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商品編號： W19063 出版日期： 2019/03/06 作者姓名： Nafees, Lubna;Das, Neel;Mehdi, Mokhalles 商品類別： Marketing 商品規格： 10p 再版日期： 地域： Germany;United States 產業： 個案年度： 2018 -
商品敘述：
In 2017, the German grocery chain Lidl Stiftung & Co. KG (Lidl) opened its first 20 U.S. stores in the southern states of Virginia, North Carolina, and South Carolina. Key target segments of Lidl were budget-conscious customers, middle-class families with children, and elderly customers on a fixed income. Lidl offered lower prices than its competitors and quickly gained a strong advantage in the marketplace. Despite high early consumer demand, however, Lidl struggled to hit the correct target market for each of its different locations in terms of tastes and demographics. With plans for 100 U.S.-based locations by the summer of 2018, Lidl had set its sights high. What could Lidl do to meet its U.S. market goals and expand into the future? Lubna Nafees is affiliated with Appalachian State University. Neel Das is affiliated with Appalachian State University. Mokhalles Mehdi is affiliated with Kaziranga University.
涵蓋領域：
Global marketing;Marketing strategy
相關資料：
Case Teaching Note, (W19064), 7p, by Lubna Nafees, Neel Das, Mokhalles Mehdi
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