O It can be achieved in different factors. For example: you have a better organizational capability or you have a lower procurement of raw materials components and highly able management. o You can lower your price by: for example, you may procure or you make your own raw materials and you don’t need to export which means you can lessen the pricing for your product. o For the resellers, if they can find wholesalers that offers a low price, then they can lower their price.