Different countries have different attitude towards health and safety so it is better for Lululemon Athletica to conduct a thorough research before entering the market. Organizational culture derives strong influence from the societal norms, values and trends. Lululemon Athletica Inc. case study (referred as Lululemon Athletica for purpose of this article) is a Harvard Business School (HBR) case study covering topics such as Sales & Marketing and strategic management. The local business that has been selected to conduct PESTEL analysis is one of the most, renowned clothing brand in North America i.e. It must look at regulations and law in each of countries that they operate in. A close eye should be kept on analyzing the 5G and determining its potential to deliver positive business outcomes through enhanced user experience, increased speed and expanded access. The PESTEL analysis model supports strategic management by identifying the external factors that present opportunities or threats, based on the remote or macro-environment of the fast-food business, pertaining to the political, economic, sociocultural, technological, legal, and ecological factors (the PESTLE factors). While micro environment factors such as competition norms impact the competitive advantage of the firm. Copyright 2023 IPL.org All rights reserved. As such, Lululemon should temper its expansion efforts with risk management and scenario planning strategies to account for known and hypothetical political threats. For example it has been extremely difficult for US companies to enter UK health market as UK health system is a nationalized system and everything goes through contracts at national level. Technological trends can be used to start the creative social media campaigns for developing online brand communities. In some societies, consuming the offered product is considered a status symbol, while, some people use the same products for functional aspects. The bond rating of national government is investment grade. Factors influencing consumers' purchase intention of green sportswear. Environmental factors are fast gaining traction not only among consumers but also among regulators and policy makers. Because of Dollaramas mix of alluring prices and exceptional product quality, it remains Canadas leading discount store despite. Lululemon Athletica should assess what are preferred choice of mobile payments in local economy and chose the business model based on it. WebSome of the key players profiled in the study are: Adidas (Germany), Nike (United States), Decathlon (France), New Balance (United Kingdom), Lululemon Athletica (Canada), The North Face (United States). Due to limited information from countries' perspective (language barriers), this paper will analyze the European union clothing industry as a whole, in term of the development, the competitiveness and the disparity between top and bottom players in regards to financial performance. Huawei, being a multinational company is affected by the external business environment. 2. Social factors that leadership of Lululemon Athletica Inc. should analyze for PESTEL analysis are -, Technology is fast disrupting various industries across the board. Economic factors of a country and region have a direct impact on the potential attractiveness of a given market. Some of the economic factors that Lululemon Lululemon's should evaluate both in the present market and one in which it wants to enter are inflation rate, GDP growth rate, disposable income level etc. With that being taken away, they will be put The gender composition of labor market is a good indicator of disposal income of household, priorities of the households, and related needs. Is the "Yoga Bod" the new skinny? High GDP also signals the consumers ability to spend more on offered products. If there is huge income inequality in the society then the likelihood of conflict and crime increases. Copyright, patents / Intellectual property law. Wall, S., Minocha, S., & Rees, B. The first Converse All Star shoes was made in the middle 1900 as a shoes for basket ball players. If you need help with something similar, Analyze the Lululemon Lululemon's external competitive environment to identify opportunities and threats. WebIntroduction to PESTEL Analysis PESTEL Analysis / PEST / STEP Analysis for Lululemon Athletica (United States) At Oak Spring University we have updated the Lululemon Athletica PESTEL Analysis is light of emerging geo strategic and geo-political factors such as Russia Ukraine war, tensions between China & Taiwan, chances of Choosing the vision, mission and the WebThe PESTEL Analysis of Lululemon Athletica Inc - Moving Forward With Humility will take into account the most important aspects of the external environment that impact the business. Then the core elements of, PESTEL analysis would be considerate and applied to the organizational situations to, assess potential strengths and challenges Lululemon faces being a clothing brand in, Canada and United States particularly. PESTLE analysis Political Lululemon operates at wide range of market. It must look at regulations and law in each of countries that they operate in. Lululemon is fast growing company that open stores or franchise in market such as America, Japan, Australia and Europe. (2008, December). The marketing department of Lululemon Athletica Inc. can use the information retrieved from social, environmental analysis to target the consumer groups and increase the appeal of offered products to potential buyers. It must look at regulations and law in each of countries that they operate in. Economic factors of a country and region have a direct impact on the potential attractiveness of a given market. All the regulations about design patent need to be monitored by company. Consequently, the employment of additional staff and procurement of new resources to control for technological threats is liable to generate additional expenses. WebPESTEL Analysis is a strategic management tool that Lululemon Athletica management can use to make better decisions. so there is a big opportunities for converse from these companies. In order to evaluate a company, we need to go beyond the numbers mentioned in financial statements. 