Competition between Apple and Samsung in the smartphone market – introduction into some key concepts in managerial economics Dr. Markus Thomas Münter Collège des Ingénieurs Stuttgart, June 21, 2013 SNORKELING VS. DOING THE DEEP DIVE COMPETITION BETWEEN APPLE AND SAMSUNG - CASE STUDY / Dr. Markus Thomas Münter 1 GLOBAL SMARTPHONE MARKET • Smartphones are on the rise • Apple and Samsung, by now and increasingly, dominate the market for smartphones capturing more than 50% of the global market (with regional variations) COMPETITION BETWEEN APPLE AND SAMSUNG - CASE STUDY / Dr. Markus Thomas Münter 2 APPLE VS. SAMSUNG PROFITS • But: they do not only take 50% plus of the market – Apple and Samsung also capture 100% of the industry profits, all firms making zero or negative profit COMPETITION BETWEEN APPLE AND SAMSUNG - CASE STUDY / Dr. Markus Thomas Münter 3 APPLE VS. SAMSUNG: KEY ISSUES Key issues in understanding Apple vs. Samsung • Where do profits come from ? What is a profit function? • Which strategies are possible? What is Apple’s and Samsung’s respective strategy? • How can Apple and Samsung derive the best strategy using game theory? • How does strategic behavior affect market shares, profitability and prices? COMPETITION BETWEEN APPLE AND SAMSUNG - CASE STUDY / Dr. Markus Thomas Münter 4 OBJECTIVES AND FOCUS FOR TODAY • … gain some basic understanding why economics can prove quite helpful for managers assessing situations of strategic competition today, you will … • … get some idea how to analyze the battle between Apple and Samsung in the smartphone market using game theory (of course, there are other perspectives …) • … (hopefully) become curious in learning more about real-life applications in managerial economics COMPETITION BETWEEN APPLE AND SAMSUNG - CASE STUDY / Dr. Markus Thomas Münter 5 AGENDA 1 What is managerial economics? 2 Where do profits come from? 3 Deriving optimum competitive behavior using game theory 4 Application to the Apple vs. Samsung case 5 Key learnings & discussion COMPETITION BETWEEN APPLE AND SAMSUNG - CASE STUDY / Dr. Markus Thomas Münter 6 WHAT IS ECONOMICS, WHAT IS MANAGEMENT? economics management • Economics is a social science that analyzes the production, distribution, and consumption of goods and services – a focus of the subject is how economic agents behave or interact and how economies work. • Management encompasses all business and organizational activities that coordinate the efforts of people to accomplish desired goals and objectives using available resources efficiently and effectively. • Microeconomics examines the behavior of basic elements in the economy, including individual agents (such as households and firms or as buyers and sellers) and markets, and their interactions. • Management comprises planning, organizing, staffing, leading or directing, and controlling an organization or effort for the purpose of accomplishing a goal. Resourcing encompasses the deployment and manipulation of human resources, financial resources, technological resources, and natural resources. • Macroeconomics analyzes the entire economy and issues affecting it, including unemployment, inflation, economic growth, and monetary and fiscal policy. COMPETITION BETWEEN APPLE AND SAMSUNG - CASE STUDY / Dr. Markus Thomas Münter 7 WHAT IS MANAGERIAL ECONOMICS? economics management • Managerial economics is concerned with application of economic concepts and economic analysis to the typical problems in managerial decision making • applies mainly microeconomic analysis to decision problems trying to optimize business decisions given the firm's objectives and given constraints imposed by scarcity, for example through the use of differential calculus, mathematical programming and game theory for strategic decisions, most commonly applied to: managerial economics • production analysis – microeconomic techniques are used to analyze optimum output and production, costs, … • pricing analysis – microeconomic techniques are used to analyze various pricing decisions including transfer pricing, price discrimination, …. • risk analysis – various models are used to quantify risk and asymmetric information and to employ them in decision rules to manage risk • organizational analysis – model are used to determine optimum internal structure of the firm, make-or-buy and outsourcing, governance and internal control, and incentive schemes COMPETITION BETWEEN APPLE AND SAMSUNG - CASE STUDY / Dr. Markus Thomas Münter 8 AGENDA 1 What is managerial economics? 