LIDL SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 14885
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SWOT Analysis of LIDL with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

LIDL

Parent Company

Schwarz Gruppe

Category

Retail Industry

Sector

Lifestyle and Retail

Tagline/ Slogan

Where quality is cheaper

USP

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

A go-to shop for any grocery needs.

SWOT Analysis

Strengths

1. Has private labels and a good range of other branded products too.
2. Strong online presence and online selling.
3.  Placement, they build in deprived areas where cheap food is required. They sell reasonable food that appeal to all incomes.
4. Open on Sundays and holidays.
5. Has over 10,000 stores across Europe

Weaknesses

1.Still relatively small as compared to other brands

2. Hasn’t been able to impact globally as there are a few other chain stores

Opportunities

1.To gain a further strong hold in European markets

2. Expanding into growing economies like Africa, Asia etc

Threats

1. International expansion of other brand would increase competition

2. Price war with other retail chains brands
3. Change of Govt policies and regulations in the retail industry

Competition

Competitors

1.ALDI

2.Netto

3.Biedronka



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