Aldi SWOT analysis – SWOT analysis of Aldi

Aldi SWOT analysis – SWOT analysis of Aldi: Aldi is a collection of discount stores owned by Einkauf GMBH. It is a chain that boasts around 10,000 stores in 20 countries and is renowned for its wide selection of discount and affordable items. The variety of items offered by Aldi includes groceries, wines, special buys, everyday assortments, and garden items.

The discount store chain that was initially established in the late 1920s by two brothers Karl and Theo Albrecht is now comprising two major divisions. Aldi Nord and Aldi Sud. Alongside Germany, Aldi operates subsidiaries throughout The United States, various parts of Europe, Great Britain, Australia as well as China.

The company, which was founded in 1913, as a food store quickly gained popularity and transformed into one of the leading brands retailing across the region. With a profit in excess of 70 billion USD in 2015, the chain of supermarkets is an overall market share of approximately 6.9 percent globally. The chain employs 160,584 individuals across the globe.

Aldi fun facts: The story of Aldi dates back to Essen, Germany, in the 1940s, when brothers Karl and Theo Albrecht returned from prisoner-of-war camps in World War II and began operating their mother’s food store. The business, which was named Aldi for “Albrecht Discount,” grew to over 300 stores in Germany by 1960.

About Aldi – SWOT analysis of Aldi

SWOT analysis of Aldi

[wp-svg-icons icon=”office” wrap=”I”] Company : Aldi

[wp-svg-icons icon=”user” wrap=”I”] CEO: Jason Hart

[wp-svg-icons icon=”user” wrap=”I”] Founder:  Karl AlbrechtTheo Albrecht

[wp-svg-icons icon=”calendar” wrap=”I”] Year founded: 1946

[wp-svg-icons icon=”location-2″ wrap=”I”] Headquarters: Essen, Germany

[wp-svg-icons icon=”stats” wrap=”I”] Annual Revenue:  US$91.9 billion

[wp-svg-icons icon=”bars” wrap=”i”] Profit | Net income: $500 million

[wp-svg-icons icon=”pie” wrap=”i”] Products & Services: organic meats, fresh produce, gourmet cheeses, sustainable seafood, gluten-free products, specialty wine, on-trend items and so much more.

[wp-svg-icons icon=”globe” wrap=”I”] Website:

Aldi Competitors

[wp-svg-icons icon=”pacman” wrap=”I”] Competitors: Lidl | Walmart | Tesco | Kaufland | Kroger | Safeway | Costco | Giant Eagle | Sainsbury | Woolworths

SWOT analysis of Aldi – Aldi SWOT analysis

SWOT analysis of Aldi

SWOT Analysis Of Aldi is brand-based. SWOT Analysis of Aldi evaluates the brand’s strengths, weaknesses, opportunities, and threats. Advantages and disadvantages can be attributed to internal factors while opportunities and threats can be attributed to external factors. We will be discussing Aldi’s SWOT Analysis. Below is the detailed SWOT Analysis of Aldi.

Let’s talk about Aldi’s SWOT assessment.

Strengths of Aldi – Aldi SWOT analysis

  • Price: Discount store chains such as Aldi thrive due to the low prices they can offer to customers. A majority of the products that consumers use on a daily basis are sold in these stores for prices that are cheaper than the majority of mainstream stores, making them extremely profitable in their business.
  • Strong ecosystem: Discount chain stores often create an excellent ecosystem, which has changed the most crucial aspects of retailing food. While in the past the main competitive aspect was the price, nowadays the owner of a discount store has added more aspects to the equation like the convenience of shopping, multiple locations and the variety of products, and the short wait period for their customers.
  • The highest quality of customer service: The discount store receives plenty of support from customers and because of their extensive selection of products at a reasonable price customers prefer shopping there for the majority of their everyday necessities. The store also offers several products that are available on a regular basis and is promoted via brochures.
  • Excellent discounts: The low prices of items sold through Aldi Stores offer more savings than other stores can offer. Although they have low prices for advertised items on a rotating basis, they also offer a broad selection of products that are not advertised at affordable prices all the time. When compared to major supermarkets that operate in the same area Discount stores can offer more than 50 percent savings each month.
  • Excellent quality product mixture: Low-cost stores such as Aldi get their greatest advantage by having a robust product assortment. For Aldi, the primary element of the mixture is the general store, which makes up greater than 25% of total shelves. Additionally, they also offer premium brands that aren’t discounted, as and private brand names. But the main and most important thing about their product selection is their highly differentiated products and brands in every product category.

Weaknesses of Aldi – SWOT Analysis Of Aldi

  • Low margins: Discount businesses thrive with low margins, which is why they heavily rely on the volume of sales. Many times, they engage in unprofessional practices such as price discrimination and treat suppliers poorly to ensure their margins remain consistent.
  • Unsatisfying employees: Aldi requires high levels of productivity to remain competitive in today’s competitive market. Employees often have to work many shifts, and they are paid less than other similar jobs. This results in an enormous amount of discontent among employees, and attrition rates are extremely high.
  • Insufficient penetration of wealthy groups: Discount stores are a popular shopping destination for those with low or medium-income groups. It’s uncommon to see high-income people in Aldi and they’re yet to make it into higher-income groups despite being on the market for over 100 years.

Opportunities of Aldi – Aldi SWOT analysis

  • Customers’ preference: The needs of the customer are increasing, and so is their willingness to spend customers are more willing to pay more for services, and discount stores can charge more because they provide better services. Additionally, there are a variety of new items that are specialized, particularly specific products that offer different avenues for business.

Threats of Aldi – SWOT analysis of Aldi

  • Competition: Aldi faces a number of competitors from other players like Walmart and Best Buy and others. As online retailers such as Amazon are transforming into the realm of grocery, they are in danger of being displaced by their competitors.

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Overview Template of Aldi SWOT analysis

SWOT analysis of Aldi


Aldi’s SWOT analysis lays bare the path it may be able to follow to leverage the company’s strengths and exploit its opportunities.

On the other hand, the analysis reveals weaknesses the company must rectify and threats it must anticipate.

This is the SWOT analysis of Aldi. Please let us know if you have additional suggestions to add.

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