Marketing Analysis of Lidl

This assignment delves into a comprehensive analysis of Lidl's marketing strategies. It begins by explaining fundamental concepts like PESTLE and SWOT analyses, enabling students to understand their applications in the retail context. The assignment further explores various marketing tools such as the Boston Consulting Matrix, Ansoff Matrix, Competitor Matrix, and aspects of market segmentation, providing a holistic view of Lidl's marketing approach.

INTRODUCTION TO
MARKETING

EXECUTIVE SUMMARY
Marketing can be defined as the process of manufacturing goods or services
and provide the same to the targeted audiences. Management of marketing activities is
very important to each and every ventures in order to gain wished income and benefits.
The present report is formulated on the ground of LIDL which is one of the largest
retailing organisation that provide grocery material to their customer's. This report
represent SWOT, PESTLE analysis, Competitor, Ansoff and Boston Consulting Matrix
to analyse market condition of organisation easily. At last it represent marketing
segments that affects the growth of LIDL as well as Marketing mix model and relevant
strategies to getting effective analysis of organisation in target market.

Table of Contents
...................................................................................................................................... 2
EXECUTIVE SUMMARY .................................................................................................2
INTRODUCTION..............................................................................................................1
TASK 1.............................................................................................................................2
Market research on grocery market of UK by different tools.........................................2
TASK 2.............................................................................................................................7
Segments which affects the growth of LIDL..................................................................7
TASK 3........................................................................................................................... 11
Marketing mix model and relevant strategies..............................................................11
RECOMMENDATIONS..................................................................................................14
CONCLUSION............................................................................................................... 15
REFERENCES ..............................................................................................................16

INTRODUCTION
Marketing management refers to activities, set of institution, and processes that
creates, communicates and delivers goods and services to the end users, that have
certain value for them, clients, partners, and society as well. Marketing renders some
tools, which is used enhance availability of products, that user can easily buy that to
consume, it aid to fulfil their needs and requirements. Marketing department manages
all activities and task that put stuff to consume by the end user by supplying it to retail
grocery market. These retail stores provides products to satisfy customers demand
within time (Palmer, 2012). To accomplish marketing operations there are several things
to do, it includes developing, production, process, finance, etc., It needs to maintain
communication among these different sections, so that it can manage all operations
efficiently. Marketing department establishes some strategies, that are applied to
distinct marketing ideas and marketing mix that consists of creativity and 7P's to indulge
customers. Lidl is a retail grocery supermarket , originated in Neckarsulm, Germany, 88
years ago in 1930. It has more than 315,000 workers, across European countries and
the United States. It has so many rivals like Tesco, Carrefour and Aldi which are serving
in same field and working well enough. That' why Lidl needs to perform far better than
other firms, to stay in market, though it is already performing well, but improve to more
increasing sales is lifeblood of marketing, because it strives to make a hike through
selling products for every business, inclining in sales is the lifeblood for marketing. Lidl
adopt some strategy models such as PESTEL, SWOT, Ansoff Matrix, Boston
Consulting Group Matrix, etc., to internal and external factors to promote company. It
will examines its political, environment, social, technology, economic and legal factors
that externally affects a firm whereas strength, weaknesses, opportunities, and threats
have internal impact (Fullerton, 2010). Lidl commenced a research on the UK
population that gives maximum chances to gain benefits by using different marketing
models and strategies, that are followed in this assignment.
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TASK 1
Market research on grocery market of UK by different tools
According to the view point of Malhotra and Malhotra (2012), there are large
number of companies which are operating under UK Retail Grocery market. These
ventures are dealing especially with sector of food, vegetables, grocery items,
cosmetics, beverages and many more. In addition to this, different other merchandises
like domestic goods, home appliances, etc. are being manufactured & delivered by
them in order to fulfil the basic requirements and demands of civilians. LIDL is
considered as one of the largest German international chain of discount supermarket
which is located in Neckarsulm, Germany. This company is running more than ten
thousand stores across USA and Europe. It is owned by Dieter Schwarz. In addition to
this, owner is also having control over some another store chains named as
Handelshof and hypermarket Kaufland.
