Tesco has a loss in market share in the UK going from 31.6% in 2007 to 28.9% in June 2014, according to Kantar Worldpanel. Profit margins of 6% a few years ago have dropped to an expected 4% in 2014, according to Bernstein. Tesco is losing out to more competitive discount retailers such as Aldi and Lindl. For larger spending shoppers Tesco does not have the same appeal as rival chain Waitrose. CEO Philip Clarke, who took over in 2011, resigned in July 2014. Dave Lewis, executive at Unilever, will replace Clarke. Tesco's share price has dropped by 30% since March 2011, when Mr. Clarke became CEO. Lewis is expected to come up with a new strategy. Tesco does not have the cost structure to compete with the discount retailers such as Aldi, which should lead to a different approach. The current approach of only making Tesco marginally better to compete with established discounters is not working.