Marketing and Business Strategies Assignment

The provided assignment is a detailed analysis of various marketing and business strategies, including market segmentation, demographic breakdowns, and competitive analyses of retail companies such as Aldi and Lidl. It also covers theoretical frameworks like the BCG Matrix and Ansoff's Growth Matrix. The assignment aims to evaluate the students' understanding of these concepts through real-world case studies and academic research papers.

INTRODUCTION TO
MARKETING

EXECUTIVE SUMMARY
The present report consists of detail information about the market situation of grocery
retail market. The various research methods as well as assessments tools have been used for
gathering the data about business environment. Little research as well as analytical tools which
has been used in present study are Pestle as well as swot analysis etc. In addition to these
competitors' matrix has been used for getting the detail of competitiveness in the industry. The
Boston consultancy matrix has been utilized in present assignment which has supported in
development of the marketing plan for LIDL organization.

Table of Contents
INTRODUCTION...........................................................................................................................4
TASK 1............................................................................................................................................4
1. Market Research of UK's Grocery Retail Market...................................................................4
TASK 2..........................................................................................................................................12
3. Market Segmentation............................................................................................................12
TASK 3 .........................................................................................................................................15
3. Marketing Mix model...........................................................................................................15
CONCLUSION AND RECOMMENDATIONS..........................................................................18
REFERENCES..............................................................................................................................20

Illustration Index
Illustration 1: Ansoff's Growth Matrix............................................................................................8
Illustration 2: BGC Matrix.............................................................................................................10
Illustration 3: Demographic breakdown of retail segment............................................................13

INTRODUCTION
Marketing is defined as the set of activities executed with the purpose of accomplishing
financial objectives. It is also considered to be as philosophy which states that an organisation
should concentrate on identifying as well as fulfilling the customer needs. Marketing procedure
includes various activities such as planning, communicating, delivering information about the
goods or services offered by an enterprise. The promotional or marketing procedure have focus
on identifying the customer needs. It emphasizes on delivering high value to customers and
influencing them to buy goods or services offered by company Marketing process includes
gathering the information about an industry. Market research is considered to be as an effective
tool which assist business entity in getting update itself about customers needs and changes in
trends.
The grocery retail in United Kingdom is very big and is considered to be as highly
competitive. It covers the wide market share that is approx. seventy percent of total market.
Grocery market in United kingdom is recognised as most sophisticated globally. It is among the
leading supermarket chain in the world. There has been tremendous growth in grocery retail
market in last few years. Few examples which demonstrate the development in grocery retail
sector are increase in number of retail outlet, online grocery retailing, discounters etc. Grocery
retail sector in United kingdom.
The purpose of report is to develop the understanding about marketing concept. It also
has focus on identifying the current situation of grocery retail sector in united kingdom. Study
also emphasizes on determining which segment “Lidl” Company should serve in order to
increase its customer base.
TASK 1
1. Market Research of UK's Grocery Retail Market
It is a process which is used by the organization to gather information related to their
services and products which is being available to their customers in the target industry. For Lidl
company it is very important to evaluate the preferences and needs of the consumers so that they
can deliver their service according to that. Marketing research can be done by two ways, i.e.
1. Primary Method : In this method, organization gathers information by himself only
using various process, such as, through observation, by conducting surveys, by focus
groups analysis, by taking one-on-one interviews, etc. All these process gives them the

