Marketing

Marketing Assignment 1: Case Study – Lululemon Due Week 3, Day 7 (Weight: 13.5%) Lululemon Athletica (Lululemon) is a yoga and athletic attire company, with over 200 stores and a presence in 14 countries. In recent years it has been faced with a number of public relations nightmares, including a recall of 17% of its Luon pants due to excessive sheerness. Additional issues arose, when founder and former CEO Chip Wilson made a public statement tying the sheer yoga pants issue to the size of the woman who tried to wear the pants, stirring a public outcry. A former employee confirmed that part of the brand strategy was to avoid the selling of larger-sized clothing. Additional outrage arose when women tried to return the defective pants, and they were asked to bend over to demonstrate the sheerness of the product. Additionally, investor concerns arose and lawsuits were filed due to executive bonuses that occurred just prior to the recall. Evaluate Lululemon from a Marketing perspective using the case study and the known recent history. Review the their corporate website and any other publically available relevant sources such as the WSJ. Using the criteria below identify their current marketing practices and make strategic marketing recommendations for each. Address the following in no more than 6 pages: 1. Identify and evaluate Lululemon’s current stated: a. Marketing goals and objectives b. Target audience c. Competition d. Competitive advantage e. Marketing research effort f. Marketing measures of effectiveness 2. Recommend strategic marketing changes in regards to Lulemon’s: a. Marketing goals and objectives b. Target audience c. Competition d. Competitive advantage e. Marketing research effort f. Marketing measures of effectiveness *For example, Luluemon currently conducts “design sessions” twice a year, after reading and reflecting on the course material do you agree this “qualitative approach” is best for the future of LuLuemon JWI 518: Marketing In a Global Environment Assignment 1 ©2015 Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not be copied, further distributed, or otherwise disclosed, in whole or in part, without the expressed written permission of Strayer University. This course guide is subject to change based on the needs of the class. Your assignment must follow these formatting requirements: • Typed, double-spaced, using Times New Roman font (size 12) with one-inch margins on all sides. • Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required assignment page length. • Include a reference page that is consistent and organized. The JWMI Style Guide is available as a reference. Grading for this assignment will be based on the following grading criteria: Weight: 13.5% Assignment 1: Case Study – Lululemon Criteria Unsatisfactory Low Pass Pass High Pass Honors 1. Identify and refine Lululemon’s Marketing Goals and Objectives. Weight: 15% Did not submit or incompletely identified and refined Lululemon’s Marketing Goals and Objectives. Partially identified and refined Lululemon’s Marketing Goals and Objectives. Satisfactorily identified and refined Lululemon’s Marketing Goals and Objectives. Completely identified and refined Lululemon’s Marketing Goals and Objectives. Exemplarily identified and refined Lululemon’s Marketing Goals and Objectives. 2. Identify and refine Lululemon’s target audience. Weight: 15% Did not submit or incompletely identified and refined Lululemon’s target audience. Partially identified and refined Lululemon’s target audience. Satisfactorily identified and refined Lululemon’s target audience. Completely identified and refined Lululemon’s target audience. Exemplarily identified and refined Lululemon’s target audience. 3. Identify and refine Lululemon’s competition. Weight: 15% Did not submit or incompletely identified and refined Lululemon’s competition. Partially identified and refined Lululemon’s competition. Satisfactorily identified and refined Lululemon’s competition. Completely identified and refined Lululemon’s competition. Exemplarily identified and refined Lululemon’s competition. 4. Identify and refine Lululemon’s competitive advantage. Weight: 15% Did not submit or incompletely identified and refined Lululemon’s competitive advantage.. Partially identified and refined Lululemon’s competitive advantage. Satisfactorily identified and refined Lululemon’s competitive advantage. Completely identified and refined Lululemon’s competitive advantage. Exemplarily identified and refined Lululemon’s competitive advantage. JWI 518: Marketing In a Global Environment Assignment 1 ©2015 Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not be copied, further distributed, or otherwise disclosed, in whole or in part, without the expressed written permission of Strayer University. This course guide is subject to change based on the needs of the class. 5. Identify and refine Lululemon’s marketing research effort. Weight: 15% Did not submit or incompletely identified and refined Lululemon’s marketing research effort. Partially identified and refined Lululemon’s marketing research effort. Satisfactorily identified and refined Lululemon’s marketing research effort. Completely identified and refined Lululemon’s marketing research effort. Exemplarily identified and refined Lululemon’s marketing research effort. 6. Identify and refine Lululemon’s marketing measures of effectiveness. Weight: 15% Did not submit or incompletely identified and refined Lululemon’s marketing measures of effectiveness. Partially identified and refined Lululemon’s marketing measures of effectiveness. Satisfactorily identified and refined Lululemon’s marketing measures of effectiveness. Completely identified and refined Lululemon’s marketing measures of effectiveness. Exemplarily identified and refined Lululemon’s marketing measures of effectiveness. 7. Clarity, logic, and writing mechanics. Weight: 10% Multiple mechanical errors or much of the text is difficult to understand and fails to follow formatting instructions. The text does not flow Several mechanical errors make parts of the text difficult for the reader to understand; the text does not flow or the discussion fails to justify conclusions and assertions. More than a few mechanical errors; text flows but lacks conciseness or clarity; assertions and conclusions are generally justified and explained. Few mechanical errors; text flows and concisely and clearly expresses the student’s position in a manner that rationally and logically develops the topics. No mechanical errors; text flows and concisely and clearly expresses the student’s position in an exemplary manner that rationally and logically develops the topics.