How The Five Stages Help Assist Lululemon Deal With Its Strategic Stakeholders For Avoid Future Public Relations Issues

Lululemon’s primary target customer is a sophisticated and educated woman who understands the importance of an

Finally, Lululemon’s founder, Chip Wilson, made a publicly offensive suggestion, that some women’s bodies were not made to wear his yoga pants. “The problem was that the yoga-apparel company has been having with its pants on the size of women 's thighs” (EBSCO, Nov 14, 2013). After making those comments discourage plus size customers were embarrassed and felt like they don’t want to shop at the store anymore. Some women blamed CEO for making products that don’t last long. One of the examples from Financial Post. However, despite the unfortunate occurrences last year Lululemon is in a very healthy position in the Canadian and US markets. In addition to that, Lululemon’s baggiest competitor is now Sears Canada. Sears became a new stop for consumers who want high-quality and affordable yoga gear. “The struggling department store chain says its Pure Energy Athletics line of yoga clothes has been a hit with customers since they were introduced in February. The chain says it sells yoga pants for $14.99 or $29.99 — a steal compared to similar clothing from other retailers, like Lululemon Athletica” (Edmonton Journal, May 21, 2014). However, Lululemon has a tremendous

3. Industry and market analysis, competitor analysis, and social analysis are examples of which step in the strategic planning process? Analysis of external opportunities and threats

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

Lululemon Athletica Inc., referred to as LULU in NASDAQ, is a global company based in Vancouver, Canada that deals in the designing, making and selling of athletic apparel. Founded in 1998 by Chip Wilson, the company has grown in leaps and bounds to become one of the key players in the industry.

Lulemon Athletica is an athletic apparel company based out of Vancouver, British Columbia, Canada. The company was founded by Dennis “Chip” Wilson, in the year 1998.

a few percent, in 2012 the gross profit margin is the highest it has ever been

Competitor analysis is a serious part of the organization therefore; Target must identify and address all issues pertaining to the business. Target must pinpoint the tangible competitors, and substitutes, evaluate opponents’ objectives, strategies, strengths and weaknesses, and opportunities and threats, and uncover what opponents Target should take on or stand clear of. Therefore, Target must analyze the company’s economic, sociocultural, technological, political, and future.

Lululemon Athletica Inc., founded in 1998 in Vancouver by Chip Wilson, is a company which designs and produces high-end yoga and technical athletic clothing. They have operated primarily in North America and Australia; their initial target customer was an educated woman who lives an active and healthy lifestyle. They opened their first store in Kitsilano in BC in November, 2000. The first store was intended to act as a community hub where people could learn and discuss about the physical aspects and mental aspects of a healthy life, in addition to selling yoga clothing.

To choose the appropriate managerial strategy for the multi-products corporation, we must firstly have to understand the five key Contextual variables, which will help identify the best managerial strategy to use.

Lululemon, a yoga-inspired athletic apparel company for women and men was founded by Chip Wilson in Vancouver, Canada in 1998. What began as a design studio by day and a yoga studio by night, became an independent store in November 2000 (Lululemon Athletica, 2017).

Lululemon Inc. has a strong history of making quality fitness clothing for yoga and other athletic purposes by the founder of the company. Dennis “Chip” Wilson in 1998. After becoming “overwhelmed” by the company’s success in Vancouver, Wilson transferred management of the company to trained managers (Nicholes, 2016, p.6). During this time, Corporate CEO Christine Day’s leadership was put into question due to the low level quality of material used to make the Luon Pants, which had a “see-through problem” due to the extreme sheerness of the pant material. More so, in 2013, corporate leadership had a lawsuit brought against the company directors, including Christine Day, of massively raising the

Lululemon is a rapidly growing company with a different niche for its products. Its philosophy as well as their business model has allowed them to increase revenue over the past years. The dilemma they faced is how to continue expanding without losing their special niche, grassroots and a nontraditional feel of the brand that sets them apart from their competitors.

The industry that Lululemen operates in is the Women`s Apparel industry which is a mature, large and fragmented market that has highly sensitive to the economic conditions and trends.

Lululemon Athletica Inc. was incorporated in the month of November 2005, and is a manufacturer and vendor of practical strapping rendering attire for men, women and female adolescence. The objective of the attires is for healthful situations such as running, cycling, general fitness exercise and yoga. In the attires, it comprises aptitude britches, shorts, tops, jackets and other fitness related products like underwear, bags, bras, socks, yoga mats, yoga instruction discs and water bottles. They primarily operate in North America and Australia.