Research Proposal: Marketing Strategies of Supermarket Giant Lidl

This research proposal investigates the marketing strategies employed by Lidl, a prominent supermarket chain. The introduction highlights the importance of marketing in the retail sector, particularly within the UK market, and emphasizes how strategies like product categorization, pricing, and promotion contribute to business success. The proposal outlines the aim to identify the significance of marketing strategies in the retail business, specifically focusing on Lidl's approach, with objectives to understand their significance, comprehend the strategies for business development, and assess Lidl's specific strategies. The literature review explores the importance of marketing strategies, comprehension for building strategies, and the types of strategies employed by Lidl, including the 7Ps of marketing. The research methodology and plan are briefly outlined, followed by references, providing a comprehensive overview of the planned research into Lidl's marketing practices and their impact on the retail sector. The proposal aims to analyze how Lidl adapts to the UK market and maintains its competitive edge.

RESEARCH PROPOSAL

Table of Contents
TITLE: MARKETING STRATEGIES OF SUPERMARKET GIANT LIDL STRUCTURE...1
INTRODUCTION..............................................................................................................1
Rationale......................................................................................................................1
AIM AND OBJECTIVES...................................................................................................2
Aim: ............................................................................................................................. 2
Objectives: .................................................................................................................. 2
Research questions:....................................................................................................2
LITERATURE REVIEW....................................................................................................2
Importance of marketing strategies in retail sector business.......................................2
Comprehension to build marketing strategies..............................................................3
Marketing strategies assists to create effective results................................................4
Types of marketing strategies exist in Lidl...................................................................5
RESEARCH METHODOLOGY........................................................................................5
RESEARCH PLAN...........................................................................................................8
REFERENCES...............................................................................................................10

TITLE: MARKETING STRATEGIES OF SUPERMARKET GIANT LIDL
INTRODUCTION
In order to ascertain goals and objectives, marketing strategies assists to create
effective results in supermarket. In the retail store, it is a suitable technique through
which trade is promoted which is the key factor for the UK market. From the retail
stores, any country is able to deliver effective results in different areas of the market
(Leonidou, Katsikeas and Morgan, 2013). It also helps to categories products, price,
place and promotion which is divided into several experiments, observation, etc. In
addition to this, it also consists of important participation of promotional activities that
helps to enhance developing results.
Lidl is a German and Europe brand enterprise which deals in grocery products and
provide their facilities in more than 650 stores With this regard, customers get high
quality products at low prices from the retailer (IGD: UK food and grocery forecast to grow
by 15% by 2022, 2017). After 2000, Lidl has enhanced their operations in British market
by creating the largest network to deliver fresh, quality products from the different areas
of the world. Marketing strategies play vital role in the success of any business to
develop and enhance profitability. In addition to this, it also assists to create more
growth in GDP. Competitive market price also increases that creates high profits and
revenue in different areas of the world.
In the UK market, food and grocery products and continuously develops that
increase its performances and profitability in systematic manner. In this aspect, they
also have forecast to conduct research and predict growth for future development (IGD:
UK food and grocery forecast to grow by 15% by 2022, 2017). IGD predict that retail
sector consist high growth in term of money in the market by 2022. In addition to this,
there are several kinds of market exists that assists to accomplish more amount of
profits and revenue through operating different activities. For example, hypermarket,
supermarket, convenience, online retailer, etc.
Hence, channels also develops co continuously to forecast and increase inflation
to make sustainability deflation across the UK food and grocery. All channels also set
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for see growth and anticipate for encourage trade to remain competitive advantages.
With the help of revolution, it has been seen that the company grow their performances
and objectives continuously to make large choice of the products and services. Beside
this, brand equity also determines different elements which assist to make creative
functions and operations in the marketing activities that assists to create distinction for
replacement in the business unit (Allaway and et.al., 2011). Brand equity also need to
understand and create value for development of the business in systematic perspective.
Lidl is a global brand enterprise which began operating since 1930 to provide different
operations and functions in new areas. In more than 600 branches, the chosen
organisation provides its products and services to develop their functions and
operations. In this aspect, there are 7P’s that take place that make effective and positive
outcomes for ascertain effective results (Manthiou, Lee and Chiang, 2014). For
example, product, price, place, promotion etc. These tools assist to develop target
market and enhance profitability at workplace in systematic manner. Lidl can also grow
more in the UK grocery that assists to make creative functions and operations in new
areas of the world. These types of marketing strategies grow more profits and revenue
in different areas of the world.
