aldi in germany: local profile, 20132. aldi germany – company profile 2.1 business description...
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Company Profile
Aldi in Germany: Local Profile, 2013
Reference Code: RT0248LP
Published: October 2013
©Conlumino 2013 | This product is licenced and is not to be photocopied or reproduced. 2
Aldi in Germany: Local Profile, 2013
Published: October 2013
Table of Contents
1. Introduction ....................................................................................................... 6
1.1 What is this Report About? ................................................................................................. 6
1.2 Scope ................................................................................................................................... 6
1.3 Methodology ....................................................................................................................... 6
2. Aldi Germany – Company Profile ........................................................................ 8
2.1 Business Description ........................................................................................................... 8
2.2 Store Banners ...................................................................................................................... 9
2.3 Products ............................................................................................................................ 11
2.4 Services.............................................................................................................................. 13
3. Aldi Germany – Key Information ...................................................................... 14
3.1 Financial Performance ...................................................................................................... 14
3.2 Operational Performance ................................................................................................. 15
3.2.1 Store Count ..................................................................................................................................... 15
3.2.2 Sales per Store ................................................................................................................................ 16
3.2.3 Sales per square meter ................................................................................................................... 17
3.2.4 Revenue per employee ................................................................................................................... 18
3.3 Key Employees .................................................................................................................. 19
4. Regulatory Encironment ................................................................................... 20
5. Aldi Germany – Corporate strategy .................................................................. 21
5.1 Store Modernization and Increased Focus on the Online Channel .................................. 21
6. Competitive Environment ................................................................................ 22
6.1 Main Hypermarkets, Supermarkets, and Hard-Discounters in Germany ......................... 22
6.2 Market Shares of Main Hypermarkets, Supermarkets, and Hard-Discounters in Germany23
7. Investment and Expansion Plans of Competitors .............................................. 25
7.1 REWE ................................................................................................................................. 25
7.2 Metro ................................................................................................................................ 25
7.3 Edeka ................................................................................................................................. 25
8. Appendix ......................................................................................................... 26
8.1 Aldi Germany – News ........................................................................................................ 26
8.2 Events and History ............................................................................................................ 26
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Aldi in Germany: Local Profile, 2013
Published: October 2013
8.3 Awards and Recognitions .................................................................................................. 27
8.3.1 Awards ............................................................................................................................................ 27
8.4 About Conlumino .............................................................................................................. 28
8.5 Disclaimer .......................................................................................................................... 28
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Aldi in Germany: Local Profile, 2013
Published: October 2013
List of Figures
Figure 1: Aldi Nord Store in Germany............................................................................................................................................................ 9 Figure 2: Aldi Sud Store in Germany ........................................................................................................................................................... 10 Figure 3: Aldi Germany – Revenues (US$ Million), 2008–2012 ................................................................................................................... 14 Figure 4: Aldi Germany – Store Count, 2008–2012 ..................................................................................................................................... 15 Figure 5: Aldi Germany – Sales Per Store (US$ Million), 2008–2012 .......................................................................................................... 16 Figure 6: Aldi Germany – Sales Per Square Meter (US$), 2008–2012 ........................................................................................................ 17 Figure 7: Aldi Germany – Revenue Per Employee (‘000 US$ ), 2008–2012 ................................................................................................ 18 Figure 8: Market Share of Main Hypermarkets, Supermarkets, and Hard-Discounters in Germany (%), 2012 ............................................. 24
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Aldi in Germany: Local Profile, 2013
Published: October 2013
List of Tables
Table 1: Ratio Definitions ............................................................................................................................................................................... 7 Table 2: Aldi Germany, Key Facts .................................................................................................................................................................. 8 Table 3: Aldi Germany, Store Banners ........................................................................................................................................................... 9 Table 4: Aldi Germany, Private Labels ......................................................................................................................................................... 11 Table 5: Aldi Germany, Key Employees ....................................................................................................................................................... 19 Table 6: Aldi Germany, Key Employee Biographies ..................................................................................................................................... 19 Table 7: Main Hypermarkets, Supermarkets, and Hard-Discounters in Germany ......................................................................................... 22 Table 8: Market Share of Main Hypermarkets, Supermarkets, and Hard-Discounters in Germany, 2012 ..................................................... 23
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Aldi in Germany: Local Profile, 2013
Published: October 2013
1. Introduction
1.1 What is this Report About?
‘Aldi in Germany: Local Profile, 2013’ is a comprehensive report covering the company’s local operations. It has
an insightful strategic analysis of the company, and details of its history, news, and events.
The report is an essential tool to gain a detailed understanding of the company and obtain analysis of the
market and competitors, as well as internal and external factors that could impact the industry.
1.2 Scope
The report identifies and presents key information about Aldi in Germany. In addition, it describes its local
operations, and features company news and events.
Key points covered in the reports are:
• Store formats
• Products and services
• Financial performance
• Key employee biographies
• The market share of key competitors
• Investment plan of key competitors
Note: In this report ‘review period’ indicates 2008–2012.
