Lidl Expansion in Greece: A Comprehensive Analysis

COURSEWORK
LIDL EXPANSION IN GREECE
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Executive Summary
International business expansion is considered as a growth opportunity for business
organizations. The report highlights the discussion about how a leading retail company called
Lidl will expand in the Greece market. With the help of different analytical tools like PESTLE
analysis, Porter’s Five Forces and Ansoff’s Growth Matrix, the several business environment
factors involved in the expansion plan of Lidl have been analysed. With the help of relevant
statistical data and extensive market research, the market condition of Greece has been
evaluated. The report suggests about how vital it is for the organizations to consider the
economic and political scenario of a country and understand its market before stepping into the
market.
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Table of Contents
Introduction......................................................................................................................................4
Company Overview.........................................................................................................................5
Country Overview...........................................................................................................................6
Discussion of the Business Environment......................................................................................10
Porter’s Five Forces framework................................................................................................10
PESTLE Analysis......................................................................................................................11
Ansoff’s Growth Matrix............................................................................................................13
Conclusion.....................................................................................................................................15
Reference List................................................................................................................................16
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Introduction
Expanding business operations are essential for the sustainable growth and expansion of any
company. Tapping up newer markets allow companies to explore opportunities, while using
different kinds of resources to earn a competitive advantage. Earning a competitive advantage is
integral to the health of a business organization as it can achieve the long-term prospects of risk
and product diversification.
Risk diversification offers companies with a legitimate chance to spread out economic benefits
across various operations. This would allow prospective companies with the opportunity of
maximising profits, while recognising potential threats and effectively dealing with these.
Competition is also integral to the growth prospects of a company, as it would increase the
opportunities of a firm to expand their brand and the subsequent recognition levels amongst a
foreign customer base. This can help any company improve the returns on any potential
investments that they are making. This report analyses the growth and expansions opportunities
for Lidl in the country of Greece.
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