Customer Preferences and Financial Performance of Lidl: A Case Study

PROBLEMS SOLVING AND DECISION
MARKETING

INTRODUCTION
 In the current times, business units are required to take significant decisions about operations by
evaluating market growth opportunities and competitor’s activities. Manager is assigned with
accountability to make optimum utilization of funds by doing assessment of investment opportunities.
 The present report is based on the case scenario of Lidl which is planning to launch discount
supermarket chain. However, in this regard, high level of competition takes place in UK as there are
several retailers namely Sainsbury, Morrison’s Tesco, ASDA etc are offering products or services at
discounted prices.
 In this, report will shed light on the customer’s preferences with regards to the supermarket chain in
terms of price, location, convenience etc. Further, report will also highlight the extent to which
financial performance and position of Lidl good in comparison to the competitors.
 By this, firm would become able to take significant measures for performance improvement and
maximization of profitability.

Primary data collection
 In order to assess customer’s needs, wants and preferences with regards to discounted
supermarket chain primary data will be gathered by Lidl through the means of survey via
questionnaire.
 Hence, survey will be conducted on 50 customers of Lidl to identify their preferences
pertaining to product, price, place and promotion.
 Through this, Lidl can set appropriate marketing mix and thereby would become able to
gain competitive edge over rivals.

Analysis of primary data set
Theme 2: Age Theme 3: Gender
25-35
years
26-45
years
45-55
years
56 years
and
above
0%
5%
10%
15%
20%
25%
30%
35%
% of responses
% of responses
Male Female
0%
10%
20%
30%
40%
50%
60%
70%
% of responses
% of responses