External Influences Flashcards
Demand
The amount of a good or service that customers are willing and able to buy at any given price
Supply
The amount of a good or service that sellers are willing and able to sell at any given price
Equilibrium price
The situation in a market where demand is equal to supply
Examples of determinants of demand
Wealth, advertising, taste and fashion, demographic changes, government action, the price of substitutes, the price of complements
Price
The amount customers pay for a product
Cost
The amount spent by a business through making the product
Examples of determinants of supply
Price, costs, taxes, subsidies, price of other products
When demand increases, price and quantity (1). As supply stays the same, the price has to (2) to avoid a (3)
- Increase
- Increase
- Shortage
When supply increases, the price (1) and the quantity (2). As the demand stays the same, price has to (3) to avoid (4)
- Decreases
- Increases
- Decrease
- Excess supply
Price elasticity
Price elasticity shows how responsive demand is to a change in price
Elastic demand
Quantity demanded is sensitive to a change in price
Inelastic demand
Quantity demanded is insensitive to a change in price
Examples of inelastic products
Petrol, energy
Reasons for inelasticity
No substitute, it is a necessity
Examples of elastic products
Holidays, designer bags
Reasons for elasticity
Lots of substitutes, luxury products
Factors that might make demand for a product inelastic
The number of substitutes available
The degree of necessity
Whether the good is subject to habitual consumption
Peak and off-peak demand
Excess (surplus)
When supply is greater than demand
Shortage
When supply is less than demand
How is equilibrium re-established when there is an excess?
The price is lowered
How is equilibrium re-established when there is a shortage?
The price is increased
Competition
Rivalry amongst sellers
Market
Any situation where buyers and sellers are in contact in order to establish price
Online market
Tangible products that you order and wait for
Digital market
Non-tangible products that you download and own instantly
Competitive market
A market in which there are a large number of sellers. Businesses in these markets compete mainly on price
Monopoly (in theory)
A market dominated by one seller
Monopoly (in reality)
The CMA describe a monopoly as any firm with more than 25% of the industry’s sales
Features of a monopoly
High prices, low quality, poor service
Examples of competitive markets
Farming, currency exchange services
Example of a monopoly
Tesco (~28% of the market)
Oligopoly
Exists where a market is dominated by a few firms
Features of an oligopoly
Products and prices are similar (prices are often high)
Businesses compete in non-price differences
It is sometimes suggested that oligopolistic collude
Monopolistic competition
A market structure with many competing firms each of whom supplies a slightly differentiated product
Features of monopolistic competition
Fair prices, may compete on non-price differences
Examples of oligopolies
Petrol, streaming services, airlines
Examples of monopolistic competition
Restaurants, clothes shops, pubs, hairdressers
Market size
The collective value of the goods or services that buyers purchase (measured in £)
Market growth
The percentage change in the size of the market, measured over a specific period
Market share
The percentage of total sales (by value) that a business has in a specified market
How might a business try to survive a shrinking market?
Enter another market
Sell more to existing customers
Be aware of customer needs and meet them
Find out why old customers no longer use your products
Use a variety of marketing techniques
Merge with a competitor
Barriers to entry
The factors that could prevent a firm from entering and competing in a market
Examples of barriers to entry
Large start-up costs
Having the marketing budget to break customer loyalty
The inability to gain economies of scale
The possibility that existing businesses will start a price war
Legal restrictions such as patents
Patent
The right to be the only user or producer of a specified product or process (lasts 7 years)
Economies of scale
As output increases, unit costs decrease
Barriers to exit
The factors that could prevent a firm from leaving a market, even if it wanted to
Examples of barriers to exit
The difficulty of selling off capital
High redundancy costs
Contracts with suppliers
Leases with landlords
Overheads
Costs that are not directly related to the production of the product (e.g rent)
Market power
The ability of a firm to influence or control the terms and conditions on which goods are bought and sold
Market dominance
A measure of market share compared to competitors
Merger
Where two companies join together to form a new larger business
Acquisition / takeover
Where control of another company is achieved by buying a majority or its shares
Benefits of external growth for the business
May gain new management with different skills and talents
Will result in an increase in revenue and therefore market share
May be able to meet customer needs more effectively with combination of resources
May experience economies of scale
Spreads the risk if the two firms are in different markets
Disadvantages of external growth
May suffer from diseconomies of scale due to size
May take on extra debt that the business could struggle to repay if the strategy isn’t successful
Could result in redundancies
Could result in higher prices
Could result in a dominant business dictating terms and conditions
Organic / internal growth
Involves expansion from within a business
Examples of organic growth
Opening new stores
Launching new products
Employing more workers
Increasing productive capacity
Investing in new technology
Launching existing products into new markets
Running as a franchise
Lower prices
Advantages of organic growth
Less risky than external growth as it tends to be cheaper (less likely to take on debt to fund expansion) and builds on the business’ strengths
Growth can be financed internally
Allows growth at a sensible rate
Disadvantages of organic growth
Growth can be slow as shareholders and bank loans have to be repaid, which means it is a problem for shareholders as they want to generate profit
Depends on the growth of the market - it can be difficult to encourage more sales in a market that is mature or shrinking
Hard to increase market share if the business is already a market leader
What does CMA stand for?
