UK Grocery Retail Market Analysis and Marketing Strategies

The assignment is a comprehensive analysis of the UK grocery retail market, including market research, competitor analysis, and marketing strategies. It discusses the growth share matrix, Ansoff's product market expansion grid, and the BCG (Boston Consulting Group) Matrix as tools for market analysis and strategy development. The assignment also explores the impact of demographic changes on the market and provides insights into the 7Ps marketing mix. It is a valuable resource for students and professionals interested in understanding the UK grocery retail market and developing effective marketing strategies.

“LIDL” INDUSTRY
MARKETING REPORT

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................2
Different factors that has an impact on Lidl firm...................................................................2
TASK 2..........................................................................................................................................10
Which segments will provide “Lidl” Company with a higher yield of consumers..............10
TASK 3..........................................................................................................................................13
Approaches to the marketing strategies and 7p's of marketing mix.....................................13
RECOMMENDATIONS...............................................................................................................16
CONCLUSION..............................................................................................................................17
REFERENCES..............................................................................................................................18

INTRODUCTION
This statistic shows the market share of grocers in Great Britain (GB) monthly from
January 2015 to March 2017. Tesco and Sainsbury's had the largest share over the period under
consideration, holding 43.7 percent of the market together as of March 2017. Prior to the
popularity of the discounters, the grocery retail market was dominated by the 'big four'
supermarkets: Tesco, Sainsbury's, Asda and Morrisons. On the back of the economic recession
and growing inflation, however, consumer behaviour has shifted in favour of cheaper alternatives
and discounter stores. The resulting 'price wars' has led to supermarkets lowering their prices and
the highest share of food volume sales on promotion in Europe. Crucially, this has caused
increased volatility in the grocery retail market and, as of January 2017, Aldi overtook the Co-
operative to become the fifth largest supermarket in the United Kingdom.
Aldi and Lidl boost their sales this year by making an joint venture according to the data
from Kantar world panel. The pair also enjoyed the best sales growth in the sector, with Aldi
growing its sales by £1.1billion to £7.9billion, while sales at Lidl rose by £800million to
£5.8billion. In respect to this, Tesco shares slightly fell down from 28.2% to 28%. the firm Lidl
now wants to make a joint venture with Tesco in order to expand its marketing activities which is
discussed in this report.
The report will cover market research on current UK Grocery retail markets through
SWOT, PESTLE, competitor matrix, Boston consulting matrix and Ansoff Matrix. The viable
marketing opportunities for Lidl will be discussed in this report. The report will evaluate
segments associated with driving growth in the UK Grocery retail market which provides higher
yield of customers to Lidl firm. The 7p's marketing mix model with relevant approaches and
marketing strategies will be discussed in this report. The models and theories will be explained in
this report such as product description, brand image, pricing strategy, retailing and distribution
and integrated marketing communication strategies. Approaches and strategies to expand the
market of Lidl into the Grocery retail markets within UK will be explained. Clear
recommendations is also provided in this report to tackle the challenges and risks.
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TASK 1
Different factors that has an impact on Lidl firm
GD expects the UK grocery market to be worth £179.1bn in 2016, an increase of 0.6% on
2015. The forecast says that the UK grocery market value will be worth £196.9bn in 2021, a
9.9% increase on 2016. The grocery market accounts for 50.2p in every £1 of UK retail sales.
The statistical indicators of UK Grocery retail marketing shows that the total sales is
increased year by year that market is going good in terms of profitability and production (Amos
and Sullivan, 2017). The UK market is in very good condition towards Grocery retail firms that
Tesco, Sainsbury, Lidl and Morrison are going good and increasing their sales and profits
consistently.
SWOT analysis of Lidl
 Strengths: Lidl firm was founded in 1973 and it is one of the leading food Grocery
retailer business within UK, Europe. The firm is doing business in UK since 1994 and
become the 7th largest supermarket chain with 5.2% market share effectively. The firm
has now 650 stores and employee around 20,000 with 10 distribution centres. The firm is
also known as a discounter that it is committed towards customers in order to provide
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Illustration 1: UK Grocery retailing
Source: UK market and channel forecasts 2016 - 2021

effective and quality products and services to them. The firm is mainly focused on
making local products. For an example, 70% products of the firm are offered in UK and
come from British suppliers.
