Bus 201 - Case Analysis

Running with Fresh Athletics:

The Solution to Expansion

Group: D6-17

Table of Contents:

Background……………………………………………………………………………………….3

Problem Statement……………………………………………………….……………………….3

Analysis………………………………………………………………………………...……..…..3

External………………………………………………………………………………...…3

Internal………………………………………………………………………………...….4

Situational………………………………………………………………………………...5

Identification of Alternatives……………………………………………………………………..6

Criteria…………………………………………………………………………………...…….…7

Evaluation of Alternatives……………………………………………………….……………….7

Recommendation………………………………………………………………………………....9

Implementation…………………………………………………………………………………...9

Long Term……………………………………………………………………………….12

Risks and Contingencies……………………………………………………….………………..13

Appendices.……………………………………………………………………………………..15

Exhibit A………………………………………………………………………………….15

Exhibit B………………………………………………………………………………….15

Exhibit C………………………………………………………………………………….16

Exhibit D………………………………………………………………………………….16

Exhibit E………………………………………………………………………………….16

References .……………………………………………………………………………………..18

Lululemon Athletica, Axle Consulting is confident that we have devised a feasible solution to your desire of business expansion.  Through a careful analysis of your company’s core values and objectives, Axle Consulting is convinced that we are able to offer you an attainable and profitable strategy of growth.  Throughout this document we have provided a practical evaluation of alternatives and the steps of implementation to pursue growth.

Background

With a brief overview of Lululemon’s current standing in the global athletic market, Axle Consulting can better ascertain our recommendation to expansion. In 2005, the world’s athletic apparel market was worth an estimated $47 billion, consisting of various sports categories including basketball, football, and running. However, no single company in the market occupied more than 10% of...