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Summary of Price Wars

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Summary Of Price Wars
Product & Price Strategy
Summary Of Price Wars
Product & Price Strategy

Summary Of Price Wars: How To Avoid The Death Spiral Of Permanently Lost Profit, Declining Value And Heightened Price Sensitivity
Why to avoid price wars * Reducing prices is not a sound strategy unless you have a 30%+ cost advantage. * Slashing prices is the easiest strategy to copy. * Competitors respond in a day or two to any price move. * A 10% drop in US cigarette prices would need to lead to a 50% increase in volume (assuming unchanged costs) for Trading Profit to be unchanged. This implies a price elasticity of 5. The US Tobacco Policy Research Study Group (which is anti-tobacco) estimates the elasticity as 0 .2 to 1 .4. * Price psychology and price recall show the lowest price is remembered longest. Therefore the low prices in a price war influence a consumer's perception of what is a "reasonable" price long after the war ends. * Consumers become sensitive to price at the expense of value and benefits. * Even if a weak competitor succumbs (and the regulators/courts do not construe illegal predatory pricing) the capacity often stays.
Preventing and avoiding price wars should have a high strategic priority. Price wars destroy huge chunks of company and industry profits, and rarely provide a business with sustainable advantage. They undermine the consumer base and seldom alleviate an industry's structural or capacity problems.
What really causes price wars? * The main sound strategic rationale is that if a company makes an investment in new technology that slashes its costs, it can then lower prices to gain share and to block competitors from acquiring the same technology. * Other rationales tend to be as a result of a misjudgment or misunderstanding of how competitors or consumers will respond. * Some industries

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