A company in a similar situation took a different approach. This was a large company with a monopoly in the market that placed all their focus on being the least expensive solution. This was an easy strategy for them to adopt, as the volume of their sales meant that they could undercut their smaller competitors. However, somewhere along the way, they forgot to focus on what made their customers happy. A smaller player in the market needed to find a way to get their foot in the door around the same time, and they did just that by pushing out a new product which was in high demand. The sales department of the big company were keen to start selling this new product as well, but because the company had such a large existing footprint, the IT department made the decision that they would take their time over testing schedules and deployment schedules. They kept pushing out the deadline for releasing the new product, as it just didn’t seem to be a priority. Not to mention it was going to create more work for them which would interfere with them achieving their current KPIs. 

As the smaller company began to grow their customer base, they were able to lower their prices on all their products while growing their business, until they were in direct competition with the big company on their original playing field. In the end, arrogance and ignorance meant that the big company lost the monopoly and their firm grip on the market