When Lidl entered the Spanish market by buying a chain of stores, many expected it to dominate. Instead, Lidls largest operation has been struggling and its main local rival is thriving. That rival is Mercadona, Spanish's largest retailer. To analyze what kind of strategic approach Lidl and Mercadona are using in the Spain, answer from a critical point of view using the theoretical resources of the class and official sources from these retailers the following

questions: 1. According to the Six Steps in Strategic Planning find out the Lidl and Mercadona strategic plan 2021-2022 in Spain. Highlight the major differences and similarities between them. (33 points)

2. Make a picture related to Lidl and Mercadona Positioning Strategies in Spain using Price and Services / Products lines Offered axis. Explain why each company are using these positioning strategies. (33 points)

3. Discuss the Retail Mix factors (store atmosphere, Interior layout, Advertising, Personal selling, etc) that this Retailers are using currently. (33 points)