Thesis - The international marketing strategy of grocery retailers – the strategy of adaptation and standardization - ID:06063 - Volum 107 pagini


Categoria : Marketing si Logistica 
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1. Introduction ........4
1.1. Research Background............................................4
1.2. Problem formulation & research question ........5

2. Theoretical Framework ......................................................................................................7
2.1. International marketing strategy....................................................................................7
2.2. Marketing mix ................................................................................................................. 9
2.3. Impact of physical distance on the marketing mix........................................................ 12
2.4. Impact of psychic distance on the marketing mix ......................................................... 12

3. Research Design ...............................................................................................................16
3.1. Research Strategy .......................................................................................................... 16
3.2. Data Collection.............................................................................................................. 17
3.3. Research Questions ....................................................................................................... 19
3.4. Data Analysis Methods ................................................................................................. 20
3.5. Data Quality .................................................................................................................. 21
3.6. Research Ethics ............................................................................................................. 21
3.7. Methodological limitations ........................................................................................... 22

4. Empirical Findings ........................................................................................................24
4.1. Presentation of case study: Lidl .................................................................................... 24
4.2. Research Findings ......................................................................................................... 25
4.2.1. Retailing markets.................................................................................................... 25
4.2.2. Consumer portrait................................................................................................... 32
4.2.3. Lidl’s Marketing Mix ............................................................................................. 36

5. Analysis ............................................................................................................................59
5.1. Product ..........................................................................................................................61
5.2. Place .............................................................................................................................. 65
5.3. Price............................................................................................................................... 65
5.4. Promotion ...................................................................................................................... 68

6. Conclusion......................................................................................................................71
6.1. Discussion ...................................................................................................................73
6.2. Limitations & Future Research .................................................................................75

References ............................................................76
Appendix ..............................................................87