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.

【書誌情報】

ページ数：10ページ

サイズ：A4

商品番号：HBSP-W19063

発行日：2019/3/6

登録日：2019/10/30