2 Where do profits come from? 3 Deriving optimum competitive behavior using game theory 4 Application to the Apple vs. Samsung case 5 Key learnings & discussion COMPETITION BETWEEN APPLE AND SAMSUNG - CASE STUDY / Dr. Markus Thomas Münter 9 APPLE VS. SAMSUNG • Apple and Samsung dominate the market for smartphones currently with their models iPhone and Galaxy • Both models are offered as (subsidized) packages from telcos as well as unlocked stand alones • From a consumer’s perspective – what is your willingness to pay for any of these two alternatives? COMPETITION BETWEEN APPLE AND SAMSUNG - CASE STUDY / Dr. Markus Thomas Münter 10 WILLINGNESS TO PAY • The willingness to pay describes, how much money an individual would pay at the maximum to purchase some product maximum willingness to pay • Most often, this sum varies considerably across individuals 0 number of individuals COMPETITION BETWEEN APPLE AND SAMSUNG - CASE STUDY / Dr. Markus Thomas Münter 11 PRICE DEMAND SCHEDULE • The willingness to pay can be translated easily into a ‘demand curve’ also termed price demand schedule price p 0 quantity q COMPETITION BETWEEN APPLE AND SAMSUNG - CASE STUDY / Dr. Markus Thomas Münter 12 PRICE DEMAND SCHEDULE price p p = p(q ) = a − bq p A = a A − bA q A pS = aS − bS qS a • the price demand curve is the graph depicting the relationship between the price of a certain commodity and the amount of it that consumers are willing and able to purchase at that given price • p: price • q: quantity • a: maximum willingness to pay • 1/b: measure for size of the market -b 0 quantity q COMPETITION BETWEEN APPLE AND SAMSUNG - CASE STUDY / Dr. Markus Thomas Münter • Price demand schedule can be identified doing market research 13 REVENUES R = R(q ) = pq = revenues R (a − bq )q = aq − bq 2 • Revenue is income that a company receives from its normal business activities, usually from the sale of goods and services to customers • Revenue is often referred to as the "top line" due to its position on the income statement – not to be mixed up with profits, which is “bottom line” a -b 0 quantity q COMPETITION BETWEEN APPLE AND SAMSUNG - CASE STUDY / Dr. Markus Thomas Münter 14 COST STRUCTURE costs C • Costs are the sum of fixed and variable costs C = C (q ) = cq + F • marginal cost is the change in the total cost that arises when the quantity produced changes by one unit • variable costs are expenses that change in proportion to the activity of a business, i.e., production costs C variable costs cq • fixed costs are business expenses that are not dependent on the level of goods or services produced by the business fixed costs F 0 quantity q COMPETITION BETWEEN APPLE AND SAMSUNG - CASE STUDY / Dr. Markus Thomas Münter • Costs can be identified analyzing P&L statements and balance sheets 15 PROFITS (1) – SINGLE FIRM profits π revenues R costs C π = R −C = revenues R aq − bq 2 − cq − F costs C • in managerial economics, profit is just revenues minus costs (cash flow perspective) • in business, there are lots of other profitconcepts (Earnings Before Interest, Taxes, Depreciation, and Amortization EBITDA, Earnings Before Interest and Taxes EBIT, etc.) mainly for tax and depreciation issues π = R −C 0 quantity q COMPETITION BETWEEN APPLE AND SAMSUNG - CASE STUDY / Dr. Markus Thomas Münter 16 STRATEGY, PROFITS, SHAREHOLDER VALUE • the direction and scope of an organization over the long term strategy profits shareholder value • which achieves competitive advantage for the organization through its configuration of resources (aka strategic variable) within a changing industry environment to meet the needs of markets/customers and to fulfill stakeholder expectations • profits as revenues minus costs measure success of an organization and guarantee survival • for simplicity and tractability, it is assumed that firms strive to maximize profits (however, there lot of other objectives, …) • Shareholders are the owners of a company, hence they own all equity and receive all profits as dividends • Shareholder value is simply the discounted sum of all future profits and measures the value of a company COMPETITION BETWEEN APPLE AND SAMSUNG - CASE STUDY / Dr. Markus Thomas Münter 17 PROFITS (2) – SINGLE FIRM (2) R = pq • Maximum profits are derived choosing a strategy (a strategic variable), here: quantity (3) C = cq + F • FOC and SOC give optimum profits (1) p = a − bq (4) π = R − C = aq − bq 2 − cq − F → max! ∂π (5) = a − 2bq − c = 0 ∂q a−c (6) q* = 2b ∂q * ∂q * ∂q * > 0, < 0, < 0. ∂a ∂c ∂b COMPETITION BETWEEN APPLE AND SAMSUNG - CASE STUDY / Dr. Markus Thomas Münter • Solving for strategic variable (6) denotes necessary action to realize optimum profits • For (6), there is a straight forward economic interpretation: (a-c) is a measure for competitiveness, (1/b) is a measure of market size 18 MONOPOLY EQUILIBRIUM • Monopoly: one firm in the market, no competition monopoly • Given a, b, c and F, choose optimum q to maximize profits 3000 2500 a b c F 100 1 10 500 2000 1500 R 1000 C 500 pi 0 q* p* pi* 45 55 1525 -500 0 20 40 60 80 100 120 -1000 -1500 COMPETITION BETWEEN APPLE AND SAMSUNG - CASE STUDY / Dr. Markus Thomas Münter 19 AGENDA 1 What is managerial economics? 