In respect to implement effective marketing strategies, the chosen organisation has
benefits to increase their profits and revenue at workplace. It is a systematic process in
which more revenue and objectives can be achieved. Lidl can also concentrate to grow
more profits and revenue through several activities at workplace (Leonidou, Katsikeas
and Morgan, 2013). These types of marketing strategies also create profitable results in
systematic perspective at workplace. Lidl is the one of the large market which perceive
operations and functions to develop their target market in systematic manner. They are
operating several functions and operations with five concepts such as demand, needs,
wants, etc. They also concentrate on the 7ps through they can ascertain major
profitable results at workplace. In this context, marketing strategy also helps to make
themselves leader. In UK this industry growing their operations and functions to cater
effective results at workplace. Time to time, the company growing more so that their
objectives will be established and fulfilled to undertake several activities at workplace. In
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addition to this, Lidl also determines their operations to develop results in food retail
business that assists to meet with goals and objectives in the organisation.
In the selected business unit, training need require for increase growth to create
in-depth understanding towards the supply chain and create growth of the organisation.
In this aspect, knowledge also gain for ascertain effective functioning at workplace
(Aaker, 1991). There are several opportunities also determines that assists to create
different activities. In the IGD senior retail that create effective growth for the business
management. Hence, Lidl has responsibilities to implement latest channels trends which
create opportunities that are presenting for the suppliers. UK food and grocery market
also forecast to enhance their profits and revenue around 15% in 2022. It create high
values and profitability that assists to meet with effective functioning.
AIM AND OBJECTIVES
Aim:
“To identify the importance of marketing strategies in retailing business while
concentrating principally on the strategies of marketing of LIDL”
The research aims to assess effective results of the marketing strategies in retail sector
operations. Therefore, goals and objectives are accomplished in systematic manner.
There are several other factors that exists which create impact on the functions and
operations.
Objectives:
 To understand the significance of marketing strategies in the retailing business.
 To build up the comprehension of marketing strategies for business
development.
 To assess the marketing strategies of Lidl.
Research questions:
 What do you understand about the significance of marketing strategies in the
retaining business?
 How comprehension can be built for marketing strategies?
 How marketing strategies can help to make effective results in Lidl?
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LITERATURE REVIEW
Importance of marketing strategies in retail sector business
As per Manthiou, Lee and Chiang, (2014) retail industry grow their operations and
functions with implementing several strategies in it. With the help of different skills and
development activities, marketing plan of the business ascertain effective results in the
enterprise. With this regard, products and services are promoted through advertisement
and marketing tools. Hence, it is important to increase profitability and performances in
retail sector enterprise. However, Manthiou, Lee and Chiang, (2014) states that
marketing strategies helps to understand the customer demand. In the marketing plan,
feasible solution has been made to undertake several activities for the clients. It is the
systematic process in which promotional and marketing plan develops important
aspects in the business unit. Therefore, financial goals play important part to target
several people at workplace. It is related with sales targets and assess budget. Sales
targets is consisted as the initial set of marketing plan that assists to solve problems.
On the other hand, Hur, Kim and Jang, (2016) states that strategic planning is another
element that includes promotional and marketing strategies. With the help of this
aspect, planning includes marketing, promotion, sales, financial goals, etc. Retail
industry grows continuously which assists to promote different products and services
that are integrated in the society. In addition to this, Leonidou, Katsikeas and Morgan,
(2013) argued that business transactions significantly play vital role that evolves
continuously with time to time. For example, needs and demands of people
continuously change which states there are different kinds of people that exists that can
be taken as several outcomes to create profit.
Comprehension to build marketing strategies
According to the point of Auh, Spyropoulou and Uslu, (2014), marketing strategies
consist important role that enhances brand visibility and recognition. In this way,
awareness will be developed continuously that assists to expose brand in different
areas of the world. In the visual tools content marketing also increasing that assist to
share information and build effective results at workplace. Beside this, Charter and
Polonsky, (2017) generated their view that text and data could be obtain through
combined and creating more comprehension towards the information. There are several
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small amounts of fund implemented that assists to understand visual information. This is
also visual aspects in which memorable results will be concluded at workplace.
Atwal and Williams, (2017) says grocery stores also provide wide variety of the food
products and services. Therefore, in most of the areas similar businesses also offers
model and products that could be differentiated for target market. In this way, guidance
is provided to start-up the venture and increasing local level of the business. Beside
this, McDonagh and Prothero, (2014) provides comprehensive overview of the
conditions that develops in the local marketplace which includes several elements such
as demographic, psycho graphic, etc. In the demographic and geographic
characteristic, the retail enterprise can easily compare their performances with other
enterprises.
