Lidl Retail Scan

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Retail

Table of Contents
Table of Contents2
Introduction3
Introduction3
LIDL Spain3
Company Statement and operating principles (in summary)3
1.Understanding the retail marketplace and customer needs and wants4
1.1Macro environment4
1.1.1Political:4
1.1.2Technological:4
1.1.3Environmental4
1.1.4Legal4
1.2Micro environment5
1.2.1Competitors5
1.2.2Customers6
1.2.3SWOT – analysis6
2. Designing a customer-driven retail strategy7
2.1The market(s) toward which the retailer will direct its efforts7
2.2The nature of the merchandise and services the retailer will offer to satisfy the needs of the target market7
2.3 How the retailer will build a long-term advantage over its competitors8
3.Implementing a retail program that delivers superior value9
3.1Location9
3.2 Merchandise9
3.3 Pricing10
3.4 Communication mix10
3.5 Customer service12
3.6 Store design and display12
4.Control & Feedback14
5. Appendixes16
5.1 Store layout (visited Lidl Store)16
5.2Chart relationship store loyalty- store brand17
5.3microeconomics-price promotions18
5.4 Location of the visited store18
5.5Share of trade Lidl19
5.6Red Bull vs. House brand19
5.7Price Tags20
5.8Information board20
5.9Lidl-Orange Partnership21
6.References22

Introduction
Introduction
Lidl is a successful chain of grocery stores, expanding strongly throughout Europe. Lidl Stiftung & Co. KG is a German global discount supermarket chain, based in Neckarsulm, Baden-Württemberg, Germany, that operates over 10,000 stores across Europe. It belongs to the holding company Schwarz Gruppe, which also owns the store chains Handelshof and hypermarket Kaufland. Lidl was founded in 1930 in Germany as a grocery wholesaler. The first Lidl stores were opened in 1973 and by the 1980s Lidl was a household name throughout Germany. During the 1990s Lidl started to open stores outside Germany and today Lidl stores can be found in nearly every country in Europe. Today, Lidl is one of the largest grocery retailers in Europe in over 25 countries. Lidl’s stores provide top quality products at the lowest possible prices to all customers across Europe. The main competitor of Lidl is the German discount chain Aldi. LIDL Spain

LIDL supermarkets entered the Spanish market in 1994 with the opening of the first store in the city of Lleida (Catalonia). Since opening the first store, the presence of LIDL in Spain has continued to grow and now has a structure of more than 530 stores, 8 logistic platforms (Valencia, Vitoria, Seville, Madrid, Barcelona, Naron, Malaga and Tenerife) and a workforce of over 9,500 employees. Every week more than 2.5 million customers put their trust in LIDL stores that have spread throughout the Spanish territory. Lidl’s stores have expanded aggressively in recent years since Lidl is one of the cheapest supermarkets in Spain. Its range of products is limited but the quality and prices are excellent.  Company Statement and operating principles (in summary)

Lidl possesses well-established statement and working principles. As an international retailer:

* It is aware of the size and presence of its operations

* Respects cultural variety and recognizes differences in values and traditions

* Customer satisfaction is a primary goal of Lidl. The retailer provides customers with quality products at the best possible prices, clean and tidy stores and pleasant shopping experience

* Leading quality and cost competitiveness define Lidl market position. Its approach towards business partners is fair and competitive

* Supports employees’ development and creates a working environment that promotes enjoyment and satisfaction at work

1.Understanding the retail marketplace and customer needs and wants 1.1Macro environment
Let us analyze Lidl's macroeconomic environment by means of a...
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