Swot Analysis Of Aldi
2. Background information of supermarkets
2.1 Introduction of ALDI
ALDI is a leading global discount supermarket chain with over 9,000 stores in 18 countries, and an estimated turnover of more than €50bn. Based in Germany, the chain was founded by brothers Karl and Theo Albrecht in 1946. It is one of the world's largest privately owned companies. Even in the 2008 economic crisis, ALDI’s customer raised by 20% and sales by 10%.
Thomas Rudolph (1 Oct 2011). Diversity in European Marketing: Text and Cases. Springer Science & Business Media. p. 141.
The biggest advantage of ALDI is cheap. In order to reduce the price of product, ALDI saves whatever it can save. ALDI has limited product type, simple store decoration, no expansive advertisement,
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In order to meet their demand, ALDI stores are located in the residential center and small towns, which is very convenient for old people and low-incomers. ALDI also locates near the dormitory to meet the demand of students who mainly consumes convenient food. Area of every 25,000 people locates one ALDI. As a result, 75% of German people do shopping in ALDI in regular time period. http://wiki.mbalib.com/wiki/阿尔迪 Low price
a) Saving everything it can save
In order to provide low price to customers, ALDI should save the cost in other ways.
i. Reduce store area, only around 500-800 square meters so that the rent will be cheaper and the decoration is also simple. http://wiki.mbalib.com/wiki/阿尔迪 ii. ALDI uses box to put products instead of shelf.
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We Double Guarantee it.”
They guarantee that their self-owned brand can exceed the national brands in taste and quality. https://www.aldi.us/en/new-to-aldi/double-guarantee/ Many competitors using “You get what you pay for” to attack ALDI, imply that ALDI’s quality is poor. But according to an experiment, one people bought some wines and drinks in both ALDI and other supermarkets and took of the label, letting experts taste products, the result was most products of ALDI won. http://www.taoguba.com.cn/Article/606307/1
Powerful human resource
ALDI will go to universities to recruit new people at the end of very semester. After strict screen, ALDI will provide employees with promising career opportunities and the salary of ALDI is about 10% higher than employees in other supermarkets, which attracts a large group of outstanding professionals to work for ALDI.
2.3 Global branches of ALDI
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