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?
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
- Which is the better measure of an industry’s performance: the value or the volume of goods sold?
- Why would you expect volumes of Scotch sold to decline during an economic downturn?
- 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.
- What type of figure would you expect Scotch whisky to have for income elasticity of demand? Does it vary for different people?
- Why is forecasting demand for Scotch so difficult? What techniques might be used?
- Why does demand for Scotch whisky remain high and even rising in many emerging markets?
- Is the market for Scotch whisky exports a good indication of the interdependence of countries across the world?
House prices have long been an obsession with the UK media and much of the public; when they rise, homeowners feel rich, when they fall, consumer confidence dives. Following the financial crisis and subsequent recession, there has been a great deal of attention focused on the overall health of the housing market.
But the UK faces a particular problem of a sharp and growing divide in regional house prices. First time buyers in London face having to find high deposits and even then, many are unable to access mortgages. Meanwhile those in the regions can access more affordable housing, but may be reluctant to enter the market when prices are stagnant. What are the implications of this divide for the housing market and for the broader economy?
The housing market demonstrates characteristics which are typical of those for goods that are both consumable and involve capital growth; when prices rise housing is seen as a good ‘investment’ and demand increases, this in turn leads to higher prices. Conversely when values drop, demand falls and the market slumps. Markets like this are described as being prone to price bubbles.
Looking at UK house prices as a whole can, however, mask large variations across the economy; variations which can cause problems for jobseekers, for employers and for the government. Recently one of the UK’s largest mortgage lenders predicted continuing regional variance in house prices. Halifax’s figures looked at the price of housing across a number of UK towns and showed that changes seen during 2012 ranged from a 14.8 per cent rise to an 18.4 per cent fall. The biggest rise seen during the year was in Southend on Sea, in Essex, while the greatest fall was in Craigavon, in Northern Ireland. Of the ten towns with the biggest rises, eight were found in London or the south east, with Durham being the only northern town showing growth. Of the ten towns that the Halifax identified with the biggest falls, four are in Scotland, three are in the north west, one is in the north of England and one is in Northern Ireland.
Martin Ellis, housing economist at the Halifax, said:
We expect continuing broad stability in house prices nationally in 2013. The generalised north/south divide in house price performance seen during 2012 is likely to continue next year. House prices are expected to be strongest in London and the south east as this part of the country performs best in economic terms.
These disparities present a particular problem in a recession. While London and the south east show signs of economic growth, with relatively low unemployment and high levels of inward investment, many regions outside London see house prices falling further as unemployment grows. There are some exceptions – the arrival of the BBC in Salford has resulted in a sharp increase in prices there – but, in general, confidence is low outside the south east.
The articles below consider regional differences in the housing market.
Articles
House prices creep up over 2012 The Guardian, Patrick Collinson (29/1/13)
Which regions of the UK will show the biggest house price rises in the next 5 years? This is Money, Rachel Rickard Straus (17/1/13)
Figures reveal scale of regional house price divide Inside Housing, Tom Lloyd (2/1/13)
Property market gets a budget boost, so are things looking up? This is Money, Simon Lambert (21/3/13)
Help to Buy scheme could drive up house prices, says OBR The Guardian, Josephine Moulds and Jennifer Rankin (26/3/13)
London house prices outstrip 2007 peak with a 2.8% increase The Guardian, Hilary Osborne (28/3/13)
Housing market in southeast is worth £2tn Financial Times, James Pickford and Ed Hammond (1/2/13)
House prices show annual increase Evening Standard (28/3/13)
House price data
Links to house price data The Economics Network
Regional Historical House Price Data Halifax House Price Index (Lloyds Banking Group)
Questions
- Thinking about the market for owner-occupied housing, what are the factors that will determine demand? How might these explain variations in demand across different regions of the UK?
- How does the supply of housing vary across the UK?
- What would you predict about regional variations in rents?
- What is the impact of high house prices in London on first time buyers? Does this matter?
- What are the implications for the labour market of sharp variations in house prices across regions?
- Why might the Chancellor want to put in place policies to boost the housing market?
- Who gains from high house prices? Who loses? You might want to think about this in term of the life-cycle.
