ALDI SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 26623

SWOT Analysis of ALDI with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company

ALDI Einkauf GmbH & Co. oHG


Retail Industry


Lifestyle and Retail

Tagline/ Slogan

Spend a little, live a lot


Sells at affordable prices maintaining top quality products.



People looking out to purchase grocery at competitive prices.

Target Group



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


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


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


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


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.




The table above concludes the ALDI SWOT analysis along with its marketing and brand parameters.


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