e201: principles of microeconomics - lecture 10 - market
TRANSCRIPT
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
e201: Principles of MicroeconomicsLecture 10 - Market Structure
Justin R. Cress
University of Kentucky
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
What does market structure mean?
After studying the optimizaiton process of firms and consumers, weunderstand the underpinnings of the market system
The diversity of firms and consumers (in the form if differingtechnologies, preferences, et cetera) implies a variety of differentinteractions between consumers and firms
Then, we can imagine a number of market structures displayingdifferent emergent characteristics
By this, we mean different sorts of firms and consumers may interactin different ways
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
What does market structure mean?
After studying the optimizaiton process of firms and consumers, weunderstand the underpinnings of the market system
The diversity of firms and consumers (in the form if differingtechnologies, preferences, et cetera) implies a variety of differentinteractions between consumers and firms
Then, we can imagine a number of market structures displayingdifferent emergent characteristics
By this, we mean different sorts of firms and consumers may interactin different ways
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
The Competitive Environment
Firms do not operate in a vacuum, they are influenced by thecompetitive environment in which they operate, meaning theconditions the firm is exposed to in the markets for their factors ofproduction and final goods.
This competitive environment will determine
Productive decisions, via the cost of productive resourcesMarketing and price strategies, determined by the market for finalgoods
Understanding how firms actually act requires understanding thecompetitive environment in which they operate
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Perfect Competition: Defined
Perfect competition exists in an industry where
Many firms sell identical products to many buyers.There are no restrictions to entry into the industry.Established firms have no advantages over new ones.Sellers and buyers are well informed about prices.
Although few markets in the real world meet all of theserequirements, understanding perfect competition informs ourunderstanding of market dynamics
Also, we’ll be able to understand divergences from perfectcompetition via contrast
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Perfect Competition: Conditions
Many firms sell identical products to many buyers.
Numerous buyers and sellers create price competition, more sellers enterthe market to underbid and new buyers outbid buyers allowing marketmechanisms (shortages and surpluses) to function
Goods must be homogenous, simply, the same, in order for a market tobe competitive.Homogenous goods include many commodities, wheat, gold, et cetera
There are no restrictions to entry into the industry.
Government imposes no restrictions on producers which hinder marketentry (including licensing requirements, regulatory compliance costs )
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Perfect Competition: Conditions
Established firms have no advantages over new ones.
Firms are unable to constrain competition via brand loyalty
Factors of production are easily accessible by new comers
The minimum efficient scale is small enough to allow room for competitors
Sellers and buyers are well informed about prices.
Perfect competition requires informed bids from buyers and sellers,without which markets are distorted in one direction
This condition applies to present prices and future prices, accurate pricesrequire symmetrical predictions.
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Economic Profit & Revenue
Given perfect competition, firmsare price takers, firms cannotinfluence the price of a good orservice.
Demand for each firm’s output isperfectly elastic.Thus, if one firm increases itsprice, buyers shift awayAt lower prices, firms areforegoing profit
Total revenue = P ×Q, pricetimes quantity sold
So, as quantity sold increases,total revenue increases.
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Economic Profit & Revenue
And, because the firm is a pricetaker, goods are homogenous,thus the demand for any one firmsgood is perfectly elastic
In perfect competition, marginalrevenue is constant.
Notice, market demand is notperfectly elastic, and may even beinelastic, depending upon thegood
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Profit maximization
The Objective
A perfectly competitive firm faces two constraints
A market constraint summarized by the market price and the firm’srevenue curves.
A technology constraint summarized by firm’s product curves andcost curves.
The goal of the firm is to make maximum economic profit, given theconstraints it faces.
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Profit maximization
Choice
Short Run Decision Making
Whether to produce or to shut down temporarily.
If the decision is to produce, what quantity to produce.
Remember, we’re assuming the firm can increase production byincreasing labor
Long Run Decision Making
Whether to increase or decrease its plant size.
