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LECTURE ONEIMBA NCCU
Managerial Economics
Lecturer: Jack Wu
INTRODUCTION TO INTRODUCTION TO MANAGERIAL ECONOMICSMANAGERIAL ECONOMICS
CASE: BOEING AND AIRBUS Airbus: Until 2001, established under French
law as a “Groupe d’Intérêt Economique” Boeing: Listed company April 2004: Boeing launches 787 December 2004: Airbus launches A350
QUESTIONS OF MANAGERIAL ECONOMICS RELATED TO THE CASE
Why did Airbus corporatize in 2001? What are benefits from corporatization?
Why did Airbus Chief Commercial Officer John Leahy remark that A350 would “put a hole in Boeing’s Christmas stocking”?
How should Boeing respond?
HOW SHOULD BOEING RESPOND?
Should Boeing proceed with its plan to develop the Dreamliner or should it alter its development plans?
Should Boeing respond by changing its pricing for its new jet??
How much would development and manufacturer cost, and how do these costs depend on sales volume?
Did Airbus respond correctly to Boeing’s Dreamliner?
MANAGERIAL ECONOMICS
Managerial economics: Science of directing scarce resources to manage more effectively
resources – financial, human, physical management of customers, suppliers,
competitors, internal organization organizations – business, nonprofit,
household
APPLICATION OF MANAGERIAL ECONOMICS
Boeing has limited resources. Boeing managers seek to maximize the
financial return from these limited resources. They should apply managerial economics to
develop pricing and R&D strategies, design their organizations, and so on.
The same is true of Airbus.
NEW ECONOMY: INTERNET
Managerial Economics also applies to the new economy.
Example: In pricing, Airlines use online auctions to segment their market between business and leisure travelers.
Example: In competitive strategy, Google competes fiercely with Yahoo.
OLD/NEW ECONOMY
Differences between “New” and “Old” economy:
_ role of network effects in demand **network effects – benefit/cost depends on
total number of other users example: Internt _ importance of economies of scale and scope example: Information in Yahoo is scalable
SCOPE OF MANAGERIAL ECONOMICS
Managerial econ is based on microeconomics.
Microeconomics Microeconomics is the study of how individual
households and firms make decisions and how they interact with one another in markets.
Macroeconomics Macroeconomics is the study of the economy as
a whole.
EXAMPLE: INCREASE IN OIL PRICE
Micro effect: vehicle users, electronic power generators
Macro effect: inflation, unemployment
METHODOLOGY
economic model – concise description of behavior and outcomes
marginal vis-à-vis average stock vis-à-vis flow other things equal
METHODOLOGY
Timing static model – single point in time dynamic model – focus on sequence of actions
and payments
TIMING
Discount future values to be comparable with present values
If discount rate = 10%, $1 next year worth 1/1.10 = 91 cents now $1 two years worth about 83 cents now
TIMING
Net present value: sum of discounted values of inflows and outflows over time
Example: Month 1: gain of $3 million Months 2 and 3: loss of $2 million Net present value:
million 94.0$]01.1[
2$
]01.1[
2$3$
2
ORGANIZATION
Vertical boundaries – closer to or further from end user
Samsung Electronics – vertical boundaries longer than Intel – specializes in semiconductors (upstream) Motorola – specializes in mobile phones
(downstream)
ORGANIZATION
Horizontal boundaries – scale and scope of activities
Samsung Electronics – horizontal boundaries broader than LG.Philips LCD – specializes in LCD Motorola – specializes in mobile phones
ANOTHER EXAMPLE OF VERTICAL BOUNDARIES: INTERNET
vertical chain: provision of content, internet access, telephone or cable service
Case: America Online merged with Time Warner => become a provider of entire vertical chain
Case: Google provides internet content, but neither telephone or cable service
ANOTHER EXAMPLE OF HORIZONTAL BOUNDARIES: SALE OF PERSONAL COMPUTER Scale: the rate of production Scope: the range of different items produced In terms of scale: HP and Lenovo have wider
horizontal boundaries than small businesses producing generic machines.
In terms of scope: HP has wider horizontal boundaries than Lenovo
MARKET
Market: Buyers and sellers communicate with one another for voluntary exchange
market need not be physical industry -- businesses engaged in the
production or delivery of the same or similar items
MARKET: CONTINUED
Competitive Markets Market Power Imperfect Markets
COMPETITIVE MARKET
Benchmark for managerial economics Extremely competitive market
many buyers and many sellers no room for managerial strategizing
Achieves economic efficiency
COMPETITIVE MARKET
Model: demand supply market equilibrium
MARKET POWER
Definition – ability of a buyer or seller to influence market conditions
Seller with market power must manage costs pricing advertising expenditure R&D expenditure strategy toward competitors
IMPERFECT MARKET
Definition: where one party directly conveys a benefit or cost to
others, or one party has better information than others
GLOBALIZATION: WHY?
Growth of cross-border trade and investment falling trade barriers falling financial barriers falling communications
costs
GLOBALIZATION: TRADE SYSTEM
World Trade Organization Regional free trade areas
European Union North American Free Trade Agreement ASEAN ASEAN-China, ASEAN-India
GLOBALIZATION: OUTSOURCING
Outsourcing: the purchase of services or suppliers from external sources.
U.S. financial services business outsource customer service to contractors in the Philippines and India
GLOBALIZATION: E-COMMERCE
Extends geographical reach –Google, eBay, Yahoo, Amazon
Limitations payments system trade barriers shipment costs