Lidl
Analysis
Of
“Lidl”
Developed by:
Stream 134, Group 1317
Vladimir Georgiev 12114002
Lora Tsoneva 12114191
Introduction
Lidl is a German discount supermarket, operating a chain of over 9000 stores across Europe. In Germany Lidl has an upmarket image attracting the middle class. However, Bulgarian consumers perceive Lidl to be down market retailer attracting low income families.
History of the company
Schwarz Beteiligungs GmbH is the holding company of the Handelshof and Kaufland store chains and Lidl Stiftung & Co KG, a wholly-owned subsidiary which owns supermarket Lidl. The company was founded in Germany in the 1930‘s by the Schwarz family as a wholesale foods company under tha name Schwarz Assorted Wholesale Foods. The business was then destroyed in 1944. After ten years the business was rebuild and the first Lidl store opened in 1973. By 1977 the Lidl chain comprised 33 discount stores. Today Lidl operates approximately 9000 stores across 20 Europeans countries. In Bulgaria, Lidl opened the first store in 2010 and now services 64 stores across the country.
The latest history of the company Lidl was clouded by the observation scandal in 2008. The company was accused of observing their employees. This scandal damaged their image. Lidl has appologized for the incident and has assured that they would promote immediate moves to prevent such incidents to happen again in the future.
Retail market in Bulgaria
Retailers in Bulgaria currently hold a market share of 35% and it is likely to reach 50% in 2014.At the same time, according to the Bulgarian Retailer‘s Association, the market has shrunk with one billion Euro for the last few years due to the declining consumption. While in 2008 the market was estimated at 12 billion leva, in 2010 it was estimated at 10.7 billion leva and 10.5 billion leva in 2011 (source: ICAP consultancy).
Competitors: Top three retailers in 2013 are Metro Cash&Carry, Kaufland and Billa. The largest chain
Of
“Lidl”
Developed by:
Stream 134, Group 1317
Vladimir Georgiev 12114002
Lora Tsoneva 12114191
Introduction
Lidl is a German discount supermarket, operating a chain of over 9000 stores across Europe. In Germany Lidl has an upmarket image attracting the middle class. However, Bulgarian consumers perceive Lidl to be down market retailer attracting low income families.
History of the company
Schwarz Beteiligungs GmbH is the holding company of the Handelshof and Kaufland store chains and Lidl Stiftung & Co KG, a wholly-owned subsidiary which owns supermarket Lidl. The company was founded in Germany in the 1930‘s by the Schwarz family as a wholesale foods company under tha name Schwarz Assorted Wholesale Foods. The business was then destroyed in 1944. After ten years the business was rebuild and the first Lidl store opened in 1973. By 1977 the Lidl chain comprised 33 discount stores. Today Lidl operates approximately 9000 stores across 20 Europeans countries. In Bulgaria, Lidl opened the first store in 2010 and now services 64 stores across the country.
The latest history of the company Lidl was clouded by the observation scandal in 2008. The company was accused of observing their employees. This scandal damaged their image. Lidl has appologized for the incident and has assured that they would promote immediate moves to prevent such incidents to happen again in the future.
Retail market in Bulgaria
Retailers in Bulgaria currently hold a market share of 35% and it is likely to reach 50% in 2014.At the same time, according to the Bulgarian Retailer‘s Association, the market has shrunk with one billion Euro for the last few years due to the declining consumption. While in 2008 the market was estimated at 12 billion leva, in 2010 it was estimated at 10.7 billion leva and 10.5 billion leva in 2011 (source: ICAP consultancy).
Competitors: Top three retailers in 2013 are Metro Cash&Carry, Kaufland and Billa. The largest chain