A simple model in economics is that of demand and supply. Through the price mechanism, signals are sent between consumers and producers and this interaction results in an equilibrium market price and quantity. However, what happens when the market for a good or service is in disequilibrium?
When a market is in equilibrium, demand equals supply. However, as we discussed in a previous blog concerning baby milk in China (see Milking the economy), markets are not always in equilibrium. If demand exceeds supply, a shortage will emerge and to eliminate this, the price must rise. If, on the other hand, supply exceeds demand, there will be an excess supply and thus the price must fall to restore equilibrium.
The market in question here is toilet paper in Venezuela! A severe shortage of this product has emerged in recent months, with shops running out of supplies. In a bid to relieve this shortage, the country’s Minister of Commerce has received approval for a $79 million credit, which can be used to import this basic product in short supply. Fifty million rolls will be imported to help fill the shortage that has emerged. The shortage is not just a problem for toilet paper, but also across a range of basic consumer goods. The article from Reuters comments that:
The government says the toilet paper shortages, like others, are the results of panicked buying and unscrupulous merchants hoarding the goods to artificially inflate prices.
Opposition critics say the problem is caused by the currency controls, created a decade ago by late socialist leader Hugo Chavez, and years of nationalizations that weakened private industry and left businesses unwilling to invest.
With shortages across a variety of products, the President has begun to work closely with business leaders to address this situation. The following articles consider this basic market, the intervention and consequences.
Venezuela hopes to wipe out toilet paper shortage by importing 50m rolls The Guardian (16/5/13)
Venezuela ends toilet paper shortage BBC News (22/5/13)
With even toilet paper scarce, Venezuelan president warms to business Reuters, Eyanir Chinea (22/5/13)
Toilet paper shortage in Venezuela to end after lawmakers back plans to import 39 million rolls Huffington Post, Sara Nelson (22/5/13)
Venezuela’s toilet paper shortage ended; 3 other basic goods that went scarce in the country International Business Times, Patricia Rey Mallen (22/5/13)
Questions
- Using a demand and supply diagram, explain how equilibrium is determined in a free market.
- Illustrate the shortage described in the aticles on your above demand and supply diagram. How should the price mechanism adjust?
- What types of government intervention have led to the shortages of such basic consumer goods?
- How have currency controls created a problem for Venezuela?
- With an increase in imported products, what impact might there be on Venezuela’s exchange rate and on its balance of payments?
Imagine that the team you support has made the final of a major competition or a your favourite band is playing a live concert this summer. You desperately want a ticket and are willing to pay the advertised price. They go on sale at 9.00am in the morning and you go on-line at 8.59am but unfortunately the webpage will not load. You keep pressing the refresh button but with no success. Eventually, annoyed and frustrated, you give up at 10.00am!
Tickets for sporting, musical or other live shows are initially sold by people who organise the events in two ways. They may choose to sell some or all of the tickets directly to the customer. For example you can buy tickets for a West End show from the box office in the theatre. With some football games it is still possible to buy tickets on the day at the stadium. Another approach is to sell some or all of the tickets via an authorised ticket agent. These businesses are usually members of STAR (The Society of Ticket Agents and Retailers) and the organisers of the sporting, musical or live show provide them with tickets to sell on their behalf. Some of the larger and well known agents such as Ticketmaster, Ticketline and Seetickets usually sell the tickets at face value although some booking fees are often added to the price. This initial sale of tickets by either the event organiser themselves or an agent acting on their behalf is referred to as the primary market.
