Perfect Solution

Market Structures and Pricing Decisions Applied Problems.

Please, complete the following 2 applied problems in a Word or Excel document. Show all your

calculations and explain your results. Submit your assignment in the drop box by using the

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1. A small business which produces plastic vacuum-suction covers for round household

dishes has a monopoly that is protected by a utility patent. The market demand curve for

this product is estimated to be: Q = 6009 – 25P where Q is the number of plate covers

per year and P is in dollars. Cost estimation processes have determined that the firm’s

cost function is represented by TC = 120 + 2500Q -0.25*Q2.

(i)

What is the profit-maximizing price and output

level? Solve this algebraically for equilibrium P and Q and

also plot the MC, D and MR curves and illustrate the

equilibrium point.

(ii)

What profit do you expect that the firm will make in the first

year?

(iii)

Do you expect this profit level to continue in subsequent

years? Why or why not?

2. Greener Grass Company (GGC) competes with its main rival, Better Lawns and Gardens

(BLG), in the supply and installation of in-ground lawn watering systems in the wealthy

western suburbs of a major east-coast city. Last year, GGC’s price for the typical lawn

system was $1,995 compared with BLG’s price of $2,100. GGC installed 9,130 systems,

or about 55% of total sales and BLG installed the rest. (No doubt many additional

systems were installed by do-it-yourself homeowners since the parts are readily available

at hardware stores.) GGC has substantial excess capacity—it could easily install 25,000

systems annually, as it has all the necessary equipment and can easily hire and train

installers. Accordingly, GGC is considering expansion into the eastern suburbs, where the

homeowners are less wealthy. In past years, both GGC and BLG have installed several

hundred systems in the eastern suburbs but generally their sales efforts are met with the

response that the systems are too expensive. GGC has hired you to recommend a pricing

strategy for both the western and east¬ern suburb markets for this coming season. You

have estimated two distinct demand functions, as follows:

Qw = 1,035.548 - 6.07164Pgw + 2.83Pbw + 2,100Ag - 1,500Ab + 0.2348Yw

for the western market and

Qe = 49,714.29 - 30.7692Pge + 6.984Pbe + 1,180Ag - 950Ab + 0.0825Ye

for the eastern market, where Q refers to the number of units sold; P refers to price level;

A refers to advertising budgets of the firms (in millions); Y refers to average disposable

income levels of the potential customers; the subscripts w and e refer to the western and

eastern markets, respectively; and the subscripts g and b refer to GGC and BLG,

respectively. GGC expects to spend $1.5 million on advertising this coming year and

expects BLG to spend $1.2 million on advertising. The average household disposable

income is $55,000 in the western suburbs and $25,000 in the eastern suburbs. GGC does

not expect BLG to change its price from last year, since it has already distributed its

glossy brochures (with the $2,100 price stated) in both suburbs, and its TV commercial



has already been produced. GGC’s cost structure has been estimated as TVC 5 755.363Q

1 0.005Q2 where Q represents single lawn watering systems.

a. Derive the demand curves for GGC’s product in each market.

b. Plot graphically the demand and MR curves for each market, and also show

GGC’s combined marginal revenue curve (MR) and its MC curve. Show

graphically the quantities that should be produced and sold, and the prices that

should be charged, in each market.

c. Confirm your quantity and price results algebraically.

d. Calculate the price elasticities of demand in each market and discuss these in

relation to the prices to be charged in each market.

e. Add a short note to GGC management outlining any reservations and

qualifications you may have concerning your price recommendations.