Competition and Markets Authority
What is the CMA’s aim?
To encourage / promote competition for the benefit of consumers
What does the CMA do?
Investigates mergers and acquisitions which could restrict competition
Investigates where there may be abuse of dominant positions
Brings criminal proceedings against individuals who commit the cartel offence
Enforces legislation to tackle practices that make it difficult for consumers to exercise choice
Cartel
When businesses agree to work together rather than compete
Examples of cartels
Market sharing = agreeing to divide a market so participants are sheltered from competition
Price fixing = when rival businesses agree what prices they are going to charge
Bid rigging = when rival businesses communicate before lodging their bids and agree amongst themselves who will win and at what price
What are sanctions that the CMA can apply?
The business can be fined up to 10% of its global turnover
Customers affected can sue the businesses that were anticompetitive
The individuals can be disqualified from being a company director
The CMA can fine individuals, such as the director, if they fail to provide information following the CMA’s request
Why do separate regulators exist?
For former nationalised industries such as gas, electricity, water, railways and telecoms. (They were previously in the public sector)
What are impacts of regulation in the UK?
More choice for customers
Better value for customers
More businesses operating within a given market
Better terms for suppliers
Less abuse of dominant positions (I.e refusal to supply)
Lead to fines, prosecution and suspension
What does STEEPLE stand for?
Social
Technological
Economical
Environmental
Political
Legal
Ethical
What is STEEPLE used for?
To scan the environment and anticipated advantages and threats
What is GDP (gross domestic product)?
The total value of output produced in the economy in a year. It measures the size of the economy.
Economic growth
The annual percentage change in GDP
What can the government do to facilitate growth?
Encourage investment in physical capital, by offering subsidies or lowering taxation
Improve infrastructure
Invest in education
What are the impacts of high GDP / growing economy?
People are likely to have high incomes and high standards of living
People are likely to be earning more and spending more
Businesses are likely to be hiring and investing more
Standard of living
The amount of goods and services that people are able to buy
How can GDP be measured?
Output, expenditure, income
What are the limitations of using GDP?
Hidden economy - unpaid work (e.g caring for an elderly relative) isn’t included
Inequality - doesn’t show how income is split across a population (e.g the rich getting richer could be causing a rising GDP)
Inflation
Persistent general tendency of prices in the economy to rise (not every item increases in price)
Disinflation
When prices have a tendency to increase but at a slower rate
Deflation
When prices have a tendency to decrease
Why do prices go up?
If the cost of producing and supplying a product increases
If demand increases
What does inflation cause?
Demand pull = when demand is greater than supply, businesses must raise prices
Cost push = when costs increase, businesses must increase prices to cover the costs
What is used to measure inflation?
CPI (consumer price index)
Impacts of high inflation
Inflations makes UK exports uncompetitive
Inflation can reduce investment
Inflation creates uncertainty
Exchange rate
The value of one currency in terms of another
Import
A transaction involving money leaving the economy
Export
A transaction involving money entering the economy
Responding to a fluctuating £ in the short term
Do nothing and accept lower mark-up
Cut other costs such as advertising
Employ zero-hours workers
Responding to a fluctuating £ in the long term
Increase prices
Change to domestic suppliers
Focus on selling abroad
Interest rates
The reward for saving and the cost of borrowing expressed as a percentage of the money saved or borrowed
Who sets interest rates?
The Bank of England (the MPC (monetary policy committee))
Impacts of low interest rates for businesses
Customers are likely to be spending more -> increase in sales
More likely to take out a loan to fund expansion
Lower loan repayments
Impacts of low interest rates for borrowers
Less interest to pay back on loans -> more likely to spend more as they have more disposable income
Impacts of low interest rates for savers
Receive a lower reward for saving -> more likely to spend more as they have less incentive to save
Impacts of high interest rates for businesses
Customers are likely to be spending less -> decrease in sales
Less likely to take out a loan to fund expansion
Higher loan repayments
Impacts of high interest rates for borrowers
More interest to pay back on loans -> more likely to spend less
Impacts of high interest rates for savers
Receive a higher reward for saving -> more likely to spend less and save more as they have a higher incentive to save
If interest rates are high, will the pound be strong/weak? Why?
Increase in UK interest rates
Higher return on UK savings accounts
‘Hot money flows’ increase due to higher interest rates
Increased demand for the £
Appreciation in the value for the £
If interest rates are low, will the pound be strong/weak? Why?
Decrease in UK interest rates
Lower returns on UK savings accounts
‘Hot money flows’ decrease
Decreased demand for the £
Depreciation in the value for the £
Unemployment
A situation in which people who are willing and able to find work are not able to find employment
Why does the government want a low level of unemployment?
Unemployment is a waste of human resources
Unemployment means that social problems and benefits have to be paid for, which could be spent in other areas such as healthcare and education
A low level of unemployment leads to more tax revenue and less welfare payments being paid out
Unemployment is bad for the individual and could lead to drug/alcohol problems which will not help the individual get back into work
Balance of trade
The difference between the value of exports and imports
Trade surplus
When exports exceed imports
Trade deficit
When imports exceed exports
Balance of trade equation
Exports - imports