Adverts are increasingly diverse, ranging from families using various products and promoting their qualities, to a gorilla drumming, a horse dancing and a monkey drinking tea! But, how important is advertising to a product’s brand. Does it have a positive effect on sales and profitability?
The key role of advertising is to sell more products and many firms spend a huge amount on advertising campaigns. Indeed, over £16bn was spent on advertising in 2012. Given that the economy is still vulnerable and many firms have seen their sales and profits decline, this is a huge amount. Procter & Gamble spent over £200 million, British Sky Broadcasting spent £145 million and Tesco spent £114 million in 2011.
Advertising increases consumer awareness of the product and its features, but also actively aims to persuade people to purchase the product. By differentiating the product through adverts a company aims to shift the demand curve to the right and also make it more inelastic, by persuading customers that there are no (or few) close substitutes.
Since the start of the economic downturn in 2008, advertising expenditure has fallen, as companies have seen a decline in their budgets. From a high of £18.61 billion in 2004, the Advertising Association found that it fell to £14.20 billion in 2009 at constant 2008 prices. In the last few years, advertising expenditure has remained at around £14.5 billion. But, is cutting back on advertising a sensible strategy during a recession? Of course budgets are tight for both firms and consumers, but many suggest that media-savvy firms would actually benefit from maintaining their advertising. By doing so firms could take advantage of weaker competitors by increasing their market share and establishing their brand image in the long run.
It’s also important to consider another link between economic growth and advertising. Research suggests that advertising can be an important factor for economic growth. A three-year study undertaken by the Advertising Association and Deloitte, commencing in January 2013 suggests that for every £1 spent on advertising in the UK, £6 is generated for the wider economy. Based on these predictions, the estimated £16bn that was spent on ad campaigns in 2011 added over £100 billion to the UK’s GDP.
So, perhaps encouraging more advertising is the answer to the UK’s economic dilemma. This is certainly the opinion of Matt Barwell, the consumer marketing and innovation director of Diageo Western Europe, who said:
People fundamentally believe in advertising but a lot of the conversation focuses on negative elements. People rarely get the opportunity to talk about the positive role advertising plays in terms of wealth creation, exports and the social benefits that it provides. These are all things that many of us take for granted.
If private firms can therefore be encouraged to boost their marketing campaigns, jobs may be created, demand for products will rise and with the help of the multiplier, the economy may strengthen. Advertising has both pros and cons and opinions differ on what makes a good advert. But, whatever your opinion of the role of advertising, it is certainly an important aspect of any economy. The following articles take a view of advertising.
Articles
Could we advertise ourselves out of recession? Marketing Week, Lucy Tesseras (31/1/13)
Advertising in times of recession: A question of value The Open University, Tom Farrell (13/3/09)
Recession spending on advertising and R&D Penn State, Smeal College of Business
Nothing to shout about The Economist (30/7/09)
UK’s payday lenders face restrictions on advertising Reuters (6/3/13)
Value claims improve advertising effectiveness in recessionary times Com Score, Diane Wilson (17/9/13)
Advertising in a bad economy About Advertising, Apryl Duncan
Advertising worth £100bn to UK economy The Telegraph, Graham Ruddick (31/1/13)
Can advertising be the motor that gets the struggling UK economy out of first gear? More about advertising (26/2/13)
Adverts ‘worth £100bn to UK’ Independent, Giddeon Spanier (30/1/13)
Report
Advertising Pays – How advertising fuels the UK economy Advertising Association & Deloitte (30/1/13)
Advertising Pays – How advertising fuels the UK economy: Accompanying video presentation Advertising Association & Deloitte: on YouTube (30/1/13)
Questions
- What is the role of advertising?
- Using a demand and supply diagram, illustrate and explain the role of advertising.
- During a recession, why would you expect advertising expenditure to fall? What impact would you expect this to have in your diagram from question 1?
- How might firms that sustain their advertising expenditure during a downturn benefit?
- Explain the link between advertising and the economy.
- Why could a higher level of advertising boost economic growth?
- Are there any negative externalities from advertising?
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.
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:
