Lindl Case Study: Pre Expansion Analysis

This report aims to analyze the international business structure in terms of expansion. The chosen organization is Lidl, a discount retail chain based in Germany. The organization desires to expand in either Norway or Mexico. For the purpose of external analysis, a comparative study of Norway and Mexico has been executed. The resultant territory for international expansion is Norway where it is suitable over Mexico in all aspects. After choosing Norway, as the country for expansion, VRIO framework is used for internal analysis. Lastly, suitable recommendations are being provided for gaining access into the Norwegian market, which will enable the company to enter the market and gain large market share very quickly.