Lidl in the UK Market Essay Example | Topics and Well Written Essays - 3250 words

Lidl in the UK Market - Essay Example It has presently 500 stores in the UK with a turnover of 44 billion Euros.   Due to the recession of 2007-2010 Lidl has gained a lot of foothold in 2010.Due to the credit crunch available in the market because of recession, people look to reduce their budgets in the food and household items. This is where Lidl comes in. It provides quality products to the customer at very low prices and has been able to give a challenge to established retailer stores in the UK such as Tesco. Lidl has gained its reputation as a no-frills supermarket ( others in this category are Aldi & Netto) that sell food, drink, and non-food products at extremely low prices but no extras are offered to the customers at a Lidl store. They do not provide even free carrier bags. No help is provided to pack your shopping and its stores are marked by the absence of any service counters. The success of Lidl has been primarily based because of the reason that it provided value for money to the people in the times of recession. This document analyzes the Lidl stores from the point of view of se rvices marketing   Along with the four traditional Ps that are associated with regular marketing – Product, Place, Price, Promotion; three other Ps are essential features for a services product which consists of People, Physical evidence, and process. (Donnelly, 1981)   Many researchers are of the view that the basics of marketing like the need to have a well-defined marketing strategy, targeting the markets best suited and the proper positioning for this target segment is essential in the marketing of both – goods and services.