Aldi
Wikipedia, the free encyclopedia
  | |
| corporate form | |
|---|---|
| founding | 1913 |
| headquarters | Eating (Aldi-Nord) and Mülheim an der Ruhr (Aldi Süd) |
| sales EUR 38.6 billion (2006) [1] | |
| industry | food retail |
| Web address | www.aldi.com |
Aldi is the short name of the two globally operating German companies trading Aldi Nord and Aldi Süd (own spelling ALDI SÜD). The company name Aldi is an acronym that stands for Al-brecht scount Tues.
Contents[ Hide ] |
The companies
history
Aldi goes back to a grocery store, founded in 1913 in Eating . It was a small shop of 35 m², the mother of Karl Albrecht and Theo Albrecht betrieben wurde. Nach dem Krieg übernahmen Karl und Theo den elterlichen Betrieb. Im Essener Ortsteil Schonnebeck eröffneten sie bald ein größeres Geschäft. Sie expandierten weiter und hatten es bis 1950 bereits zu einer kleinen Lebensmittelkette von 13 Geschäften herkömmlicher Prägung gebracht. 1960, im Jahr der Aufteilung in Aldi Nord und Aldi Süd, waren es bereits 300 Läden mit einem Umsatz von 90 Millionen DM. Aldi expandiert auch heute noch weltweit mit Erfolg.
Geschäftsidee
Die Geschäftsidee der beiden Brüder Albrecht war es, den damals gesetzlich erlaubten Rabatt von 3 % von vornherein vom Preis abzuziehen. Außerdem wurde das gesamte Warensortiment rigoros zusammengestrichen. Es wurde an allem gespart, was teuer war oder unnötige Kosten verursachte: Aldi verzichtete auf aufwändige Dekoration und Ladenausstattung, strich teure Reklame und kostenintensive Frischwaren aus dem Programm. Nicht zuletzt sparte Aldi auch bei der Ladenmiete, indem die Verkaufsfläche der Läden verhältnismäßig klein gehalten wurde. Die dadurch gewonnene Kostenreduktion wurde an die Endverbraucher in Form niedrigerer Preise weitergegeben.
Organisation
Die beiden Konzerne sind freundschaftlich verbunden and occasionally appear together, eg with joint trademarks or to suppliers. Legally, organizationally and financially since 1966, both companies are completely independent.
Germany
At Aldi Nord of 35 legally independent regional companies consists of about 2,500 branches and Aldi Süd from about 31 companies with 1,600 branches in western and southern Germany. called The border between Aldi Nord and Aldi Süd, also Aldi equator , runs from the Lower Rhine on Mülheim an der Ruhr , Wermelskirchen , Marburg , Siegen , Gießen nach Osten bis nördlich von Fulda . Ostdeutschland ist – bis auf eine Filiale im thüringischen Sonneberg – vollständig Aldi-Nord-Gebiet. Den Regionalgesellschaften, die als Kommanditgesellschaften geführt werden, steht jeweils ein Geschäftsführer vor, der die KG leitet. Dieser fungiert als Kommanditist und muss lediglich der Geschäftsleitung in Essen (Aldi-Nord), bzw. Mülheim an der Ruhr (Aldi-Süd) Rechenschaft ablegen. Die jeweiligen Regionalgesellschaften haben located mostly outside the major metropolitan areas, but generally have a close to the highway so that goods can be transported as quickly as possible to the stores. Aldi Nord has its centers such as Bargteheide , Barleben , Beucha , Beverstedt , dates , Eating , Greven, Hann. Lead , Hemmoor , Hesel , Herten, Horst , Hoyerswerda , Jarmen , Lehrte , Lingen, Minden, Nortorf , Radevormwald , Rinteln , Salzgitter , Scharbeutz , Schloß Holte , Schwelm , Werl and Weyhe .
Austria
Aldi occurs in Austria under the name Hofer, although the same concept and logo as Aldi Süd is enforced. Austria is considered to be "testing the market" for new attempts by the Aldi Group, as Austria-like purchasing power and buying habits, such as Germany, offers are but a small, limited market area. Examples in Austria tested were:
- Electronic Payment: In the first quarter of 2004 over Austria debit payment (payment ATM) was introduced in all branches Hofer. Only months later, Aldi decided that this be done in Germany.
