This report analyzes Aldi's marketing strategy, conducts a SWOT analysis, and provides recommendations for maintaining its position as a leading discount supermarket in Australia. It discusses the key issues faced by Aldi, identifies critical success factors, and explores strategies to tackle competition from Woolworths and Coles. The report recommends diversifying product range, enhancing product quality, and expanding into potential markets. It also suggests offering loyalty card services and adding products to attract customers from different cultures.