BU7411 International Marketing Assignment Sample
1. Introduction
This assessment is going to focus on the concept of international marketing to support the plan of Lidl Stiftung & Co. KG to expand in the markets of Azerbaijan. Lidl being a German based food brand already operates at global level and has strong hold in the European market (Lidl, 2022).http://BU7411 International marketing Assignment Sample
Presently, the company has been operating in around 32 countries of Asia, Europe, and American continent with 11,550 branches and supports 21 languages (Lidl, 2022).http://BU7411 International marketing Assignment Sample Similarly, while operating in Azerbaijan the company aims to offer highest quality products at the lowest price to the customers of the country.
Figure 1: Basic information of Lidl
(Source: Lidl, 2022)
The portfolio will include customer level cross-cultural research and analysis which will highlight segmentation, targeting, positioning as well as cross-cultural differences along with their challenges and opportunities.
Hence, it will also include the impact of cross-cultural issues on international marketing mix strategy.
2. International Market research and country analysis / Market Entry Strategy
| Factors | Analysis | Impact |
| Political | ● Azerbaijan is a democratic, constitutional, secular, and unitary republic (GOV, 2022)
● Lack of freedom of speech (Freedom House, 2022)
● Political system has an influence on culture and population (GOV, 2022) ● Diplomatic relationship with the UK |
Negative |
| Economic | ● Azerbaijan’s GDP was 42.61 billion U.S. dollars in 2020 (O’Neill, 2021)
● Inflation rate of Azerbaijan was amounted to approximately 2.82 % in 2020 compared to the previous year (O’Neill, 2021) ● A huge part of the population earns a monthly wage of $366 (GOV, 2021) |
Positive |
| Social | ● Businesses require patience and long-term perspectives
● Customers are brand conscious ● Customers are sensitive regarding price (Lin & Safar, 2018) |
Positive |
| Technological | ● 8.32 million internet users in January 2022 (Data reportal, 2022)
● Digital media market revenue is approximately US$105.00m in 2022 (Statista, 2021) |
Positive |
| Legal | ● The retail business is becoming more regulated
● Right to employment ● Labour Code and labour welfare (GOV, 2020) |
Positive |
| Environmental | ● Banned the use of plastic
● Carbon emission rate of the country has fallen by 1.265 megatons during 2020 (Country Economy, 2020) |
Positive |
Table 1: PESTEL analysis of Azerbaijan
Political
In the year 1995, Azerbaijan adopted the new constitution (GOV, 2022). http://BU7411 International marketing Assignment SampleAccording to the new constitution, Azerbaijan is a democratic, constitutional, secular, and unitary republic (GOV, 2022). http://BU7411 International marketing Assignment SampleHence, the political system of the country has a great influence on its cultural aspects and population.
In the country, people are the main source of power (GOV, 2022). http://BU7411 International marketing Assignment SampleOn the other hand, it has been found out that the country has a lack of freedom of speech because of government restrictions (Freedom House, 2022).http://BU7411 International marketing Assignment Sample
It can influece the marketing of Lidl, as there will be no flexibility. Azerbaijan has been sharing 30 years of diplomatic relations with the UK (Mammadli, 2022).http://BU7411 International marketing Assignment Sample This relationship has been influencing the growth of its retail industry by offering a greater scope of sales for the organiasation in the UK marketplace.
Economic
It has been found that a large part of the population of Azerbaijan earns a monthly wage of an estimated $366 (GOV, 2021). http://BU7411 International marketing Assignment SampleHence, customers in the country have sufficient income to purchase luxury brands, as average hourly earnings in Azerbaijan are 17 AZN (Rollthepay, 2022). http://BU7411 International marketing Assignment Sample
The wealthy population of Azerbaijan is mostly located in Baku (GOV, 2021).http://BU7411 International marketing Assignment Sample Azerbaijan’s “Gross Domestic Product” (GDP) was $42.61 billion in the year 2020 (O’Neill, 2021). http://BU7411 International marketing Assignment SampleThe market segment in the country is based on terms of income. The GDP growth rate of Azerbaijan is 2.35% currently in comparison to the previous year (O’Neill 2021).http://BU7411 International marketing Assignment Sample
According to O’Neill (2021), it is predicted to be increased by 1.75% in 2026. It can be stated that because of the GDP growth the company would be able to successfully operate in the market.