(Source : IGD Grocery Retailing 2005 )
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Illustration 1: IGD Grocery Retailing 2005

As per Molesworth, Scullion and Nixon eds. (2010), LIDL is now wished to
emerge as the key rival of TESCO so that they can enlarge their grocery hypermarket's
chain in the United Kingdom. In order to attain this target, it is very important for them to
know about assorted aspects of existing business environment. They need to analyse
key factors that would give influence on their business activities. This task can be
accomplished successfully by taking help of special tool known as PESTLE analysis.
Apart from that, it is also vital to conduct SWOT analysis for discovering the ability and
capabilities of referred organisation. Additionally, it aids in finding out weak points,
threats as well as opportunities of the LIDL. By doing this, they will easily realise their
positioning and could create strategies for eliminating their weaknesses and threats.
Numerous of opportunities for growing current commerce can also be grabbed by
mentioned form in efficacious style. SWOT analysis of LIDL is explained below :
Since LIDL is one of the leading corporation in retail industry, it comprises of
many strengths that assists in thriving in existent market location. Its major strength are
listed as follows.
Strength :
 Reliable suppliers : They are comprising of powerful base of trustworthy
supplier which used to cater huge quantity of raw materials. This makes able
them to manufacture varieties of products or services in very less time interval.
Thus, they could easily overcome from any kind of bottlenecks associated with
supply chain.
 Good presentation in new marketplace : LIDL has gained expertness in taking
entry to various new marketplaces and are also receiving successfulness in the
same. By this way, they are enlarging their business actions in numerous of
countries and are generating high sum of profitability.
 Strong Brand Portfolio : This has been recognised that mentioned company is
investing more & more revenues in creating a stronger brand portfolio. This is
proved to be beneficial for them since they wish to grow by designing different
types and categories of newer merchandises or services.
 Higher range of consumer contentment : LIDL is making large number of
goods and services in order seek attention of numerous of customers. They are
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also trying their best by delivering best quality merchandises to them. They
usually focus on manufacturing innovational as well as unique products as per
the request of potential users. Hence, it has been observed that very less
complainants are coming from the side of citizens as most of them are satisfied
their services. Different other companies like Aldi, Sainsbury's, Asda, etc. are key
competitors of LIDL which is not able to quench their possible consumers.
Weaknesses :
Besides that, LIDL are also having some weak factors which they should improve
by adopting proper schemes (McKenzie-Mohr, 2011). This would aid them gaining
competitive advantages and building impressive image in the eyes of customers. Some
of the main weak areas of this firm are discussed below : Organisational Structure : LIDL is having such an organisation framework
which is compatible in nature. Therefore, it can be said that they are having
constricted enlargement in adjoining production sections. Gaps in varieties of products : There has been also discovered some gaps in
the ranges of products which is being sold by venture. Thus, such a lacking of
choice may assist their newer challengers in making a good foothold in
marketplace. Work of consolidation : LIDL is being extremely successful at work of
consolidation with different companies having contrasting working tradition. Even
though they are fast growing in terms of integration with small or medium sized
ventures; they are facing failures in context to shares at the time of merging with
corporations which are having different work culture.
Threats :
Some of the threats and opportunities of LIDL is also recognised which is stated below :
 Increase in competitors : Due to the development of modern technology,
numerous of rivalries has been emerged in retail market. This is treated as
serious threat for LIDL since its customer base is getting reduced day by day. Legislations of different country : As referred firm is operating in various countries
and because of this, it is very important for LIDL to obey all rules and regulations
linked with liability laws. But it has been seen that government of different nation
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imposed contrasting policies in this regard. Hence, it can be stated that LIDL
might exposed to several claims of liability as norms are being modified by legal
bodies on continuous basis.
Opportunities : Newer tax affiliated policies : This could significantly effect the mode of running
commerces and may also open fresh opportunities for good players like LIDL in
increasing its net income.
 Tendency in behaviour of consumers : It has been noticed that new
tendencies in the behaviour of civilians are opening larger new market for the
LIDL. Thus, it is providing golden chance for this enterprise in order to generate
new streams regarding revenues. Besides that, they could also modify or
diversify themselves into different new classes of merchandise too.
Pestle analysis
The impacts of different factors on the business of LIDL are represented below :
 Political factor & Legal factor : This comprises of all laws and regulations that
is being imposed by government bodies. Since LIDL is dealing globally thus they
have to follow antithetic policies designed by higher authorises of different
nations (Sheth and Sisodia, 2015). This some times impact negatively whereas
also give positive effects. For example, rise in taxes, instability in political
situations, trading related norms, etc. are some of the elements which are giving
adverse influences on business of LIDL. On the other hand, different rules like
prohibition of child labour, distribution of equal wages and many more legislations
helps in running commerces in smooth as well as ethical manner.
