Apple and Samsung

Competition between Apple and Samsung
in the smartphone market

introduction into some key concepts
in managerial economics
Dr. Markus Thomas Mnter
Collge des Ingnieurs
Stuttgart, June 21, 2013
SNORKELING VS. DOING THE DEEP DIVE
COMPETITION BETWEEN APPLE AND SAMSUNG - CASE STUDY / Dr. Markus Thomas Mnter
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)
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
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 Apples and Samsungs respective strategy?
How can Apple and Samsung derive the best strategy using game theory?
How does strategic behavior affect market shares, profitability and prices?
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
AGENDA
What is managerial economics?
Where do profits come from?
Deriving optimum competitive behavior using game theory
Application to the Apple vs. Samsung case
Key learnings & discussion
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.
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
AGENDA
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 consumers
perspective what is
your willingness to pay
for any of these two
alternatives?
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
number of
individuals
11
PRICE DEMAND SCHEDULE

The willingness to pay
can be translated
easily into a demand
curve also termed
price demand
schedule
price p
quantity q
12
PRICE DEMAND SCHEDULE

price p
p = p(q ) = a bq
p A = a A bA q A
pS = aS bS qS
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
quantity q
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
-b
quantity q
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
quantity q
Costs can be identified

analyzing P&L statements
and balance sheets
15
PROFITS (1) SINGLE FIRM

profits
revenues R
costs C
= 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
= R C
0
quantity q
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
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) = R C = aq bq 2 cq F max!
(5)
= a 2bq c = 0
q
ac
(6) q* =
2b
q *
q *
q *
> 0,
< 0,
< 0.
a
c
b
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
q*
p*
pi*
45
55
1525
-500
20
40
60
80
100
120
-1000
-1500
19
AGENDA
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
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
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)
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.
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
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
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
(1)
(1)
1A/2C
1B/2C
(2)
1A/2C
(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
(1)
(1)
1A/2D
1B/2D
(2)
(2)
1A/2D
1B/2D
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
Player 2
1
strategy
D of
player 2
6
1
28

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
Player 2
1
strategy
D of
player 2
6
1
1
3
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
Player 1
strategy
C of
player 2
strategy A of
player 1
strategy B of
player 1
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?
Player 2
2
strategy
D of
player 2
6
2
30

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
The solution can be

found applying
maximin
3
1
Player 2
2
strategy
D of
player 2
Such a strategy is
called dominant
6
2
But: here, for player 2,

strategy D is always
(independent of what
player 1 does) better
than strategy C
2
3
31

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
Player 2
2
strategy
D of
player 2
3
8
32

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
But: what is strange

about this equilibrium
found by maximin?
Player 2
2
strategy
D of
player 2
3
8
3
3
33

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
Solution concept here

would be: trigger a
mixed strategy
Player 2
2
strategy
D of
player 2
3
8
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
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
35
AGENDA
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
A
Samsung
Continuum of
quantity
strategies
qS
What we have to do
now is identify the
optimum solutions to
the Apple and
Samsung strategies in
quantities
qA
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) 1 = R1 C2 = aq1 b(q1 + q2 )q1 cq1 F max!
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
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
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
ac
2b
quantity q1
39
OPTIMUM QUANTITY OF FIRM 2 GIVEN QUANTITY OF FIRM 1

quantity q2
2
(5' )
= a b(q1 + q2 ) bq2 c =
q2
a c 2bq2 bq1 = 0
ac
2b
Firm 2
(6' ) q2 * =
So: what is the correct

quantity?
a c q1
2b
2
The same is true for firm

2 for every quantity
chosen by firm 1, it
determines some
optimum quantity 2
q1
2
quantity q1
40
COURNOT-NASH EQUILIBRIUM FOR HOMOGENOUS FIRMS

Given both reaction
curves, there is an
intersection where
strategies match
quantity q2
ac
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
q2 *
q1 *
ac
2b
q1
2
Firm 2
quantity q1
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 b q2
p2 = a2 b2 q2 b q1 , b1 , b2 > b
(2) Ri = pi qi , i = 1;2
(3) Ci = ci qi + F
2
(4) 1 = R1 C2 = a1q1 b1q1 b q2 q1 c1q1 F max!

