LIDL's implementation of discount supermarkets in Sweden

Scholarly Paper (Advanced Seminar) aus dem Jahr 2004 im Fachbereich Wirtschaft - Marketing, Unternehmenskommunikation, CRM, Marktforschung, einseitig bedruckt, Note: 1,9 (B+), Anglia Ruskin University (Ashcroft International Business School), Sprache: Englisch, Abstract: This work provides an exemplified analysis of a company's internationalisation. The chosen example is a possible implementation of LIDL discount supermarkets in Sweden. The analysis encompasses an investigation of the external environment (PEST), a risk assessment and a consideration of market entry strategies. Furthermore it adds an identification of implications for the marketing mix and implications for organisational resources and management.