Case | HBS Case Collection | February 2014 (Revised December 2016)

Aldi: The Dark Horse Discounter

by Eric Van den Steen and David Lane


In 2013, Aldi—the world's 8th largest retailer—planned to accelerate its US expansion. Aldi was a German-based hard discounter that sold a limited assortment of private-label groceries and household items in barebones stores. Despite its presence with 1200 stores in 32 states, Aldi was still relatively unknown in the US. But it was often cited as one of the reasons for Walmart's exit from Germany. Could it compete with Walmart in the US, Walmart's home market?

Keywords: Competitive Advantage; Competitive Strategy; Strategy; Value Creation; Values and Beliefs;


Van den Steen, Eric, and David Lane. "Aldi: The Dark Horse Discounter." Harvard Business School Case 714-474, February 2014. (Revised December 2016.)