Relationship between Business + the Competitive Environment

Monopoly - one firm dominates market

Duopoly - two firms dominate market

Oligopoly - small number of firms dominate market

Monopolistic - many firms compete selling diffrentiated products (packing & marketing)

Perfect - many firms with no influence on market price 

Gov't aims to increase competition: Firms more efficient -> benefits consumers 

Competition Committee gov't body in charge of ensuring healthy competition

Investigates:

• Mergers/Takeovers - Kraft + Cadbury
• Markets lacking competition 
• Regulated markets - water/electricity

Investigate anti-competitive behaviour - formation of cartels (businesses come together + set prices = unfair & illegal) --> reduce choice & increase prices 

• Impose fines of firms found guilty of fixing prices (10% revenue)
• Refuse permission for mergers not in interest of public
• Release info a/b price fixing to media

New firm entering industry poses threat to all existing businesses in market

Static market - new firm will look to gain market share - have to come from other firms

New entrant = large firm --> significant threat on existing businesses

Google vs. Microsoft 

Nokia vs. Apple

Have some form of monopoly in their markets

Can:

- Reduce choice

- Increase prices

- Be inefficient w/o competition 

- Create barriers to entry to stop new firms from entering market

H/e can also:

+ Invest heavily in new technology

+ Gain economies of scale (+ production, - costs)

Firms can become dominant by internal growth (opening new stores) or external growth (takeovers/mergers)

Large firms supply to other firms + consumers 

But also are major customers to suppliers 

Unusual to find monopsony (single buyer) in market but often large firms in dominant position when buying from suppliers

Growth = more bargaining power 

Some suppliers have little to no competition

Makes them powerful 

OPEC - Organisation of Petroleum Exploring Countries example of org that controls supply - petrol.

Controlled by KSA, restrict supply to keep oil prices high.

British Gas + Microsoft faced outcry from public over anti-competitive practices due to lack of competition amongst suppliers

Cost Leadership, Diffrentiation, Focus.

Tight costs control achieved by pressure on suppliers

Low cost distribution 

Incentives based on meeting strict cost-based targets

BUT 

May not prevent new entrants as they benefit from imitation

Focus on product engineering (ensure highest quality)

Build reputation for quality + innovation

Invest in R&D

Attract skilled labour 

BUT 

- Low cost may outweigh brand loyalty

- Products likely to be income-elastic (responsive to income --> recession)

E.g. - First choice spealist holidays 

Using steps from previous strategies to focus on niche markets.

BUT

• Existing niche market suppliers may already have brand loyalty
• Niche markets have fewer economies of scale = additional costs.