The cost structure

allows it

Compete on quality Co-opt contributors

Reved your strategic
intentions and capabilities The Price Sensitivity of
the category is hight

The market its growing

When start a price
Noneprice Responses war

Good diagnosis

When and how Being the "Price

How To Fight a Price How stop the war
to fight a price Ways to fight leadership"
War before it start
war

Demonstrate the
benefits of peace
When to flee from a
Price Responses
price war

Deploy simple price

Introduce new products Use complex price actions
actions
When our segment is
When enter to the price
not price sensitive
war is more expensive
than the market share
that the company is
losing