Question
The market for superpremium ice creams is dominated by Ben&Jerry's and Haagen-Dazs, which compete with non-overlapping flavors and a chunky vs. smooth concept, depending on
The market for superpremium ice creams is dominated by Ben&Jerry's and Haagen-Dazs, which
compete with non-overlapping flavors and a "chunky" vs. "smooth" concept, depending on the
presence of mix-ins (mix-ins are extra ingredients like chocolate, caramel, candy, and baked goods
that have been added to the ice cream). Using a unit segment to represent smoothness of the ice
cream, Haagen-Dazs (A) produces perfectly smooth flavors (i.e. is located at 0), while Ben&Jerry's
(B) produces perfectly chunky flavors (i.e. is located at 1).
Ice cream consumers differ in their preference for smoothness and are uniformly distributed along
the segment. Each consumer has a disutility (in addition to the price) from departing from their
favorite smoothness, equal to a unit transport cost of t = 2.
Both firms have the same marginal cost c = 10 and no fixed costs.
Q: Knowing that price competition is very fierce in this market, is firms' choices of maximum
differentiation optimal? Discuss.
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