ALDI SWOT Analysis, Competitors & USP

Posted in Lifestyle and Retail, Total Reads: 35159

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


ALDI sells at affordable prices maintaining top quality products.



People looking out to purchase grocery at competitive prices.

Target Group

Households and individuals


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


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of ALDI. Strengths are:

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


Here are the weaknesses of ALDI :

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


Following are the Opportunities of ALDI :

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


The threats 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


Below are the 10 main ALDI competitors :

1. Carrefour

2. Tesco


4. Walmart

5. Target Corporation

6. Amazon

7. Costco Wholesale

8. Coles Group

9. Woolworths

10. Sams Club

The brandguide table above concludes the ALDI SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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