Marketing

Marketing plan Part A

Tutor:
Mr Gilbert Cruz-Carreon
III. MARKETING STRATEGY:

As part of this, Lululemon should consider increasing the current target market, and also open
doors for other target consumer segmenting products strategically, as Hofmaier (2015) says, to
aim for the achievement of more clientele .Therefore this would be an effective aim to increase
these company current sales. Presently, the majority of men, children and teenagers are not at all
aware that this company also offers products for them,. Also, according to Shaw (2013) the fact
of, offering high prices, and poor variation in sizes, is making consumers have different opinions,
and believe concepts like Lulelemon clothing is not suitable for everyone.

So, according to this Lululemon should start aiming to increase their target clientele. Although this
company already knows that opening a new target market may include sections such as sport
clothes for kids, considering variations in sizes, designs, and prices, they should improve
“segmentation” patterns (Bly, 2012, p. 812). Even though considering that Lululemon strength is
women section, this company should open their doors for young children and teenagers, making
the idea that their stores offer products for everyone. The fact of for example, moms that likes
doing sports, and try to encourage their kids to do the same, or in contrast, kids, that loves
practising sports, and parents that sometimes cannot find products of good quality to invest in
children’s sportswear, items would be more appreciate for them, because the clothing as part of
being a good brand, youngsters can use as many times as they want without worrying for the
quality of the item.

According to Davis and Zutz (2013), the worry of people is to not find goods that provides a long-
term quality, then Lululemon, as part of being recognized a good marque, the value proposition to
the idea, of developing kids line section, considering the benchmark of starting to manufacturing
products from the small size (4), to the biggest size (16) for teenagers, offering materials with extra
elasticity, good quality in items, Lululemon will reduce consumer worries. Therefore, the
awareness of get to know what kind of improvements, a company should consider As Buttinger,(
2008) states, developing good merchandises, can many times influence the company position in
the market. For this reason, a target kids line production, could be a great opportunity for this
company to aim the expected for success. This can also, make a difference in the Lululemon
marketplace goal sales increase, where the expected company growth, will be effectively reached,
as it has already done with the current customer.
REFERENCES
Buttinger, F. C., & Vallaster, C. (2008).Connective branding: building brand equity in a
demanding world [EBL version]. Retrieved from
http://samples.sainsburysebooks.co.uk/

Davis, J.A., & Zutz H, J. (2013). Sports marketing: creating long term [EBL version]. Retrieved
from http://qut.eblib.com.au.ezp01.library.qut.edu.au/

Bly, R. W. (2012). marketing plan handbook [EBL version]. Retrieved from

http://www.qut.eblib.com.au.ezp01.library.qut.edu.au/

Collins, D. (2009). Essentials of business ethics: creating an organization of high integrity and
superior performance [EBL version]. Retrieved from
http://www.qut.eblib.com.au.ezp01.library.qut.edu.au/
Collins, D. (2009). Ethical leadership, work goals, and performance appraisals [IGI Global
edition]. DOI: 10.1002/9781118386163.ch9.

Lululemon Athletica, (2015). about us | lululemon athletica. Retrieved from

http://www.lululemon.com/about

Hofmaier, R. (2015). Marketing, sales and customer management (MSC): an integrated overall
B2B management Approach [EBL version]. Retrieved from
http://www.degruyter.com/viewbooktoc/product/447927

Kotler, P., & Armstrong, G. (2014).Principles of marketing [EBL version]. Retrieved from
http://lib.myilibrary.com.ezp01.library.qut.edu.au/

Russell-Jones, N; Jones, L (2014).Marketing Pocketbook: (4RD ed.).[EBL version]. Retrieved

from http://www.qut.eblib.com.au.ezp01.library.qut.edu.au/

Shaw, H. (2013). Lululemon founder Chip Wilson’s 5 most controversial quotes [EBL version].
Retrieved from http://business.financialpost.com/news/retail-
marketing/lululemon-athletica-chip-wilson-controversy

Thangavelu, P. (2015). Understanding Lululemon's Business Model [EBL version]. Retrieved

from http://www.investopedia.com/articles/investing/052715/understanding-
lululemons-business-model.asp

Turow, J., & McAllister, M. P. (2009). The advertising and consumer culture reader [EBL
version]. Retrieved from http://www.worldcat.org/title/advertising-and-consumer-
culture-reader/oclc/767689049