What is the main purpose of a gap analysis?

A gap analysis is primarily designed to reveal areas for improvement within an organization. It involves comparing the current state of performance or processes against a desired future state. By identifying the "gaps" between these two conditions, businesses can pinpoint specific weaknesses or deficiencies that need to be addressed to achieve their goals. This process is essential for strategic planning and helps organizations focus their efforts on critical areas that can lead to enhanced performance.

While developing new marketing strategies, identifying customer preferences, and enhancing employee performance may all be important aspects of a business strategy, they are not the primary objective of a gap analysis. Conducting a gap analysis provides the foundational insight needed to inform these broader decisions by highlighting where improvements are necessary.