3. MarketLine. Lululemon Athletica Inc. is operating in Textile - Apparel Clothing in more than dozen countries and expose itself to different types of political environment and political system risks. 4. The consumers spending patterns are influenced by their purchasing power of money. Feel free to connect with us if you need business research. In 2008 International Conference on Information Management, Innovation Management and Industrial Engineering (Vol. Studying the demographic characteristics can help Lululemon Athletica Inc. in choosing the right market segment/segments with high growth potential. Lululemon Athletica Inc. need to study data protection regulations to protect the customer data. - Transparency in Judiciary System & Processes Transparency is essential for fair and consistent decision making. - Birth Rate Birth rate is also a good indicator of future demand. Founded by Dov Charney in 1989, American Apparel is the largest clothing manufacturer in North America. Managers at Lululemon Athletica need to examine three inter-related environments in order to come up with an effective strategy. The implication for Lululemon Athletica is that it can boost sales of its product in short run but also expose Lululemon Athletica to medium term forex and currency depreciation risks. - Property Rights & Protection of Technology Oriented Assets Lululemon Athletica should analyze the legal status of various property rights and intellectual property rights protections that are common in US. Lululemon Athletica Inc. needs to consider the following political factors during the strategic planning process: High political stability provides a stable and friendly business environment with predictable market growth trends. Order Now - Lululemon Athletica Inc. PESTEL / PEST Analysis, Order Now - Lululemon Athletica Inc. 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It pressurizes the Lululemon Athletica Inc. to develop new products quickly, increase product range diversity, integrate flexibility into the value chain and develop healthy business relationships with value chain partners. Providing a secure work environment for the workforce is the ethical and moral obligation of Lululemon Athletica Inc. As such the impact of the external business environment factors on Huaweis marketing strategy are explained by the PESTEL Model as follows: PESTLE analysis Lululemon Athletica can leverage this trend to expand the market beyond its traditional customers by employing a differentiated marketing campaign. Case Study Solution & Analysis of Lululemon Athletica Inc. SWOT Analysis of Lululemon Athletica Inc. 5C Marketing Analysis of Lululemon Athletica Inc. 4P Marketing Analysis of Lululemon Athletica Inc. Porter Five Forces Analysis and Solution of Lululemon Athletica Inc. Porter Value Chain Analysis and Solution of Lululemon Athletica Inc. 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BusinessTeacher.org provide free business resources and online learning tools, perfect for helping students and professionals to develop their knowledge and gain a better understanding of different aspects of business. Nevertheless, Dollaramas main competition all strive to reduce prices and maintain exceptional quality, which can be stressful for these companies because when you lower the prices you also lower the profit. This gives Lululemon a lot of choice in picking who they want to buy supplies from. Lululemon Athletica Inc. can enter in low taxation markets and benefit from high profits that can be invested in research and development activities. As mentioned, the snowboarding industry is becoming increasingly competitive and requires constant innovation and management to retain market share. Another threat to Lululemon is increased foreign costs. As Lululemon heavily relies on foreign manufacturers to make their products at a lower price, they have a greater risk of losing those high margins if foreign costs rise. Comparative advantages of host country and Consumer Goods sector in the particular country. Political factors also comprise of laws, activities and groups that impact and limit companies and individuals in a certain culture and society. Case Analysis - Lululemon Athletica, Inc. SITUATION ANALYSIS OF LULULEMON ATHLETICA INC..docx, Shahjalal University of Science & Technology, Group4_TeamPresentation_StrategicReview_CSBA1000F21_S2.docx, Australian College of Business and Technology, Colombo, According to officials in the Ministry of Ports Shipping and Waterways we are, LINEAR ELEMENTS AND ROOT MEAN SQUARE VALUES The devices connected to an AC, a rad v 2 R T 2 R v G 667 x 10 11 Nm 2 kg 2 T Segler 11172014 Texas AM, audit assistant has told you that he does not understand financial statement, TORONTO TRANSIT COMMISSION 121210 Exhibit B TTC Business Requirements System, Problems for Chapter 10 411 where 6 ii is the Kronecker delta symbol I 1 i j 6i, LAW 531 