Section B - SWOT analysis

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