Good point re margin VH.
I think margin is the challenge. IMO Woolies has done the right thing by lowering prices. What they now need to do is re engineer their process to a lean model to reduce costs to get back that margin. I think it's fair to say that Woolies is not the leanest of machines so I'm optimistic they can do it, but expect this will take some time.
Aldi marketing, page-55
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