The article printed in the Wall Street Journal on September 21, 2017 called How Grocery Giant Aldi Plans to Conquer America: Limit Choice. The speed with which Aldi grew was due to the fact that its creators managed to come up with stores that would completely satisfy the purchasing habits of the inhabitants of post-war Germany. To keep prices for products with a minimum mark-up (now it is considered that it does not exceed 12%), it was necessary to reduce the cost of any operations. And Albrecht did it like no one else. The price of products has already been discounted, as opposed to competitors who issued coupons for a discount for the next purchase. Albrechts did not advertise their stores, believing that low prices and so entice customers. Businessmen always saved on staff, in addition, until a certain time in Aldi stores there were no price tags: instead of them there were three-digit codes, most of which sellers had to remember. …show more content…
The company has always developed at its own expense, without attracting loans. In 1961, the brothers divided their growing empire into two kingdoms, Aldi Nord and Aldi Süd. Although the companies are legally divorced, they have exactly the same operations: prices, assortment, and purchases. Despite the division of the company, the relations of the brothers did not deteriorate at all. Today, the brothers are deceased, but Aldi has stayed true to the concept. They decided to keep their limited selection because it gives them an edge. Most Aldi stores stock between 1,300 and 1,600 items, depending on the country. By comparison, Wal-Mart’s Supercenters have carried around 120,000 items. Average supermarkets in the countries where Aldi operates now carry between 20,000 and 50,000