Monopoly. Johan Stennek

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1 Monopoly Johan Stennek 1

2 Monopoly Q: Examples of monopoly? SJ on the route Stockholm Linköping? companies with patent? District Hemnet? 2

3 Monopoly Q: How do you define monopoly? supply side One firm producing the product No close Barriers to entry demand side Many small buyers (consumers, small firms) Firm can set price without thinking about Other firms or not) Individual consumers Same reason: Barriers to entry 3

4 Q: Examples of entry barriers? Barriers to entry Legal Patents to protect R&D: Copy rights: Books control: liquor Fiscal: gambling Economies of scale / market size District hea@ng in ci@es Food retailing in rural areas Telecom networks Exclusive access to essen@al resource Natural resource Exclusive distribu@on agreement Network effects Hemnet 4

5 Q: Why study monopoly? some important monopolies district Policy policy: ban on exclusion + merger control press subsidies deregula@on Prepara@on for studying compe@ng firms 5

6 Examples Huge costs for R&D Patents for 20 years => Monopoly Striking stylized fact Prices for the same drug differ hugely between countries 6

7 Examples Lipitor Reduces cholesterol Manufacturer prices per dosage in 1998 (10 mg tablets) US: $ 1.46 Sweden: $ 0.94 Losec Ulcer treatment Manufacturer prices per dosage in 1998 (20 mg tablets) US: $ 2.99 Sweden: $

8 Examples 8

9 Examples Why are prices for the same good different in different geographical markets? Why do prices differ from costs (= similar in all countries)? Is this pajern good or bad? 9

10 The monopoly model

11 Monopoly model Behavioral Firm wants to maximize profits Choice Price Exogenous Demand [P(q) or Q(p)] Cost [C(q)] 11

12 Monopoly model Price Choice variables 12

13 Monopoly model Price Exogenous condi5ons Marginal cost 13

14 Monopoly model 9 Note: Demand constrains the monopolist Wants to charge p = 9, can only sell q = 1 Want to sell q = 8, can only charge p = Quan@ty 14

15 Monopoly model 9 π = (9 1)*1 = 8 9 π = (2 1)*8 = Very high margin: 8 = 9 1 Very low sales: 1 => low profit: 8 Very low margin: 1 = 2 1 Very high sales: 8 => low profit: 8 15

16 Monopoly model Demand constrains the monopolists behavior Trade-off between margin and sales Need to strike a balance Now let s try to find this balance Profit = Revenues - Cost Need to study how revenues depend on sales 16

17 How do revenues depend on sales? 17

18 p Revenues q 18

19 p 10 9 Revenues q p q 19

20 p 10 9 Revenues q p R=pq q 20

21 p Revenues 10 9 Marginal revenue: Change in revenues from selling one unit more q p R=pq MR q 21

22 p Revenues q p R=pq MR ? q 22

23 p Revenues Exercise: P = 8, but MR = 7 < p Why? q p R=pq MR q 23

24 p Revenues q p R=pq MR q 24

25 p Revenues 10 q p R=pq MR the inframarginal consumer now pays 8 wherefrom the marginal revenue decreases with one unit q 25

26 p Revenues q p R=pq MR ? q 26

27 p Revenues Exercise: P = 7, but MR = 5 < p Why? q p R=pq MR q 27

28 p Revenues 10 q p R=pq MR the inframarginal consumers now pay 7 and the marginal revenue decreases with 2 more units q 28

29 p Revenues 10 q p R=pq MR q 29

30 p Revenues 10 q p R=pq MR q 30

31 p Revenues The more 10 I sell, the more costly it is to lower price by 1 9 => 8 MR is falling (normally) q p R=pq MR q 31

32 Revenues Price Revenues TR = P( q)q P(q) Quan@ty 32

33 Revenues Price Revenues TR = P( q)q If I sell one unit more: MR = P( q) + P' ( q)q Price of addi@onal unit P(q) Quan@ty 33

34 Revenues Price Revenues TR = P( q)q If I sell one unit more: MR = P( q) + P' ( q)q Reduc@on in price on all units Price of addi@onal unit P(q) Quan@ty 34