detailed information related to their existing products and services in the market and
ways to improve it (Sarstedt and Mooi, 2014).
2. Secondary Method : In this method, Lidl uses the research data which was done in the
past by some other organization and apply into the organization to analyze the final
outcome. It can be achieved by trade journals specific to the industry, from different
websites, etc.
Market analysis for any organization helps to understand the overall functions of the
company and its current position in the market by analyzing various factors (McQuarrie, 2015).
There are so many methods to perform market analysis, such as,
 SWOT Analysis : This method is very useful to analyze the overall strength ad weakness
of the organization. It also helps to evaluate the opportunities and threats which is
available in the industry. This analysis is useful to understand the internal factors which
can affect them. There are four factors in this analysis, i.e.
1. Strength : The most important strength of Lidl company is their wide range of products
and services they provide to their customers. The pricing policies of this organization is
also very cheap which makes customers to buy more and more products from their shops.
Lidl grocery company has huge amount of stores which is distributed across UK which
helps their customers to easily access them. They have effective operational strategies
(Rothschild, 2014).
2. Weakness : The greatest weakness of Lidl grocery company is that they not enough
capable of competing with their rivals, for example, Tesco or Asda. They are not able to
spread their business outside UK which can gain them so much popularity in this
industry. They are providing their products at very cheap price this can make think their
customers that they are not selling good products to them.
3. Opportunities : There is a huge opportunity for Lidl company to grow in the target
industry and expand their business in UK and can increase their shares in UK grocery
market. They can make their website more informative and attractive for their customers
to shop from. This will help them to increase the customer rate (Bull and et.al., 2016).
4. Threats : To compete with their competitors, it is very important to over come from
every threat they face. Expansion of international market can give them a great threat to
stay in the market. They have to deliver their services which can give competition to their

competitors which are already doing good in the market, such as, Tesco, Asda, Sainburry,
etc. Aldi is surpassing their market share and becomes the top dominant discount grocery
retailer in UK which can be a huge threat to Lidl. To overcome this, they have to come up
with new and effective strategies (SWOT analysis of Lidl, 2018).
 PESTLE Analysis : This method is used to evaluate different factors which can affects
the functionality of Lidl company in so many ways. These are used to understand the
external macro environmental factors (Dcosta and McDonough, 20150. These factors are
explained below,
Political Factor
 The most important political factors which affect the Lidl
company is governmental rules and regulation related to the
national minimum wage and taxation system in UK.
 Another factors which can affect Lidl is the high cost of
living which affects the organization as it is very hard for
people to live with the recession and the credit crunch.
Economic Factors
There are various economic factors which can affect the functioning
of Lidl company in various ways, such as,
 Inflation in te grocery market has reached up to 2.9%, this
will be in favor for Aldi as their customers will find cheaper
products.
Social Factors
In these factors, they have to study their customers social behavior
towards their products and services which can help them deliver the
best service in the market (PESTEL Analysis of Aldi, 2017).
 In current market situation, Lidl is the highest paying
supermarket operating in UK.
 They are planning to provide their services according to
their customers needs and preferences.
Technological Factors In this factor, the company has to update their system according to
the latest technologies which is currently trending in the market.
 They can provide electronic billing station for their
customers which can save a lot of time at the billing station.

 They can introduce an online application to shop for their
customers.
Legal Factors There are so many legal factors which affects the Lidl company.
They have to follow all the legal rules and regulation which are
mandatory for them to apply in their management system to work
properly.
Environmental Factors There are so many environmental factors which has to follow by
Lidl company to become an eco-friendly company.
 Aldi is purchasing their products from the local British
producers and farmers which helps them to give support and
ensure the sustainability of the local areas that they operate
in.
 Ansoff's Growth Matrix : The Ansoff's Growth Matrix is a process which is used to
develop a strategic planning tool that can provides a framework to help the organization
in executions of their services and products in the target industry for future growth in
market. The Ansoff's Growth Matrix has four alternatives of marketing strategies, for
example, market penetration, product development, market development and
diversification, which is explained below,
1. Market Penetration : This strategy is applied into the organization keeping the focus on
increasing their sales of existing products of the organisation’s in the existing market.
This can be achieved by implementing changes in their products and services which can
enhance their chances to increase their productivity. This can also be done by giving
various discounts and offers to their clients to attract them (REZAEI, KHAVARIAN, and
GHAFURZADEH, 2016).
2. Product Development : In this method, Lidl company focuses on to introduce new
products in the existing market. It can be done by modifying the previous product to get a
new and improved products. For example, Lidl company can bring some innovation in
their grocery items which can attract customer to buy their products.

