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in oligopoly
Features of an oligopoly:
1.Product brands
each firm in the market is selling a branded (differentiated) product.
2.Entry barriers
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some entry barriers, none is large enough to have significant effect on market prices.
3.Interdependent decisionmaking 本
firms must take into account likely reactions of their rivals
such as changes of price, outputs and forms of nonprice competition.
4.Nonprice competition
a consistent feature of the competitive strategies of oligopolistic firms.
None price competition assumes increased importance in
oligopolistic markets.
In order to increase market share, firms usually choose
policies like:
1.advertising and marketing strategies
2. better quality of service
3. longer opening hours for retailers
4. discounts on product
5. contractual relationships with suppliers
Advertisement
Advertising spending is a major part of spending for many firms.
Many businesses see advertising simply as a way of increasing sales revenue. If
persuasive advertising leads to an outward shift in demand, consumers are
willing to pay more for each unit consumed. This increases the potential
consumer surplus that a business might extract.
e.g. advertisement of Broadway and Chanel 5 might increase their demands for a large
amount.
“Not just your ordinary theater experience. This is the
best production of the best damn musical ever!”
However,
1.It may only lead to a small amount of increase in market share,presumably,profits
especially the advertising elasticity of demand is relatively low.
AED is used to measure the effectiveness of this strategy in increasing demand versus
its cost.
(ADE=percentage change of quantity demanded divided by spending on advertising)
2.The advertising may expand the market as a whole.
bad advertising placement
Better quality of service
It includes guaranteed delivery times for consumers and lowcost servicing
agreements.
e.g. efficient delivery result in a good reputation of Amazon.
Longer opening hours for retailers
e.g. 24 hour telephone and online customer support.
Discounts on product
There are discounts on product upgrades when they
become available in the market.
Contractual relationships with suppliers
(also called marketing competition)
e.g.the contractual agreements with franchises
Apple has signed exclusive distribution agreements with TMobile of Germany,
Orange in France and O2 in the UK for the iPhone.
The agreements give Apple 10 percent of sales from phone calls and data transfers
made over the devices.
Another example, tied public houses and petrol stations through which breweries and
oil companies sell their products.
TO CONCLUDE
Because of the absence of keen price competition,oligopolistic firms are likely to
undertake nonprice competitions.
It is also a very powerful means of deterring potential competitors,for forms
might enter the market.
BUT,
There is a big opportunity cost for firms to invest more in order to become more
nonprice competitive.Once the firm launches an unsuccessful advertising,
potential loss is likely to be great.
Rather,oligopolists limit competition in order to limit the risks to their own
market shares and profits.