Lidl: The Hard Discounter
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Case Details: |
Price: |
| Case Code |
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BSTR290 |
For delivery in electronic format: Rs.
300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extraThemes
Business Strategy
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| Case Length |
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15 Pages |
| Period |
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2006-2008 |
| Pub Date |
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2008 |
| Teaching Note |
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Not Available |
| Organization |
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Lidl |
| Industry |
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Retail |
| Countries
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Europe |
Abstract:
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Lidl Stiftung & Co. KG (Lidl) is a Germany-based hard
discount retailer. It was started in 1973 on the lines of Aldi, the first and
the largest discounter in Germany. Over the years, Lidl differentiated its
strategies and developed a separate and distinct identity for itself not only in
Germany but across Europe. It offered stiff competition to other discount
retailers like Penny as well as to full-service, large format stores like Tesco.
The case describes some of the ways in which Lidl managed to keep its costs low.
Some of the challenges it faced, including allegations of poor treatment of
employees, and the growing competition from full-service retailers who were
adopting some of the practices of the successful discounters are also discussed.
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Issues:
» Understand some of the practices of a discount retail chain.
» Analyze the strengths and weaknesses of the company.
Contents:
Keywords:
Lidl, Hard discounter, Retailing, Private labels, Promotion,
Store management, German retailing
Lidl: The Hard Discounter
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