Category: Economics for Business: Ch 27

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

  1. 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?
  2. What actions can be taken to deal with a shortage?
  3. How will more stringent regulations by the Chinese government help to restore confidence in Chinese baby milk formula?
  4. What impact will the imports of baby milk formula into China have on China’s exchange rate and its balance of payments?
  5. How could this situation be taken advantage of by entrepreneurs? Could it be used as a viable business opportunity?

In the blog No accounting for trade, the rise in the UK’s balance of trade deficit was discussed. Many factors have contributed to this weakening position and no one market is to blame. But, by analysing one product and thinking about the factors that have caused its export volumes to decline, we can begin to create a picture not just of the UK economy (or more particularly Scotland!), but of the wider global economy.

Scotch whisky may not have been the drink of choice for many British adults, but look outside Great Britain and the volume consumed is quite staggering. For example, French consumers drink more Scotch whisky in one month than they drink cognac in one year. The volume of Scotch whisky exported from our shores was £4.23 billion for 2011, accounting for 90% of all sales and making its way into 200 markets. However, one problem with this product is that it is highly susceptible to the business cycle. Add to this the time required to produce the perfect Scotch (in particular the fact that it must be left to mature) and we have a market where forecasting is a nightmare.

Producers typically look to forecast demand some 10 years ahead and so getting it right is not always easy, especially when the global economy declines following a financial crisis! So what has been the impact on exports of this luxurious drink? In the past few years, it has been as key growth market for UK exports rising by 190% in value over the past decade. But in 2012 the volume of Scotch whisky exports fell by 5% to 1.19 billion bottles. What explains the decline in sales?

The biggest importer of Scotch whisky is France and its volumes were down by 25%. Part of this decline is undoubtedly the economic situation. When incomes decline, demand for normal goods also falls. Many would suggest Scotch whisky is a luxury and thus we would expect to see a relatively large decline following any given fall in income. However, another factor adding to this decline in 2012 is the increased whisky tax imposed by the French government. Rising by 15% in 2012, commentators suggest that this caused imports of Scotch whisky to rise in 2011 to avoid this tax, thus imports in 2012 took a dive. Spain is another key export market and its economic troubles are clearly a crucial factor in explaining their 20% drop in volume of Scotch whisky imported.

But, it’s not all bad news: sales to Western Europe may be down, but Eastern Europe and other growth countries/continents, such as the BRICs and Africa have developed a taste for this iconic product. Latvia and Estonia’s value of Scotch whisky imports were up by 48% and 28% respectively, as Russian demand rises and China, still growing, is another key market. Gavin Hewitt, chief executive of the Scotch Whisky Association said:

A combination of successful trade negotations, excellent marketing by producers, growing demand from mature markets, particularly the USA, and the growing middle class in emerging economies helped exports hit a record £4.3bn last year.

Furthermore, while the volume of exports worldwide did fall, the value of these exports rose to £4.27 billion, a growth of 1%. This suggests that although we are exporting fewer bottles, the bottles that we are exporting are more expensive ones. Clearly some people have not felt the impact of the recession. For Scotland and the wider UK, these declining figures are concerning, but given the cyclical nature of the demand, as the world economy slowly begins to recover, sales are likely to follow suit. Gavin Hewitt continued his comments above, saying:

We are contributing massively to the Government’s wish for an export-led recovery. There is confidence in the future of the industry, illustrated by the £2bn capital investment that Scotch whisky producers have committed over the next three to four years.

The following articles consider the rise and fall of this drink and its role as a key export market across the world.

Scottish whisky industry puts export hope in new market BBC News (2/4/13)
Scotch whisky sales on the slide The Guardian, Simon Neville (2/4/13)
Growth stalls for Scotch whisky exports BBC News (2/4/13)
Scotch whisky accounts for 25pc of UK’s food and drink exports The Telegraph, Auslan Cramb (2/4/13)
Whisky sales fall but value of exports hits new high Herald Scotland (3/4/13)
Scotch whisky exports rise to record value The Telegraph, Auslan Cramb (2/4/13)
Scotch whisky exports hit by falling demand in France The Grocer, Vince Bamford (2/4/13)
New markets save Scotch from impact of austerity Independent, Tom Bawden (2/4/13)
Scotch exports hit by falling demand Financial Times, Hannah Kichler (2/4/13)

Questions

  1. Which is the better measure of an industry’s performance: the value or the volume of goods sold?
  2. Why would you expect volumes of Scotch sold to decline during an economic downturn?
  3. When a higher tax was imposed on Scotch whisky in France, why did volumes fall? Use a demand and supply diagram to illustrate the impact of the tax.
  4. What type of figure would you expect Scotch whisky to have for income elasticity of demand? Does it vary for different people?
  5. Why is forecasting demand for Scotch so difficult? What techniques might be used?
  6. Why does demand for Scotch whisky remain high and even rising in many emerging markets?
  7. Is the market for Scotch whisky exports a good indication of the interdependence of countries across the world?

