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ALDI SWOT Analysis

Here is a detailed SWOT analysis of ALDI covering strengths, weaknesses, opportunities and threats.

Published by MBA Skool Team in Lifestyle and Retail category Read time:

ALDI Strengths

  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

Above are the strengths in the SWOT Analysis of ALDI. The strengths of ALDI looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

ALDI Weaknesses

  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

These were the weaknesses in the ALDI SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

ALDI Opportunities

  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

Above we covered the opportunities in ALDI SWOT Analysis. The opportunities for any brand can include prospects of future growth.

ALDI Threats

  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

The threats in the SWOT Analysis of ALDI are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the ALDI SWOT analysis.

About ALDI

The table below gives the brand overview along with its target market, segmentation, positioning & USP

ALDI Overview
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
Segmentation

People looking out to purchase grocery at competitive prices.
Target Market

Households and individuals
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.


This article has been researched & authored by the Content & Research Team which comprises of MBA students, management professionals, and industry experts. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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