12 May HOW CAN LULULEMON ALTER THEIR MARKETING STRATEGY TO TARGET DIFFERENT DEMOGRAPHICS?
Issue 1 and Recommendation
Issue 1: How can lululemon alter their marketing strategy to target different
demographics?
2. Justification and Recommendation 1
Recommendation: Apply the same techniques as previous strategies, while broadening
targets to all athletes and demographics.
Justification: Company has already established itself in a niche market, but could
expand easily by using its unique marketing approach.
3. Issue 2 and Recommendation 2
Issue 2: How can lululemon develop designs and fabrics to differentiate themselves from
competitors while establishing patents and trademarks to better protect intellectual property to reduce competition?
4. Justification and Recommendation 2
Recommendation: Consulting designers to create unique fabrics and product parts with
intent to only be manufactured for lululemon use.
Justification: Decrease likelihood of competition imitating lululemon’s products and
ideas.
5. Action Plan
Identifies specific operational and functional tactics to be undertaken (tasks) Specifies resources to be used:
-time frame for competition
-financial resources
-organizational and/or human resources
Group Assignments:
Everyone write 2 tasks for each issue.
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