Professional Documents
Culture Documents
The exam
Contestability
Competition Policy
Privatisation
Regulation
1 HOUR 30 MINUTES LONG
- 40% A2
- TOTAL 72 MARKS
Definition: 1 mark
Diagram: 1 – 3 marks
Annotation: 1 mark
Application/calculation: 1 – 2 marks
Further analysis: 1 – 2 marks
KOs – 1 – 2 marks
The data response:
4 mark question
▪ purely knowledge and application marks
▪ remember to apply your knowledge to the industry in
the extract
8 mark question
▪ 4 marks for identification, explanation and analysis
▪ 4 marks for evaluation – 2 good evaluation points
The data response:
12 mark question
▪ Definition/knowledge – 1 mark
▪ Application, analysis & diagram – 5 marks
▪ 6 marks for evaluation
16 mark question
▪ 8 marks for identification, explanation and analysis
▪ 8 marks for evaluation – (2 + 2 + 2 + 2) safest
A perfectly contestable market has no sunk
costs (entry and exit barriers) and perfect
information (thus only normal profits are
earned)
1. Technological change
2. Natural monopoly
3. Economies of scale
4. Branding & advertising levels
5. Limit pricing
6. Information asymmetry
7. Rights to distribution or raw materials
In 2006, Coca-Cola launched a sugar-free soft
drink called “Coke Zero” and spent £8 mn on
advertising the brand. Which of the following is
most likely to make it difficult for other firms to
enter the soft drink market?
A The absence of consumer loyalty for Coca-Cola.
B High sunk costs.
C Strong government laws on anti-competitive
practices.
D High levels of contestability.
E A low concentration ratio.
The bonuses to customers available through
supermarket loyalty cards, such as those
offered by Tesco & Sainsbury’s, are likely to
make the industry:
A Less integrated
B Less contestable
C Less concentrated
D Less profitable
E More contestable
In June 2005 the European Commission
reported that Coca-Cola imposed exclusivity
agreements with retailers to stock their soft
drinks. A motive to act in this way is to:
A increase the choice of soft drinks.
B obtain benefits from horizontal integration.
C diversify into unrelated markets.
D obtain benefits from vertical integration.
E reduce concentration in the soft drinks market.
Example – Japanese electronics (Economist 11/09)
Define contestability
Evidence:
What are the sunk costs?
Is there asymmetric information?
What are the levels of profits?
Are any firms poised to enter?
If there’s a regulator, it suggests it’s uncontestable!
To what extent is this market contestable?
Evaluation:
Evaluation:
Regulatory capture
Asymmetric information
Problems of setting price caps – regulatory failure
Risks of unexpected shocks (although RPI + Y)
Comparison with other types regulation
Qu. Examine the likely impact of performance
targets on …….