At this rate, it’s bound to collapse from the price competition.
This word consists of kanji with hiragana attached. Because the hiragana ends with an う sound, you know this word is a verb. The kanji itself means cave in, so the verb version is to cave in or to collapse.
Since this word consists of a kanji with hiragana attached, you can bet that it will use the kun'yomi reading. You didn't learn that reading with this kanji, so here's a mnemonic to help you:
The cave you're hanging around in is about to cave in! Right as you're about to get crushed you scream, "Oh CHEESE (おちい)!!" You can't swear for real or you'll go to hell when this cave in crushes you to death. And OH CHEESE felt right as your last words.