Market Structure
Introduction
Market
structure refers to the characteristics of the market for instance its
organization and how those characteristics affect pricing (Riley, Para. 1-2).
The market structure has many different features such as the number of firms
and their market shares, the frequency of customer’s turnover, the costs of
buying the products and the customers. The market structure has an effect on
the prices, levels of supply, entry by other firms; including competition and
the efficiency of operations. Moreover, the market structure is determined by
such factors as the ease of entry or exit into the industry, the barriers that
new firms may have to deal with, nature of who control the pricing of the goods
or services and finally the products that the firms produce (Ibid). The paper
will examine four primary market models complete with specific examples of
industry that exhibit the model. Secondly, under each market structure, the
characteristics of the industries in demonstrating the qualities of the
respective market will be discussed.
Primary market models
The
four market structures that are going to be discussed in the paper are perfect
competition, monopoly, monopolistic competition and oligopoly.
Perfect competition
Perfect market structures are very few in
normal circumstances, but theoretically, it envision a market with no barriers
to entry, a perfectly elastic demand curve and there are an unlimited number of
buyers and sellers. In addition, the sellers produce the same type of goods
thus consumer can have no preferences and the sellers are price takers (Rittenberg
& Tregarthen, pp. 227; Ghai & Gupta, pp. 3-6). The market is also
characterized by high level of information for the consumers so they can make
the right choices. In this market, resources are allocated for the most
efficient use due to the competition The prices are at a marginal since they
are determined by the forces of both the supply and demand.
An
example of industry exhibiting perfect competition is the agricultural sector.
Here, any farmer can start to plant a crop for example tea without any barriers
to the endevours. When the farmer is not satisfied with the returns they can
opt out of the business again without any hurdle thus it exhibits the
characteristic of “no barrier to entry or exit”. The farmers in the industry
all produce a homogenous good, tea. The prices in the industry are determined
by the demand and supply forces of the market. Since there are no barriers to
entry or exit, there are a number of sellers in the market and no particular
farmer is an industry leader but each only seeks to use the most efficient
production methods to increase their profitability.
Monopoly
Rittenberg
& Tregarthen (pp. 253-256) defined a monopoly as a market structure where
there is only one service provider. There are very high barriers to entry in
this market for instance the need for very high capital outlays and the
economies of scale. The goods in the industry have no substitutes. On top of
that, the firm may have technologies that are very superior to the other firms
in the industry. Some firms also have monopolistic power derived from their
strong control of the natural resource from which, goods are produced. Finally,
the legal process can give a company monopoly for instance if the firm has
exclusive knowledge in the production of the good or part of the good (patent
and copyright Acts). Another characteristic of monopolistic market is that the
firm is a price giver, have high market power thus determines the prices, and
thus they sometimes make super profits. The monopolists can change the pricing
and quality of their goods or services at will. Since there is only one firm
involved in the production of the good, consumer choice is non-existent, they
are forced to either use the good or service or forfeit it all together.
An
example of a firm operating as a monopoly is the Long Island Power Authority
(LIPA) which provides retail electricity services to the residents of Long
Island. The residents of Nassau, Suffolk and Queens Counties have no consumer
choice. They have to consume the power that is provided by LIPA. Although the
company is non-profit making, they have exclusive power of market and the
utility charges are solely determined by the firm. There have been
unprecedented increases in the charges to the consumers in the recent times.
Due to the high capital outlay needed to start such operations, other firms
have not been able to venture into the business of provision of power in the
island. The company was formed by an act (Long Island Power Act of 1985) thus
its position and interests in the industry are protected by the government of
New York State (Rather, Para. 7-8; 17).
