CHAPTER

Firms in Competitive Markets

Microeonomics
PRINCIPLES OF

N. Gregory Mankiw

Dr. Nguyen Anh Phuong

PhD, MSc, BA, FHEA
© 2009 South-Western, a part of Cengage Learning, all rights reserved
In this chapter,
look for the answers to these questions:
§ What is a perfectly competitive market?
§ What is marginal revenue? How is it related to total
and average revenue?
§ How does a competitive firm determine the quantity
that maximizes profits?
§ When might a competitive firm shut down in the
short run? Exit the market in the long run?
§ What does the market supply curve look like in the
short run? In the long run?
2
 Learning Outcomes (CLOx)
§ CLO4: Model and explain the optimal choice of
consumers and business behavior according to
the theory of market structure
§ CLO 6: Relate basic economic theory and
principles to current microeconomic issues and
relevant policy assessments.

FIRMS IN COMPETITIVE MARKETS 3

 Introduction: A Scenario
§ Three years after graduating, you run your own
business.
§ You must decide how much to produce, what price
to charge, how many workers to hire, etc.
§ What factors should affect these decisions?
§ Your costs (studied in preceding chapter)
§ How much competition you face
§ We begin by studying the behavior of firms in
perfectly competitive markets.

FIRMS IN COMPETITIVE MARKETS 4

 Characteristics of Perfect Competition

1. Many buyers and many sellers.

2. The goods offered for sale are largely the same.

3. Firms can freely enter or exit the market.

§ Because of 1 & 2, each buyer and seller is a

price taker – takes the price as given.

FIRMS IN COMPETITIVE MARKETS 5

Market Demand Curve vs. Demand Curve
for a Firm
.
• Market Demand, Supply and Equilibrium Demand curve
P P faced by an
individual firm
S supplying coffee S

$4 $4
D

Qty 5 Qty
1000
Coffee Coffee
 The Revenue of a Competitive Firm
§ Total revenue (TR) TR = P x Q

TR
§ Average revenue (AR) AR = =P
Q

§ Marginal revenue (MR): ∆TR

The change in TR from MR =
∆Q
selling one more unit.

FIRMS IN COMPETITIVE MARKETS 7

The Revenue of a Competitive Firm
§ Under perfectly competitive market, firm will take the price as
given. The price is constant
§ Firm can only increase revenue by selling more (Q↑)
§ Marginal Revenue
§ Hence under perfect competition, for any given firm P = D = AR =
MR
P
TR

P0 P = D = AR = MR

Qty
 MR = P for a Competitive Firm
§ A competitive firm can keep increasing its output
without affecting the market price.
§ So, each one-unit increase in Q causes revenue
to rise by P, i.e., MR = P.

MR = P is only true for

firms in competitive markets.

FIRMS IN COMPETITIVE MARKETS 9

ACTIVE LEARNING 1
Calculating TR, AR, MR
Fill in the empty spaces of the table.

Q P TR AR MR

0 $10 n/a

1 $10 $10

2 $10

3 $10

4 $10 $40
$10
5 $10 $50
10
Reminder: Firm’s Costs

. P

MC

ATC

AVC

AFC

Qty
 Profit Maximization
§ What Q maximizes the firm s profit?
§ To find the answer, think at the margin.
If increase Q by one unit,
revenue rises by MR,
cost rises by MC.
§ If MR > MC, then increase Q to raise profit.
§ If MR < MC, then reduce Q to raise profit.

FIRMS IN COMPETITIVE MARKETS 12

 Profit Maximization
(continued from earlier exercise)

Q TR TC Profit MR MC
ΔProfit =
At any Q with MR – MC
MR > MC,
0 $0 $5 –$5
increasing Q $10 $4 $6
raises profit. 1 10 9 1
10 6 4
2 20 15 5
At any Q with 10 8 2
MR < MC, 3 30 23 7
10 10 0
reducing Q 4 40 33 7
raises profit. 10 12 –2
5 50 45 5

FIRMS IN COMPETITIVE MARKETS 13

 Profit Maximization
Profit (π) = Total Revenue – Total Cost
Profit is going to be the highest where the difference between TR
and TC is the greatest.

