Lululemon, Elu Emon, Management, Strategic Management, Lu emon.Full description
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03/07/2013
Case Study Study Analysis Group 3 1. Le Van Manh Manh 2. Nguye Nguyen n Minh Minh Thu 3. Le Pham Pham Nhat Nhat Linh Linh
6. Tran Thi Minh Minh Phuc Phuc
4. Pham Pham Thi Phuong Phuong Thao Thao
7. Pham Pham Ngoc Ngoc Mai Mai
5. Le The The Vinh inh
8. Le Bao Bao Long Long
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Lulule Lululemon mon Athlet thletics ics,, Inc •
Established in 1998 by Chip Wilson
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Currently: 174 retail stores in US, Canada, NZ…
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2012 2012 revenu revenue: e: $1.0 Billio Billion n Its product products: s: women's women's yoga appar apparel el and running clothes for both men and women
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Is Lululemon alright? •
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Their net revenue has increased from $40.7 million in 1998 to $1,000.8 million in 2011 The company’s stock price had risen from $2.25 per share in March, 2009 to $64.58 per share in February, 2012. How long this such fast growth of Lululemon could last? Can it carve out a sustainable position against such competing names as Nike, Under Armour, Adidas, and Reebok?
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Main competitors (wholesalers and direct sellers)
• Nike • The adidas Group • Under Armour
Secondary competitors (specialty store retailers)
• The Gap • Athleta • Nordstrom • Lucy • Bebe stores
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STRATEGIC GROUP MAP
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Strengths Premium active brand: high quality product, vertical retail strategy, selective distribution
Unique retail system: premium store location, well trained staff Innovative features and styles Community-centered marketing approach: build brand awareness, relationship and philanthropic activities Distinctive corporate core value and culture Experienced managers
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Weaknesses Focus almost on female Weak brand recognition in the US Decentralization marketing Few retail outlets Overprice
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Opportunities •
International expansion
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Ecommerce development
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New market segment: man and youth
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Build U.S brand recognition
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Threats •
Economic conditions may decrease consumer spending
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Strong competition
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Rapid change in customer demand
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Third party supplier failure
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No exclusive intellectual property rights in fabric and manufaturing technology Risks in internationalization outside North America: commercial risk, financial risk, country risk and crosscultural risk
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Strategy Lululemon uses a Focus Differentiation strategy with self reinforcing activities.
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Corporate-level strategy Concentration on a Single Business:
Diversification:
technical athletic apparel
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Business-level strategy Offering their first unique fabric, their signature "luon"
Differentiation
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Financial analysis Net revenues
Net profit
1200 1000.8 1000 185 800
711.7
600
121.8 452.9 353.5
400
58.3 200
148
39.4 7.7
0
2007
2009
2010
2011
2012
2007
2009
2010
2011
2012
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Profitability ratio Net return on total assets (ROA)
Operating profit margin
Net return on total assets (ROA)
Operating profit margin
28.68 24.39
18.62
25.18
25.34
18.97
19.1 16.01
10.8
2007
11.22
2009
2010
2011
2012
2007
2009
2010
2011
2012
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Open stores Franchised stores
Sales per gross square foot at corporate-owned stores open at least one full year
Corporate-owned stores
Sales per gross square foot at corporate-owned stores open at least one full year 174 2004
133 110
103
1726
41
10
10
1411
1450
2007
2009
1318
14 4
2007
0
2009
2010
2011
2012
2010
2011
2012
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Operating cash flow and capital expenditures Net cash provided by operating activities
Capital expenditures
203.6 180
118
45.4
116.9
40.5 30.4
25.4 15.5
13.3
2007
2009
2010
2011
2012
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Market value ratios Earnings per dilluted per share
Return on common equity (ROE) Return on common equity
