Competencia Monopolística
Microeconomía II
INDICE Introducción ....................................................................................................................................... 3 1.
Definición ............................................................................................................................... 4 1.1.
Definición de otros economistas ................................................................................ 4
2.
Modelo de Competencia Monopólica básico (o de Chamberlin) .................................. 5
3.
Precio y producción en la competencia monopolística ................................................... 6 3.1.
3.2. 4.
Corto Plazo: beneficio económico ............................................................................. 6 Largo Plazo: beneficio económico nulo ........................................................................ 7
Competencia Monopolística frente a Competencia Perfecta ........................................ 8 4.1. Diferencias y Semejanzas entre Competencia Perfecta, Monopolio y Competencia Monopolística .................................................................................................. 10
5.
Desarrollo del producto y marketing ................................................................................ 11 5.1.
6.
Elasticidad en Competencia Monopolística .................................................................... 12
7.
Competencia de Mercados ............................................................................................... 13
8.
7.1.
Diferenciación del producto ...................................................................................... 13
7.2.
Regulación del Gobierno ........................................................................................... 14
7.3.
Publicidad .................................................................................................................... 14
Decisiones de la empresa ................................................................................................. 15 8.1.
II.
Estrategias Estrat egias de competencia monopolística monopol ística ................................... .................. ................................... ............................... ............. 11
La estrategia multimarca ........................................................................................... 16
CASOS REALES DE COMPETENCIA MONOPOLÍSTICA ............................................. 17 2.1.1.
Información .............................................................................................................. 17
2.1.2.
Antecedentes y análisis ......................................................................................... 18
2.2. Caso 2: Competencia monopolística en el mercado de la telefonía móvil: ¿Con cuál me quedo? .......................................................................................................................... 20 2.2.1.
Análisis ..................................................................................................................... 20
2.3.1.
Antecedentes Antecedentes .......................................................................................................... 21
2.3.2.Situación Actual ............................................................................................................ 22 2.3.3.Análisis de modelo de competencia monopolística en el sector de comida rápida 24
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Competencia Monopolística
Microeconomía II
2.4.Caso 4: Sector Bebidas Gaseosas ................................................................................... 25 2.4.1.Antecedentes y Hechos en el mercado de gaseosas en Perú .............................. 25 2.4.2.Análisis del modelo de competencia monopolística ................................................ 28 2.4.3.Estadísticas recientes en Perú ................................................................................... 28 III.EJERCICIOS DE COMPETENCIA MONOPOLISTICA ....................................................... 30 3.1.Problemas prácticas ............................................................................................................ 30 3.2.Problemas teóricos .............................................................................................................. 37 CONCLUSIONES ........................................................................................................................... 39 BIBLIOGRAFÍA ............................................................................................................................... 40 Anexos ............................................................................................................................................. 43
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Competencia Monopolística
Microeconomía II
Introducción La evolución y el desarrollo de las grandes corporaciones desde finales del siglo XIX y hasta la actualidad, configuraron mercado alejados de aquellos casos extremos, por una parte, existe una multitud de productores y de consumidores tomadores de precios y, por otra parte, el monopolio considera solamente a una empresa que satisface la demanda de todo el mercado, por lo que tiene capacidad de fijar precios. Estos modelos son los que dominaban el pensamiento económico hasta la década de 1920. En este sentido, cabe destacar los siguientes rasgos de la realidad que se alejaban de los modelos teóricos: (a) las empresas competían por productos diferenciados y no homogéneos, (b) las empresas reportaban costos medios descendentes conforme aumentaba la producción y su crecimiento, (c) la competencia tenía lugar en término de publicidad y no de precios. En este contexto se creó una gran insatisfacción en la capacidad explicativa de los modelos tradicionales y surgió, entre otras, la propuesta de los modelos de competencia monopólica. El modelo de competencia monopólica está en la vida cotidiana, los consumidores en sus compras prefieren a determinados vendedores por multitud y hasta por caprichosas razones prefieren más a un producto por la marca, el trato comercial, la ubicación, facilidades crediticias y hasta por la atractiva apariencia de los vendedores. También hay fuertes gastos de publicidad, con el propósito de modificar las curvas de demanda con la que se enfrentan. En síntesis, en el modelo de la competencia monopolística incluye una serie de variables que normalmente no se consideran en el modelo de la competencia perfecta y el monopolio m onopolio puro.
