The price of a low price

If you have the scale for it and a vision for becoming profitable making a low price your primary strategy is a valid option. The challenge is there’s usually only one player with the lowest price and it tends to lead to a race to the bottom, making it extra hard to keep doing it successfully. It’s even harder to figure out how to do marketing.

I believe Seth Godin is right when he says: “Low price is the refuge of the marketer who can’t figure out how to do marketing.”