3. Market Development : In this strategy, organization focuses on reaching new markets
with their existing products in the production house. It will help them build a strong
image in the market. It can also help them increase their new customers. For example,
Lidl can expand their stores in different location to reach maximum number of customers.
4. Diversification : This strategy will focus on their new markets with the introduction of
new products. It helps them to experiments with their products and services.
Diversification can be done in two ways, i.e., related or unrelated diversification (Dawes,
2018).
1. Related Diversification: In this method, company operates within a market which they are
familiar with. This will decrease the chance of risk for them.
2. Unrelated Diversification: In this method, company moves into an entirely a new
market for which they have no experience. This is considered a high risk strategy to
implement.
Illustration 1: Ansoff's Growth Matrix
Source :

 The Boston Consultancy Growth Matrix : It is also known as BCG matrix or growth-
share matrix. It is a type of corporate planning tool which is used by the company to
evaluate the strategic position of the business brand portfolio and its potential. Growth-
share matrix is a business tool, which uses relative market share and industry growth rate
factors to evaluate the potential of business brand portfolio and suggest further
investment strategies to the company. There are two dimensions which is used in this
matrix which includes four factors in it (Torquati and et.al., 2018).
1. Relative market share : In this dimensions, company use this to evaluate their business
market share in the industry.
2. Market growth rate : In this method, it concludes that high market growth rate of the
company means that they higher earnings and sometimes profits but it also consumes lots
of cash, which is used as investment to stimulate further growth in the market.
There are 4 factors in this Matrix, such as,
Dogs Cash cows
Dogs have low market share and a low growth
rate and thus it can neither generate nor
consume a large amount of cash for the
company.
Cash cows exhibit a return on assets which is
usually greater than their market growth rate,
this helps to generate more cash than they
consume.
Stars Question marks
Stars generate large amounts of cash for the
company as they have strong relative market
share in the industry. They also consume large
amounts of cash because of their high growth
rate, therefore the cash in each direction
approximately nets out (What Is a BCG
Matrix?, 2017).
Question marks are growing rapidly and thus
consume large amounts of cash, but they have
low market shares, they do not generate much
cash for the company. This results in a large
net cash consumption for Lidl.
For Lidl company it is beneficiary to invest in the star products of the company because it
has high market share as well as high market growth which can help them get great opportunities
from the market.

 Competitor Matrix : This method is used to analyze or evaluate the overall
performances of their competitors which are doing great in the target industry, such as,
TESCO, Sainsbury’s, and Morrison. It is used to critically profile and compare your
company against your known competitors which can help Lidl to improve their services.
It is an analytical tool that helps you establish your company’s competitive advantage in
an easy to use and read format. It helps to analyze the current position of the company
what are the areas in which they need to work on.
Parameter Lidl TESCO Sainburry's Morrison
Illustration 2: BGC Matrix
Source : (Strategic Portfolio Planning Approaches, 2017)

Low Pricing 5 6 4 4
Product Quality 7 7 6 7
Unique Features Yes Yes - -
Operation
Management
No Yes Yes No
Services Good Great Average Good
From the above table, it is clear that Lidl's most effective competitor is TESCO, which
give them a tough competition to stay in top position in market. For this, they have to improve
service function to help customers use your products more effectively. They need develop new
ways to easily customize your products to meet the differing needs of customers.
TASK 2
3. Market Segmentation
Market segmentation is considered as one of the effective approach in which companies
divide consumers into groups on the bases of their characteristics. Segmentation assists
marketers in identifying needs and requirements of specific type of clients. By this way they
become able to design products and services as per the desire of target audience. It aids
companies in creating custom marketing mix for each segment of people (Retail marketing
segmentation, 2017). It is essential for Lidi that to determine appropriate segment that can
support the firm in sustaining in UK for longer duration. Market segmentation is most effective
tool because this helps in raising profit of business. This makes it easy for marketer to make
communication with target audience. By this way right people can get information about goods
and services of business unit at right time. Aldi and Lidi are biggest competitor of each other,
both they are able to generate good revenues in the market. Lidi is planning to give competition
to Tesco and other grocery hypermarkets in UK (Alt and Iversen, 2017). For that it is very
important for the firm that to segment its consumers properly and identify their needs and
requirements. This can support business in gaining competitive advantage and sustaining in the
market for longer duration. There are various kinds of market segmentation strategies that can be
used by Lidi in order to accomplish its objectives. These are described as below:
 Socio- demographic

