““A weak competitor may resort to dropping prices because it is the only available action for increasing its volume in the short term to stave off disaster. By the late 1970s, Tesco had been suffering because of their legacy of small, town-centre sites but succeeded in taking the industry by storm with their ‘check-out’ campaign. The whole UK retail market became price-driven for several years, before it swung once again towards a market orientation with the battle being fought on location, format and service.””
