This paper examines key operational and economic decisions for a low-calorie, frozen microwavable food company operating in an imperfectly competitive market. Beginning with equilibrium price and quantity calculations, the paper explores factors driving a shift from monopolistic to oligopolistic competition and the short-run and long-run cost implications of that change. It then identifies circumstances under which the firm should discontinue operations, recommends marginal cost pricing as a profit-maximizing strategy, and outlines a financial performance evaluation framework. The paper concludes with two actionable recommendations — increased marketing investment and continuous product innovation — to improve profitability and deliver greater value to stakeholders.
In the recent decade or two, there has been a significant increase and proliferation of microwavable food products in the consumer market. In contemporary society, with both parents often working late and household incomes rising, these products are not only convenient for families but are increasingly regarded as a gourmet delight that eliminates the need to visit a restaurant. These food products also benefit the entire household: children can have them after school, parents can carry them as lunches to work, and they can serve as dinner in the evening. Microwavable food products have become a household staple, and the prevalence of microwave ovens has made them all the more popular among consumers.
By setting QS equal to QD, the equilibrium price and quantity can be derived as follows:
QS = −7,909.89 + 79.0989P
P = (7,909.89 / 79.0989) − Q / 79.0989
QD = 57,675 − 100P
P = 57,675 / 100 − Q / 100
P = 576.75 − Q / 100
In this case:
MR = P = 576.75 − 0.10Q
But P = (7,909.89 / 79.0989) − Q / 79.0989
Therefore:
576.75 − 0.10Q = (7,909.89 / 79.0989) − Q / 79.0989
576.75 − (7,909.89 / 79.0989) = 0.10Q − Q / 79.0989
476.75 = 0.0873576Q
Q = 5,457.45
P = 31.005
Therefore, the equilibrium price is 31.005 cents and the equilibrium quantity is 5,457.45 units.
The market can grow into one that is more concentrated. Taking into account prevailing data, there may be fewer companies operating in the industry. With fewer corporations in the industry, the price of the product becomes more controllable. For this reason, initial monopolistic competition in the market structure can transition into oligopolistic competition. In this type of market structure, there are a minimal number of companies, each of which must continually monitor and check the competition with respect to price, production levels, and new product launches.
Therefore, if all companies in a monopolistic market begin altering their product prices and competing aggressively, the result would be a decline in their profits. This dynamic can also be observed when market structures shift from monopolistic to oligopolistic and firms produce the same product. However, companies in a monopolistic market structure must continue to be inventive by producing differentiated and diverse products and by being trailblazers, so that their consumer base is maintained.
A number of factors can cause changes in demand. These include a change in a competitor's product price, shifts in consumer income, or changes in the prices of inputs and raw materials. By shifting market structures, the company must ascertain who its competitors are and the market in which they operate in order to remain fully profitable.
In the short run, with respect to a monopolistic market structure, marginal cost is lower than price. The implication is that profit may not be generated in the short run. The entry of new companies into the industry can increase supply, which may cause the equilibrium price to decline. This decline is reflected in the shape of the demand curve. In the monopolistic market structure, there is free entry and exit in the industry, as well as variability in price and demand for firms that have been in the market for a long period of time.
In the long run, by contrast, marginal cost is always equal to marginal revenue. Long-run profits are zero, and consumers are ultimately drawn elsewhere. In order to remain profitable, it is essential that the price exceed the average cost. In the short run, the price should at minimum cover average variable costs; in the long run, total costs must be covered in order to sustain operations.
The relevant cost functions are as follows:
TC = 160,000,000 + 100Q + 0.0063212Q²
VC = 100Q + 0.0063212Q²
MC = 100 + 0.0126424Q
Average Total Cost (ATC) = 160,000,000 / Q − 115.56 + 0.01111Q
Setting ATC equal to its minimum:
160,000,000 / Q − 115.56 + 0.01111Q = −115.56 + 0.02222Q
160,000,000 = 0.0126424Q²
Q² = 160,000,000 / 0.0126424
Q² = 1,265,582,484
Q = 35,575
Value of Average Total Costs at Q = 35,575:
160,000,000 / 35,575 − 115.56 + 0.01111(35,575) = 477.22
"Conditions warranting exit and management responses"
For the company to remain profitable and viable, management must ensure they are aware of the products sold by competitors and the prices those competitors set. This awareness is essential for ongoing profitability, since consumers may otherwise lose their preference for the firm's products. It is also significant to ensure that the business maintains relationships with multiple suppliers, in case one becomes insolvent or ceases operations. Finally, the company must ensure it maintains sufficient capital (Keat et al., 2013).
A recommended pricing policy that will enable the company to maximize profits is marginal cost pricing. Under this approach, the price set for a product is equivalent to the additional cost of producing one extra unit of output. Applying this pricing policy, a company charges — for every unit of product sold — only the addition to total cost that arises from materials and direct labor. Companies frequently set product prices that are approximately equal to marginal cost during periods of poor retail sales. In order to remain profitable, the company must set a price higher than its average total cost at the maximum level of output. The price must cover average cost in the short term and average total cost in the long term (Uslay, 2012).
P = 576.75 − Q / 100
Total Revenue (TR) = P × Q
TR = 576.75Q − Q² / 100
Marginal Revenue (MR) = dTR / dQ
MR = 576.75 − 2Q / 100
For profit maximization, MR = MC:
"Framework for assessing short- and long-run profitability"
"Marketing investment and product innovation recommendations"
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