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lululemon athletica Inc.

Jenna Beyer, Leon Faifman, Eric Ho, Miso Kezunovic, and Lance Olian

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Texas A&M University

  • Please read this case on lululemon athletica Inc. including Case Flash
  • Forward 1 & Case Flash Forward 2

  • And write answers to the following questions in a word document of up to
  • 4 pages 12-point single space and submit it onto Canvas.

    Case Questions

    1. Define the generic business-level strategy used by Lululemon. Who is the

    targeted customer? What customer need does the company satisfy? How does

    the company use its competencies to satisfy the need?

    2. What industry is Lululemon competing in? Analyze the competitive forces in the

    external environment using Porter’s five forces model.

    3. Discuss the advantages and disadvantages of Lululemon’s small size relative to

    its larger competitors. Be sure to address issues related to governance,

    resources, and structure.

    4. What challenges will Lululemon face when expanding into Asia? Focus on

    factors such as pricing, brand awareness, positioning, customer acquisition,

    distribution, etc. Within these markets address the differences in culture/business

    practices and recommend a global strategy for Lululemon.

    5. What ethical dilemmas/issues has Lululemon faced over the last few years?

    Analyze the impact of the ethical issues by addressing the stakeholders involved,

    consequences of the ethical issue and laws/standards that are relevant to the

    issue, if any. How could Lululemon have handled these issues differently?

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