SWOT Analysis - Lidl

Extract

[...] Moreover, the workforce in question is much diversified. In fact, the brand does not hire people based on their geographical origins, racial or cultural. The brand does not promote discrimination, but rather works together with people from all sorts of back grounds. This mixture gives the company a better view on how to run its business. Weaknesses -Few workers: one of the weaknesses that touches Lidl is the fact that brand has few number of workers in its stores. This does not send a good message for the brand in a way that clients might need assistance while trying to buy a Lidl product, but there are not enough workers to guide them. [...]

[...] SWOT Analysis - Lidl Introduction Presentation of Lidl Lidl is a chain of supermarkets based in Germany. It has most of its operations in some European countries such as the UK, Germany itself and the USA, outside Europe. It was created by Dieter Schwarz in 1973. The brand sells meat, wine, groceries, vegetables, etc. The company's tagline is "where the quality is cheaper." Industry and market data Nowadays, the brand has more than discount stores in the world, along with workers. [...]

[...] Threats -Competition: Lidl operates in an environment where there are many other companies. In fact, the brand must share the market and the profits with other competitors. This is a real threat for Lidl in a way that it can lose considerable market shares along with profits. There are many other players in the industry such as Aldi, Tesco, ASDA, Morrisons, etc. -Dependence to European markets: this dependence is very strong and that is too risky for the company. In fact, whenever there is a political issue or something alike, the brand might make huge financial losses. [...]

[...] -Internet: lately, the trend is doing everything online. In fact, this is an opportunity for the brand to make its products known all over the world by spending fewer financial resources and time. This way, Lidl can present its products to clients of its competitors by choosing a specific audience. This is an opportunity that the brand must focus on because today, no business can do without the internet or social media, for example. -E-commerce: linked to the previous aspect developed here above, the electronic commerce allows companies to sell and clients to buy online without going to the actual stores. [...]

[...] This way, Lidl gains competitive advantage. Another strategy used by the brand is organizing promotion sales, along with low prices. In fact, when the prices are already low and the company puts those same products on promotion, the result is just awesome. This pricing strategy puts the brand in a very strong position within its market. -Client's satisfaction: this aspect is linked to the one here above. In fact, the low prices fixed by Lidl, along with the promotion and the frequency or rhythm at which the brand works has allowed it to satisfy its clients. [...]