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Competencia Monopolística
Microeconomía II
COMPETENCIA MONOPOLISTICA I.
MARCO TEORICO
1. Definición Para Robert Frank, la Competencia monopolística es una estructura de mercado cercana a la competencia perfecta, ocurre cuando muchas empresas sirven a un mercado con entrada y salida libres, pero en el cual los productos de un empresa no son sustitutos perfectos de los de otras compañías. 1 La ventaja de este mercado es que permite la entrada a los microempresarios, lo cual les puede servir para hacer crecer a sus negocios. 1.1. Definición de otros economistas2
Según Gregory Mankiw , la competencia monopolística es una estructura del mercado en la que muchas emp resas venden productos similares pero no idénticos.
Según Samuelson y Nordhaus, Nordhaus, la competencia monopolística es una estructura del mercado en la que hay muchos vendedores que ofrecen bienes que son sustitutivos cercanos, pero no perfectos; donde cada empresa puede influir en cierta medida en el precio de su producto
Para Kotler, Arsmtrong, Cámara y Cruz, un mercado de competencia monopolística se compone de muchos compradores y vendedores que negocian sobre un abanico de precios, y no con un solo precio de mercado. Existe esta variedad de precios porque los productores pueden diferenciar sus ofertas a los consumidores. Se pueden introducir variaciones en la calidad, las prestaciones o el estilo del producto, o se pueden cambiar los servicios adicionales. Los consumidores perciben diferentes productos y por eso, pagarán diferentes precios por ellos. Los productores intentan diferenciar sus ofertas para los diferentes segmentos del mercado y para ello, además del precio, utilizan otras herramientas tales como la publicidad, la marca y la venta personal.
Según la American Marketing Association (A.M.A.), la competencia monopolística es una situación del mercado donde muchos vendedores, cada uno con una cuota de
1
Frank Robert H., Microeconomía intermedia: Análisis y Comportamiento Comportamiento Económico, Económico, 7ma edición, Capítulo 13, Página 435. 2
Thompson Iván, Competencia Monopolística, http://www.promonegocios.net/mercado/competenciamonopolistica.html [Revisado: Domingo ,16 de Junio del 2013]
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Competencia Monopolística
Microeconomía II
mercado relativamente pequeña y con productos levemente diferenciados, compiten por el patrocinio del consumidor. 2. Modelo de Competencia Monopólica básico (o de Chamberlin) 3 El término competencia monopolística fue acuñado por el economista Edward Chamberlain (de la Universidad de Harvard), en los años 30. El modelo de competencia monopólica recupera las características del modelo de competencia perfecta, pero las empresas compiten por los consumidores y tienen cierto poder para fijar los precios. Las características del modelo son: a) Retoma los supuestos d el modelo de co mpetencia perfecta perfecta ; la existencia de una cantidad muy grande de productores y consumidores. La industria está compuesta por un gran número de empresas, cuya presencia tiene tres implicaciones para todos los participantes:
Pequeña participación de mercado: Cada empresa ofrece una pequeña parte de la producción total de la industria. En consecuencia cada empresa tiene un poder limitado para influir sobre el precio de sus productos. El precio de cada empresa sólo puede desviarse el precio de otras empresas por una unidad relativamente pequeña.
Ignorar a otras empresas: En la competencia monopolista una empresa debe ser sensible al precio promedio de mercado del producto, pero no toma en cuenta a ninguno de sus competidores individuales. Debido a que todas las compañías son más o menos pequeñas, ninguna puede establecer las condiciones del mercado ni afectar, por lo tanto, las acciones del resto.
Imposibilidad de colusión: Las empresas les agradaría conspirar para fijar un precio más alto, pero debido a que son muchas, la colusión es imposible.
