Marketing Principles and Practice Assignment: Lidl Analysis Report

This report provides a comprehensive analysis of Lidl's marketing practices, examining its role in the business, external factors, and the marketing process. It delves into Lidl's positioning, segmentation strategies, and the marketing mix, including product, price, place, and promotion. The report further explores the impact of current technology on Lidl's marketing activities. Section 2 focuses on market research methods, strategic objectives for a marketing plan, target market identification, and macro and micro environmental factors. It culminates in a proposed marketing mix for Lidl's ready meals, detailing product, price, place, and promotion strategies, along with relevant factors for marketing plan implementation. The report highlights Lidl's approach to market segmentation, targeting price-sensitive consumers, and its expansion strategies in Europe and the United States. Additionally, it discusses the external factors influencing Lidl's marketing, such as political, economic, social, technological, legal, and environmental factors, using the PESTLE analysis.