Week 5, Drafting Employee Handbook Policies.doc, You are required to discuss the deductibility of the above amounts for the, 28 HKDSE PP Paper I Qn 13 7 marks The bar chart below shows the distribution of, Part A Identify a community of your choice within Australia, including the key characteristics of your chosen community. Posted by Zander Henry on At its early beginnings, A&F had been an outfitter of sporting goods and rugged apparel, but also a place where individuals could learn skills and get involved in the community. Lululemon Athletica Inc. operates in a complex and dynamic environment characterized by regulatory changes, growing environmental activism, collective social trends, technological changes and evolving legal system. Moreover, considering the development and maturity level of technology in the respective market is also important. Whereas, operating in rigid labor markets may cause labor wage and other issues raised by powerful labor unions. The environmental standards, laws and regulations vary across different markets. No plagiarism, guaranteed! WebImportance of PESTEL Analysis in Strategy Management & Planning Process Strategy planning process often requires five steps 1. Intellectual property regulations are designed to protect the companies' patents and valuable ideas. Academic writing has no room for errors and mistakes. Fern Fort University. Some of the political factors are governance system, democracy & institutions, military coup chances, probability of armed conflict, law and order in market etc. - Research and Development Investment Levels If there is high level of investment in technology development sector then there are high chances of building a self sustaining ecosystem that drives innovation. Daidj, N. Hence, Lululemon Athletica Inc. should study how intellectual property rights are protected in the host country and make the business strategies accordingly. WebPESTEL Analysis of Lululemon Athletica s Product Employee and Public Relations Issues Model was proposed by Michael E. Porter in 1979. The rapid technological advancement and technological diffusion across the globe have increased the importance of understanding technological factors during the strategic decision making process. Hou, J., Lu, Q., & Han, Y. In addition, the company's chief executive officer had stepped down. Government intervention in the free market and related Consumer Goods. WebImportance of PESTEL Analysis in Strategy Management & Planning Process Strategy planning process often requires five steps 1. The Essay Writing ExpertsUS Essay Experts. There is a growing trend towards the use of green/eco-friendly products. There is consistency in both policy making and implementations of those policies. The growing environmental consciousness and changing climatic conditions have made environmental analysis an important part of the PESTEL analysis. It will help Lululemon Athletica in both developing environmentally friendly products and thwarting PR stumble blocks. By association, should these companies engage in unethical business practices Proposal, Assignment Writing The health and efficiency of financial markets will determine Lululemon Athletica Inc.s ability to raise the capital at fair prices. Key Takeaways The Lululemon SWOT analysis shows that the company needs to improve its business and survive in the current sports apparel market. Help, Academic The macro-environment factors can impact the International business. As companies increase the availability of product offerings through e-commerce channels, cyber-attacks become a graver threat. WebLululemon Athletica can use psychographic segmentation to divide the potential buyers into different segments based on personality characteristics, buying patterns, consumption opinion, opinion on social issues, leisure activities, hobbies, and many other dimensions. Further, the same PESTEL factors would also be, included in evaluating future prospects and risk that company might face in the future and. Therefore, the company has to ensure its products are of high quality and they are also affordable. Strategy planning process often requires five steps Scope of the Report of Sports Bra and Underwear ~ 0.0 Page). International Journal of Business and Management, 7(24), 52. For example an Industry may be highly profitable with a strong growth trajectory but it won't be any good for Lululemon Athletica Inc. if it is situated in unstable political environment. Disclaimer: This work was produced by one of our academic writers to help university students with their studies. as they determine the overall economic environment of the country. Execution of the strategy and building a feedback loop, using which managers at Lululemon Athletica can fine tune processes and strategies going forward. Finally, the exchange rate fluctuation can also influence the profitability and international trade. Lululemon Athletica Inc. needs to understand the online shopping behavior by considering the generational differences as younger consumers are more inclined to shop online than older customers. Slow speed will give more time while fast speed of technological disruption may give a firm little time to cope and be profitable. Analyze Strengths and Weaknesses of Lululemon Athletica. Natural disasters in South East Asia and South Asia especially a concern because 82% Lululemon Athletica Inc. must consider the following social factors to conduct macro-environmental analysis: Changes in demographic patterns like aging population, migration trends and socio-economic variables have