For example, British Athletics sold all of its 130,000 tickets for its two day Anniversary Games on the 26th and 27th July via its authorised ticket agent in 75 minutes!! However an internet search for this event will quickly reveal that tickets are still available!! Unfortunately in most cases the advertised price will be far greater than the face value of the ticket. How is this possible? The answer is that the internet has helped a thriving secondary market for tickets to develop. The secondary market refers to situations where people who have already purchased tickets through the primary market re-sell them to other members of the public. Prior to the internet the main way of buying a ticket in the secondary market was to visit the venue on the day of the event and hunt for some-one willing to sell. However technology has dramatically reduced these transaction costs and made it much easier for potential buyers and sellers to make an exchange. For example companies such as Viagogo, Seatwave, GetMeIn and Stubhub have created websites that allow members of the public to buy and sell tickets. As Viagogo publish on their webpage:
You are buying tickets from a third party, Viagogo is not the ticket seller. Ticket prices are set by the seller and may be above or below face value.
Why does this secondary market exist? An economist would argue that it can only happen if the quantity of tickets demanded is greater than the quantity of tickets for sale at the price set by the event organiser. If this was not the case then customers would be able to buy tickets through the primary market on the day of the match, concert or show. The puzzle is to explain why prices do not rise in the primary market. If the quantity demanded of any product is greater than the quantity supplied then market forces should put upward pressure on prices. However it would appear that many of the event organisers appear to resist this incentive and consistently set prices below the level that would limit demand to the number of tickets available. This leaves an opportunity for sellers in the secondary market to sell tickets much closer to their market clearing rate. Navin Kekane, the business operations director of Stubhub, stated that
What we do is all about supply and demand, and you can sometimes find tickets at below face value.
Some of these companies in the secondary market have recently established formal partnerships with a number of English Premier League (EPL) football clubs and other major sporting bodies. For example Viagogo have signed deals with 10 EPL clubs while Stubhub have deals with 3 EPL clubs as well as Leicester Tigers and the Lawn Tennis Association.
However some observers have expressed grave reservations about the growth of the secondary market. For example Malcolm Clarke, chairman of the Football Supporters Federation, stated that
At the moment if you are fan trying to sell a spare ticket and are not authorised to do so then you face a criminal conviction, even if you sell at the face value.
But secondary ticketing exchanges, because they are authorised, are allowed to do so. Many clubs grant these agencies the right to allow the re-sale of tickets for their matches at above face value. I don’t think that can be right.
Joe Cohen, the founder of Seatwave counters that
Touts is an emotional, dehumanising word. The reality is that they are just speculators. No one likes speculators until you need something from them.
Some have called for more regulation of the secondary market. For example Sharon Hodgson, Labour MP for Washington and Sunderland West, unsuccessfully tried to get a Private Members Bill through Parliament which would have made it illegal to re-sell tickets for more than 10% above their face value.
Articles
Secondary ticketing: Inflating sport prices or useful service? BBC News Bill Wilson (13/5/13)
Sold out: Are Rihanna, Rolling Stones and Justin Bieber fans being ripped off by so-called secondary ticket websites? The Daily Mail Adam Luck (19/1/2013)
Olympic anniversary athletics event sells out in 75 minutes The Guardian Owen Gibson (19/2/2013)
Is this a new golden age for ticket touts? The Observer Laura Barnett (14/4/2013)
5 live Investigates: ‘legalised ticket touting’ by Premier League clubs BBC Sport Andrew Fletcher (2/12/2012)
StubHub UK expands into Premier League Ticket News, Jean Henegan (4/9/12)
Football fans lose out on £64m of tickets due to absent season ticket holders Daily Telegraph, (16/8/12)
Questions
- Give some potential advantages for a football club or sporting body of using an authorised ticket agent to sell tickets in the primary market.
- Using a demand and supply diagram explain what happens in a market if the price is continually set below its market clearing rate. Illustrate and explain how mutually beneficial trade can take place in the secondary market at prices above those in the primary market.
- Can you explain why it is less likely for a secondary market to exist for cinema tickets than a popular West End show?
- Can you think of any reasons why it might be in the interests of a profit maximising organiser of a sporting or music event to sell tickets below the market clearing rate.
- What non-price methods could be used to allocate tickets for popular events? Consider some of the advantages/disadvantages of using these non-price methods.