2 Where do profits come from? 3 Deriving optimum competitive behavior using game theory 4 Application to the Apple vs. Samsung case 5 Key learnings & discussion COMPETITION BETWEEN APPLE AND SAMSUNG - CASE STUDY / Dr. Markus Thomas Münter 20 ANALYSIS OF MARKET STRUCTURE homogenous products heterogeneous products one firm (monopoly) some firms (oligopoly) many firms • Market structure (better: industry structure) depicts number and size distribution of firms and structure of offered products national football leagues transportation, energy, railway, banking, telco, …. free e-mail services, groceries, … • most interesting: some firms, since this is the most relevant and frequent case - automobiles, gadgets, technical consumer products, …. music COMPETITION BETWEEN APPLE AND SAMSUNG - CASE STUDY / Dr. Markus Thomas Münter 21 STRATEGY AND COMPETITION one firm (monopoly) homogenous products some firms (oligopoly) location entry barriers many firms single-product vs. multi-product strategies • For all market structures, it is crucial what is the nature of competition and what is the main strategic variable • At least in the long run and from a strategic perspective, this boils down to quantity versus price quantity vs. price competition degree of product differentiation heterogenous products innovation vs. imitation simultaneous vs. sequential decision making COMPETITION BETWEEN APPLE AND SAMSUNG - CASE STUDY / Dr. Markus Thomas Münter 22 QUANTITY VS. PRICE COMPETITION strategic characteristic evidence Quantity as strategic variable • All firms decide on quantity, price is determined in the market (Cournotcompetition) • Strong evidence in all markets and industries, where capacity is relevant and capacity adjustments are costly or take a long time Price as strategic variable • All firms decide on price, quantity is determined in the market (Bertrandcompetition) • Some evidence in markets, where capacity is quickly adjustable (and low investments needed) COMPETITION BETWEEN APPLE AND SAMSUNG - CASE STUDY / Dr. Markus Thomas Münter big picture • market structure and results differ with respect to type of competition • both from a theoretical and an empirical perspective, quantity competition has more relevance (two stage game: first stage capacity, second stage price) • however, asking managers, most of them think they are playing price competition • game theory is the key approach to analyze competition 23 GAME THEORY – BASIC IDEA Areas and typical situations Game theory • is a study of strategic decision making in conflict and cooperation (interactive decision theory) trying to identify some optimal behavior or strategy given strategies or options of others economics, political science, and psychology, as well as logic and biology, and of course pure math: • war (that is actually one of the origins … ) • competition (but also auctions, bargaining, mergers &acquisitions pricing, social network formation, mechanism and market design, …. ) • cooperation (formation and stability of cartels, organizations, coalitions, …. ) • bargaining in any situation • social and private situations • and of course: games like chess, etc. COMPETITION BETWEEN APPLE AND SAMSUNG - CASE STUDY / Dr. Markus Thomas Münter 24 GAME THEORY – REQUIREMENTS FOR APPLICATION … from a theoretical perspective Game theory implementation requires some substantial efforts and information: (1) an unambiguous and quantifiable objective function is necessary (2) rationally acting players have to recognize the strategic interaction as a game information needs to be given concerning the (3) number of players (4) the duration and (5) structure of the game and (6) all potential and feasible strategies … from a practical perspective • List of players • List of strategies or actions available • Description of payoffs or profits for each strategy • Rules of the game COMPETITION BETWEEN APPLE AND SAMSUNG - CASE STUDY / Dr. Markus Thomas Münter 25 GAME THEORY – A TYPICAL GAME (STRATEGIES) Player 1 strategy A of player 1 strategy C of player 2 1A / 2C strategy D of player 2 1A / 2D strategy B of player 1 1B / 2C • Two players: player 1 (called column player) and player 2 (called row player) • Two strategies (a strategy profile) for each player: A and B for player 1, C and D for player 2 • Each combination of strategies is possible, 1A / 2 D, and so on • A description of a game in a matrix (if possible) is called normal form Player 2 1B / 2D COMPETITION BETWEEN APPLE AND SAMSUNG - CASE STUDY / Dr. Markus Thomas Münter • If both players are able to draw the same normal form game, they have symmetric information 26 GAME THEORY – A TYPICAL GAME (PAYOFFS) • For each strategy combination, payoffs (profits) must be identified Player 1 strategy A of player 1 strategy C of player 2 strategy B of player 1 π (1) π (1) 1A/2C 1B/2C π (2) 1A/2C π (2) 1B/2C • These payoffs are ‘compared’ to identify the optimum strategy for each player • the mode of comparing different strategic alternatives is called ‘solution concept’ to a game Player 2 strategy D of player 2 π (1) π (1) 1A/2D 1B/2D π (2) π (2) 1A/2D 1B/2D COMPETITION BETWEEN APPLE AND SAMSUNG - CASE STUDY / Dr. Markus Thomas Münter 27 GAME THEORY – A TYPICAL GAME (EXAMPLE 1) • Given the following