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Define the Problem The central problem in the Afton Industries case concerns itself with preparation of the company's pricing strategy and competitive advantage after a five percentage point plummet in the company's 1997's unit market share. Afton Industries had been a price leader for asphalt shingles in their region for years. The competition typically followed Afton's regional pricing leadership until Afton decided to raise its average price per square on asphalt shingles from $40.50 to $44.50. Senior management in the company was using the increase to finance a plant modernization and expansion program; contrastly, the competition did not follow the price leadership of Afton in this instance. Also, Afton is challenged with determining accurate economic projections for the roofing industry and discovering how these economic projections could influence the company's ability to perform. Afton must properly assess the life cycle of the industry in order to maximize the company's utility...

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