 Economic factor & Technological factor : Economical factors comprises of
inflation rates, growing and interest rate, fluctuations in prices, trends associated
with stock market, etc. are some components that impacts greatly on the working
of mentioned venture in both positive as well as negative ways. On the other
hand, technological factors influences affirmative manner since improvement of
technologies contributes in increasing production and profit. On the contrary,
development of technological prospects are giving rise to large number of
competitors. Thus, affecting adversely too.
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 Social factor & Environmental factor : Society is also effecting LIDL as needs
and demands of people are changing day on day. They are requesting best
quality goods at cheap prices. Thus, pressurising refereed company to do so. If
they will not offer them same, then consumers would surely migrate to other
firms. At the same time, LIDL should focus on environmental changes which
occurs randomly. Modification in weather and another natural disasters such as
heavy rainfall, flood, earth quake might destroy entire stock of LIDL randomly.
Thus negatively impacts it. Besides this, it is the responsibility of organisation to
save or protect environment so that pollution can be reduced effectively. For
doing this, they need to minimise the level of carbon foot print in order to trim
down the ranges of global warning (Armstrong and et. al., 2011). This will
contributes in well being of both common public as well as venture itself.
In addition to above mentioned things following matrix should be considered by LIDL :
Competitor Matrix
This is nothing but the technique of evaluating various challengers that are
existing in current business world. There are numerous of companies which are dealing
in same sector as LIDL do. Aldi, Asda and Tesco are considered as three main
competitors of LIDL. Thus, their presence is impacting adversely on them since
consumer's base are decreasing on regular basis. Therefore, they need to design
innovational goods or services and cater these on affordable prices.
Ansoff Matrix
This matrix helps in taking decision regarding making new strategies and
spending of money for the same according to the market location. It includes four
growth strategies which is presented as follows : Market penetration : According to this, referred organisation would attempt to
enhance its penetration of the market by utilising present merchandises. The key
motto is to increase overall sharing in marketplace.
 Product development : Herein LIDL can do modification in their products by
innovating it but present it for the existent or current market.
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 Diversification : When company can expand business in entirely newer place with
a new merchandise, then they can take use of this scheme which is very risky in
nature.
 Market development : This helps in discovering additional regions wherein
commercial activities may be started. It is to be noted that existing goods and
services are applied for the same.
The Boston Consulting Matrix
This tool is used in designing longer term strategical planning so that
development can be done appropriately . At the same time, it assists in making decision
in in terms of investment and discontinuation of similar for the specific productions. This
matrix involves four quadrants which is presented as follows : Dogs : Such are goods having lower growth as well as minimum market share. Stars : These are products in higher growth markets and are also having more
market sharing. Question marks : Such trade good falls under category of high growth market
along with lower share of market.
 Cash cows : These merchandises are having lower market sharing and thus
treated as of low growth markets.
Therefore, LIDL should concentrate on these categorisation and act accordingly
(Gbadamosi, 2013). They ought to invest their funds in correct products as well as
services so that no conflicts may emerges in future. Any type of wrong investment
would create danger for them. Thus, it is vital for LIDL to consider above discussed
conceptions so that they can make proper decisions band reach at correct conclusion
at the end.
TASK 2
Segments which affects the growth of LIDL
Market segmentation is considered as one of the suitable process for dividing
large number of population into specific users on the basis of some special
characteristics. This aids organisation in categorising possible clients who will purchase
their products and services. But for this, they need to design goods according to the
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demands and needs of customers. This in turn supports LIDL in launching food or
beverages related commodities in effectual way. This to be noted that strategies of
implementing merchandises and services should be done by keeping the construct of
marketing segmentation. There are mainly four kinds of strategies :
Socio - demographic Segmentation : This is considered as one of the easier
and most popular type of scheme which is used to divide users. This is utilised by
numerous of ventures for getting attraction of more and more population towards their
goods and services. The main motive of this is to manufacture products according to the
taste of the potential age group people. Thus, it can be stated that demographic
segmentation commonly used to split consumer base on the ground of certain factors
such as gender, age, income, religion, size of families members, occupations, race,
nationality and so on. LIDL can utilise this conception in doing the identical thing of
dividing population. Workers of given company should conduct surveys and find out the
number of people which are having different races and regions. On the basis of that,
they can manufacture deliverables for them. For example, they should create assorted
food products for Muslim community, Christians, Hindus, etc. This in turn generates a
special feeling in their customers as they think that their company is focussing on them
properly. As a result, purchasing rate will increases drastically. On the other hand, LIDL
ought to make goods according to the age of people. Children like chocolates, biscuits,
junk foods, ice – cream and many more (Smith, 2012). On the other hand, adults and
old citizens mainly like basic food since they are more conscious towards their health.