- Do you think it is in the interests of society to allow people to re-sell tickets at a price above their face value?
The market for any good or service is affected by countless factors. On the demand-side, things such as incomes, relative prices, expectations of price changes and tastes determine the shape and position of the demand curve. For the supply curve, it’s factors including costs of production, the profitability of alternative goods and in some cases, the weather or natural disasters. It is this last factor, which has presented Weetabix with problems.
An established breakfast cereal and brand, Weetabix is well-known for producing a range of high quality products. However, production of some of its most popular products has been stopped, as the quality of the British wheat used to make the various cereals was called into question. Last year, we had little summer to speak of and this led to the ‘worst harvest we have seen in decades’, so much so that the quality of the wheat was not sufficient to be used in making the breakfast cereal. This has caused production to cease on certain products and shortages have already begun to emerge, with some shops completely selling out and facing no prospect of being re-stocked.
Weetabix is now owned by a Chinese state-owned company, but still prides itself on using locally sourced wheat. However, with the weather affecting the harvest, wheat from abroad has had to be used, aiming to reduce the gap between demand and supply. The UK is typically an exporter of wheat, but with the poor harvest has come a drop in the amount of wheat produced and thus exported by some 2m tonnes – this is back to a similar level as was seen in the 1980s. A spokesman for Weetabix said:
Normally they’re proud to claim Weetabix is not just British wheat but from within 50 miles of Burton Latimer … They have had to source a bit from outside the UK, but Weetabix is still proud to say it sources its wheat within the UK … weather permitting.
Supply will be increased once wheat from abroad is used, but it is expected that this will take a couple of weeks. In the meantime, if you’re a consumer of the traditional Weetabix, you don’t need to worry, as it’s the less-known cereals that have been affected. The following articles consider this external factor and how it affects the supply of a product.
Weetabix products hit by poor wheat harvest BBC News (22/4/13)
Weetabix supplies hit by dismal harvest The Guardian, Rupert Neate (22/4/13)
Weetabix move to scale back production and re-engineer process is a commendable one The Grocer (20/4/13)
Britain’s disastrous wheat harvest halts production of Weatbix Minis and Oatibix Mail Online, Leon Watson (22/4/13)
Bad weather threatens wheat harvest Channel 4 News, Tom Clarke (3/4/13)
Weetabix halts production of Minis after poor harvest Farmers Weekly, Philip Case (22/4/13)
Questions
- With a poor harvest, which way would you expect the supply curve to shift? Illustrate this on a diagram.
- How should this shift in supply affect the market price and quantity of wheat, assuming all else remains the same?
- How can this example can be used to explain the interdependence between markets?
- With shortages possibly emerging, what might happen to demand today? Illustrate your answer on a demand and supply diagram.
- Does sourcing wheat from local areas give Weetabix a competitive advantage? If so, how might it be affected if it does choose to import wheat?
When you hear about China, it’s often regarding their huge population, their strong growth or their dominance in exports. But, when it comes to baby milk, China is certainly an importer – and a big one at that. For many new parents, getting the ‘real thing’ when it comes to baby formula is absolutely essential.
Chinese baby formula is feared by many new parents, due to the potential for it to contain hormones and dangerous chemicals. This has led them to go to great lengths to ensure they have sufficient supplies of imported baby formula, often only trusting it if it has been hand carried from overseas. However, such is the demand for this safe version of baby milk that the global response has been to place restrictions on it. Essentially, we are seeing a system of rationing emerging.
Hong Kong was the first government to limit the amount bought to two cans of formula per day, with the potential for a fine of over $64,000 and up to two years in prison for those who do not abide by the rules. The UK has now also responded with restrictions on the quantity that can be purchased and other countries may follow suit if the excess demand continues.
According to Sainsburys:
As a short-term measure, retailers including Sainsbury’s are limiting the amount of baby milk powder that people can buy. In this way we aim to ensure a constant supply for our customers and we therefore hope they won’t be inconvenienced.
