Paul Harvey [P], Andrew Hawes, Tim Murray and John Darcy helped write the Beating the Discounters paper. In the paper, the bulk of the content discusses how discount stores like Aldi and Asda have been able to dominate areas of the market previously occupied by grocers like Tescos or Aldi. The report finds that discount grocers lose points in terms of taste with a limited reach in terms of geography. I suggest you give the paper a read – Google ‘Beating the Discounters’. A few interesting areas include: -Supply chains and Stock units being held at discounters -The prevalence of taste and variety of choice -I felt the discussion under Perception of Experience, which discussed the layout of milk in the US to allow consumers to view other products was interesting. -For some reason, ASDA Salmon is really quite good. -Question to ask: how has the pandemic changed the game? Online retail presumably affected the share of leading grocers, as location and habits/familiarity are one of the main factors of grocery choice.