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Case Study Analysis (10 Marks] DESTINATION CEO Christine Day just left a meeting wearing stretch yoga pants and a blazer. This is not typical meeting atere for a CEO, but then again Christine is not managing a typical company. If you haven't guessed, Christine is CEO of Lululemon, a Canadian retailer that continues to grow and thrive in the face of increasing competition. Lululemon, which became known for $100 yoga pants and innovative marketing ideas such as putting chalkboards next to fitting rooms to get customer feedback, continues to expand both in Canada and in the United States. Christine Day, who became CEO in 2010, brought with her 20 years of retail experience selling premium coffee at Starbucks, which became famous for getting customers to spend upwards of five dollars on what is essentially a dollar drink. Much like Starbucks, Lululemon wants to sell its customers, or guests as they are called, on an overall experience. Shoppers who visit a store are greeted with a warm, lively atmosphere where customers and employees are sharing a commitment to living a healthy life. Day considers Lululemon to be part of, and contributing to a bigger macro-trend that affects consumers from their early teens to their 70s. Investing in your health will pay dividends for individuals and society...elevating the world from mediocrity to greatness." Day wants her customers to feel special, to want to be part of the Lululemon culture. Lululemon is selling a lifestyle right down to its shopping bags, which feature inspirational and motivational quotes such as, "Do one thing a day that scares you" and "Friends are more important than money." Page-2: Case Study Analysis Lululemon's strategy is paying off as it currently boasts 122 stores in Canada and the United States with plans to open 100 more. But growth also comes with challenges. For example, one of the unique selling qualities of Lululemon products is they are unique. Women do not want to go to the gym and see other women wearing the exact same clothes. To counter this, Lululemon engages in what experts refer to as the "scarcity model" of stocking shelves, which roughly translates into limiting the size and colour of popular items so they remain in demand. Day has admitted to using the scarcity model" as part of the company's overall marketing strategy to keep products in demand and customers coming back. The other pressing challenge for the company is increasing competition from large global players such as Nike, who are willing to sell yoga pants for a substantially lower price than the $100 Lululemon charges. Day's response to large competitors entering the marketplace is to focus on the unique experience and culture her stores offer their guests. Day believes that the experience of shopping at Lululemon will not easily be duplicated. Lululemon's customers are very loyal, and the company will continue to succeed as a result. Questions: Case Study Analysis Discussion Questions 1. What is the name of the business company mentioned in the case study? 2. Who is the CEO of the company? 3. Why she is not a typical CEO? 4. What Lululemon became known for? 5. Is Lululemon a national or international company? 6. When Christine became CEO and what was she doing before? 7. Why customers at Starbucks spend more on what is essentially a dollar drink? 8. What is common between Starbucks and Lululemon? 9. How customers are treated at Lululemon? 10. What is the macro trend at Lululemon? 11. How do you think Christine Day's experience at Starbucks has helped her at Lululemon? 12. What do you think of Lululemon's marketing strategy of limiting the size and colour availability of popular products? Is this a wise strategy not to have what customers are looking for? Could this practice be considered unethical? 13. If large competitors continue to enter the marketplace selling similar products at lower prices, will Lululemon continue to be as successful as it is today? 14. Will it be able to sell $100 yoga pants when other retailers are selling similar 15. Do you think customers, or guests as Day calls them, will continue to pay a premium for yoga clothes to be part the Lululemon experience