Lululemon

Step 1: For this assignment, select one fashion/apparel retailer (the retailer should be from the country where you live, should preferably be an African company and should be one whose services you have experienced recently).

MBL913M

25

Step 2: On the basis of your experience with this retailer and secondary data collection, reflect on the segmentation, targeting and positioning strategies of the selected retailer and its marketing mix while answering the following 4 questions.

You should structure your answers to display your diagnostic, analytical and decision-making skills. Compile a report on the basis of the answers to the following questions (answer them in the same sequence as they appear here):

The report structure

1. Introduction 10 marks

Briefly discuss the history and background of the retailer you have selected (see if you can find some interesting information about its business, functioning, growth etc.).

2. Segmentation, targeting and positioning analysis 40 marks

Based on secondary data, your observations and experience, discuss who are retailer’s customers, how the retailer is targeting various customer groups. Who are their main customer group, and why?

3. Profile of marketing mix 30 marks

Based on secondary data collection, your observations and experience during your visit to the retail outlet, prepare a profile of the marketing mix for the selected retailer. Do not forget to include the three Ps of service marketing: people, process and physical evidence. You should discuss these elements using sub-headings to make it clear that you have covered all seven elements of the service marketing mix.

4. Recommendations 10 Marks

You should start with the most obvious points and then work from there. Make sure that you give both the pros and the cons of each recommendation (after all, if the firm is not already implementing your recommendations, it might have a very good reason for doing so).

Be creative and do proper referencing (10 marks...