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LEARNING OBJECTIVE: To gain familiarity with strategies companies can use to fight low-cost rivals. According to budgetairliners.com, the concept of providing low cost services can be traced in the airline industry of the United States in 1971, by the Southwest Airlines. The idea behind the said airline was very simple: to offer no-frills service to its customers by providing the lowest possible prices on its flight. Since then, the emergence of low-cost business providers has carved its own way in today's market. For some, it has managed to compete with head-to-head with household names in the industry, as that of Aldi, a small retail outlet in Germany that managed to make it big worldwide as mentioned in the case. Very true indeed, price wars eventually developed in the early in the 1990s not only in the wholesale-retail industry, even extending to hospitals, insurance services, pharmaceuticals, and the like. With the presence of these low-cost...

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