DETERMINATION OF THE TARGET MARKET SEGMENT AND POSITIONING OF LIDL BULGARIA
Keywords:
market niche, market segmentation, retail trade, Lidl Bulgaria, marketing strategy.Abstract
The present paper aims to analyze the market niche and target market segments of
Lidl Bulgaria in the context of the dynamically developing retail sector. The study examines the
theoretical aspects of market segmentation and niche positioning, as well as their practical
application through an analysis of the company’s marketing strategy, competitive advantages, and
consumer behavior. As a result, conclusions and recommendations for the sustainable development
of the company are formulated.
References
1. Mladenova, G . (2011). Marketing na finansovite uslugi. Sofiya: Izdatelski
kompleks – UNSS. ISBN 978-954-644-261-1, s. 230.
Chuzhdestranni iztochnitsi:
2. Kotlar, F. (2000). Kotlar za marketinga: Kak da sazdavame, pechelim i upravlyavame
pazarite (balg. prevod). Sofiya: Klasika i stil, s. 272.
Statii:
3. Kamenov, Ts. (2023). Kakvo e pazaren potentsial i kak da go opredelish. NextBasket.
Dostapno na: https://nextbasket.com/bg/kakvo-e-pazaren-potenczial-i-kak-da-go-opredelish/
(poseten na 01.02.2026 g .).
4. Kapital. (2025). Fenomenat Lidl. Dostapno na: https://www.capital.bg/partners/
lidl11/1/ (poseten na 01.02.2026 g .).
5. Krasteva, N. (2013). Savremenni aspekti na marketingovata kontseptsiya. V
Marketingovi metamorfozi i predizvikatelstva v digitalnata era: Yubileen sbornik 15
godini katedra „Marketing“ s. 88-97. Burgas: Parvo izdanie. ISBN 978-954-9370-91-1.
6. Fadeeva, A. N. (2023). SWOT-analiz kak instrument upravleniya kachestvom. Nauchni
izsledvaniya v savremennata sotsialna i humanitarna nauka, 2023, 1–10. Dostapno na:
https://cyberleninka.ru/article/n/swot-analiz-kak-instrument-upravleniya-kachestvom (poseten
na 01.02.2026 g .).
7. Lidl Balgariya. (2023). Lidl e s nay-golyamo raznoobrazie ot sobstveni marki na
pazara. Dostapno na: https://corporate.lidl.bg/medien-cent-r/pressreleases/2023/lidl-e-s-naj-
golyamo-raznoobrazie-ot-sobstveni-marki-na-pazara (poseten na 01.02.2026 g .).
8. Lidl Balgariya. (2023). Efektat Lidl: prinos kam ikonomikata i obshtestvoto
2022–2023 g. Dostapno na: https://corporate.lidl.bg/efekt-t-lidl (poseten na 01.02.2026 g .).
9. Lidl Balgariya. (2025). Nashata istoriya – Istoriyata na uspeha. Sofiya: Lidl
Balgariya. Dostapno na: https://corporate.lidl.bg/za-lidl/nashata-istoriya (poseten na
01.02.2026 g .).
Published
Issue
Section
License
Copyright (c) 2026 New knowledge Journal of science
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
