Case Study Ahold

1089 Words5 Pages
Cise 7 Ahold: The Biggest : i Nevei Heardrof ' Supermarket Retailer You Have ' In 1887; Z2-year-old Albert Heijn took over his father's small grocery store near Zaandam, \\lest Holland. His strategy for growing the family business was to offer quality products with excellent customer service at the lowest prices. Now, I l8 years later, Ahold (an abbreviation of Albert Heijn Holding) is the world's second-largest food retailer. It operates 1,600 stores in 27 countries, with 2003 sales greater than $56 billion. But its name is not.on a single store it owns. Alrold USA'$retail operations,comprise Stbp & Shop, Giant-Landover, Giant-Carliste, Tops, Bi-Lo, Bruno,s, and Peapod. All six retail-operating companies are located along the U.S. eastern seaboard. Thi retail stores combined serve,approximately 20 million customers every week, and Ahold USA employs over 170,000 people. Almost 60 percent of Ahold worldwide sales are generated in the United States. Ahold also operates under 26 different names in Europe, America, Asia, and Latin America. It uses l0 different formats for its stores, ranglng from tiny gas station outlets in the Netherlands to 150,000-square-foot hypermarkets in northern Brazil. The company refers to its strategy as "multilocal, multiformat, multichannel.- "Our culture is first and foremost the culture of the local operating company," says Cees van der Hoeven, Ahold's 54-year-old CEO. "What makes Ahold unique is that we're perceived by our customers as the local guy." Very few iustomers at a BrtmoS'supermarket in Alabama or a Disco store in Argentina realize that their store is part of a global retail giant headquartered in the Netherlands. : Casa G!15 Wal-Mar{-and'Ca;refour, the first- and third-largest food retailers, use a different-approach; From Paris to Shanghai, all Carrefour.stores look the same and have iderrtical layoutq (to

More about Case Study Ahold

Open Document