學門類別
最新個案
- Leadership Imperatives in an AI World
- Vodafone Idea Merger - Unpacking IS Integration Strategies
- V21 Landmarks Pvt. Ltd: Scaling Newer Heights in Real Estate Entrepreneurship
- Snapchat’s Dilemma: Growth or Financial Sustainability
- Did I Just Cross the Line and Harass a Colleague?
- Predicting the Future Impacts of AI: McLuhan’s Tetrad Framework
- Porsche Drive (A) and (B): Student Spreadsheet
- Porsche Drive (B): Vehicle Subscription Strategy
- TNT Assignment: Financial Ratio Code Cracker
- Winsol: An Opportunity For Solar Expansion
LIDL: A German Grocer in the United States
內容大綱
In 2017, the German grocery chain Lidl Stiftung & Co. KG (Lidl) opened its first 20 U.S. 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 U.S.-based locations by the summer of 2018, Lidl had set its sights high. What could Lidl do to meet its U.S. market goals and expand into the future?
學習目標
The case can be taught in undergraduate or graduate courses on marketing principles, international marketing, or marketing strategy. After completion of this case, students will be able to<ul><li>understand the dimensions used to differentiate cultures across the globe;</li><li>understand Porter’s Five Forces framework for identifying competition;</li><li>understand the five-Cs framework;</li><li>identify the similarities and differences of the above two frameworks and consequently appreciate the importance of both strategic frameworks in analyzing the market environment of a firm; and</li><li>comprehend how firms differentiate themselves from the competition.</li></ul>