International Expansion Plan for Lululemon Athletica

Running head: INTERNATIONAL EXPANSION PLAN
International Expansion Plan
Name of the Student
Name of the University
Author’s Note

1INTERNATIONAL EXPANSION PLAN
Table of Contents
Introduction......................................................................................................................................2
International Business Opportunities...............................................................................................2
North America Sports Industry Trends........................................................................................2
Initial International Business Expansion of Lululemon..............................................................3
Multidimensional International Strategy.........................................................................................3
Pricing Strategy...............................................................................................................................4
Modes of Entry into the International Market.................................................................................5
Outcome of the Strategies................................................................................................................5
Conclusion.......................................................................................................................................5
References........................................................................................................................................7

2INTERNATIONAL EXPANSION PLAN
Introduction
Expansion in the international market is considered as a major step for the business
entities for gaining business success as well as international expansion. Various reasons work for
the companies for the purpose of international expansion. However, the primary reasons for the
companies for international expansion are existing business opportunities in the international
market, new business prospects, opportunity to enhance the customer base and the opportunity
for achieving the high business growth (Verbeke 2013). International business expansion is
considered as a challenging process for the companies that can be done with the help of effective
international business strategies. This report is about the development of the international
expansion plan of one of the Canadian athletic and sports apparel company, Lululemon
Athletica. Established in the year of 1998, Lululemon Athletica is regarded as an apparel
company for various sports like running, training, yoga and other sports that include sweaty
pursuits and the company has acquired a significant share in the Canadian market
(info.lululemon.com 2018). However, the company is now considering for international business
expansion.
International Business Opportunities
North America Sports Industry Trends
As per the business position of Lululemon Athletica, the intension of the company is to
make the international expansion in the market of North America as this international region is
considered as a major destination for earning major revenue from the sports segment. This region
will be largely helpful for Lululemon Athletica in various aspects like sports sponsorship,