35 Revenues Price Revenues TR = P( q)q If I sell one unit more: MR = P( q) + P' ( q)q < P q ( ) MR < P P(q) Quan@ty 35

36 Revenues Price Revenues TR = P( q)q If I sell one unit more: MR = P( q) + P' ( q)q Marginal revenue P(q) Quan@ty 36

37 Revenues Price P(q) Revenues TR = P( q)q If I sell one unit more: MR = P( q) + P' ( q)q MR(q) Marginal revenue P(q) Quan@ty 37

38 Monopolist s choice of quan@ty 38

39 Choice of Exercise: Set up monopoly problem and solve for Cost C(q) Inverse demand: P(q) 39

40 Choice of Profit ( ) = P q π q ( ) q C q ( ) First order condition ( q) = P( q) + P q ( q) q C q q π q ( ) = 0 Rewrite ( ) + P q q P q ( ) q = C q q ( ) Interpreta@on? 40

41 Choice of Profit ( ) = P q π q ( ) q C q ( ) First order condition ( q) = P( q) + P q ( q) q C q q π q ( ) = 0 Rewrite ( ) + P q q P q ( ) q = C q q ( ) Interpreta@on? 41

42 Choice of Profit ( ) = P q π q ( ) q C q ( ) First order condition ( q) = P( q) + P q ( q) q C q q π q ( ) = 0 Rewrite ( ) + P q q P q ( ) q = C q q ( ) Interpreta@on? 42

43 Choice of Price Profit 1. p = P(q) 2. MR(q) = MC(q) Note: Price > Marginal cost p m Marginal cost q m Marginal revenue Quan@ty 43

44 Monopoly A firm has market power if it can set a price above marginal cost, without losing all sales 44

45 Choice of First order condition ( q) = P( q) + P q ( q) q C q q π q ( ) = 0 Second order condition ( q) = 2 P q ( q) + P qq ( q) q C qq q π qq ( ) < 0 Example: Marginal cost constant or increasing C qq 0 Demand linear or concave P qq 0 45

46 Choice of Exercise: Set up monopoly problem and solve for and price! Constant unit cost: c Linear inverse demand: p = a b q (No need to check 2 nd order condi@on) 46

47 Choice of Profit ( ) = P q π q ( ) q C q [ ] q c q ( ) = a b q First order condition ( q) = [ a b q] b q c = 0 π q P a Solve for q q = a c 2 b (a+c)/2 c Find p ( ) = a b q = a b P q a c 2 b = a + c 2 (a-c)/2b MR D Q 47

48 What determines price? 48

49 1. Cost 49

50 What determines price? Exercise: Assume marginal cost increases from 1 to 2. What happens to price?

51 What determines price? Solu5on: Cost increase 1 Monopolists wants to produce 50 units less Price increase.5

52 What determines price? Conclusion: Price is increasing in cost Marginal cost (but not fixed cost) Pass through = 1/2 (but only in linear case) In general: pass through 0 - By symmetry If cost reduced, firms reduce price but not necessarily by same amount 52

53 What determines price? So, don t fixed costs majer at all for prices? Answer Short term: No! Only marginal cost. Long run: Yes! If average costs are not covered => exit => less compe@@on => higher prices 53

54 Profit ( ) = P( q) c π q ( ) q Formal analysis First order condition ( q) = P( q) c π q ( ) + P q q ( ) q = 0 Rewrite ( ) + P q q P q ( ) q = c Differentiate to study effect of change in cost 2 P q ( q) dq + P qq ( q) q dq = dc Rewrite dq dc = 1 2 P q q ( ) + P qq q < 0 (Second order condition for maximization) ( ) q 54

55 2. Demand 55

56 What determines price? Exercise: Assume WTP falls by 2. What happens to price?

57 What determines price? Solu5on: WTP falls by 2 Price falls by 1

58 What determines price? Exercise: Assume demand falls? What happens to price?

59 What determines price? Solu5on: Price is increased!

60 What determines price? H v 1 H v 2 L v 1 Green market High demand Elas@c demand Need not reduce price much to sell 2 nd unit Op@mal price = v 1 L Red market Low demand (Q equal or lower at every price) Inelas@c demand Need reduce price much to sell 2 nd unit Op@mal price = v 2 H > v 1 L v 2 L Quan@ty 60

