Lidl (https://www.lidl.com/) is a German global discount supermarket chain operating across some 30 countries globally. The company is looking to further expand internationally.
Using Lidl as a case company, produce a report that addresses the 5 following tasks:
Evaluate the following 2 countries to identify which represents the most potentially attractive target market for Lidl’s future international expansion strategy:
In order to evaluate which of these 2 countries represents the most potentially attractive target market, you are required to undertake a comparative PESTEL analysis of those macro-environmental factors of the 2 countries that are relevant to Lidl.
Worth 20% of the overall markNot included in the word count
• This background analysis must be included as an appendix, presented in table format and must be no more than 5 pages in length.
• Data should be recent, primarily quantitative and obtained from appropriate sources (e.g. the most recently published World Economic Forum’s Global Competitiveness report).
• A scoring system should be used for each macro-environmental factor / sub-factor for each country to show whether each factor / sub-factor is more or less attractive for your company. These scores should then be totalled for each country in order to arrive at an overall scoring of attractiveness for each country.
• Further guidance on undertaking the comparative analysis of the 2 countries is available in the Assignment Briefing slides on Blackboard.
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