The Impact of Production Waste on Company Reputation: A Case Study on Lidl

Lidl - The
effect of
production
waste on
company
reputation
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Contents
Contents...........................................................................................................................................2
TTITLE: An investigation into the impact of production waste on the reputation of the company.
A case study on Lidl........................................................................................................................3
INTRODUCTION...........................................................................................................................3
Research Aim:..................................................................................................................................3
Research Objectives.........................................................................................................................3
Research Questions..........................................................................................................................3
Literature Review...................................................................................................................3
Brand perception in retail industry.........................................................................................3
Brand perception and management of production waste.......................................................4
Barriers in handling production waste effectively..................................................................4
Research Methodology...........................................................................................................5
Results and Discussion...........................................................................................................6
CONCUSION................................................................................................................................11
RECCOMENDATIONS................................................................................................................12
REFRENCES.................................................................................................................................13
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TTITLE: An investigation into the impact of production waste on the
reputation of the company. A case study on Lidl.
INTRODUCTION
This research investigates the relation between production waste and brand reputation in
the retail industry. The company selected for this report is Lidl. The company was founded in the
year 1973 and has 315000 employees. The headquarters of Lidl is in Germany with presence in
EU and US.
Research Aim:
The aim of the research is to “determine the effect of production waste on the brand
perception of retail enterprise Lidl.”
Research Objectives
 To understand the concept of brand perception.
 To determine the relation between brand perception and waste production in case if Lidl.
 To identify challenges in improving brand perception through effective waste
management at Lidl.
Research Questions
 What is the concept of brand perception?
 What is the relation between brand perception and waste production in case if Lidl?
 What are the challenges in improving brand perception through effective waste
management at Lidl?
Literature Review
Brand perception in retail industry
As per Ross (2019) Brand reputation is key to succeeding in future retail landscape. It is
defined as public perception of a brand and the views formed by the public because of the direct
or indirect experiences with the brand. It is important for every company in the retail industry to
invest in brand reputation management as it will apply an important role in gaining success and
surviving for a long time period. The changes bought by digital technology in the retail industry
have enhanced the importance of having high brand reputation because more than 93 per cent of
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consumers said they read reviews before buying online from an unfamiliar company (The future
of retail is reputation, 2019). This shapes their brand reputation of the company and plays a
significant role in affecting their decision making regarding purchasing products and services of
the company. In case of retail organizations, it is important to invest in brand reputation
management as it helps the company influence decision making of the consumers and convert
them into loyal consumers. High brand reputation can also provide the company competitive
advantage by increasing the consumer retention arte at the firm. In case of Lidl the firm needs to
focus on building a sustainable and positive brand reputation so that they are able to survive in
the increasingly competitive retail landscape.
Brand perception and management of production waste
As per the views of Davidson (2018) waste management plays an important role in
improving brand reputation. This is because adoption of effective practices of managing waste
helps business firms helps business firms create a sustainable image and gain competitive
advantage. Managing production waste supports better sustainability and helps connect with
consumers who can provide (5 Ways Small Businesses Benefit From Responsible Waste
Management, 2018).
Barriers in handling production waste effectively
According to the views of Kumar et. al., (2017) there are various challenges associated
with effective waste management. One of the primary challenges related to high quality waste
management is that the best practices for waste management are not being used by business
firms. This ignorance towards waste management expertise and knowledge leads to
unsustainable disposal of production waste which is harmful for the environment. In addition to
this the lack of accountability towards ensuring that every type of waste produced is managed in
a sustainable manner is the cause of sow adoption of effective waste management techniques and
practices. There needs to be increased awareness and sense of responsibility regarding
sustainable waste management and culture directed towards minimizing and managing waste
needs to be created so that every individual of thee company is countable towards the waste
generated at the company (Challenges and opportunities associated with waste management in
India, 2017). The lack of accountability along with usage of ineffective technological
infrastructure to manage waste is one of the reasons which leads to environmentally damaging
waste management in business firms. In addition to this it is important for business firms to
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