英国食品杂货行业是全球最成熟和最具竞争力的行业之一，然而这种行业的动态变化迅速。尽管阿尔迪大举进军英国杂货市场，并占据了相当大的市场份额，但人们无法否认，不断变化的商业世界的动态会阻碍这种增长。人们也不能否认这样的事实，即竞争对手也在努力增加他们的市场份额和开发资源。虽然Aldi已经成功的进入了Waitrose, Cooperative, Morrison’s的竞争中，但是Tesco, ASDA, Sainsbury的市场份额相对较高(Table -1)。此外，Lidl和Poundland的折扣产品市场策略与Aldi类似。在这种你死我活的竞争中，既要提高市场占有率，又要保持市场占有率，是一个很大的挑战。在他们的研究中强调产品质量是市场份额最重要的决定因素之一。Thirkell 研究发现，服务质量和服务增加值与企业绩效之间存在正相关和高相关关系。考虑到类似的问题，我们可以建议提高质量，以使领先超市面临更激烈的竞争。然而，这种方法也有风险，因为业务策略的频繁变化可能导致对业务的监视和控制失控。缺乏明确战略的企业往往在客户定位方面面临困难。然而，Aldi在提供增值服务方面有很大的空间。网上购物设施就是这样一种增值服务。在今天的互联网时代，送货上门以及“点击提货”服务很容易实现，因为其他主要超市也在提供这类服务。
The UK grocery industry is one of the most established and competitive globally, however dynamics of such industry change rapidly (KPMG, 2014). In spite of Aldi’s great stride in entering the UK grocery market and taking over a significant market share, one cannot deny the fact that the dynamics of ever changing business world can hurdle this growth. One can also not deny the fact that the competitors are also working towards increasing their market share and exploiting the resources. Though Aldi has managed to reach in to the competition with Waitrose, Cooperative and Morrison’s, the market share of Tesco, ASDA and Sainsbury’s is comparatively very high (Table -1). Also Lidl and Poundland have a similar market strategy of discounted products as Aldi. In such cut throat competition it is challenging to not only enhance the market share but also merely maintaining it. Morgan et al., (2004) in their study have emphasised on product quality as one of the most important determinants of market share. Thirkell and Dau, (1998) revealed that quality and add on services have positive and high correlation with business performance. Thinking on the similar lines, one can recommend the quality enhancement to give a tougher competition to the leading supermarkets. However there is a risk associated with that approach as frequent changes in the business strategy can lead to loss of grip on the monitoring and controlling of the business. Businesses with a lack of clear strategy often face difficulties in customer targeting (Lancaster et al, 2002). However Aldi has a great scope in providing value added services. Facility of online shopping is one such value added service. Home delivery of the shopping items as well as ‘click and collect’ services can be easily implemented in today’s internet era as the other leading supermarkets are also offering such services.