1. Market Structure Forms of Competition

2. Market Structure  What happens in a competitive environment?  New idea? – firm makes short term abnormal profit  Other firms enter the industry to take advantage of abnormal profit  Supply increases – price falls  Long run – normal profit made  Choice for consumer  Price sufficient for normal profit to be made but no more!

3. Market Structures  Type of market structure influences how a firm behaves:  Pricing  Supply  Barriers to Entry  Efficiency  Competition

4. Market Structure  Determinants of market structure  Number of firms in industry  Product differentiation  Advertising  Influence over price  Barriers to entry

5. Market Structure  Perfect Competition:  Easy entry and exit to industry  Homogenous product – identical so no consumer preference- no differentiation  Large # of buyers and sellers – no control over price  No advertising  Many firms  Examples: stocks, table salt, farming

6. Market Structure  MONOPOLITIC COMPETITION  Many firms  Limited control of price  Some product differentiation  Lots of advertising  Easy entry and exit into market  Example: women’s clothing, sneakers, restaurants  http://youtu.be/FQiuVW1GWpE http://youtu.be/FQiuVW1GWpE

7. Market Structure  Oligopoly – Competition amongst the few  Industry dominated by small number of large firms  Many firms may make up the industry  High barriers to entry  Products could be highly differentiated – branding or homogenous  Non–price competition  High degree of interdependence between firms

8. Market Structure  Examples of oligopolistic structures:  Supermarkets  Banking industry  Chemicals  Oil  Medicinal drugs  Broadcasting http://youtu.be/tm-6MjCavlM

9. Market Structure  Monopoly:  Pure monopoly – industry is the firm!  Actual monopoly – where firm has >25% market share  Natural Monopoly – high fixed costs – gas, electricity, water, telecommunications, rail

10. Market Structure  Monopoly:  High barriers to entry  Firm controls price OR output/supply  Possibility of price discrimination  Consumer choice limited

11. Market Structure  Advantages of a monopoly:  May be appropriate if natural monopoly  Encourages innovation  Disadvantages:  Exploitation of consumer – higher prices  Potential for supply to be limited - less choice  Potential for inefficiency –  http://youtu.be/A716RetMK3c http://youtu.be/A716RetMK3c

12. Market Structure Mind Map  Create an illustrative and informative mind map of all Market Structures  All 4 types of market structures  Each market structure must have illustration to symbolize its general character  Each market structure must show the major characteristics  # of firms  Product differentiation  Advertising  Control of Price  Entry/Exit barriers