payoffs – what would be the best strategy for player 1, what would be the best strategy for player 2? Player 1 strategy C of player 2 strategy A of player 1 strategy B of player 1 4 3 2 3 Player 2 1 strategy D of player 2 9 6 1 COMPETITION BETWEEN APPLE AND SAMSUNG - CASE STUDY / Dr. Markus Thomas Münter 28 GAME THEORY – A TYPICAL GAME (EXAMPLE 1) • The best strategy for player 1 would be B, for player 2 it would be C – the rule applied is called “maximin” – that is find first the minimum result of each strategy and than choose the maximum of these minima Player 1 strategy C of player 2 strategy A of player 1 strategy B of player 1 4 3 2 3 2 Player 2 1 strategy D of player 2 9 6 1 1 1 3 COMPETITION BETWEEN APPLE AND SAMSUNG - CASE STUDY / Dr. Markus Thomas Münter • This leads (typically) to the best-response strategy given all strategies of other players – the combination of all best-response strategies is called a Nash equilibrium (no player can benefit by changing strategies) 29 GAME THEORY – A TYPICAL GAME (EXAMPLE 2) Player 1 strategy C of player 2 strategy A of player 1 strategy B of player 1 4 3 6 • Given the payoffs in example 2 – what would be, applying the maximin rule, the best strategy for player 1, what would be the best strategy for player 2? 1 Player 2 2 strategy D of player 2 9 6 2 COMPETITION BETWEEN APPLE AND SAMSUNG - CASE STUDY / Dr. Markus Thomas Münter 30 GAME THEORY – A TYPICAL GAME (EXAMPLE 2) • The best strategy for player 1 would be B, for player 2 it would be D Player 1 strategy A of player 1 strategy B of player 1 4 strategy C of player 2 6 • The solution can be found applying maximin 3 1 1 Player 2 2 strategy D of player 2 9 • Such a strategy is called dominant 6 2 2 • But: here, for player 2, strategy D is always (independent of what player 1 does) better than strategy C 2 3 COMPETITION BETWEEN APPLE AND SAMSUNG - CASE STUDY / Dr. Markus Thomas Münter 31 GAME THEORY – A TYPICAL GAME (EXAMPLE 3) • Given the payoffs in example 3 – are there dominant strategies, what would be a solution applying maximin? Player 1 strategy C of player 2 strategy A of player 1 strategy B of player 1 5 4 4 7 Player 2 2 strategy D of player 2 3 3 8 COMPETITION BETWEEN APPLE AND SAMSUNG - CASE STUDY / Dr. Markus Thomas Münter 32 GAME THEORY – A TYPICAL GAME (EXAMPLE 3) • There are no dominant strategies, and applying maximin gives 1 B / 2 C as a Nash equilibrium Player 1 strategy C of player 2 strategy A of player 1 strategy B of player 1 5 4 4 7 • But: what is strange about this equilibrium found by maximin? 4 Player 2 2 strategy D of player 2 3 3 8 2 3 3 COMPETITION BETWEEN APPLE AND SAMSUNG - CASE STUDY / Dr. Markus Thomas Münter 33 GAME THEORY – A TYPICAL GAME (EXAMPLE 3) • Looking at 1 B / 2 C, it is obvious, that both players have an incentive to deviate Player 1 strategy C of player 2 strategy A of player 1 strategy B of player 1 5 4 4 7 4 • Solution concept here would be: trigger a mixed strategy Player 2 2 strategy D of player 2 3 3 8 2 • Inspection of 1 A / 2 C and 1 B / 2 D shows, that these equilibria are indeed possible – hence: a game can have more than one equilibrium, and even more than one Nashequilibrium 3 3 COMPETITION BETWEEN APPLE AND SAMSUNG - CASE STUDY / Dr. Markus Thomas Münter 34 GAME THEORY – APPLICATION GUIDE (1) Identify all players (2) Identify all possible strategies How to apply game theory (quick and easy): (3) Identify payoffs to all strategy combinations (4) Check, whether there are dominant strategies (5) Apply a solution concept, preferably maximin (6) Identify the Nash-equilibrium, check if it is unique COMPETITION BETWEEN APPLE AND SAMSUNG - CASE STUDY / Dr. Markus Thomas Münter 35 AGENDA 1 What is managerial economics? 2 Where do profits come from? 3 Deriving optimum competitive behavior using game theory 4 Application to the Apple vs. Samsung case 5 Key learnings & discussion COMPETITION BETWEEN APPLE AND SAMSUNG - CASE STUDY / Dr. Markus Thomas Münter 36 APPLE VS. SAMSUNG WITH GAME THEORY • Players are easily identified Apple • Obviously, they have a large number of feasible quantity strategies Continuum of quantity strategies πA Samsung Continuum of quantity strategies πS qS • What we have to do now is identify the optimum solutions to the Apple and Samsung strategies in quantities qA COMPETITION BETWEEN APPLE AND SAMSUNG - CASE STUDY / Dr. Markus Thomas Münter 37 QUANTITY COMPETITION WITH TWO FIRMS (1) p = a − bQ = a − b(q1 + q2 ) (2) Ri = pqi , i = 1;2 (3) Ci = cqi + F (4) π 1 = R1 − C2 = aq1 − b(q1 + q2 )q1 − cq1 − F → max! ∂π 1 (5) = a − b(q1 + q2 ) − bq1 − c = a − c − 2bq1 − bq2 = 0 ∂q1 a − c q2 (6) q1* = − 2b 2 ∂q1 * ∂q * ∂q * ∂q * > 0, 1 < 0, 1 < 0, 1 < 0. ∂a ∂c ∂b ∂q2 COMPETITION BETWEEN APPLE AND SAMSUNG - CASE STUDY / Dr. Markus Thomas Münter • Suppose now two firms – of course now, ‘competition’ happens • Firm 1 has to take into account the action taken by firm 2 and vice versa – analyzing these situations is called game theory • Game theory is the study of