Barriers to Entry and Competition - Agsm.com
Transcript of Barriers to Entry and Competition - Agsm.com
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Barriers to Entry andCompetition
How entry barriers changethe nature of competition
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Price Setting
❚ Demand/Supply analysis assumesthat there are many buyers andsellers❙ no single agent has control over market
outcomes❙ each agent is a price-taker: their own
decisions has no influence on marketprice
❚ In contrast, a monopolist has somepower over price -- given by theelasticity of the demand curve they
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Prices as Signals
❚ In perfectly competitive markets, pricesact as signals for decision-making
❚ When prices are relatively high, this sendsproducers a signal that they can earnmore by expanding output or entering amarket
❚ When prices are relatively low, producersmust contract output or some must exitthe market.
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Conditions for PerfectCompetition
❚ Large number of buyers and sellers❚ Goods offered are functionally
identical❙ Demand curves facing individual firms
are perfectly elastic❚ Freedom of entry and exit❙ Profits act as a signal regarding whether
to enter or exit an industry
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Efficiency Properties
❚ Perfect competition ensures thatprices in the long-run equalmarginal cost❙ maximise value created❙ allocative efficiency
❚ Perfect competition ensures thatproduction is carried out at theminimum cost❙ Productive efficiency
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Perfectly Elastic FirmDemand
❚ The market demand curve for pens isdownward sloping (that is, not perfectlyelastic).❙ Why? Because individual consumers have
different willingnesses-to-pay for differentquantities of pens
❚ Individual firm demand is flat.❙ Why? Because the pens sold by the newsagent
and supermarket are close substitutes
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Demand and Revenue
Quantity
Price
Perfectly Elastic Demand orAverage Revenue
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What is Marginal Revenue?
Price
AR = MRP
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Flat Marginal Revenue
❚ As a firm produces more, the priceper unit of output sold does not fall❙ Why? The firm is a price taker.❙ In a perfectly competitive market, a
firm cannot influence price. Therefore,the firm is unconstrained and can sell asmuch as it wants at the prevailing price
❙ Unless they get really big and start to hitmarket demand. But their costs preventthis.
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Optimal Output: A Review
❚ Firms attempt to maximise profit❚ The profit maximising output level
occurs where marginal revenue (MR)equals marginal cost (MC)
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Small Efficient ScaleC
ost
($’
s)
Quantity
MCATC
AVC
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Profit Maximising Output
Quantity
MCATC
AVC
P=MR=AR
Price
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Profit Maximising Output
Quantity
MCATC
AVC
P=MR=AR
Price
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Profit Maximising Output
Quantity
MCATC
AVC
P=MR=AR
QMax
Price
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Profit Maximising Output
Quantity
MCATC
AVC
P=MR=AR
QMax
Price
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Profit Maximising Output
Quantity
MCATC
AVC
P=MR=AR
QMax
MaximumProfits!
Price
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The Competitive Firm’s Shut-DownDecision
❚ When should a firm choose to exit aperfectly competitive market?❙ Compare the economic profit from staying
versus closing down.❚ Alternative levels of output produced
because the firm is a price taker.❚ If the selling price is below the minimum
average variable cost, the firm should shutdown!
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Shut Down! Costs are greater than marketprice
Quantity
MCATC
AVC
P=MR=AR
Q Don’t Produce!
Price
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Shut Down! Costs are greater than marketprice
Quantity
MCATC
AVC
P=MR=AR
Loss!
Q Don’t Produce!
Price
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The Competitive Firm’s Shut DownDecision
❚ Alternative levels of output producedbecause the firm is a price taker.
❚ If the selling price is above the minimumaverage variable cost but below averagetotal cost, the firm should produce in theshort-run a quantity that correspondswith MR = MC.
Incurs economic losses, but minimized.
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Short-Run Production Minimize Losses when MR = MC
Quantity
MCATC
AVC
P=MR=AR
Qshort-run
Price
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The Competitive Firm’s OutputDecision
❚ Alternative levels of outputproduced because the firm is aprice taker.
❚ If the selling price is above theminimum average total cost thefirm should produce a quantity thatcorresponds with MR = MC.
Incurs economic profits
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The Competitive Firm’s OutputDecision
Quantity
MCATC
AVC
P=MR=AR
QMax
Price
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When Should a Firm Enter?
❚ A firm should enter into an industry ifit believes price will exceed averagetotal costs in the long-run
❚ Enter if P > AC.
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Output, Price, and Profitin the Long Run
❚ In short-run equilibrium, a firmmight make an economic profit,incur an economic loss, or breakeven (make a normal profit). Onlyone of these situations is a long-runequilibrium.
❚ In the long run:❙ The number of firms in an industry
changes.❙ Firms change the scale of their plants.
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Economic Profit andEconomic Loss as Signals
❚ If an industry is earning abovenormal profits (positive economicprofits), firms will enter the industryand begin producing output.
❚ This will shift the industry supplycurve out, lowering price and profit.
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Economic Loss as a Signal
❚ If an industry is earning belownormal profits (negative economicprofits), some of the weaker firmswill leave the industry.
❚ This shifts the industry supply curvein, raising price and profit.