Demographic segmentation can be defined as one of the easiest way to segment
consumers. Marketers divide people on the bases of age, income, lifestyle, race, religion. This
aids them in identifying specific needs of particular group of people. Retail industry of UK takes
support of this market segmentation strategy. This helps companies in addressing consumer
buying behaviour and influencing their decision as well (Hatheway, Kwan and Zheng, 2017).
Lidi can implements demographic market segmentation strategy in order to establish its business
in UK market. This will help in providing products as per the needs of different age group
people.
Lidi targets families for selling its products and services. Thus, by offering them products
as per their income and age entity can satisfy them. This will help in making them loyal towards
the brand and retaining them in business for longer duration (Molina and et.al, 2015). One of the
main advantages of socio- demographic segmentation strategy is that what kind of information
firm is needed that is readily available for it. This would be beneficial for Lidi in attracting more
people by offering them similar product and services. If entity spends more time on identifying
needs of consumers then it will help the firm in providing them goods as per their requirements.
This can increase competitiveness because Lidi can be able to retain its client in business for
longer duration. This strategy can develop understanding about prospective market and it can
make strategy in order to meet with expectation of clients (Venter, Wright and Dibb, 2015).
Demographic segmentation is easy to categorize needs of consumers and measuring their
expectations. Lidi needs to take support of this segmentation strategy because by this way it will
be able to grow well in the market and will be able to satisfy its consumers. By taking
support of demographic segmentation method Lidi would be able to obtain data quickly. This
would be easier for marketer to make their employees understand and utilize data in effective
manner (Alt and Iversen, 2017).

Illustration 3: Demographic breakdown of retail segment
Source :(Retail marketing segmentation, 2017)
 Psychographic segmentation
It is another kind of segmentation strategy in which entity can divide people on the bases
of their life style, interest, choice etc. This takes into consideration the relevant psychological
aspects that can influence buying behaviour of people. There are many people those who like to
prefer to buy high quality products (Advantages and limitations of the different segmentation
bases, 2018). In order to purchase such high quality goods they are ready to spend high amount
as well. By identifying psychology of consumers entities can offer them products and services as
per their desires. This form of segmentation provides insight detail regarding factors that can
motivate the person and can influence their decision as well. This helps marketers in developing
understanding about clear picture of market (Hatheway, Kwan and Zheng, 2017). By this way
companies can design such motivation message in marketing that can change perception of
person towards the brand. It can be helpful for Lidi in developing effective promotional
campaigns that can gain attention of mass people and can make them loyal towards the brand.
On other hand psychographic segmentation is difficult segmentation method because it is
very difficult for the marketers that to obtaining details related to psychology of the customers.
In order to identify psychological behaviour of the person company will have to spend more
money (Molina and et.al, 2015). This might increase overall expenditure of business unit thus;

sometimes it might create issue for the organization. Furthermore, psychological segmentation is
very difficult because entity cannot design its promotional message for different psychological
group. If it wants to target mass people then it is not easy to understand their emotional or mental
aspects.
Segmentation is the most effective way to match with expectation of consumers. By
making segmentation entity can reached to mass audience and can offer them satisfactory goods
and services (Venter, Wright and Dibb, 2015).
 Behavioural Segmentation
In this method customers are divided into small homogeneous groups on the basis of their
buying behaviour of their consumers, for example, usage frequency, brand loyalty, benefits
needed, during any occasion etc. It is done by keeping in mind all the needs and preferences of
their customer based on the behavior that they show towards their products and services. It is
helpful for Lidl company to provide better and good quality products to their customers. It is
done because consumers takes into consideration so many factors which can influence their
marketing in the target industry.
It helps Lidl company to promote and market their product in efficient manner as they
can capture the customer based on his / her needs. While implementing this method into their
system, it is very important to consider some factors, which can be useful for them. This method
makes easy for the company to target their customers. It helps to build brand loyalty.
Behavioural segmentation can be done on the basis of following aspects,
1. Usage oriented : In this method, they are segmented on the basis of how much their
product is being used by their customers.
2. Loyalty oriented : This method is based on the loyalty of their customers towards their
products and services.
3. Occasion oriented : This process is based on the basis of products which are being
purchased depending on different occasions. For example, Lidl offers discounts on their
products on occasions like, Christmas, new year eve, etc.
TASK 3
3. Marketing Mix model
Marketing mix is a term which refers to the set or combination of marketing tool which
assist an enterprise in achieving desired marketing objectives. It also involves decision related to

