I Don't know how they do it ! Our competitors have undercut us by 10 % percent on the price of our latest model . There is no way will be able to compete against that . We're barely breaking even with the present prices .   These price wars are disastrous for our bottom line . If they're charging 10 % less than we are , we've got to find a way to lower our price while keeping our profit .   Profits are almost nonexistent now , we can't beat their price . How do they keep their price so low ? 