strategic decision making in situations of conflict and cooperation • Again, we maximize profits by choosing quantity – optimum quantity now depends on the quantity of the competitor 38 OPTIMUM QUANTITY OF FIRM 1 GIVEN QUANTITY OF FIRM 2 ∂π 1 (5) = a − b(q1 + q2 ) − bq1 − c = ∂q1 quantity q2 a − c − 2bq1 − bq2 = 0 a − c q2 (6) q1* = − 2b 2 • For each quantity of firm 2, we can determine some optimum own strategy • In a sense, this a reaction – hence we call this curve a reaction curve Firm 1 q2 − 2 0 a−c 2b quantity q1 COMPETITION BETWEEN APPLE AND SAMSUNG - CASE STUDY / Dr. Markus Thomas Münter 39 OPTIMUM QUANTITY OF FIRM 2 GIVEN QUANTITY OF FIRM 1 quantity q2 ∂π 2 (5' ) = a − b(q1 + q2 ) − bq2 − c = ∂q2 a − c − 2bq2 − bq1 = 0 a−c 2b Firm 2 (6' ) q2 * = • So: what is the correct quantity? a − c q1 − 2b 2 − 0 • The same is true for firm 2 – for every quantity chosen by firm 1, it determines some optimum quantity 2 q1 2 quantity q1 COMPETITION BETWEEN APPLE AND SAMSUNG - CASE STUDY / Dr. Markus Thomas Münter 40 COURNOT-NASH EQUILIBRIUM FOR HOMOGENOUS FIRMS • Given both reaction curves, there is an intersection where strategies match quantity q2 a−c 2b • This is a Nash equilibrium: a solution to a non-cooperative game in which each player knows the equilibrium strategies of the other players Firm 1 q2 − 2 q2 * 0 q1 * − a−c 2b q1 2 Firm 2 quantity q1 COMPETITION BETWEEN APPLE AND SAMSUNG - CASE STUDY / Dr. Markus Thomas Münter • if no player can benefit by changing strategies (while the other players keep theirs unchanged), then the current set of strategy choices and the corresponding payoffs constitute a Nash equilibrium 41 QUANTITY COMPETITION FOR HETEROGENEOUS FIRMS (1) p1 = a1 − b1q1 − bβ q2 p2 = a2 − b2 q2 − bβ q1 , b1 , b2 > bβ (2) Ri = pi qi , i = 1;2 (3) Ci = ci qi + F 2 (4) π 1 = R1 − C2 = a1q1 − b1q1 − bβ q2 q1 − c1q1 − F → max! ∂π 1 (5) = a1 − 2b1q1 − bβ q2 − c1 = 0 ∂q1 a1 − c1 bβ q2 (6) q1* = − 2b1 2b1 a2 − c2 bβ q1 q2 * = − 2b2 2b2 COMPETITION BETWEEN APPLE AND SAMSUNG - CASE STUDY / Dr. Markus Thomas Münter • If firms are not symmetric (i.e., they differ in cost or other characteristics), we have to apply some extensions • b1 and b2: each firm has now some ‘local’ demand / market • b(beta): denotes relation between “local” markets (b(beta)=0: “separate markets”, b(beta)=1: perfect substitutes) • c1 and c2: firms differ in variable costs • again, choosing quantity profits are maximized 42 COURNOT-NASH EQUILIBRIUM FOR HETEROGENEOUS FIRMS (1) a1 − c1 bβ q2 (6) q1* = − 2b1 2b1 quantity q2 Firm 1 a2 − c2 bβ q1 q2 * = − 2b2 2b2 a2 − c2 2b2 q2 * − − 0 q1 * bβ q2 a1 − c1 2b1 • Resulting strategy pair is again Nash, however not symmetric (due to c1, c2, etc.) • So, firm 2 is larger than firm 1! bβ q1 2b2 Firm 2 2b1 quantity q1 COMPETITION BETWEEN APPLE AND SAMSUNG - CASE STUDY / Dr. Markus Thomas Münter 43 COURNOT-NASH EQUILIBRIUM FOR HETEROGENEOUS FIRMS (2) • If costs of firm 2 increase, firm 2 shrinks and firm 1 grows quantity q2 Firm 1 a 2 − c2 2b2 q2 * c2 → c2 ' ⇑ 2 q2 *' 0 1 q1 * q1*' Firm 2 quantity q1 3 COMPETITION BETWEEN APPLE AND SAMSUNG - CASE STUDY / Dr. Markus Thomas Münter 44 COURNOT-NASH EQUILIBRIUM FOR HETEROGENEOUS FIRMS (3) • If willingness to pay for products of firm 1 increase, firm 1 grows, firm 2 shrinks quantity q2 Firm 1 1 a1 → a1 ' ⇑ q2 * 3 q2 *' Firm 2 0 q1 * 2 q1*' a1 − c1 2b1 quantity q1 COMPETITION BETWEEN APPLE AND SAMSUNG - CASE STUDY / Dr. Markus Thomas Münter 45 COURNOT-NASH EQUILIBRIUM FOR HETEROGENEOUS FIRMS (4) • If the market of firm 2 grows (i.e., the reaction curve of firm 2 is getting steeper) firm 2 grows and firm 1 shrinks quantity q2 Firm 1 q2 * 2 1 q2 * b2 → b2 ' ⇓ − bβ q1 2b2 − bβ q1 2b2 ' Firm 2 0 quantity q1 q1*' q1 * 3 COMPETITION BETWEEN APPLE AND SAMSUNG - CASE STUDY / Dr. Markus Thomas Münter 46 APPLE VS. SAMSUNG – KEY DIFFERENCES (1) • Apple and Samsung differ in their strategies Apple Samsung strategic characteristic modeling approach • Innovator - consumers love innovativeness • Being innovative requires R&D – that’s high fixed costs • High willingness to pay, however smaller customer base • Industry specific fixed costs, significantly higher marginal costs • Imitator and follower • In all industries, Samsung as a cost leader • Lower willingness to pay, however larger customer base • Industry specific fixed costs, drastically lower marginal costs COMPETITION BETWEEN APPLE AND SAMSUNG - CASE STUDY / Dr. Markus Thomas Münter • We have to depict these differences in our model 47 APPLE VS. SAMSUNG – KEY DIFFERENCES (2) Price-demand schedule Apple Samsung • a(1) = 1100 • b(1) = 0,7 • b(beta) = 0,5 (market specific) • a(2) = 1000 • b(2) = 0,6 • b(beta) = 0,5 (market specific) Cost function • c(1) = 400 • F = 10000 (industry specific) Suppose we did some decent market research and we analyzed balance sheets: • Apple customers are “keen on Apple” (higher a), but customer base is smaller (larger b) • Samsung customers are not dedicated, yet customer base is larger • c(2)= 