Question
POM Wonderful has recently developed a juice drink that it claims has several powerful benefits of pomegranate fruit owing to a high level of antioxidants.
POM Wonderful has recently developed a juice drink that it claims has several powerful benefits of pomegranate fruit owing to a high level of antioxidants. A successful marketing campaign has resulted in the following market demand for POM's pomegranate juice:
QD =400?50P
where the price P is measured in $s/bottle and quantity demanded QD is measured in thousands of bottles. POM wonderful had a fixed cost of $100,000, and faces a constant marginal cost. POM Wonderful's optimal price is $5.50/bottle.
(a) Calculate POM Wonderful's profit. Clearly show all calculations, and illustrate your answer using a well-labeled graph. [Note: The optimal price is $5.50/bottle, but we do not know the marginal cost. All we know is that the marginal cost is constant. Drawing a graph will be helpful.] (10 points)
(b) Sambazon, another company, enters the health fruit juice market and produces a juice drink that is based on Acai fruit that is also known to be a good source of antioxidants. Sambazon faces the same fixed cost, but has a lower marginal cost compared to POM Wonderful. Sambazon's marginal cost is 25% lower compared to POM Wonderful. Now, POM Wonderful and Sambazon face the following demand curves:
QP =300?50PP +25PS
QS =100?30PS +5PP
where QP is the quantity of POM Wonderful, QS is the quantity of Sambazon, PP is the price of POM Wonderful, and PS is the price of Sambazon. Calculate the price, quantity, and profits for POM Wonderful and Sambazon. Clearly show all calculations, and illustrate your answer using well-labeled graph(s). (15 points)
(c) Discuss the implications in this market if consumers perceive the juice from POM Wonderful and Sambazon to virtually indistinguishable. [You do not have to show any calculations for this part of the question. However, you need to discuss all possible scenarios that might emerge in this market when the juices produced by each company are perfect substitutes.] (10 points).
Section 2.
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