COMPANY PROFILE -Aldi
Business Sector :Retail
Operating Geography :Germany, Europe, Global
About Aldi :
Aldi is a family-owned company, started by Karl and Theo Albrecht, that operates as a retail chain across the globe. The ownership is divided into two parts since 1960, which is through Aldi Nord, which operates in northern Germany and Aldi Sud which operates in the Southern part. Both the companies use ‘Aldi’ as a brand name across the globe. Aldi is known for being a discount leader in Germany and the international market. The company operates with a decentralized structure. For Aldi North there are 35 regional companies that operate in Northern, Eastern and Western Germany. Each of these is represented by a managing director. Same structure is followed by Aldi South which owns 32 regional companies in Germany. Aldi as a company has a total of 4500 stores in Germany and 2000 stores in USA. The other countries that Aldi operates in are Denmark, UK, France, Portugal, Spain, Poland, Australia, China, Hungary, Switzerland, China, Italy, Austria, and Slovenia. Only Germany and USA are the two countries where both the Aldi companies operate. More than 80% of the retail customers in Germany shop at Aldi. The biggest rival of Aldi is Lidl. Aldi operates more than 10000 stores across the globe. Aldi has often been ranked among the top five retail chains of UK. The UK retail chains struggle to compete with the pricing of Aldi. Currently it has around 874 stores in UK which it plans to expand to 1,200 by 2025. Aldi is known for staple items such as food, beverages, toilet papers and sanitary articles. For majority of product categories Aldi offers its private labels. These brands mostly produce the products that are like other major brands. For this Aldi has been criticized by many retailers and customers. Aldi uses minimal advertisements which are only used to inform the price drops for products, as they believe the marketing expenses saved can be passed on to the customers.
Due to the Covid crisis Aldi has started giving the curb side pickup option as well as home deliveries in some areas. But the company believes in its discount pricing model and is expanding the store network rapidly. The company operates with high efficiency to maintain the costs. It is better positioned to survive the crisis as it offers necessary food items at the minimum price which has been the consumer focus lately.
Aldi Revenue :
Euro 12,969 million - FY ending 28th May 2020 (y-o-y growth 10.36%)
Euro 11,752 million - FY ending 28th May 2019
Competitive Analysis of Aldi
The SWOT analysis for Aldi is presented below in a matrix followed by the detailed analysis report:
| Strengths | Weaknesses |
1. Dominant position in Germany
2. Leader in discount-based pricing
3. Decentralized structure of store chain beats local competition
4. Successful expansion outside Germany | 1. Poor service experience in stores
2. Lack of e-commerce capabilities
3. Controversies that demean company image |
| Opportunities | Threats |
1. Increasing popularity of curb side stores to help in expansion
2. Investments into smart stores
3. Introduction of IoT in supply chains | 1. Discount store growth slowing down due to saturation in markets
2. Price wars resulting in low margins
3. Intense competition from foreign retailers
4. Possible defamation due to false advertising litigation |
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Detailed SWOT Analysis of Aldi
Strength
This section is available only in the 'Complete Report' on purchase.
Weakness
This section is available only in the 'Complete Report' on purchase.
Opportunity
1. Increasing popularity of curbside stores to help in expansion: The curbside pickup method has become popular during the pandemic as it gives the consumers a chance to have a short car drive as a recreation. With this it is also easier to comply with the social distancing measures. The physical retail stores are finding it easier to survive due to this trend. There is no requirement of any additional investments which would otherwise be required in moving towards e-commerce. In the USA, where Aldi has more than 2000 stores across 36 states, more than 50 top retail chains have adopted this strategy. Aldi is expanding by extending the curbside pickup service to additional 500 stores in the US. The total Aldi stores offering the service will become around 1,200 after this expansion. Retailers expect that this consumer trend due to a developed habit, will remain even after the pandemic is over.
2. Investments into smart stores: The smart stores are equipped with digital technology such as QR codes and digital log of the inventory. These QR codes help the customers look for available products in the stores and check out any past reviews for the product bought from the store. Finally, the customers pay for the products that they want to buy. Based on this transaction a digital log can be maintained for the available inventory as well as the required rate of replenishment of such inventory. In 2017, Aldi invested $6 billion in digitization of its stores across the globe. The smart stores from Aldi are expected to have shelf stacking and floor cleaning robots. Apart from this, use of other IoT devices can help in efficient operations of the stores.
