other pricing policies: limit pricing

Differing Objectives and Policies of Firms

Other Pricing Policies: Limit Pricing

📈 Limit pricing is a strategy used by a firm that already has a strong position in the market to keep potential rivals out. By setting a price that is just low enough to make entry unprofitable, the incumbent protects its market share. Think of it like a popular pizza place that lowers its price a little so that a new pizza shop can’t afford to compete.

🔍 The idea is simple: price low enough to deter entry, but not so low that the firm loses all profit. The firm calculates the entry threshold – the price at which a new entrant would break even – and sets its price slightly below that threshold.

How Limit Pricing Works

1. Determine the cost structure of a potential entrant.
2. Calculate the break‑even price for the entrant: \$P{BE} = \frac{C{E}}{Q{E}}\$, where \$C{E}\$ is the entrant’s total cost and \$Q_{E}\$ is the quantity it expects to sell.
3. Set the incumbent’s price \$P{I}\$ slightly below \$P{BE}\$: \$P{I} = P{BE} - \epsilon\$.
4. Maintain this price until the market conditions change (e.g., costs rise, demand shifts).

Example: The “Ice Cream” Analogy

🍦 Suppose CoolTreats already sells 1,000 cones per day at \$3 each. A new shop, FreshScoops, could enter if it can sell at least 800 cones per day to cover its costs. CoolTreats calculates that FreshScoops would break even at \$2.80 per cone. CoolTreats then sets its price at \$2.70. FreshScoops finds that at \$2.70 it would lose money, so it stays out of the market.

Key Takeaways

• Limit pricing is a strategic deterrent, not a long‑term price war.
• It relies on accurate knowledge of potential entrants’ costs.
• It can be costly for the incumbent because it may sacrifice short‑term profits.
• Regulators sometimes scrutinise limit pricing as a form of anti‑competitive behaviour.

Limit Pricing in a Table