LIDL France: Reinventing itself while maintaining its core identity

Michel Biéro, the executive director of purchasing, marketing and communication for Lidl France, is being interviewed by Olivier Dauvers, a French journalist and editor who specialises in mass retail. He discusses starting out at Lidl, "abandoning" hard discount in 2012, the retailer's relations with farmers, the price of milk, his remarks to the President of the Republic, competing retailers' strategies, how legislation impacts negotiations with major brands, the loyalty card, Lidl's consideration of click and collect and home delivery services.

The main purpose of this case study is to educate students and managers on:
- The realities and evolution of retailing
- Retail marketing
- Responsible purchasing policies
- Relations and negotiations between agriculture, industry and commerce
- Strategic analysis
- How to synthesize data, make recommendations, take measurements and make decisions

Distribution - Retail - Negotiation - Purchasing - Positioning - Agriculture - Canvas Business Model - Illustrative case - Examen case

- Bachelor, BTS, IUT
- M1, M2, Mastères spécialisés
- Ecole d'ingénieurs
- MBA, Executive MS
- Cadre, dirigeant

Commerce

PPT debriefing 9 slides

Année de la problématique : 2022

Livraison : Livraison par lien de téléchargement

Nombre de pages : 10 avec 3 page(s) annexe(s)

Temps d'utilisation : 3h00 (2h30 ou 4 h)

Code du secteur d'activité : 15 - Industries alimentaires