaps between the brand’s performance and market requirements
  • Early-warning alerts for performance shortcomings
  • Prioritized action and change plans for strategic and operational initiatives to be implemented to achieve business and brand goals


Performance gap analysis

Pic13_Performance gap analysis

Knowledge gap identification

Pic14_Knowledge gap identification