Respectfully, I couldn't disagree more
@madamswer.
If I am an ARB, or an REH, then it makes full sense to focus on product quality & service. Absolutely. A focus on price would be a disaster.
However, if I am selling a commodity (and I am not necessarily saying Capilano can be clearly slotted into this categorisation), tell me that lowering my prices won't result in more sales. Now if I'm going to lower my prices to match or beat my competitors, I better be the guy that has the lowest cost.
Horses for courses, no? Now which course is right for the Capilano horse?