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The Austrian Retailer Mareike Kerschbaum , Richard Dobisek , Lisa Sattler

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

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The Austrian Retailer Mareike Kerschbaum , Richard Dobisek , Lisa Sattler

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  1. The AustrianRetailer MareikeKerschbaum, Richard Dobisek, Lisa Sattler

  2. Company history 1962Foundationof Hofer by Helmut Hofer 1968Acquisition of Hofer by ALDI 1980 Broadening of the range of promotional items 2001 Special offers 2 times a week 2002 Launch of organic brand “Naturaktiv”

  3. Company history 2003 Hofer as a travel operator 2005Market entry in Slovenia and Switzerland 2005 Hofer as a mobile phone discounter 2006New organic brand “ZurückzumUrsprung” 2007 Market entry in Hungary and Greece

  4. Market Share Retailers in Austria 2006

  5. Number of Retail stores 2006

  6. 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

  7. Lineightby Hofer

  8. Expanding in services • Travel industry • E-tailing – Photoservice • Insurance services • Electronics and mobile (cell) retailing • Petrol station services • Hofer Lineight • BSCI

  9. SWOT - Strengths • Low-cost pricing • Simplified store structure and organization – “Inventory Stores” • Market leader among discount retailers

  10. SWOT - Weaknesses • Lack of known brands • Products offered just in large quantities • Small product range variety • Weak promotion-mix

  11. SWOT - Opportunities • Rapid growth of discount retailing segment in Austria • Shifts in target markets – Crisis • Change of consumer behavior

  12. SWOT - Threats • Tough competition • Discretionary income decrease can reduce sales

  13. Sources • www.hofer.at • www.hoferreisen.at • www.aldi.de • www.aldi.com • http://www.lebensmittelnet.at/article/articleview/63872/1/24306 • http://www.oe24.at/

  14. Any questions ? Thankyou!

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