b) Los pro du cto res están diferenc iado s , es decir, no son homogéneos. Recuerde que los productos diferenciados son aquellos que pueden presentar características reales o imaginarias diferentes pero que satisfacen una misma necesidad o deseo del consumidor. Este supuesto implica que la empresa debe poseer cierto poder para fijar precios y que se enfrenta a una curva de demanda con pendiente negativa. Tiene productos que son sustitutos cercanos, pero no perfecto de los productos de otras empresas, algunas personas pagaran más por una variedad del producto, así que Vargas Sánchez, Gustavo. Introducción a la Teoría Económica un Enfoque Latinoamericano, Latinoamericano , Capítulo 26: Competencia Monopólica – Competencia Imperfecta. Páginas 598-612, Segunda edición. Pearson Addison Wesley. México 2006. 3
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Competencia Monopolística
Microeconomía II
cuando su precio sube, la cantidad demandada disminuye, pero no llega necesariamente hasta cero. c) Las empresas son libres de entrar y salir de la indu stria , por la libre entrada y salida de empresas en la industria, implica la existencia de ganancias excedentes o extraordinarias, nuevas empresas entran a la industria, lo que lleva a una reducción de precios y más adelante la eliminación de los beneficios económicos. Cuando las empresas incurren en pérdidas económicas, algunas salen de la industria, con lo cual aumentan los precios y los beneficios, eliminándose, a la larga, la pérdida económica. En el equilibrio de largo plazo, no hay entrada ni salida de empresas, así que las que forman parte de la industria obtienen beneficios normales o iguales a cero. 3. Precio y producción en la competencia competencia monopolística 3.1. Corto Plazo: beneficio económico 4 A corto plazo el funcionamiento de este tipo de mercados se asemeja al del monopolio. La empresa monopolísticamente competitiva sigue la regla del monopolista para maximizar los beneficios, elige la cantidad con la que el ingreso marginal es igual al costo marginal y utiliza su curva de demanda para hallar el precio coherente con esa cantidad. Los competidores monopolísticos, al igual que los monopolistas, maximizan los beneficios produciendo la cantidad con la que el IMg = CMg. La empresa del panel A obtiene beneficios porque con esta cantidad el precio es superior al costo total medio. La del panel B experimenta pérdidas porque con esta cantidad el precio es menor que el coste total medio. Gráfico 1: Corto Plazo
Fuente: Gráfico obtenido de Michael Parkin, figura 1 3.2, pg. 302. 4
Parkin Michael, Esquivel Gerardo y Ávalos Marco, Microeconomía Versión para Latinoamérica , Capítulo 13: Competencia Monopolística y Oligopolio, Pearson Addison Wesley, Séptima Edición, 2005.Páginas: 299-305
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Competencia Monopolística
Microeconomía II
La gráfica 1, muestra el resultado a corto plazo. El beneficio se maximiza al producir 150 casacas por di y venderlas a un precio de $190 cada una. El costo total promedio es de $140 por casaca, y la empresa obtiene un beneficio económico (representado por el triángulo azul) de $7,500 diarios ($50 por casaca multiplicado por 150 casacas). 5 Si el precio que determina la curva de demanda es superior al coste total medio la empresa obtendrá beneficios, si por el contrario es inferior la empresa incurrirá en pérdidas. Gráfico 2: Beneficio y Pérdida
Fuente: Aula económica 3.2. Largo Plazo: beneficio económico nulo 6 En la competencia monopolística no hay restricción contra la entrada, así que el beneficio atrae a nuevas empresas a la industria. A medida que las em presas entran, la participación de mercado de cada una de ellas se hace más pequeña, y lo mismo ocurre con la demanda de su producto, lo cual significa que las curvas de demanda y del ingreso marginal de cada empresa se desplazan a la izquierda. izquierda. Las compañías compañías maximizan el beneficio a corto plazo produciendo la cantidad en que el ingreso marginal es igual i gual al costo marginal y cobrando el precio más alto que los compradores este dispuestos a pagar por esa cantidad. Sin embrago, a medida que disminuye la demanda de producción de cada empresa, disminuyen tanto la cantidad como el precio que maximizan su beneficio. El beneficio económico estimula la entrada de nuevas empresas a la industria a largo
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Competencia Monopolística
Microeconomía II
total promedio es también de $145 por casaca, así que el beneficio económico es igual a cero. Gráfico 3: Largo Plazo
Fuente: Gráfico obtenido a partir de PR. Figura 12.1. p. 438 4. Competencia Monopolística frente a Competencia Perfecta Cuando analizamos la industria de competencia competencia monopolística nos damos cuenta cuenta que hay dos fuentes de ineficiencia: a) La industria perfectamente competitiva asigna los recursos de forma eficiente. Una característica clave de la eficiencia es que el IMg = CMg. El precio mide el ingreso marginal, así que la eficiencia requiere que el P = CMg. Cuando estudiamos el monopolio descubrimos que este tipo de empresa crea un uso ineficiente de los recursos, ya que restringe la producción a nivel en que el precio excede al costo marginal (P>CMg)7. b) En la empresa monopolísticamente monopolísticamente competitiva la producción producción es inferior a la que minimiza el coste medio. La entrada de nuevas empresas reduce los beneficios a cero tanto en los mercados perfectamente perfectamente competitivos como en los monopolísticamente competitivos. El mercado de competencia perfecta enfrenta una curva de demanda horizontal, por lo que el punto de beneficios nulos se encuentra en el punto de coste
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Competencia Monopolística
Microeconomía II
demanda tiene pendiente negativa, por lo que el punto de beneficios nulos se encuentra a la izquierda del coste medio mínimo 8. Gráfico 4: Capacidad excesiva
Fuente: Fuente: Gráfico obtenido de Michael Parkin, figura 13.3, pg. 303. La competencia monopolística comparte con el monopolio esta característica; aún cuando hay beneficio económico nulo en el equilibrio a largo plazo, la industria con competencia monopolística genera una producción en el que el precio es igual al promedio, pero excede al costo marginal. Esta producción implica que las empresas en competencia monopolística siempre tienen una capacidad excesiva 9 en el equilibrio a largo plazo.
