Jenny Haberer

Strategic Management - Aldi: Is Aldi being deprived of the German discounter-throne? Jenny Haberer

Seminar paper from the year 2008 in the subject Business economics - Business Management, Corporate Governance, grade: 1,0, Anglia Ruskin University, language: English, abstract: Aldi is the top-discounter in Germany. The owners have a clear strategy for all aspects of business: to apply Occam's razor. This enables them to offer best quality products at low prices. The competitive landscape in Germany has changed over the years and discounters like Lidl or Netto emerged, challenging Aldi. An external and internal audit will reveal if Aldi's success is sustainable and if they are addressing trends and changes in the macro environment and industry, successfully, or if other retailers will outperform them.