The Chinese government has reacted to this and is aiming to restore confidence in the food industry, but as yet there has been little positive effect and until there are 100% guarantees of food safety the surge in demand for baby formula from abroad is likely to continue.
This policy of rationing is clearly not only going to affect Chinese parents looking to import baby formula, but is already having an impact on domestic residents. Parents living in the UK are feeling the rationing effects and are also being restricted in terms of how many cans of formula they can buy per day. For many families this isn’t a problem, but for those with multiple children and for whom a trip to the supermarket is not a simple task, the restrictions on baby milk purchases is likely to become a problem. The following articles consider this topic.
Baby milk rationing: Chinese fears spark global restrictions BBC News, Celia Hatton (10/4/13)
Stop rationing information about baby formula milk The Telegraph, Rosie Murray-West (9/4/13)
Baby milk rationed in UK over China export fear BBC News (8/4/13)
Baby Formula rationed in UK over China demand Sky News (9/4/13)
Supermarkets limit sales of baby milk to stop bulk buying to feed China market Independent, Emma Bamford (8/4/13)
Cahinese thirst for formula spurs rationing Financial Times, Amie Tsang and Louise Lucas (7/4/13)
Entrepreneurs milk Chinese thirst for formula Financial Times, Amie Tsang and Louise Lucas (7/4/13)
Baby milk powder rationing introduced by supermarkets The Guardian, Rebecca Smithers (8/4/13)
Questions
- Using a diagram of demand and supply, illustrate how a shortage for a product can emerge. How does the price mechanism usually work to eliminate a shortage?
- What actions can be taken to deal with a shortage?
- How will more stringent regulations by the Chinese government help to restore confidence in Chinese baby milk formula?
- What impact will the imports of baby milk formula into China have on China’s exchange rate and its balance of payments?
- How could this situation be taken advantage of by entrepreneurs? Could it be used as a viable business opportunity?
The UK economy faces a growing problem of energy supplies as energy demand continues to rise and as old power stations come to the end of their lives. In fact some 10% of the UK’s electricity generation capacity will be shut down this month.
Energy prices have risen substantially over the past few years and are set to rise further. Partly this is the result of rising global gas prices.
In 2012, the response to soaring gas prices was to cut gas’s share of generation from 39.9% per cent to 27.5%. Coal’s share of generation increased from 29.5% to 39.3%, its highest share since 1996 (see The Department of Energy and Climate Change’s Energy trends section 5: electricity). But with old coal-fired power stations closing down and with the need to produce a greater proportion of energy from renewables, this trend cannot continue.
But new renewable sources, such as wind and solar, take a time to construct. New nuclear takes much longer (see the News Item, Going nuclear). And electricity from these low-carbon sources, after taking construction costs into account, is much more expensive to produce than electricity from coal-fired power stations.
So how will the change in balance between demand and supply affect prices and the security of supply in the coming years. Will we all have to get used to paying much more for electricity? Do we increasingly run the risk of the lights going out? The following video explores these issues.
Webcast
UK may face power shortages as 10% of energy supply is shut down BBC News, Joe Lynam (4/4/13)
Data
Electricity Statistics Department of Energy & Climate Change
Quarterly energy prices Department of Energy & Climate Change
Questions
- What factors have led to a rise in electricity prices over the past few years? Distinguish between demand-side and supply-side factors and illustrate your arguments with a diagram.
- Are there likely to be power cuts in the coming years as a result of demand exceeding supply?
- What determines the price elasticity of demand for electricity?
- What measures can governments adopt to influence the demand for electricity? Will these affect the position and/or slope of the demand curve?
- Why have electricity prices fallen in the USA? Could the UK experience falling electricity prices for similar reasons in a few years’ time?
- In what ways could the government take into account the externalities from power generation and consumption in its policies towards the energy sector?
