ALDI SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: April 26, 2020

SWOT analysis of ALDI analyses the brand/company with its strengths, weaknesses, opportunities & threats. In ALDI SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like ALDI to benchmark its business & performance as compared to the competitors and industry. As of 2020, ALDI is one of the leading brands in the lifestyle and retail sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top ALDI competitors and includes ALDI target market, segmentation, positioning & Unique Selling Proposition (USP).

ALDI SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
ALDI Brand Analysis
Parent Company

ALDI Einkauf GmbH & Co. oHG

Category

Retail Industry

Sector

Lifestyle and Retail

Tagline/ Slogan

Spend a little, live a lot

USP

ALDI sells at affordable prices maintaining top quality products.

ALDI STP
ALDI Segmentation

People looking out to purchase grocery at competitive prices.

ALDI Target Market

Households and individuals

ALDI 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.

ALDI SWOT Analysis
ALDI Strengths

Below are the Strengths in the SWOT Analysis of ALDI:

1. ALDI offers top quality products at affordable prices

2. Offers a wide variety of product portfolio at its stores

3. ALDI has a strong presence in Germany with over 2500 stores

4. Keeps the operating costs low which helps the company with better margins

5. Internationally ALDI has around 10,000 stores in Europe and other countries

6. Has operations in over 15 countries worldwide

7. More than 100,000 people are employed with ALDI worldwide

ALDI Weaknesses

Here are the weaknesses in the ALDI SWOT Analysis:

1. ALDI is 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

ALDI Opportunities

Following are the Opportunities in ALDI SWOT Analysis:

1. ALDI retail needs to invest more in advertising to beat competition

2. Expanding into growing economies like Africa, Asia etc

3. Re-positioning itself as an affordable brand rather than a cheap-products company can boost its business

ALDI Threats

The threats in the SWOT Analysis of ALDI are as mentioned:

1. ALDI 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.

4. Government policies & taxation can affect business margins

ALDI Competition
Competitors

Below are the top 10 ALDI competitors:

1. Carrefour

2. Tesco

3. LIDL

4. Walmart

5. Target Corporation

6. Amazon

7. Costco Wholesale

8. Coles Group

9. Woolworths

10. Sams Club


This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to ALDI. The BrandGuide section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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