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Competencia Monopolística
Microeconomía II
Gráfico 5: Comparación del equilibrio de competencia monopolística y la competencia perfecta
Produce una escala eficiente, en la
que se minimiza el coste total medio.
El precio es igual al costo marginal.
Produce una cantidad inferior a la que corresponde a la escala eficiente.
El precio es superior al costo marginal.
Fuente: Gráfico obtenido a partir de PR. Figura 12.2. p. 439
4.1. Diferencias y Semejanzas entre Competencia Perfecta, Monopolio y Competencia Monopolística Estructura de
Competencia
Competencia
mercado
Perfecta
Monopolística
Número de empresas
Muchas
Muchas
Una
Producto
Idéntico
Diferenciado
Sin sustitutos
Barreras
Ninguna
Algunas
Todas
Maximizar beneficios
Maximizar beneficios
Maximizar beneficios
IMg = CMg
IMg = CMg
IMg = CMg
Sí
No
No
P= CMg
P> CMg
P> CMg
Sí
Sí
Sí
Objetivo de la
Monopolio
empresa Regla de maximización Precio aceptante Precio Beneficios a corto
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Competencia Monopolística
Microeconomía II
panaderías Fuente: N. Gregory Mankiw, Principios de Economía y Graue Russek, Microeconomía: Enfoque de negocios. 5. Desarrollo del producto y marketing 10
5.1. Estrategias de competencia monopolística
Estrategias para obtener beneficios económicos a largo plazo en competencia monopolística: 5.1.1.
Innovación
Para que las empresas en competencia monopolística puedan disfrutar de beneficios económicos, deben desarrollar productos de manera continua. La razón es que siempre que se obtienen beneficios económicos, surgen imitadores de crean nuevas empresas. Por los tanto para para mantener sus beneficios económicos una empresa debe buscar nuevos productos que le proporcionan una ventaja competitiva, aunque sea de manera temporal11. 5.1.2.
Marca
Se garantiza a los consumidores que los bienes que compran son de buena calidad. Y da un incentivo a las empresas a mantener una buena calidad. Brinda información al consumidor sobre un bien y otorga un carácter de unicidad, a un producto que por sí mismo no se distingue de otros muy similares. 5.1.3.
Diferenciación
Una empresa practica la diferenciación del producto si elabora un producto ligeramente diferente de los de su competencia. Un producto diferenciado es un sustituto cercano, pero no prefecto, de los otros productos de otras empresas. Para diferenciarse muchos más estas empresas monopolistas, también se preocupan de servicio y atención al cliente; para que sea visto como un beneficio adicional a la compra del producto. 5.1.4.
Ubicación
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Competencia Monopolística
Microeconomía II
La elección del lugar geográfico de la empresa es estratégico, porque busca que el consumidor busque minimizar precios y costos de transporte, o que vea el consumidor las características de un producto de forma ideal y que no encontrara en otra parte. Y la falta de sustitución completa es la distancia. 5.1.5.
Publicidad
Las empresas también intentan crear en los consumidores la percepción de que existe una diferenciación del producto, aun cuando las diferencias reales sean mínimas. 6. Elasticidad en Competencia Monopolística12
Normalmente es negativa: sube el precio, la demanda disminuye (la variación de la cantidad corresponde a una variación del precio).
