ALDI SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 18602
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SWOT Analysis of ALDI with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

ALDI

Parent Company

ALDI Einkauf GmbH & Co. oHG

Category

Retail Industry

Sector

Lifestyle and Retail

Tagline/ Slogan

Spend a little, live a lot

USP

Sells at affordable prices maintaining top quality products.

STP

Segment

People looking out to purchase grocery at competitive prices.

Target Group

Households

Positioning

Aldi is a place which people reckon more with its private labels. Having strongly placed in Germany, it is now trying to firmly place itself internationally.

SWOT Analysis

Strengths

1. Claims to serve top quality products
2. Offers at very affordable prices
3. Strong presence in Germany with over 2500 stores
4.Keeps the operating costs low
5. Internationally has around 8000 stores in Europe and other countries
6. Has operations in over 15 countries worldwide

Weaknesses

1.Still relatively small as compared to other brands

2. Hasn’t been able to impact globally as there are a few other chain stores

3. Sometimes allegedly regarded as a store for cheap and low quality items

Opportunities

1.Needs to invest more in advertising to beat competition
2. Expanding into growing economies like Africa, Asia etc

Threats

1.Cannot cater to shoppers looking for a ‘complete shopping experience’
2.Other retailers who have thousands of different SKUs.
3.Private label brands of ALDI can be tossed away by established brands.

Competition

Competitors

1. LIDL



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