the product, price, place and promotion (Armstrong and et.al., 2015). Marketing mix is
considered to be as the important part or element of marketing plan. It is also recognised as A
planned mix of the controllable elements of goods (Mittal, 2014). Marketing mix can also be
defined as the strategies or tactics which is generally utilised by marketing team in an
organisation for promoting goods, brand or services.
Lidl organization is a private limited company operating in Grocery retail sector. As retail
industry in United kingdom is very big and highly competitive, Lidl firm has to face stiff
competition from giants or big companies such as Aldi, Netto, Wairrose, Walmart. These
organizations are highly competitive and has achieved wide market share (Baack,Harris and
Baack, 2013).
The marketing objective of Lidl company is to gain market share and foster growth. In
addition to this business entity also wants to achieve leading position in an industry. An
enterprise in order to achieves these marketing objectives or targets needs to concentrate on
customer needs as well as requited to develop suitable promotional strategies. Presently, Lidl
company has able to achieve only approx. 3.4 percent market share at the starting of year 2015
(Reynoso,2013). Business entity is considered to be as the fastest growing organization in an
industry. An analysis of Lidl's current marketing strategy will be executed, with particular
concentration on the 7 P's of marketing mix these are :
Product : The product factor in marketing mix includes quality of goods, brand name,
etc. In context of Lidl organization, business entity has good brand reputation in an industry as
well as in market. An organization has able to establish good brand image in the market by
offering premium or good quality of products at reasonable price (Strandvik and Heinonen,
2015). Lidl organization is also recognized as one of the cheapest supermarket retailers in the
market.
Goods offered by Lidl company is quite similar to the products of other organizations
operating in same industry. This factor can create high threat of increase in intensity or level of
competition. For instance, low pricing strategy adopted by Wait rose, Aldi might lead to the
decrease in the profitability of Lidl enterprises. The chief distinction would be the different brand
names of the products in Lidl stores.
As business entity is selling the similar products to customer at low price, in such case
shoppers might have negative perception about the quality of goods. Management in an

organization has focus on product selection. An enterprise also has high potential to launch or
introduce innovative products in the market (Wright, 2014). But the positive strength of the Lidl
company is that it offers wide variety of products to its customers. This specific strategy has
assisted business entity in reducing the negative effect of changes on sales and financial
performance. Some goods offered by Lidl organization are vegetables, fruits, frozen food items,
bakery products, product selection, beauty products, housing as well as cleaning item etc.
Price : The Lidl company offers high discounts in order to attract more number of
customers. Business entity has also adopted the Low pricing strategy which has provided
business entity an ease in entering into new market. The company has also utilized penetration
pricing strategy. This pricing strategy has assisted an organization in increasing sales and
profitability. Lidl company has able to maintain low pricing strategy. Company design its own
brand label and by utilizing this strategy, business entity has able to eliminates middleman which
has result into cost saving. Penetration pricing strategy has assisted an enterprise in increasing
sales as well as profitability. An organization also imports raw material from Europe and other
countries at Low cost which has enabled business entity to offer products or service to customer
at low price. Lidl organization has targeted the people or customer belonging to the middle
income group (Hoffman and Turley, 2015). As these are the specific target group which is
mainly concerned about the price of the product rather than other factors. An enterprise
objective of utilizing the low pricing strategy is to deliver high value to its client. Delivering
quality product at affordable prices is the business policy of Lidl organization but it has to face
stiff competition from several rival brands. Business entity in order to minimize the effect of
competition in market has planned to utilize competitive pricing strategy which will help firm in
increasing sustainability and maintaining position in an industry.
Place : LIDl company has its stores domestically as well as internationally. An
organization has many retail outlets located at center location of different places. This location
strategy has provided firm an ease ion reaching to wide number of customers and providing them
with services or products. It has enabled business entity to make quick delivery of products or
services. Lidl organization also have well-organized distribution channel. Business entity has
established regional channel for distribution goods or services to client.
Promotion : There are some marketing as well as promotional strategies adopted by an
organization for accomplishing desired objectives. Effective promotional plan has been made by