En este mercado hay mucha competencia, entonces decimos que se ofrece mayor precio (P), va a representarnos disminución en la cantidad (Q), los productores compiten en encontrar pues un equilibrio para poder tener el mayor número de consumidores que adquieren sus productos o servicios.
La elasticidad-precio de la demanda de un bien depende de que existan otros bienes por los que quedan sustituirse.
Sube el precio de un bien de un productor. El consumidor cambiara por otro producto que le represente una satisfacción similar, es este caso, la demanda es muy elástica con respecto al precio ofrecido de tal bien. Gráfico 6: Elasticidad
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Competencia Monopolística
Microeconomía II
Fuente: Aula Económica 7. Competencia de Mercados13 En competencia monopolística, las firmas pueden competir también en función del precio y de elementos no-precio (actividades como diferenciación del producto y publicidad, que son diseñadas para incrementar la demanda del producto). La presión competitiva constante sobre los beneficios crea incentivos para que las firmas traten de evitar la competencia (que es el elemento que elimina los beneficios en el largo plazo). Esto puede lograrse por medio de:
7.1. Diferenciación del producto de forma que no existan (o se reduzcan) el número de productos sustitutos disponibles, lo cual reduce las presiones competitivas y le brinda a la
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Competencia Monopolística
Microeconomía II
consumidor y alcanzar mayores beneficios. Sobre todo, cuanto más inelástica es la demanda, mas fácil es mantener los beneficios en el tiempo. Aun así, la efectividad de la l a diferenciación de productos es limitada en el largo plazo ante la presión competitiva continua. A pesar de que una firma pueda diferenciar su producto en el corto plazo, los competidores intentaran eliminar la fuente de diferenciación; con lo cual las firmas deben estar constantemente buscando maneras de diferenciar su producto. 7.2. Regulación del Gobierno con objetivos de asegurar la calidad de los productos o desalentar el interés de los consumidores (ejemplo: licencias para la venta de alcohol). La regulación tiene efectos sobre las firmas que operan en el mercado, sobre todo en los casos en los que restringe el ingreso, permitiéndoles mantener beneficios extraordinarios en el largo plazo. El precio es mayor que si se incrementara la competencia, en detrimento de los consumidores. 7.3. Publicidad14 Es posible obtener cierta diferenciación del producto al diseñar y desarrollar productos productos que realmente difieran de los que producen otras empresas. Las empresas utilizan la publici dad para intentar crear en los consumidores la percepción de que existe diferenciación del producto, aunque sean mínimas. Gastos d de e pub licidad licidad : Las empresas en competencia monopolística incurren en enormes
costos para asegurarse de que los compradores aprecien y valoren las diferencias entre
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Competencia Monopolística
Microeconomía II
encima de los costos de una empresa competitiva o de monopolio. Los gastos de publicidad son costos fijos, no varían de acuerdo con la producción. La figura muestra la manera en que los costos de venta y los gastos de publicidad cambian el costo total promedio de una empresa. La curva de color azul indica el costo total promedio promedio de producción. La curva de color rojo muestra el costo total promedio de producción más los gastos de publicidad. La altura del área roja entre las dos curvas señala el costo fijo promedio de la publicidad. El costo total de la publicidad es fijo, pero el costo promedio de la publicidad disminuye a medida que la producción aumenta B) Costos de venta y demanda : La publicidad permite contribuye a aumentar la demanda. Al informar a las personas acerca de la calidad de sus productos o tratar de persuadirlas de que cambien los productos de la competencia, una empresa que realiza publicidad espera aumentar si demanda de sus propios productos. Pero todas las empresas en competencia monopolística utilizan publicidad. Si la publicidad permite que una empresa sobreviva, el número de empresas podría aumentar. En la medida, en que esto ocurra ocurra la demanda a la que se enfrente cualquier empresa individual disminuirá. Gráfico 7: Costos de venta y costo total
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Competencia Monopolística
Microeconomía II
8.1. La estrategia multimarca multim arca15 En el análisis de los mercados es importante tener en cuenta que la mayoría de las grandes empresas fabricantes de bienes de consumo utilizan diferentes marcas. Nuestra experiencia como consumidores nos lleva a la creencia de que cada marca se corresponde con una empresa distinta, deduciendo que el m undo empresarial está muy atomizado, pero la realidad es justo la contraria: pocas y poderosas empresas que fabrican múltiples marcas. La principal razón tras esta estrategia es dividir el mercado total en segmentos más pequeños y homogéneos, de forma que el producto se adapte a las características de cada grupo con marca propia, incrementando las ventas y los beneficios. Gráfico 8: Multimarcas de Volkswagen
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Competencia Monopolística
Microeconomía II
jóvenes, Maybelline para el mercado americano, Lancôme o Helena Rubinstein para las rentas altas, Vichy y Vichy y La Roche Posay de Posay de venta en farmacias, Biotherm y Body Shop para las ecologistas... Y cada marca, para crearse la imagen apropiada, utiliza en su publicidad los rostros de las más guapas actrices, de una u otra edad según el caso. En la actualidad las grandes empresas gastan millones de euros en estudios de mercado para conocer el comportamiento de los distintos segmentos o grupos de consumidores, de manera que llegan a conocernos mej or que nosotros mismos. La estrategia multimarca puede llevar a equívocos a la hora de determinar la estructura de un mercado. A veces, lo que en apariencia es competencia monopolística, una vez que se tiene toda la información resulta ser un oligopolio. II.
