1. The Austrian Retailer
Mareike Kerschbaum, Richard Dobisek, Lisa Sattler

2. 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”

3. 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

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

8. Lineight by Hofer

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

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

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

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

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

14. Sources www.hofer.at www.hoferreisen.at www.aldi.de www.aldi.com

15. Thank you!
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