In context to the application of strategies, Coles applies price war strategy while Aldi uses the discounting and expansion of privatelabelsproducts which have forced established industry giants like Coles to cut prices in frequently selling household products. Aldi also used new operating strategy, which focuses on expansion of fresh food offerings and bigger stores to spread the presence in the eastern seaboard. As a result, this expansion strategy of Aldi over past five years has boosted its market share and given tough competition to supermarket giants like Cole and Woolworth (Clemons, 2017). With the rapid development of Aldi in privatelabelled products, Coles introduced “Down Down” campaign which was launched in 2010 to effectively capture the slightlyincreasing market share in the privatelabelproductrates. The price warstrategy adopted by Coles can have a detrimental impact for creating deflationary pressure (Mudditt, 2017). As a result, the price war strategy gained significant buyer power in relation to many packaged foods and groceriesproduct, which customers have little option in case of Aldi. Furthermore, following its low- price model including its comprehensive private label product, Aldi is forcing Coles and other retailersto cut down its price and increase the company values. Aldi is changing the expanding grocery stores interms of easy availaibility to offer fresh food range and privatelabel products at very low prices. Thus, it indicates the grocerysupermarket is ruled by prices competition where aggressivepricing and non-pricing strategies are followed by companies to increase sales and market share of the firm.