LIDL SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: April 26, 2020

SWOT analysis of LIDL analyses the brand/company with its strengths, weaknesses, opportunities & threats. In LIDL SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like LIDL to benchmark its business & performance as compared to the competitors and industry. As of 2020, LIDL is one of the leading brands in the lifestyle and retail sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top LIDL competitors and includes LIDL target market, segmentation, positioning & Unique Selling Proposition (USP).

LIDL SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
LIDL Brand Analysis
Parent Company

Schwarz Gruppe

Category

Retail Industry

Sector

Lifestyle and Retail

Tagline/ Slogan

Where quality is cheaper

USP

LIDL offers quality goods at affordable prices

LIDL STP
LIDL Segmentation

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

LIDL Target Market

Households

LIDL Positioning

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

LIDL SWOT Analysis
LIDL Strengths

Below are the Strengths in the SWOT Analysis of 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

LIDL Weaknesses

Here are the weaknesses in the LIDL SWOT Analysis:

1. Intense competition means limited market share growth for LIDL

2. Limited presence of the retail chain outside Europe

LIDL Opportunities

Following are the Opportunities in LIDL SWOT Analysis:

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

LIDL Threats

The threats in the SWOT Analysis of LIDL are as mentioned:

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

LIDL Competition
Competitors

Below are the top 18 LIDL competitors:

1. Carrefour

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

14. Lowe's Companies

15. Kohls

16. CVS Caremark

17. Walgreens

18. Boots


This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to LIDL. The BrandGuide section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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