Marketing Audit

Marketing Audit
Research Project MKT4002

Research Project MKT 4002
MARKETING AUDIT
Contents
Executive summary...............................................................................................................................2
Chapter 1: Introduction to research........................................................................................................4
Background of Chosen organisation..................................................................................................5
Lidl vision and mission statement......................................................................................................5
Research objectives...........................................................................................................................5
Research questions............................................................................................................................5
Chapter 2: Review of Research objectives............................................................................................6
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Current conditions of grocery market of UK including the impact of Brexit and Corona virus on
retail sector.......................................................................................................................................6
Micro and macro factors that are creating impact on Lidl together with analysis of its competitors
and suppliers.....................................................................................................................................7
The demographic environment.........................................................................................................8
The Micro environment.....................................................................................................................8
Suppliers of Lidl.................................................................................................................................9
The strategic triangle: company, competitors, customers.................................................................9
Lidl two closed competitors...............................................................................................................9
The marketing mix aims to examine the 4 P’ s: product, price, place, promotion...........................10
SWOT analysis of Lidl.......................................................................................................................11
To identify the importance and need of online shopping and the benefits created by it in success
and better growth of Lidl.................................................................................................................12
Chapter 3: Analysis of findings...........................................................................................................13
Chapter 4: Recommendation and conclusion.......................................................................................13
Executive summary
The retail and supermarket industry is characterised as fast growing and encountered with lot
of competition who aim at increasing their market share to have better growth and expansion.
The current research project is based on Lidl Company which consists of analysis of its micro
and macro environment in order to develop better understudying about its strengths and
competition that facilitates its better expansion in market of UK. This, report consist an
evaluation of impact created by Brexit issues and Corona Virus on expansion and growth
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strategy of an organisation. Further, this project also focus on importance and significance of
online stores and techniques for having better opportunity and maximizing profit margin.
Content page
 Executive summary
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