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- 2. Two cereal firms that set prices and sell differentiated products propose to merge. Firm 1sells CrunchyCrunch for a price of $10 with a marginal cost of $6. Firm 2 sells FibryFibre for aprice of $12 and a marginal cost of $6.(a) When the price of CC rises, 20% of its lost demand goes to FF. What is the marginal costreduction for CC that is required to offset the upwards pricing pressure on the CC price?(b) You are employed as a consultant by the merging firms. You know that the DOJ knowsthat the marginal cost of FF will fall by 50 cents as a result of the merger, but that the agency isunsure of the diversion between FF and CC. How small will you need to claim that the diversionis in order for there to be no net upwards pricing pressure on the CC price?250 225 Revenue Lost 200 175 150 Revenue Gained 125 Demand 100 75 50 25 3 4 7 8 9. 10 QUANTITY (Fire engines) Gilberto increase production from 7 to 8 fire engines because the dominates in this scenario. True or False: If Gilberto's Fire Engines were a competitive firm instead and $100,000 were the market price for an engine, decreasing its price from $100,000 to $50,000 would result in the same change in the production quantity and, thus, total revenue. O True O False acer Σ 2. 1. PRICE (Thousands of dollars per fire engine)Directions: Analyze and answer the questionsCompetitive PricingFirms need to take care when responding to competitor’s action with a pricing change,as this could trigger a potential price war. Therefore, in this activity you need to identifywhat would be the most appropriate pricing reaction for the following generic situationsactions.1. To communicate the high quality of your product against a new competitor2. The market that the firm operates in is deregulated (allowing more competitorsto enter)3. A new substitute product/industry emerges4. A major increase in production costs occurs5. The firm is looking to benefit from economies of scale6. When you know that key competitors will always match your price changes7. To increase market share significantly8. For one of the firm’s brands/products that has increased its brand equity9. When the firm’s product is experiencing high seasonal demand10.When a major competitor leaves the marketQUESTIONS1. For each of the above situations,…
- 1. Tom Jackson has been running a successful steakhouse that specializes in serving upscale steak dinners. His current marketing campaign targets residential households. Recently, it was announced that a new conference hotel was to open near his steakhouse, bringing in many potential business customers. Speculation followed that Morton's steakhouse-an upscale steakhouse chain currently marketing to business customers nationallywas considering opening one of its restaurants near the new hotel and would therefore compete with Tom's restaurant. In light of the potential threat from Morton's, Tom began considering the possibility of making a significant investment to change his marketing campaign and target businesses rather than households. In doing so, he estimated the following profit outcomes (in thousands of dollars) resulting from the strategies that he and Mortons might implement: Morton's Marketing Target Enter Don't Enter -$200, -850 $50, $100 $105, $0 Businesses $90, $0 Тоm…1. Tru and Merritts Grill compete in the sandwich market. They are trying to decide how to price their sandwiches. The potential market is 100 customers a day. If both firms price high at $12 a sandwich, some customers won’t want to buy but 80 still will consume, and the shops will equally split the market. If one firm prices high at $12 and one prices lower at $7, the shop that prices lower will receive all the business of 100 consumers and the high price shop will receive no business. If both shops price low at $7, then the shops will split the 100 consumers. Let’s simplify to both firms’ cost=0 a) The payoffs to each action are in the form of profit to each firm. Construct a matrix with the correct payoffs. Make sure to identify the Nash equilibrium/equilibria.3. Assume that a profit-maximizing firm in a monopolistically competitive industry is in long-run equilibrium. (a) Draw a correctly labeled graph that shows the profit-maximizing firm's price and output. (b) Assume that the city in which this industry operates eliminates the business license fee (a fixed cost) for all firms in this industry. How does the elimination of the license fee affect each of the following for the individual firm in the short run? Explain your answers. (i) Output (ii) Economic profits
- 9. Firms 1 and 2 are proposing to merge. They offer symmetrically differentiated products and have identical costs and, therefore, identical premerger prices. (Note that “symmetrically differentiated products” means that if they charge the same price, then they have the same demand.) The common premerger price for firms 1 and 2 is $90, and the common marginal cost is $60. If firm 1 were to raise its price to $100, we know that its demand would drop by 20 units and firm 2’s demand would rise by 5 units. a. Assume the merger would reduce marginal cost by 10 percent. Using UPP, is there reason to be concerned with the merger? b. Suppose the prospective merger partners want to convince the DOJ that the merger will not raise price. Using UPP, how large must they argue the efficiency is? c. Suppose there are improved estimates of firms’ demand functions and now we know that if firm 1 were to raise its price to $100, its demand would (still) drop by 20 units, but firm 2’s demand would rise by…3. Suppose Microsoft is selling the two products to the individuals below with their willingness to pay for each item as in the table. Suppose the costs of producing each item is $10 for both products. Find the maximum profit of Microsoft if it can sell with either unit pricing, pure or mixed bundle prices for these items. TIT Word Processor Spreadsheet Alice 20 10 Ben 40 30 Chris 80 70 Daniel 60 5019 What role does advertising play with respect to differentiated products? A Shaping consumers' intangible preferences BO Allowing a firm to sell any quantity it wishes Shaping perceived demand for a price taker DO Allowing a firm to raise the prevailing market price
- 4. Firm 1 and Firm 2 are in a duopoly, earning each annual profits of £10 million per year. Firm 1 could earn £20 million per year as a monopolist. Firm 1 drops its price to £40 when its marginal cost is £50 and holds it there for a year to be able to drive Firm 2 out of the market. (a) What pricing strategy is the manager of Firm 1 considering? Explain this strategy and how it helps to reduce competition in a market. (b) The year that it drops its price, Firm 1 will lose £10 million. At what level of interest rate i will the strategy of Firm 1 be profitable?Σ B. 20 10 50 30 20 PRICE (Dollars per bat) Homework (C (91. 4. Is monopolistic competition efficient? Suppose that a firm produces baseball bats in a monopolistically competitive market. The following graph shows its demand curve, marginal revenue (MR) curve, marginal cost (MC) curve, and average total cost (ATC) curve. Place a black point (plus symbol) on the graph to indicate the long-run monopolistically competitive equilibrium price and quantity for this firm. Next, place a grey point (star symbol) to indicate the minimum average total cost the firm faces and the quantity associated with that cost. 06 Mon Comp Outcome Min Unit CAst 09 40 10 MR Demand pleuwe 09 06 QUANTITY (Thousands of bats) Because this market is a monopolistically competitive market, you can tell that it is in long-run equilibrium by the fact that ▼ at the optimal eticall the miair MacBook Pro ACID & 5. R H N command comm3. In Kingston, a certain market is served by the firms Attila and Bando. They have constant average costs of $20 per unit. The firms can choose either a high price ($100) or a low price ($50) for their output. When both firms set a high price, total demand is 10,000 units which is split evenly between the two firms. When both set a low price, total demand is 18,000, which is again split evenly. If one firm sets a low price and the second a high price, the low priced firm sells 15,000 units while the high priced firm sells only 2,000 units. Analyze the pricing decisions of the two firms as a non-cooperative game. (a) Construct the payoff matrix for this game, where the payoffs are the two firms' profits in thousands of dollars. (b) Find the Nash equilibrium in pure strategies. Is this a dominant strategy equilibrium? Explain. (c) Explain why this is an example of the Prisoners' Dilemma game.