 Weaknesses: The firm has small number of employees as compared to the other firms
from same sector. Employees are less than expectations that few people are there to assist
customers in stores regarding queries (BĂLĂŞESCU, 2015). Du to some controversies
the reputation of firm is in a danger. For instance, the company was accused of spying on
its employees across Germany in 2008. Spying included but not limited to recording the
number of times employees went to the toilet, and their very personal details.
 Opportunities: The firm has currently 10,000 stores in 27 European nations. Thus, there
are some potential areas available for firm to expand their business and operational
activities. In fact the firm is the fastest growing firm in Grocery retail sector and
supermarket chains within UK. Lidl has opportunity to develop its business in the USA
also. The plan is to open 600 new store in country that Tesco failed in US to expand its
business. Lidl should take some initial steps in order to expand its activities in US.
 Threats: The most annoying threat for Lidl is number of competitors available in
markets such as Sainsbury, Tesco, Morrison and Aldi. Competitors in UK Tesco,
Morrison and Sainsbury where Aldi in Europe leading the competition. Changes in
consumer behaviour, and any political instability in Europe may impact on Lidl
significantly. It may sound harsh; however, any increase in minimum wages may also
impact on the company profitability effectively and efficiently.
PESTLE analysis of Lidl
 Political: Political factor is the first aspect of PESTLE analysis. Some political examples
should be managed and controlled by firm in order to manage its business operations over
10,000 store in Europe (Daniel, 2015). Natural assurance law is one of the major
components which is affecting the business and operational activities of Lidl. The firm
should comply with all the government needs in order to run business successfully and
effectively. The UK government vitality advance program to do work of retail products
and services innovatively is also affecting the business.
 Economical: Lild uses economical factors such as internal and external. There are many
rules and regulations formulated by the government and associated with retail firms in
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order to develop and improve the level of economy effectively. Consequently,
recuperation of GDP and the rising rate in the majority of the slowly developing nations
from the recessionary period that happened in 2008/2009 has a huge effect on the client
buying power. The firm also has a stable financial system that enables it to communicate
effectively and favourably.
 Social: Social factors also affect the business of Lidl that social components are
evaluated with natural expansion concern, stress and mentality on products (de Oña and
de Oña, 2015). People living in the societies are the most important part that they should
accept products and services offered by firm in the market. The company has also
considered a number of cultural elements that help in achievement of competitive
advantage and in promotion of customer interests. For instance, the company stocks
various items used by almost all the religions in Europe.
 Technological: It can be said that the technology is increasing day by day in any sector.
The firm should use latest innovations and techniques in order to improve customer
service. In addition to this, some technical devices should be used such as credit card
machine for cash less transactions and make purchasing easier and faster.
 Legal: Legal factors are related to the policies, strategies, plans and changes made by
government which affects the business operational activities of Lidl effectively. Health
and safety, employees obligations and other different laws and legislations regarding
retail industries. Such legal factors should be analysed and followed well in order to run
business smoothly and effectively.
 Environmental: Environmental factors such as population analysis, choices, culture and
trends (Formánková, Chládková and Hanusová, 2015). Europe, USA and UK are the
countries where the preferences and perception of customers are different that the firm
should determine requirements and demands of customers towards products and services.
This will help them to increase its competitive advantage and will also enhance sales and
profitability effectively.
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COMPETITOR MATRIX
Competitor matrix will help to analyse the competitive advantage of Lidl in the market.
The chart is presenting different range of products and services offered by Lidl and other
competitive firms in the market towards customers. It can be said that the price is different for
each products offered by these four brands effectively. Some are selling costly and some
affordable. Thus, it can be said that the firm is holding 3.5% of market share in 2014 and now it
is increased to 5.2% in 2017 effectively. The firm is growing and developing its activities in
order to enhance profitability and production.
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Illustration 2: Competitive Matrix
Sources: Richard, 2018

The BCG Growth Matrix
The BCG matrix was developed by Bruce Henderson in 1970 (Galán-Ladero and Galera-
Casquet, 2015). The matrix helps towards long term strategic planning in order to create
opportunities for the business by reviewing the portfolio of products and services offered by firm
in the market towards customers. This will help firm and management to decide where they need
to invest, develop or discontinue products and services. The model is also known as Growth
share matrix and divided into four parts:
 Dogs: Dog symbol represent the products and services with low market share and growth
as well.
