This report delves into the principles of marketing through environmental and SWOT analyses. It begins with an introduction to marketing, emphasizing the importance of understanding customer needs. The macro-environment is examined using PESTLE (Political, Economic, Social, Technological, Environmental, and Legal) factors, while the micro-environment considers elements like suppliers, the company itself, customers, competitors, and the public. A SWOT analysis identifies strengths, weaknesses, opportunities, and threats, providing a strategic overview. The conclusion recommends strategies for Lidl to address weaknesses and threats, such as price adjustments and supply chain improvements, along with focusing on product quality and diversification to enhance competitiveness. The report concludes with a list of references.