After the mistake Tesco made, they started losing their market share, so competitors were trying to gain what Tesco was losing, and they did. Lidl, for example, increased sales by 10%, which poses a big threat to Tesco because other companies are taking Tesco's place in the market. In the United States and Australia there are some stores that sell products at very low prices regardless of their quality. This has been very difficult for Tesco to manage because they cannot compete with this amount of discounts. At the same time, Tesco is trying to return to its former position, but its competitors are using Tesco's fall to their advantage by expanding more and bidding so they can gain higher market shares. For example, Sainsbury, Asda and Morrisons are investing more and at the same time expanding to take Tesco's place and prevent Tesco from going back to the way they were.