- mobile offerings: in April 2004 began the mobile discounter its market launch and sales-its-paid SIM cards and Ladebons exclusively by Hofer ( YESSS!). Months later, there was also the first in Germany, a prepaid mobile phone offer.
- Hofer Travel Since 2003, offers package tours for Hofer certain travel periods. Both the domestic and weekend trips, as there are also long-distance travel are available. There are no travel catalogs, but at regular intervals, direct mail (advertising arch), which lie in the Hof-branches. Hofer-Travel is now the third largest tour operator in Austria.
- Regional Limited offers: Hofer currently experimenting with the regular special items with their own offerings for the small state of Vorarlberg, for which there is a different advertising than direct mail than in the rest of Austria.
- "back to the source": a private label for Hofer products that are without preservatives, flavoring agents or stabilizers produced genetically modified. There are strict requirements for suppliers and farmers as animal welfare and environmentally friendly production. Moreover, these products transparently comprehensible to the origin, where they are produced. Currently, only milk products are sold under this brand. For "Back to the source" products, there are also a marketing strategy, which is untypical as Aldi: commercials on TV and radio, especially where this brand and these products are advertised that they are available from Hofer, only mentioned in the subordinate clause. Hofer pursued here apparently successful strategy of the Rewe Group, with its "Yes! Natural "brand.
- "natural active": This term organic products offered.
International
The Aldi Group operates around 6,600 stores all over the world (the total number varies depending on the source). Every week on average is a branch added anywhere in the world.
Aldi Nord is responsible for Belgium, the Netherlands , Luxembourg, France , Spain, Portugal and Denmark. Aldi takes care of the markets in Austria , UK, Ireland , USA, Australia , Switzerland and Slovenia . News continues to be the development the Switzerland and Slovenia . In Switzerland, in October 2005 opened the first branches. In Hungary market entry is planned in 2006 and Greece and Poland from 2007. has
While Aldi's Dutch and Belgian subsidiaries Combi and Lansa now renamed Aldi, is Aldi Süd to regionally accented market performances effort and enters Germany explicitly Aldi Süd , in Switzerland Aldi Suisse and in Austria and Slovenia Hofer auf.
| Land | Name | Aldi-Konzern | seit | Anzahl der Filialen (ca.) |
|---|---|---|---|---|
| Deutschland | Aldi | Nord | 1946 | 2.400 |
| Aldi Süd | Süd | 1946 | 1.610 | |
| Schweiz | Aldi Suisse | Süd | 27.10.2005 | 28 |
| Österreich | Hofer | Süd | 1968 | 380 |
| Belgien | Aldi | Nord | ca. 1973 | 380 |
| Niederlande | Aldi | Nord | ca. 1975 | 405 |
| Luxemburg | Aldi | Nord | ca. 1990 | 12 |
| Frankreich | Aldi | Nord | 1988 | 680 |
| Spanien | Aldi | Nord | 2002 | 130 |
| Portugal | Aldi | North | 06/29/2006 | 5 |
| Denmark | Aldi | North | 1977 | 230 |
| Slovenia | Hofer | South | December 2005 | 29 |
| UK | Aldi | South | 1989 | 310 |
| Ireland | Aldi | South | 1998 | 34 |
| USA | Aldi | South | 1976 | 818 |
| Australia | Aldi | South | Jan. 2001 | 139 |
Other concepts
In Waldhof Mannheim district leads Aldi Süd also a new market concept, called 1001 occasions. There are not sold yet weaned bargain products (Aldi-action goods) to another available room rates. Since the concept is not proven, the store will soon be closed.