After a week of turmoil in Cyprus (see the News item Ochi, ochi, ochi) a deal has been struck between Cyprus, the EU and the IMF over a €10bn bailout for the island’s banking system. But while the deal may bring the immediate crisis to an end, the Cypriot economy could face years of austerity and depression. And there remain questions over whether the deal sends the wrong message to depositors in banks in other eurozone countries whose banking systems are under pressure.

Unlike the original EU proposal, the deal will not impose a levy on deposits under €100,000, much to the relief of small and medium depositors. But individuals and businesses with deposits over €100,000 in the two main troubled banks (Laiki and the Bank of Cyprus) will face losses that could be as high as 40%. The precise size will become clear in the coming days.

The troubled second largest bank, Laiki (Popular) Bank, will be split into a ‘good’ and a ‘bad’ bank. The assets and liabilities of the good part will be taken over by the largest bank, the Bank of Cyprus. Thus people’s accounts under €100,000 will be moved from one to the other. The ‘bad’ part will include deposits over €100,000 and bonds. Holders of these could lose a substantial proportion of their value.

Many businesses will be hard hit and may be forced to close. This could have serious adverse multiplier effects on the economy. These effects will be aggravated by the fiscal austerity measures which are also part of the deal. The measures are also likely to discourage further inward investment, again pushing the economy further into recession.

And then there are the broader effects on the eurozone. The direct effect of a decline in the Cypriot economy would be tiny; the Cypriot economy accounts for a mere 0.2% of eurozone GDP. Also the effect on small savers in other eurozone countries is also likely to be limited, as people will probably be reassured that savings under €100,000 have remained protected, even in an economy as troubled as Cyprus.

But some commentators argue that the effect on large depositors in other troubled eurozone countries, such as Portugal, Spain, Greece and Italy, could be much more serious. Would people with large balances in these countries prefer to move their money to, say, Germany, or even out of the eurozone altogether? There is clearly disagreement over this last point as you will see from the articles below.

Webcasts and Podcasts

Cyprus agrees bailout with eurozone ministers The Guardian (25/3/13)
Cyprus bailout: Deal reached in Eurogroup talks BBC News (25/3/13)
‘Disaster avoided’ as Cyprus agrees EU bailout deal Euronews (25/3/13)
Cyprus saved from bankruptcy Channel 4 News on YouTube, Faisal Islam (25/3/13)
What are the implications of the Cyprus deal? BBC Radio 4 Today Programme, Stephanie Flanders (25/3/13)
Cyprus bailout deal: Russia riled but Germany relieved BBC News, Steve Rosenberg in Moscow and Stephen Evans in Berlin (25/3/13)
Cyprus bailout deal ‘durable’ says IMF chief BBC News, Christine Lagarde (25/3/13)
Cyprus Bailout Deal Raises Questions: Lombardi Bloomberg, Domenico Lombardi (25/3/13)
Minister Michalis Sarris: Cyprus paying ‘tremendous cost’ BBC Radio 4 Today Programme, Michalis Sarris (26/3/13)

Articles

Last-minute Cyprus deal to close bank, force losses Reuters, Jan Strupczewski and Annika Breidthardt (25/3/13)
Cyprus strikes last-minute EU bailout deal The Guardian, Ian Traynor (25/3/13)
‘There is no future here in Cyprus’ The Telegraph, Nick Squires (25/3/13)
Back from the brink: EU ministers approve €10bn bailout deal at 11th-hour to save Cyprus Independent, Charlotte McDonald-Gibson and Majid Mohamed (25/3/13)
Cyprus bailout: Deal reached in Eurogroup talks BBC News (25/3/13)
Q&A: Cyprus deal BBC News (25/3/13)
The rescue of Cyprus won’t feel like one to its people BBC News, Robert Peston (25/3/13)
Lessons of Cyprus BBC News, Stephanie Flanders (25/3/13)
Cyprus bailout: Dijsselbloem remarks alarm markets BBC News (25/3/13)
Cyprus saved – but at what cost? The Guardian, Helena Smith (25/3/13)
Cyprus bail-out: savers will be raided to save euro in future crisis, says eurozone chief The Telegraph, Bruno Waterfield (25/3/13)
Cyprus’s banks have been tamed – are Malta and Luxembourg next? The Guardian, Ian Traynor (25/3/13)
Lehman lessons weigh on Cyprus talks but 1920s slump must not be ignored The Guardian, Larry Elliott (24/3/13)

Questions

  1. Explain what is meant by ‘moral hazard’. What moral hazards are implicit in the deal that has been struck with Cyprus?
  2. How does the size of the banking system in Cyprus as a proportion of GDP differ from that in other troubled eurozone countries? How does this affect the ‘contagion’ argument?
  3. Does the experience of Iceland and its troubled banks suggest that the Cypriot problem has nothing to do with its being in the eurozone?
  4. What options are open to the Cypriot government to stimulate the economy and prevent a severe recession? How realistic are these options (if any)?
  5. What are the likely implications of the deal for the economic relationships (as opposed to the political ones) between Cyprus and Russia and between the eurozone and Russia?
  6. Are there any similarities in the relationships between the weak and strong eurozone countries today and those between Germany and other countries in the 1920s and 30s?