Global Dominance: Invasion of Aldi and Lidl
Increasing grocery prices are directly related with the economy and consumer price index. Adjusting to these steady price increases in the economy drives an army of consumers who are constantly seeking stores that cater within their budget. To prosper amongst the intense competition local grocery stores need to maintain low prices and excellent operations that satisfy customers needs. Navigating into unfriendly territory, Aldi and Lidl quest to embark on a global marketing expedition to deliver cheaper prices by improving the customers experience, has produced a disruption of the hold loyal consumers have towards U.S. brands.
My personal evaluation of Aldi revealled the following; although a small establishment, I was able to obtain value for the trolley of groceries purchased within 30 minutes from a choice of over 1,000 o more items with savings of 40% or more when compared to Wal- Mart, Kroger, Fiesta, and HEB. The store was clean and attractive and I was able to shop with ease. Initially I was reluctant to shop at Aldi and saw it as an imitation of Wal-Mart but the sterotype was dismissed. I was willing to try different brands that gave me the
Aldi's understands the global market and consumer needs, which is evident of their timely launching and global extension. The diverse prospective of entering into the American market has caused operations to be presented as a single global market with multiple segments that has extended beyond the German national boarders. The seismic shift in global marketing invites competition and trade opportunities into different regions of the world. Aldi has learnt to master the marketing mix that is culturally feasible and cost effective. Aldi and Lidl gained significant traction during the recent recession whilst other competitors raised prices. In the article it fails to address the uncontrollable factors that these companies encountered in their quest to invade international markets that catered to consumers tast and socio-cultural differences. Overcoming those hurdles drives competition, which welcomes growth when a market has been established away from headquarters. In all essence price will be the main driver that will decide who gets a bigger share of customers during the recovery stages of the American economy.