INTERNATIOAL BUSINESS SCENARIO.

Running head: INTERNATIOAL BUSINESS SCENARIO
INTERNATIOAL BUSINESS SCENARIO
Name of the Student
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Author Note

1INTERNATIOAL BUSINESS SCENARIO
Executive summary
This paper is a business report on the Canadian company Lululemon Athletica, who makes
athletic apparels and lifestyle apparels and focus mainly on people who are into fitness. This
paper focuses on the expansion of the company in a foreign market and considers the
company in expands in China. The favorability of China will be analyzed through PESTEL
analysis which will give an overview of the external market in order to understand the market
and the favorability of Lululemon to expand in this market. Efficient strategies will be
proposed for the market expansion of the company that will help Lululemon in making
profits in China and have a healthy growth in the company.

2INTERNATIOAL BUSINESS SCENARIO
Table of Contents
Introduction................................................................................................................................3
Discussion..................................................................................................................................3
Brief overview of the company..............................................................................................3
Expansion of Lululemon in China.........................................................................................4
Strategies utilized for expansion............................................................................................7
Marketing strategy of Lululemon...........................................................................................8
Marketing mix of Lululemon.................................................................................................9
Conclusion................................................................................................................................12
Reference..............................................................................................................................13

3INTERNATIOAL BUSINESS SCENARIO
Introduction
Globalization is referred to the procedure of integration across economies and
societies (Ritzer & Dean, 2015). Globalization encompasses the flow of services, products,
finance, labour, ideas and information moving across the nation borders. In recent times,
globalization has paved for businesses expanding in other countries in order to mark their
growth and in order to dominate the global market (Steger, 2017). This paper will focus on
the company Lululemon Athletica and propose a country that will be favourable for
expansion which will help in generating more revenues for the profit of the company.
Discussion
Brief overview of the company
Lululemon Athletica is an athletic apparel retailer based in Canada. Lululemon
describes themselves to be a yoga-inspired athletic apparel company for men and women.
Founded in the year 1998, the company has its headquarters in Vancouver, British Columbia,
Canada. The founder of the company was Chip Wilson and currently the Chairman of the
company is Glenn Murphy (Lululemon, 2019). The company is popular for their range of
athletic apparels which includes pants, performance shorts and shorts. Lululemon also
provides lifestyle apparels and various yoga accessories. Initially the company only operated
in Canada however with their success and growth now the company has expanded and sells
their product in the international market as well. In 2018, the company generated revenue of
3.29 billion. Around 15,700 employees are working in the company and have been
contributing to the success of the organization (Lululemon, 2019). The company has been