Revenue Maximization

Revenue Maximization is the maximization of sales of a business using measures such as advertisement, sales promotion, demos, test samples, campaign, references, etc., to increase revenue and capture higher market share in an industry. Technically, Revenue is maximized at a point where MR (Marginal Revenue) equals 0.

• Each business start-up has a vision of maximizing the wealth of shareholders. To achieve this objective, the major role is handled by Revenue. Increasing revenue leads to profit maximization and ultimately increases the wealth of shareholders. It is very difficult for any organization to increase its revenue in the modern era. It’s a customer-driven market. If a customer is cent percent satisfied, the product/service will get attention and boost revenue.
• Haphazardly company cannot increase its revenue without thinking about its shutdown/losses. It must stop when Marginal revenue from selling a single unit reaches 0. Even after the company increases its revenue, it will incur losses if the quantity sold is more than revenue maximization. It has increased revenue and maximized the revenue, keeping in mind its sustainability.

Let us consider an example of a business selling Pens. It is newly launched and wants to maximize its revenue. Here is the table stating its Selling price, Quantity Sold.

Calculate the total revenue and marginal revenue.

Solution:

• Selling Price = Price at which a pen is sold (It Decreases as an increase in Qty sold)
• Qty Sold = Qty sold in the market

Now, calculate the total revenue as shown below:

• = (180-100)/(2-1)
• = 80

Similarly, calculate the other marginal revenue.

Revenue is maximized at a point where Marginal Revenue = 0

Below is the graph of Revenue maximization. The point at which Marginal Revenue is 0 is when revenue is maximized. In our case, it is when six qty is sold. Total revenue is also high at this point. After this point, even after increasing Qty Sold, Revenue will not be maximized. Marginal revenue will fall.

It must clarify that Revenue has not just to be increased but to be Maximized to wealth maximization. Without determining a point at which revenue is maximized, if blindly targets are set to maximize Sales, things won’t go well. Benefits are listed below-

#1 - Increase in Market Share

When it’s a start-up, it is necessary to build up a strong and large customer base to have a place in the market. i.e., creation/expansion of Market share. As we saw in the above example, the price will fall as the qty sold increases. It will let a product sell at the lowest possible price and gain more customers, eventually increasing market share.

#2  - Creation of Brand Name

A good brand name can be created if products/services are sold at comparatively lower and efficient quality. It will bring loyalty to customers. Customers will retain for a longer period or till forever in some cases.

#3 - Benefit of Economies of Scale

Benefits of high qty sold can be availed which helps in increasing profitability. When a company can sell more qty at a lower price, it has the advantage of producing high qty. For example, it can fully utilize the amount paid for Fixed Costs. The fixed cost per unit decreases as the qty sold/produced increases. Rent, Admin Expense, etc., can be fully utilized.