Maketing on Lululemon Case

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Marketing Project

Prepared for:  Prof. Jane Wang; Prof. Hyun Yong Park

  MKTG022

Prepared by:  Group 35

                 MA20180009

                 MA20180056

                 MA20180059

                 MA20180103

                 MA20180108

Submitted Date:  December 9th, 2016

This is to certify that this work is entirely and exclusively my/our own, except for those cited and noted.

Team Number: ___Team 35___

China Europe International Business School

Table of Content

1.        Part I Defining the Market        1

1)        Company Selection        1

2)        Company Introduction        1

i.        Company History        1

ii.        Company Vision        1

2.        Part II Company Analysis        3

1)        Competitive Positioning (5C Analysis)        3

i.        Company (SWOT Analysis)        3

ii.        Collaborators        3

iii.        Customers        4

iv.        Competitors        4

v.        Contexts        5

2)        Marketing Mix (4P Analysis)        6

i.        Nike        6

ii.        Lululemon        7

3)        Target Segments (STP Analysis)        9

i.        Segmentation        9

ii.        Targeting        10

iii.        Positioning        10

3.        Part III Recommendations        11

1)        

i.        Lululemon current products and image analysis        11

ii.        

iii.        Introduction of Healthy lifestyle in Lululemon brand        13

2)        Lululemon yoga center establishment        14

i.        The yoga trend and center analysis        14

ii.        The Lululemon Yoga HUB        14

iii.        Grafting the Lululemon HUB        15

3)        Expansion in China Market        16

i.        

ii.        Recommended expansion strategy in China        16

4.        References        18

Executive Summary

1. Part I Defining the Market

1. Company Selection

Lululemon Athletica (LULU) is a company that designs and sells performance apparel that’s primarily inspired by yoga and other fitness activities. Its clothes retail under the Lululemon and Ivivva brand names. LULU designs and uses technical fabrics for its apparel, which are more suited to athletic pursuits.

The company has gone through an exceptionally fast growth since its founding and has obtained a large share of the North American ‘Athleisure’ market. We have chosen this company because of these reasons as well as because it has recently set sail in the China market.

Are goal in choosing this company is to analyze its success as well as its failures and suggest strategies that may be applied in its venture to the China market.

1. Company Introduction

1. Company History

The company is based in Vancouver, Canada. It was founded by Dennis “Chip” Wilson in 1998. The company was formed to fill a perceived need for athletic apparel for women. The company’s first store opened in 2000 in Vancouver. Since then, the company has expanded dramatically, both in Canada and abroad. Its store count stood at 289 stores located in the US, Canada, Australia, New Zealand, and the United Kingdom as of November 2, 2014.

1. Company Vision

LULU has a distinct corporate culture. It follows certain principles that it believes should help people live longer, healthier, fun-filled, and stress-free lives. These principles include sweating every day, breathing deeply, drinking lots of water, and getting outdoors every day.

The company’s approach to marketing its brand is community-based, revolving around its retail outlets. Each store regularly organizes local events, which increases customer engagement. This approach also keeps the brand in the spotlight within communities and encourages repeat store visits.

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