In some trade journals experts characterise the internationalisation process of Lidl as ‘fast’ and ‘pushing’, whereas the internationalisation of Aldi is described as a ‘slow’ and ‘wellconsidered’ process. Do you agree with the experts? Identify reasons for the ‘fast’ and ‘pushing’ internationalisation of Lidl, and for the ‘slow’ and ‘well-considered’ internationalisation of Aldi.

Until 2009 Lidl restricted its internationalisation to countries within Europe. Aldi, in contrast, decided to open stores in Europe, Australia and the USA. What are the advantages and disadvantages of Aldi’s strategy? Which strategy would you recommend to Lidl in terms of its geographical presence over the next five years?