Lululemon's Expansion Into Male Wear Market
(max. 3 grading points) - Based on the selected MDP and MRP, whether the team decides to choose one of the MDP/MRP choices from a team member or opt for one of Stukent's mock-up clients, formulate the appropriate market research design as a process.
• Task 1 (max. .5 grading point): Prepare a managerial report, starting with an executive summary, expected length up to 5 pages APA format, excluding cover page, table of content, and appendixes.
• Task 2 (max. .5 grading points): Develop a theoretical model for the project
• Task 3 (max. 2 grading points): Formulate the appropriate market research design as a process and illustrate the purpose of each step using examples from your research topic and/or related information sources.
Assignment Two
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Assignment Two
Executive Summary
This report presents a comprehensive market research plan to support Lululemon's strategic expansion into the male active wear market. Lululemon, a renowned brand primarily recognized for its women's active wear, is embarking on a journey to tap into the male consumer segment. The primary objective of this research is to provide actionable insights that will guide Lululemon in effectively penetrating and succeeding in the male active wear market. The research plan encompasses several critical stages, including problem definition, literature review, research design, data collection, data analysis, findings, and recommendations. From the problem definition to the in-depth exploration of existing knowledge in the literature review, the groundwork is laid for a systematic approach to market entry. The designed research methodology includes both quantitative and qualitative methods to ensure an understanding of the male market. The subsequent phases of data collection, thorough data analysis, and the revelation of findings and recommendations collectively serve as the roadmap guiding Lululemon's journey in the new market. This research plan equips Lululemon with the knowledge and strategic direction essential for expansion into the male wear segment, setting the stage for continued growth and success.
Theoretical Model for the Project
Stage 1: Problem Definition
The primary purpose of this stage is to identify the research problem and outline the specific research