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The Lululemon

2019-06-24 来源: 51due教员组 类别: Essay范文

下面为大家整理一篇优秀的essay代写范文- The Lululemon,供大家参考学习,这篇论文讨论了露露柠檬。现在,露露柠檬似乎已经不只是一个瑜伽服装品牌,而演变为一种生活方式。露露柠檬的分销渠道较少,它的商店集中在加拿大和北美,而其他地区的商店较少。由于商店数量少,零售商可能会有更少的产品类型。它可能会导致其他市场的客户无法购买他们想要的所有东西。此外,Lululemon在分销渠道上的权力较低,这意味着当产品销往其他地方时,价格可以主要由分销商控制,而不是母公司。低功耗导致相同的产品在不同的市场有不同的价格。

Lululemon,露露柠檬,essay代写,作业代写,代写

1. Lack of channels and power in distribution

Firstly, Lululemon has fewer distribution channels. Its stores are concentrated in Canada and North America, whereas there are fewer stores in other regions. Due to the small number of stores, the retailers are likely to have fewer types of products. It may cause the customers in other markets unable to purchase all they want. Furthermore, Lululemon has low power in distribution channels, which means that when products are sold to other places, prices can be mainly controlled by distributors rather than the parent company (Rehme, Nordigården, Ellström & Chicksand, 2016). Low power leads that the same products are in various prices in different markets

2. Lack of product diversity

Even though it offers free yoga classes to customers, the types of physical products are few. Lululemon's products focus on sportswear, while other similar brands, such as Adidas or Nike, have a wide range of products, including shoes, clothes and other sports products. In fact, Lululemon's product range cannot meet all the demand of consumers, which can push consumers to choose other brands for purchasing.

3. Lack of customer satisfaction

In general, the problems of distribution and diversity above can lead to dissatisfaction. What is more, Lululemon is using conceptual marketing. It takes "health" as the core of its marketing strategies. This intangible value can raise different customers’ expectation. When customers gain a gap between the actual experience and the expectation, they would become dissatisfied. It is believed that a higher expectation is possible to trigger a lower satisfaction (Ofir & Simonson, 2005).

Reference:

Ofir, C., & Simonson, I. (2005). The effect of stating expectations on customer satisfaction and shopping experience. SSRN Electronic Journal. doi: 10.2139/ssrn.678382

Rehme, J., Nordigården, D., Ellström, D., & Chicksand, D. (2016). Power in distribution channels — Supplier assortment strategy for balancing power. Industrial Marketing Management, 54, 176-187. doi: 10.1016/j.indmarman.2015.07.007

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