The Austrian Retailer Hofer( 유럽 유통 기업.결국 aldi 계열)

The Austrian Retailer

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

2002  Launch of organic brand “Natur aktiv”

Company history

2003  Hofer as a travel operator

2005  Market entry in Slovenia and Switzerland

2005  Hofer as a mobile phone discounter 

2006  New organic brand 

      “Zurück zum Ursprung” 

2007  Market entry in Hungary and Greece

Market Share Retailers in Austria 2006

Number of Retail stores 2006

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

Expanding in services

 Travel industry

 E-tailing – Photoservice

 Insurance services

 Electronics and mobile (cell) retailing

 Petrol station services

 Hofer Lineight

 BSCI

SWOT - Strengths

 Low-cost pricing

 Simplified store structure and organization – “Inventory Stores”

 Market leader among discount retailers

SWOT - Weaknesses

 Lack of known brands

 Products offered just in large quantities

 Small product range variety

 Weak promotion-mix

SWOT - Opportunities

 Rapid growth of discount retailing segment in Austria

 Shifts in target markets – Crisis

 Change of consumer behavior

SWOT - Threats

 Tough competition 

 Discretionary income decrease can reduce sales