360 • F = 10000 (industry specific) COMPETITION BETWEEN APPLE AND SAMSUNG - CASE STUDY / Dr. Markus Thomas Münter • Apple has about 10% higher marginal costs than Samsung (c(2) vs. c(1)) 48 APPLE VS. SAMSUNG – EQUILIBRIA (1) (A) Case (A) 1000,00 1000,00 400,00 400,00 0,70 0,70 0,00 10000,00 Apple q* (1) Samsung q* (2) Apple p* (1) Samsung p* (2) Apple pi* (1) Samsung pi* (2) Apple R (1) Samsung R (2) Apple C (1) Samsung C (2) 428,57 428,57 700,00 700,00 118571,43 118571,43 300000,00 300000,00 181428,57 181428,57 Q average p Apple market share (1) Samsung market share (2) Apple profit share (1) Samsung profit share (2) Apple profit margin (1) Samsung profit margin (2) 857,14 700,00 50,00% 50,00% 50,00% 50,00% 39,52% 39,52% input Apple a (1) Samsung a (2) Apple c (1) Samsung c (2) Apple b (1) Samsung b (2) b (beta) (market specific) F (industry specific) firm level results two separate monopolies statistics Apple vs Samsung • Firms are identical in demand and costs (1) p1 = a1 − b1q1 − bβ q2 p2 = a2 − b2 q2 − bβ q1 , b1 , b2 > bβ ( 2) Ri = pi qi , i = 1;2 (3) Ci = ci qi + F 2 ( 4) π 1 = R1 − C2 = a1q1 − b1q1 − bβ q2 q1 − c1q1 − F → max! (5) ∂π 1 = a1 − 2b1q1 − bβ q2 − c1 = 0 ∂q1 (6) q1* = a1 − c1 bβ q2 − 2b1 2b1 q2 * = a2 − c2 bβ q1 − 2b2 2b2 COMPETITION BETWEEN APPLE AND SAMSUNG - CASE STUDY / Dr. Markus Thomas Münter • Firms have completely separate ‘local’ markets, i.e., that’s two monopolies (b(beta) = 0, i.e., no Apple customer would ever consider buying Samsung) • Applying formulas (1) to (6) gives equilibrium values 49 APPLE VS. SAMSUNG – EQUILIBRIA (2) (A) (B) two separate monopolies perfect substitutes (b(beta)=1) input Apple a (1) Samsung a (2) Apple c (1) Samsung c (2) Apple b (1) Samsung b (2) b (beta) (market specific) F (industry specific) 1000,00 1000,00 400,00 400,00 0,70 0,70 0,00 10000,00 1000,00 1000,00 400,00 400,00 0,70 0,70 1,00 10000,00 firm level results Case (B) Apple q* (1) Samsung q* (2) Apple p* (1) Samsung p* (2) Apple pi* (1) Samsung pi* (2) Apple R (1) Samsung R (2) Apple C (1) Samsung C (2) 428,57 428,57 700,00 700,00 118571,43 118571,43 300000,00 300000,00 181428,57 181428,57 250,00 250,00 575,00 575,00 33750,00 33750,00 143750,00 143750,00 110000,00 110000,00 statistics Apple vs Samsung Q average p Apple market share (1) Samsung market share (2) Apple profit share (1) Samsung profit share (2) Apple profit margin (1) Samsung profit margin (2) 857,14 700,00 50,00% 50,00% 50,00% 50,00% 39,52% 39,52% 500,00 575,00 50,00% 50,00% 50,00% 50,00% 23,48% 23,48% COMPETITION BETWEEN APPLE AND SAMSUNG - CASE STUDY / Dr. Markus Thomas Münter • Firms are identical in demand and costs • Firms have no separate ‘local’ markets, i.e., products are perfect substitutes (b(beta) = 1, customers are completely indifferent between the two brands) • Comparing (A) and (B), firms are smaller, profits are lower, prices are lower 50 APPLE VS. SAMSUNG – EQUILIBRIA (3) (B) (C) two separate monopolies perfect substitutes (b(beta)=1) imperfect subsititutes 1000,00 1000,00 400,00 400,00 0,70 0,70 0,00 10000,00 1000,00 1000,00 400,00 400,00 0,70 0,70 1,00 10000,00 1000,00 1000,00 400,00 400,00 0,70 0,70 0,50 10000,00 Apple q* (1) Samsung q* (2) Apple p* (1) Samsung p* (2) Apple pi* (1) Samsung pi* (2) Apple R (1) Samsung R (2) Apple C (1) Samsung C (2) 428,57 428,57 700,00 700,00 118571,43 118571,43 300000,00 300000,00 181428,57 181428,57 250,00 250,00 575,00 575,00 33750,00 33750,00 143750,00 143750,00 110000,00 110000,00 315,79 315,79 621,05 621,05 59806,09 59806,09 196121,88 196121,88 136315,79 136315,79 Q average p Apple market share (1) Samsung market share (2) Apple profit share (1) Samsung profit share (2) Apple profit margin (1) Samsung profit margin (2) 857,14 700,00 50,00% 50,00% 50,00% 50,00% 39,52% 39,52% 500,00 575,00 50,00% 50,00% 50,00% 50,00% 23,48% 23,48% 631,58 621,05 50,00% 50,00% 50,00% 50,00% 30,49% 30,49% input Apple a (1) Samsung a (2) Apple c (1) Samsung c (2) Apple b (1) Samsung b (2) b (beta) (market specific) F (industry specific) firm level results (A) statistics Apple vs Samsung COMPETITION BETWEEN APPLE AND SAMSUNG - CASE STUDY / Dr. Markus Thomas Münter Case (C) • Firms are identical in demand and costs • b(beta) = 0,5, customers have a tendency for one of the brands • Comparing (A), (B) and (C), firm size, profits and prices are in-between, however identical across firms 51 APPLE VS. SAMSUNG – EQUILIBRIA (4) (D) Case (D) 1100,00 1000,00 400,00 360,00 0,70 0,60 0,50 10000,00 Apple q* (1) Samsung q* (2) Apple p* (1) Samsung p* (2) Apple pi* (1) Samsung pi* (2) Apple R (1) Samsung R (2) Apple C (1) Samsung C (2) 363,64 381,82 654,55 589,09 82561,98 77471,07 238016,53 224925,62 155454,55 147454,55 Q average p Apple market share (1) Samsung market share (2) Apple profit share (1) Samsung profit share (2) Apple profit margin (1) Samsung profit margin (2) 745,45 621,02 48,78% 51,22% 51,59% 48,41% 34,69% 34,44% input Apple a (1) Samsung a (2) Apple c (1) Samsung c (2) Apple b (1) Samsung b (2) b (beta) (market specific) F (industry specific) firm level results cost and demand differences statistics Apple vs Samsung Apple Samsung strategic characteristic modeling approach • Innovator - consumers love innovativeness • Being innovative requires R&D – that’s high fixed costs • High willingness to pay, however smaller customer base • Industry specific fixed costs, significantly higher marginal costs • Imitator and follower • In all industries, Samsung as a cost leader • Lower willingness to pay, however larger customer base • Industry specific fixed costs, drastically lower marginal costs COMPETITION BETWEEN APPLE AND SAMSUNG - CASE STUDY / Dr. Markus Thomas Münter • Firms are now different: Apple having higher willingness to pay, Samsung lower marginal costs and a somewhat larger market • Differences in inputs leads to differences in output: Apple is smaller, yet having higher profits than Samsung due to much higher equilibrium prices 52 (D) (E) cost and demand differences cost reduction of Samsung input Apple a (1) Samsung a (2) Apple c (1) Samsung c (2) Apple b (1) Samsung b (2) b (beta) (market specific) F (industry specific) 1100,00 1000,00 400,00 360,00 0,70 0,60 0,50 10000,00 1100,00 1000,00 400,00 320,00 0,70 0,60 0,50 10000,00 firm level results Apple q* (1) Samsung q* (2) Apple p* (1) Samsung p* (2) Apple pi* (1) Samsung pi* (2) Apple R (1) Samsung R (2) Apple C (1) Samsung C (2) 363,64 381,82 654,55 589,09 82561,98 77471,07 238016,53 224925,62 155454,55 147454,55 349,65 420,98 644,76 572,59 75578,76 96334,00 225438,90 241047,29 149860,14 144713,29 statistics APPLE VS. SAMSUNG – EQUILIBRIA (5) Q average p Apple market share (1) Samsung market share (2) Apple profit share (1) Samsung profit share (2) Apple profit margin (1) Samsung profit margin (2) 745,45 621,02 48,78% 51,22% 51,59% 48,41% 34,69% 34,44% 770,63 605,33 45,37% 54,63% 43,96% 56,04% 33,53% 39,96% Apple vs Samsung Case (E) COMPETITION BETWEEN APPLE AND SAMSUNG - CASE STUDY / Dr. Markus Thomas Münter • Suppose – due to pressure by shareholders – Samsung is realizing some cost cutting at ~ 10 % (decrease of c(2)) • Key results: Samsung is growing, Apple is shrinking, and now Samsung is more profitable • Following the cost reduction, Apple has to reduce prices (in order to maximize profits) 53 APPLE VS. SAMSUNG – EQUILIBRIA (6) (D) (E) (F) cost and demand differences cost reduction of Samsung introduction of iPhone6 Apple a (1) Samsung a (2) Apple c (1) Samsung c (2) Apple b (1) Samsung b (2) b (beta) (market specific) F (industry specific) 1100,00 1000,00 400,00 360,00 0,70 0,60 0,50 10000,00 1100,00 1000,00 400,00 320,00 0,70 0,60 0,50 10000,00 1400,00 1000,00 400,00 320,00 0,70 0,60 0,50 10000,00 Apple q* (1) Samsung q* (2) Apple p* (1) Samsung p* (2) Apple pi* (1) Samsung pi* (2) Apple R (1) Samsung R (2) Apple C (1) Samsung C (2) 363,64 381,82 654,55 589,09 82561,98 77471,07 238016,53 224925,62 155454,55 147454,55 349,65 420,98 644,76 572,59 75578,76 96334,00 225438,90 241047,29 149860,14 144713,29 601,40 316,08 820,98 509,65 243176,19 49945,43 493735,63 161092,28 250559,44 111146,85 Q average p Apple market share (1) Samsung market share (2) Apple profit share (1) Samsung profit share (2) Apple profit margin (1) Samsung profit margin (2) 745,45 621,02 48,78% 51,22% 51,59% 48,41% 34,69% 34,44% 770,63 605,33 45,37% 54,63% 43,96% 56,04% 33,53% 39,96% 917,48 713,72 65,55% 34,45% 82,96% 17,04% 49,25% 31,00% statistics firm level results input Apple vs Samsung Case (F) COMPETITION BETWEEN APPLE AND SAMSUNG - CASE STUDY / Dr. Markus Thomas Münter • Suppose Apple is now releasing a new iPhone as an answer to cost cutting of Samsung (increase of a(1)) • Key results: drastic increase in quantity and price for Apple, Samsung lowering prices at the same time and also reducing quantity • Apple is now dominating market share and captures more than 80 % of profits 54 (D) (E) (F) (G) cost and demand differences cost reduction of Samsung introduction of iPhone6 catching with Galaxy S5 input Apple a (1) Samsung a (2) Apple c (1) Samsung c (2) Apple b (1) Samsung b (2) b (beta) (market specific) F (industry specific) 1100,00 1000,00 400,00 360,00 0,70 0,60 0,50 10000,00 1100,00 1000,00 400,00 320,00 0,70 0,60 0,50 10000,00 1400,00 1000,00 400,00 320,00 0,70 0,60 0,50 10000,00 1400,00 1200,00 400,00 320,00 0,70 0,60 0,50 10000,00 firm level results Apple q* (1) Samsung q* (2) Apple p* (1) Samsung p* (2) Apple pi* (1) Samsung pi* (2) Apple R (1) Samsung R (2) Apple C (1) Samsung C (2) 363,64 381,82 654,55 589,09 82561,98 77471,07 238016,53 224925,62 155454,55 147454,55 349,65 420,98 644,76 572,59 75578,76 96334,00 225438,90 241047,29 149860,14 144713,29 601,40 316,08 820,98 509,65 243176,19 49945,43 493735,63 161092,28 250559,44 111146,85 531,47 511,89 772,03 627,13 187721,16 147217,66 410308,57 321021,86 222587,41 173804,20 statistics APPLE VS. SAMSUNG – EQUILIBRIA (7) Q average p Apple market share (1) Samsung market share (2) Apple profit share (1) Samsung profit share (2) Apple profit margin (1) Samsung profit margin (2) 745,45 621,02 48,78% 51,22% 51,59% 48,41% 34,69% 34,44% 770,63 605,33 45,37% 54,63% 43,96% 56,04% 33,53% 39,96% 917,48 713,72 65,55% 34,45% 82,96% 17,04% 49,25% 31,00% 1043,36 700,94 50,94% 49,06% 56,05% 43,95% 45,75% 45,86% Apple vs Samsung COMPETITION BETWEEN APPLE AND SAMSUNG - CASE STUDY / Dr. Markus Thomas Münter Case (G) • Suppose Samsung is catching up, yet not completely, with a new version of Galaxy (increase of a(2)) • Key results: Apple still able to charger higher prices, but Samsung drastically growing • Market shares are like equal with Apple staying ahead in profits, especially due to much higher prices 55 AGENDA 1 What is managerial economics? 