Conduct a market study and determine whether market share is related to sales price, performance or other service items. If it is difficult to differentiate the product or service and price is the key, conduct an analysis of production throughput, overhead costs or raw material costs, to find where savings can be achieved. Alternatively, conduct a customer segmentation, remembering that not all customers need or want the same product and service package. Differentiate the offering in terms of customer segments.
