Essay on Old Navy Marketing Plan

896 Words Apr 30th, 2008 4 Pages
Old Navy operates a chain of 960 stores in North America. Old Navy offers its own brand if women’s, men’s, and children’s clothing and accessories at discount prices. According to Yahoo Finance, in 2006, the company’s revenue grew 1.6 percent to $6.86 billion.

Business Mission
Old Navy is a brand owned by Gap, Inc. As a whole, Gap’s purpose is “to make it easy for you to express your personal style throughout your life” (www.gapinc.com). The culture of Gap, Inc is governed by their key values: integrity, respect, open-mindedness, quality and balance. One way Gap achieves their purpose is through one of their four brands, Old Navy. The brand is known for offering on-trend apparel and accessories at great value. Old Navy's mission is to
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Old Navy baby and plus-size lines encourage customer loyalty at all stages of ones life.

Perhaps one of the biggest strengths for Old Navy is its resistance to social and lifestyle changes. This is arguably one of the biggest factors that has moved Old Navy forward in the last ten years as it has. Old Navy offers great clothes at great prices, period. With such a huge strength, regardless of social and lifestyle changes, there will always be a demand for great clothes at great prices. Old Navy has already mastered this, however the biggest hurdle for the company in the future is to keep their apparel and accessories up-to-date and “in fashion”, which so far has not been a problem.

Another major strength is the brands appeal to all ages, income-level, backgrounds and ethnicities. Old Navy offer basic, casual and professional apparel across all borders.

Technologically, the brand is also keeping up with recent growth in e-tailing though oldnavy.com. Old Navy appeals to internet shoppers by offering credit cards that offer numerous savings in stores at oldnavy.com.
Threats
Competitors such as American Eagle compete for the lucrative teen market. Its major competitors as a whole include Kohl’s, Target and Wal-Mart stores, In addition, there are numerous new competitors entering the market.

Although Old Navy offers its own brand of clothing, its major competitors all offer a

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