Whether to stay in the industry or leave it.
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Profit maximization
The Criteria
Maximizing Economic Profit
Recall, economic profit is total revenue (TR) - total cost (TC)
Many firms use lots of information to estimate the TR and TCcurves,
However, smaller firms find obtaining information difficult and costly
Do firms maximize economic profit, even if they don’t know preciselyhow to do it?
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Profit maximization
Economic Profit Maximization
At low output levels, firms incur economicloss, unable to cover fixed costs
Above that level, the firm makeseconomic profit
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Profit maximization
Economic Profit Maximization
At high output levels, the firm againincurs an economic loss
now the firm faces steeply rising costsbecause of diminishing returns.
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Profit maximization
Marginal Analysis
If MR > MC, economic profitincreases if output increases.
If MR < MC, economic profitdecreases if output increases.
If MR = MC, economic profitdecreases if output changes ineither direction, so economicprofit is maximized.
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Profit maximization
Short Run Outcomes
Break Even
In the short run, firms may breakeven, incurring neither economicprofit nor economic loss
This occurs when ATC = MC =MR
At this level, the firm is stillprofitable because it is still makingits normal profit
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Profit maximization
Short Run Outcomes
If ATC is lower than MarginalRevenue and Marginal Cost, thefirm experiences an economicprofit
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Profit maximization
Short Run Outcomes
If ATC exceeds MR and MC, thefirm experiences an economic loss
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Short-run Supply Curve
Short-run Supply Curve
A perfectly competitive firm’s short run supply curve shows how thefirm’s profit-maximizing output varies as the market price varies.
Firms produce output where MR = MC,
Since MR = Price, the firm’s supply curve is determined by itsmarginal cost curve
However, there is a price below which a firm will produce nothing
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Short-run Supply Curve
Temporary Shutdown
If price is lower than the lowest average variable cost, the firm wouldlose money on each unit of output
the firm shuts down temporarily to confine losses only to fixed costs
The firm must incur fixed costs either way, but by shutting downtemporarily, the firm can avoid paying variable costs
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Short-run Supply Curve
Temporary Shutdown
At the point T, the firm isindifferent between operating andshutting down
At T, MR = 17 and MC = 17
Any price below 17, the firm mustshut down temporarily
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Short-run Supply Curve
Firm Supply Curve
Comparing changing marginal revenuecurves (different prices) allow us to backout the firm supply curve
At all points where MR = MC we candetermine how much a firm is willing toproduce, and how much supply the firmbrings to market
If the price is $25, the firm produces 9sweaters a day, the quantity at which P =MC
If the price is $31, the firm produces 10sweaters a day, the quantity at which P =MC
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Short-Run Equilibrium
Industry Supply
The short-run industry supply curveshows the quantity supplied by theindustry at each price when the plant sizeof each firm and the number of firmsremain constant.
Imagine any number of firms which facesimilar marginal cost curves, the industrysupply curve is the summation of all ofthe quantities supplied by these firms at agiven price
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Short-Run Equilibrium
Market Equilibrium
Short-run industry supply andindustry demand determine themarket price and output.
Each firm takes the market priceas a given, and produces theamount where MR = MC
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Short-Run Equilibrium
Market Equilibrium
Increasing market price, changesin demand influence the marginalrevenue faced by firms
Changing the point at which MR= MC (the intersection of supplyand demand)
So, the amount of demandinfluences market supply via theprice mechanism
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Long Run Adjustment
Short run outcomes, long run incentives
In the short run, firms may garner economic profit or loss, or couldbreak even
Each of these outcomes in the short run influences long run decisionmaking for firms in any given industry
If firms in an industry are experiencing an economic profit, MRexceeds MC, thus, the industry will increase supply
New firms will enter the market,existing firms will expand output
On the contrary, if firms in the industry are experiencing aneconomic loss, MR is lower MC, the industry will decrease supply
Firms will leave the market,firms which stay may decrease output
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Long Run Adjustment
Industry Entry
Attracted by the allure of bigbucks, economic profit encouragesfirms to enter an industry
If capital can garner economicprofit in an industry, that is profitabove and beyond its next bestalternative
New firms entering the marketcause the supply curve to shiftright, decreasing prices andincreasing quantity
Because price is decreasing, theMR of existing firms falls,decreasing their economic profit
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Long Run Adjustment
Industry Exit
If firms in an industry experiencean economic loss, capital can bemore efficiently used in otherindustries
Thus, firms exit the industry,shifting the supply curve left
because price in creases, the MRof remaining firms increases,decreasing their economic losses
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Long Run Adjustment
Plant Size
Recall, one of the ways firmsmimize costs is by optimizing theirproductive capacity
If current productive capacityexceeds the minimum of the longrun average cost curve, the firmcan increase its profit byincreasing productive capacity
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Long Run Adjustment
Plant Size
However, if each firm faces thesame competitive environment,they will all increase theirproductive capacity.
In the long run, this increase insupply industry wide will decreaseprice
Decreasing marginal revenue, andevaporating economic profit
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Long Run Adjustment
Long Run Industry Equilibrium
In the long run then,
Economic profit is zero, preventing entry and exitLong run average cost is at its minimum, making the cost-minimzingplant size static
Thus, economic profit is fleeting and temporary in a competitiveenvironment
In most industries a stable long run equilibrium is rare,
Technological advances often cause cost decreases
Changing tastes and preferences shift demand for certain products
industries are constantly adjusting to changing long run forecasts
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Long Run Dynamics
Permanent shifts in demand
So, imagine a permanent changein preferences which decreasesdemand for a good
People recognize cigarettesaren’t super cool, andprobably cause heartproblemsTape players lose their lustercompared to CDs
This decrease in demand leads toa decrease in price
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Long Run Dynamics
Permanent shifts in demand
Now consider the impact thisdecrease in demand has on firmsin that industry,
The decrease in marginal revenueerodes profit, causing an economicloss
Firms are forced to scale back(downsize) their production
some firms exit the market alltogether
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Long Run Dynamics
Permanent shifts in demand
This response from firms results ina decrease in industry supply
Notice, in the long run, the pricerises again to the originalequilibrium, but at a lowerquantity
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Long Run Dynamics
Permanent shifts in demand
Each remaining firm is then ableto increase its production back tothe maximizing rule MR = MC
Thus, for remaining firms,quantity produced does notchange in the long run
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Long Run Dynamics
Industrial Economies of Scale
Thus, changes in demand only result in a change in the number offirms in an industry
the long run equilibrium price of any given industry is static, relativeto demand
However, there are factors which influence the long run price of agood via changing the long run supply of a good in any given market
External economies are factors beyond the control of an individualfirm that lower the firms costs as the industry output increases.
External diseconomies are factors beyond the control of a firmthat raise the firms costs as industry output increases.
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Long Run Dynamics
Constant cost
If the cost structure of an industryis unaffected by scale, chagnes inquantity do not change price
Changes in demand influence firmexit & entry which change thenumber of firms, but not theequilibrium price
LS is horozontal
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Long Run Dynamics
Increasing cost
Some industries face increasingcosts as output increases
Industries which rely on finiteresources which do not have closesubstitutes
Airlines, real estate, et cetera
in these cases, increases indemand lead to increases in price
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Long Run Dynamics
Decreasing cost
Other industries benefit fromeconomies of scale which decreaseaverage costs as prices increase
Supply lines for raw materialsbecome entrenched
The labor force is tailored toincrease specializaiton
in these cases, expanding industryoutput decreases prices
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Monopoly
Market Power
Market power is the ability to influence the market, and inparticular the market price, by influencing the total quantity offeredfor sale.
Perfectly competitive firms have no market power, attempts toinfluence price are undercut by
a large number of competitors offering perfectly substitutable goodslow barriers to entry attracting new capital, eroding any economicprofit
Market power provides firms the ability to increase the price byrestricting supply, such that MR > MC
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Monopoly
Def: Monopoly
A monopoly is an industry that produces a good or service forwhich no close substitute exists and in which there is one supplierthat is protected from competition by a barrier preventing the entryof new firms.
Characteristics:
A single firm dominates the supply of a goodThe good can not easily be substituted away fromThe firm is protected from competition by steep barriers to entry
The monopolist is the consolodation of all market power into asingle firm
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Lack of Close Substitutes
Necessities
Some goods lack substitutes because they are necessary goods
e.g. utilities
Innovation
Some goods lack substitues because they haven’t been developed,innovative goods meet a very specific need
Hence, many firms closely guard trade secrets, such as the codebehind Microsoft’s Windows
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Barriers to Entry
Legal
Legal barriers to entry create legal monopolies (when thegovernment sees fit to grant them...)
Public charters / franchises grant de-jure monopolies for the supplyof a good (the postal service)Licensing requirements restrict entry into the production of a good.Think doctors, lawyers, liquor salesPatenting provides a legal monopoly on the production of a giventechnologyIntellectual property rights are intended to provide economic profit,in order to incentivize innovation
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Natural Monopolies
Legal
Natural Monopolies exist when one firm supplies the entire marketat a lower cost than two and/or many firms could
Due to economies of scale
Infrastructure intensive industries, multiple electricity providers in asinlge market would require twice or thrice as many electrical linesExcludability, if one firm can capture the means of supply, providingcompeting products is higher costconsider roads, if there’s one cheap path from city a to city b, thefirst firm to build a road would have a natural monopoly
Does the USPS have a natural monopoly?
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Natural Monopolies
The long run average cost curve is alwaystrending downward
as Q increases, costs continue to fall
If a firm produces 4 million KWh, costsare 5 cents per
Divide that amongst two firms (equally)and each firm is producing 2 million, at acost of 10 cents
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Single-Price Monopoly Pricing
Single-price monopoly
A Single-price monoply is a firm that must sell its product at thesame price to all customers
Since the firm controls price by controling supply, as the firmattempts to sell more of its product the price in the market falls
But, it falls for all customers, so selling an extra unit of outputdecreases the revenue gained from all units
Thus, if price decreases marginal revenue falls faster
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Single-Price Monopoly Pricing
Marginal Revenue
Consider
A firm selling 2 units at price 16
Attempts to sell a third unit, but mustreduce the price to 14
The sale of this unit increases revenue by14 (price) but,
we must adjust the total revenue by the $4 lost on the other two units
14 - 4 = 10 MR
Thus, at all prices, MR < P
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Single-Price Monopoly Pricing
Single-price monopoly
Recall our definition of elasticity, basically, some measure ofresponsivness to price
For a monopolist, elasticity matters – decreases in price will only beprofitable if the increase in quantity sold at the new price outweighsthe decrease in marginal revenue
So, decreaes in price have to increase quantity demanded, whichonly occurs in the elastic portion of the demand curve
A single-price monopoly never produces an output at which demandis inelastic.
If it did produce such an output, the firm could increase totalrevenue, decrease total cost, and increase economic profit bydecreasing output.
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Single-Price Monopoly Pricing
Total Revenue
Consider
Notice the intersection of marginalrevenue and the X axis,
At all points left of the intersection(Q < 5) demand is elastic. Decreases inprice cause increases in demand largeenough to offset falling marginal revenue
All points to the right (Q > 5) demand isnot responsive enough to price decreases,thus, the monopolist begins to decreasetotal revenue by increasing production
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Single-Price Monopoly Pricing
Total Revenue
Consider
Total revenue increases as quantityincreases, until demand is unit elastic
At the point where changes in price causeproportional changes in demand, MR = 0
At this point, total revenue is maximized.
