Lidl Retail Scan
Retail
Table of Contents Table of Contents 2 Introduction 3 Introduction 3 LIDL Spain 3 Company Statement and operating principles (in summary) 3 1. Understanding the retail marketplace and customer needs and wants 4 1.1 Macro environment 4 1.1.1 Political: 4 1.1.2 Technological: 4 1.1.3 Environmental 4 1.1.4 Legal 4 1.2 Micro environment 5 1.2.1 Competitors 5 1.2.2 Customers 6 1.2.3 SWOT – analysis 6 2. Designing a customer-driven retail strategy 7 2.1 The market(s) toward which the retailer will direct its efforts 7 2.2 The nature of the merchandise and services the retailer will offer to satisfy the needs of the target market 7 2.3 How the retailer will build a long-term advantage over its competitors 8 3. Implementing a retail program that delivers superior value 9 3.1 Location 9 3.2 Merchandise 9 3.3 Pricing 10 3.4 Communication mix 10 3.5 Customer service 12 3.6 Store design and display 12 4. Control & Feedback 14 5. Appendixes 16 5.1 Store layout (visited Lidl Store) 16 5.2 Chart relationship store loyalty- store brand 17 5.3 microeconomics-price promotions 18 5.4 Location of the visited store 18 5.5 Share of trade Lidl 19 5.6 Red Bull vs. House brand 19 5.7 Price Tags 20 5.8 Information board 20 5.9 Lidl-Orange Partnership 21 6. References 22
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
Table of Contents Table of Contents 2 Introduction 3 Introduction 3 LIDL Spain 3 Company Statement and operating principles (in summary) 3 1. Understanding the retail marketplace and customer needs and wants 4 1.1 Macro environment 4 1.1.1 Political: 4 1.1.2 Technological: 4 1.1.3 Environmental 4 1.1.4 Legal 4 1.2 Micro environment 5 1.2.1 Competitors 5 1.2.2 Customers 6 1.2.3 SWOT – analysis 6 2. Designing a customer-driven retail strategy 7 2.1 The market(s) toward which the retailer will direct its efforts 7 2.2 The nature of the merchandise and services the retailer will offer to satisfy the needs of the target market 7 2.3 How the retailer will build a long-term advantage over its competitors 8 3. Implementing a retail program that delivers superior value 9 3.1 Location 9 3.2 Merchandise 9 3.3 Pricing 10 3.4 Communication mix 10 3.5 Customer service 12 3.6 Store design and display 12 4. Control & Feedback 14 5. Appendixes 16 5.1 Store layout (visited Lidl Store) 16 5.2 Chart relationship store loyalty- store brand 17 5.3 microeconomics-price promotions 18 5.4 Location of the visited store 18 5.5 Share of trade Lidl 19 5.6 Red Bull vs. House brand 19 5.7 Price Tags 20 5.8 Information board 20 5.9 Lidl-Orange Partnership 21 6. References 22
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
References: