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Managerial Economics ninth edition Thomas Maurice Chapter 12 Managerial Decisions for Firms with Market Power McGraw-Hill/Irwin McGraw-Hill/Irwin Managerial Economics, 9e Managerial Economics, 9e Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Managerial Economics Market Power • Ability of a firm to raise price without losing all its sales • Any firm that faces downward sloping demand has market power • Gives firm ability to raise price above average cost & earn economic profit (if demand & cost conditions permit) 12-2 Managerial Economics Monopoly • Single firm • Produces & sells a good or service for which there are no good substitutes • New firms are prevented from entering market because of a barrier to entry 12-3 Managerial Economics Measurement of Market Power • Degree of market power inversely related to price elasticity of demand • The less elastic the firm’s demand, the greater its degree of market power • The fewer close substitutes for a firm’s product, the smaller the elasticity of demand (in absolute value) & the greater the firm’s market power • When demand is perfectly elastic (demand is horizontal), the firm has no market power 12-4 Managerial Economics Measurement of Market Power • Lerner index measures proportionate amount by which price exceeds marginal cost: P MC Lerner index P 12-5 Managerial Economics Measurement of Market Power • Lerner index • Equals zero under perfect competition • Increases as market power increases • Also equals –1/E, which shows that the index (& market power), vary inversely with elasticity • The lower the elasticity of demand (absolute value), the greater the index & the degree of market power 12-6 Managerial Economics Measurement of Market Power • If consumers view two goods as substitutes, cross-price elasticity of demand (EXY) is positive • The higher the positive cross-price elasticity, the greater the substitutability between two goods, & the smaller the degree of market power for the two firms 12-7 Managerial Economics Determinants of Market Power • Entry of new firms into a market erodes market power of existing firms by increasing the number of substitutes • A firm can possess a high degree of market power only when strong barriers to entry exist • Conditions that make it difficult for new firms to enter a market in which economic profits are being earned 12-8 Managerial Economics Common Entry Barriers • Economies of scale • When long-run average cost declines over a wide range of output relative to demand for the product, there may not be room for another large producer to enter market • Barriers created by government • Licenses, exclusive franchises 12-9 Managerial Economics Common Entry Barriers • Input barriers • One firm controls a crucial input in the production process • Brand loyalties • Strong customer allegiance to existing firms may keep new firms from finding enough buyers to make entry worthwhile 12-10 Managerial Economics Common Entry Barriers • Consumer lock-in • Potential entrants can be deterred if they believe high switching costs will keep them from inducing many consumers to change brands • Network externalities • Occur when value of a product increases as more consumers buy & use it • Make it difficult for new firms to enter markets where firms have established a large network of buyers 12-11 Managerial Economics Demand & Marginal Revenue for a Monopolist • Market demand curve is the firm’s demand curve • Monopolist must lower price to sell additional units of output • Marginal revenue is less than price for all but the first unit sold • When MR is positive (negative), demand is elastic (inelastic) • For linear demand, MR is also linear, has the same vertical intercept as demand, & is twice as steep 12-12 Managerial Economics Demand & Marginal Revenue for a Monopolist (Figure 12.1) 12-13 Managerial Economics Short-Run Profit Maximization for Monopoly • Monopolist will produce a positive output if some price on the demand curve exceeds average variable cost • Profit maximization or loss minimization occurs by producing quantity for which MR = MC 12-14 Managerial Economics Short-Run Profit Maximization for Monopoly • If P > ATC, firm makes economic profit • If ATC > P > AVC, firm incurs loss, but continues to produce in short run • If demand falls below AVC at every level of output, firm shuts down & loses only fixed costs 12-15 Managerial Economics Short-Run Profit Maximization for Monopoly (Figure 12.3) 12-16 Managerial Economics Short-Run Loss Minimization for Monopoly (Figure 12.4) 12-17 Managerial Economics Long-Run Profit Maximization for Monopoly • Monopolist maximizes profit by choosing to produce output where MR = LMC, as long as P LAC • Will exit industry if P < LAC • Monopolist will adjust plant size to the optimal level • Optimal plant is where the short-run average cost curve is tangent to the long-run average cost at the profitmaximizing output level 12-18 Managerial Economics Long-Run Profit Maximization for Monopoly (Figure 12.5) 12-19 Managerial Economics Profit-Maximizing Input Usage • Profit-maximizing level of input usage produces exactly that level of output that maximizes profit 12-20 Managerial Economics Profit-Maximizing Input Usage • Marginal revenue product (MRP) • MRP is the additional revenue attributable to hiring one more unit of the input TR MRP MR MP L • When producing with a single variable input: • Employ amount of input for which MRP = input price • Relevant range of MRP curve is downward sloping, positive portion, for which ARP > MRP 12-21 Managerial Economics Monopoly Firm’s Demand for Labor (Figure 12.6) 12-22 Managerial Economics Profit-Maximizing Input Usage • For a firm with market power, profit-maximizing conditions MRP = w and MR = MC are equivalent • Whether Q or L is chosen to maximize profit, resulting levels of input usage, output, price, & profit are the same 12-23 Managerial Economics Monopolistic Competition • Large number of firms sell a differentiated product • Products are close (not perfect) substitutes • Market is monopolistic • Product differentiation creates a degree of market power • Market is competitive • Large number of firms, easy entry 12-24 Managerial Economics Monopolistic Competition • Short-run equilibrium is identical to monopoly • Unrestricted entry/exit leads to long-run equilibrium • Attained when demand curve for each producer is tangent to LAC • At equilibrium output, P = LAC and MR = LMC 12-25 Managerial Economics Short-Run Profit Maximization for Monopolistic Competition (Figure 12.7) 12-26 Managerial Economics Long-Run Profit Maximization for Monopolistic Competition (Figure 12.8) 12-27 Managerial Economics Implementing the Profit-Maximizing Output & Pricing Decision • Step 1: Estimate demand equation • Use statistical techniques from Chapter 7 • Substitute forecasts of demandshifting variables into estimated demand equation to get Q a' bP ˆ dPˆ Where a' a cM R 12-28 Managerial Economics Implementing the Profit-Maximizing Output & Pricing Decision • Step 2: Find inverse demand equation • Solve for P a' 1 P Q A BQ b b 1 ˆ ˆ Where a' a cM dPR , A a' b , and B b 12-29 Managerial Economics Implementing the Profit-Maximizing Output & Pricing Decision • Step 3: Solve for marginal revenue • When demand is expressed as P = A + BQ, marginal revenue is a' 2 MR A 2 BQ Q b b 12-30 Managerial Economics Implementing the Profit-Maximizing Output & Pricing Decision • Step 4: Estimate AVC & SMC • Use statistical techniques from Chapter 10 AVC a bQ cQ 2 SMC a 2bQ 3cQ 12-31 2 Managerial Economics Implementing the Profit-Maximizing Output & Pricing Decision • Step 5: Find output where MR = SMC • Set equations equal & solve for Q* • The larger of the two solutions is the profit-maximizing output level • Step 6: Find profit-maximizing price • Substitute Q* into inverse demand P* = A + BQ* Q* & P* are only optimal if P AVC 12-32 Managerial Economics Implementing the Profit-Maximizing Output & Pricing Decision • Step 7: Check shutdown rule • Substitute Q* into estimated AVC function AVC a bQ cQ * * *2 • If P* AVC*, produce Q* units of output & sell each unit for P* • If P* < AVC*, shut down in short run 12-33 Managerial Economics Implementing the Profit-Maximizing Output & Pricing Decision • Step 8: Compute profit or loss • Profit = TR - TC P Q* AVC Q* TFC ( P AVC )Q* TFC • If P < AVC, firm shuts down & profit is -TFC 12-34 Managerial Economics Maximizing Profit at Aztec Electronics: An Example • Aztec possesses market power via patents • Sells advanced wireless stereo headphones 12-35 Managerial Economics Maximizing Profit at Aztec Electronics: An Example • Estimation of demand & marginal revenue Q 41,000 500 P 0.6M 22.5PR 41, 000 500 P 0.6(45, 000) 22.5(800) 50, 000 500 P 12-36 Managerial Economics Maximizing Profit at Aztec Electronics: An Example • Solve for inverse demand Q 50, 000 500 P Q 50, 000 500 P 500 500 Q 50, 000 P 500 500 1 P 100 Q 500 100 0.002Q 12-37 Managerial Economics Maximizing Profit at Aztec Electronics: An Example • Determine marginal revenue function P 100 0.002Q MR 100 0.004Q 12-38 Managerial Economics Demand & Marginal Revenue for Aztec Electronics (Figure 12.9) 12-39 Managerial Economics Maximizing Profit at Aztec Electronics: An Example • Estimation of average variable cost and marginal cost • Given the estimated AVC equation: AVC 28 0.005Q 0.000001Q 2 • So, SMC 28 (2 0.005)Q (3 0.000001)Q 28 0.01Q 0.000003Q 12-40 2 2 Managerial Economics Maximizing Profit at Aztec Electronics: An Example • Output decision • Set MR = MC and solve for Q* 100 0.004Q 28 0.01Q 0.000003Q 2 0 (28 100) (0.01 0.004)Q 0.000003Q 72 0.006Q 0.000003Q 12-41 2 2 Managerial Economics Maximizing Profit at Aztec Electronics: An Example • Output decision • Solve for Q* using the quadratic formula (0.006) (0.006)2 4(72)(0.000003) Q** 2(0.000003) 0.036 6, 000 0.000006 12-42 Managerial Economics Maximizing Profit at Aztec Electronics: An Example • Pricing decision • Substitute Q* into inverse demand P** 100 0.002(6, 000) $88 12-43 Managerial Economics Maximizing Profit at Aztec Electronics: An Example • Shutdown decision • Compute AVC at 6,000 units: AVC** 28 0.005(6,000) 0.000001(6,000)2 $34 Because P $88 $34 AVC, Aztec should produce rather than shut down 12-44 Managerial Economics Maximizing Profit at Aztec Electronics: An Example • Computation of total profit TR TVC TFC ( P** Q*) * TFC * ( AVC ** Q*) ($88 6, 000) ($34 6, 000) $270, 000 $528, 000 $204, 000 $270, 000 $54, 000 12-45 Managerial Economics Profit Maximization at Aztec Electronics (Figure 12.10) 12-46 Managerial Economics Multiple Plants • If a firm produces in 2 plants, A & B • Allocate production so MCA = MCB • Optimal total output is that for which MR = MCT • For profit-maximization, allocate total output so that MR = MCT = MCA = MCB 12-47 Managerial Economics A Multiplant Firm 12-48 (Figure 12.11)