Evaluation of Strategy for Lidl: Vision, Mission, Objectives, VRIO Analysis, PESTLE Analysis, Porter's Five Forces, Ansoff Matrix

6002 Strategy
Evaluation

Table of Contents
INTRODUCTION...........................................................................................................................3
Vision, Mission and Objectives in setting the strategic direction of organisations................3
Assessing a competitive advantage by application of VRIO analysis...................................4
PESTLE framework analyse the external environment.........................................................5
Porter’s Five Forces Model....................................................................................................6
Porter's Five Forces in context to Lidl.............................................................................................7
Review the organisation’s strategy. .......................................................................................8
Ansoff Matrix...................................................................................................................................8
Tactics:...................................................................................................................................9
CONCLUSION..............................................................................................................................12
REFERENCES .............................................................................................................................13

INTRODUCTION
Strategy evaluation is a process that includes analysing the strategic plan & assessing the
way goals have to be assessed to achieve the laid strategies. Strategy evaluation is internal
analysis that has to be used as a part of strategy evaluation or internal analysis as part of
strategic analysis to make further decisions related to the strategy. It is a process that involves
answering of questions about the progress of vision, strategic focus (Carruthers and Hordyk,
2019). Lidl is a German international discount supermarket chain that is operating 10,000 stores
across Unites states and Europe. Present report is based on making a detailed evaluation of the
vision mission, objectives of the strategic direction. There is application of VRIO framework,
PESTLE analysis, Porters five forces model and based on this analysis for formation of
organisation's strategies.
Vision, Mission and Objectives in setting the strategic direction of organisations
Overview of the organisation: Lidl is a global discounted supermarket chain that is operating
across 10,000 stores across different parts of the world including Europe and UK. They are
focussing on their low pricing strategy to provide a unique and hassle free experience for their
customers with a simple store layout. The brand aims to revolutionize the shopping experience of
the present and prospective customer base (Prasad, Khanduja and Sharma, 2018). The mission
& vision statement of Lidl is emphasizing on ensuring a market with leading quality &
maximization of value by constantly optimizing & innovating the efficient process that is driven
by constant efforts of people and technology.
Vision: Vision of Lidl is to enhance the lives of customers by offering them with high quality
products to create high value in market. To ensure higher customer satisfaction.
Mission: Mission of Lidl is to deliver high customer satisfaction,.
Objective: The main objective is to ensure that a market is carted with high quality and value by
focusing on constant innovation & optimization of the efficient process. All the efforts are
together combined with people and technology to work towards achievement of laid objectives.
There are some of the laid objectives in context of Lidl for the present report as
mentioned below:
Such objectives are mentioned below:

 Lidl is willing to plan self checkout systems across their London stores
 Opening of new local store format in Balham
 Enhancing of revenue by 2 percent in the coming financial year that is 21-22.
Assessing a competitive advantage by application of VRIO analysis
VRIO analysis is a analytical technique that is used foe evaluation of the organisations
resource to achieve the competitive advantage. VRIO is a acronym that is based on vision and
mission statement.
Valuable: all the resources available with a organisation are highly valuable but some
resources are leading to attainment of competitive advantage for the organisation. Such as local
food product range, financial resources, employee alignment, patent rights are some of the
Valuable resources that are leading to achievement of higher completive advantage for Lidl.
Rare: there are some of the resources that are rarely available with a organisation as
compared to their competitors (Ferjani, Mann. and Zimmermann, 2018). In Lidl these rarely
available resources includes patent rights, local food product range and financial resources.
Imitability: There are some of the resources that are not easy to be imitated by other
competitors. Strong financial resource are only posses by few organisations in the retail industry
and local food products are a attribute of Lidl that is not easy to imitate and can lead to high cost
for organisation.
Organisation: Financial resources have to be organised to capture higher value as these
resources have to be strategically invested in right place by avail the opportunities and dealing
with the threats. Another resource that is local food products are the most crucial for Lidl as it is
going to assist them in getting a long run competitive advantage.
From the above mentioned different aspect it can be concluded that some of the resources
that are proving Lidl with the competitive advantage includes the food product range that is
leading to achievement of the right competitive advantage for Lidl.
Patent rights Financial
resource
employee
alignment
local food products
Valuable Yes Yes Yes Yes
Rare Yes Yes No Yes
Imitability No Yes No Yes