The layouts are terrible, the structures often inappropriate, and the staff are largely worthless. I can see where their margins are made. At this point, 'Aldification' means little more than making something cheap and nasty.
I thought we are business people here, discussing a development in the world of retail. That is a rather silly and inaccurate way of looking at a development in the market. (Or are you suggesting that Marmite at Lidl or potatoes at Aldi are cheaper and nastier than at Tesco, that a management trainee at £40k with a 2.1 in a science subject is worthless and that Aldi has achieved over 30% growth through inappropriate structures?)
Aldification is happening all over the place. It is when a private company with little or no debt goes for limited range and low margins, to build up real equity over many decades. One German music shop owner even has a large Aldi sign in his office, to reinforce the message that he is discounting and building value.
US-based PE companies are also following this model. They avoid debt and as a consequence, can only grow slowly, but that growth is real.
I can think of one software company that is owned by one person, that sells a complete package that is certainly as good or perhaps better than the competition (who charge about $1,000). His price is $60. The R&D is all based on well-paid freelancers, he indulges in no marketing other than word-of-mouth, has no regional offices and relies on user groups for tech support.
The main competition is loaded with debt, has nearly 2,000 staff, 27 offices around the World and has an executive suite that trousers over $20m p.a. and the usual gaggle of shareholders and board of governors - and is losing money!
The whole point of Aldifying the market is to realise two things -
1. That the customer knows that one or two types of sugar at low prices and left in their boxes and on pallets are every bit as sweet as 17 different brands at high prices and carefully arranged and displayed.
2. Profits lead to growth and growth based on profit leads to company value.