The Disadvantages of Competition Based Pricing in Small Businesses 🌋

Have you ever felt tempted to slash prices just to stay competitive? You’re not alone. Many small businesses feel the pressure to match or beat competitors, especially when household budgets tighten. But before jumping in, it’s worth considering the disadvantages of competition based pricing.

Take a look at what’s happening with Asda, one of the UK’s largest supermarkets. In a bold move to win back market share, Asda cut prices on thousands of products by an average of 26%, promising to be at least 10% cheaper than competitors. Sounds powerful—until you look closer. The retailer is now facing supplier backlash, empty shelves, delayed investments, and mounting debt.

So the question becomes: if big players are struggling in a price war, what chance does a small business have?

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What Price Wars Mean for Small Business Competition

Price cuts might seem like an easy way to drive traffic and boost short-term sales. For small businesses operating in tight markets, that logic can be tempting—but it reveals the disadvantages of competition based pricing.

Even major retailers like Asda—with scale, buying power, and brand recognition—are finding price wars hard to sustain. Suppliers are pushing back, profit margins are razor-thin, and its £8.5 billion debt raises real questions about how long the strategy can hold.

If a corporate giant is buckling under the weight of constant discounting, smaller businesses—with limited margins and negotiating power—are likely to fare much worse. It’s a tough reality in today’s small business competition, and a risky move for anyone aiming for long term pricing success.

Joining a Price War Highlights the Disadvantages of Competition Based Pricing

Let’s be clear: entering a price war is rarely just about price. It sets off a chain of consequences that reveal the disadvantages of competition based pricing and can weaken your business across the board:

Your margins will shrink fast. Small businesses typically don’t have enough fat in the budget to absorb repeated price cuts.

You may train customers to only buy on discount. Once people get used to lower prices, they expect them.

Your brand could lose perceived value. Constant sales and markdowns can make your offer seem lower quality—even if it’s not.

You risk supplier fallout. Asda’s recent issues show how cost-cutting pressure on suppliers can backfire, leading to stock shortages and strained relationships.

Price wars might win attention in the short term—but they can leave lasting damage in their wake, especially for smaller players trying to build a more sustainable small business.

When (If Ever) Should Small Businesses Cut Prices?

That’s not to say you should never reduce prices. The difference is intention and control. Price cuts can be effective when used sparingly and with a clear goal. For example:

• To clear seasonal or outdated inventory.
• To create buzz during a soft launch or quiet trading period.
• To respond strategically to a competitor’s limited-time promotion.

But as with other disadvantages of competition based pricing, the key is to keep these moves temporary and purpose-driven—not a permanent pricing strategy. Used too often, discounting becomes a habit that’s hard to break—and costly to maintain.

How to Avoid the Disadvantages of Competition Based Pricing and Make Your Small Business More Sustainable

If you want to stay competitive without sacrificing your business’s future, consider these alternatives to avoid the disadvantages of competition based pricing:

1. Strengthen supplier relationships. Strong, collaborative partnerships with suppliers can offer better payment terms, more consistent stock, and early access to deals. As Asda’s experience shows, treating suppliers like short-term cost centres can disrupt your whole supply chain.

2. Focus on customer value—not just price. What else makes your business worth choosing? Whether it’s product quality, personalised service, local loyalty, or convenience, customers will pay more when they see clear value.

3. Use smart, selective promotions. Instead of site-wide discounts, try targeted offers—like limited-time bundles, loyalty rewards, or exclusive deals. These preserve brand value while still giving customers a reason to buy.

4. Boost internal efficiency. Small operational tweaks—better inventory control, reduced waste, automated processes—can help maintain profitability without cutting prices.

5. Be transparent with pricing. Whether raising or lowering prices, explain the “why.” Customers appreciate clarity—especially in uncertain times.

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Don’t Let the Disadvantages of Competition Based Pricing Derail Your Long Term Strategy

Asda’s aggressive discounting may grab headlines, but it also highlights the fragility of price-first strategies—even for the biggest players. For small businesses, the financial and reputational risks—and the disadvantages of competition based pricing—are greater and harder to recover from.

Instead of getting caught in a race to the bottom, build a pricing approach that supports long term pricing success. Focus on what makes your offer valuable, trustworthy, and sustainable.

So before you cut your prices, ask yourself: Is this helping me grow—or just helping me survive the day?

It’s easy to feel pressured to match others, but your pricing should reflect your value, not someone else’s race to the bottom. Take this as your cue to stop, think, and build a smarter pricing plan. If you need help along the way, we are here to guide you. Let’s set your business up for long-term success.

For a comprehensive view of ensuring the continuous growth of your business, Download a complimentary brochure on How To Drive Pricing Strategy To Accelerate Sales & EBIT Growth.

Are you a small or medium-sized business in need of help aligning your pricing strategy, people and operations to deliver an immediate impact on profit?

If so, please call (+61) 2 8607 7001.

You can also email us at team@valueculture.com if you have any further questions.