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Market Structure

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Market structure
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Economic theory tells us that market structures can be of 4 main types depending on parameters like no of buyers and sellers, government regulation, ease of entry and exit, and the extent of product differentiation as well as interdependence among firms. In this case,, restaurant business is part of a market structure that is neither an oligopoly nor perfectly competitive. It is best described as monopolistic competitive structure. This structure has some feature described below ▪ Relatively Large Number of Sellers: The number of firms is lesser than in perfect competition, but each firm has some limited monopoly over its product. Each firm enjoys some freedom to fix prices, as it enjoys small, but significant market share. The attachment provided clearly states that the ,’outdoor furniture market is.. highly competitive’. There are many players-34000 in fact for 2.5 million people. ▪ Differentiated products: All goods are not homogeneous, but are close substitutes of each other and part of a ‘product group’. In this case differentiation on the basis of taste of the food, décor of the restaurant and the service level offered. ▪ Easy of entry and exit: Firms can enter and exit an industry without much costs; there are no legal restrictions. Firms are able to introduce new products in terms of new food items, a new menu. Clearly there is no barrier to entry of new firms in terms of cost, technology or law (copyright/patent). The exit of firms is also easy, as there are no high fixed or sunk costs involved. The main input is the raw material used to cook. Most other expenses , barring a possible rent for land/space are variable. ▪ The profits in long term in such a market structure are only ‘normal’. The only way to keep profits

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