Price Wars in Australia's grocery Retailing Sector essays & term papers     

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Price Wars in Australia's grocery Retailing Sector Free Essay, Term Paper and Book Report

Australia's grocery retailing sector, dominated by Coles and Woolworths, has recently attracted widespread criticism concerning a 'milk price war' sparked by Coles (ERC 2011:5). The low-pricing of generic milk is likely to be beneficial to both Coles and Woolworths, by fulfilling the dual objectives of the loss leader and predatory pricing strategies (Lasker 2011; Britton et al 2001:291). Coles and Woolworths have approximately an 80% share of the grocery market (ERC 2011:18). This tightly oligopolistic market leads these supermarkets' business strategies to be greatly interdependent. The Bertrand oligopoly model illustrates this by suggesting that if one firm is to undercut the price of its competitor, then this process will continue until price equals marginal cost and the firms are earning zero profit. (Britton et al 2001:214). As predicted by the Bertrand model, the firm that offers a homogenous product, such as generic milk, at the lowest price will effectively capture the entire consumer market (Baye 2009:336). As such, a price war was instigated once Coles reduced its gene......

Word Count: 1090
Page Count: 4.3  (250 words a page / double spaced)

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