"We are confident these changes will be effective in making our stores easier to shop in and better positioned to delivering the low prices, quality and good value customers tell us they want." The grocer is bidding to cut costs in the face of fierce competition from discount duo Aldi and Lidl. Asda's big four rivals, Tesco, Sainsbury 's and Morrisons, have also trimmed their workforces in recent years as they face into a rapidly changing grocery market that has been gripped by food price deflation, changing consumer habits and the rise of online shopping. Asda cut 1,360 jobs under a radical shake-up of its management structure in July 2014, but admitted earlier this year that it had to "further change the way we do business" in order to adapt to the changing landscape.