Finance
sales and income the group were not published until 2000. From 2001, the numbers for at least the companies are published in the North Federal Gazette. The turnover in 2003 is estimated for the group of experts in Germany to around € 23.5 billion, the profit margin to about 3% to 4%. Aldi North and South are fully family . The capital is described as very solid; It is believed that without the North and South on bank loans and other long-term liabilities. If known, Aldi Nord is on its real estate subsidiary own all the logistics centers. The store inventory is also largely owned, leased items are replaced increasingly by its own objects as part of the land exchange and the magnification. Aldi also owns almost all the buildings (markets, distribution facilities) and land, has recently taken up but also borrowing to finance further expansion, real estate. This at least leaves Aldi Süd on the current path of total independence of creditors by avoiding debt. The financial strategy that diverges between North and South.
customer profile
Until the early 1980s, Aldi had a reputation as a poor man's shop ; Aldi products were considered sufficiently robust quality, but without the social image. The Aldi now no longer liable to: Aldi has several times with very good test results in the Stiftung Warentest points.
philosophy
A clear flat organizational hierarchy and as simple clear business principles are the company's philosophy. The sometimes low prices at Aldi are a efficient structure based on rigorous leadership (albeit at a mostly above-average payment ), streamlined logistics a strong position with suppliers and Spartan performance the were due.
range
Food
The basic idea is to keep only those products in the range, which at a certain minimum turnover of goods a high turnover rate. The range is thus relatively small and consists of some 700 articles, which are primarily of interest to the average customer. Aldi sold only in 2004-less fruit and vegetables that - is weighed at the checkout - unlike Aldi Süd. With Ferrero Aldi Süd - now more products of the range brands - in addition Haribo .
are very successful North and South in the coffee business: whole roasted is produced in our own roasting, which is produced by Aldi Nord in Weyhe . Aldi also has the largest wine sales in Germany and in many other commodity groups also leader .
The non-food sector and the Aldi PC
The rising share of non-food had been taking place since early 1990's like a red thread through the history not only of Aldi, but also other food discounters. Unlike food non-food goods have the character of short-term promotions. is sometimes as part of a theme week offered a range of related article, a wide range of camping products, for example.
While limited in the early days of non-food sector more on clothes and household items, the proposal during the 1990s expanded more and more on consumer electronics. A high point of the non-food sector through the so-called Aldi-PC, a large time intervals for the mass market specially commissioned by Aldi personal computer .
The first Aldi-PC in the spring of 1998 to be on the market at the time of beginning of the Internet boom. On the first Aldi PCs there was a run, as the demand for consumer PCs in the market immediately from the date the PC market dominant retail chains could be met and the Aldi PC could be sold cheap, thanks to extremely high sales figures. were particularly addressed here primarily to families with lower and middle income countries.
the same for years trading partner and producer of the most technical devices that exist at Aldi, Medion is . In the Aldi Süd stores Medion products of the company are almost invariably offered (except the PC and monitors) under the pen name-brand "Tevion".
The Aldi Group is the ninth largest textile marketing in Germany and in this segment is the discount - generally stagnant sales in the textile sector in spite of - more than 1.1 billion € per year (2004). Since 2003/2004
offers now also Aldi Süd in Germany tobacco. Aldi offers in Germany since July 2005, an online photo service, can be ordered from the paper prints of digital images back home.
On 7 December 2005 rose to quality at Aldi Hofer in Austria and in Germany in the mobile communications business. Both Aldi Nord and Aldi Süd value to customers in cooperation with the network operator E-Plus a cheap prepaid tariff under the name Aldi Talk to .
Since January 2007 Aldi Süd in Germany vacation packages. The implementing partners, the company is "Mountains and Sea," a TUI subsidiary.
Marketing
Aldi has no official PR department and has spent in the company's history at any time money on external marketing agencies. The weekly ads in local newspapers for years to see the same and have simple and even without much advertising slogans on current offers. The newspaper ads triggered before regularly appearing four-page price list, some of which were distributed to households.
are, however, North and South in recent years become more innovative with the display design. The newspaper ads were not only larger (1 / 1 page), but also in color. Furthermore, it was begun in interpret the markets leaflets with offers of next week. While South created theme weeks, caused by two combined actions per week on a multi-page flyer, which North is limited to a simple double-sided flyer. Aldi Nord makes the flyers as well as the newspaper advertisements of a company's own advertising agency and want to prepare, which is the Group's operations throughout Europe.
tried some years ago, Aldi Nord in terms of self-marketing. To the product of the discount store next to Aldi supermarket kits and truck models were even beach towels in the Aldi colors. The success was doubtful and was not without a certain irony. Nevertheless, the models today traded at collector prices.
