Showing posts with label pricing decision. Show all posts
Showing posts with label pricing decision. Show all posts

Market Economy : Concept, Features and Functions of Market Economy

Concept of Market Economy

The resources are limited in the society. Hence, throughout history, every society has faced the fundamental economic problem of deciding what to produce, and for whom. According to R.G. Lipsey and C. Harbury, "the term economic system refers to a distinctive set of social and institutional arrangements within which answers are provided by determining how resources are allocated."

In the 20th century, two competing economic systems were used for the solution of these problems: command economies directed by a centralized government and market economies based on private enterprise. The market economies are prevalent in North America, Western Europe and Japan. The command economies were prevalent in the former Soviet Union, Eastern Europe and parts of Asia over the past half-century.

At present in the last decade of 20th century, the command economy has been found to be a failure. It has "failed to sustain economic growth, to achieve a measure of prosperity, or even to provide economic security for its citizens."

The market economies are, by nature, decentralized, flexible, practical and changeable. The central fact about market economies is that there is no center. The 'invisible hand' works in the private market place. The market economies are based on the principle of individual freedom: freedom as a consumer to choose among competing products and services, freedom as a producer to start or expand business and share its risks and rewards, freedom to choose a job, join a labor union or change employers.

According to R.G. Lipsey and C. Harbury, "In a type of economic system all decisions about resource allocation are made without any central direction but, instead, as a result of innumerable independent decisions taken by individual producers and consumers: such a system is known as a market economy."

Functioning of Market Economy

The functioning of a market economy may be described as follows: 

Production


Decision in command economies the economic planners, production experts and political officials establish production levels of goods and designate which factories will produce them. The central planning committees establish the prices of the products and wages for the workers who produce them. It is the set of central decisions that determines the quantity, variety and prices of products. Due to this, there either shortages or surpluses of the products in the economy. The planning authorities are unable to make efficient decisions when number of people, products increase and the production technologies change rapidly.

The phenomenon of command economies does not happen in the market economy. In a market economy, government ministry, or planners do not decide the quantity, quality, and design of the products. Anyone individual or company, can decide and sell products. This leads to direct competition between different firms producing the products. Competition is the heart of market economies. Due to competition there are different products available to the consumers. 

Pricing Decision


Another key point about market economies is that the planning committee does not fix the prices of products. The sellers are free to raise or lower prices according to changing market conditions. When products become scarce, the price usually rises. The price increase accomplishes two things at the same time. 

The price rise makes the product more expensive compared to other products. Hence, some consumers will choose fewer of them. 

The higher price goes directly to the producers and sellers. Hence the higher price increases the profits of the firms enabling them to produce and sell more goods. Attracted by high price, other firms will also begin to make the popular product. 

Incentives


The higher prices give every consumer and producer incentive to respond. Because, they are allowed to reap the benefits of their own decisions while also bearing the associated risks and costs. For example, the consumers willing to pay the higher prices can get the popular product. But they have to give up more money and other goods and services to do so.

On the production side, the firms making popular products can sell them at competitive prices and earn profits. The producers who make unwanted products or produce inefficiently incur losses. Eventually, they must either learn to produce efficiently or will go out of business. In sum, the economic incentives work in a market economy. 

Efficient Resource Allocation


The consumers, producers and workers all work in their own self-interest in open and competitive markets. They use their economic resources in ways that have the greatest value to the national economy. They are useful in satisfying more of people's wants. The first person to point out this fact in a systematic way was the great classical economist Adam Smith. He published his famous book 'An Enquiry Into The Nature and Causes of Wealth of Nations,’ in 1776. He was first to describe how an economy based on a system of market could promote economic efficiency and individual freedom.

Smith described the feature of market economics in these words, "People are led as if by an invisible hand" to work and behave in ways that use resources efficiently, in terms of producing things that other people want and are willing to pay for, even though that may have been "no part of their original intentions". In market economies, with a decentralized system of private markets, resources are efficiently allocated to satisfy consumer demands.

Despite many benefits of market economy, it provides no magic solutions. "The market economies are by no means immune to issues such as inflation, unemployment, pollution, poverty and barriers to international trade". Hence, the government will have to play a critical role in helping correct problems that cannot be fully solved by a system of private markets.

Features of Market Economy


Two major types of economic system are command and market economies. In command economies, resources are allocated by decisions taken by central planners. In market economies, the allocation of resources is determined by decentralized decisions coordinated through the price mechanism.

