The ALDI Success Story An Organisational Profile by Kai F. Mahnert, DBMK Conducted for Ivan McPhillips, Lecturer in Enterprise Development, GMIT A Portrait In 1948 brothers Karl and Theo Albrecht opened a small grocery store in Essen, Germany. Due to the post war shortages in supplies and the size and capital of their business the brothers had only a small assortment of products. Today, more than fifty years later, ALDI is a worldwide chain of discount …showed first 75 words of 2068 total…

…showed last 75 words of 2068 total…room for new leaders, new directions and ideas, such as Efficient Consumer Response and Category Management. But the idea of ALDI remains the same, even after more than fifty years of uninterrupted success - to sell the best possible quality product at the lowest possible price. Sources: Dieter Brandes, 'Konsequent Einfach', Heyne 1998 David Ogilvy, 'Ogilvy on Advertising', Vintage 1985 Dibb, Simkin, Pride & Ferrell, 'Marketing - Concepts and Strategies', Houghton Mifflin 2001 Hans-Georg Lettau, 'Grundwissen Marketing', Heyne 1998