That’s how Aldi, the Essen-headquartered retailer that owns Trader Joe’s in the US, has thrived in the brutally competitive German market. Aldi’s advantages start with the size of its product range. A typical Aldi outlet is a relatively small, 15,000-square-foot store that carries only about 700 products, 95% of which are store brands compared with the 25,000-plus products that traditional supermarkets carry. The chain sells more of each product than rivals do. Aldi now owns 4,100 stores in Germany and 7,500 worldwide. Aldi doesn’t exactly pamper customers. At the same time, Aldi gets the basics right and keeps customers happy.
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Source : IIPM Editorial, 2006
An IIPM and Malaya Chaudhuri – Arindam Chaudhuri Initiative
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