1. What internal secondary sources does Lululemon already have that the company could use to gain insights on its men's market? Be sure to consider supplier records, retail store records, website information, and sales force records.

2. Which external published sources and data aggregators have useful information about Lululemon's current position and the potential for the men's athleisure market? In your investigation, include the following:

a. Business publications (e.g., New York Times, Wall Street Journal, Forbes, Economist, etc.)

b. Trade and professional association information (e.g., athleticbusiness.com, wewear.org, etc.)

c. Academic journals (search using your library's database of business journals)

d. Industry information (check your library's sources, such as those found in Table 5.1

3. Where does Lululemon currently have men's only stores? Use the American Community Survey to identify a promising metropolitan statistical area (MSA) for Lululemon to locate its next men's only store. Justify your decision.

4. Conduct an investigation of social media to examine user-generated content related to Lululemon.

a. What are the trending topics on social media related to Lululemon? (Use a free social media aggregator, such as Addictomatic or Twazzup to investigate.)

b. What is the sentiment of the comments related to Lululemon? Compare the sentiment ratio of Lululemon to two of its competitors. What does that mean?

c. What other sources of user-generated content can you find on social media? Do consumer perceptions appear to be supportive of sale of Lululemon's men's clothing? Explain.

5. Integrate your information from the preceding questions to determine whether or not Lululemon should invest more heavily in its men’s market. Justify your response using information from your search of secondary data.