Section B - SWOT analysis

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Lidl

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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

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Weakness of Lidl

  • Customer service

  • One of the supermarket chains caught in the horse meat scandal in the UK (bad reputation)

  • Bad stock availability

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Opportunities of Lidl

  • Fastest growing supermarket chin

  • Introducing new products (expand product line, higher quality products)

  • Big opportunity for expansion in the USA

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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