International Brand Expansion of Aldi

Essay from the year 2019 in the subject Business economics - Miscellaneous, grade: 1.0, University of Lincoln, language: English, abstract: This report is concerned with the Germany-based discount supermarket chain Aldi. As the retailer is seeking to further internationalise their business, the Finnish market is analysed as a potential market for Aldi to enter. The method of the analysis includes a PESTEL analysis, industry structure analysis on the basis of Porters Five Forces as well as a SWOT analysis. The conducted research reveals that on one hand, a high level of rivalry, low recognition of discounters as well as many sparsely populated regions represent particularly considerable barriers. On the other hand, there is a great potential for the discount concept of Aldi, due to increasing prices and high price-sensitivity of the Finish consumers. The report evaluates this range of factors and concludes that Aldi could implement their concept successfully in the Finish grocery sector by adapting their business to the Finish culture.