After 20 years operating in Portugal, Lidl’s main strategy for the Portuguese territory is to convince Portuguese consumers that this concept is no longer purely a discount retailer. If at the beginning of operation Lidl outlets only sold private label products, the reality is changing as this retailer adapts to Portugal. Nonetheless the low-price strategy is certain to be focused on by Lidl. After a period of incisive expansion throughout the territory, Lidl’s goal is likely to be investment...
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