In the light of competition, it may be seen that competitors may initiate price changes. If the cutting off on prices does not affect the company, then the current pricing strategy itself can be continued to maintain the profitability of the company. However if the price change on one firm is affecting the other, then it can:
a.reduce the product price at par with competitors’ price or below competitors’ price
b. Provide added advantage to the existing product like better quality, or ‘a buy one get one free’ offer.
c.Provide better quality of the product at a higher price thereby not being at par with the competitors.