Discuss whether firms in the real world set prices at profit-maximising levels.
What is the point of profit maximisation?
What other goals do firms have? Profit-satisficing, output maximisation, revenue maximisation and growth-maximisation etc.
Conclude: Short-run, Long-run analysis
In theory, firms produce at profit-maximisation point where marginal cost (MC) equals marginal revenue (MR). However, in reality this approach is criticised as unrealistic as not only is it difficult to determine profit-maximisation levels, especially when a firm produces a large quantity of goods, firms have other objectives to achieve as well.
In reality, firms are subjected to imperfect information and hence do not have the sufficient or accurate information about their demand and supply curves to determine the exact profit-maximisation point. The changes in the tastes and preferences of consumers occur too quickly, frequently and often unpredictably for firms to react in time and estimate their profit-maximising levels. Therefore, firms often opt for easier methods of deciding their price and output, such as cost-plus pricing. It involves the firm marking up the price of the product or service from its average cost. The markup is usually arbitrary and varies according to market conditions. If the product is selling poorly, the markup could be reduced to boost sales and the converse is true as well.
Other than profit-maximisation, firms could also aim to profit-satisfice. Profit-satisficing is the situation in which decision makers in a firm set a target level of profits to be earned rather than the absolute maximum level. This is because the people running the firm may not necessarily be the people who actually own it. The owners could be shareholders who appoint a group of directors to represent them and in turn, this group of directors usually employ a professional manager to manage the firm, also known as the Chief Executive Officer (CEO). There is thus a divorce between ownership and management of the firm. While the shareholders are generally interested to maximise profits, they usually lack the information required to determine profit-maximisation point. It is also possible that managers have other objectives such as maximising revenue, output or growth because power, prestige and earnings are commonly associated with such indicators. Therefore, managers will aim to attain these goals while maintaining a satisfactory level of profits to keep the shareholders happy.
Next, firms may also want to maximise output and revenue to maximise market share in the long run. Maximising output and revenue allows firms to increase market share even though it is at expense of short run profits. Once firms acquire a larger market share, demand for their products and services are more price inelastic, which allows them to then increase pricing power and hence maximise profits in the long.
Firms may also aim to maximise growth. In the short run, their profits may suffer due to extensive advertising, product development through R&D and investments. However, such investments should pay off in the long run due to the expansion of the firm’s productive capacity and demand.
Conclusion:
Given the constraints of the real world, profits devise other strategies other than simply maximising profits. Nevertheless, through these strategies, firms ultimately still aim to maximise profits earned in the long run. Over time, firms do aim to increase market power and reduce production costs so as to increase their pricing ability, all in the pursuit of maximising/earning higher profits.