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Single-Price Monopoly Pricing
Profit Maximization
Monopolists face constraintssimilar to perfectly competitivefirms, cost structures andfunctions are fundamentally thesame
The monopoly selects theprofit-maximizing quantity in thesame manner as a competitivefirm, where MR = MC.
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Single-Price Monopoly Pricing
Profit Maximization
So, the monopolist uses itsmarket power to set price atthe highest level which allows itto sell the profit maximizingquantity
Unlike firms in perfectlycompetitive markets, then,monopolists are able tocommand an economic profit,made durable by barriers toentry
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Monopoly Vs. Competition
Price and Quantity
Remember, for perfectcompetition, MR is determinedby the intersection of Demandand MC
However, for the monopolist,the profit maximizing quantityis lower, at a higher price
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Monopoly Vs. Competition
Efficiency
Consider the effects ofmonopoly pricing on socialwelfare,
By restricting quantity, themonopolist creates a deadweight loss
The monopolist decreases bothconsumer and producer surplus
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Monopoly Vs. Competition
Efficiency
The monopolist does this inorder to expand its own surplus
The economic profit garneredby the monopolist reallocates(or extracts) from consumers tothe monopolist
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Monopoly Vs. Competition
Economic Rent
Unfortunately for the monopolist, being on top of an industry comeswith a cost, creating & maintaining monopoly is expensive
Buying a monopoly, or gaining monopoly status is expensive.Purchasing resources, rights, et cetera requires search costs, and theeconomic profit associated with monoply increases the cost of thesethingsThe right to run a taxi cab, or own a liquor store, et ceteraCreating a monopoly, or intentionally restricting competition is alsoexpensive. Purchasing politicians, restricting competition fromabroad, et cetera require the allocation of resources
This type of behavior is called rent seeking, in that the monopolist istrying to extract economic rent
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Price Discrimination
Price Discrimination
Defined:
Price discrimination is selling a good or service at a number ofdifferent prices
price discrimination occurs due to differences in willingness to paynot differences in cost, so not all price differences are pricediscrimination
Price discrimination occurs when
Identify differing willingness to pay among classes of consumersBusiness vs Casual travelers
Sell a product without a secondary market (cannot be resold)
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Price Discrimination
Efficiency
The monopolist has anincentive to charge buyers thehighest price each buyer iswilling to pay, the goal is toextract consumer surplus
By pricing each unit at thedemand curve, the monopolistno longer has lower marginalrevenue as price decreases
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Defined:
What is Monopolistic Competition?
Monopolistic competition is a market with the followingcharacteristics:
A large number of firms.
Each firm produces a differentiated product.
Firms compete on product quality, price, and marketing.
Firms are free to enter and exit the industry.
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Defined:
Large Number of Firms
The presence of a large number of firms in the market implies:
Each firm has only a small market share and therefore has limitedmarket power to influence the price of its product.
Each firm is sensitive to the average market price, but no firm paysattention to the actions of the other, and no one firms actionsdirectly affect the actions of other firms.
Collusion, or conspiring to fix prices, is impossible.
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Defined:
Product Differentiation
Each firm makes a product that is slightly different from theproducts of competing firms
This differentiation is an attempt to create a psuedo-monopolypower over a segment of the market
Are Nike and Adidas perfect substiutes?
What about Old Navy and Abercrombie?
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Defined:
Product Differentiation and Competition
Product differentiation enables firms to compete in three areas:quality, price, and marketing.
Loosley defined, quality can be understood to include design,reliability, and/or service
Each firm faces a downward sloping demand curve, price increasescause decreases in demand( The magnitude of which depends upon elasticity)hence, firms must compete on price
Firms differentiate products in quality, but most importantly have toconvince consumers that their product is superior
By spending on advertising, packaging et cetera, firms decrease theelasticity of their demand curve, hopefully making consumers thinkcompeting products are poor substitutes
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Defined:
Entry and Exit
There are no barriers to entry in monopolistic competition, so firmscannot earn an economic profit in the long run.
Successful production, pricing and marketing strategies are emulated
new firms enter profitable markets
So, in the long run, economic profit is zero
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Monopolistic Competition: Pricing
Short Run Decision Making
In the short run, the marginalrevenue curve mirrors amonopolist, as each firm is amonopolist over its product
The profit maximizing output isstill MR = MC
Price is still the intersection ofsupply and the demand curve
Thus, for some firms, the profitmaximizing output may garner aneconomic profit
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Monopolistic Competition: Pricing
Short Run Decision Making
Not all firms, though, will earn aneconomic profit
Many firms will capture aninsufficient share of the market tocreate a profit
In this case, ATC will be abovethe demand curve
At this level, the firm is losingmoney, profit maximization meansloss minimization
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Monopolistic Competition: Pricing
But, in the long run ...
Economic profit attracts newfirms, more capital, et cetera
As more firms enter the market,they attract market share, theytake customers from existing firms
This means that each firm faces adecreasing demand curve for itsown production
Firm entry will continue until price= ATC, where economic profit =0
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Monopolistic Competition: Pricing
Long Run
Excess Capacity
Monopolistic competition differsfrom perfect competition becausefirms will always produce belowthe efficient scale
Unlike perfectly competitive firms,monopolistically competitive firmshave downward sloping demandcurves
as price falls, marginal revenuefalls faster
So, expanding to the efficientscale would decrease price, andmarginal revenue
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Monopolistic Competition: Pricing
Long Run
Because marginal revenue is lowerthan price, firms operate with amark-up
Buyers will pay a higher price inthe long run
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Monopolistic Competition: Pricing
Long Run Efficiency
So, consumers pay higher prices in monopolistically competitivemarkets
Is this outcome efficient?
It depends. Remember, firms achieve their mark-up via productdifferentiation
So, monopolistically competitive markets increase choice andproduct variety, which people value
Given a choice between homogeneity at a low price andheterogeneity at a high price, which should society choose?
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Monopolistic Competition: Pricing
Long Run Efficiency
So, consumers pay higher prices in monopolistically competitivemarkets
Is this outcome efficient?
It depends. Remember, firms achieve their mark-up via productdifferentiation
So, monopolistically competitive markets increase choice andproduct variety, which people value
Given a choice between homogeneity at a low price andheterogeneity at a high price, which should society choose?
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Market Strategy
Creating an economic profit
Product Development
Maintaining an economic profit requires constantly improving aproduct
Innovation decreases substitutability, increasing a firm’s market share
Incentives for innovative products increase social benefit
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Market Strategy
Creating an economic profit
Advertising
The goal for each firm is todecrease responsiveness to price,to create an inelastic demandcurve for its product relative tothe market demand curve
Selling costs, like advertisingexpenditures, fancy retailbuildings, etc. are fixed costs.
The advertising expenditure shiftsthe average total cost curveupward
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Market Strategy
Creating an economic profit
Advertising
If all firms advertise, equillibriumquantity increases, allowing morefirms to enter the market
Also, by increasing information, ifall firms are advertising, thedemand curve becomes moreelastic
Thus, advertising increases overallcosts and decreases price, whichdecreases the mark-up
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Oligopoly: Defined
Oligopoly is a market structure defined by,
Natural or legal barriers that prevent entry of new firmsA small number of firms compete
Oligopolies may be
Natural, due to natural barriers to entry -or-Legal, legal barriers to entry
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Oligopoly: Defined
Oligopoly is a market structure defined by,
Natural or legal barriers that prevent entry of new firmsA small number of firms compete
Oligopolies may be
Natural, due to natural barriers to entry -or-Legal, legal barriers to entry
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Oligopoly: Why Should We Care?