The basic features of market economy are as follows:
  1. Decentralized decision-taking: In a market economy, decisions relating to basic economic issues are decentralized. But they are coordinated. The main coordinating device is the set of market-determined prices. 
  2. Freedom of enterprise: People are free to choose nay occupation or take up any business according to self-interest. 
  3. Profit motive: The economic activities are undertaken with the aim of earning profit. People themselves borne the risk and return of business. 
  4. Consumer's sovereignty: The consumer is the king in the sense that they have complete freedom in making choice of the products. 
  5. Price mechanism: The price mechanism guides producers and consumers in making production and consumption decisions. The price system is the coordinator of decisions. Every day millions of people independently make millions of decisions relating to consumption and production. Most of these decisions are not motivated by a desire to contribute to the social good, but by the consideration of self-interest. The price system coordinates these decentralized decisions. Due to this the whole system is sensitive to whishes of the individuals who compose it. Price is a signaling device, which give signals about scarcities and surpluses. 
  6. Perfect competition: There is perfect competition in the market between producers, consumers and consumers and producers. 
  7. Specialization in production: There is specialization in production. It is accompanied by freedom to exchange what is produced among individuals. 
  8. Market-determined prices: The most remarkable feature of the market economy is that it requires no planning authority to allocate resources. The key to the whole process is to be found in the role of prices. The prices perform the crucial function of providing signals that help to determine the allocation of resources. 
  9. Lack of conscious direction: The market economy fulfills its function of coordinating decisions without any one having to understand how it works. For example, a farmer need not know how many people eat rice and where they live. He needs to know only the cost of production and price of rice. By responding to such public signals as the costs and prices of what he buys and sells, the farmer helps the whole economy fit together, to produce what people want, and to provide it where and when they want it. 
  10. Laissez-faire: There is what is called laissez-faire in the market economy. This French expression describes the belief that the market economy would perform most efficiently if left free from government intervention. Adam Smith opined that the 'hidden hand' of market forces should be allowed to govern the economy.

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Concept of Incremental Pricing with Incremental Analysis

The real world counterpart to marginal analysis is incremental profit analysis, which deals with the relationship between the changes in revenues and costs associated with managerial decisions. The emphasis on only the costs or revenues that are actually affected by the decision ensures proper economic reasoning in decision analysis. That is, proper use of incremental profit analysis results in accepting any action that increases net profits and in rejecting any action that reduces profits.

The fact that incremental analysis involves only those factors which are affected by a particular decision. It does not mean that the concept is easy to apply. Proper use of incremental analysis requires a wide-ranging examination of the total effect of the decision. For example, a firm’s decision to introduce a new product. Incremental analysis requires that the decision is based on the net effect of changes in revenues and costs. An analysis of the effect on revenues involves an estimate of the net revenues to be received for the product and, additionally, a study of how sales of the new product will affect the firm’s other products. It may be that the new product will affect the firm’s other products. It may be that the new product will, in fact, compete with the firm’s existing products; if so, even though the new product has a high individual revenue potential, the net effect on revenue might not justify the added expense. At the other extreme, although a new product may not be expected to produce much profit on its own, if it is complementary to the firm’s other products; the expected gain in sales of these other products could result in a large incremental increase in total profit.

The direct incremental costs associated with the new product, the firm must consider any impact on the costs of existing products. For example, introduction of a new product might cause production bottlenecks that would raise the cost of other products.

Incremental analysis involved long-run as well as short-run effects. New products may appear to be profitable in an incremental sense in the short-run because the firm has excess capacity in its existing plant and equipment. Over the long-run, however, this commitment to produce the new item may require a substantial investment when the necessary equipment wears out and must be replaced. There may also be high opportunity costs associated with future production if either expansion of other product lines or development of future alternative products is restricted by the decision to produce the new product.

It is important to stress once again that incremental analysis is based on the changes associated with the decision. For short-run analysis, fixed cost (over-head) is irrelevant and must not be included in incremental analysis.

An Illustration of Incremental Analysis

The Business Week article on flexible pricing cited above reports on pricing practices that reflect the use of incremental logic by numerous firms. The value of this approach is also demonstrated by an example of how Buddha Airlines has used incremental analysis in its flight service decisions. Then considering adding a new flight (or dropping an existing one that appears to be doing poorly), Buddha airways engages in a very through incremental analysis along the lines of table. The corporate philosophy is clear: “If revenues exceed out-of-pocket costs, but the flight on.” In other words, continental compares the out-of-pocket, or incremental, costs associated with each proposed flight to the total revenues generated by that flight. An excess of revenues over incremental costs leads to a decision to add the flight on continental’s schedule.

