Analysis of LIDL’s Global Marketing: Economic and Cultural Impacts

Desklib provides past papers and solved assignments for students. This project analyzes LIDL’s global marketing impact.

RESEARCH PROJECT
1

Research title
“To assess and examine the positive economic and cultural impact on LIDL’s global
marketing”
2

Table of Contents
INTRODUCTION................................................................................................................................................... 3
RESEARCH AIM AND OBJECTIVES..............................................................................................................5
REASON FOR CHOOSING THIS RESEARCH PROJECT.........................................................................6
METHODOLOGY.................................................................................................................................................. 7
ACTIVITIES AND TIMESCALES..................................................................................................................... 8
TASK 2................................................................................................................................................................... 10
PRIMARY RESEARCH.................................................................................................................................10
SECONDARY RESEARCH.......................................................................................................................... 12
PROS AND CONS OF APPROACHES OF DATA COLLECTION AND ANALYSIS...................13
DATA ANALYSIS AND INTERPRETATION.......................................................................................14
DISCUSSION................................................................................................................................................... 24
CONCLUSION AND RECOMMENDATIONS.......................................................................................24
REFLECTION................................................................................................................................................. 26
REFERENCES...................................................................................................................................................... 27
3

INTRODUCTION
Global marketing strategy is the strategy that involves countries from several different
regions in the world and that aims for coordinating the marketing efforts of the
company in marketing these countries. It is not essential that it covers all countries but
it should apply across all and several regions. It is the process to adjust the marketing
strategy of the company for adapting the conditions of other countries. It is not only
selling the product or service at the global level but it is more than it that focuses on
other marketing activities also. It increases brand awareness at the international level
also. It helps the organization also gaining a competitive edge. There are many effects of
globalization on the marketing strategies of a different organization. Globalization is
also having the cultural and economic benefit that can lead to an expansion of the
business (Lee and Carter, 2011).
The importance of the global marketing strategy can be considered and reflect on the
sweeping transformation that affected the industries and people of many regions and
nations. The economic effect of Globalization can be seen on the business expansion of
different countries. The different countries are taking the benefit of the economic effect
of the Globalization. This enables to provide various tariffs and discounts on
international trade. There is much compensation that is being provided by governments
on the foreign direct investment and this helps in the expansion of the business at the
international level (Alon et al., 2011).
Globalization has some negative influences also despite contributing to the growth of
the economies of the world and nations. It has many negative effects on developed and
developing nations. In developed countries, people have the problem of job insecurity.
The research project aims at the investigation of the positive economic and cultural
impact on the global marketing of LIDL. This will also determine the impact of
globalization on the marketing strategy of the LIDL. The data will be collected for this
research project with the help of the different application of the research
methodologies. The mixed method will be applied for the data collection that will help
in investigating the effect of globalization on the marketing strategy of LIDL’s. The data
will be analyzed by the pie charts and graphs. And the results will be interpreted in an
appropriate manner (Kotler and Armstrong, 2015).
4

LIDL Stiftung & Co. KG is the German global supermarket chain that is based in Germany
that operates over 10,000 stores across the United States and Europe. There are stores
of Lidl in every member state of the European Union and the stores are also present in
Switzerland, USA, and Serbia. The total numbers of employees working in the Lidl are
315,000.
5

RESEARCH TITLE: “To assess and examine the positive economic and cultural impact
on LIDL’s global marketing”
RESEARCH AIM AND OBJECTIVES
The research aims and objectives are the essential part of every research project and it
will help in having the idea about the research project. It acts as the road map for the
research project that helps in carrying out the research project. The main aim of the
research project is as follows:
Aim
“To examine and assess the positive cultural, economic impact on the LIDL’s global
marketing”.
Objective
The research project will analyze and investigate the positive cultural and economic
impact on the global marketing of LIDLs and it will also examine the impact of the
globalization on the marketing strategies of LIDL. The major areas will also be the
cultural and economic benefit of the globalization on the business expansion of LIDL.
The objectives of this research project are as follows:
 To collect and gather the primary and secondary global marketing data on LIDL
 To analyze the impact of globalization on the marketing strategies of LIDL.
 To determine the economic and cultural benefit of the globalization on LIDL
business expansion
 To critically evaluate the impact of globalization on the marketing strategies of
LIDL
6

REASON FOR CHOOSING THIS RESEARCH PROJECT
This is important to have an understanding of the global marketing strategy as it is the
age of the globalization and there are many organizations which are working at the
international level. There are many efforts that must be considered and different
marketing activities must be carried at the global level. The global marketing improves
the effectiveness of the product and services as the more the company grow the more
the organization learns in a quick manner and we become more effective at the
production of the new services and products. It also enables to have a strong
competitive advantage. It also increases consumer awareness of the brand and products
and services. Global marketing also reduces costs and increases savings. Thus this topic
has been selected looking at the many benefits and importance that benefit the LIDL in
the long run (Gillespie and Riddle, 2015).
7