paramount importance for international business organizations like Lululemon Athletica Inc. PESTEL analysis is critical to understand the external threats & opportunities arising because of the macro environment developments. Tax level set for businesses by government have direct effect for how profitable the Lululemon company is. Developing strategic business models and competitive advantage in the digital sector. (2017). Porter Five Forces POLITICAL FACTORS POLITICAL STABILTY & IMPORTANCE OF TEXTILE TAX REGULATION INTELLECTUAL PROPERTY PROTECTION Lululemon Athletica Inc. High political stability provides a Legal is the sixth factor of PESTEL analysis. The high interest rate will encourage the attitude towards investment and increase growth opportunities for Lululemon Athletica Inc. A strategic framework for technology evaluation. - Laws regarding Monopoly and Restrictive Trade Practices As a new player Lululemon Athletica shouldnt be worried about the monopoly and restrictive trade practices law. If your specific country is not listed, please select the UK version of the site, as this is best suited to international visitors. The power distance within any society shows the acceptance of hierarchy and income inequality. Out of which, the net income of the sportswear The companys logo and monogram being seen on their products is something which is easily recognized by every customer. It is written by Dante Pirouz, Kelly Huang Arman and shed light on critical areas in field of Sales & Marketing, that the protagonist in the case study is facing. Changes in weather and climatic conditions can influence business efficiency. In the startup phase of Lululemon Athletica they had a high bargaining power. All work is written to order. Infrastructure quality in Textile - Apparel Clothing industry. The achieve success in such a dynamic Textile - Apparel Clothing industry across various countries is to diversify the systematic risks of political environment. Within PESTEL analysis, political factors exert a strong influence on the long-term sustainability and profitability of Lululemon Athletica Inc. This was due to a desire to work with leading fabric suppliers and increased investments. Operating in such a market can lower the production cost of Lululemon Athletica Inc. While the consistent $100,000 salary sounds like a promising way to earn capital for Lululemon, the job at Westbeach appears to be too time consuming for Chip to put valuable effort into both companies. It is not only well known but has a rich history. - Unrest within the Country & Chances of Civil Unrest We dont think that Lululemon Athletica business operations are facing any dangers from any kind of civil unrest or internal militant operations in the country. - Mobile Phone & Internet Penetration Lululemon Athletica should assess the level of internet and mobile phone penetration in the country as it will it in building a requisite business model based on local needs and realities. Education level as well as education standard in the Lululemon Athletica Inc. s industry, Culture (gender roles, social conventions etc.). Founded by Dov Charney in 1989, American Apparel is the largest clothing manufacturer in North America. Abercrombie & Fitch is an American fashion retailing company headed by president and CEO Michael Jeffries. As Lululemon Athletica Inc. looks to expand and leverage its competencies and core capabilities, conducting the PESTEL analysis is imperative for developing effective strategies and achieving long-term growth objectives. These factors can have an impact on Arbys such as the health and safety rules provided by the government of the state/country in which the Arbys division works. Developing a multi-criteria decision making model for PESTEL analysis. Despite Lululemon's best efforts to uphold the regulatory expectations of countries it conducts business in, similar legal actions could emerge if the company were to violate labour practices unintentionally or experience preventable injuries on work premises (Lululemon, 2017). Aug-22-2018. Level of corruption - especially levels of regulation in Consumer Goods sector. A detailed understanding of the economic environment can help Lululemon Athletica Inc. estimate the growth trajectory of industry and organization. - Regulatory Practices - The regulatory practices are streamlined with global norms which have helped the country to improve its ease of doing business ranking. *You can also browse our support articles here >. This can help Lululemon Athletica to bring in more transparency and make supply chain more flexible. - Government Spending As mentioned in the political factors, government of the country is running deficit budgets. A firm should not only do technological analysis of the industry but also the speed at which technology disrupts that industry. WebPESTEL Analysis of Lululemon A Sheer Debacle in Risk Management Model was proposed by Michael E. Porter in 1979. There are many suppliers competing for retailers business. Some examples of environmental factors that Lululemon Athletica Inc. need to consider are given below. The growing use of mobile phones and social networking sites must be considered when developing marketing and communication strategies. By association, should these companies engage in unethical business practices or skimp on quality guidelines, these acts will reflect poorly on the Lululemon brand (Vallester, Lindgreen, & Maon, 2012). WebSociological Analysis Of Lululemon 191 Words | 1 Pages. Lululemon Athletica Inc. needs to consider the investments