61 Welfare & Efficiency

62 Welfare Q: How much welfare is created in a market? Firm owners? = profit Consumers? = consumer s surplus (Q: define CS) consumer s surplus = WTP p Employees? = no gain if w = cost of working (which is assumed) 62

63 Monopoly Welfare p m Profit q m 63

64 Monopoly Welfare Consumer surplus p m Profit q m 64

65 Monopoly Welfare Are there any ways to measure the total welfare in this market? p m Consumer surplus Profit Total surplus: Profit + CS - Since CS measured in - If we don t care about distribu@on Compe@@on authori@es? - Only care about CS! q m 65

66 Efficiency Is it possible to increase welfare in this market? Q: Define Pareto efficiency is in-efficient if it is possible to improve for one agent without making it worse for somebody else Q: Define principle is in-efficient if it can be changed in such a way that those who gain could compensate those who lose Akin to Total Surplus 66

67 Efficiency Q: Is it possible to increase welfare in this market? Pareto efficiency principle 67

68 Efficiency Consumer surplus Welfare loss - There are un-served customers, who are willing to pay more than cost p m Profit DWL q m 68

69 Efficiency Consumer surplus Q: There is money on the table - Why doesn t the firm sell more? p m Profit DWL q m 69

70 Efficiency Price A: To sell one more unit, the monopolist has to lower price, not only on the last unit, but on all units TR = P( q)q MR = P q ( ) + P' q ( )q < P q ( ) P( q) P( q) + P' ( q)q Marginal revenue P(q) Quan@ty 70

71 Efficiency Q: Other inefficiencies caused by monopoly? Dead weight loss Cost: Can pass on cost increases to consumers Rent-seeking: Monopoly profit worth lobbying for Other Choice of quality Investment 71

72 Price se~ng Same as before slightly different analysis Derive convenient formula

73 Price se~ng Previously max q π ( q) = P q ( ) q C q ( ) Q: How do we rewrite as decision over p? π ( p) = p D( p) C D( p) ( ) Here we use the demand func@on D(p) not the indirect demand func@on P(q) Composite func@on: C(D(p)) 73

74 Price se~ng Profit ( ) = p D( p) C D( p) π p ( ) Q: First order condition? 74

75 Price se~ng Profit ( ) = p c π p ( )D p ( ) First order condition ( p) = D p π p ( ) + p D p ( p) C q D( p) ( ) D p p ( ) = 0 Recall: Chain rule 75

76 Price se~ng Profit ( ) = p c π p ( )D p ( ) First order condition ( p) = D p π p Factor out D p π p ( ) + p D p ( p) C q D( p) ( p) ( p) = D( p) + p C q D( p) ( ) ( ) D p p D p ( p) = 0 ( ) = 0 76

77 Price se~ng Profit ( ) = p c π p ( )D p ( ) First order condition ( p) = D p π p Factor out D p π p ( ) + p D p ( p) C q D( p) ( p) ( ) ( p) = D( p) + p C q D( p) ( ) D p p D p ( p) = 0 ( ) = 0 Rewrite p C q p ( ) ( ) = D p p D p p 77

78 Price se~ng Rewrite p C q p ( ) ( ) = D p p D p p Q: What is this? 78

79 Price se~ng Rewrite p C q p ( ) ( ) = D p p D p p Elasticity of demand ( ) p D p ( p) D( p) η p Market power (Lerner index) L p MC p 79

80 Price se~ng Rewrite p C q p Interpretation L = 1 η p ( ) ( ) ( ) = D p p D p p η p Cau5on Elasticity of demand ( ) p D p ( p) D( p) This expression hides the fact that the Market level of power demand (Lerner also index) majers L p MC p Inverse elas5city rule Monopolist s market power determined by consumers price sensi@vity 80

