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Suppose that Great Britain is a major export market for your firm, a U.S.-based MNC. If the British pound depreciates against the U.S. dollar:(i) Your firm will be able to charge more in dollar terms while keeping pound prices stable.(ii) Your firm may be priced out of the U.K. market, to the extent that your dollar costs stay constant and your pound prices will rise.(iii) To protect U.K. market share, your firm may have to cut the dollar price of your goods to keep the pound price the same.

Question

Suppose that Great Britain is a major export market for your firm, a U.S.-based MNC. If the British pound depreciates against the U.S. dollar:(i) Your firm will be able to charge more in dollar terms while keeping pound prices stable.(ii) Your firm may be priced out of the U.K. market, to the extent that your dollar costs stay constant and your pound prices will rise.(iii) To protect U.K. market share, your firm may have to cut the dollar price of your goods to keep the pound price the same.

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Solution

(i) If the British pound depreciates against the U.S. dollar, your firm will indeed be able to charge more in dollar terms while keeping pound prices stable. This is because the value of the pound has decreased in relation to the dollar, meaning it takes more pounds to equal the same dollar amount. Therefore, you can charge the same amount in pounds, but receive more dollars in return when the currency is exchanged.

(ii) However, this depreciation could potentially price your firm out of the U.K. market. If your dollar costs stay constant and you continue to charge the same amount in pounds, the price in pounds will effectively rise due to the depreciation. This could make your goods more expensive for U.K. consumers, potentially leading to a decrease in sales.

(iii) To protect your U.K. market share, your firm may indeed have to cut the dollar price of your goods to keep the pound price the same. This would mean accepting less profit in dollar terms, but it could help maintain your sales volume in the U.K. market. This strategy would depend on a variety of factors, including the elasticity of demand for your goods and the competitive landscape in the U.K. market.

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