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Lululemon Athletica: Driving Global Growth
內容大綱
Lululemon Athletica Inc. was a Canadian multinational athletic apparel company for women and men. Founded Vancouver in 1998, the company ended fiscal year 2020 with a strong performance, bringing in over US$4.4 billion in annual sales. However, with only 14 per cent of its sales coming from international markets outside North America, the company’s priorities for 2021 and beyond included global expansion. As of February 2021, the new executive vice-president international was a month into his role and faced the challenge of quadrupling 2018 international sales of US$360 million to US$1.44 billion by the end of 2023. How many new stores should Lululemon Athletica Inc. plan to open in each of the company’s three major international markets of China, Asia-Pacific, and Europe? Which geographic regions or countries should it focus on to grow the Vancouver-based company internationally?
學習目標
This case can be used in undergraduate- and graduate-level courses for several purposes, including to introduce students to concepts such as blue ocean strategy, corporate growth through adjacencies, and global strategy. The instructor may choose to use the exhibits included in this teaching note to deliver a mini lecture. After analyzing the growth strategy of Lululemon from its founding to January 2021, students will be able to<ul><li>explain how a company creates an uncontested marketplace;</li><li>analyze a multinational athletic apparel company’s expansion into adjacent categories; and</li><li>evaluate a company’s globalization strategy.</li></ul>