Aldi: The German Wal-Mart?



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Code : COM0022

Year :
2004

Industry : Retailing

Region : Germany

Teaching Note:Available

Structured Assignment :Available

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Abstract: Selling what customers want is different from selling what retailers want their customers to buy.

Keeping the offering simple and satisfying the customers' basic necessities has gone a long way in Aldi's success. The hard discounter with a powerful business model is threatening to change the global retailing landscape.

Pedagogical Objectives:

  • To discuss the business model of Aldi from the perspective of the 4Ps (Product, Place, Price and Promotion).
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    Keywords : Grocery retailers; Hard discounting; Characteristics of a hard discounter; McCarthy's 4P (Product, Place, Price and Promotion) model; Competitive Strategies Case Study; Zone model of differentiation; Private labels of discount stores; Radio frequency identification (RFID) chips; Aldi's strategies to keep its prices low; Aldi Sud; Aldi Nord; Kelloggs; Discount retailers

    Contents :
    The Genesis
    Aldi's Business Model
    The Future


    Case Introduction >>


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