Marketing Plan for Lidl Essay - 5083 Words

Table of Contents Executive Summary 2 Introduction 3 History and Back Ground 3 Lidl Mission 5 Lidl Marketing Objectives 5 Current Situation 6 Situational Analysis 6 PESTEL Analysis 6 Porter Five Force Analysis 8 SWOT Analysis 9 Market segmentation 10 Product Mix 11 Product 11 Price 11 Place 12 Promotion 12 Branding 12 Implementing Marketing Strategy 12 Budgeting and Forecasting 14 Measure and control 14 Lidl measure and control mechanism 15 Risks and strategies 16 Operations and marketing integration 17 Supply chain management 17 Lidl supply chain 18 Quality 19 Capacity Planning 19 Conclusion 20 Appendix 20 1. Lidl Market Share Comparison 21 2. Lidl Advertising Split by media†¦show more content†¦But now Lidl is focusing on selling branded products rather than selling own brand to attract higher income family group. For that purpose Lidl is making trading relationships with global brand suppliers. Many global brands are ready to supply Lidl at discounted rate and these inclu de Procter and Gamble, United Biscuits, Cadbury, Masterfoods etc. (The Future of European Food and Drinks Retailing February 2006) (www.businessinsights.com) Lidl’s main competitors are Tesco, Asda, Sainsbury, Morrison, Aldi, co-operatives, Iceland etc. According to company account and annual report Mintel (2008) its market share was 3.6 % in 2004, increased to 3.8 % in 2005 and kept increasing to 4% in 2006, 4.3% in 2007 but decreased to 4.2% in 2008. The main reason for this growth is their physical expension as Lidl’s store outlet is increasing very fast. In an interview with The Grocer, regional director Martin Bailie said: We have opened 40 or 50 stores a year for the last five years and thats the rate at which we will continue. We have a good pipeline and the openings for the next two or three years are already secured.(www.Igd.com/news, 27 Oct 2009) According to just-food.com company have promoted fresh product range with five-a-day compaign. Company also set a website for online recopies by celebrity chef and company’s online offering is also gaining popularity. According to marketmagazine.co.uk ( 25th May 2010) Lidl, the discount supermarket chain, has hiredShow MoreRelatedAldi Is The World s Largest Chain Operator907 Words   |  4 Pagesmessage in the United States. Back in their home country of Germany, â€Å" There are now 6 times as many ALDI or Lidl stores per person in Germany as there are Wal-Marts per person in the U.S.,† ( news.yahoo.com) . In order to address the reputation challenge, ALDI will have to convince U.S. consumers that the ALDI brands carry merit and are indeed quality. This may involve switching gears with marketing efforts focusing on quality over cost-savings. 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