ALDI SWOT Analysis
Here is a detailed SWOT analysis of ALDI covering strengths, weaknesses, opportunities and threats.
ALDI is a supermarket chain that was founded in 1946 in Germany by 2 brothers Karl Albrecht and Theo Albrecht who started off by taking over their mother’s store which was started in 1913. ALDI stands for Albrecht Discount and consists of 2 main groups ALDI SUD and ALDI NORD, each owned by Karl and Theo respectively with independent operations in different markets. ALDI has transformed itself from a small business to a globally renowned supermarket chain with an annual turnover of more than $90 billion, employing over 1,00,000 people in its 11,000 stores which are spread across 20 countries. Let us start the SWOT Analysis of ALDI below.
ALDI Strengths
- ALDI offers top quality products at affordable prices
- Offers a wide variety of product portfolio at its stores
- ALDI has a strong presence in Germany with over 2500 stores
- Keeps the operating costs low which helps the company with better margins
- Internationally ALDI has around 10,000 stores in Europe and other countries
- Has operations in over 15 countries worldwide
- 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
- ALDI is still relatively small as compared to other brands
- Hasn’t been able to impact globally as there are a few other chain stores
- 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
- ALDI retail needs to invest more in advertising to beat competition
- Expanding into growing economies like Africa, Asia etc
- 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.
Read more about ALDI
ALDI Threats
- ALDI cannot cater to shoppers looking for a ‘complete shopping experience’
- Other retailers who have thousands of different SKUs.
- Private label brands of ALDI can be tossed away by established brands.
- 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.
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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 | |
| 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. |
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