- You must structure your report in the same order as the
assignment tasks set out below.
While the word count for the report is 3000 words (+ / -
10%), the suggested word limits below are based on your
using the extra 10% word limit and are merely indicative.
Remember to number the pages, starting with the first
page.
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Lidl (https://www.lidl.com/) is a German global discount
supermarket chain operating across some 30 countries
globally. The company is looking to further expand
internationally.
Using Lidl as a case company, produce a report that
addresses the 5 following tasks:
TASK 1.
Evaluate the following 2 countries to identify which
represents the most potentially attractive target market for
Lidl’s future international expansion strategy:
Mexico
Norway
In order to evaluate which of these 2 countries represents
the most potentially attractive target market, you are
required to undertake a comparative PESTEL analysis of
those macro-environmental factors of the 2 countries that
are relevant to Lidl.
- Worth 20% of the overall mark
- Not included in the word count
This background analysis must be included as an
appendix, presented in table format and must be no
more than 5 pages in length.
Data should be recent, primarily quantitative and
obtained from appropriate sources (e.g. the most
recently published World Economic Forum’s Global
Competitiveness report).
A scoring system should be used for each macro-
environmental factor / sub-factor for each country to
show whether each factor / sub-factor is more or
less attractive for your company. These scores
should then be totalled for each country in order to
arrive at an overall scoring of attractiveness for
each country.
Further guidance on undertaking the comparative
analysis of the 2 countries is available in the
Assignment Briefing slides on Blackboard.
TASK 2.
Discuss the rationale for the selection of your chosen
market. Your rationale should be justified with a more
detailed discussion of your PESTEL analysis of the macro-
environmental factors of your chosen market that you
have presented in the appendix for Task 1. This
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discussion should explicitly consider the implications of the
macro-environmental factors of your chosen market for
Lidl.
- Worth 20% of the overall mark; 825 words.
This task must be presented in the first section of
the main body of your report.
TASK 3.
Apply the 5-Forces model to critically analyse the
competitive intensity of the industrial environment of Lidl in
your chosen market. A SWOT analysis is not
acceptable.
- Worth 20% of the overall mark; 825 words.
This task must be presented in the second section
of the main body of your report.
TASK 4.
Analyse the firm’s internal environment in order to
EITHER:
i) critically evaluate the resources and capabilities of Lidl
and the competitive implications of these for the company
when entering into your chosen market (this will require an
application of the VRIO framework)
OR:
ii) identify Lidl’s internal value-adding activities and
critically evaluate which of these will be most relevant in
supporting the company to enter into your chosen market
(this will require an application of the Value Chain model).
A SWOT analysis for either option is not acceptable.
- Worth 20% of the overall mark; 825 words.
This task must be presented in the third section of
the main body of your report.
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TASK 5.
Critically evaluate the various modes of entry available to
Lidl and recommend – with justification based on the
findings of your analyses in Tasks 2, 3 & 4 above – the
most suitable mode of entry that will enable this strategic
international expansion to be a success for the company.
- Worth 20% of the overall mark; 825 words.
This task must be presented in the fourth and final
section of the main body of your report.
