Hansel has been making a cuckoo wristwatch, which he sells over the web. Customers are willing to pay $600 for Hansel’s watch, and each one costs him $240 to make. He has no fixed costs. Gretel is considering entry into this market. Her consultant has conducted a large-scale study of customers to determine how much they are willing to pay for watches of various quality levels. The consultant has found that customers’ willingness to pay equals 150q per watch, where q is a quality index the consulting firm has developed that ranges from 1 to 10. Gretel’s cost would be 15q2 per watch. Regardless of whether or not Gretel enters the market, and regardless of the quality level she chooses, Hansel will not change his competitive positioning. Suppose Gretel chooses to ente
Hansel has been making a cuckoo wristwatch, which he sells over the web. Customers are willing to pay $600 for Hansel’s watch, and each one costs him $240 to make. He has no fixed costs. Gretel is considering entry into this market. Her consultant has conducted a large-scale study of customers to determine how much they are willing to pay for watches of various quality levels. The consultant has found that customers’ willingness to pay equals 150q per watch, where q is a quality index the consulting firm has developed that ranges from 1 to 10. Gretel’s cost would be 15q2 per watch. Regardless of whether or not Gretel enters the market, and regardless of the quality level she chooses, Hansel will not change his competitive positioning. Suppose Gretel chooses to ente
Chapter1: Making Economics Decisions
Section: Chapter Questions
Problem 1QTC
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Hansel has been making a cuckoo wristwatch, which he sells over the web. Customers are willing to pay $600 for Hansel’s watch, and each one costs him $240 to make. He has no fixed costs.
Gretel is considering entry into this market. Her consultant has conducted a large-scale study of customers to determine how much they are willing to pay for watches of various quality levels. The consultant has found that customers’
- Suppose Gretel chooses to enter the market with a lower quality level to save on costs. Specifically, her quality index equals 3. What is her added value vis-à-vis Hansel (per watch)?
- What is the optimal quality level Gretel should choose when entering the market? That is, what is maximum value added Gretel can achieve vis-à-vis Hansel (per watch)?
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