Oh, yeah, absolutely. Price policy is a whole different topic. Only monopolies can afford to increase them just because they’re not meeting the expected quota.
Don’t know about “retaliatory measure”, it’s hard to imagine companies uniting like that over it. Usually, they just play by the rules, and those could be the new rules (strong emphasis on “usually”). In fact, if the management is competent, it’s likely that they have already accounted for it, just in case, after the news dropped.
The real question isn’t if it will or not, but by how much. If I were to guess, not a whole lot.
You could probably find some research done on this topic already.