MANAGEMT7044-Strategic Management

Organization Selected : Lidl
Brief :


You are newly appointed strategic consultant at Grocer Lidl. The Board of Directors have decided to expand their business to 'Asian Market' and asked you to provide best strategic direction to firm to grow internationally and to achieve competitive advantage and their objectives. You need to analyse the external and internal factors to determine new opportunities.


Lidl ,2017  was born in Germany. In 1930's was a small grocery wholesaler and today largest grocery retailers in Europe. The first store was opened in 1973 and 1980's Lidl was a household name in Germany. During 1990's it started branching outside and now found across Europe. In 1994, it opened its first retail shop in UK and now 600 stores providing high quality at low prices.

For better understanding conduct research to given organisation including challenges and strategic management approach to expand to the Asian markets.

  • Use  knowledge of relevant strategic management frameworks to
  • Analyse external factors
  • Analyse internal factors
  • Determine key issues and alternatives and make conclusions based on analyses.

Make appropriate recommendation for organisation given in case study.

Assessment Tasks

Yours strategic management report will determine the internal and external op[opportunities and threats organisation is facing and define relevant framework that inform development of strategic options and suggest for organisation future  strategic  directions and its expansion methods to Asian markets.

Report should include the following questions:

1. Determine the current strategic positioning of organisation by conducting the following:

Perform a strategic audit, using appropriate models and frameworks of existing strategy to acquire new global opportunities and have competitive advantage.

To prepare report evaluate Micro( using Porter's 5 model) and macro environment(using PEST or PESTEL framework)to analyse opportunities and threats.

2. Convey strategic suggestions to organisation in case study to strengthen its current market position. To answer it following to be carried on:

This include analysis of organisation competitive strategies in informed way. Determine best alternative and make suggestions based on thorough analysis and consideration of their future competitive strategies by applying Porter's generic model or Bowman and Faulkner's Strategy Clock.

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