Pricing decision problem for substitutable products based on uncertainty theory

Increasing studies in marketing and distribution channels have shown that the power of manufacturers and retailers is reversing. In this paper, we consider a pricing decision problem in which two different manufacturers compete to distribute differentiated but substitutable products through a common retailer under different power structures. The manufacturing costs, sales costs and demands are characterized by uncertain variables. Meanwhile, uncertainty theory and game-theory-based modeling approaches are employed to formulate the pricing decision problem with three different power structures under uncertain environment. How to make the optimal pricing decisions on wholesale prices and retailer markups under three possible scenarios is derived. Numerical experiments are also given to examine the effects of power structures on the equilibrium prices and profits in uncertain environment. It is found that if the sales cost is high, consumers can enjoy lower prices when facing a powerful retailer and the super retailer can also make the supply chain more efficient.