In our globalized world it Is becoming more and more challenging for companies to create their own unique brand. Competition is high and companies have to decide which strategy is the best for their business evolvement. This report is focused on two different companies Lidl and Aldi operating in the food retailing industry. Lidl and Aldi mostly was entering markets through Greenfield investments. These two companies chose greenfield investment as they wanted to have a full control over their business, promote their own brand and manage their business on their own. Advantages and disadvantages of entering market through greenfield investment is included in this report. Aldi’s main objective, when entering other market like UK and Switzerland, is ‘recognising customers needs and meeting the requirements of the demand in that country’. Lidl and Aldi have completely different strategies in global expansion. Aldi was entering big markets like the USA and Australia and this was good strategy for company’s expansion as target markets of such countries are much bigger than European target market. But it takes much more effort to control such big markets. As for Lidl’s future I would recommend to expand in other European countries before entering big markets like Russia, although it would be a great opportunity for Lidl to enter Russian market.
About Aldi and Lidl
Both companies Aldi and Lidl were founded in Germany. Aldi was founded in 1946 by two Albrecht brothers and Lidl was founded eleven years after Aldi was founded by Dieter Schwarz. These two companies were opening and still open, grocery discount stores which means selling products at the lowest price possible reducing its costs on companies promotion, rental fees or purchasing prices of properties as well as having a basic outlet format stores.
German company Aldi started to go global after Second World War, time characterised by common market in European countries, which means it was time when