Aldi Suisse advertises weekly in major daily newspapers with a one-page color ad. In addition, in the catchment area also distributed a week around 16-page advertising brochure, which advertises almost exclusively for non-food products.
customer handling
long time was the release in Aldi Nord by entering a three digit PLU number, while Aldi Süd DM prices have been entered directly. However, over time the product range also larger at Aldi and the introduction of euro cash is changing all the prices so that eine Umstellung des Kassensystems notwendig war. Aldi Süd stellte zur Euro-Bargeldeinführung endgültig komplett auf Scannerkassen um. Damit die Kassierer(innen) die Ware nicht drehen müssen und schneller „scannen“ können, läuft der Barcode bei allen von Aldi vertriebenen Produkten einmal komplett um die Verpackung. Aldi Nord folgte sukzessive etwas später. Tests mit der Bezahlung per EC-Karte erfolgten 2004 in Filialen von Aldi Nord. Ab April 2005 folgte die flächendeckende Einführung der Zahlung per EC-Karte bei Aldi Nord und Süd, die bis Ende Oktober 2005 abgeschlossen wurde. Die Umstellung wurde durch das amerikanische Dienstleistungsunternehmen NCR durchgeführt.
In der zweiten Jahreshälfte 2005 führte Aldi Nord als Rationalisierungsmaßnahme testweise Leergutautomaten ein. Aldi Süd übernahm dieses System im ersten Quartal 2006. Auch die neue Pfandregelung, die am 1. Mai 2006 in Kraft trat, zwang das Unternehmen zu diesem Schritt, da die so genannten „ Insellösungen “ beendet wurden.
Nach ausgiebigen Tests hat sich Aldi Nord für ein Rücknahmesystem des Herstellers Wincor Nixdorf entschieden, während Aldi Süd eine Entwicklung des Herstellers Tomra Systems vorzog. Bei den Tomra-Automaten kommt, ebenso wie bei den Wincor Nixdorf-Geräten, ein neuartiges System for application in which the PET bottles are pressed immediately after submission.
Since 2006, Aldi Süd offers in Switzerland at the border to nearby stores, a system for reimbursement of the VAT difference for the there are disproportionately represented Swiss customers. Here, however, there is no cash alternative, but via a specially created "Aldi Süd Tax Free Card" is a non-cash payment by the company Global Refund . It applies only to customers over 18 years, starting from a minimum purchase of 40 € and report back only 75% of VAT (25% is deducted to fund the system). Aldi was forced to because of competing retailers in the area of \u200b\u200bthe Swiss customers for years almost everywhere offering a full refund and the proportion of these customers in the regional offices about 30%, 50% on some days of the week over.
store opening times
followed in the Aldi store opening times the usual practice in the industry. Sometimes adjustments are made. Aldi stores in large shopping centers are basically as long as the other stores opened in the center.
Current market position
In entire food retail occupied ALDI currently in Germany on the 5th Place behind the company Edeka , Metro, Rewe and the Schwarz Group [2] . With sales in the textile sector of about 1.095 billion € (2005) ALDI here is currently number 8 in the largest apparel retailers in Germany [3] . In the creates health products outside the pharmacy it ALDI currently (2005) to a market share of around 18% [4] . According to a Forsa - survey, 95% of the workers, 88% of employees, 84% of civil servants and 80% of self-employed customers at Aldi.
criticism
The new black Markenfirmen chalk to Aldi that unionization would avoided [5] , so there is no general works . It should be noted that Aldi Nord accepted in every German regional company a works council, which consists of at least 2 full-time, exempt works and other works.
is further compensation for all groups of employees on average good. Payment is generally collective salary plus performance bonuses. There are also a full 13th Salary at year end (tarifl: 62.5%), and holidays (half strength) and fare refunds and savings schemes. Also supports Aldi Nord in Hamburg Pension Fund.
, but is expected Aldi but also above-average performance of its employees. Aldi also exercise extreme price pressure on suppliers from ; Aldi expects its suppliers, however, no concessions with falling sales prices and advertising subsidies, rebates or anniversary logistics optimization discounts, as is customary in the industry. Further, because of its Aldi unecological Offer cheaper shrimp at the expense of mangrove forests criticized ( Robin Wood 97 / 1).
