Join 'Em, Fight 'Em, or Move Away From 'Em - Three approaches to beating low-price competitors at their own game

In this article, Martin Bishop sets out the options when a mainstream company finds a low-price competitor infringing on its territory.

Join 'em, fight 'em, or move away from 'em - Three approaches to beating low-price competitors at their own game

Martin Bishop

In the beginning there was Wal-Mart, built on the single-minded commitment to everyday low prices. By obsessively focusing on cost management, applying brutal pressure on its suppliers, and strictly adhering to founder Sam Walton’s words of advice, Wal-Mart succeeded in building a $345 billion empire.

Then came Southwest Airlines. Like Wal-Mart, Southwest was committed to low prices, but with a twist — a certain extra attitude and personality. A Southwest Airlines flight is cheap, yes, but also fun...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands