Aldi & Lidl: International Expansion of Two Grocery Retailers

Topics: Market Pages: 75 (2592 words) Published: February 25, 2013
Aldi & Lidl: International Expansion of Two Grocery Discounters

Summary
 by
 Sabrina
 Digruber,
 Andrea
 Dirl,
 Franz
 Freidl,
 Markus
 Freitag,
 Ibolya
 Gliga
 


 

1.
  Aldi’s History ............................................................................................................................................ 3   2.
  Lidl History ............................................................................................................................................... 3   3.
  Questions ................................................................................................................................................. 5   Question 1: .................................................................................................................................................. 5   International Expansion of Aldi and Lidl ................................................................................................... 5   Degree of freedom ................................................................................................................................... 5   Resource & efficiency .............................................................................................................................. 6   Technological aspects .............................................................................................................................. 6   Emerging markets .................................................................................................................................... 6   Economic Factors .................................................................................................................................... 6   Question 2: .................................................................................................................................................. 7   Question 3: .................................................................................................................................................. 8   Aldi's slow & well considered´ internationalization approach ................................................................... 8   Lidl's Fast & Pushing´ strategy ................................................................................................................. 8   Question 4: .................................................................................................................................................. 9   Pro’s and Con’s of Aldi’s strategy ............................................................................................................ 9   Recommended Strategy for Lidl until 2020 .............................................................................................. 9  


 
 

1. Aldi’s
 History
 

  ü Aldi
 is
 the
 acronym
 for
 Albrecht
 Discount.
  The
 idea
 of
 ALDI
 goes
 back
 to
 a
 grocery
 shop
 founded
 1913
 in
 Essen,
 Germany
  ü In
 1946
 the
 brothers
 Karl
 and
 Theo
 Albrecht
 took
 over
 their
 mothers
 store
  ü Their
 former
 business
 idea
 was
 to
 subtract
 3%
 sales
 discount
 of
 the
 original
 price
  from
 the
 very
 beginning
 and
 also
 to
 keep
 the
 assortment
 of
 goods
 at
 a
 minimum
  ü 1960
 the
 company
 was
 split
 into
 Aldi
 North
 and
 Aldi
 South
 by
 the
 two
 brothers
  ü In
 1968
 the
 international
 expansion
 began
 with
 the
 acquisition
 of
 Helmut
 Hofers
  company
 Hofer
 and
 all
 their
 branches
 in
 Austria
  ü ALDI
 is
 deemed
 to
 be
 the
 prototype
 of...
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