Ivey Publishing
The Aldi Brand: Private Label Success in Australia
Product Number:
9B18A024
Publication Date:
04/23/2018
Revised Date:
04/23/2018
Length:
8 pages (5 pages of text)
Product Type:
Case (Pub Mat)
Source:
Ivey
In 2016, ALDI Stores (Aldi) in Australia posted its first downturn in annual growth since it opened in 2001. The German discount grocery store had been on a steady climb towards a top position among competitors such as Coles Supermarkets Australia Pty. Ltd., and Woolworths Limited. Amazon Inc. and Lidl Stiftung & co. KG, another German competitor, had begun to take steps towards entering the Australian market. What can Aldi do to ensure its continued success and retain its market share?
Learning Objective:
This case is ideal for use in both undergraduate and graduate courses on marketing management, strategic management, and branding. Through completion of the case students will have learned about
  • private-label branding and shadow branding;
  • value creation for cost-conscious customers; and
  • competing brand strategies within the same market segment.
Issues:
Disciplines:
Marketing,  Entrepreneurship,  International
Industries:
Retail Trade
Setting:
Australia, Large, 2016
Intended Audience:
Undergraduate/MBA
Price:
$4.25 CAD / $4.25 USD Printed Copy
$3.75 CAD / $3.75 USD Permissions
$3.75 CAD / $3.75 USD Digital Download
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