A Five Year Marketing Plan For Tulip Clothing

This report has been created with the intent to analyze the athletic apparel industry with a specific focus on Lululemon Athletica, Inc., further refered to as Lululemon. In this report you will find that the strengths and weaknesses of Lululemon’s current strategies and future goals are analyzed and compared to that of its closest competitors. In conclusion to the analysis, recommendations have been made to potentially guide Lululemon Athletica, Inc. in a positive direction in regards to its future endeavors. The following

ReferencesAssail H., Reed P., and Patton M, (2002), "Marketing: principles and strategy", Harcourt Brace, Australia

Driggs (2008) recognises the importance of service quality in the ‘race for customers’ because essentially, the quality of a service is often the only differentiating factor between companies in the eyes of consumer. This quality can then be rendered into increased customer loyalty, organisational growth, profitability, and shareholder value.

Lululemon’s grass roots marketing approach is very community-based and store-centric. The company builds brand loyalty through local initiatives like its ambassador program which promotes brand visibility throughout the community. The products of Lululemon are limited and not diversified. The company has been able to gain a sustainable competitive advantage — “providing buyers with superior value compared to rival sellers or offers the same value at a lower cost to the firm” —because of the complementary products which is produced by other companies dealing in sporting

Lululemon Athletica Inc. thrived off its 5 key elements in their growth strategy which helped to acquire a stronger revenue base that enabled them to have a differentiated product line,design and culture. Trademarked fabric and technology helped their brand loyalty which enabled them to get products in and off the shelves in a 2 month period. Additionally 95% of its inventory was sold at regular price. This was attainable because of the strategic multi-channel approach used to enhance its market presence

Kotler, P., & Keller, K. (2012). Marketing Management (14th ed., pp. 517-518). Essex, London: Prentice Hall.

The women's apparel market is highly competitive. With the launch of a new active-wear line from Harrington Collection's, more and more competitors will start to realise the potential value in in producing an active-wear line of their own. The active-wear market is growing so rapidly (expected to double turnover from 2007 to 2009), that eventually all of Harrington's competitors would likely be expected to launch a line of their own, relying on existing brand loyalty and high-scale advertising campaigns to capture market share and move units.

All too common products success or failure rides heavily on how the product image characterized matches against the consumers associated beliefs for that same product when they contemplate on buying the product (Bhasin, 2016). Furthermore, the consumers’ willingness to buy based on those core beliefs and expectation of the product, further drives customers in reaching the final purchase decision. A company’s product can easily be short-lived or adopted quickly by a competitor company (Bhasin, 2016). Knowing this makes it critical for businesses to understand additional drivers associated with the customers shopping experience, along with the customer’s core belief and their expectation from the product purchase. Therefore, the following tables created provide details of Lululemon and Planet Fitness. This table shares each company’s core beliefs, basic product offering, customer expectation of a product and the company augmented benefits provided to the product for Lululemon Athletic Apparel and Planet Fitness.

Introduction There appear to be five major debates taking place in the service quality area. One debate concerns the similarities and differences between the constructs of service quality and satisfaction (see e.g. Anderson and Sullivan, 1993; Bolton and Drew, 1991; Cronin and Taylor, 1992, 1994; Oliver, 1993; Parasuraman et al., 1988; Taylor, 1993; Zeithaml et al., 1993). There appears to be a consensus emerging that satisfaction refers to the outcome of individual service transactions and the overall service encounter, whereas service quality is the customer’s overall impression of the relative inferiority/superiority

Module description This module covers the skills and knowledge required to advise on and carry out customer service strategies and to evaluate those strategies on the basis of feedback and design for service improvement. Learning outcomes Students will, upon successful completion of this unit understand the needs of both internal and

• Have created partnerships with professional sports leagues like Major League Baseball, the National Hockey League, and the Baltimore Marathon. • They offer a wide range of apparel, which appeals to a larger number of people. • Positive responses from customers in their target markets. Weaknesses: •

The threat of “Substitutes” to Lululemon is high, although the demand for performance apparel and goods is moderate. The competition has comparable products with the exception of the “Trademark” material that loyal Lululemon customers may prefer. The product demand for high performance sports apparel is an expanding market.

Customer satisfaction and service quality are the two important components that direct anyone’s attention in every concept related to marketing, services, etc. (Spreng and Mackoy, 2006). In today’s competitive era, the success lies in

It is common to face with many negative setbacks during the development stages. Those setbacks may cause majority of the organisations to fail and results in downsizing their market. However, Uniqlo had overcome it as they have a group of dedicated team who are always on the ball at all times. The team is constantly monitoring on achieving the correct standards and ensure that every processes are carried out appropriately. Despite there were many challenges, it had concluded with a positive note and has expanded its market to become one of the largest retailer around Asia countries. Uniqlo practices a good management skill within this business environment.

Service quality represents a fundamental aspect of delivery, which strongly influences consumer satisfaction and, as a result, loyalty. In today’s global market a customer’s service expectation has to be met and exceeded eventually in order to retain customers as well as achieve success. Perceived quality of a product or a service is becoming one of the major competitive factors in the business world and has led to the innovation of the ‘Quality Era’ (Peeler, 1996). In simple words, the comparison of customer expectations with service performance is service quality. On the other hand, customer satisfaction is defined as a pleasurable fulfilment response toward a good, service, benefit, or reward (Oliver, 1997). Both of these