ECON 106T Lecture Notes - Lecture 3: Niche Market, General Dynamics, Bertrand Competition

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To increase profits firm must increase added value: drive a bigger wedge between benefits and costs. In the led example, only one firm (the one with the greatest added value) can earn positive profits. Often, consumers are heterogeneous (not just firms: some people prefer android features, others iphone features, some people place low value on data plan and have old nokia. Many firms can have positive added value and earn profits: understanding consumer heterogeneity is key to successful strategy. Vertical differentiation: if pa=pb then everyone prefers a to b, if people value quality differently, some firms offer high-quality high-price goods; others offer low-quality low-price goods. Horizontal differentiation: if pa=pb then some prefer a and some prefer b, firms can carve out niches, targeting specific customers. Hotelling"s model: customers located uniformly distributed on line [0,1], customers have transport costs cd, where d is distance, firms have zero costs. 1 2: bertrand competition: pa=pb=0 and both get zero profit.

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