 Question mark: Products and services with high growth and low market shares.
 Starts:Products and services with high market share and growth.
 Cash cows: Products and services with low growth market and high market share.
Implementation of BCG matrix
 Dogs: Dogs are the drain on resources that Lidl should remove dogs from products and
services portfolio in order to manage business effectively in terms of controlling various
resources. For an example, in the automotive sector, when a car line ends, there is still a
need for spare parts. As SAAB ceased trading and producing new cars, a whole business
has emerged providing SAAB part.
 Question marks: Such products and services needs an investment to reach to the next
level of stars. The main challenge is that a lot of investment is required by the products
and services to get return from it effectively (Hardcastle and Hagger, 2016). For an
example, Rovio, creators of the very successful Angry Birds game has developed many
other games you may not have heard of. Computer games companies often develop
hundreds of games before gaining one successful game.
 Stars: Stars refers to the market leader in which they required only ongoing investment
to remain effective and sustain within business. Star products and services generate more
value and Rate of interest as compared to the other categories products and services
effectively.
 Cash cows: Cash cows refers to milk products and services as possible without killing
the cow effectively. This refers to the establishment of products and services in the
market towards customers to create values. The business Proctor & Gamble which
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manufacture Pampers nappies to Lynx deodorants has often been described as a ‘cash
cow company’.
ANSOFF'S MATRIX
The model was developed by Igor Ansoff in 1965. the model is used by businesses in
order to improve and develop their strategic operational activities. The model is easy to use and
also the most common toll for business.
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Illustration 3: The Growth Share Matrix
Source: Hanlon, 2017

 Market Penetration: Market penetration refers to increase the sales of firm of existing
products and services in the existing market of business. There are a lot of questions such
as how can the firm is able to defend its market share.? How can they grow their market.?
Etc. a new strategy should be developed by organisation to motivate people to choose
Lidl products and services over another.
 Product development: Product development strategy refers to reach existing markets
with new products and services (Karjaluoto, Mustonen and Ulkuniemi, 2015). How can
Lidl firm can expand product portfolio.? And the answer is by developing and improving
products effectively. Extend your product by producing different variants, or repackage
existing products.
 Market development: Market development refers to reach in new markets with existing
products and services offered by firm. Such as, how can the firm is able to extent their
markets.? New potential markets and geographical areas is the answer. Use different sales
channels, such as online or direct sales, if you are currently selling through agents or
intermediaries.
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Illustration 4: Ansoff Market Matrix
Source: EXPLAINING THE ANSOFF MATRIX

 Diversification: Diversification refers to expanding business activities in which the firm
focuses on reaching new markets with new services and products. This strategy is risky:
there's often little scope for using existing expertise or for achieving economies of scale,
because you are trying to sell completely different products or services to different
customers.
Related diversification: In this the firm stay in the market where they have familiarity with.
Unrelated diversification:The firm moves forward to the market without any experience or
knowledge. This is a high risk strategy for the firms (Keller, 2016).
VIABLE MARKETING OPPORTUNITIES FOR “LIDL”
 Operational and financial: Every retail firms required operational activities, financial
mode and a strong and powerful brand in order to manage the business. Lidl which is also
known as discounter is different from Tesco and other firms that it is accepted as a
regional and national retail firm in Europe. This means the focus and retention is clear
and getting higher approaches towards the brand, however it will take long time.
 Hard work done by Aldi: ALDI and Lidl took market share at the expense of every
other grocer last year and enjoyed the biggest sales growth in the sector (Klimek and
Hansen, 2017). Aldi will launch in Italy this year and are assessing Romania as another
viable option. Lidl on the other hand is launching in the US and are sounding out plans
for Australia. 10-15 years ago, Lidl had a clear view on becoming the only genuine pan
European retailer, meaning a costly and rapid expansion program across Europe.
 Patience is virtue: Lidl is a private firm that it has not any shareholder pressure for
managing short term profits and gains. Lidl went over 10 years without making a profit.
During this time, it has constantly evolved its brand and offer to fit the precise needs of
the Swedish shopper, showcasing incredible flexibility and innovation, especially in its
marketing where it launched a Pop up Restaurant called Dill.
