If all firms in an industry are price-takers: each firm can sell at the price it wants to charge,provided it is not too different from the prices other firms are charging. each firm takes the market price as given for its output level,recognizing that the price will change if it alters its output significantly. an individual firm cannot alter the market price even if it doubles its output. the market sets the price,and each firm can take it or leave it by setting a different price. See Answer an individual firm cannot alter the market price even if it doubles its output.