Figure 2: GDP growth rate in Azerbaijan
(Source: O’Neill, 2021)
Social
Businesses require patience along with long-term perspectives while operating in the market of Azerbaijan (GOV, 2021).http://BU7411 International marketing Assignment SampleBU7411 International marketing Assignment Sample
It is even necessary to have local partners while operating in the market (Globe Media, 2022). http://BU7411 International marketing Assignment SampleCustomers in Azerbaijan are more brands conscious and price-sensitive, which influences the retail business.
The purchasing power of customers in Azerbaijan influences the sales growth of retail companies in a positive manner (Mursalli, 2019).http://BU7411 International marketing Assignment Sample
Technological
It has been found out that Azerbaijan has 8.32 million internet users as of January 2022 (Data reportal, 2022).http://BU7411 International marketing Assignment Sample Hence, the increasing use of technology would impact the sales growth of the retail industry in a positive manner, as it can influence online sales growth.
This is because the organisation has been providing online services; hence, the increasing use of technology would help it (Lidl, 2022). http://BU7411 International marketing Assignment SampleEven, the revenue of the digital media market of Azerbaijan is projected to reach $105.00 million this year (Statista, 2021).http://BU7411 International marketing Assignment Sample
Legal
Article 35 of the Constitution of Azerbaijan reflects labour welfare (GOV, 2020).http://BU7411 International marketing Assignment Sample Moreover, the constitution ensures the right to employment and work in a safe and healthy environment (GOV, 2020).http://BU7411 International marketing Assignment Sample
The Labour Code of the Republic ensures the freedom of labour and human rights. Hence, the labour law is supportive for retail companies, which are operating in the country (Gomółka, 2021).http://BU7411 International marketing Assignment Sample
Environmental
Azerbaijan has implemented a ban on the production and import of plastic products such as spoons, knives, cups, and others (Business, 2021).http://BU7411 International marketing Assignment Sample This would be impactful for the organisation, as it has been selling a grocery range that includes the use of plastic.
The carbon emission rate of Azerbaijan has fallen by 1.265 megatons during 2020 (Country Economy, 2020). http://BU7411 International marketing Assignment SampleThis has a great impact on the business environment, as the concern among companies regarding sustainability has been increasing day by day (Joseph et al. 2020).http://BU7411 International marketing Assignment Sample
Impact of issues
As per the above analysis, Azerbaijan has provided a great potential to enhance the retail business, as the technological, social, and economical condition of the country is supportive of business growth. However, in this case, the main issue is political, as the political aspects of Azerbaijan are not entirely supportive of businesses (GOV, 2021). http://BU7411 International marketing Assignment Sample
The main issue is that the country does not have any significant consumer laws. Hence, it is a matter of concern for taking market-related decisions. Mainly, international marketers need to think about consumer protection or security while taking the decision to enter the market of Azerbaijan (GOV, 2021). http://BU7411 International marketing Assignment SampleMoreover, the corruption index of Azerbaijan averaged approximately 24.13 Points from 1999 until 2021 (Trading Economics, 2022).http://BU7411 International marketing Assignment Sample
Figure 3: Corruption index of Azerbaijan
(Source: Trading Economics, 2022)
The above image reflects the corruption rate of the country, which may not be supportive in the case of Lidle, as it can disrupt the entire political equation of the country, which might need to strict laws and regulations.
Hence, international organisations need to think about this aspect before taking the decision of market expansion in the country. Specifically, the corruption rate can be harmful to the business not only in retail but in other sectors also (Habibullah, 2021).http://BU7411 International marketing Assignment Sample
Even, Azerbaijan needs to be more updated in terms of technology ( ADB, 2019).http://BU7411 International marketing Assignment Sample
Figure 4: The comparison of the information and communication technology sector
(Source: ADB, 2019)
In comparison with the UK, the technological advancement of Azerbaijan is not up to the mark (ADB, 2019).http://BU7411 International marketing Assignment Sample For evidence, according to Tech Nation, 13.2% of Digital tech employment rose 13.2pc between the years of 2014 to 2017 (Telegraph, 2018).http://BU7411 International marketing Assignment Sample
Technological advancement is one of the most important aspects for operating business in not only retail but every sector (Almeida, Santos, & Monteiro, 2020).http://BU7411 International marketing Assignment Sample Hence, before making a decision to enter the market of Azerbaijan, marketers need to think again about the use of technology, as it can help the organisation to collect customer data and cultural aspects of the country to make its promotions better.
