Lululemon Case Analysis Essay

4336 Words Jun 10th, 2014 18 Pages
Lululemon Athletica, Inc.

Created by: Kelsey Davis
GBA 490-901
March 21, 2014
Table of Contents

Executive Summary
To: Laurent Potdiven
Chief Executive Officer
Lululemon Athletica Inc.
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 tools
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In the athletic apparel industry, as in any industry, it is key to stay in touch with the current trends in order to keep your products relevant. With Lululemon focused on such a niche activity it will be important that they explore other markets within the sports apparel industry in the future so as to stay relevant. We can see the company’s first steps in doing just this when they recently introduced their men’s apparel line. A summary of the athletic apparel industry’s external environment are listed in Exhibit 1.
Driving Five Forces
Lululemon faces constant competitive pressures from the five main driving forces: rivals/competitors, new entrants, substitute products, suppliers bargaining power, and buyers bargaining power.( Thompson, Peteraf, Gamble, and Strickland) Below is a detailed analysis of the competitive forces noted in Exhibit 2.
The rivalry among existing competitors is strong. It is becoming increasingly harder to develop new and unique products based solely around a small niche activity. There are only so many aspects of yoga that can be explored and that products can be developed to accompany. Although Lululemon was the first, new competitors are seeing the profit to be had in this niche market and are entering with the goal of creating new more creative strategies to compete with Lululemon and take part of their large market share. (Morning Star)
The threat of new entrants is moderate. Although this niche market is…

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