Research Paper on:
Ineos Cholr Case Study

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that they will have total freedom on prices, as there is no competitor or substitute (Nellis and Parker, 2000). However, the theoretical position of a monopoly does not take place  in isolation from other business concerns. The customers do not operate in a monopoly; if Ineos Cholr push the prices up too high their customers will go out of business  and reduce the market to which Ineos Cholr can sell the products. However, the plant needs investment in order to become profitable so prices need to be balanced to maximise  the potential income without putting the cusotmers out of business. The aim is to increase the level of profit that can be made, not increase the level of sales 2. The  price elasticity of demand and why it is important Price elasticity of demand is based on the change that will be seen in the demand for a product when the  price changes. In most cases a decrease in price will result in a increase in demand. This calculation allows us to quantify the change. The calculation is relatively simple, the  figures required can usually be gained from the historical sales figures of a company. The calculation is in the form of a division, on the top of the  division is the percentage change in the quantity demanded, (the percentage change in the number bought if historical figures), divided by the percentage change in the price of the product.  Knowing this is important as it means the company can assess how much they will be able to increase prices to get to a point of profit maximisation with the  price charged to reach the optimal point, even if it means lower sales. 3. The benefits and limitations of full-cost plus pricing Full cost pricing is a strategy that prices