CASOS REALES DE COMPETENCIA MONOPOLÍSTICA MONOPOLÍSTIC A
2.1. Caso 1: Nintendo trata de acabar con el alquiler de juegos de las tiendas de vídeos 16 (por
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Competencia Monopolística
Microeconomía II
Los defensores de las tiendas de vídeos argumentan que la justificación de las leyes en contra del alquiler debería ser el impedir su copiado. Los discos y los programas de computadores personales se copian con facilidad, pero no los juegos de Nintendo, a pesar de que aparentemente existe un mecanismo para copiarlos.
2.1.2.
An tec eden tes y anális is
Si Nintendo lograra obtener que se prohibiera el alquiler de juegos y si pudiera mantener a otros competidores fuera del negocio, tendría un monopolio como el que se muestra:
Gráfico 9: Demanda
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Competencia Monopolística
Microeconomía II
Los juegos de vídeo para alquilar y los juegos de video fabricados por otros productores son sustitutos de los juegos de Nintendo y su disponibilidad hace disminuir la demanda de juegos Nintendo. La demanda de juegos de Nintendo desciende y las curvas de demanda y del ingreso marginal se desplazan a la posición que muestra la gráfico 2. Nintendo está en la posición que muestra la figura. El precio de los juegos de vídeo ha caído a Pc y Nintendo comparte el mercado con otras empresas que producen Qc juegos a la semana.
Gráfico 10
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Competencia Monopolística
Microeconomía II
2.2. Caso 2: Competencia monopolística en el mercado de la telefonía móvil: ¿Con cuál me quedo?17 El auge de los Smartphones en los últimos 3 años ha creado una oportunidad para los fabricantes de teléfonos móviles de entrar a un mercado que cada año crece y tecnológicamente avanza a pasos agigantados. Con la revolución de Apple con el iPhone en el año 2007, muchos fabricantes comenzaron a fabricar sus propios dispositivos, creando una gran oferta de productos, pero un gran dolor de cabeza para los consumidores. Precio, características, desempeño, diseño y otros factores son decisivos para preferir un aparato sobre otro.
2.2.1. A n áli s is Planteemos el siguiente caso: En una población x existen 10 almacenes, todos venden el mismo tipo de productos, pero éstos tienen características distintas. Ninguno de los almacenes puede influir en el precio de venta de los almacenes, y los
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Competencia Monopolística
iii.
Microeconomía II
Fabricantes entran y salen. Palm antes de ser comprada por Hewlett-Packard, lanzó su última línea de Smartphones sin gran éxito pero con muy buenas valoraciones de los productos, para luego entrar en un receso y replantear la estrategia y el desarrollo de nuevos teléfonos.
iv.
Hay una gran variedad de Smartphones disponibles en el mercado, pero cada uno tiene características específicas, son diferentes entre sí (sustitutos cercanos).
v.
