The output of the plant is 300,000 units per day at a cost of $30 per unit. The total revenue per day is 300,000 * $30 = $9,000,000. According to Parkin (2005), "A firm shuts down if the price falls below the minimum of average variable cost. The shutdown point is the output and price at which the firm just covers its total variable cost" (p.244).
As we can see, the total revenue exceeds the variable costs and it would be recommended to continue to produce. If sales continue to stagnate and drop, there will come a point at which shutdown will be advisable. When sales have reduced to the 250,000 unit level, it will be necessary to begin layoffs. The revenue at that point would be 250,000 * $30 = $7,500,000 and equal to the variable cost. To avoid shutdown, labor costs would need to be reduced.
The relationship between a change in price and the change in demand is known as elasticity. If a change in price results in no change in demand, this is known as perfectly inelastic demand (Parkin 2005 p. 84). This would be seen in the market for necessities such as electricity or heating fuel. If the ratio of price change is equal to the change in demand, this is known as unit elastic demand (Parkin 2005 p.84). With some items, such as food, an increase in price only results in a small change in demand. Consumers will cut back, but not eliminate, the product. This is known as inelastic demand (Parkin 2005 p.84). ...Show more