This report provides a comprehensive analysis of ALDI's business strategy, examining its mission, vision, objectives, and core competencies. It delves into the factors ALDI considers when formulating strategic plans, including engagement, project management, culture, communication, and innovation. The report explores the usefulness of techniques like the BCG matrix and PIMS for strategic development and assesses ALDI's current strategic position through SWOT analysis. It also conducts an environmental audit using Porter's Five Forces model, analyzes the micro and macro environments, and highlights the importance of stakeholders. Furthermore, the report proposes a new strategic plan for ALDI, analyzes the market, and justifies the chosen strategy, considering the roles and responsibilities of employees and the resources required for implementation. Finally, the report defines SMART objectives to achieve the strategic position and concludes with a summary of findings.