Marketing Plan Report 2022

[Name of the student]
[Course ID]
MARKETING PLAN

REPORT
1.0 Executive Summary
Grocery store in the UK is highly competitive because the grocery product is affected by the
price elasticity necessitating a high level of innovation in the food chain, product offering,
and marketing strategy. As a result, the current report will evaluate the brand marketing
strategy in achieving the redesigned brand objective. In addition, the report will highlight the
implementation plan and control measures, as well as the financial plan, to provide a brief
overview of the company's progress toward the goal.

REPORT
Contents
Task 1.........................................................................................................................................3
Introduction................................................................................................................................3
Marketing mix of Lidl................................................................................................................4
Product....................................................................................................................................4
Price........................................................................................................................................4
Place.......................................................................................................................................4
Promotion...............................................................................................................................5
Company Current Situation Analysis.........................................................................................7
3.0 Swot analysis....................................................................................................................7
Pestle analysis.........................................................................................................................8
Ansoff’s matrix:......................................................................................................................8
Lidl microenvironment analysis.............................................................................................9
4.0 REDESIGN MARKETING OBJECTIVES......................................................................10
5.0 STP Model to Achieve the Marketing Objective..........................................................10
6.0 Resource Allocation...........................................................................................................11
Marketing Budget.....................................................................................................................12
7.0 Implementation plan...........................................................................................................13
8.0 Measure and control...........................................................................................................14
Control......................................................................................................................................16
Conclusion................................................................................................................................16

REPORT
Task 1
Introduction
Goal/Objective of Lidl company
The company's major goal is to improve customers' living standards by supplying high-
quality products in the market and ensuring that customer satisfaction is met in whatever
we do.
Lidl is a well-known brand in Europe, and it is a German discount supermarket chain with
over 10,000 stores worldwide. Its major goal is to sell high-quality products to customers
with a hassle-free shopping experience (Franck, 2018).. Furthermore, Aldi is one of the
supermarket chain's main competitors, as its primary goal is to increase its market share in
the UK grocery sector. The marketing mix employed by Lidl in order to reach the company's
goal is highlighted in this study. However, the current paper compares and contrasts Lidl's
and Aldi's marketing strategies (Tomasevic, 2018).
Marketing mix of Lidl
Product
Lidl had a variety of products for different consumer segments within the same category. Lidl
uses a variety of methods to fulfil its business goals, such as product campaigns, which are
committed to sourcing high-quality goods from local suppliers, in contrast to Aldi.
Furthermore, Lidl places a strong emphasis on UK farmers for food production, with British
farmers accounting for 70% of the brand's suppliers (Jack, 2018). Furthermore, the company's
product marketing strategy emphasizes healthy eating, outstanding flavour, and stylish
snacking, whereas Aldi's product strategy focuses on winning market share by launching new
products e.g. milo (Tomasevic,2018)
Price
Lidl employs the penetration pricing strategy to achieve the company's goal, and the
company does it by minimizing wastage, which lowers costs. Furthermore, Lidl has a
significant advantage because of its cheap pricing approach, as most of its suppliers are local
vendors. However, there is a gap in Lidl's pricing strategy, as the company only offers
seasonal discounts to boost bulk sales, whereas Aldi uses discounted pricing strategy, as well