Supply and Demand Conditions
There are two rubric elements to be included in this section and combined they should be
about 2 pages in length, perhaps longer if you present more than one graph/table. The first
element asks you to evaluate the trends in demand over time and explain their impact on the
industry and on the firm. To do this, you can consider market demand. Market demand is the
demand by all the consumers of a given good or service. Find out who your customers are and
provide detail on them. Use annual sales data to find out how much of the product is purchased.
Here is a video explaining each of the following determinants of market demand that you could
examine for your company’s market:
o Price of related goods
o Population and Demographics
o Expected Future Prices
The second rubric element to be included in this section is your analysis of information
and data related to the demand and supply for your firm’s product(s) to support your
recommendation for the firm’s actions. You have already presented the overall trends in
demand in the last element. In this rubric element, you will first collect data specific to your
company on demand. To do this, look at the following:
Sales and Revenue. Building on the idea of market demand, consider how the
annual sales data changed over time for your company in particular.
Include a graph/table/chart of sales for your company. This may be in dollars,
product quantity or number of customers – whichever is most relevant for your
firm. You could use more than one, if you think that would give a more detailed
picture of demand for your company’s product or service.
Include 5 or more years of data will be enough to show a trend that is supported by
your market demand discussion.
Data can be found from the company’s annual reports and revenue can more
specifically be found in the company’s income statement.
One you have analyzed the demand side, you can now look at the supply side of your
company. For this, you will want to watch this video on the determinants of supply, just as we
examined the determinants of demand in the last rubric element. Here, some of the pieces you
could explore and provide data on are:
Prices of substitutes
Number of firms in the market
Expected future prices
Price Elasticity of Demand
This section has three elements and should be 1-2 pages long. The first element asks that
you analyze information and data to justify how the price elasticity of demand for your
product is determined. Here, you will have to use pricing of your product, the trend in the price
over time and comparison to similar products to justify whether you find the price elasticity of
demand to be either elastic or inelastic. You may not be able to calculate a specific price
elasticity of demand (video), depending on your company and the available information.
However, looking at pricing data should help you justify whether demand is inelastic or elastic.
You will then take your justification one step further in the second rubric element and
explain the factors that affect consumer responsiveness to price changes. You can learn more
about these factors from this video on the determinants of price elasticity of demand. Explore
the following determinants as they relate your company’s product(s):
Availability of substitutes
Passage of time
Luxury or necessity
Definition of the market
Share of budget
The third and last element in this section ask you to assess how the price elasticity of demand
impacts the firm’s pricing decisions. As you read in Chapter 6 in our textbook, there is a
relationship between elasticity of demand and revenue. You can watch this video to review the
relationship between price elasticity of demand and total revenue and explain how this
relationship influences the company’s pricing decisions. For instance, if a company sells a
product that has very elastic demand, meaning customers are very responsive to a price change,
then increasing their price means that their total revenue will decrease. This could explain why,
in such a situation, the company may decide to not raise prices, even if their costs are going up.
This is just one example so be sure to make your analysis relevant to your company’s specific
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