Interdependence
The actions of each firm in the market simultaneously influences thenature of the market, and the strategy of other firms
This introduces a level of strategic interaction which makesoligopoly complex, and unique
Collusion
A small number of firms makes collusion possible – cooperationamong firms designed to increase price
When firms cooperate to create a monopoly price they form a cartel
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Oligopoly: Why Should We Care?
Interdependence
The actions of each firm in the market simultaneously influences thenature of the market, and the strategy of other firms
This introduces a level of strategic interaction which makesoligopoly complex, and unique
Collusion
A small number of firms makes collusion possible – cooperationamong firms designed to increase price
When firms cooperate to create a monopoly price they form a cartel
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Oligopoly: Defined
Market Concentration
The defining characteristic of Oligopoly is that these markets have asmall number of firms
but, what is ’small’?
Market concentration is measured via the Herfindahl-HirschmanIndex (HHI) (see p. 208 in parkin)
The HHI is computed by summing the squre of market share for thetop 50 firms in a market (or all firms, if fewer than 50)
So, consider a competitive market with 100 firms, each with 1% ofthe market share,12 + 12 + ... 11 = 50 (pretty low)
Compute the HHI for a monopolist: 1002 = 10, 000
For a market with two firms, dividing the market equally:502 + 502 = 5, 000
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Oligopoly: Defined
Market Concentration
The defining characteristic of Oligopoly is that these markets have asmall number of firms
but, what is ’small’?
Market concentration is measured via the Herfindahl-HirschmanIndex (HHI) (see p. 208 in parkin)
The HHI is computed by summing the squre of market share for thetop 50 firms in a market (or all firms, if fewer than 50)
So, consider a competitive market with 100 firms, each with 1% ofthe market share,12 + 12 + ... 11 = 50 (pretty low)
Compute the HHI for a monopolist: 1002 = 10, 000
For a market with two firms, dividing the market equally:502 + 502 = 5, 000
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Long Run
Market Concentration
Generally, an HHI above 1000 isconsidered an oligopoly
Notice, many oligopoly marketsare dominated by a few firms,specifically the four largest firms(shown in red)
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Oligopoly: Defined
Natural Oligopoly
A natural barrier to entry, definedby the nature of the ATC curve
In this case, the market is anatural duopoly, two firms areable to supply the entire marketmost efficiently
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Traditional Oligopoly Models
Kinked Demand Curve
From the perspective of one firm in an oligopoly:
The firm cannot charge more than other firms, because the otherfirms will undercut their prices and steal market share
The firm could decrease prices, but knows they could not increasemarket share by doing this, because other firms will mimick theirdiscounting
From the perspective of the manager, the demand curve is notcontinuous, it breaks at the current market price
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Traditional Oligopoly Models
Kinked Demand Curve
What it looks like:
The firm perceives a break at thecurrent market price
A decrease in price drasticallyreduces marginal revenue due tolost market share
keep in mind, the demand curvedisplayed here is the curve thefirm faces
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Traditional Oligopoly Models
Kinked Demand Curve
Compare
Compare the actual marginalrevenue curve to the hypotheticalextension of the kinked marginalrevenue curve
The break in marginal revenueresults from the broken demandcurve
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Traditional Oligopoly Models
Kinked Demand Curve
Compare
In this (exceptional) case, anincrease in marginal cost does notnecessarily increase price
If the increase in marginal costresults in a marginal cost belowdemand, none of the firms areable to increase price
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Traditional Oligopoly Models
Dominant Firm Oligopoly
The kinked demand curve model occurs when a small number offirms have similar cost structures, and thus, divide market shareequally
However, this is not always the case.
