LIDL Last Updated Sunday, 26 April 2020 05:30 LIDL Parent Company Schwarz Gruppe Category Retail Industry Sector Lifestyle and Retail Tagline/ Slogan Where quality is cheaper USP 1 / 6 LIDL Last Updated Sunday, 26 April 2020 05:30 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 2 / 6 LIDL Last Updated Sunday, 26 April 2020 05:30 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 3 / 6 LIDL Last Updated Sunday, 26 April 2020 05:30 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 4 / 6 LIDL Last Updated Sunday, 26 April 2020 05:30 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 5 / 6 LIDL Last Updated Sunday, 26 April 2020 05:30 14. Lowe's Companies 15. Kohls 16. CVS Caremark 17. Walgreens 18. Boots 6 / 6.