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Our strategy
Ahold's strategy for sustainable profitable growth is
designed to accelerate identical sales growth,
improve returns, and build on our strong foundation
to create value for shareholders. The strategy
focuses on five areas:
Portfolio
Growth
Organization
Financial targets
Corporate responsibility
Our portfolio
Growth strategy
Group at a glance
We operate food retail businesses in Europe and the United States. Our objective is to be
number one or two in each market and to have clear prospects for sustainable profitable
growth. In November we announced that Giant-Carlisle would acquire Ukrop's, a leading
local food retailer in Richmond, Virginia, which is a new market area for Ahold. In addition,
Stop Shop announced the purchase of five former Shaw's stores in Connecticut, a move
that further strengthens our market-leading position.
To achieve our growth objectives, we have transformed our retail banners into powerful
local consumer brands through repositioning programs that have improved the price,
quality and service we provide to our customers.
Our focus remains on:
Product and service offering
All of our operating companies are improving their assortments, including their private
label product lines, to give customers better value and choice. We are also making
shopping easier for customers by providing more convenient products and services
and by improving the customer experience with new store formats and technology.
Everyday competitive prices
We are improving everyday value for customers by investing in price and increasing
our range of private label products so customers have a wider selection of price levels
to choose from.
Understanding our customers
We gather and analyze detailed customer data to deepen our understanding of customer
behavior. Having a clear understanding of consumer trends and customer needs enables
us to see changing patterns, respond to them, and develop targeted strategies. We are
able to maintain our competitive advantage by understanding and serving our customers
better than the competition.
Ahold Annual Report 2009 7