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Entry, Exit and SupplyShifts
D
S
SEntry
SExitPrice
Quantity
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Long-Run Equilibrium
❚ In long-run equilibrium, firms will beearning only a normal profit.Economic profits will be zero.
❚ Firms will neither enter nor exit theindustry.
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Case: Entry in Response to aDemand Shift
❚ Zinfandel grape: used in the U.S. toproduce Zinfandel wine.
❚ From 1985 to 1991, the price of thesegrapes rose and then fell.
❚ What accounted for the price rise?❙ New product in mid-1980s: “white
Zinfandel” which was more popular thanthe previous red wine
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Grape Price Movements
0100200300400500600
700800
1985 1986 1987 1988 1989 1990 1991
Year
Pri
ce ($
per
Ton
)
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New Entry by Vineyards
New Vineyards
0
1000
2000
3000
4000
5000
1985 1986 1987 1988 1989 1990 1991
Year
Num
ber
of A
cres
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Managerial Implications
❚ Prices as signals❙ High prices signal entry❙ Low prices drive exit
❚ Low entry barriers❙ In LR, price = min AC (technical efficiency)❙ In LR, efficient sorting of producers
❚ Shut down decision❙ SR: compare P and AVC❙ LR: compare P and ATC
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Monopolistic Competition
❚ Does product differentiation imply higherprofits in the long-run?
❚ Entry barriers for direct competition on agiven product
❚ Free entry to offer a close substitute❚ Car Case: better quality cars have higher
mark-ups over marginal cost. But doesthis translate into more profits?
❚ In long-run❙ Price exceeds marginal cost❙ Price equals average cost (zero profits)
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Entry Barriers
❚ Monopoly and Duopoly❙ We assumed that entry was barred to all but
one producer❙ Where did these come from?
❚ Entry barriers❙ Government regulation (e.g., Australia Post)❙ Control of key resources (e.g., De Beers, Ocean
Spray, Compass II)❙ Natural monopolies (e.g., Telstra)❙ Marketing advantages of incumbency (e.g.,
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When is a monopolynatural?
❚ Suppose that long-run average costsare falling (over entire range ofmarket demand)❙ Perhaps fixed costs are high relative to
marginal costs❙ Network industries
❘ local telephony❘ electricity and gas distribution
❚ In equilibrium, only one firm
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Falling Long-Run AverageCosts
Quantity
$
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Is natural monopoly aproblem?
❚ Suppose:❙ that natural monopoly is caused by fixed
costs❙ there are no barriers to entry or exit
❚ If incumbent firm charges a priceabove average cost, entry will occur.❙ must limit price to prevent entry❙ entry may be ‘hit and run’
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Contestable Monopoly
Quantity
$
AC
Demand
P
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When is a marketcontestable?
❚ No barriers to entry or exit❚ Sunk costs imply non-contestability
…❙ Entry is costly in that entrants incur
irreversible costs❙ Therefore, monopolist can price at
preferred monopoly price
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Entry Deterring Strategies
❚ Limit pricing❚ Predatory pricing❚ Capacity expansion❚ Bundling
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Limit Pricing
❚ Without entry threat, set monopolyprice
❚ With entry threat, what price do youset?❙ Post-entry, an entrant can earn positive
profits❙ Entrant has sunk entry costs, however❙ If the incumbent sets a low pre-entry
price, might it make the entrant fear alow post-entry price? If entry isdeterred then can return to monopoly
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Sensible?
❚ Why will entry threat go away?❙ Otherwise have to limit price all the time❙ Must have a cost advantage in order to reap
profits❚ Why will entry believe pre-entry price will
reflect post-entry prices?❙ Is it a credible signal?❙ Perhaps if incumbent knows more about their
cost advantage and wants to signal it toentrant.
❙ But price must be so low a high cost incumbentwould not set it.
❙ O l l t i b t ld d t t
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Predatory Pricing
❚ What about pricing low post-entry toachieve exit?❙ Must not be substantial barriers to exit
❚ Multi-market predation❙ Price low in one market to signal to others❙ Chain-store paradox❙ NZ Telecom and Saturn❙ Perhaps use low pricing as a signal of lower
costs: develop reputation for toughness
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Excess Capacity
❚ Entrants see excess capacity thatcould potentially be used in a pricewar, post-entry.
❚ Contrast with a judo strategy❙ Virgin Express❙ Cf: Netscape
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Discussion Point
Will the Internet lead toincreased competition?
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Bundling
❚ Offer a package❚ Microsoft Office❙ 90% market share
❚ Work together❚ Discount one of the products❚ Option value: zero incremental
price❚ Microsoft’s per-processor license
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Reduce Dispersion
❚ Example: price separate or together❚ Bill: $120 for WP, $100 for
spreadsheet❚ Ben: $100 for WP, $120 for
spreadsheet❚ Profits❙ Without bundling: $400❙ With bundling: $440
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Reduce Dispersion:Price separate or together?
Word Processor Spreadsheet
Bill $120 $100
Ben $100 $120
Profits: With Bundling: $440 Without: $400
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Information Bundles
❚ Magazines and newspapers❚ Law of large numbers❚ Customised bundles❚ Nonlinear pricing❙ In previous example sell first item for
$120❙ Sell second item for $100❙ Example: MusicMaker