1.3 Methodology
Conlumino local profiles are based on a core set of desk research techniques which ensure the best possible
level of quality and accuracy of data, specific to a particular country. This involves extensive research of
international, local and specialist trade sources and databases. Analysts review all the inputs and where
required triangulate inputs in order to produce final numbers. The key sources used include:
Country Specific Company Websites
Company Annual Reports
SEC Filings
Press Releases and Company Presentations
Regional Trade/Industry Associations, Trade Journals, Government Statistical Websites, and Stock
Exchanges
Notes
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Aldi in Germany: Local Profile, 2013
Published: October 2013
Company financial and operational information is taken from the published annual reports, press
releases, and company presentations
Local Revenue is converted to US$ at average annual conversion rates as of calendar year end
Table 1: Ratio Definitions
Ratios Definition Sales per Store Sales per Store measures the total sales generated-from each
store of the company. It is obtained by dividing the total revenues earned from store sales by the total stores in operation during the review period. Formula: Revenue / No. of Stores
Sales per Square Meter Sales per Square Meter measures the total sales generated-per-square meter of retail space. It is obtained by dividing the total revenues earned from store sales by the total area of retail space (in square meters) during the review period. Formula: Revenue / Retail Store Area ( sq. m)
Revenue per Employee Revenue per Employee measures the average revenue generated per employee of a company during the review period. Formula: Revenue / No. of Employees
Employee per Thousand Square Meter This ratio measures the total number of employees employed per 1,000 square meters of retail store space during the review period. Formula: No. of Employees / Retail Floor Space ('000 Sq. m)
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Aldi in Germany: Local Profile, 2013
Published: October 2013
2. Aldi Germany – Company Profile
2.1 Business Description
Aldi is a German retailer that operates a chain of hard-discount stores. The retailer conducts its activities under
two independent companies: Aldi Nord and Aldi Sud wherein Aldi Nord serves the XX and XX regions, while
Aldi Sud serves the XX region of the country. Aldi commenced its operations in Germany in XXXX by opening
its first store in XXXX. The company expanded its store count in the country to own xxx stores in xxxx and
opened its xxxth store in xxxx, during which its operations were divided into two independent legal entities.
Table 2: Aldi Germany, Key Facts
Headquarters
Employees (FY2012)
Founded
Total Sales (FY2012)
Number of Outlets (FY2012)
Channel
Source: Company Website and Secondary Resources © Conlumino
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Aldi in Germany: Local Profile, 2013
Published: October 2013
2.2 Store Banners
Aldi Nord
Aldi Sud
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Aldi in Germany: Local Profile, 2013
Published: October 2013
2.3 Products
Product Assortment
Private Labels
In addition to manufacturer brands, the company offers the following major private labels:
Table 4: Aldi Germany, Private Labels
Ratios Definition
Eskimo
Goldahren
Source: Aldi Germany website © Conlumino
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Aldi in Germany: Local Profile, 2013
Published: October 2013
3. Aldi Germany – Key Information
3.1 Financial Performance
In FY2012, the company recorded revenues of US$xxxxx million (EURxxxxx million), which is a decrease of x%
compared to the previous year. Its revenue decreased at a CAGR of xx% between 2008 and 2012.
Figure 3: Aldi Germany – Revenues (US$ Million), 2008–2012
Source: Conlumino © Conlumino
2008 2009 2010 2011 2012
Reven
ue (U
S$ M
illio
n)
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Aldi in Germany: Local Profile, 2013
Published: October 2013
3.2 Key Employees
Table 5: Aldi Germany, Key Employees
Name Job Title Board Level
Marc Heußlinger
Jörg Meyrich
Source: Company website and secondary sources © Conlumino
Table 6: Aldi Germany, Key Employee Biographies
Employee Name Biography Marc Heußlinger
Jörg Meyrich
Source: Company website and secondary sources © Conlumino
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Aldi in Germany: Local Profile, 2013
Published: October 2013
4. Competitive Environment
Hard-discounters have gained increasing popularity in the hypermarket, supermarket, and hard-discounters
channel in Germany due to consumers’ high price sensitivity. The retail channel is dominated by local
companies with hard-discount stores accounting for a large portion of the market share.
4.1 Main Hypermarkets, Supermarkets, and Hard-Discounters in Germany
Table 7: Main Hypermarkets, Supermarkets, and Hard-Discounters in Germany
Store Chain Store Banners Country of Origin 2012 Store Count First Store opened/ acquired in Germany
Edeka
REWE
Aldi
Source: Company website and secondary sources © Conlumino
Note: Store count and revenues for the retailers are considered only from the hypermarket, supermarket and
hard-discounters retail channel.
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Aldi in Germany: Local Profile, 2013
Published: October 2013
5. Appendix
5.1 About Conlumino
Conlumino Global Retail offers a comprehensive 360° view of the retail landscape. A team of analysts, with more than 200 years of combined experience, help you identify and understand the most current retail trends. Last year hundreds of retail businesses across the globe used our research to make critical business decisions.
5.2 Disclaimer
All Rights Reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior permission of the publisher, Conlumino. The facts of this report are believed to be correct at the time of publication but cannot be guaranteed. Please note that the findings, conclusions and recommendations that Conlumino delivers will be based on information gathered in good faith from both primary and secondary sources, whose accuracy we are not always in a position to guarantee. As such, Conlumino can accept no liability whatsoever for actions taken based on any information that may subsequently prove to be incorrect.
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Aldi in Germany: Local Profile, 2013
Published: October 2013
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