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Case
-
Reference no. 9B19A007
Subject category: Marketing
Published by:
Ivey Publishing (2019)
Version:
2019-03-06
Revision date:
18-Apr-2019
Length:
10 pages
Data source:
Published sources

Abstract

In 2017, the German grocery chain Lidl Stiftung & Co KG (Lidl) opened its first 20 US stores in the southern states of Virginia, North Carolina, and South Carolina. Key target segments of Lidl were budget-conscious customers, middle-class families with children, and elderly customers on a fixed income. Lidl offered lower prices than its competitors and quickly gained a strong advantage in the marketplace. Despite high early consumer demand, however, Lidl struggled to hit the correct target market for each of its different locations in terms of tastes and demographics. With plans for 100 US-based locations by the summer of 2018, Lidl had set its sights high. What could Lidl do to meet its US market goals and expand into the future?

Topics

International marketing; Marketing strategy; Marketing; International
Locations:
Size:
Large
Other setting(s):
2018

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