2.2b Collin fully expects that its competitors are developing similar objectives for improvement. However, current and potential customers indicate that Collin leads the competition in all important quality areas, including responsiveness, delivery, product performance, and reliability. Despite Collin’s price reduction initiative, the sole opportunity for it to improve is in unit cost reduction where competitors have aggressively tried to penetrate its markets; improvement in PE unit cost is presented in Figure 7.5-7. Collin has not compromised its superior service and product performance in its continuing efforts to decrease prices. Pricing improvement initiatives are having a positive impact in reducing costs and will allow Collin to continue its leadership position on price in the near future. Collin plans to “raise the benchmark” by continuously increasing the performance standards its competitors must reach.