Analysis of the company Lidl from the perspective of marketing strategy and day-to-day operations

The focus of this bachelor's theses lies on an analysis of the company Lidl from the perspective of marketing and day to day operations. The purpose of this study is to investigate the effects of activities and corporate politics on the overall performance of the said company. Among the methods used are for instance analysis, analogy and observation. Lidl is a German discount retailer which specializes in selling both food and non-food merchandise. This thesis is divided into 3 main chapters to distinguish among theoretical basis, company Lidl and its approach toward the given aspects and practical part. The first chapter investigates first, into marketing policies and second, into management, both of which are necessary for the comprehension of the specifics of retail business. Second chapter follows the outline of the first and provides an insight how the company Lidl handles some of the problems that it faces and identifies which approaches are most suitable for Lidl. A conducted interview with Martina Pečená (more 10 years of experience as a Store Manager in Dobříš) counts among the most critical and influential part in development of this chapter. Final chapter aims at analysis of a survey; its primary objective being investigation of market opinions of the Lidl customers. Furthermore, it provides a PEST analysis in the context of panned expansion in the USA and finalizes with SWOT analysis, where the gathered information is processed and evaluated. Final remarks specify the strengths that made the company Lidl what it is today with the market position in TOP 10 discounters.