TR*

TC*

Q*
 MC and the Firm s Supply Decision
Rule: MR = MC at the profit-maximizing Q.
At Qa, MC < MR. Costs
So, increase Q
MC
to raise profit.
At Qb, MC > MR.
So, reduce Q
to raise profit. P1 MR

At Q1, MC = MR.
Changing Q
would lower profit. Q
Qa Q1 Qb

FIRMS IN COMPETITIVE MARKETS 15

 MC and the Firm s Supply Decision
If price rises to P2,
then the profit- Costs
maximizing quantity
MC
rises to Q2.
P2 MR2
The MC curve
determines the
firm s Q at any price. P1 MR
Hence,
the MC curve is the
firm s supply Q
curve. Q1 Q2

FIRMS IN COMPETITIVE MARKETS 16

 Shutdown vs. Exit
§ Shutdown:
A short-run decision not to produce anything
because of market conditions.
§ Exit:
A long-run decision to leave the market.
§ A key difference:
§ If shut down in SR, must still pay FC.
§ If exit in LR, zero costs.

FIRMS IN COMPETITIVE MARKETS 17

A Firm s Short-run Decision to Shut Down
§ Cost of shutting down: revenue loss = TR
§ Benefit of shutting down: cost savings = VC
(firm must still pay FC)

§ So, shut down if TR < VC

§ Divide both sides by Q: TR/Q < VC/Q
§ So, firm s decision rule is:
Shut down if P < AVC

FIRMS IN COMPETITIVE MARKETS 18

 A Competitive Firm s SR Supply Curve

The firm s SR
supply curve is Costs
the portion of MC
its MC curve
If P > AVC, then
above AVC.
firm produces Q ATC
where P = MC.
AVC

If P < AVC, then

firm shuts down
(produces Q = 0). Q

FIRMS IN COMPETITIVE MARKETS 19

 The Irrelevance of Sunk Costs
§ Sunk cost: a cost that has already been
committed and cannot be recovered
§ Sunk costs should be irrelevant to decisions;
you must pay them regardless of your choice.
§ FC is a sunk cost: The firm must pay its fixed
costs whether it produces or shuts down.
§ So, FC should not matter in the decision to shut
down.
§ Thus only compare between P and AVC.

FIRMS IN COMPETITIVE MARKETS 20

 A Firm s Long-Run Decision to Exit
§ Cost of exiting the market: revenue loss = TR
§ Benefit of exiting the market: cost savings = TC
(zero FC in the long run)
§ So, firm exits if TR < TC
§ Divide both sides by Q to write the firm s
decision rule as:

Exit if P < ATC

FIRMS IN COMPETITIVE MARKETS 21

A New Firm s Decision to Enter Market
§ In the long run, a new firm will enter the market if
it is profitable to do so: if TR > TC.
§ Divide both sides by Q to express the firm s
entry decision as:
Enter if P > ATC

FIRMS IN COMPETITIVE MARKETS 22

 The Competitive Firm s Supply Curve

The firm s
Costs
LR supply curve
is the portion of MC
its MC curve
above LRATC. LRATC

FIRMS IN COMPETITIVE MARKETS 23

ACTIVE LEARNING 2
Identifying a firm s profit
A competitive firm
Determine
this firm s Costs, P
total profit. MC

Identify the P = $10 MR

area on the ATC
graph that
$6
represents
the firm s
profit.
Q
50
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ACTIVE LEARNING 3
Identifying a firm s loss
Determine A competitive firm
this firm s Costs, P
total loss, MC
assuming
AVC < $3.
ATC
Identify the
area on the $5
graph that P = $3 MR
represents
the firm s
Q
loss. 30
25
 Market Supply: Assumptions
1) All existing firms and potential entrants have
identical costs.
2) Each firm s costs do not change as other firms
enter or exit the market.
3) The number of firms in the market is
§ fixed in the short run
(due to fixed costs)
§ variable in the long run
(due to free entry and exit)

FIRMS IN COMPETITIVE MARKETS 26

 The SR Market Supply Curve
§ As long as P ≥ AVC, each firm will produce its
profit-maximizing quantity, where MR = MC.
§ Recall from Chapter 4:
At each price, the market quantity supplied is
the sum of quantities supplied by all firms.