Similarly, Yadav and Pavlou, (2014) explored their view to enhance digital marketing
campaign that takes important place in the business environment. With this aspect,
traditional marketing assists to develop advertisement to put their views and ascertain
more profits at workplace. Push part allows to keep proper contact and touch with
people so that objectives and goals can be accomplished in a systematic manner. On
the other hand, Wilden and Gudergan, (2015), says that content marketing podcasting,
mobile marketing and various such tools exists that create effective results in the
business. SEO is the best tool that make techniques for further outcomes that are
required in the selected business to cope up with goals and objectives.
Marketing strategies assists to create effective results
In similar context, Shi, Sridhar and Lilien, (2017) explored their view and said that in
order to develop effective results and outcomes, there are several strategies that exists
at workplace of retail business. In this way, they determined that customer interaction is
the best strategy that assists to accomplish goals and objectives at workplace. In this
way, campaign is created to solve their problems. Online tool is an effective and main
element that assists to create interaction with different customers. There are different
kinds of resources that exists to make functions and operations in systematic manner.
However, Kim, Holland and Han, (2013) stated that new experiment will be required
with different channels. Therefore, goals and objectives will be ascertaining at
workplace through catering several operations in the business environment. In this way,
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profitable outcomes will be developing at workplace with making coordination in
business environment.
On the other hand, Proctor, (2014) states that employees are main resources that
assists to create several opportunities at workplace. In this aspect, brand advocates will
be developed at workplace that assists to tapped and motivate people through share
videos and images regarding business products and services. Along with this,
Manthiou, Lee and Chiang, (2014) explored their views to enhance satisfaction level of
existing customers so that targets and goals can be accomplished in proper manner. It
is the best way to ascertain more profits and revenues at workplace. Hence, big data
requires target customers and helps to predict purchasing trends at workplace.
Types of marketing strategies exist in Lidl
According to the point of Hur, Kim and Jang, (2016) marketing strategies also assists to
communicate overall value of products and services in the business environment. In this
regard, equity and good value can be built at workplace to target different kinds of
customers. Lidl uses cause marketing that assists to attract customers and create care
for the business. This needs internal knowledge towards the enterprise that assists to
whole world. On the other hand, Testa, Iraldo and Ferrari, (2015) states customers
follow several objectives and goals through promotional activities in the business unit.
Another method consists close range of the marketing. Therefore, it assists to make
creative results at workplace to target people through sales promotional message. This
strategy is also known as the proximity marketing.
As per the point of Ngai, Tao and Moon, (2015), viral marketing is the another tool that
assists to create new business ideas that helps various products to reach global
customers. Every time, new products are launched in the market for increasing
customers. Getting customers and sharing with different people assists to grow
awareness and create more profits at workplace. However, Jani and Han, (2014) states
that diversity marketing develops customised marketing plan to analyse segmentation
that is based on the cultural differences such as taste, expectation, belief, etc. It is the
best way in which profitability can be increased and can assist to become great source
of future success.
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As per the view of Ahearne, Lam and Kraus, (2014), interactive marketing process plays
an important role in order to accomplish desired results in retail sector business. In this
way, targets and outcomes could be ascertained in systematic manner. With this
aspect, strategy encourages take active participation among consumer and with
marketing campaign. Therefore, it is the best way to grow operations and functions for
interactive process at workplace. On the other hand, Yu, Ramanathan and Nath, (2014)
states that interactive marketing strategy assists to give customers power to receive up
to date and minute to minute values at workplace. With the help of feedback from
customers, the organisation can improve their performances in systematic manner at
workplace. It is the best strategy to accomplish operations and results at workplace.
RESEARCH METHODOLOGY
Research methodology plays very important role to ascertain effective functions and
operations in new areas. With this regard, research proposal comprises of tools and
techniques that are useful for the study. On the qualitative aspects, data will be
accessed through different methods of collection (Manthiou, Lee and Chiang, 2014).
The research topic consists of different tools and techniques which are as follows:
 Type of investigation: In the present research, descriptive research design has
been selected that acknowledges deeper knowledge about the customer
satisfaction. This type of research is based on observation and describes actions
that influence other aspects of the business (Ngai, Tao and Moon, 2015). With
the help of descriptive research, investigation process helps determining good
delivery and make positive customer satisfaction. In this aspect, more importance
ascertains at workplace that assists to meet with effective results at workplace. In
this investigation, marketing strategies at Lidl will be ascertained in systematic
way to develop outcomes at workplace. In this element, researcher need to use
questionnaire method that assists to accomplish effective functions. In addition to
this, they can also take roles and responsibilities to enhance effective functioning
at workplace.
