Market Structure

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BA (Hons) Accounting and Finance
ASSIGNMENT
Semester 1 / Year 2012

COURSE: BUSINESS ECONOMICS
COURSE CODE : WECO2113
DEPARTMENT: ACCOUNTING AND FINANCE

Student’s Name: Michael Chai
Student’s ID:
Batch No:

Assignment Topic:

In the course of venturing into and/or conducting its business, a firm may fit into one form of the market structure types of pure competition, monopolistic competition, oligopoly and monopoly. In each of the four market structure types, analyse and evaluate the Structure-Conduct-Performance paradigm strategies a firm should pursue to sustain and improve on its profitability as much as possible.

In the course of writing your assignment, you are required to use the SCP paradigm to evaluate the characteristics of the four market structure types, and how they impact on the sustainability or improvement of a firm’s profit opportunities. You should use at least one real-life example of a business or industry for each market structure type to substantiate your findings, conceptual analysis, evaluations and reflections.

Marking Criterion| Assessment Weightage%| Marks Allotted| Definition of topic/objectives/scope| 10| |
Referencing and Presentation| 10| |
Research methodology and/or application of concepts| 20| | Literature review/conceptual analysis| 20| |
Findings/evaluation and/or conclusions/recommendations| 20| | Reflections| 20| |
Total| 100| |
Content

Executive Summary………………………………………………………………………………………………………………………1 1.0 Introduction…………………………………………………………………………………………………………………..….……3 2.1 Structure-Conduct-Performance…………………………………………………………………….…….……5 1.1.1 SCP hypothesis…………………………………………………………………………………………...…....5 2.2 Porter’s Five Forces ………………………………………………………………………………..………….……..6

2.0 Perfect Competition………………………………………………………………………………………………….……………8 3.3 New York Stock Exchange………………………………………………………………………….……….……..8 3.4 Market Structure………………………………………………………………………………………………..……..8 3.5 Conduct…………………………………………………………………………………………………….……………….9 3.6.1 Non-price action…………………………………………………………..…………………….…..9 3.6 Performance…………………………………………………………………………….………………………….…..10 3.7 Porter’s 5 Forces reflect analysis…………………………………………………..………………….………11

3.0 Monopolistic Competition……………………………………………………………………………………………………..12 4.8 McDonald………………………………………………………………………………………………………………....12 4.9 Market Structure………………………………………………………………………………………………….……12 4.10 Conduct……………………………………………………………………………………………………………………..13 3.3.1 Cost Leadership………………….……………………………………………………………………………..13 3.3.2 Differentiation…………………….…………………………………………………………………………….14

3.4 Performance…………………………………………………………………………………………………..……….….14
3.5 Porter’s 5 Forces reflect analysis……………………………………………………………….……..…………15

4.0 Oligopoly…………………………………………………………………………………………………………………………….…..16 5.11 DirectTV………………………………………………………………………………………………………………………16 5.12 Market Structure…………………………………………………………………………………………….…………..17 5.13 Conduct…………………………………………………………………………………………………………....…………17 5.14.2 Product differentiation……………………………………………………………………..………17 5.14.3 More option, less restrict………………………………………………………..………………..18

4.4 Performance………………………………………………………………………………………………………..……….18
4.5 Porter’s 5 Forces reflect analysis…………………………………………………………………………………..19 5.0 Monopoly…………………………………………………………………………………………………………………….………..20 6.14 City Rail……………………………………………………………………………………………………………….…….20 6.15 Market Structure……………………………………………………………………………………………………….21 6.16 Conduct…………………………………………………………………………………………………………..…..……21 6.17.4 Price setter…………………………………………………………………………………….….……21 6.17 Performance………………………………………………………………………………………………….…..……..22 6.18 Porter’s 5 Forces reflect analysis………………………………………………………………….…….………22

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