Market Entry Strategy
The concept of market entry strategy is basically a framework or method that is being adopted by major international organisations as a plan to establish the markets into new countries (Hilmersson et al. 2021). http://BU7411 International marketing Assignment SampleThere are three major factors that are related to market entry strategy which are marketing, control and sourcing (Dinu, 2018). http://BU7411 International marketing Assignment Sample
The concept of marketing entry strategy is a vital step for an organisation to establish in new global locations as it provides a precise planning and maintenance process (Bauner & Wang, 2019).http://BU7411 International marketing Assignment Sample The two major market entry strategies that can be adapted by Lidl to enter the Azerbaijan market are licensing and establishing joint ventures.
The licensing strategy would help Lidl to operate in the market of Azerbaijan without any obstruction. It will also provide the organisation to reach new consumers and attract them to their brand (Dezi et al. 2018). http://BU7411 International marketing Assignment SampleWhereas, it may also generate major issues for Lidl in the Azerbaijan market.
As mentioned above in the research, the political factors have major influence towards their culture and population of the people (Melikli, 2019). http://BU7411 International marketing Assignment SampleHence, any dispute in the operation of Lidl may result in decreasing the brand reputation in the market and affect the performance of the business.
Based on the above analysis, Azerbaijan has a negative impact towards business and based on their political factors and corruption rate (Globe Media, 2022). http://BU7411 International marketing Assignment SampleThe second important market entry strategy that can be adopted by Lidl is the concept of joint ventures (Sadegh et al. 2020). http://BU7411 International marketing Assignment SampleIt would provide the opportunity for Lidl to minimise the risk of entering the Azerbaijan market directly, as it would help them in establishing a joint venture with other established retail companies that are initiating to sell their market in Azerbaijan.
This specific market entrance method runs the danger of creating an inequality in firm participation, but both sides might develop equitable methods and assist to avoid this problem (Imanishi and Nakamura, 2019). http://BU7411 International marketing Assignment SampleAs mentioned above, the major factor that might negatively influence Lidl procedures of market entry strategy is the political factor of Azerbaijan.
3. Customer level cross-cultural research and analysis
Segmentation
Lidl has been operating in the retail marketplace for years along with ups and downs the organisation is maintaining its presence in the competitive business environment (Lidl, 2022). http://BU7411 International marketing Assignment SampleAs per the above analysis, it has been understood that the business expansion has so much role in increasing opportunities for the corporation along with having a larger share of consumers in the marketplace (Forrest, Shao & Shao, 2021). http://BU7411 International marketing Assignment Sample
Segmentation of its product is highly required in this scenario. Segmentation means dividing the population into the group as per the products or the characteristics of the merchandise (Yoseph et al. 2020). http://BU7411 International marketing Assignment SampleLidl has several different types of products in their organisation such as fresh fruit and veg, through which they are able to operate and be consistent (Lidl, 2022).http://BU7411 International marketing Assignment Sample
In this respect, understanding the demographics the main focus of the organisation will be family members, bachelors, and mostly everyone who require everyday groceries (Wanidison & Shaddiq, 2021). http://BU7411 International marketing Assignment SampleAlong with this, pet owners will be the part of the segment as Lidl also has a variety of options for pets. Moreover, price sensitive individuals are also one of them who could allow the organisation to sustain in the nation effectively, as Lidl also offers cost-effective merchandise.
Targeting
In terms of targeting, it requires huge data and information for expanding into a marketplace (Dang et al. 2019).http://BU7411 International marketing Assignment Sample As reflected below, the trade balance in the nation is not that impressive but there are always challenges while expanding (O’Neill, 2022).http://BU7411 International marketing Assignment Sample
Figure 5: Azerbaijan trade balance
(Source: O’Neill, 2022)
In this context, the most important part will be to target potential consumers with the help of social media channels. Social media is something, which can never go wrong in order to attract potential customers with little effort, as most customers are relying on social media to make purchasing decisions (Di Domenico et al. 2021). http://BU7411 International marketing Assignment SampleThe organisation would target every individual as it has been offering grocery items that are in daily requirements of people. In this context, a customer persona has been structured with respect to Lidl and its expansion in Azarbaijan in a tabular format.
