 An essential part of Sinclair 's marketing strategy was to use regular cost @-@ cutting at strategic intervals to maintain market share . Ian Adamson and Richard Kennedy comment that Sinclair 's approach was " to secure and extend [ his ] market lead and panic the competition . While most companies reduce prices when their products are in steep decline , Sinclair tends to discount shortly after sales have peaked . The advantage of his approach is that vacillating customers are drawn into the fold while the product 's promotion retains a commercial urgency , and the costings of the competition are thrown into utter disarray . " 
