the austrian retailer mareike kerschbaum , richard dobisek , lisa sattler
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The Austrian Retailer Mareike Kerschbaum , Richard Dobisek , Lisa Sattler. 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 - PowerPoint PPT PresentationTRANSCRIPT
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Company history
1962 Foundation of Hofer by Helmut Hofer1968 Acquisition of Hofer by ALDI1980 Broadening of the range of
promotional items2001 Special offers 2 times a week2002 Launch of organic brand “Natur aktiv”
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Company history
2003 Hofer as a travel operator2005 Market entry in Slovenia and
Switzerland2005 Hofer as a mobile phone discounter 2006 New organic brand
“Zurück zum Ursprung” 2007 Market entry in Hungary and Greece
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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
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Expanding in services Travel industry E-tailing – Photoservice Insurance services Electronics and mobile (cell) retailing Petrol station services Hofer Lineight BSCI
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SWOT - Strengths Low-cost pricing Simplified store structure and organization
– “Inventory Stores” Market leader among discount retailers
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SWOT - Weaknesses Lack of known brands Products offered just in large quantities Small product range variety Weak promotion-mix
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SWOT - Opportunities Rapid growth of discount retailing segment in
Austria Shifts in target markets – Crisis Change of consumer behavior
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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/