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Aldi Swot

In: Business and Management

Submitted By ilongeni
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«What do consumers think about Wal-Mart?»

A few weeks after the opening of the Wal-Mart flag ship store in Dortmund the magazine «absatzwirtschaft» asked customers what they thought of the concept. This research is a cooperative project with pdc Marketing + Research. On November 18th last year, ten Wal-Mart customers accepted an invitation from «absatzwirtschaft/pdc Consumer Forum». The focus group met in a studio of the RS Teststudio GmbH in the centre of Dortmund. The project leader Peter Riedl moderated the discussion. The group consisted of eight women and two men aged between 27 and 63. The majority of participants were married with children. Two of the women were pensioners and two single mothers. Both men were experienced daily shoppers. «absatzwirtschaft» summarised the opinions of the consumers in three sections: The attitude towards the German low price trend as well as the good and bad points of the American organisation.

Where do German price cutters stand?
Aldi counted as the most important shopping source for the participants. The Wal-Mart predecessor Wertkauf was also regularly visited. The discussion revealed the strengths and weaknesses of both chains. Aldi held the advantage in price and product quality but there were also weaknesses. Germany’s leading discounter is cramped, not very family friendly and has a patchy selection of goods. Some of the traditional German supermarkets and stores came out even worse. The participants in Dortmund criticised the Metro subsidiary Real as well as the Wertkauf chain which was taken over by Wal-Mart.

Dortmund Wulfshofstrasse Consumer opinions of Aldi q q q

q

When the Aldi brochures announcing their special offers appear you have to get there early to avoid the goods being sold out. It is difficult to get through the aisles as everything is so cramped. When I go to Aldi I buy ten cartons of…...

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