FIRMS IN COMPETITIVE MARKETS 27

 The SR Market Supply Curve
Example: 1000 identical firms
At each P, market Qs = 1000 x (one firm s Qs)

One firm Market

P MC P S
P3 P3

P2 P2
AVC
P1 P1
Q Q
10 20 30 (firm) (market)

10,000 20,000 30,000

FIRMS IN COMPETITIVE MARKETS 28
 Entry & Exit in the Long Run
§ In the LR, the number of firms can change due to
entry & exit.
§ If existing firms earn positive economic profit,
§ new firms enter, SR market supply shifts right.
§ P falls, reducing profits and slowing entry.
§ If existing firms incur losses,
§ some firms exit, SR market supply shifts left.
§ P rises, reducing remaining firms losses.

FIRMS IN COMPETITIVE MARKETS 29

 The Zero-Profit Condition
§ Long-run equilibrium:
The process of entry or exit is complete –
remaining firms earn zero economic profit.
§ Zero economic profit occurs when P = ATC.
§ Since firms produce where P = MR = MC,
the zero-profit condition is P = MC = ATC.
§ Recall that MC intersects ATC at minimum ATC.
§ Hence, in the long run, P = minimum ATC.

FIRMS IN COMPETITIVE MARKETS 30

Why Do Firms Stay in Business if Profit = 0?
§ Recall, economic profit is revenue minus all costs
– including implicit costs, like the opportunity cost
of the owner s time and money.
§ In the zero-profit equilibrium,
§ firms earn enough revenue to cover these costs
§ accounting profit is positive

FIRMS IN COMPETITIVE MARKETS 31

 The LR Market Supply Curve
In the long run, The LR market supply
the typical firm curve is horizontal at
earns zero profit. P = minimum ATC.

One firm Market

P MC P

LRATC
P=
long-run
min. supply
ATC

Q Q
(firm) (market)
FIRMS IN COMPETITIVE MARKETS 32
 SR & LR Effects of an Increase in Demand

P One firm P Market

MC S1

S2
Profit ATC B
P2 P2
A C long-run
P1 P1 supply
D2
D1
Q Q
(firm) Q1 Q2 Q3 (market)
FIRMS IN COMPETITIVE MARKETS 33
Why the LR Supply Curve Might Slope Upward
§ The LR market supply curve is horizontal if
1) all firms have identical costs, and
2) costs do not change as other firms enter or
exit the market.

§ If either of these assumptions is not true,

then LR supply curve slopes upward.

FIRMS IN COMPETITIVE MARKETS 34

 1) Firms Have Different Costs
§ As P rises, firms with lower costs enter the market
before those with higher costs.
§ Further increases in P make it worthwhile
for higher-cost firms to enter the market,
which increases market quantity supplied.
§ Hence, LR market supply curve slopes upward.
§ At any P,
§ For the marginal firm,
P = minimum ATC and profit = 0.
§ For lower-cost firms, profit > 0.
FIRMS IN COMPETITIVE MARKETS 35
 2) Costs Rise as Firms Enter the Market
§ In some industries, the supply of a key input is
limited (e.g., amount of land suitable for farming is
fixed).
§ The entry of new firms increases demand for this
input, causing its price to rise.
§ This increases all firms costs.
§ Hence, an increase in P is required to increase
the market quantity supplied, so the supply curve
is upward-sloping.

FIRMS IN COMPETITIVE MARKETS 36

 CONCLUSION: The Efficiency of a
Competitive Market
§ Profit-maximization: MC = MR
§ Perfect competition: P = MR
§ So, in the competitive eq m: P = MC
§ Recall, MC is cost of producing the marginal unit.
P is value to buyers of the marginal unit.
§ So, the competitive eq m is efficient, maximizes
total surplus.
§ In the next chapter, monopoly: pricing &
production decisions, deadweight loss, regulation.
FIRMS IN COMPETITIVE MARKETS 37
CHAPTER SUMMARY

§ For a firm in a perfectly competitive market,

price = marginal revenue = average revenue.
§ If P > AVC, a firm maximizes profit by producing
the quantity where MR = MC. If P < AVC, a firm
will shut down in the short run.
§ If P < ATC, a firm will exit in the long run.
§ In the short run, entry is not possible, and an
increase in demand increases firms profits.
§ With free entry and exit, profits = 0 in the long run,
and P = minimum ATC.
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 References
§ Mankiw, G. (2015). Principles of
Microeconomics, 6th ed. Cengage

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