Business Marketing

Old Navy is not really known much for their business marketing. They do however offer clothes to less fortunate children from time to time. If an organization buys Old Navy's clothing and puts it to use in a way other than just using it themselves, then it would be considered business marketing. Most of Old Navy's suppliers are from over seas and most of them from china.

Segmenting and Targeting Markets

Old Navy started it's market segmentation with the casual wear of fashionable clothing. With their segmentation bases, some of their clothing is advertised to certain groups of people more. Along with different stores around the United States, their stores sell different items depending on the location. With the demographics, of course, some items are being portrayed to parents, or to grab the kids attention. Overall there are many different kinds of segments and target markets. It is part of a business's plan to figure out how to group customers and see where can they make the most profit out of it.

Developing and Managing Products

Old Navy doesn't really have entirely "new" products. They continue their line of products and keep dishing out new ones, but it is not anything the world hasn't seen already. With their new products strategy, they are trying to keep things "quirky". So if they come out with a new line of clothing, it will surely be colorful and bright. Old Navy is trying to develop clothes that are more fashionable and business casual. Also recently their president Tom Wyatt resigned so it shows Old Navy is trying to heavily change its product assortments.

Product Concepts

Old Navy's products are everything that is purchases at the store and the service you receive. Old Navy gets customers to buy more clothing through unsought products as does every clothing store. They set up a lot of their products so that they are visible from just walking by. All of their products is a product mix.Old Navy does family branding which they market different kinds of products still under their name such as underwear, outdoor wear, slippers etc. Old Navy has certain products that are trademarked like their hoodies, t-shirts, and khaki pants. I think Old Navy sells some of their products as persuasive labeling. To try convince them on how good it sounds instead of saying their specs. Lastly, Old Navy has warranties but only if the item you purchased had a defect, then they will gladly send you another one.

Sales Promotion and Personal Selling

Old Navy is a company that always has sales and coupons available for the consumer. You can get them in the mail or just search online and you will get a handful of coupons. They also offer rebates on certain items and premiums on some online items. They also have loyalty marketing programs in which they reward their customers over time. A certain amount of money spent there they get points and with those points they can get discounts etc. Their samples are in a way trying out their clothes and see if they fit nicely. Right now GAP is trying to "push" their companies overseas to expand their industry. If you are trying to apply for Old Navy you can get a referral from someone who already works there or worked and can get the job easier.

Advertising and Public Relations

Many different kinds of companies use different kinds of advertising. Old Navy uses product advertising which they advertise their clothing that they have for every kind of person, mainly kids and pregnant women. Not only do they advertise that but also make it very clear that their prices are seriously low. Their mediums or way to have their advertising out there are online, coupons, and T.V commercials. Old Navy does not do infomercials but generally has a audience selectivity which is people of lower paying jobs. They also try to get famous people into their commercials. I think they have done an excellent job in their advertising since it gets them millions of buyers all the time.

Retailing

I went to give Old Navy a visit to report on how it would go. First off Old Navy is a chain store that operates under Gap Inc. Gap / Old Navy are considered specialty stores so their level of service is high, they have a narrow product assortment and a high gross margin. As I entered the store I had in mind that I was not going to buy anything. Immediately as soon as I entered I saw signs about prices reductions. I walked around through the clothes sections and a employer asked me if I needed help and I replied with no. Five minutes later another employer asked me if I needed help, so I asked where is the restroom and pointed towards it. The bathrooms were nice and clean, along with the clothes in some areas. Overall I think Old Navy runs their stores pretty efficiently. Their products are neatly put on display, the employees are always doing their job and everything just went smooth.

Consumer Decision Making

People absolutely love to purchase clothing that is cheap and presentable. If it looks nice and the price is right, it most likely will be purchased. Old Navy tries to deliver that as efficient as possible. Just the other day I walked into a Old Navy to see how the store is displayed. They have big signs showing their prices for pants etc. Now these clothes might not be purchased by upper social classes but they sell a lot. I went to buy some boxers and at the counter a worker was trying to get me to buy their socks and I did. Now doing so I have comfortable socks. Old Navy's way of advertising or showing their external stimuli is very useful on their part. The stage need recognition also comes into play here since people might not need to buy so many clothes but with these low prices, why not? Old Navy does a good job in luring their customers in with wide open doors and big signs.

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.