Table: Incremental Analysis as Employed by Yeti Airlines

Problems: Shall Buddha run an extra daily flight from Kathmandu to Pokhara?
Facts: Fully-allocated costs of this flight Rs. 4,500
          Out-of Pocket costs of this flight Rs. 2,000
          Flight should gross Rs. 3,100

Decision: Run the flight. It will as Rs.1,100 to net profit by adding Rs. 3,100 to revenues and only Rs. 2,000 to costs. Overhead and other costs totaling Rs. 2,500 (Rs. 4,500 minus Rs. 2,000) would be incurred whether the flight is run or not. Therefore, fully-allocated or average costs of Rs. 4,500 are not relevant to this business decision. It is the out-of-pocket, or incremental, costs that count.

The out-of-pocket costs figure that Buddha Airways users is obtained by circulating a proposed schedule for the new flight to every operating department concerned and finding out what added expenses will be incurred by each of them. Here, an alternative costs concept is used. If a ground crew is on duty and between works on other flights, the proposed flight is not charged a penny of their salary. Some costs may even be reduced by the additional flight. For example, on a late-night round trip flight between Kathmandu and Pokhara, Yeti Airways often flies without any passengers and with only a small amount of freight. Even without passenger revenues, these flights are profitable because their net costs are less than the rent for overnight hanger space of Kathmandu.

On the revenue side, Buddha Airways considered not only the projected revenues for the flight but also the effect on revenues of competing and connecting flights on the Buddha Airways schedule. Several Buddha airways flights which fail to cover even their out-of-pocket costs directly bring in passengers for connecting long-haul service. When the excess of additional revenue over cost on the long-haul flight is considered, Buddha airways earns a positive net profit on the feeder services.

Budhha airways use of incremental analysis extends to its schedule of airport arrival and departure times. A proposed schedule for Biratnagar Airport. For example it has two planes landing at the same time. This was expensive for Buddha airlines, because it facilitates in Biratnagar at that time were not sufficient to service two planes simultaneously. Buddha airways would have been forced to lease an extra fuel truck and to hire three new employees at an additional monthly cost of Rs. 1,800. However, when Buddha airlines began shifting around proposed departure times in other cities to avoid the congestion at Biratnagar, it appeared that the company might lose as much as Rs. 10,000 in monthly revenues, if passengers switched to competing flights leaving at more convenient hours. Needless to say the two flights were schedule to be on the ground in Biratnagar at the same time.

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Pricing decision on the basis of Cost Plus Pricing Theory

The pricing policy and pricing method depends on the objective of a firm sets for it. Cost Plus Pricing is also known as Mark-up or Average Cost or Full Cost Pricing. The Cost Plus Pricing is the most common method of pricing of a product by the manufacturing firms. The general practice under this method is to adds a ‘fair’ percentage of profit marginal to the average variable cost (AVC).

The price is set on:
P = AVC + AVC(m)

Where,
P = Price,
M = Mark-up percentage,
AVC(m) = Gross profit margin (GPM)

The mark-up percentage (m) is fixed so that to cover average fixed cost (AFC) and a net profit margin (NPM).

Thus,
AVC (m) = AFC + NPM

The procedure of arriving at AVC and price fixation may be summarized as follows:
  1. The first step in pricing fixation is to estimate the AVC. For this, the firm has to ascertain the volume of its output for a given period of time, generally a fiscal year. To ascertain the output, the firm uses figures of its ‘planned’ or ‘budgeted’ output or takes into account its normal level of production. If the firm is in a position to compute its optimum level of output or the capacity output, the same is used as standard output in computing the AC.
  2. The another step is to compute the total variable cost (TVC) of the ‘standard output’. The TVC includes direct costs, i.e., cost of labour and raw materials and other variable costs. These costs added together give the total variable cost. The AVC is then obtained by dividing the TVC by the standard output (Qs).
Hence,
AVC = TVC / Qs

After AVC is obtained, a ‘mark-up’ of some percentage of AVC is added to it for profit and the price is fixed while determining the mark-up, firms always take into account ‘what the market will bear’ and the competition in the market.

Given the possibility that cost-plus pricing might result in a non-optimal pricing/output decision. There are, indeed, reasons for this use, and on examination of the deviations between the basic micro economic model of the firm and the actual environment faced by the business explain why cost plus pricing is so popular.

Although micro economic theory is based on an assumed goal of value maximization, much of it is developed around a static construct in which the firm is assumed to operate so as to maximize short-run profits. Implicit in this is the assumption that continual maximization of short-run profits, coupled with proper adjustments to the physical plant as technology, factor prices, and demand change, will lead to long-run profit and value maximization.

The real world is more complicated than this model suggests. Actions taken at one time affect results in subsequent times, and wise business managers recognize this fact. Accordingly, because short-run profit maximization is seldom entirely consistent with long-run wealth maximization, firms do not focus solely on short run profit maximization.