Imagine, instead, that market concentration is high because it isdominated by a large firm, with many firms supplying small portionsof the market
Consider,
Gas stationsVideo rentalsWal-Mart (in many markets)
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Traditional Oligopoly Models
Dominant Firm Oligopoly
The Firm
The dominant firm acts like amonopolist, and prices accordingly
If the dominant firm charges asingle price (there’s nodiscrimination), it faces a marginalrevenue curve similar to amonopolist
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Traditional Oligopoly Models
Dominant Firm Oligopoly
The Market
In doing so, the dominant firmsets the market price
Other firms in the market areunable to price higher than thedominant firm
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Game Theory & Oligopoly
Economic Games
The defining characteristic of oligopoly is strategic interaction
Firms must position themselves in a way that capitalizes on marketconditions, which means constantly jockeying for market share
This requires adapting behavior to competitior behavior, actual andexpected
This strategic interaction is an economic game, and it is studied bygame theory, the study of strategic behavior, or, behavior takinginto account the behavior of other actors
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Game Theory & Oligopoly
The prisoner’s dillema
Two people are suspected of a crime for which the police havelimited evidence
The police know they are going to have to exact a confession fromone or both of the prisoners in order to convict
The prisoners are placed in seperate rooms, and are not allowed tospeak to one another
What happens?
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Game Theory & Oligopoly
The prisoner’s dillema
Strategy
Strategy are the possible actions each player could take. In the caseof the prisoner’s dillema each prisoner could:
Confess
Deny
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Game Theory & Oligopoly
The prisoner’s dillema
The Payoff Matrix
Given a finite number of playersand strategies, the possiblepayoffs, results, are known
The payoff matrix describes theresults each strategy for eachplaer, given the other player’sstrategy
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Game Theory & Oligopoly
The prisoner’s dillema
The Payoff Matrix
Summarizing the prisoner’sdillema payoff matrix:
if both confess, they each recievethree years
if neither confess they recieve 2years
if one denies, and one confesses,one recieves the lightest treatmentwhile the other gets the harshtreatment
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Game Theory & Oligopoly
The prisoner’s dillema
Equilibrium
Each player in the game choseshis strategy assuming the otherplayer will follow their dominantstrategy
In the case of the prisoner’sdillema,
Art can confess or deny,
if art confesses, Bob’s beststrategy is to confess, and theyboth get three years
if art denies, Bob’s beststrategy is still to confess, toavoid the 10 year sentence
(the payoffs are symmetrical)Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Game Theory & Oligopoly
The prisoner’s dillema
But this outcome is sub-optimal, if both prisoners were to deny theaccustions they would both get 2 years
However, because the two prisoners are unable to collude, theequilibrium is sub-optimal
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Game Theory & Oligopoly
Games in Oligopoly
Firms in oligopoly have an incentive to collude, in order to extractand divide monopoly profits
Although explicit collusion is illegal, it still occurs
implicitly / informallysecretly
If the two firms agree to restrict output to the single firm monoplylevel, price will increase and so will profit
Could such collusion be maintained?
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Game Theory & Oligopoly
The prisoner’s dillema
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Game Theory & Oligopoly
Games in Oligopoly
What happens if someone cheats?
If one firm abandons the agreement and increases production,quantity supplied increases
The price falls, and the cheating firm sells more output (and gainsmarket share) at the expense of the complying firm
The complying firm, then, experiences an economic loss, becausethey’re producing on a non-profitable portion of the ATC curve
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Game Theory & Oligopoly
The prisoner’s dillema
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Game Theory & Oligopoly
The prisoner’s dillema
Equilibrium
So, here’s the payoff matrix
A complying / complyequilibrium is impossible. If onefirm considers complying,they’ll recognize that the otherfirm will cheat
expecting the other firm tocheat makes each firm cheat
Justin R. Cress e201: Principles of Microeconomics
Overview Perfect Competition Monopoly Monopolistic Competition Oligopoly
Game Theory & Oligopoly
Games in Oligopoly
Here’s the point:
In the long run, without an enforcement mechanism, cartels breakdown
When co-operation and overt collusion are costly or prohibited, thepursuit of self interest leaves both players worse off
In prisoner’s dillema type situations, utility maximizing behavioroften harms social welfare
Justin R. Cress e201: Principles of Microeconomics