This study material provides insights into the principles of marketing, customer value, SWOT analysis, competitive analysis, customer empowerment, customer satisfaction, customer relationship management, and customer privacy in the context of Lidl. It explores the role of customers in strategic planning and the competitive landscape in the retail sector. The material also includes a calculation of customer lifetime value for Lidl and discusses the importance of customer empowerment, satisfaction, relationship management, and privacy in the supermarket industry.