External factors are a number of influencing factors which are not controlled by the company but will impact pricing decisions. It includes of legal, consumer trends, technological, and competitors. Our company focuses on technological and competitor as external factors that influencing price setting on matcha collagen biscuits.
Competition factors can look into three areas which are monopoly competition, perfect competition and oligopoly competition. Monopolistic competition is a situation where a single company or group controls the entire output of the market for a given type of product or service with any buyers. Besides, a monopoly is protected from competition by high barriers to entry and the product it produces has no close substitutes.
Example of monopolistic competition is water service which supplier of water has no substitutes. Perfect competition is a market structure where there are a large number of buyers and sellers. There are a perfect knowledge of market condition and the price which no individual firm has any influence on the market price. The products in perfect competition are homogeneous which they can be substituted easily. Therefore, the company can entry or exit the industry without affecting the market.
An oligopoly competition is a situation in which a particular market or industry is dominated by a small number of firms which compete against each other. There is an element of interdependence in the decision-making of these firms. Example of oligopoly competition are newspaper industry, petrol stations, and airlines. Our product’s price is influence of external factors which is perfect competition. This is because there are many firms produce an identical and homogeneous biscuit in the biscuit market such as Munchy, Tiger, and Jacobs. Besides, they are many sellers in the biscuit market which are Kraft, Julie, and Munchy as well as there is no dominating firm.
Therefore, our company is considered as price takers which accepts market price determined by the forces of market demand and supply. Furthermore, all buyers and sellers have perfect knowledge about the prices of biscuits in the market. Hence, our company cannot simply set the price of matcha collagen biscuits to maximize its profit, this will cause our product easily substitute with another brand of biscuits. Moreover, our company has complete freedom of entry into and exit from the biscuit market without affecting the entire market.
Technology is a business enabler that has a revolutionary impact on the actual conduct of business. It contributes to achieving desired business productivity and efficiency. Under technological, our company using advanced technology on manufacturing operation to produce matcha collagen biscuits. Examples, our company used the latest techniques and machinery in order to increase the production as well as maximize capacity. Furthermore, the creation of databases and electronic communications in our company have enabled vast quantities of information to be shared and quickly distributed within the company. Moreover, our company’s customer service department used communication technology to talk to customer but will also have access to internal systems, such as technology to simplify credit control and stock control. Therefore, shifts in technology and advances may affect costs, quality and overall innovation of our product which becomes a major factor of setting the right price for matcha collagen biscuits.
University/College: University of California
Type of paper: Thesis/Dissertation Chapter
Date: 11 November 2016
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