Faculty Sponsor(s)
Gayatree Sarma
Subject Area
Business
Description
International marketing and globalization have evolved from being solely a large corporation practice and have been a valuable tool in businesses' success even on a smaller scale. However, there isn't a set framework or cookie-cutter method that translates across all countries, and many companies may wonder where they went wrong when their business flourishes in one country and fails in the next. Lululemon, a well-established and recognized athletic clothing company, has found great success in the industry and has gained consumer favor from primarily western countries. To better analyze how Lululemon would conduct business in Nigeria, there must be a thorough understanding of specific consumer demands and needs, analysis of the different demographics and how product distribution might change, the financial strain that Nigeria faces more than Lululemon's other markets, their social and political environment, etc. Through a better understanding and analysis of the Nigerian market, Lululemon can successfully expand its business into a completely new market.
Recommended Citation
Sanford, Bri, "Marketing Lululemon in Nigeria" (2021). Linfield University Student Symposium: A Celebration of Scholarship and Creative Achievement. Event. Submission 50.
https://digitalcommons.linfield.edu/symposium/2021/all/50
Marketing Lululemon in Nigeria
International marketing and globalization have evolved from being solely a large corporation practice and have been a valuable tool in businesses' success even on a smaller scale. However, there isn't a set framework or cookie-cutter method that translates across all countries, and many companies may wonder where they went wrong when their business flourishes in one country and fails in the next. Lululemon, a well-established and recognized athletic clothing company, has found great success in the industry and has gained consumer favor from primarily western countries. To better analyze how Lululemon would conduct business in Nigeria, there must be a thorough understanding of specific consumer demands and needs, analysis of the different demographics and how product distribution might change, the financial strain that Nigeria faces more than Lululemon's other markets, their social and political environment, etc. Through a better understanding and analysis of the Nigerian market, Lululemon can successfully expand its business into a completely new market.