Thus, prefer better quality of cereals, pulses, vegetables, fruits, milk, butter, etc. These
all things should be supplied by LIDL in adequate manner. This would also assists them
in seeking attention of all kind of persons either they they are old, adult or child. In
addition to these aspects, various other factors which is mentioned like occupation,
income, nationality, etc. ought also be considered by LIDL in order to increase the gross
range of profitability.
Behavioural segmentation : This kind of market segmentation used to segment
the population on the ground of their behaviour, pattern of taking decision or
judgements, usage of goods , etc. For instance, youngsters would always like
fragmented and good quality soaps like Dove. On the other contrary, individual who
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belongs to background of spots will prefer those cleaning soaps that could have the
capability of removing germs and dirts. In addition to this, such soaps should be
antibiotic so that it do not impact negatively on the physical damages since frequent
injuries happens with them. Lifebuoy could be best example of this as it is fulfilling all
such properties. Hence, it can be said that LIDL ought to design their food stuffs and
other domestic accessories as per the behavioural of their expected users. Apart from
this, they can also divide their customers at the time of festivals. As on Christmas, the
pattern of buying is completely different in relation to ordinary days. Citizens used to
purchase goods in larger quantity at those days according to their requirements. The
usage of clients get enhanced at such festive seasons. Therefore, LIDL should create
maximum number of merchandises and services during those time. For this, they need
to recruit worker even at daily basis or in bulk since the pressure or demand of contracts
is at its peak level (Proctor, 2014). But it is to be considered that newly hired employees
have to be trained properly so that quality of deliverables might not affected. Hence, this
is the best technique to do segmentation of population and selling more & more
products. This as a result, enhance the overall turnover of LIDL drastically and higher
amount of benefits can be acquired effectively by them. At the same time, they require
to concentrate on the merchandises which are being catered by their competitors so
that competitive advantages can also be attained by them in effective style.
Psycho - graphic segmentation : This is another tool for dividing people on the
basis of psycho-graphics. Hereby, living style of citizens, their actions, thoughts as well
as interests is being considered for doing correct division of expected customers (7Ps of
marketing mix, 2017). It has been found that this kind of segmentation is some how
same as behavioural one. But it is to be noted that herein additional prospects should
be taken that is purchasing behavioural of users, societal standing, life – styles, etc.
Besides this, there is also necessity of taken into consideration of AIO (Activities,
Interests & Opinions). For instance, some of the civilians belongs to poor section of
society. Thus, they are not having as much amount of money to buy luxurious items.
Due to that, they are not able to enjoy these kind of services. Hence, LIDL should focus
on this facets and manufacture their commodities in such a way so that they can cater
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the similar products at minimum prices to these masses. This in turn helps in making
good brand image in front of poor sector of society as well.
In addition to above one, there is another method of segmentation which is stated
below. LIDL can also apply its conception in their commercialism.
Geographic segmentation : This is completely unique method of segmenting
grouping which is carried out on the foundation of geography. There are so many
persons who are living in several places and because of that their requests or demands
is also variant in nature. For instance, civilians surviving on colder regions needs or
expect hotter merchandises as well as services. On ten other hand, some of the citizens
who has been surviving in warmer areas wherein extreme heat is recorded per year.
These groupings require few commodities that would supply them coldness. Thus, it
can be defined that the requirement of both the regions is completely different . So,
LIDL have to create goods and services by considering these kinds of aspects. Apart
from that, they also should pay attention on the storage of foodstuffs and another items
as temperature of several areas is contrasting in nature.
