I have just one question. What are you as a producer going to do with negative profit, i.e. a loss that you may incur as a result of decreasing prices? Remember that you have to pay wages, and your employees don't care about your ideas but love cash.
If in your example there would be deflation due to an increase in aggregate supply then you're simply failing as a company to keep up with the rest of the economy, since apparently your company's increase in productivity did not match the economy's average.
If on the other hand in your example deflation is due to a collapse in aggregate demand, then yes, the company has a problem.