81 3 rd degree price

82 3 rd degree price Conclusion: Price depends on demand High demand high WTP high price (typically) Low price High price (typically) 3 rd degree price discrimina@on Recall pharmaceu@cal market Low prices in Greece, Spain, Portugal High prices in Switzerland, Germany, UK Defini@on of P.D: Charge different price for same product to different consumers 82

83 3 rd degree price Q: Under what can firms charge different prices from different consumers based on WTP? - Informa@on about WTP - No arbitrage (but internal market) 83

84 3 rd degree price Q: Is it a good or a bad thing that prices of pharmaceu@cals is lower in Greece than in Sweden? Bad: Inefficient distribu@on of given amount of goods Good: If price discrimina@on illegal, firms may set high price, and not sell in poor countries But: Even bejer if p Greece = p Switzerland = mc 84

85 3 rd degree price What if firm must earn p > c to finance R&D. Are price differences then good or bad? Good: It may be fair that countries with low income pays less Good: To minimize total global welfare loss, charge high price in country with low price sensi@vity (Ramsey pricing) 85

86 Price

87 Price Q: Current law Abuse of dominant Dominant firms may not impose unfair prices Never used Sector specific Rental apartments Telecom; District (has been discussed) On-patent medicines; Pharmacies and price during crisis If Sweden cut off from imports (food, oil, ) Removed? 87

88 Price Q: Why so lijle price Q: Problems with price 1. P = MC may not work when there are fixed costs 2. Informa@on 3. Incen@ves for innova@on 4. Regulatory uncertainty 5. Administra@ve costs 88

89 Price Fixed costs DWL gain from P > MC to finance fixed costs subsidize & use taxes DWL moved 89

90 Price Q: What would regulator need? If no fixed costs only MC Otherwise Cost Demand 90

91 Price for Monopoly: High WTP high price Firms to invent new products that people are willing to pay for 91

92 Price Regulatory uncertainty 2013 Swedish Market Court decided a case about what prices TeliaSonera was allowed to charge for broadband services in

93 Price costs Example: TeliaSonera s external legal advice at least 1mn 93

94 Case study: Value-Based Pricing of Medicines

95 VBP Dilemma Efficient use of medicines p = MC Incen@ves to develop new medicines Huge fixed costs p > MC Efficient incen@ves p must be related to WTP 95

96 VBP Patents p > MC Pros: Investment incen@ves Cons: Large DWL, since WTP high MC low Solu@on 2: Subsidize medicines Average subsidy in Sweden 80% People will consume despite high price! 96

97 VBP Exercise: Compute monopoly price Demand: q = v p Consumer Cost: C = c q Subsidy: p Consumer = λ p Producer, Exercise: Compare No subsidy λ = 1 and λ = 0.2 Assume: v = 10; c = 1 97

98 VBP Monopoly π = (p P c) ( v λ p P ) π p P = v λ pp ( ) λ (p p c) = 0 p P = v λ + c 2 Comparison p C = v + λ c 2 q = v v + λ c 2 = v λ c p P = = 5.5 p C = = 5.5 q = = p P = = 25.5 p C = = 5.1 q = =

99 VBP Subsidy + Monopoly pricing Subsidy turned into gi to firms Lijle effect on DWL Lijle insurance to ci@zens 99

100 VBP v/λ 80% subsidy => people willing to pay higher prices v v q 100

101 VBP VBP (= form of price Company apply to be included in the subsidy Tandvårds- och Läkemedelsförmånsverket (TLV) 101

102 VBP Company provides about value of drug People with different deceases People with different side-effects 102

103 VBP Company provides about value of drug People with different diseases People with different side-effects Value Users 103

104 VBP Note 1 Value is for average individual (Income differences are assumed away) 104

105 VBP Note 2 Companies must undertake substan@al research to prove value Medical effects Economic value of medical effects 105

106 VBP Price Company sets price TLV decides which users get the drug subsidized 106

107 VBP Value Firm sets price Price Users 107

108 VBP Value TLV sets Price Included Not Users 108

109 VBP Conclusion Value-based pricing = normal monopoly pricing But the firm cannot steal the subsidy Mo@va@on P = social value of drug gives firms incen@ves to develop drugs crea@ng value 109

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