Aldi sold in May 2004 in a special offer garden furniture from Indonesian meranti wood. [6] Because of protests from environmental groups and individual activists who Aldi asking, not enrich themselves at the destruction of the last Indonesian tropical forests, drew an Aldi and declared that in future only items made of wood, which the FSC seal with trying to market it. [7]
Trivia
- allegedly told the brothers in 1960 in the independent groups Aldi Aldi Nord and Aldi Süd, because they could not agree on the inclusion of tobacco and frozen foods in the range . Whether this is really a decisive factor was the commercial division of the company remains doubtful.
- To respond to the fierce price pressure from Aldi are gone over all the major competitors to offer for any product from Aldi a similar product at absolutely the same price. This should allow customers to forego a visit to Aldi and all consumer goods in a shop kaufen zu können und gleichzeitig auf Markenprodukte als Alternative zugreifen zu können.
- Aldi-Süd besitzt die Namensrechte des größten Hörsaals der Fachhochschule Würzburg-Schweinfurt . Seit Beginn des Wintersemesters 2006 trägt der ehemalige Hörsaal „ZO2“ den Namen „Aldi-Hörsaal“. Im betreffenden Saal lernen passenderweise hauptsächlich Studenten der Wirtschaftswissenschaften . Wie genau der Hörsaal gestaltet werden soll, steht noch nicht fest. Dazu sagte ein Sprecher der Aldi-Niederlassung in Helmstadt : „Es wird nicht so sein, dass an jeder Wand riesengroße Aldi-Süd-Logos hängen“. [8]
- The keyword "Aldisierung" was voted word of the year 2005, Switzerland. The above mentioned phenomenon is now in the social science area of \u200b\u200binvestigation. It is defined as "the increasing consumer demand for better pay and find the best deal in more and more consumption areas". Furthermore, "characterizes the Aldisierung the intensifying price competition and special offers at retail, which increases the price-oriented consumer behavior. In addition, the Aldisierung various problematic social consequences attributed to nature, such as the decline of inner cities or affect the employment and consumer culture "( Wolfgang Fritz : The Aldisierung the company).
literature
- Dieter Brandes: The 11 Secrets of Aldi's success. Campus, Frankfurt / Main 2003, ISBN 3-593-37294-0
- Hannes Meier Behind: The Aldi world. Research in the realm of discount billionaires. Goldmann, Munich 2000, ISBN 3-442-15063-9
- Astrid Paprotta, Regina Schneider: Aldi dente. 30 days feast cheap. A discount is being explored. Eichborn, Frankfurt / Main 1998 ISBN 3-8218-1589-2
- Klaus Werner : The new black Markenfirmen . The machinations of global corporations. Deuticke Verlag, Vienna 2003, ISBN 3-216-30715-8
- Franz Kotteder: The low-lying. The tricks and machinations of the discounters. Droemer / Knaur, Munich 2005, ISBN 3-426-27371-3
- Hans Weiss, Ernst Schmiederer: Anti-social market economy. Insider politics and economy reveal how corporations plunder the state. Kiepenheuer und Witsch, Cologne 2005, ISBN 3-462-03643-2
- Wolfgang Fritz : The Aldisierung of society - an economic perspective. Braunschweig 2005, ISBN 3933628601
Links
 | Commons: Aldi - photos, videos and / or Audio files |
- aldi.com-official website
- Stiftung Warentest: Current rapid tests of Aldi offers
- Manager magazine: The principle Aldi
- comprehensive site about Aldi stores (review, archive and forecast)
- card for border demarcation between Aldi Nord and Aldi Süd
sources
- ↑ WirtschaftsWoche No.10 of 5 March 2007 p.55
- ↑ http://www.lebensmittelhandel-bvl.de/modules.php?name=Stellungnahmen&file=article&sid=261
- ↑ http:/ / www.hannover.ihk.de / themes / trade services / trade / textile / page.html
- ↑ http://www.acnielsen.de/news/pr20060413.shtml
- ↑ http://www.labournet.de/branchen/dienstleistung/eh/aldi.html
- ↑ http://service.spiegel.de/digas/servlet/find/ON=spiegel-300704
- ↑ http://www.socialtimes.de/nachricht . nachricht_id php = 1887 & newsrubrik_id = 3
- ↑ evening news report: Studying Aldi Lecture Hall (12.10.2006)
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