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Is the Watch Industry dominated by an Oligopoly*, which is beneficial

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Is the Watch Industry dominated by an Oligopoly*, which is beneficial to both firms and consumers?

*= See glossary for meanings.

Hypothesis
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I believe that the watch industry is dominated by an oligopoly, which is beneficial to both firms and consumers. The watch firms are both price makers*, which is good for the watch firms, and price takers*, which is good for consumers.

Aim

In this investigation I shall be examining the watch industry. I will use a Mintel report of the watch industry produced in 1995 and information worksheets to test my hypothesis.

Findings and Application of Theories

Five companies, or the 'C5 ratio', dominate the watch industry. They have 40% of the market share* (see fig.1.). …show more content…

Seiko) they will often think of reliability, accuracy and quality. New firms don't have established names and so people may not buy the product.

With this situation, the new firms will have a problem in trying to find places where they can sell their watches. Forty-four percent of all watches are sold in specialist jewellers (P22 Mintel), and much of the remainder is sold in retail stores or catalogues. A new firm will find it difficult to penetrate the stores and catalogues as they can easily sell other, more established, saleable watch brands. This may also be a result of control of retail*.

Another barrier to entry is innovation. There are already so many different styles and variations of watches (as opposed to only one, as it would be if it were in perfect competition) that it may be difficult for a new firm to be able to think of a good idea for a new style or function of watches that would sell. Also, a relatively large amount of capital would be needed to start up a watch firm for initial advertising/promotion, manufacturing and production costs. All of the established firms have a competitive advantage in at least one area, most likely innovation or reputation.

The watch industry is more inelastic* (see fig.2.) than not, because in oligopolies competition tends to be based on non-competitive pricing*, 'brand proliferation' and promoting the product and differentiating it rather than

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