Essay from the year 2016 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,5, Dr. Buhmann Schule gemeinnützige GmbH, language: English, abstract: In today's society time is becoming more and more limited. People run from one point to another, do many things at the same time and pay less attention to the important things in each's life. While shopping for their groceries the customer's mind is already somewhere else and the variety and quantity of the products in a supermarket are overwhelming. Many groceries used this circumstance to their advantage, and out of it created their principle of discount shopping. The basic idea of this system has its origin in the es-tablishment of Aldi in 1913. They have the idea to make the life of customers easier by keeping shopping as uncomplicated and simple as possible. This concept has proven itself: Aldi is among the most successful discounters worldwide. The aim of this paper is to carry out a SWOT analysis on the basis of Aldi Süd with defining the company's internal strengths and weaknesses and its external opportu-nities and threats. Therefore, at the beginning the company will be presented and the SWOT analysis will be integrated in the concept of the strategic management. On the back of this a recommendation for the company will be created, referring to actual transitions of the brand Aldi.