Global Marketing

In this day and age, a company will usually sell their items around the world. The Old Navy retail chain only has stores in Canada, Puerto Rico, and the United States. On the other hand Banana Republic and Gap has stores world wide. Gap currently has 459 stores outside of North America, and are planning to open 190 more within this year. Gap wants to create a global marketing message. Gap's new global marketing campaign is called "Be Bright". They want to express their vibrant colors and how color can change somebody's mood. You can expect their spring clothing to be exploding with color.
Gap outsources jobs over seas so they can pay low wages and avoid american regulations. As shown with all the times they have been caught dealing with sweatshops.

Right now Gap is pushing towards having many stores open up in India and China to attract young adults to their trend. Gap is trying so hard to get themselves out there that they are working together with rival companies to help other countries. An example is when they worked together with UNITE in El Salvador, to open that country's first independent and fully unionized apparel export factory. That way they can get their name out there, and be known as a good international company. Doing all of this will also support their retail company chains such as Old Navy and Banana Republic. 

Ethics & Social Responsibility

Many companies/organizations have begun to be more involved in ethics. Some companies do not follow good moral behavior. Gap Inc. does not follow them since recently in a raid was made in a New Delhi factory and they found children as old as 8 sewing clothes that were going to be sent to Gap Inc. Mind you that Old Navy is a retail chain of Gap Inc. Also in 2000, at a senate subcommittee hearing, Gap was contracting work out to Korean and Chinese owned factories but in Saipan which is a territory of the U.S. That way they can acquire clothing for their company with a serious price reduction but still have it as "Made in the U.S". Also within those factories the employees were mainly young chinese women who had to endure working in rough condition, and if they were pregnant, they were forced to get a abortion so they can continue to work. After that happened Gap Inc. quickly ended their agreement with the factories that had child labor. Now Gap Inc. hires Vendor Compliance Officers so they go and visit he factories to make sure everything is running smoothly and matches their code of conduct. Also they have a program called the Uzbek cotton which they are collaborating with human rights groups to address the problem of children picking cotton in Uzbekistan.
Even though Gap Inc/ Old Navy might have a lot of secrets hidden dealing with child labor, they do try to  give back to the world and be socially responsible. Old Navy has a partnership with The Boys and Girls Club of America and Canada to create Camp Old Navy. With this program teenagers are brought in to learn about the working environment and tell them about career opportunities. In 2012 over 700 Old Navy stores participated in the program and over 7000 teenagers participated in having firsthand experience how retail management, sales, and merchandising goes.

Strategic Planning for Competitive Advantage.

 There are a lot of stores which do not offer a large variety of clothing to be purchased. But in Old Navy that is where their competitive advantage lies. Old Navy is a women, mens, children, and babies clothing and accessory store. The store offers maternity, plus size, and newborn clothing. They also have sizes for petite and tall people. In a way anyone can walk into a Old Navy store and pick up something fashionable. 

History and Mission

Old Navy is a retail chain owned by Gap, Inc. Old Navy makes clothing similar to the Gap brand, but more affordable to people. Old Navy has roughly 800 stores. The company started in 1993 and opened their first store in 1994 in California. By 1995 they already made millions of dollars and had dozens of stores open. Within 3 years they already reached their first billion dollars. Also, in 2001, Old Navy went international by opening stores in Canada. Old Navy's mission is to provide clothing that is fashionable yet affordable for all kinds of people.