By going through these methodologies of segmentation, it can be concluded that
LIDL have to emphasis on above described prospects like ages, race, religions,
behaviour of people, occupation, thoughts and ideas of common public, their
geographic regions or locations, social occasions such as festivals, parties and many
more (DesJardins, 2011). These all factors contributes in making good decisions about
the designing of deliverables or services. If they will not focus on such type of aspects,
then it is sure that they would face lot of losses in future as demands of consumers may
not full – filled properly. Hence, managers of referred firm conduct surveys and take
interviews of their expected users so that they come to know about their basic demands
as well as needs. After doing this work, employers needs to arrange some the trainings
sessions wherein those information or facts which get collected should be conveyed to
each and every member of organisation in order to make them aware about the existing
condition of market place. Subsequently, mission and vision of the corporation have to
de framed by CEO or other higher authorities of LIDL. This should be communicated to
work forces so that organisational chores can be started in the same direction. Hence,
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by taking use of such methodologies of segmentation, LIDL can attain or reach its aims
and targets within less time interval and can easily walk on the path of success.
TASK 3
Marketing mix model and relevant strategies
Marketing research is aid to provide a scenario for perfect planning and
strategies for business activities, it requires a deep knowledge to understand thoughts
and theories, so that marketing strategies can apply to perform business operation,
outstandingly. This give an advantage to stand in competitive market, for this some
model enterprise is used to enhance market researches, that are as follows:
Product description - Product description defines a modelling techniques,
where description about product is given, all necessary details about an item must be
printed on goods packaging, so that individuals can easily differentiate products
(Krishna and Schwarz, 2014). As LIDL is dealing in retail, so it becomes necessary to
maintain transparency in business activities, through given information with product, that
creates trust on store. A customer who belongs to geographical boundaries have
different living standard, it is good for them to recognize a product with suitable price.
Brand image – Brand image can be refer as value of a firm among people, a
business holds a goodwill only by offering a comfortable products and services.
Exploring a business across geographical boundaries to serve at its best (Bhattacharya,
ed., 2010). Keller's brand model defines a brand image in the form of equity model that
has a framework consisting of relationship and reliance with customers, their feedback,
demands of product and services.
Pricing Objective Strategy – pricing objectives strategy explains in terms of
setting up pricing process, thus it requires a planning with collaboration with finance,
marketing, customer expectation for price and product target. Pricing involves entire
costing of a product, though it is defined under four separate parts, that helps to
generate revenue from selling of an item. LIDL is utilizing these elements to comprise
price strategy according to target people and demand, that are as follows:
Profit oriented - Price must be affordable for users that aid to attract more
people, and also beneficial for business as well.
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Volume oriented – A company never wants to stock their products, so it is better
to arrange price level according to volume of product.
Price stabilization – There is a large section of population which is price
sensitivity, so any modificati0on in price, can restraint a huge group of people, to
purchase goods from an organization.
Image oriented- A brand image posses price, if a brand is popular than that will
extend organization. A refraction can be seen in different brand image.
LIDL also marketing mix, which is essential to promote a business, that 7P's are
as follows:
Marketing Mix - Marketing mix is an important aspect for any organization, to
offer brand and make famous among public. LIDL is following 7P's strategies, to
introduce its products, that are as described below:
Product : LIDL should design products according to demand, that impacts on its
sales, and enhances its business in more appropriate manner (Atwal and Williams,
2017). A product must be developed according to demand of customers, as they want it.
Place : While enhancing organization, place must be chosen according to
requirements, though LIDL is a growing organization and extending its business across
Europe and the US including Germany. Selecting a demanding place is crucial for
business.
Price : LIDL is a grocery retail supermarket, so people wants a brand with
affordable price product, for that price strategy made by evaluating all aspects of
business and firm must provide high standard quality products with reasonable price, to
allure users (Babin and Zikmund, 2015 ).
People : Before launch a product, a company must analyse customer demands
and estimate desired business activity, so that LIDL can perform good in particular
region, because every geographical area, consists of different kind of people and that's
why their wishes are also distinct.
Process : Process consist of a systematic manner, which a firm follows to
complete a task, to reach the goal. To climb towards a peak, LIDL requires a right way
to approach their, for this opting a right process to increase a business.
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Physical evidence : Nowadays, opacity matters a lot, because, customers
wants a clarity that is most essential to maintain belief and loyalty within an organization
to make profitable business.
