MKT 302A Final Project – Lululemon Yoga Pants Marketing Analysis
University of Phoenix School of Business
March 29, 2013

Table of Contents Executive Summary 3 Introduction 3 Objectives 3 Target Markets 5 Situational Analysis 5 Strengths 5 Weaknesses 6 Opportunities 6 Threats 7 Positioning 9 Marketing Mix 9 Product 9 Pricing 11 Place (distribution) 12 Promotion 12 Conclusion 13 Appendix 14 Appendix A 14 Appendix B 15 Comparisons 15 Appendix C 15 Appendix D 16 Appendix E 16

Executive Summary/Introduction
Lululemon is a successful company that produces, markets, and sells high end yoga, running and athletic casual wear for women and men. Lululemon was founded in 1998 by a yoga enthusiast, Chip Wilson, who saw a need for high end yoga apparel. Mr. Wilson had prior surf, skate, and snowboard marketing and lifestyle experience. At the time Wilson began experimenting with yoga wear, most patrons of the practice worn cotton clothing that did not remove sweat or allow for maximum flexibility (Lululemon, 2014). Wilson’s first store was in the beach city of Vancouver, BC in 2000. The store doubled as a yoga studio at night. One of the early product promotion and research ideas was to offer free yoga wear to instructors for their feedback. With this Lululemon was born. Lululemon has a brief but effective mission statement: Creating component for people to live longer, healthier, fun lives (Lululemon, 2014). Gaining popularity through Canada and finally into the United States, the company also produces active wear geared toward runners and dancers. This research paper will focus on Lululemon’s current yoga pants line, the competitive advantages, marketing strategies. Research on how Lululemon deals with internal and external environments and competitors such as Lorna Jane, Nike and Hard Tail. The paper will also examine