Lidl Retail

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Retail
Date: 17-01-13 Universidad Carlos III Master in Marketing Jean-Philippe Charron Casper van Drongelen Kaloyan Andonov Mihaela Filcheva Angel Vargas Mark Bender  


 

Table of Contents
Table of Contents ........................................................................................... 2   Executive Summary ....................................................................................... 3   Introduction .................................................................................................... 5   Introduction .................................................................................................................. 5   LIDL Spain ................................................................................................................... 5   Company Statement and operating principles (in summary) ....................................... 5   1.

  Understanding the retail marketplace and customer needs and wants ............................................................................................................... 6   1.1
  Macro environment ............................................................................................. 6   1.1.1
  Political: ............................................................................................................ 6   1.1.2
  Economic: ........................................................................................................ 6   1.1.3
  Social: .............................................................................................................. 6   1.1.2
  Technological: .................................................................................................. 6   1.1.3
  Environmental .................................................................................................. 6   1.1.4
  Legal ................................................................................................................ 7   1.2
  Micro environment............................................................................................... 7   1.2.1
  Competitors ...................................................................................................... 7   1.2.2
  Customers ........................................................................................................ 8   1.2.3
  SWOT – analysis ............................................................................................. 8   2.
  Designing a customer-driven retail strategy ....................................... 9   2.1
  The market(s) toward which the retailer will direct its efforts .............................. 9   2.2
  The nature of the merchandise and services the retailer will offer to satisfy the needs of the target market .................................................................................. 9   2.3

  How the retailer will build a long-term advantage over its competitors .............10   3.
  Implementing a retail program that delivers superior value ............. 11   3.1
  Location.............................................................................................................11   3.2
  Merchandise...................................................................................................... 11   3.3
  Pricing ...............................................................................................................12   3.4
  Communication mix ...........................................................................................12   3.5
  Customer service ..............................................................................................14   3.6
  Store design and display ...................................................................................14   4.
  Control & Feedback...
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