Retailing & distribution objectives and strategies : Distributing scheme of any
of the firm went parallel to the strategy associated with 7Ps. Thus, it is vital for LIDL to
comprise of amended supply chain management in order tos supply deliverables to
each and every people of marketplace in appropriate mode. For doing the similar work,
the referred venture must be assured that they are placing correct products at correct
places by examining the demanding of that merchandise as per the existing situation of
business (Skålén and Hackley, 2011). Therefore, it is important for the mangers of LIDL
to frame logical objectives and plan of action in context to supplying deliverables to
targeted audiences. This may help them in catering products to all expected consumers
in effective and efficient manner.
Integrated marketing communications objectives strategies : This is treated
as an effectual instrument or technique for communicating relevant messages among
citizenry. LIDL can use this scheme in conveying information about their newer
deliverables or services . This in turn aids in promoting the value of branding in various
business marketplaces. For this, they would utilize assorted medium of communication
in order to reach large number of population in all over the world. Workers of LIDL can
take use of different modes of digital communication like Social media applications
(Facebook, Twitter, What's app, Instagram, gmail, etc.) in this regard. This will support
them in transferring data as well as improving fame of the corporation. Additionally, it is
proved to be more beneficial since these are less expensive and also consumes
minimum frame of time in doing so. Some of the objectives of LIDL are given below :
 To convey the information regrading newer and innovational production to almost
all of their possible clients (Levens, 2010).
 To communicate each significant info linked with their vision to all members who
are working in LIDL.
 To utilise different mediums of communication such social media applications,
Television, newspapers, and many other tools in order to reach maximum
people.
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RECOMMENDATIONS
After examining the current condition and positioning of LIDL, some of the
suggestions are provided below so that existing situations can be improved effectively :
 LIDL ought to conduct surveys at regional as well as national level so that they
come to know about the fundamental request and demands of civilians living in
different countries and states. In additional to that, they should carried on some
programmes wherein interviews of users should be taken on particular subject. In
this, they can ask feedbacks regarding their goods and services. This will help
them in getting clear conception of the needs of people. If feedbacks are
negative then they should act accordingly and remove such things from their
deliverables in order to provide better satisfaction.
 LIDL should create specific work schedule before starting work of manufacturing.
This would reduce the chances of confusion in upcoming days. If this will not
done, then working might be hampered due to sudden changes in scheduling.
 Company should focus on each and every macro as well as micro factors which
are existing in business environment as these elements will impact them largely.
For instance, they should know about all rules and polices affiliated to business
of different nations wherein they are present, as any of the breaching or violation
occurs, then government consider them guilty and give punishment as per the
severity of unfair or illegal work. Thus, LIDL needs to make specific strategies in
order to deal with such standards and legislations of legal bodies so that their
commercial activities can be carried on in ethically as well as legally correct
manner.
 In addition to the evaluation of extrinsic as well as intrinsic factors, LIDL have to
emphasis on the constructs of several other tools such as Ansoff Matrix, Boston
Consulting Matrix, Competitor Matrix so that investment could be done properly
as per the circumstances like entering in new market place, making newer
products, choosing essential growing & development strategies and so on. This
will assist them in taking correct judgements and decisions at last.
 LIDL ought to concentrate on the various methods of segmentation like Socio-
demographic , Psychographic, Behavioural, geographic. These techniques helps
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in doing accurate segmentation so that products and services can be distributed
to large number of person in effect as well as effective style.
 Marketing mix model and relevant strategies should be considered by LIDL in
order to yield best outcomes in future.
CONCLUSION
From the above based report, it can be summarised that market is full up of
several components like internal and external factors which give impacts on the entire
performance as well as working of enterprises. Some of them are government, society,
technology, legal norms and regulations, economic condition of nation, number of
competitors, etc. these all elements are influencing LIDL at greater extent. So, they
need to make proper schemes in order to deal or minimise the negative effects. In
addition to this, company should know about its own power, weak factors, opportunities
for future and threats as well since this would help them in determining their current
performance and standing. By getting familiar with such aspects, LIDL can easily
formulate especial strategies for converting their weaknesses into strength. Besides
this, they need to analyse different opportunities and dangers or threats so as to handle
with them effectively. For performing the same things, Pestle and swot analysis has
been explained in context to LIDL. Through this, they would acquire knowledge about
those concepts and work as per that. Different other tools like Boston Consulting
Matrix, Ansoff Matrix, Competitor Matrix, aspects of market segmentation is also
covered in this assignment.
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