the austrian retailer mareike kerschbaum, richard dobisek, lisa sattler
Post on 19-Dec-2015
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Company history
1962 Foundation of Hofer by Helmut Hofer
1968 Acquisition of Hofer by ALDI
1980 Broadening of the range of
promotional items
2001 Special offers 2 times a week
2002 Launch of organic brand “Natur aktiv”
Company history
2003 Hofer as a travel operator
2005 Market entry in Slovenia and
Switzerland
2005 Hofer as a mobile phone discounter
2006 New organic brand
“Zurück zum Ursprung”
2007 Market entry in Hungary and Greece
Company philosophy„Focus on the basics“
Selective range of products High quality standards Constantly low prices Highest utility for customers Elaborated and uniform selling concept Competent management Store brands vs. brand-named products
Expanding in services Travel industry E-tailing – Photoservice Insurance services Electronics and mobile (cell) retailing Petrol station services Hofer Lineight BSCI
SWOT - Strengths
Low-cost pricing Simplified store structure and organization
– “Inventory Stores” Market leader among discount retailers
SWOT - Weaknesses Lack of known brands Products offered just in large quantities Small product range variety Weak promotion-mix
SWOT - Opportunities Rapid growth of discount retailing segment in
Austria Shifts in target markets – Crisis Change of consumer behavior
Sources www.hofer.at www.hoferreisen.at www.aldi.de www.aldi.com http://www.lebensmittelnet.at/article/articlevie
w/63872/1/24306 http://www.oe24.at/