Strategic Position and Contemporary Environment of Lululemon

Strategic Position and Contemporary Environment of Lululemon
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Introduction
Lululemon is a Canadian athleisure brand known for its premium quality and product innovation. It is a renowned athletic apparel brand and has strategically positioned itself at the forefront of the industry by consistently delivering innovative products and fostering a strong community-focused culture. With a deep understanding of its target market's aspirations for active and mindful lifestyles, Lululemon has successfully differentiated itself from competitors through its commitment to quality, functionality, and style (Xu, 2022). The subsequent paper discusses the current strategic position of Lululemon by internal analysis of the organization through different internal environment analysis models, including The Cultural Web, Value Chain Analysis, CR, and TOWS analysis. The report also explains the critical drivers for change from an external perspective. Furthermore, it evaluates the contemporary environment by considering its impact on people, purpose, and the planet. The paper provides recommendations for strategy change and implementation to achieve the updated strategy and plan for the organization.
Part One – The Current Strategic Position
Lululemon, a renowned athletic apparel company, currently holds an enviable strategic position within the retail industry. Despite fierce competition, Lululemon has established itself as a premium brand that delivers high-quality products and fosters an active and healthy lifestyle (Hailey, 2023). With its mission to elevate the world by providing exceptional technical gear for yogis and athletes alike, Lululemon strives to inspire individuals to live their best lives through physical fitness and mindfulness practices. Guided by this vision of empowering people to embrace their limitless potential, the company emphasizes innovation and functionality while ensuring that style remains at the forefront of every design (Diao, 2021). By consistently delivering cutting-edge athleisure wear that seamlessly blends fashion with performance, Lululemon has cultivated a sense of value among its loyal customer base – one that transcends mere clothing purchases to encompass personal growth and self-expression in all aspects of life. The current internal position of Lululemon is assessed through the following models:
The Cultural Web
The cultural web provides a better understanding of workplace culture in the organization (Johnson et al., 2017). Lululemon has stories that significantly shape its organizational culture. These narratives may encompass the historical account of the company's establishment, anecdotes regarding its merchandise, or accounts of staff and customers who have undergone significant transformations via their interactions with Lululemon's products. The essence of Lululemon's identity and values is represented through symbols that are the focus of the cultural web. These symbols comprise the iconic logo and particular colors linked with the company's brand image...