 Size does matter: Lidl and Aldi both firms are trying to expand their business
operational activities from which they can increase number of stores and facilities for
customers in the market. Size does matter because Lidl is bringing its format innovation
to the US in phases. In phase 2, Lidl will use space differently, once it has tested what is
working and what is not working. This white or unused space will ultimately allow it to
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truly innovate and differentiate from Aldi as has been the case in Portugal with its Café
areas and concession stands for freshly cooked poultry.
TASK 2
Which segments will provide “Lidl” Company with a higher yield of consumers
During the twelve weeks ending 25 February 2017, Aldi’s sales grew 12.0% year-on-
year, and Lidl’s 9.1%, while across the overall market sales increased 2.2%. Thus, Aldi and
Lidl’s combined market share crossed 12% for the first time, to 12.3% or nearly £1 in every £8
spent on grocery (Ramanathan, Subramanian, Yu and Vijaygopal, 2017).
Market segment: Market segmentation is necessary for the organisations in order to analyse the
needs and requirements of people according to the social and psychological needs effectively. It
can be said that products and services offered by firms can not be all things for all the people
living in United Kingdom and Europe (Russell-Jones, 2014). Market segmentation is all about
dividing customers into group of people with common requirements and characteristics. This
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Illustration 5: UK Grocery market research
Source: Burmaster, 2017

will help organisations to meet each groups demands and costs effectively. This is a approach
also which helps Lidl with an advantage over competitors in the market. There are some several
ways to segment market of UK Grocery and retail.
Socio-Demographic: Socio-demographic is nothing than characterised people from population
such as gender, age, ethnicity, types of customers, location, level of education, experience and
income. This is a factors asked in all kinds of surveys.
The statistical data of UK population analysis in 2016 provides relevant information
about people with different age group. The age of youngsters is increasing over 4,00,000. People
between 55-65 age is also in a large number (Salma, 2016). Thus, it can be said that people
living in UK are belong from different religions and age group that Lidl firm should categories
people between 20 to 35 and 45 to 60 in order to increase their sales and provide better and
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Illustration 6: UK Population analysis
Source: Baron, 2016

quality services to them. The needs and requirements of such people should be evaluated by the
firm in order to make products and services accordingly. This will help them to increase their
sales and profitability effectively.
For an example, Lidl firm can split its consumers in the market according to their age,
gender and interested. They are able to produce products and services which are relevant for the
categorised people. The organisation can use three segments that it is difficult for them to assess
different requirements and demands of people within market. The three segments will help firm
to produce and deliver products and services accordingly.
The first segment will be A in which Young people which will be between age of 20 to
40 included. For these people firm can manage their products and services according to their
needs and requirements such as healthy products, food supplementaries etc. According to the UK
population analysis people between age of 40 to 60 will be categorised in the second segment B.
Lidl can introduce quality and new products for the B segment people. Such people generally
considered home and food items (Sarstedt and Mooi, 2014). This will help firm to divide their
products accordingly. The final segment will be C in which exotic location will be analysed by
firm where number of people visit. Affordable prices and packages are also an effective way that
makes children happy.
Psychographic: Psychographics such as personality, values, risk aversion and lifestyle of people
living in UK and other countries where the firm can manage its business and operational
activities effectively. This market segment is crucial because it allows fir to engage in marketing
and product design in a proper and focused manner effectively.
The total employment in UK is 28,420,000 in which unemployed are 15,38,000. Thus,
unemployed people also affect the sales of firm that they are not able to purchase more that their
income of source is Zero. This will affect the business that firm should create expansion of
markets in key and potential areas within UK (Schramm-Klein, Morschett and Swoboda, 2015).
This will help them to increase their sales and revenues effectively.
Behavioural: In this, behaviour of customers after using the products and services, how loyal
they are towards the brand and what benefits they are looking for is included. Behavioural
segmentation is defined as the process of dividing the total market into smaller homogeneous
groups based on customer buying behaviour. Behavioural segmentation is done by organizations
on the basis of buying patterns of customers like usage frequency, brand loyalty, benefits needed,
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during any occasion etc. This is the most important part of market segmentation which provides
information that helps to conduct whether firm is doing good and meeting consumer
requirements and demands or not effectively. Customer research will help Lidl to identify
potential consumers in the market. Customers are happy with the products and services or not
will be conducted in this evaluation which helps to make certain changes according to the
perception and preferences of consumers.