 Data collection method: In the entire research, qualitative data has been used
which assists to develop qualitative outcomes at workplace. There are two kinds
of data collected- primary and secondary (Yu, Ramanathan and Nath, 2014). In
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this research both types of data will be used for identifying effective results at
workplace. In addition to this, questionnaire design for employees of the Lidl that
shall provide effective information towards the organisation. Furthermore,
secondary information will also be used from different resources that assists to
accomplish goals through several aspects such as Journals, online websites,
articles, etc. Primary and secondary both kind of data assist to gather relevant
information at workplace towards the research topic. In this aspect,
understanding towards secondary sources has been made that assists to meet
with desired results at workplace.
 Sampling method: Sampling methods assists to determine gathering of relevant
information from the selected sample. With this regard, simple random sampling
method has been used in which probability sampling is considered for yielding
effective results at workplace. In this research, employees of the organisation
would participate to identify relevancy of the research at random basis. In order
to find better and effective understanding, sample size will be taken as 20
employees of Lidl. With the help of limited size, research will be carried out
smoothly and the research will reach to the desired destination where relevant
information and outcomes in the chosen organisation would help in
accomplishing effective results at workplace. As per the topic basis, proper
functioning and outcomes will be developed at workplace regarding marketing
strategies (Leonidou, Katsikeas and Morgan, 2013).With the help of simple
random sampling assists to determine effective results at workplace. In this way,
researcher can gain effective information towards the goals and objectives.
 Issue: Accessibility of the data also ascertain issues at workplace that are
related with valid and reliable resources. With considering these issues, primary
data directly associated with effective results at workplace. Beside this,
secondary data has been used from online source and news articles. In addition
to this, at workplace of the research, secrecy issue also take place which
determines large impact on the outcomes in Lidl. Therefore, the business need to
ensure that their profits and goals will be ensured through considering different
elements in research (Yu, Ramanathan and Nath, 2014).However, issue also
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create negative impact on the business functions and operations. In this way,
large base of customers will be develops at workplace that assists to meet with
effective functioning in the business unit.
 Ethical consideration: In order to considered ethical consideration, researcher
has ethical protection which complied within the effective research program.
Participants know about the nature and purpose of the present study. Detail
information also assists to develop effective functioning and results in the
business unit. With ethical issue also consider critical aspect in the research
study that assists to meet with objectives and goals. In order to improves better
protection, researcher will easily get more effective results at workplace
(Ahearne, Lam and Kraus, 2014). With the help of appropriate selection of
primary and secondary data, proper effective results will be develops at
workplace. With the help of random sampling, participants will be selected as per
the basis of proper information that are gathered from the primary resources. For
maintaining ethics, researcher need to provide appropriate information to the
participants for conduct the study. Advanced morale and participation of people
assists to accomplish goals in ethical manner. Along with this, proper references
of ethics need to be provide too male and female who take participation in the
study. It also improves effectiveness of the data collection to meet with goals and
objectives. Hence, participants will feel safe to promote ethical aspects in the
desired manner. Ethical values also promoted through offering and assists to
conduct process with increasing knowledge towards the business (Ngai, Tao and
Moon, 2015). Further, ethical issue need to be maintained to develop proper
understanding and outcomes in the business environment. Therefore, the
organisation able to deliver effective and right information to each person.
Advanced the morale and effective participation assists to accomplish goals in
systematic views. Information of the aims and objectives require right so that
proper results will be made at workplace (Yu, Ramanathan and Nath, 2014).
Participants also forced by the experts that assists to maintain ethical values at
workplace for effective functioning. Ethical consideration is the important
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perspective that assists to develop understanding and outcomes in the business
for cater relevant information at workplace.
 Data analysis plan: In the present research proposal, data has been collected
through different methods in term of primary and secondary. It is the best way to
considered qualitative analysis that are used in the research. In this way,
thematic techniques will be used that assists to develop effective understanding
towards the Lidl. In this way, chart, diagram, graphs, tables. Etc. elements used
that assists to accomplish effective results in the business unit. Data analysis
plan also considered effective role that make significant results in the business
unit. It is the best way to capture large areas of customer base that make
creative results as well (Ahearne, Lam and Kraus, 2014).Data analysis plans also
considered with different tools and techniques that assists to meet with effective
functioning at workplace. Therefore, it includes different activities that develop
effective results at workplace.
 Research limitations: In respect to considered research, there are several
limitations will be take place that create impact on the outcomes. In addition to
this, it is also encountered in the research program in systematic aspect. Further,
due to lack of availability of literature and current topic data will be gather in
effective aspect that assists to develop effective learning towards the research.
However, another participation also taking interest to find out relevant information
towards the business goals and objectives. Accessing data from the primary and
secondary information require more time and cost at workplace (Ngai, Tao and
Moon, 2015).
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