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Consumers will randomly sample only one firm if they expect that all firms charge the same price. Consequently, each firm has an equal share of consumers. Since consumers disregard the competitions, each firm acts as a monopoly on its share of consumers. Firms choose a price that maximizes profit: the monopoly price.
As price decreases in the elastic range, the revenue increases, but in the inelastic range, revenue falls. Revenue is highest at the quantity where the elasticity equals 1. A firm considering a price change must know what effect the change in price will have on total revenue. Revenue is simply the product of unit price times quantity:
If price elasticity of demand is calculated to be less than 1, the good is said to be inelastic. An inelastic good will respond less than proportionally to a change in price; for example, a price increase of 40% that results in a decrease in demand of 10%. Goods that are inelastic often have at least one of the following characteristics:
A full oligopoly is one in which a price leader is not present in the market, and where firms enjoy relatively similar market control. A partial oligopoly is one where a single firm dominates an industry through saturation of the market, producing a high percentage of total output and having large influence over market conditions.
Both firms produce a homogenous product: given the total amount supplied by the two firms, the (single) industry price is determined using the demand curve. This determines the revenues of each firm (the industry price times the quantity supplied by the firm). The profit of each firm is then this revenue minus the cost of producing the output.
There is more than one firm and all firms produce a homogeneous product, i.e., there is no product differentiation; Firms do not cooperate, i.e., there is no collusion; Firms have market power, i.e., each firm's output decision affects the good's price; The number of firms is fixed; Firms compete in quantities rather than prices; and
A simple explanation of the law of demand is that all else equal, at a higher price, consumer will demand less quantity of a good and vice versa. The law of demand applies to a variety of organisational and business situations. Price determination, government policy formation etc are examples. [6]
It means that the marginal cost of Firm 2 is higher than the marginal cost of Firm 1. Under this situation, firm 2 can only set their price equal to their marginal cost. On the other hand, Firm 1 can choose its price between its marginal cost and Firm 2's marginal cost. Thus, there are a lot of points for Firm 1 to set its price.