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MARKETING GAMES AND SENSITIVITY ANALYSIS FOR ANY NUMBER OF COMPANIES

BAREKENG: Jurnal Ilmu Matematika dan Terapan · Vol. 20 No. 2 (2026) · pp. 0927–0940

DOI
10.30598/barekengvol20iss2pp0927-0940
ISSN
2615-3017, 1978-7227
Published
2026-01-26
Publisher
PATTIMURA UNIVERSITY
Language
eng
License
creativecommons.org/licenses/by-sa/4.0

Abstract

In the business world, advertising plays a crucial role in shaping market dynamics. This study analyzes advertising competition among companies by calculating the optimal profits for two to four competitors and postulating a general formula for a larger number of companies. Sensitivity analysis is employed to observe how changes in advertising parameters affect profits. The simulation results indicate that in the case of four companies, the optimal spending (Xopt) ranges from 137246 to 191288, while the optimal profit (Popt) ranges from 38693.1 to 92702. The sensitivity analysis shows that companies with higher advertising effectiveness achieve greater profits, whereas those with lower effectiveness tend to experience reductions in both allocation and profit. With the aid of Maple and Excel, this research extends previous advertising competition models by providing a comprehensive framework for optimizing advertising budgets in oligopolistic markets.

Collaboration network of the authors

17 authors · 50 co-authorship links

Hover or tap a name to highlight its co-authors. Double-click to open the author's page.

  • Universitas Halu Oleo
  • Universitas Sumatera Utara
  • Affiliation unknown
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
Show as table
Co-authorOrganisationJoint articles
Fachrur RoziAffiliation unknown4
Badai Charamsar NusantaraAffiliation unknown4
Irvan IrvanUniversitas Halu Oleo1
Anjar AgusAffiliation unknown1
Sarmin SuparniAffiliation unknown1
Harahap AminAffiliation unknown1
Muhammad Romi SyahputraUniversitas Sumatera Utara1
Rani Natalia PurbaAffiliation unknown1
Esther Sorta Mauli NababanAffiliation unknown1
Prana Ugiana GioAffiliation unknown1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://ojs3.unpatti.ac.id/index.php/barekeng/oai, first harvested 5 Nov 2026, last seen 5 Nov 2026.
Original metadata (oai_dc) 
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	<dc:title xml:lang="en-US">MARKETING GAMES AND SENSITIVITY ANALYSIS FOR ANY NUMBER OF COMPANIES</dc:title>
	<dc:creator>Amir, Almira</dc:creator>
	<dc:creator>Simanjuntak, Ruth Mayasari</dc:creator>
	<dc:creator>Suzana, Yenny</dc:creator>
	<dc:creator>Lubis, Riri Syafitri</dc:creator>
	<dc:creator>Syarah, Fatmah</dc:creator>
	<dc:creator>Fajriana, Fajriana</dc:creator>
	<dc:creator>Zahedi, Zahedi</dc:creator>
	<dc:description xml:lang="en-US">In the business world, advertising plays a crucial role in shaping market dynamics. This study analyzes advertising competition among companies by calculating the optimal profits for two to four competitors and postulating a general formula for a larger number of companies. Sensitivity analysis is employed to observe how changes in advertising parameters affect profits. The simulation results indicate that in the case of four companies, the optimal spending (Xopt) ranges from 137246 to 191288, while the optimal profit (Popt) ranges from 38693.1 to 92702. The sensitivity analysis shows that companies with higher advertising effectiveness achieve greater profits, whereas those with lower effectiveness tend to experience reductions in both allocation and profit. With the aid of Maple and Excel, this research extends previous advertising competition models by providing a comprehensive framework for optimizing advertising budgets in oligopolistic markets.</dc:description>
	<dc:publisher xml:lang="en-US">PATTIMURA UNIVERSITY</dc:publisher>
	<dc:date>2026-01-26</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://ojs3.unpatti.ac.id/index.php/barekeng/article/view/18575</dc:identifier>
	<dc:identifier>10.30598/barekengvol20iss2pp0927-0940</dc:identifier>
	<dc:source xml:lang="en-US">BAREKENG: Jurnal Ilmu Matematika dan Terapan; Vol 20 No 2 (2026): BAREKENG: Journal of Mathematics and Its Application; 0927-0940</dc:source>
	<dc:source>2615-3017</dc:source>
	<dc:source>1978-7227</dc:source>
	<dc:source>10.30598/barekengvol20iss2year2026</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://ojs3.unpatti.ac.id/index.php/barekeng/article/view/18575/12444</dc:relation>
	<dc:rights xml:lang="en-US">Copyright (c) 2026 Almira Amir, Ruth Mayasari Simanjuntak, Yenny Suzana, Riri Syafitri Lubis, Fatmah Syarah, Fajriana Fajriana, Zahedi Zahedi</dc:rights>
	<dc:rights xml:lang="en-US">http://creativecommons.org/licenses/by-sa/4.0</dc:rights>
</oai_dc:dc>