It can be said that the increasing population, effective behaviour of people towards health
and safety products, increasing awareness towards health activities etc. These are the main
market segmentations which provides effective growth in UK grocery and retail organisation and
sector. This will also help to increase profitability and production for Lidl which leads towards
accomplishing desired goals and objectives of market segmentations in terms of socio-
demographic, psychographic and behavioural.
TASK 3
Approaches to the marketing strategies and 7p's of marketing mix
 Product description: Product description refers to the information, features and benefits
of a product or service offered by Lidl towards customers in the market. The main
objective of product description is to provide essential and enough information to
customers so that they can buy products and services immediately and effectively. This
will help organisation to expand its business in grocery and retail sector (Tkaczyk and
Krzyżanowska, 2014). Customers will purchase the products by reading information
provided on it.
 Brand image: Brand image refers to the image or current view of customers towards the
brand. It can be defined as a unique bundle of associations within the minds of target
customers. It signifies what the brand presently stands for. It is a set of beliefs held about
a specific brand. In short, it is nothing but the consumers perception about the product.
The brand image and effectiveness will help customers to recognise the name of products
and services and will also help to choose over another effectively. Brand image can be
developed by advertisement and direct experience through consumers in the market. This
will also help to achieve desired goals and objectives from which Lidl is able to expand
its business.
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 Pricing objective strategy: Pricing objective strategy is a main fundamental process of
every business success. The strategy underlines the pricing process of products and
services offered by firm (Vogel, 2014). The pricing strategy should reflect Lidl financial,
marketing and strategic and products and services goals and objectives. Level of
available stock, production of resources and customer price expectations are also
included in pricing objective strategies. It is one of the most important elements of
marketing mix which works for profit maximising, revenues enhancing and price
stabilisation. This will also help firm to set price according to their customers behavioural
analysis of purchasing products and services. This will help them to expand its business
in grocery and retail sector.
 Retailing and distribution objectives and strategies: Retailers are involved in the
process of distribution which supports firm objective level. The main objective of
distribution is to make products and services flow from the process of production place to
consumption place (Waddington, 2017). Retailing and distribution objectives and
strategies. Unique merchandise and management of distribution and retail strategies will
help business to expand in the UK and potential markets.
 Integrated marketing communications’ objectives strategies: IMC goals, objectives
and strategies are measurable, specific, quantified and have a stated time frame. Brand
awareness, brand loyalty, favourable attitude, sales objectives are the main elements of
IMC objectives. Such objectives and are full filled by strategic roles and variety of
communication disciplines. Consistency, personal selling, advertisement, public relations,
clarity and sales promotions are the main strategies which help organisation to increase
their sales and profitability in order to expand their business and operational activities
effectively.
The 7Ps marketing mix will help Lidl to review and define key issues and problems that
effect the marketing of its products and services in the market towards customers and is often
now referred to as the 7Ps framework for the digital marketing mix. The core elements of
marketing mix will also provide promotional and expansion activities for the firm (Walton,
Petrovici and Fearne, 2017). This will increase the profitability and production for Lidl which
will help to achieve desired goals and objectives effectively.
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 Product: Products and services refers to selling and including all the features, benefits
and advantages to the customers provided by organisation. Product and service marketing
is crucial to deliver information and benefits to the customers so that them an purchase
them effectively. This will help organisation to expand its business in grocery and retail
sector. Customers will purchase the products by reading information provided on it.
Research and development is necessary to develop new products and services within
business effectively.
 Price: It is one of the most important elements of marketing mix which works for profit
maximising, revenues enhancing and price stabilisation. The strategy underlines the
pricing process of products and services offered by firm. The pricing strategy should
reflect Lidl financial, marketing and strategic and products and services goals and
objectives. Level of available stock, production of resources and customer price
expectations are also included in pricing objective strategies (Wirtz and Lovelock, 2017).
This will also help firm to set price according to their customers behavioural analysis of
purchasing products and services which leads towards expansion of business activities.
