International Product Candidate and Target Market

lululemon, based in Vancover, BC, CA, is a major player in the North America sportswear market. In the USA, LULU makes and sells a range of clothing and shoes, including products in markets for connected fitness, athletic sportswear, golf sportswear, team sports apparel, and athletic shoes via retail stores and direct to consumer sales. 84% of LULUs revenues are generated in the US, so markets with the greatest potential for growth all lie outside of the US domestic market. Thus, LULU is considering a strategic realignment to take advantage of these growth opportunities.

1. Describe the process that you would recommend LULU to follow to decide on the best candidate product/market(s) (that is, a product offering targeting a consumer market) from LULUs product portfolio for launching and selling into the European market. (Europe consists of roughly 20 countries, with a total population of 360 million consumers.) How should they estimate the demand for these products and what statistical information should they consider?
2. Describe the process that LULU should follow to develop a strategy to grow the European business for the product(s) chosen in (i) above. What form of global strategy should UA adopt?
3. What sorts of adaptations to their target marketing strategy should LULU consider? How might LULU be required to change their products/services? How might segmenting and positioning for LULU products/service change?
4. As world events and economic forces threaten to create inflationary conditions in certain markets where they operate, LULU is concerned about the impacts of inflation on their profits. What factors might cause currency rates to fluctuate? How might inflation impact the pricing of goods? How should LULU manage currency risk? Please cite your sources appropriately and provide your references Please make it essay type