Environmental Analysis and SWOT Analysis of LIDL

Principles of Marketing

Table of content
• Introduction
• Macro environmental analysis
• Micro environmental analysis
• SWOT analysis
• Summary of issues
• Market research
• Recommendations
• Conclusion
• References

Introduction
On the business there is direct or indirect impact of environmental
analysis which involves process of determining relevant factors that affects
functioning. The environmental analysis is performed for knowing potential
influence on particular business aspects of general and operating environments on
operations of business. The following report is based on LIDL. It is German
international discount retailer chain which operates over 11000 stores across
Europe and US. It is an retail company established in 1932 by Josef Schwarz. It has
focus on discount market, larger super markets and cash and carry wholesale
market.

Environmental analysis – Macro
The macro environmental analysis involves PESTEL analysis which is part of
strategic management that enable in evaluating and identifying opportunities and threats
which might affect business. The PESTEL analysis tool is used by marketer for evaluating
external marketing environment. Following factors are mentioned below-
• Political factor
• Economic factor
• Social Factor
• Technological factor
• Legal factor
• Environmental factor