Monopolistic
competition
This
is the market structure where there are a considerably large number of industry
players characterized by each player having a small market share. The products
in this kind of market structure can act as substitutes for the goods produced
by other firms in the industry. The market is characterized by comparative ease
of entry and exit of firms but the individual firms have some control over the
prices by which they sell their goods. Since each firm has a slightly different
product from the other, there exist small monopolies held by the individual
firms. In addition, the industry is characterized by a large number of sellers
and buyers (Ghai & Gupta, pp. 3-6)
An
example of a monopolistic competition is the beer industry in the United
States. According to Ludwick as cited In Rittenberg & Tregarthen (pp. 280-281)
there were almost forty players in the industry providing almost the same taste
of beer in United States in the 1980’s. The customers need by customers for
beer that tasted different led to importation of beer into the United States.
Some customers started consuming the new beers because of the choice that they
now had. Changing legislation such as the legalization of brewpubs led to the
proliferation of small brewers. The beer industry in the US in the next 25
years after the legalization has exhibited the characteristics of monopolistic
competition for instance, the beers are differentiated in tastes thus the
brewers have some considerable market power in their pricing. There are a large
number of players in the industry occasioned by the ease of entry into the
industry. There were also a significant number of firms which went out of
business because they could not stand the competition. The differentiation of
tastes led to the creation of small monopolies by the firms.
Oligopoly
Oligopoly
is market structure where a few firms have a dominating effect on the market.
The actions of any firm in the market affect the other actors who also take
actions which affect the firm (Rittenberg & Tregarthen, pp. 283-286). The oligopoly industries can make similar or
differentiated products thus there is little price competition and prices are
stable. According to Ghai & Gupta (pp. 39-46) the firms are referred to as
pure oligopolies when they sell homogenous products and differential oligopolies
when they sell different products for instance foodstuff, beers and
electronics. Rittenberg & Tregarthen goes ahead to state that the firms in
this market sometimes make abnormal profits resulting from the effects of
collusion. Many or a few firms can form cartels so that they can reap excessive
profits. Finally, the markets are
characterized by barriers to entry with the firms in the industry depending
very much on each other. The concentration ration of the firms in the oligopoly
can be very high for instance 6 firms can account for up to about 80% of the
industry.
An
example of a market under oligopoly is the motor vehicle manufacture industry.
According to Rittenberg & Tregarthen (pp. 283), the discounts that were
offered by General Motors Corporation (GMC) to their customers affected the
other motor vehicle manufacturers. Ford responded by offering monetary rewards
to the employees who managed to convince customers to buy from the firm. Rittenberg
& Tregarthen goes ahead to state that, days later Chrysler indicated that
they would wait for GMC to act again before they could also make their
decisions. In the short-run, Chrysler offered discounts to their employees who
bought cars from the firm. Toyota another player in the industry lowered its
prices and devised some new ways to help people buy new cars such as easy
financing options. In the above market, the action of GMC elicited responses
from the major players in the industry. It should also be noted that the market
has few firms with the individual firms having the market power to determine
the prices at which their vehicles should be sold.
Conclusion
The
different market structures are influenced by the prevailing conditions of the
areas in which the firms operate. The exclusivity of the knowledge in the
production process has also led to the development of certain structures in the
market. However, there are market structures that result from illegal
activities that may be carried out by the industry players; an example is the
oligopoly market that developed as a result of the acts of collusion. OPEC
formed between the oil producing nations has been a noteworthy example of the works
of illegal cartels (Rittenberg & Tregarthen, pp. 120).
Works
Cited
Ghai, Pankaj and Gupta,
Anuj. Microeconomics Theory and Applications.
New Delhi: Sarup & Sons, 2002.
Rather, John. "New
Governor, New Energy Czar", The New
York Times, January 28, 2007. Accessed august 15, 2011.
Riley, Geoff. Market Structures, 2006. Accessed on 15th
august, 2011 from
http://tutor2u.net/economics/revision-notes/a2-micro-market-structures-summary.html
Rittenberg, Libby and
Tregarthen, Timothy. Principles of microeconomics.
Nyack, New York: Flatworld Knowledge, 2008.
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