2 Where do profits come from? 3 Deriving optimum competitive behavior using game theory 4 Application to the Apple vs. Samsung case 5 Key learnings & discussion COMPETITION BETWEEN APPLE AND SAMSUNG - CASE STUDY / Dr. Markus Thomas Münter 56 KEY TERMS LEARNED (1) • managerial economics: is concerned with application of economic concepts and economic analysis to the typical problems in managerial decision making • in managerial economics, profit is just revenues minus costs and firms strive to maximize profits • the profit function is maximized by choosing a strategy, i.e., a strategic variable (some evidence that quantity due to investment character is the key variable) • game theory: a study of strategic decision making trying to identify some optimal behavior or strategy given potential strategies of others COMPETITION BETWEEN APPLE AND SAMSUNG - CASE STUDY / Dr. Markus Thomas Münter 57 KEY TERMS LEARNED (2) • a game is described by a) list of players, b) list of strategies or actions available, c) description of payoffs or profits for each strategy and d) rules of the game • to find a solution to a game, a) check, whether there are dominant strategies, b) apply a solution concept, preferably maximin, and c) identify the Nash-equilibrium, check if it is unique • the Cournot-Nash model proves quite flexible and powerful to analyze competition, see the Apple vs. Samsung case study • key limitations and obstacles are: data, and what if managers do not really maximize profits COMPETITION BETWEEN APPLE AND SAMSUNG - CASE STUDY / Dr. Markus Thomas Münter 58 BACK UP COMPETITION BETWEEN APPLE AND SAMSUNG - CASE STUDY / Dr. Markus Thomas Münter 59 FURTHER READING • Fisher, T.C.G., Prentice, D. and Washik, R., Managerial economics: a strategic approach, Milton Park 2010. • Besanko, D., Dranove, D., Schaefer, S. and Shanley, M., Economics of strategy, Boston 2007. • Mansfield, E., Allen, W.B., Doherty, N., and Weigelt, K., Managerial economics: theory, applications, and cases, New York 2009. COMPETITION BETWEEN APPLE AND SAMSUNG - CASE STUDY / Dr. Markus Thomas Münter 60 APPLE VS. SAMSUNG – EQUILIBRIA (C) (D) (E) (F) (G) imperfect subsititutes cost and demand differences cost reduction of Samsung introduction of iPhone6 catching with Galaxy S5 input (B) perfect substitutes (b(beta)=1) Apple a (1) Samsung a (2) Apple c (1) Samsung c (2) Apple b (1) Samsung b (2) b (beta) (market specific) F (industry specific) 1000,00 1000,00 400,00 400,00 0,70 0,70 0,00 10000,00 1000,00 1000,00 400,00 400,00 0,70 0,70 1,00 10000,00 1000,00 1000,00 400,00 400,00 0,70 0,70 0,50 10000,00 1100,00 1000,00 400,00 360,00 0,70 0,60 0,50 10000,00 1100,00 1000,00 400,00 320,00 0,70 0,60 0,50 10000,00 1400,00 1000,00 400,00 320,00 0,70 0,60 0,50 10000,00 1400,00 1200,00 400,00 320,00 0,70 0,60 0,50 10000,00 firm level results (A) two separate monopolies Apple q* (1) Samsung q* (2) Apple p* (1) Samsung p* (2) Apple pi* (1) Samsung pi* (2) Apple R (1) Samsung R (2) Apple C (1) Samsung C (2) 428,57 428,57 700,00 700,00 118571,43 118571,43 300000,00 300000,00 181428,57 181428,57 250,00 250,00 575,00 575,00 33750,00 33750,00 143750,00 143750,00 110000,00 110000,00 315,79 315,79 621,05 621,05 59806,09 59806,09 196121,88 196121,88 136315,79 136315,79 363,64 381,82 654,55 589,09 82561,98 77471,07 238016,53 224925,62 155454,55 147454,55 349,65 420,98 644,76 572,59 75578,76 96334,00 225438,90 241047,29 149860,14 144713,29 601,40 316,08 820,98 509,65 243176,19 49945,43 493735,63 161092,28 250559,44 111146,85 531,47 511,89 772,03 627,13 187721,16 147217,66 410308,57 321021,86 222587,41 173804,20 statistics Apple vs Samsung Q average p Apple market share (1) Samsung market share (2) Apple profit share (1) Samsung profit share (2) Apple profit margin (1) Samsung profit margin (2) 857,14 700,00 50,00% 50,00% 50,00% 50,00% 39,52% 39,52% 500,00 575,00 50,00% 50,00% 50,00% 50,00% 23,48% 23,48% 631,58 621,05 50,00% 50,00% 50,00% 50,00% 30,49% 30,49% 745,45 621,02 48,78% 51,22% 51,59% 48,41% 34,69% 34,44% 770,63 605,33 45,37% 54,63% 43,96% 56,04% 33,53% 39,96% 917,48 713,72 65,55% 34,45% 82,96% 17,04% 49,25% 31,00% 1043,36 700,94 50,94% 49,06% 56,05% 43,95% 45,75% 45,86% COMPETITION BETWEEN APPLE AND SAMSUNG - CASE STUDY / Dr. Markus Thomas Münter 61