... discounter as Lidl, direct competitor of Aldi. Thus, French consumers have a wide selection of shops to go to the shopping. As well it is difficult for a new brand to establish itself in France nowadays. Facing big brands, it is interesting to see which place has Aldi as a hard-discounter. After hesitating with the Moroccan market, at last I have chosen the French environment because of the fact that I always lived in France, so I know the French market more than the other markets in the world. And to explain why I have chosen Aldi, I would say that I am very interested by the hard discount and its success the last few years. Firstly, I am going to analyze the external environment of Aldi thanks to PESTEL and Porter's five forces. This part will summarize too the opportunities and the threats. Secondly, the next part will include ...

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