lotuswear growth strategy lab
TRANSCRIPT
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+
Lotuswear Growth
Strategy
Presented by Connie Chang, Justine Cheng,
Jasmeen Dhillon, Adrian Duke, Jade Ganasi,
and Lisa Mauro
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+Growth Strategy
Reposition Lotuswear as a premier
Canadian “active lifestyle” brand using a
national expansion plan.
Sell existing products to new markets
Target most active Canadian provinces and cities
Guerilla, public relations, and sponsorship
marketing
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+Growth Strategy Timeline
• Calgary
• Edmonton
• Toronto2009
• Ottawa
• Thunder Bay
• Saskatoon2010
• Halifax
• Calgary
• Toronto2011
Provinces and cities with the most physically active
households:
AB 28.7% Calgary, Edmonton
ON 28.3% Ottawa, Thunder Bay, Toronto
SK 26.2% Saskatoon
NS 24.1% Halifax
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+Growth Strategy Budget: Store
Opening Costs
Lululemon’s store opening costs in 2008 $26 million
Number of Lululemon store openings 27
Approximate Cost of Each Store Opening $0.93 million
Lululemon accounts for this as part of their “Selling, General,
and Administrative Expenses”
We have accounted for this cost in our “Other Selling, General,
and Administrative Expenses”
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+Growth Strategy Budget: Marketing
Avg sales to marketing ratio for clothing retailers = 2.83%.
Lululemon’s average sales to marketing ratio = 1.09%
Marketing Costs = 2.18% of Sales
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+Growth Strategy Budget: Revenues
Year No Expansion Expansion (3/year)
2009 $32,900,000 $41,900,000
2010 $34,800,000 $52,000,000
2011 $35,900,000 $59,800,000
Total $135,400,000 $185,700,000
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+Growth Strategy Budget: Expenses
Year No Expansion Expansion (3/year)
2009 $28,900,000 $36,700,000
2010 $30,400,000 $45,600,000
2011 $31,500,000 $52,400,000
Total $118,800,000 $162,700,000
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+Growth Strategy Budget: Net
Income
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+Growth Strategy Pro-Forma Income
Statement (Expansion)
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+Growth Strategy Pro-Forma Income
Statement (No Expansion)
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+Growth Strategy Impact on EAT
Expansion
$18,914,820
No Expansion $12,239,001
Total Growth in Net Income $6,675,819
Less taxes (40%) $2,670,328
Earnings After Tax $4,005,491
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+Check Figure
Lululemon Net Profit Margin = 8.37%
Industry Trends NPM = 5.5%
Lotuswear NPM = 6.00%