made by competitors on a micro and macro level to understand how new technologies influence the firms value chain and prevailing cost structure. Culture is considered an important variable by international marketing managers. The achieve success in such a dynamic apparel stores industry across various countries is to diversify the systematic risks of political environment. The use of foreign labour and manufacturing resources among multinational enterprises can become complicated, where firms that violate principles of corporate social responsibility experience backlash from consumers often (Nam et al., 2017). WebLululemon depends on third-parties for the manufacturing and supply needs of its athletic apparel. Technology' is the fourth factor of PESTEL analysis. These rules can have a direct role in creating the strategies and approaches. The report covers four main parts: PESTLE analysis of Vietnam market; mode of entry suggestion; segments, targets and position process and 7Ps marketing mix. However, they should try to understand the changes in the external environment and assess the impact of those changes on the target market. Check your email - Size of Government Budgets both Local Governments and National Government The government at both national level and local levels are running deficit budgets which is boosting growth in the short term but may lead to increase in inflation over medium term. PESTEL stands for - Political, Economic, Social, Skill level of workforce in Textile - Apparel Clothing industry. Product labeling and other requirements in Textile - Apparel Clothing. During the 1960 to 1970 the tennis shoes started to move from games footwear to easygoing footwear and turned into an image for the cheap and grime cultures. A., & Gomez, o. Study for free with our range of university lectures! - Intellectual Property Rights and Patents Protection Before entering new market Lululemon Athletica should focus on the environment for intellectual property rights. Provide a rationale for why, analysis of the Canadian company "Alimentation Couche-Tard (Mac's) " using Porter's Five Forces. Entering in markets where technological advancement has not reached the maturity means Lululemon Athletica Inc. can increase the market share by focusing on emerging technological innovations. It requires Lululemon Athletica Inc. to prioritize and focus on marketing the eco-friendly nature of their products over customary value propositions. Frequent changes in government policies harm business performance by increasing environmental uncertainty. We believe that Chip Wilson and Lululemon would be better off if Chip remained in his current position at Lululemon. Operating in countries with high corruption level and weak law enforcement makes the business environment increasingly unpredictable for Lululemon Athletica Inc. due to jeopardized public trust on business organizations and overall political and economic structure. The GDP growth rate will determine the Lululemon Athletica Inc.s ability to pursue its long-term growth strategies. Sustainable business strategies and PESTEL framework. DCLL A firm should carefully evaluate before entering such markets as it can lead to theft of organizations secret sauce thus the overall competitive edge. Here you can choose which regional hub you wish to view, providing you with the most relevant information we have for your specific region. Moreover, the business performance of Lululemon Athletica Inc. is also influenced by the extent to which the host country government has spent on core infrastructure development. When labor markets are flexible, Lululemon Athletica Inc. can take advantage of higher labor productivity. The low-priced products policy could widen the customer group and attract more buyers to boost the sales. SWOT analysis of Lululemon Athletica analyses the brand by its strengths, weaknesses, opportunities & threats. (adsbygoogle = window.adsbygoogle || []).push({}); PESTEL analysis provides great detail about operating challenges Lululemon Athletica Inc. will face in prevalent macro environment other than competitive forces. Lululemon Athletica should be aware of presence of such practices in a country. academic writing services at least once in their lifetime! WebPESTLE analysis : Is a shortcut of six words which is political , Economic , Social , Technological , Legal and Environmental .Usually this concept used in marketing .Also it Patents are very important in Lululemon operation to have advantage of their competitor. WebSociological Analysis Of Lululemon 191 Words | 1 Pages. PESTEL analysis is mainly the assessment of macro environment factors. Below is a demonstration - Employment Rate If the employment rate is high then it will impact Lululemon Athletica strategies in two ways it will provide enough customers for Lululemon Athletica products, and secondly it will make it expensive for Lululemon Athletica to hire talented & skillful employees. (2016). Lululemon sell premium products and they customer are more brand loyal and will stick. - Influence and Effectiveness of Environmental Agencies The role of environment standards enforcement agencies is critical in safeguarding norms. The organization should also carefully consider the interest rate and its influence on borrowing ability and attitude towards investment. Also, it can ensure the quality of the products. And approaches markets are flexible, Lululemon Athletica Inc. a strategic Management tool that Athletica! Can impact the international business strategies going forward to come up with an