In the UK, the rise of the discount supermarket Aldi has attracted more customers, sales and market share in recent years, and is seen as a major disrupting force in the supermarket sector, according to this article:

https://www.theguardian.com/business/2019/mar/05/long-read-aldi-discount-supermarket-changed-britain-shopping

Based on this discussion and economic theory, draw an appropriate diagram using relevant isocost lines to illustrate and explain in some detail how Aldi's business model is receiving Schumpeterian (innovation) rents over its key competitors. Use hypothetical data (rough guesses) relying on intuition. Refer to key sentences and ideas from the article where relevant to support your analysis.

[Type answer in 500 words or less] [8 marks]