| Demographics |
● Name: Annie Marks ● Age: 42 ● Status: Married ● Mother of 3 children ● Lives in urban crowded places ● Part time magazine editor ● Super conscious about where she is spending money ● Prefer to use credit or debit cards |
| Identifiers | ● Loves to cook and have passion to feed everyone
● Prefers quality materials and fresh item ● Has her own small business of bakery ● Prefer online delivery rather than going to in-store ● Loves discounts and coupons |
| Challenges | ● Not being able to found fresh item at the local groceries store
● Lack of discounts available at the local groceries store ● Unable to find pet food which are less expensive with high quality |
Table 2: Consumer persona
Positioning
If an organisation is unable to position its product at the marketplace effectively the possibility of getting the desired amount of consumers automatically lessens (Wieser, Luedicke & Hemetsberger, 2021).http://BU7411 International marketing Assignment Sample
Figure 6: Use of social media in Azerbaijan
(Source: StatCounter, 2022)
From the above figure, it can be asserted that Facebook is the most used social media channel, which is being loved by the population of Azerbaijan. Therefore, positioning of the product with the help of Facebook users who also happen to be the target customers of Lidl might help the company in its expansion in the nation.
Moreover, being available at in-stores along with exploiting the availability of online delivery is also one of those options which have great influence (Gauri et al. 2021).http://BU7411 International marketing Assignment Sample
In order to comprehend the entire context of culture in respect to the Germany and Azerbaijan, Hofstede cultural dimensions theory can be referred. This theory helps in reflecting the values of culture and its implication on the organisational values, beliefs and its respective members (Minkov & Kaasa, 2021).http://BU7411 International marketing Assignment Sample
Figure 7: Hofstede cross cultural comparison between UK and Azerbaijan
(Source: Hofstede Insights, 2022)
From the above figure, it can be understood that Azerbaijan has huge bureaucracy (power distance) along with offering greater importance to individual goals. While having high masculinity in the UK, the culture of the nation depicts the inclination of materialistic achievements with short focus and high respect for tradition along with free gratification (Hofstede Insights, 2022). http://BU7411 International marketing Assignment Sample
The evolution of the cross cultural aspect of both the nations, it is clearly visible that both the nations are not quire similar which can be challenging for Lidl. Every nation is different from each other in terms of culture and values, therefore respecting it while coping up with differences will surely help Lidl in its expansion with greater results (Hajro et al. 2019).
Cross cultural differences along with challenges and opportunities
The culture of the UK is very energetic with lots of freedom and democracy along with huge adaptability of the market (Freedom House, 2020).http://BU7411 International marketing Assignment Sample The country has its own principles which exist in the business environment such as courtesy, punctuality, politeness and discipline (Banco Santander, 2020).http://BU7411 International marketing Assignment Sample
On the other hand, Azerbaijan has an influential hierarchy of culture. The nation promotes gender equality and is quite flexible in terms of gender roles. As Lidl is expanding in Azerbaijan, the organisation and its members need to value the culture of the nation to achieve greater adaptability in the international expansion process.
The corporate environment in Azerbaijan is hampered by a vast informal sector and extensive mismanagement (Bayramov, Hasanov & Gasimova, 2021).http://BU7411 International marketing Assignment Sample In 2020, Azerbaijan dropped from 126 to 129 on Transparency International’s Corruption Perceptions Index (Gov, 2022). http://BU7411 International marketing Assignment SampleCorruption index score can disclose fair and transparency maintained in a country.
Figure 8: Corruption Index in Azerbaijan
(Source: Trading economics, 2022)
In this case, positive move towards a declining corruption index score defines the suitability of Azerbaijan to be accounted as a suitable place for busines expansion.
On the other hand, there are several opportunities as well such as in 2017, the GDP reached 41.37 billion dollars, while in 2018; it climbed by 5.57 billion dollars taking the figure to 46.94 billion dollars (AVIS, 2018).http://BU7411 International marketing Assignment Sample
Thus, Azerbaijan is ranked 73rd in the world in terms of GDP. In 2018, businesses accounted for 4% of total GDP. The government, on the other hand, has established a goal of increasing the participation of businesses in GDP to 60-70% by 2025 (AVIS, 2018). All over with few challenges, Azerbaijan is one of the greatest opportunities for Lidl to expand successfully.
