LIDL entered Serbian market on October 11th 2018 and soon became favorite supermarket for Serbian buyers. Their values are: Efficiency - They set high goals and focus on results. They make them fast and often outperform. Dynamic – They are ready to accept new circumstances and responsibilities. Their plans are ambitious and flexible enough to anticipate and respond to changes in the market. Justice - They approach work and people openly and without prejudice. They value relationship, they respect the agreements and hold the word. Security - They are a stable, international company. They offer secure jobs, encourage the exchange of experience and knowledge, personal development and advancement. Cordiality - Together they create a cordial working atmosphere. They keep positive spirit, learn from mistakes and celebrate successes together. Consumer satisfaction determines their actions. They respect the differences between cultures and recognize different values and traditions. Their principles are best reflected in their work.