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Two manufacturers compete in a market for a specialized calculator. Company A controls 75% of the market while company B controls 25% of the market. Company...

      

Two manufacturers compete in a market for a specialized calculator. Company A
controls 75% of the market while company B controls 25% of the market. Company A
is considering a vigorous annual marketing campaign which will cost Sh.35,000,000. The
total market for the specialize calculator is 100,000 units per year. The profit
contribution per unit is Sh.3,000.
Company B is debating how much money to invest in research and development every
year. It is considering three alternatives: Sh.25,000,000, Sh.50,000,000 and Sh.80,000,000.
It is estimated that if company A runs a vigorous annual marketing campaign, its share
of the market after one yea will be either 79% or 73%, depending on company B‟s
investment in research and development (Sh.25,000,000, 50,000,000 and
Sh.80,000,000 respectively).
On the other hand, if company A does not run the marketing campaign, company
B‟s share of the market will decrease by 1% of the total market if it invests Sh.25,000,000 in
research and development, increase by 1% if it invests Sh.50,000,000 in research and
development and increase by 3% if Sh.80,000,000 is invested.
Required:
i Using the share of the market percentages only, convert the above into a zero sum game, and hence solve for the optimal strategies for both companies.
ii Obtain a pay off table consisting of contribution to profit in monetary terms, and hence solve the game.

  

Answers


Kavungya
fig7651205.png
Kavungya answered the question on May 6, 2021 at 09:05


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