4. Impact of cross cultural issues on international marketing mix strategy
International Promotion Strategy
Social media
In order to market the products internationally social media would be the most effective way to reach out to the target customers due to its capability that helpes to reach out to millions of people in short period of time. With the help of social media, the organisation would be able to reach out to customers who have been availing the services of Lidl through other vendors (Arango-Botero et al. 2021).http://BU7411 International marketing Assignment Sample
Adding to that, utilising social media also allows the organisation to minimise a substantial amount of cost in the overall marketing process (Wang et al. 2019).http://BU7411 International marketing Assignment Sample Moreover, another reason for using social media is the fact that it helps in utilising social media influencers who can help in creating awareness among the target consumers thereby allowing the organisation to achieve better visibility and presence in the market (Wang et al. 2019).http://BU7411 International marketing Assignment Sample
With the help of social media marketing, the company can also receive feedback via direct messages, comments, tweets in the most effective manner from customers (Kawaf & Istanbulluoglu, 2019). http://BU7411 International marketing Assignment Sample
Receiving feedback from customers would help the organisation to understand how well its products and services are performing in terms of satisfying the demands of the target customers (Laksamana, 2018).http://BU7411 International marketing Assignment Sample
Traditional
Even though social media marketing is quite effective in several ways, traditional marketing strategies cannot be put aside. With the help of traditional marketing strategies, the organisation would be able to create awareness and reach out to customers who are not frequent users of social media (Zhu & Gao, 2019).http://BU7411 International marketing Assignment Sample
Moreover, an extensive traditional marketing approach where billboards, posters and catalogues are constantly circulated throughout the population can help in influencing the decision-making process of consumers (Alexandrescu & Milandru, 2018).http://BU7411 International marketing Assignment Sample Traditional marketing strategies also allow organisations to effectively increase their visibility in the market and create a presence that influences customers to try out the products and services of the organisation (Teller, Brusset & Kotzab, 2019).http://BU7411 International marketing Assignment Sample
In-store
In-Store marketing is another marketing strategy in which the company needs to invest which can help the organisation to place advertisements regarding the various products offered, especially the discounts on current prices (Blut, Teller & Floh, 2018).http://BU7411 International marketing Assignment Sample In-store marketing also allows the company to endorse the products offered by other brands in the retail industry, which creates new a revenue source. This thereby helps the organisation to marginally reduce the customer acquisition cost (Bèzes, 2019).http://BU7411 International marketing Assignment Sample
International Place Strategy
Setting up a retail store
As a part of the international place strategy, it would be very essential for the organisation to set up its own retail store in the markets of Azerbaijan. The organisation currently uses third party vendors to deliver its products to the target customers. Hence, this has reflected that a significant opportunity present in the country’s market which can be explored with the help of brick and mortar stores (Veer, Pawar & Kolte, 2018).http://BU7411 International marketing Assignment Sample
Adding to that, the organisation would also utilise its existing E-Commerce services like the Lidl online store in the markets of Azerbaijan.
The organisation needs to start its retail operations from the markets of Baku which is the capital of Azerbaijan hence the market with the most potential (Mammadov, 2022). http://BU7411 International marketing Assignment SampleThereafter it can consider expanding into other larger areas present in the country. This would help the organisation to significantly compete against the other local companies in the market and would also allow them to emerge as an international retail brand (Lin, Chen & Liang, 2018).
Providing delivery services to locals
In order to increase the company’s loyal consumer base and positive response from customers, delivery services at doorsteps can be provided by the organisation to the locals (Hwang & Kim, 2020). This strategy would help the organisation to increase the convenience of the consumers while also ensuring the development of a loyal consumer base. This home delivery service would complement the company’s existing E-Commerce services like the Lidl online store thereby helping the organisation to achieve omnichannel marketing in the markets of Azerbaijan (Piotrowicz & Cuthbertson, 2019). Adding to that, offering this service to the locals would help the organisation to increase a higher level of engagement with customers (Gee et al. 2019).
