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Your first assessment which was divided in Parts A and B gave you a very good structure on how to attempt this second case. The case has five questions and in order to answer those questions, you need to follow the same critical analyses models (e.g. SWOT, PESTLE, TOWS, Porter etc.) which you needed to use in Assessment 1. In order to answer Q.1, it is necessary to evaluate the competitive environment using the 5 Forces and Competitor rivalry models. In order to answer Q.2, analyses of the internal environment is necessary, just as you did in Assessment 1. Your analyses supports your answer, so it is important to show your analyses. Identifying weaknesses and strengths form part of this analyses. To answer Q.3, an external PESTLE analyses is again necessary. It is also necessary to identify the current strategic direction to recommend a change in strategic direction. In Q.4, the specific business level strategy (remember there are several, you would need to pin point the correct one) has to be identified before the advantages and risks for Lululemon specifically can be discussed. In Q.5, the specific international strategy (Multi domestic, Global Standardisation or Transnational) has to be identified and motivated and the challenges and recommendations made. Furthermore, the TOWS and SWOT models greatly assists in your analyses in these questions. Further comments: Answer structure: Please answer the questions in Questions and Answer Format. You can always refer to information used or analysed in the different questions. Theory, models and principles applied: Please remember to apply as much of the theory, models and principles we discussed in the content of this course to your work. This shows a maturity and understanding. It also affects your grade directly. Referencing and research: Referencing should by now be 100% accurate. You can sue either Harvard or APA Referencing style for this assessment. If you are still unsure on how to reference, please go to the LASU: Learning and academic skills unit tab on your portal home page to access the business referencing and academic skills tabs. Be sure to reference all your work – if you refer to information found in the case, be sure to reference the case. If you use information or principles found elsewhere, be sure to reference that also in-text as well as in the reference list. The quality of your references is very important. Try to use journal articles and reputable other sources to underpin your work. Please do not use Wikipedia, other student essays found online, anonymous presentations on the web – these sources are not reliable and should be avoided. Extensive research is needed for this assessment. The wider your research, the better your analyses. Additional research on the theory is also recommended to further support your findings, however the prescribed source is always the main source. Word Count: The instruction on the brief is for 2000 words, plus or minus 10%. It will be hard to answer the questions sufficiently in the available word count. Please use tables and graphs to maximise your word count. This also adds to a higher presentation grade. All tables and graphs which were created by you does not add to the word count.
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