 Promotion: Promotional activities will help Lidl to expand its business by making aware
customers of your products. The promotional activities such as advertisement, sales,
direct marketing and promotions. These are refers to marketing tactics and come in
marketing mix effectively. Promotional activities also enhance the brand image and
awareness of products and services offered by firm towards customers in the market.
Promotional activities also help to expand the business by increasing sales and production
which leads towards profitability effectively.
 Place: Place is where customers can see products and services offered by firm. Product
access is important for the firm from the customers point of view that ensures customers
can easily reach and find products. In retail business, stores are the main part of place
activities. Customers mostly buy local manufactured products and services that it will
help them to do respectively and effectively (Russell-Jones, 2014). This is also a main
part of marketing mix which also help to expand business operational activities in terms
of opening new stores at any different location for customers to purchase products
offered by firm.
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 People: People refers to the human resource such as staff, sales people and employees
working in the firm including owner of Lidl. Customer services are provided by these
people to assist consumers in the stores practically and effectively. A positive customer
experience can be created by these people in order to provide excellent and effective
customer services. The firm is able to provide a competitive advantage by recruiting skill
and knowledgable people, by providing trainings and development programs to improve
skills. Food safety and retaining a good staff is also a key factor to expand the business of
Lidl effectively.
 Process: Process include delivery of products and services to customers in the market. It
is all about easy to do business with. Process of delivering products can save time and
money if used in a efficient manner. Same standard of delivering services to customers
will make them happy that they will buy again with repeated behaviour of purchasing.
This will help organisation to expand its business by delivering quality and effective
products and services in the market.
 Physical evidence: Physical evidence refers to the interaction which a customer make
with business. This will include the environment of business where products and services
are offered, interior design which attracts new consumers, packaging, branding and
labelling (Ramanathan, Subramanian, Yu and Vijaygopal, 2017). Physical evidence also
refers to the dress and act used by employees working in the firm. Layout, signage and
fixtures should build an effective brand image in order to enhance the sales and
production. This will increase the profitability and will help to expand business activities
in grocery and retail sector effectively.
RECOMMENDATIONS
The UK grocery and retail market analysis describe that there are viable marketing
opportunities for Lidl in order to expand its business and operational activities effectively. The
challenges such as political, technological, environment and social factors affect the business of
Lidl that some necessary steps should be taken to overcome effectively. There are also various
segmentation from which the firm is able to expand its business by conducting socio-
demographic, psychographic and behavioural analysis of UK people. These segments will help
to increase efficiency and effectiveness of firm. The organisation can use three segments that it is
difficult for them to assess different requirements and demands of people within market. The
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three segments will help firm to produce and deliver products and services accordingly.
Marketing strategies such as Product description, Brand image, Pricing objective strategy,
Retailing and distribution objectives and strategies and Integrated marketing communications’
objectives strategies will help to expand business in the key potential areas. The 7p's of
marketing mix will also help to enhance the sales and production and will increase the
profitability and will help to expand business activities in grocery and retail sector effectively.
Viable marketing opportunities such as operational and financial, Hard work done by Aldi,
Patience is virtue and Size does matter will also help to provide different marketing opportunities
in order to expand the business and overcome the challenges within market. Challenges and risks
are assessed with tasks that firm should manage strategies and plans in order to overcome with
them. This will help Lidl to increase its profitability and production from which it is able meet
customer demands and requirements accordingly and effectively.
CONCLUSION
From the above analysis, it can be concluded that Lidl is one of the most growing brand
in UK within grocery and retail sector. The firm is competing other brands such as Tesco,
Sainsbury and Morrison in the market. Ansoff matrix model is will help to improve and develop
products and services quality and effectiveness. The research provides statistical data of UK
grocery and retail market that clearly states that Lidl is improving and increasing its revenues
among others. The firm has a joint venture with similar brand Aldi which boosted the revenues
of both firms in the market. Now, the firm wants to make a collaboration with Tesco in order to
enhance its sales and profitability which is a right decision. The UK population analysis will help
to categories customers of Lidl according to the market segmentation such as socio-
demographic, psychographic and behavioural. Marketing strategies will help to expand business
operational activities and 7p's of marketing mix model will provide strengthen towards products
and services in order to improve and develop their quality and effectiveness according to
customer requirements and preferences.
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