marketing manager in Lidl organization which has assisted business venture in reaching to the
target audience or customer group (Chen and et.al., 2015). By offering the good quality of goods
at reasonable price, an enterprise has successfully as well as positively influenced customer to
purchase goods. In addition to this, an enterprise has also utilized below as well as above the line
promotional strategies which has assisted business entity in attracting more number of
customers.
Marketing manager in Lidl organization has high initiatives by organizing the marketing
campaign for informing the customers about new launch of products or services. It has adopted
various marketing channel for communicating directly with clients. In addition to this, an
enterprise has also adopted the digital marketing technique for promoting goods as well as brand.
This strategy has also provided firm a chance to inform regular client about the latest offers
(Bahadir, Bharadwaj and Srivastava, 2015). Digital marketing strategy has also provided
business entity in providing quick response to customers queries.
Physical evidence: Lidl organization has very attractive retail outlets designed in
traditional style. It provides customers or shoppers in finding the products as soon as possible
Designing retail stores in traditional manner has also provided LIDL customers to get ease in
accessing the goods or services. Business entity has used the unique combination of colors in
brand name.
Processes: The main objective of Lidl business entity is to purchase as well as sell many
products as possible at low cost. An organization has also has focus on improving the marketing
activities than also re- designing business structure a swell as procedure in order to increase
working efficiency.
People : Lidl organization has highly skilled and committed team of workforce which
has helped an enterprise in n achieving success. Business entity has focus on providing high
level of job satisfaction to its workers. Company offers attractive salary packages to its workers.
An enterprise also make investment in providing training to employees in order top support
workers in increasing working efficiency and improving their performance at workplace
(Cochoy, 2014). This investment strategy has assisted business entity in delivery high value as
well as professional services to customers.

CONCLUSION AND RECOMMENDATIONS
It has been concluded from the report that Lidl company is performing well in market,
but still there are some areas where business entity can make improvement. Recommendation to
Lidl organizational is that an organization should conduct survey at regular interval of time. As
this tactic will help firm in keeping up-to-date with the latest trends and business entity will get
to know about the changes in customers needs. In addition to this it has been suggested to Lidl
organizational to adopt product development strategy and launch new goods. As Product
development strategy will help business entity in gaining the competitive advantage in the
market. Innovation plan or strategy will help an enterprise in differentiating itself from
competitors. It will also help firm in increasing sales and profitability. The tows as well as Swot
analysis Tools can be utilized by marketing manager in Lidl organization for developing the
suitable marketing or promotional plans as well as strategies. As Lidl organization objective is to
increase market share, marketing development as well as market penetration strategy has been
advised to be adopted by Lidl company. In addition to this, Lidl organization has been provided
with suggestion to make improvement or changes in business structure. Change strategy will
assist business entity will allow business entity to sell their products at an incredibly cheap price.
Lidl company is recommended to mark online presence, as this strategy will help firm in
increasing sales and profitability. Business entity can use social media platform for promoting
goods, services or brand. As use of social media site will assist an enterprise in communicating
directly with client. It will also help business venture in reaching to wide number of customers.
Utilisation of social media platform for marketing purpose will help firm in reducing the cost of
promotion and will assist business unit in increasing profit margin.
It has been recommended to Lidl organization top concentrate on fulfilling the customers
and employees needs, as this strategy will help an enterprise in ensuring success. The other
advice given to business entity is that, an organization should Extend the usability of their
website to accept click and collect orders or even delivery. This strategy will assist Lidl company
in expanding business.

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