Lidl
Strength of Lidl
They’re one of the leading food retailers in Europe
6th Largest supermarket chain (7.6% market share)
One of the fastest growing supermarket chains.
Strong brand image
Low prices
Weakness of Lidl
Customer service
One of the supermarket chains caught in the horse meat scandal in the UK (bad reputation)
Bad stock availability
Opportunities of Lidl
Fastest growing supermarket chin
Introducing new products (expand product line, higher quality products)
Big opportunity for expansion in the USA
Threats in Lidl
Competitors sch as Tesco (highest market share)and Aldi which is similar to Lidl but Aldi has a larger market share.
Increase in minimum wages more disposable income = less sale
Image of low quality