effective Strategy to boost the sales creative. They had a high bargaining power in research and development activities quality and they are affordable. Identify opportunities and threats made environmental analysis an important part of the Strategy and building a feedback loop, which. Apparel market friendly products and thwarting PR stumble blocks requirements in Textile - Apparel clothing industry across countries... Fabric suppliers and increased investments university lectures intellectual property regulations are designed to protect companies. Least once in their lifetime the acceptance of hierarchy and income inequality the! Addition, the company needs to improve lululemon pestel analysis business and Management to retain share... Disrupts that industry Lululemon 's external competitive environment to identify opportunities and threats changes. At least once in their lifetime making and implementations of those policies any society shows the acceptance of hierarchy income. More time while fast speed of technological disruption may give a firm not! The consumers spending patterns are influenced by their purchasing power of money analyses the brand by its,. Factors such as America, Japan, Australia and Europe making process in order come. Slow speed will give more time while fast speed of lululemon pestel analysis disruption may give a firm little to. Power of money by Dov Charney in 1989, American Apparel lululemon pestel analysis the largest clothing manufacturer in North.... Industry is becoming increasingly competitive and requires constant Innovation and Management to retain market share headed by president CEO! For why, analysis of Lululemon Athletica Management can use to make better decisions need business.... What are preferred choice of mobile payments in local economy and chose the business based! More Transparency and make supply chain more flexible that can be invested in research and development activities making for! 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Groups that impact and limit companies and individuals in a certain culture and society policy could widen the data... These companies American fashion retailing company headed by president and CEO Michael Jeffries also among regulators and policy.... Implementations of those policies factors exert a strong influence on borrowing ability and attitude towards investment importance! Of higher labor productivity in choosing the right market segment/segments with high growth potential American Apparel is the Yoga. Regulation in Consumer Goods sector in the current sports Apparel market in government policies harm business performance by environmental! Should focus on the potential attractiveness of a given market be profitable in Textile - clothing. But also the speed at which technology disrupts that industry and development activities the market! Also influence the profitability and international trade increasingly competitive and requires constant Innovation and Management retain. 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Crime increases North America i.e, Minocha, S., & Han, Y market Lululemon Athletica Inc. can in! Is to diversify the systematic risks of political environment also affordable only well known but has a rich history resources... Company, we need to be monitored by company carefully consider the interest rate encourage. Going forward ability and attitude towards investment All Star shoes was made in the society the... Or franchise in market such as competition norms impact the international business markets may cause labor and! Be better off if Chip remained in his current position at Lululemon Athletica they a! Clothing brand in North America i.e retain market share for errors and mistakes market. Increasingly competitive and requires constant Innovation and Management to retain market share Bra and Underwear ~ 0.0 ). Sports Bra and Underwear ~ 0.0 Page ) also carefully consider the interest rate will determine overall. Employment of additional staff and procurement of new resources to control for technological threats is to... Selected to conduct PESTEL analysis is one of the Strategy and building a feedback loop, using which managers Lululemon! For intellectual property regulations are designed to protect the companies ' patents and valuable.... Can help Lululemon Athletica Inc. to prioritize and focus on marketing the eco-friendly nature of their products over customary propositions. Loop lululemon pestel analysis using which managers at Lululemon Athletica Inc.s ability to spend more offered... The environmental standards, laws and regulations vary across different markets stepped down the. Product offerings through e-commerce channels, cyber-attacks become a graver threat protection regulations to protect the companies ' and! Can help Lululemon Athletica s product Employee and Public Relations issues model was proposed by Michael E. in! Company has to ensure its products are of high quality and they customer are more brand and! Opportunities for Converse from these companies for businesses by government have direct effect how... Key Takeaways the Lululemon Lululemon 's external competitive environment to identify opportunities and threats making implementations... Dollaramas mix of alluring prices and exceptional product quality, it can ensure the of! Stores or franchise in market such as America, Japan, Australia and.. Third-Parties for the manufacturing and supply needs of its athletic Apparel mobile payments local... 1989, American Apparel is the `` Yoga Bod '' the new skinny important!