Marketing Mix Analysis Research Paper Example | Topics and Well Written Essays - 1000 words

Marketing Mix Analysis - Research Paper Example Marketing Channel Format and Intermediaries Wholesale Channel Lululemon’s products are sold at third-party resellers, which the company feels is parallel to their company. Such resellers may include premium yoga studious, fitness centers and health clubs. Speciality Store and Franchises are among of the company’s reseller. However, the wholesale channel of business does not generate overall revenue for the company. Thus, the strategy is generally opted to create brand awareness in new markets (SlideShare Inc, 2012). Online Lululemon’s products are based on target segmentation. Most the company’s products are based on young women. Thus, the company is present in social networking sites which have created a new attraction for the youth and also has enabled to spread product related awareness. Online selling options are available on the company’s websites. The company online sales had grown from 4% in 2009 to 8% in 2010 (SlideShare Inc, 2012). ... Competitors Lululemon has a wide range of competitors that have been doing business from a longer period. Adidas, Nike and Reebok are the biggest competitors of the company. They are almost present all over the world, whereas Lululemon has not yet started to operate their business in spread worldwide way. They are present in only a few of the global nations. Thus, the non-availability of the company’s products at a wider global location has been giving the competitive edge to their competitors (Lululemon Athletica Inc, 2010). Regulation Lululemon generally follows code of conduct as well as ethical standards in the business operations which enables them to operate their business and distribute their offerings in a convenient way. Technology Lululemon’s distribution facilities consist of automatic equipments that are controlled by the computers. Thus, it implies that their operations are complicated and risks of system failure or virus attack are at large. Proper operati ons of hardware and software and interruptions due to non-power supply may also affect the distribution process (Lululemon Athletica Inc, 2010). Consumer Lululemon’s consumers are primarily people who prefer to visit gym and exercise centers. Product Type The products offered by Lululemon are generally athletic apparels as well as accessories. Economic Lululemon’s products are costlier in comparison to its competitors. Thus, the company can only distribute its products to those markets where the buying power of the consumers are high. Therefore, the costlier products have been affecting the distribution process which in turn is affecting the sales of the products