1
(5)
= a1 2b1q1 b q2 c1 = 0
q1
a1 c1 b q2
(6) q1* =
2b1
2b1
a2 c2 b q1
q2 * =
2b2
2b2
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 b q2
(6) q1* =
2b1
2b1
quantity q2
Firm 1
a2 c2 b q1
q2 * =
2b2
2b2
a2 c2
2b2
q2 *
q1 *
b 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!
b q1
2b2
Firm 2
2b1
quantity q1
43

If costs of firm 2
increase, firm 2 shrinks
and firm 1 grows
quantity q2
Firm 1
a 2 c2
2b2
q2 *
c2 c2 '
q2 *'
0
q1 *
q1*'
Firm 2
quantity q1
44

If willingness to pay for
products of firm 1
increase, firm 1 grows,
firm 2 shrinks
quantity q2
Firm 1
a1 a1 '
q2 *
3
q2 *'
Firm 2
q1 *
2
q1*' a1 c1
2b1
quantity q1
45

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
q2 *
b2 b2 '
b q1
2b2
b q1
2b2 '
Firm 2
quantity q1
q1*'
q1 *
3
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 thats
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
drastically lower marginal
costs
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)
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 b q2
p2 = a2 b2 q2 b q1 , b1 , b2 > b
( 2) Ri = pi qi , i = 1;2
(3) Ci = ci qi + F
2
( 4) 1 = R1 C2 = a1q1 b1q1 b q2 q1 c1q1 F max!

(5)
1
= a1 2b1q1 b q2 c1 = 0
q1
(6) q1* =
a1 c1 b q2
2b1
2b1
q2 * =
a2 c2 b q1
2b2
2b2
Firms have completely

separate local
markets, i.e., thats two
monopolies
(b(beta) = 0, i.e., no
Apple customer would
ever consider buying
Samsung)
Applying formulas (1)
to (6) gives equilibrium
values
49

(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)
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
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%

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

(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
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)
firm level results
(A)
statistics
Apple vs
Samsung
Case (C)
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

(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
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)
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
thats high fixed costs
High willingness to pay, however

smaller customer base
significantly higher marginal costs
Imitator and follower

In all industries, Samsung as a
cost leader
Lower willingness to pay, however

larger customer base
drastically lower marginal costs
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)
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
Q
average p
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)
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

(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)
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
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)
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)
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
Q
average p
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
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
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
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
58
BACK UP
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.
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)
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
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%
61

Apple and Samsung

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Apple and Samsung

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Competition between Apple and Samsung

in the smartphone market

SNORKELING VS. DOING THE DEEP DIVE

GLOBAL SMARTPHONE MARKET

APPLE VS. SAMSUNG PROFITS

APPLE VS. SAMSUNG: KEY ISSUES

Where do profits come from ? What is a profit function?

OBJECTIVES AND FOCUS FOR TODAY

gain some basic understanding why economics can prove quite

today, you will

(hopefully) become curious in learning more about

What is managerial economics?

Where do profits come from?

Deriving optimum competitive behavior using game theory

Application to the Apple vs. Samsung case

Key learnings & discussion

WHAT IS ECONOMICS, WHAT IS MANAGEMENT?

Economics is a social science that analyzes the

Management encompasses all business and

Microeconomics examines the behavior of

Management comprises planning, organizing,

Macroeconomics analyzes the entire economy

WHAT IS MANAGERIAL ECONOMICS?

Managerial economics is concerned with application of economic concepts and

production analysis microeconomic techniques are used to analyze optimum output

What is managerial economics?

Where do profits come from?

Deriving optimum competitive behavior using game theory

Application to the Apple vs. Samsung case

Key learnings & discussion

APPLE VS. SAMSUNG

Most often, this sum

PRICE DEMAND SCHEDULE

PRICE DEMAND SCHEDULE

the price demand

Costs are the sum of

marginal cost is the

fixed costs are business

Costs can be identified

PROFITS (1) SINGLE FIRM

STRATEGY, PROFITS, SHAREHOLDER VALUE

profits as revenues minus costs measure success of an organization and guarantee

PROFITS (2) SINGLE FIRM

Maximum profits are

FOC and SOC give

Solving for strategic

What is managerial economics?

Where do profits come from?

Deriving optimum competitive behavior using game theory

Application to the Apple vs. Samsung case

Key learnings & discussion

ANALYSIS OF MARKET STRUCTURE

most interesting: some

STRATEGY AND COMPETITION

For all market

quantity vs. price competition

simultaneous vs. sequential

QUANTITY VS. PRICE COMPETITION

All firms decide on

Strong evidence in all

All firms decide on

Some evidence in markets,

GAME THEORY BASIC IDEA

Areas and typical situations