市场中业务参与者的增加增加了市场的波动性，因此采用适当的业务策略作为管理系统的一部分在本质上是势在必行的。本文将重点介绍Lululemon Athletica Inc. (Hitt, Ireland and Hoskisson, 2012)的战略管理框架。目标将是确定主导战略决策过程的公司的内部和外部环境。将评估业务级别战略的优势，以确定与国际扩张相关的风险。Lululemon Athletica Inc.是一家专业销售运动服装的品牌。英国论文代写价格-波特五力分析的竞争战略有助于分析公司的竞争环境:
Bargaining power of the buyers
It can be analysed that Lululemon has attained success in selling the product segment of yoga apparel offered to its customers. This makes the Company focus on a niche market segment. The buyers exercise a moderate level of bargaining power even after the presence of other competing firms providing similar products at affordable switching costs. Nevertheless, the brand’s reputation and product quality results in high customer demand for Lululemon’s yoga apparels.
Bargaining power of the suppliers
The Company has specific suppliers based in the Asia-pacific regions. As a result, the number of suppliers has been considerably less for the Company. This has led to a moderate bargaining power for the suppliers due to the low concentration of the supplier bases for the Company (Grundy, 2006).
Threat of new entrants
The sports apparel industry is very huge and the threat of new entrants is very high. It can be identified that various athletic apparel companies are launching new clothing lines specifically for yoga with new product features (Grundy, 2006). There is a low barrier for entry in the sports apparel industry with new entrants having capabilities and resources to capture the market share as gained by Lululemon.
It can be ascertained that the degree of competition in the market is moderately high in the industry. There are several well established business enterprises successfully selling different categories of sports apparels and garments to the customers. However, it can be said that Lululemon has gained a larger market share of the target customer by successfully selling its yoga apparel to the customers. The major competitors of the brand Lululeomn are Nike, Under Amor, Adidas and VF Corp.
Threat of substitutes
There is a low threat of substitutes for the athletic apparels specifically the yoga apparels. The reason for the same is due to the products ability to cater to the buyers requirements that is well understood and delivered by the Company (Grundy, 2006). The customers usually do not prefer to settle for any alternative that does not provide the required product feature.
The Company has emerged to become successful in establishing a strong market position in the athletic apparel industry. It can be contributed to the competitive advantage gained by the enterprise through its tangible and intangible sources. The tangible sources are the strong financial, human and technological resources. However, the intangible sources are the organisational culture and resources, innovative capabilities along with strong reputation among the different stakeholders (Grundy, 2006).
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