1. Executive Summary on OLD NAVY INC.

The executive summary is a synopsis of the overall marketing plan. It should provide an overview of the entire plan including goals/objectives, strategy elements, implementation issues, and expected outcomes. The executive summary should be the last part of the marketing plan that you write.

2. Company Overview

Describe what company is about. Include information such as an industry the company/brand is in, mainstream products, annual sales revenue, and market leadership.

3. Situation Analysis

A. The Internal Environment (refer to Exhibit 3.3)

Review of marketing goals and objectives

Identify the firm's current marketing goals and objectives.

Explain how these goals and objectives are being achieved.

Explain how these goals and objectives are consistent or inconsistent with the firms mission, recent trends in the external environment, and recent trends in the customer environment.

Review of current marketing strategy and performance

Describe the firm's current marketing strategy with respect to products, pricing, distribution, and promotion. Which elements of the strategy are working well? Which elements are not?

Describe the firm's current performance (sales volume, market share, profitability, awareness, brand preference) compared to other firms in the industry. Is the performance of the industry as a whole improving or declining? Why?

If the firm's performance is declining, what is the most likely cause (e.g., environmental changes, flawed strategy, poor implementation)?

Review of current and anticipated organizational resources

Describe the current state of the firm's organizational resources (e.g., financial, capital, human, experience, relationships with key suppliers or customers). How are the levels of these resources likely to change in the future?

If resource levels are expected to change, how can the firm leverage additional resources to meet customer needs better than competitors?

If additional resources are not available, how can the firm compensate for future resource constraints (lack of resources)?

Review of current and anticipated cultural and structural issues

In terms of marketing strategy development and implementation, describe the positive and negative aspects of the current and anticipated culture of the firm. Examples could include:

The firm's overall customer orientation (or lack thereof)

The firm's emphasis on short-term versus long-term planning

Willingness of the firm's culture to embrace change

Internal politics and power struggles

The overall position and importance of the marketing function

Changes in key executive positions

General employee satisfaction and morale

Explain whether the firms structure is supportive of the current marketing strategy.