kathrin metzger

Seminar paper from the year 2014 in the subject Business economics - Company formation, Business Plans, grade: 70, Loughborough University, language: English, abstract: This analysis intends to look into how Aldi started out in Germany and how the company expanded not only within Germany, but also its worldwide expansion specifically that of Aldi Süd and its entry into the UK and Australian markets. It will start by giving an overview of Aldi as a company, how it operates and its history. The analysis will be conducted with the help of the Bartlett and Ghoshal Framework that will be introduced in the literature review, but also through ascertaining how culture theories by Hofstede, Trompenaar and Lewis apply. The objective of this analysis is to identify how Aldi Süd overcame the challenges that come with expanding and operating on an international basis and identify whether the company is international, global, multinational or transnational according to Bartlett and Ghoshal. In this context the cultural theories will also be used to assess the cultural issues Aldi was confronted with by expanding internationally more specifically when entering the UK and Australia and how Aldi dealt with these issues.