En nuestro país, tanto en el mercado formal como informal o de segunda mano podemos apreciar fácilmente este tipo de competencia. A pesar de atender a un segmento con un poder de compra y gustos más exquisitos, la conquista de las empresas con sus productos no parte por el precio, sino por las funcionalidades y características que cada aparato puede ofrecer. Así, el iPhone 4 se agotó en una compañía telefónica a dos semanas de su lanzamiento, el cual finalizó a altas horas de la madrugada y con largas filas.
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Competencia Monopolística •
Microeconomía II
A inicios de la década del 80, como consecuencia de la crisis económica y del fenómeno del niño; la instalación de nuevas franquicias extranjeras en el país se estanca. Surgen negocios peruanos con formatos similares, destacando Bembos en la venta de hamburguesas en 1988. En los 90 se reinicia la instalación de franquicias norteamericanas en Lima, desarrollándose el mercado de comidas rápidas. El mayor dinamismo se da en el mercado de hamburguesas, ingresan dos de las principales cadenas internacionales: Burger King y McDonalds, en octubre de 1993 y 1996.
2.3.2.
Situación Actual
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Competencia Monopolística CARACTERISTICAS
Microeconomía II BEMBOS
Ingreso al Mercado
1989
• •
Participación Mercado
• •
Oportunidad
Inicialmente: barrera de entrada competencia extranjera.
Segmentación
• •
Estrategia
• •
BURGER KING
MCDONALD’S
Líder en Perú. 58%*
1948 USA. Perú Octubre 1996
• •
1954 USA. Perú Octubre 1993.
• •
Cadena Líder en el mundo. Segundo en Perú 28%.
• •
Segunda cadena líder mundial. Tercero en Perú 14%.
• •
Marca prestigio mundial. Experiencia internacional.
• •
Marca prestigio mundial. Experiencia internacional.
NSE: A y B1. Jóvenes 18 a 39 años.
• • •
NSE: A y B1. Jóvenes 18 a 39 años Niños y familias.
• • •
NSE: B y C. Jóvenes 18 a 39 años Niños y familias.
Orientación cliente, producto y calidad. Valor Producto:
valor •
Orientación cliente y calidad de productos y servicios. Tropicalización de productos: Inca
•
Orientación cliente y calidad de productos y servicios. Tropicalización de productos.
Sabor •
•
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Competencia Monopolística
2.3.3.
Microeconomía II
Análisis de modelo de competencia monopolística en el sector de comida rápida Cuando vamos a un centro comercial a comer comida rápida tenemos que elegir entre distintos vendedores y hay una gran competencia entre las distintas hamburgueserías y los establecimientos de pollo a la brasa, chifa, salchipapa, etc. Cuando hay muchas empresas que compiten entre sí y que utilizan la diferenciación del producto, como ocurre en la industria de comida rápida, se dice que es una industria en la que hay competencia monopolística.
La demanda del sector de comida rápida suele ser muy elástica, ya que los
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Competencia Monopolística
Microeconomía II
decir elabora productos identificados con la comida peruana, que tiene gran prestigio mundial, y ha desarrollado 30 tipos de hamburguesas
Mc Donald’s
se distingue por menor precio de sus productos, calidad y servicio,
con algún ingrediente particular local, como el ají. Su segmento poblacional está en los niños, familias y jóvenes de NSE A, B y C, busca captar a los niños y familias mediante infraestructura adecuada para celebraciones de eventos infantiles y a través de estos captar familias. McDonald’s utiliza de complemento ají y vende Inca Kola y Coca Kola.
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Competencia Monopolística
Microeconomía II
participación de bebidas por marcas, Inka Kola tiene el 26% del mercado, Coca Cola el 25%, Kola Real el 8% y Pepsi el 7%. En otras palabras, solo 4 marcas concentran el 79% del mercado aproximadamente. De otra parte, las empresas medianas y chicas, que son más numerosas, se dedican básicamente a atender mercados regionales o locales. (Datos proporcionados por Instituto Nacional de Estadística e Informática INEI) Los mercados emergentes y en desarrollo no fueron totalmente inmunes a la recesión, pero los refrescos en promedio ya fueron comprados a puntos de precios menores, entonces el que un consumidor quiera reducir los gastos no se traduce en una gran
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Competencia Monopolística
2.4.2.
Análisis del modelo de competencia monopolística
Microeconomía II
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Competencia Monopolística
Microeconomía II
Marca
COCA COLA
INKA KOLA
KOLA REAL
SPRITE
PEPSI
Precio promedio Perú
1.80
1.70
1.00
1.70
1.40
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