LIDL

LIDL

Parent Company

Schwarz Gruppe

Category

Retail Industry

Sector

Lifestyle and Retail

Tagline/ Slogan

Where quality is cheaper

USP

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LIDL

LIDL offers quality goods at affordable prices

STP

Segment

Price sensitive customers who usually have a limited budget whilst shopping or choose to buy mediocre quality products.

Target Group

Households

Positioning

LIDL is a go-to shop for any grocery needs.

SWOT Analysis

Strengths

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LIDL

1. LIDL has private labels and a good range of other branded products too.

2. Strong digital presence and online selling by the brand

3. LIDL sell reasonable food that appeal to all income groups

4. The stores are open on Sundays and holidays, which is an added customer service

5. LIDL has over 10,000 stores across Europe

6. The company operates in more than 25 countries across Europe

7. More than 300,000 people are employed with LIDL

8. The company has also ventured in businesses like bakeries, online photo services, discounted goods etc

Weaknesses

1. Intense competition means limited market share growth for LIDL

2. Limited presence of the retail chain outside Europe

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LIDL

Opportunities

1. LIDL can gain a further strong hold in European markets as well more global locations

2. Expanding into growing economies like Africa, Asia etc

3. Extract more business from online & digital channels

Threats

1. International expansion of other brand would increase competition

2. Price war with other retail chains brands can affect the margins of LIDL

3. Change of Govt policies and regulations in the retail industry

Competition

Competitors

1. Carrefour

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LIDL

2. Tesco

3. Walmart

4. Woolworths

5. Coles Group

6. Kroger

7. Target Corporation

8. Amazon

9. eBay

10. Home Depot

11. Ikea

12. Costco Wholesale

13. Aldi

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LIDL

14. Lowe's Companies

15. Kohls

16. CVS Caremark

17. Walgreens

18. Boots

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