International Product Strategy
Availability of local products
As a part of a product strategy, it would be essential for the company to stock a higher amount of local products in the stores as it would support the adaptability to local preferences. Selling local products in greater quantities compared to imported items in the markets of Azerbaijan would allow the organisation to develop a local supply chain which would be much more sustainable and cost-effective (Kusuma, 2022). http://BU7411 International marketing Assignment SampleAdding to that, selling local products in the markets of Azerbaijan would also help the organisation to adapt to the local culture thereby, levelling the localisation strategy. The organisation can form a direct relationship with local suppliers which would further help them in strengthening their supply chain (Kalogiannidis & Mavratzas, 2020).http://BU7411 International marketing Assignment Sample
International products
The organisation also needs to maintain stock of international products that are specifically procured from the UK and other European countries this would allow the company to achieve diversity in their offerings and can also become the company’s USP (Unique selling point) (Garrido-Prada et al. 2019).http://BU7411 International marketing Assignment Sample In this regard, the advantage of being geographically close to some of the major European countries would help the organisation to offer some of the best international products such as products from top selling clothing and fashion brands due to their high brand recognition to customers of Azerbaijan (Li et al. 2021).http://BU7411 International marketing Assignment Sample
Organic products
The organisation also needs to maintain a stock of organic products as the demand for organic products and awareness among consumers regarding organic products have increased in the recent period (Ditlevsen, Sandøe & Lassen, 2019).http://BU7411 International marketing Assignment Sample Organic products have specific advantages however have a higher price range which would help the company to segment its organic products among the premium categories in the store (Wei et al. 2019).http://BU7411 International marketing Assignment Sample In order to procure organic products, the company can communicate with local producers of organic products and label them with Lidl’s branding.
Halal certification
Since the majority of the country’s population is Muslim therefore it would be essential to receive a halal certificate for the products sold by Lidl (Khalid et al. 2021).http://BU7411 International marketing Assignment Sample Halal certification is often taken by companies to reflect that the products offered by them do not affect the religious beliefs of the Muslim people (Asa, 2019). http://BU7411 International marketing Assignment SampleThus, since Azerbaijan is a Muslim dominant county in terms of population, it would be important to receive Halal certification as this would increase the company’s value from the consumer’s point of view (Aziz et al. 2019).http://BU7411 International marketing Assignment Sample
International pricing strategy
Flexible pricing strategy
In order to achieve competitiveness and gain a dominant position in the markets of Azerbaijan, it would be essential to adopt a flexible pricing strategy. A flexible pricing strategy adopted by the organisation would allow them to increase or decrease the price of their products based on the conditions and demand in the market (Leung et al. 2019).http://BU7411 International marketing Assignment Sample This would help the organisation to compete against the local and other retail chain stores and emerge as a competitive retail outlet in the markets of Azerbaijan.
Loyalty program
Loyalty programs can also be introduced by the organisation like the customer reward cards it offers in the UK (Lidl, 2022). http://BU7411 International marketing Assignment SampleThis would effectively help them in offering customers discounts in exchange of being loyal customers of the company. It has been seen that effective loyalty programs that add value to the customers can significantly increase the number of loyal consumers possessed by an organisation (Lakshman & Faiz, 2021).http://BU7411 International marketing Assignment Sample
5. Conclusion
This research has mainly been focused on Lidl entering the new market of Azerbaijan implementing two major market entry strategies. As mentioned above, Azerbaijan being a transcontinental country that shares borders of Europe and Asia there it could be a great opportunity for Lidl to expand in the country as it will be helpful for then in transit and others.
Through PESTLE it has been analysed that all teh macro environmental factor like poltical, technolgical socio-economic and others are quite flexible thus, the opportunity of growth is quite high. Thus, in such cases it can be recommended that the company can adopt either of the market entry strategies, licensing or joint venture to settle their business
. In respect to cross-cultural factor, Azerbaijan has a blend of Eastern and Western culture and Lidle being a western company will be able to merge with the social norms of the customers in Azerbaijan making it much flexible to operate. Other than this, the corporate environment in Azerbaijan is hampered by a vast informal sector and extensive mismanagement which may turn out to be challenging for Lidl to manage business if they send expatriates from home country ((Bayramov, Hasanov & Gasimova, 2021).http://BU7411 International marketing Assignment Sample
Thus, Hofstede cross-cultural comparison between UK and Azerbaijan has been conducted in the above section where the scores between these two countries are found to quite high for tradition and free gratification. Therefore, such scores denotes that the customers of Azerbaijan are more inclined to their regular buying behavior, it is quite evident that Lidl needs to be more focused on maintaining services based on consumer demand. Hence, in short it can be stated that expanding in Azerbaijan will be a profitable opportunity for Lidl.
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