METHODOLOGY
This research project will be undertaken with the help of applying the mixed methods
and that will be utilized to inform the researcher about the research delivery. The
qualitative and quantitative research method will be helpful in drawing the findings and
results of the research and this will also reflect and provide reliable and accurate
results. The primary research will provide fresh and accurate data. And this will help in
the evaluation of the research (Walliman, 2017).
The qualitative research will be completed by the undertaking of secondary research.
And the secondary research will be carried out by reviewing the different works of
literature. The literature will be reviewed by studying different journals, projects, online
articles, magazines, etc. This will be analyzed with the help of the meta-analysis and 30
kinds of literature will be selected for the secondary research. Ten kinds of literature
will be reviewed with the help of meta-analysis and it will be in-depth analyzed.
The quantitative research will be carried with the help of the survey method and the
survey method will be carried out by filling the questionnaires that will be filled by
differing participants and respondents. This research method will help to collect and
gather the data directly from the participants and respondent so this will provide
accurate and fresh data (Kumar, 2019).
About fifty participants will be selected for the primary research and that will be
selected on a random basis. The respondents for this research project will be the
employees of LIDL. This will help in gathering the data and analyses it in a proper
manner. They will reflect the adoption of global marketing strategies for the business
and also the benefit of global marketing strategies to the LIDL. A framed and structured
questionnaire will be framed and that will be filled by the respondents for gathering the
relevant data and information. This will also help in having the idea and overview of the
strategies that are adopted by LIDL for gaining the competitive edge across different
regions (Patten, 2016).
The data and information that will be collected with the help of the different method
will be analyzed through pie charts and graphs and it will be interpreted with the help
of these for having the reflection of the results and findings. This will come into the form
of the graphical presentation (Quinlan et al., 2019).
8

ACTIVITIES AND TIMESCALES
The research project will be undertaken by considering project duration and time. The
preparation and creation of timelines for the research are also important for the
successful implementation of the research and it will be carried out by different
activities. The timescale and timeline can be presented on the basis of preparation of the
Gantt chart that is the proper and systematic tool that will provide assistance for the
proper and effective execution of the research. This reflects the idea about the activities
of the research that needs to be carried out for the research. This also helps and directs
the researcher for the implementation, execution, and monitoring of the research
project (Lock, 2017). The different activities will be undertaken with the help of the
different timescale and timeline that has been explained as below:
TASK START DATE STOP DATE DURATION
To outline the
problem of research
02/01/2019 02/7/2019 07
Defining and framing out
the aims and objectives
02/07/2019 02/15/2019 09
Reviewing the literature
02/15/2019 02/25/2019 11
To design the research
project 02/25/2019 03/05/2019 8
Analyze the data
collection methods 03/05/2019 03/20/2019 15
Analyze the data
Interpretation 03/20/2019 04/01/2019 13
Drawing Results and
conclusion
04/01/2019 04/15/2019 15
Findings and
recommendation 04/15/2019 04/27/2019 13
9

Task A
Task B
Task C
Task D
Task E
Task F
Task G
Task I
2/1/2019 3/23/2019 5/12/2019
10

TASK 2
The research has been conducted with the use of primary and secondary research. For
conducting the primary research, the use of survey method has been done (Lock, 2017).
For the collection of primary data, a questionnaire has been formed and its results have
been analyzed. However, secondary data has been collected with the method of
literature review.
Cost: In this research project, the cost of the survey, market research, human resource,
and information technology has incurred. During the conduction of the survey, the costs
of information technology and human resources have been incurred (Bell, 2017).
Access: The data collected through this research project would only be accessed
through the researcher, research head and the staff.
Ethical Issues: In this research project, all kinds of ethical issues have been considered.
The data collected through the survey has been collecting through informing the use
and purpose and has been secured for any malpractice. Similarly, the data collected
through secondary research has also been collecting through keeping in view of all the
ethical issues
PRIMARY RESEARCH
For this research project, the primary research has been conducted through a
questionnaire and the respondents selected for this questionnaire are the employees of
LIDL. Following is the questionnaire through which the primary data has been collected:
1. How long have been employed at LIDL?  0-5 Years 6-15 years 15 years and more
2. Do you think global marketing will
positively impact LIDL? Yes No Maybe
3. How marketing activities of LIDL have
been economically and culturally
impacted? High Medium Low No Change
4. Do you think globalization has impacted  Yes
11

the marketing strategies of LIDL?  No Maybe
5. Has global marketing led to innovation in
strategies? High Medium Low No Change
6. How has the working culture in your
organization changed after globalization? Positive Change Negative Change Both No Change
7. How has globalization benefitted LIDL
economically and culturally? High Medium Low No Change
8. Has the economic and cultural impact
affected the employees of LIDL? Yes No Maybe
9. Are you satisfied with the economic and
cultural impact in LIDL due to global
marketing? Yes No Maybe
10. Do you think global marketing holds more
benefits and areas of growth for LIDL? Yes No Maybe
12