Growth strategies
By the end of 2013, Lululemon owned 171 stores in the United States and 54 stores in Canada, which means the North America market was reaching maturity (Natalie, O.R. 2014); but this company has its own strategies to expand their home market of North America. Generally, market penetration strategy involves in additionally advertisements, sales and promotions.（Grewal et al., 2012) However, Lululemon takes organic growth strategy, which is being a part of community, and grow organically. For example, when Lululemon choose a local community as their target market, they will open a showroom to attract customers and stimulate customer’s ideas to open a new store in their local community. If Lululemon ensure the local community is profitable, then they will operate a new store. The process of opening a store seems slow, but the store will bring great benefits and strong customer loyalty(Natalie, O.R. 2014).
Market development
When the North America market reaching maturity, Lululemon started to seek opportunities to expand market internationally. Lululemon planned its expansion into England. Since London has 8.3 million of yoga enthusiasts, Lululemon has a great opportunity to expand into London(Natalie, O.R. 2014). Lululemon first opened one full-sized store in London, and this store brought huge benefits. In the future, Lululemon plans to open four new stores in London. Additionally, Lululemon already owned 29 full-sized stores in Australia and New Zealand, and they plans open two more stores in next two years(Natalie, O.R. 2014). Lululemon also expected to open 20 new stores in Asia and Middle East by 2017. If Lululemon successfully sell their products in Europe, Australia and New Zealand, it will motivate Lululemon’s management to form joint ventures with Asian countries.（Phaiguni, 2014).
Product development
One of main product strategies for Lululemon is keeping the fashion in their core styles product. For example, pants and tanks are core product categories, and there must be some changes in the core product categories in the next quarters（Phaiguni, 2014). Additionally, Lululemon started to launch new product Ivivva that is a dance-inspired brand for young girls in 2009. The company promoted Ivivva intensively, and Ivivva will be the key driver in future company development（Phaiguni, 2014). 