*Select a (domestic) public limited company of your choice which has some degree of market power. In an essay of or fewer, evaluate the pricing strategies it employs for its core product/ business in order to increase its market share and profitability within its industry (at the national level)

Task B

* You will need to build up a case study based on a company of your choice . You must first demonstrate that the company has some power to set its own price (that is, it has some degree of market power)-e.g. what is the structure of the industry it operates in? What is its market share for the product? How concentrated is the industry?

*You must then use economic analysis to evaluate the pricing strategies your firm has adopted for its main products. Make clear comparisons between the predictions of the economic theories covered in the module and the empirical evidence for your firm. Are the strategies adopted by the firm optimal? If so, why? If not, why not? How might they be improved?