Non linear 5 - 2Teiltarif Optimierung

Summary

In this video, the focus is on determining the optimal price for a two-part pricing model using Excel. Through the example of a golf club, the video demonstrates how to calculate consumer surplus, determine the number of games played, and calculate revenue. The process includes handling negative consumer surpluses with an adjusted formula, calculating costs, and ultimately optimizing profits using the Solver tool. Viewers will learn how to use the evolutionary Solver to find the most profitable pricing strategy and maximize their earnings, with practical applications for two-part tariff pricing.

Takeaways

• 😀 The video explains how to determine the optimal price for a two-part tariff using Excel.
• 😀 The example used throughout the tutorial is based on a golf club and its pricing strategy.
• 😀 The concept of consumer surplus is central to determining the pricing structure, where it's calculated using cumulative willingness to pay.
• 😀 The MAX function in Excel is used to identify the maximum consumer surplus for each segment.
• 😀 The MATCH function is applied to determine how many games each consumer segment plays based on their maximum consumer surplus.
• 😀 Negative consumer surplus values are handled by adjusting the formula using an IF function to return a 0 if the consumer surplus is negative.
• 😀 The revenue from each segment is calculated based on the number of games they play, including both a fixed price and a variable per-game price.
• 😀 A separate formula is applied to calculate costs based on the per-game cost and total number of games played by each segment.
• 😀 The profit is derived by subtracting the total costs from the revenue for each segment.
• 😀 The Solver tool in Excel is used to optimize the pricing for maximum profit, with constraints like pricing not exceeding 100 and the prices being integers.
• 😀 The evolutionary solver is suggested as the best method for this type of problem, as it handles complex formulas and finds an approximate optimal solution.

Q & A

What is the main focus of the video?

The main focus of the video is on determining the optimal price for a two-part tariff, using a Golf Club example. It covers the process of calculating consumer surplus, number of games per segment, revenue generation, cost calculations, and optimizing prices using Excel and the Solver tool.

How is consumer surplus used in determining the optimal price?

Consumer surplus is used as the basis for calculating how many games each segment plays and how much revenue can be generated from each segment. The maximal consumer surplus helps determine the pricing structure for the two-part tariff.

What is the role of the MAX function in Excel in this analysis?

The MAX function is used to determine the maximum consumer surplus value, which is important for calculating how many games each segment will play and how much revenue can be generated from them.

What issue arises when the consumer surplus is negative?

When consumer surplus is negative, it suggests that the segment would not make any purchases, meaning they would not play any games. This issue is addressed by adjusting the formula using an IF function to return zero if the consumer surplus is negative.

How does the formula handle negative consumer surpluses?

The formula is adjusted using an IF function. If the maximum consumer surplus is less than zero, the formula returns zero, indicating that no games will be played for that segment. Otherwise, it proceeds with the regular calculation of the number of games.

How are the revenue and costs calculated in the two-part tariff model?

Revenue is calculated by adding the fixed price to the variable price per game, then multiplying by the number of games played by each segment. Costs are calculated by multiplying the number of games by the cost per game. Profit is determined by subtracting total costs from total revenue.

What is the purpose of the Solver tool in this context?

The Solver tool is used to maximize the profit by adjusting the two prices (fixed and variable) in the model. The Solver helps find the optimal price combination that results in the highest possible profit.

What are the constraints set in the Solver tool?

The constraints in the Solver tool include ensuring that both the fixed and variable prices are less than or equal to 100, and that the prices are integers. These constraints help maintain realistic pricing values.

How does the evolutionary Solver method differ from other methods?

The evolutionary Solver method is used because the model involves multiple MAX and MATCH formulas, making it a complex problem. Unlike other methods, the evolutionary solver provides an approximation of the optimal solution rather than a single precise answer.

Why is it important to adjust the pricing model based on the consumer surplus?

Adjusting the pricing model based on consumer surplus ensures that the prices are aligned with the willingness to pay of different customer segments. This helps in optimizing revenue and profit, ensuring that customers with a positive surplus are targeted effectively.