The remaining section under "Opportunity" is available only in the 'Complete Report' on purchase.
Threat
This section is available only in the 'Complete Report' on purchase.
The PESTLE analysis for Aldi is presented below in a table followed by the detailed analysis report.
| Political | Economical |
| 1. VAT cut will encourage consumption | 1. High disposable income due to pandemic curbs |
| Social | Technological |
1. Increased health consciousness affecting food retail products
2. Growing demand for organic food
3. Presence of numerous retailers resulting into fading customer loyalty
4. Meat alternatives booming in Europe | 1. Automated warehouses to increase efficiency
2. Predictive analytics for optimized inventory management |
| Legal | Environmental |
1. Tightening of agri-produce procurement regulations
2. Copyright issues to obstruct sales | 1. Emerging bans on plastic packaging
2. Carbon neutral operations helpful in environmental compliance |
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Detailed Pestle Analysis of Aldi
Political
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Economic
This section is available only in the 'Complete Report' on purchase.
Social
1. Increased health consciousness affecting food retail products: Consumers are becoming increasingly aware of health and nutrition achieved through the food items consumed. The trend was accelerated by the advent of the Covid-19 pandemic. It has been found that the consumers are foregoing their traditional preference for low price when looking for health and wellness related products. The burgeoning of different mobile applications and health related websites/blogs, that increase knowledge about nutrition are driving demand for nutritional food products. Customers expect better reporting regarding the sources and content of the food products. To cater to these developments, the German food association has developed a nutria-score. This clearly indicates nutrients and calories contained in the pack. The products that offer vitamins to boost immunity are seeing soaring demand. Supermarket chains like Aldi are popular for quality food products at minimum prices. This shifting of gears towards nutritional food products will trigger tailwinds for retailers like Aldi.
The remaining section under "Social" is available only in the 'Complete Report' on purchase.
Technological
This section is available only in the 'Complete Report' on purchase.
Legal
This section is available only in the 'Complete Report' on purchase.
Environmental
This section is available only in the 'Complete Report' on purchase.
Major Brands :
- liveGfree
- SimplyNature
- Specially Selected
- Fit & Active
- Little Journey
- Mama Cozzi’s
- Parkview
- Kirkwood
- Sea Queen
- Little Salad Bar
- Appleton Farms
- Bake House Creations
- Carlini
On purchase the Aldi SWOT and PESTLE Analysis PDF report will reach you within minutes. At rare times, a slight delay not exceeding 4 hours might be caused.
TABLE OF CONTENTS
DELIVERY AND FORMAT
WHY CHOOSE US?
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| Aldi Porter's Five Forces Analysis |
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| Aldi Covid-19 Impact Analysis |
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| Aldi Segmentation, Targeting and Positioning (STP) Analysis |
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| Aldi Ansoff Matrix Analysis |
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Check Out Analysis of Other Relevant Companies
References used in Aldi SWOT & PESTLE Analysis Report
1. Die Unternehmensgruppe ALDI Nord – Alles über die Organisation - https://www.aldi-nord.de/unternehmen/ueber-aldi-nord/die-unternehmensgruppe-aldi-nord.html
2. What Aldi’s Expansion Plans Tell Us About The Current State Of Retail - https://www.forbes.com/sites/natalieberg/2019/09/17/what-aldis-expansion-plans-tell-us-about-the-current-state-of-retail/?sh=52144e9f116f#:~:text=fraught%20checkout%20experience
3. Aldi plans to add 100 new stores in the U.S., expand curbside pickup - https://www.cnbc.com/2021/02/10/aldi-plans-to-add-100-new-stores-in-the-us-expand-curbside-pickup-.html
4. All Digital at ALDI: Fast Times in Supermarket Tech - Technology and Operations Management - https://digital.hbs.edu/platform-rctom/submission/all-digital-at-aldi-fast-times-in-supermarket-tech/#:~:text=ALDI%20is%20also%20beginning%20to%20make
5. Post COVID-19: price war intensifies in Germany - https://retailanalysis.igd.com/news/news-article/t/post-covid-19-price-war-intensifies-in-germany/i/26198
The detailed complete set of references are available on request in the 'Complete report' on purchase.
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Aldi SWOT and PESTLE analysis has been conducted by Mohit Harishchandra Deshmukh and reviewed by senior analysts from Barakaat Consulting.
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