L10. Chapter 13 Oligopoly: Firms in Less Competitive Markets
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1 L10 Chapter 13 Oligopoly: Firms in Less Competitive Markets
2 The Four Types of Market Structure Number of Firms? Many firms One firm Few firms Differentiated products Type of Products? Identical products Monopoly Oligopoly Monopolistic Competition Perfect Competition Tap water Tennis balls Novels Wheat Cable TV Computer Chips Movies Milk
3 Example Super Bowl Commercials Who are the perennials? Coke Pepsi Could these two be considered under the case of Oligopoly? Why do firms advertise on the Super Bowl?
4 Oligopoly Def: A market structure in which a small number of interdependent firms compete Small number is often times measure by the concentration ratio The fraction of each industry s sales accounted for by its four largest firms Rule of Thumb greater than 40% implies an oligopoly.
5 Concentration Ratios INDUSTRY RETAIL TRADE FOUR-FIRM CONCENTRATION RATIO INDUSTRY MANUFACTURING FOUR-FIRM CONCENTRATION RATIO Discount Department Stores 95% Cigarettes 95% Warehouse Clubs and Supercenters 92% Beer 91% Hobby, Toy, and Game Stores 72% Breakfast Cereal 82% Athletic Footwear Stores 71% Aircraft 81% College Bookstores 70% Automobiles 76% Radio, Television, and Other Electronic Stores 69% Computers 76% Pharmacies and Drugstores 53% Dog and Cat Food 64%
6 Oligopoly What is it that keeps other firms out of the market? ANS: Anything that Keeps new firms from entering an industry in which firms are earning profits. This is our new assumption for this market structure.
7 Barriers to Entry 1. Economies of Scale 2. Ownership of a key Input 3. Government Imposed Barriers
8 Economies of Scale Recall: What are economies of scale? How in the world can economies of scale be a barrier to entry? How can they prohibit firms from entering? If economies of scale are important, then large
9 Economies of Scale Demand represents how much consumers want If LRAC2 represents costs, how many firms producing Q2 will it take to satisfy demand? If LRAC1 represents costs, how many firms producing at Q1 would it take to satisfy demand? If LRAC2 represents reality for, say car manufacturers, what is going to happen to the small auto firm? Which do you think is more representative for restaurants? Which do you think is more representative for automakers? Live Goggle
10 Barrier to Entry Ownership of a Key input How would you like to own all the coal mines in the United States? What might that do for your business? ALCOA De Beers Ocean Spray
11 Barrier to Entry Government Imposed Restrictions Patent The exclusive right to a product for a period of 20 years from the date invented Occupational Licensing Doctors, Dentists Example Less Restrictive Bankruptcy laws of the 1990s caused personal bankruptcy cases to go up. $750 if done by lawyer $270 if done by paralegal. Section 110 of the Bankruptcy Reform Act gives judges the power to set the fee that paralegals can charge - Government granted barrier to entry
12 Patents Should we keep patents around or should we get rid of them? What is the tension of opposites here? Link
13 How firms interact Key insight into Oligopoly Because there are only a few firms, each firm s actions depends on the action of other firms. Firms act Notice how this is different from perfect competition. Example of Strategic Interaction We analyze these interactions using
14 Game Theory Firms Interact One Firm s Decisions affects the other firm Use Game Theory to Analyze these types of decisions Def: The study of how people make decisions in situations in which attaining their goals depends on the interactions with others Study of firms where the profit of each firm depends on its interaction with other firms
15 Characteristics of Games All games share three key characteristics: 1 Rules that determine what actions are allowable 2 Strategies are all actions that players employ to attain their objectives in the game 3 Payoffs that are the results of the interaction among the players strategies Business strategy Actions taken by a firm to achieve a goal, such as maximizing profits.
16 An Example: Coke vs. Pepsi Ads Rules: Simultaneously Choose how much to advertise Strategies: advertising or don t advertising Payoffs: The profits you get from choosing whether to advertise Firm 1 Firm 1: $10 mil. Firm 2: $10 mil. Firm 2 Don 't Firm 1: $17 mil. Firm 2: $8 mil. Don 't Firm 1: $8 mil. Firm 2: $17 mil. Firm 1: $15 mil. Firm 2: $15 mil.
17 A Troublesome Outcome Firm 2 Don 't Firm 1: $10 mil. Firm 2: $10 mil. Firm 1: $17 mil. Firm 2: $8 mil. Firm 1 Don 't Firm 1: $8 mil. Firm 2: $17 mil. Firm 1: $15 mil. Firm 2: $15 mil.
18 A Troublesome Outcome Firm 2 Don 't Firm 1: $10 mil. Firm 2: $10 mil. Firm 1: $17 mil. Firm 2: $8 mil. Firm 1 Don 't Firm 1: $8 mil. Firm 2: $17 mil. Firm 1: $15 mil. Firm 2: $15 mil.
19 A Troublesome Outcome Firm 2 Don 't Firm 1: $10 mil. Firm 2: $10 mil. Firm 1: $17 mil. Firm 2: $8 mil. Firm 1 Don 't Firm 1: $8 mil. Firm 2: $17 mil. Firm 1: $15 mil. Firm 2: $15 mil.
20 What will firms do in this Case? Find the equilibrium Find an equilibrium using dominant strategies Def: A strategy that is best for a firm no matter what strategies other firms use. AKA Nash Equilibrium How to do it: Hold constant one firm s strategy, then see what is best for the other firm. Repeat for all strategies and all firms. Firm 1 The Equilibrium is where both stars appear. Each firm is acting in its best interest no matter what the other firm does Firm 1: $10 mil. Firm 2: $10 mil. Firm 2 Don 't Firm 1: $17 mil. Firm 2: $8 mil. Don 't Firm 1: $8 mil. Firm 2: $17 mil. Firm 1: $15 mil. Firm 2: $15 mil.
21 Cultural Examples of Game Theory John Nash A Beautiful Mind (2001) Mutually Assured Destruction (MAD) Ebay What is your best bidding strategy? What is your best bidding strategy independent of what other people do?
22 Competitive Forces 1. Competition from Existing Firms Amazon vs. Barnes and Noble vs. Buy.com 2. Threat From Potential Entrants Thinks of the Apps store Think of Starbucks and Entrants into Premium Coffee market 3. Competition from Substitutes Electronic vs. Hard cover encyclopedias Electronic pay vs Electronic free 4. Bargaining Power of Buyers If you only have one buyer, you will most likely be forced to sell at a lower price Automobiles and Tires 5. Bargaining Power of Suppliers Generalized input lots of competition (napkins), suppliers cannot extract from you your profits. (e.g. Napkin Suppliers cannot compete away profits from McDonalds because napkins are too general of an input Specific Input, less competition Operating Systems
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