Consider the case of a firm that sets the current price of its product below the short-run profit maximizing level in order to expand its market rapidly. Such a policy can lead to long-run profit maximization if the firm is able to secure a larger permanent market share by its action. A similar policy might also be used to forestall competitive entry into the market. From a legal standpoint, a policy of accepting less than maximum short-run profit could reduce the threat of antitrust suits or government regulation, thereby again leading to long-run profit and wealth maximization.

The existence of uncertainty in the real world is another complication that causes firms to depart from the theoretical micro economic pricing solution. Pricing under micro economic theory is based on the assumption that firms have precise knowledge of the marginal relationships in their demand and cost functions. Given these knowledge, it would be easy to operate so as to equate marginal revenue and marginal cost. However, firms know their cost and revenue functions only to an approximation, when the uncertainties of the future-economic condition, the weather, labor contract settlements and so on are added, it is abundantly clear why managers might do something other than equate marginal revenue and marginal cost when making price/output decisions.

Although the pricing corollaries of micro economic theory are far too limited to be applied without modification in actual pricing problems, the theory does not provide a useful basis for analyzing a firm’s pricing decision.

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Scope of Managerial Economics | Demand Analysis and Forecasting | Cost and Production Analysis | Pricing Decisions and Techniques | Profit and Capital Management | Objective of Business Firm

The scope of managerial economics means the fields of study in which managerial economics cover. Hence, scope of managerial economics includes the subject matter of managerial economics and relationship of managerial economics with other subjects also fall under the scope of managerial economics.

Managerial economics has a close connection with economic theory, operations research, statistics, mathematics and the theory of decision making. Managerial economics also draws together and relates ideas from various functional areas of management such as production, marketing, finance and accounting, project management, etc. Managerial economics is concerned with the following aspects which constitute its subject matter.
  1. Demand Analysis and Forecasting: Demand analysis theory can be a source of many useful insights for business decision-making. The fundamental objective of demand theory is to identify and analyze the basic determinants of consumer needs and wants. An understanding of the forces behind demand is a powerful tool for managers. Such knowledge provides the background needed to make pricing decisions, forecast sales and formulate marketing strategies. A forecast of future sales is essential before making production schedules for employing resources. The forecast helps the manager in keeping and strengthening the market and increasing profits. Demand analysis and forecasting both are very much essential for business planning and take an important place in managerial economics. Under this topic; determinants of demand, types of demand, elasticity of demand, various statistical and non-statistical methods of demand forecasting are included.
  2. Cost and Production Analysis: The cost estimates are helpful for managerial economics. The cost estimate is essential for planning aims. The factors determining costs are not always known or controllable which gives rise to cost uncertainty. It is required to find out the economic costs and measure them for profit planning, cost control and sound pricing practices. The factors of production are scarce (limited) and have alternative uses. The factors of productions may be allocated in a particular way to get maximum output. Due to this, production analysis is also important in managerial economics. The major topics of study under cost and production analysis are concepts of cost and classification, production function, least-cost combination of inputs, factor of productivity returns to scale, etc.
  3. Pricing Decisions and Techniques: Pricing decisions take up an important place in managerial economics because the main objective of a firm is the maximization of profits that depends on suitable pricing decisions. So, price is the source of the revenue, the success of a firm depends on the correctness of the pricing decisions. The main topics included under it are: Price determination under different market structure, pricing objectives, pricing methods, price discrimination, price of joint products.
  4. Profit and Capital Management: Profit provides the index of success of a business firm. So, the business firms are organized for making profits. Profits analysis is difficult since the knowledge about uncertain future but uncertainty expectations are not always realized which makes the profit planning and measurement difficult that is covered by managerial economics. The important aspects covered under the topics are nature, theories and measurement of profit, profit policies and techniques of profit planning. There is one of difficult problems of a business manager is relating to firm’s capital investments. Hence, capital management is required which in turn, needs considerable time and labor. Capital management means planning and control of capital expenditures. The main aspects covered are: Cost of capital, types of investment decisions, and evaluation of selections of projects.
  5. Objective of Business Firm: A firm should fix its objective at the initiation of the business. The objective may be many ranging from profit maximization to sales maximization to utility maximization to satisfying. It is assumed that manager consistently makes decisions in order to maximize profit. Though a firm may have only one objective at a time. The objective should guide a firm in decisions regarding its prices and outputs.

Traditionally, managerial economics drew heavily upon economic analysis for its decision-making process. But lately, the development of mathematical and statistical techniques for analyzing situations faced by managerial economists have also prompted their use in the decision-making process. Managerial economics is also concentrated on integration of managerial economics and operation research. Hence, many mathematical, statistical as well as other techniques are also regarded as a part of a managerial economics.

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