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Lidl SWOT Analysis
95
Transcript
Lidl Oadby Leicester
SWOT Analysis
30/01/2021
By Sandip Prajapati
Strengths
STRENGTHS
- Location
- Lidl Plus
- Untapped Market
- Layout
- Low Prices
- Branding
Location, Location, Location!
Location
- Located on the A6 (Busy Road)
- High Traffic Area
- Central To Oadby
Lidl Plus
Lidl Plus
- Creating Customer Loyalty
- Offering Great Weekly Discounts
- Investment in technology e.g. Mobile App Lines with Lidl Mission for Innovation
Investing in Employees
Untapped Market
- Investing into training and development.
- Higher Living Wage.
Layout
Layout
- Pick of the Week/Bakery
- Very Spacious
- Dual Entrance
- Open Atmosphere
EFFICIENT OPERATIONS
STRATEGY
Low Prices
- Efficiency measures in store design.
- Cross-training staff to increase productivity.
- Investment in technology e.g. self-service checkout systems.
EFFICIENT OPERATIONS
STRATEGY
Branding
- Efficiency measures in store design.
- Cross-training staff to increase productivity.
- Investment in technology e.g. self-service checkout systems.
Weaknesses
- Competition
- Limited product range and brands.
- Efficient nature of customer service.
- New Store
WEAKNESSES
Limited Product Range and Brands
PRODUCT RANGE
- Competitors have a large range of departments and services in store.
- Appeals to 'One-Stop-Shop' customers.
- Time constraints and accessibility deter customers from shopping around.
Competition
Competition
- Close to Asda
- Close to Sainbury
- Could Impact with traffic
- Could Impact with customer loyalty
EFFICIENT CUSTOMER SERVICE
CUSTOMER SERVICE
- Limited number of staff available on the shop-floor for customer queries.
- Uncomfortable shopping experience for customers that may need more help than others.
- Long queues due to a small number of checkouts.
New Store
New Store
- Time to Establish a customer base
- Time to build loyal customer base
- Not being able to hit KPI in terms of turnover
Opportunities
OPPORTUNITIES
- Increasing disposable income, increasing consumer spending.
- Expansion of Lidl's online platform.
INCREASED CONSUMER SPENDING
CONSUMER SPENDING
- Steady growth in the UK average household disposable income.
- Unemployment rates as low as 4%.
- More indulgent and impulsive spending.
LIDL'S ONLINE PLATFORM
ONLINE PLATFORM
- Rising dominance of online grocery shopping in the UK.
- Grocery delivery and/or collection service.
- Possibility of ordering 'middle of Lidl' stock online.
- Competitive advantage over current and emerging discount retailers.
THREATS
- Increasing competition amongst discount retailers in the UK.
- The uncertain political climate of the UK post referendum.
INCREASING COMPETITION FOR DISCOUNT RETAILERS
INCREASING COMPETITION
- 15 'Jacks' stores opening in the UK, owned by Tesco.
- The possible merger between Sainsbury's and Asda.
- Amazon Fresh entering the online grocery delivery service market in the UK.
UNCERTAIN POLITICAL CLIMATE OF THE UK
BREXIT CONSEQUENCES
- Longer transportation process across the border would not be ideal for 'just-in-time' delivery mechanism.
- Compromising quality of perishable goods.
- Lesser choice and availability of goods all year round.
- Higher costs of importing from Europe could cause inevitable price increases.
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