2 www.ahold.com/reports2008
Our strategy
Our business model
f Allocate capital
to new growth
Drive identical J
sDarlievse gidroewnttihcal
W Build strong consumer brands
f Improve price positioning
L Improve product and A
service offering
We operate from two
continental platforms,
Ahold Europe and
Ahold USA.
Allocating capital for growth
Lowering cost base
Building strong consumer brands
Driving identical sales growth
AHOLD ANNUAL REPORT 2008 I 7
Ahold is a group of supermarket companies based in the United States and Europe.
We win the loyalty of customers in each of our markets by providing products and
services they want at prices that are competitive with all food channels.
Lower cost base
We continue to grow in areas where we can achieve an attractive return. We are
improving our existing store formats and opening innovative new format concepts
in many of our markets.
We are reducing costs by simplifying all aspects of our business, including store
operations, shrink, logistics, energy usage and overhead. We have also taken a
rigorous approach in dealing with underperforming stores. We continue to build
on our continental sourcing strategy.
We are building powerful consumer brands in each of our markets by delivering
on the promises we make to our customers every day.
Our brand positioning and customer offering are increasing customer loyalty,
winning new customers and driving identical sales growth in our businesses.
