Funerals group warns price war will substantially reduce profits

Mike McCollum, chief executive of Dignity
The UK's only listed provider of funeral services has warned investors that a price war in the funerals market is likely to reduce its profits substantially during the current year. The announcement had a dramatic impact on Dignity's shares as they fell more than 50% in early trading. Dignity said new players in the marketplace were keen to take a slice of its business by aggressively undercutting it on price. It has responded to the tactics by immediately slashing its own prices by a quarter. However, in a trading update ... For the full story register now for free or login below...