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Extract 2: Sweet victory for chocolate makers in price fixing class action
The U.S. Court of Appeals in Philadelphia has ruled that chocolate makers did not conspire to
fix prices in the United States between 2002 and 2007. Grocery store chains, retailers, and
other companies that purchased chocolate directly from the chocolate makers failed to prove
the case. They presented evidence of three parallel price increases by the chocolate companies
over a five-year period. Parallel price increases refer to the companies raising prices at around
the same time. However the court ruled that while the firms had a motive to fix prices, evidence
of motive without more did not support the case for price fixing.
Source: Antitrust Law Daily, September 15, 2015
healthcare services and lack electricity and decent sanitation, with water only available from
communal wells. As prices of food and other costs rise, the failure to capture sufficient value
from their crop means that many cocoa farmers are abandoning the industry.
Many chocolate companies are waking up to the situation, and to the fact that Fairtrade can be
part of a solution, helping to ensure decent incomes for farmers and a long-term supply of
quality product to companies. More importantly, an increasing number of people make their
consumption decisions on the basis of ethical values, such as environmentally friendly products
and production methods, labour standards (wage rates and working conditions), and human
rights. Ethical consumerism is a growing phenomenon that underpins Fairtrade.
Fairtrade sales are generating significant amounts of Fairtrade Premium funds for cocoa farmer
organisations to invest in their farms, businesses, and communities. In 2011, Fairtrade cocoa
producer organisations received more than 7.6m in Fairtrade Premium money. This money is
increasingly being used to support producer organisations and farmers in strengthening their
business for example by investing in replacing old cocoa trees to increase productivity, or
investments in better facilities for crop collection, storage, transport, or processing. More than
half of Fairtrade Premium expenditure is being invested in business or organisational
development, or to support improvements in production and processing.
Source: The Guardian, 28 March 2013
Source: Statista
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[1]
(ii) From Extract 1, identify and explain one demand and one supply factor that could be
responsible for this change in cocoa prices.
[4]
(b) Explain what is meant by price fixing and why firms like those in the US chocolate
industry may have a motive to fix prices.
[5]
(c) Explain one possible reason why the parallel price increases in the US chocolate
industry might not support the case for price fixing.
[2]
(d) Discuss the factors that are likely to influence whether chocolate companies will switch
to Fairtrade cocoa.
[8]
(e) Discuss the extent to which the Economic Partnership Agreement couod improve the
standard of living of cocoa farmers in West Africa.
[10]
a (i). Using Figure 1, describe the change in cocoa prices from 2013 to 2014. [1]
[1m for correct description of overall change]:
Cocoa prices increased overall from 2013 to 2014.
a (ii). From Extract 1, identify and explain one demand and one supply factor that could
be responsible for this change in cocoa prices. [4]
Supply factor
[2m for evidence from extract AND correct explanation of factor]:
Hardships, risk of diseases, inconsistent rains and the arduous process of harvesting have
encouraged cocoa farmers to switch to farming rubber instead.
Rubber is in competitive supply with cocoa. As more cocoa farmers switch to planting rubber,
this leads to a fall in supply of cocoa and an increase in cocoa prices ceteris paribus.
Demand factor
[2m for evidence from extract AND correct explanation of factor]:
Demand for cocoa products, especially chocolate, is surging and chocolate sales in china
have grown from 58% from 2009 to 2013.
Increase in demand and sales of chocolate in 2013 leads to an increase in derived demand for
cocoa. (OR explain that cocoa is a factor of production for chocolate) Ceteris paribus, this leads
to an increase in cocoa prices from 2013 to 2014.
Comment: Take note that students must display understanding of the bolded & underlined
concepts. No partial credit awarded if student finds evidence without explanation or offers
explanation without reference to extract.
(b) Explain what is meant by the term price fixing and why firms like those in the US
chocolate industry may have a motive to fix prices. [5]
[1m for providing correct definition for price fixing]:
Price fixing is a practice whereby rival companies come to an illicit agreement not to sell
goods or services below a certain price.
OR Price fixing is where firms collude to raise prices.
OR Price fixing is where firms collude to keep price above a certain price.
Comment: Take note that the underlined/bolded segments must be present for 1m to be
awarded.
[2m for identifying AND justifying that US chocolate industry is an oligopoly]:
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(c) Explain one possible reason why the parallel price increases in the US chocolate
industry between 2002 and 2007 might not support the case for price fixing. [2]
[1m for evidence from extract]:
From figure 1, we can see that cocoa prices faced periods of increases between 2004 and
2007.
[1m for correct explanation of factor]:
Since cocoa is a factor of production for chocolate, firms may have faced increasing costs at the
same time. This costs may have been passed onto consumers in the form of higher prices.
Thus, the chocolate firms increasing prices at the same time might not support the case for
price fixing.
Comment: Award partial credit 1m for any correct explanation of demand or cost factor not from
the case study.
Marks
L1
L2
E1
E2
Evaluative comments that attempt to weigh the different factors with a suitable 2
criteria i.e. perhaps by considering the distinction between SR and LR impact on
chocolate companies OR by discussing how the oligopoly context affects firms
decisions.
The fall in price leads to an increase in quantity demanded for processed cocoa. Since
processed cocoa is made from cocoa, cocoa is in derived demand and the demand for cocoa
increases. This will lead to an increase in the equilibrium quantity, ceteris paribus. Therefore,
there is an increase in revenue for cocoa farmers in West Africa, and ceteris paribus, an
increase in profits. With a higher level of income, farmers can increase their consumption. This
will increase their material standard of living.
Special Note: If students treat processed cocoa as cocoa, accept the answer. For example,
Lower tariffs -> Lower prices in the European markets -> Increase quantity demanded of cocoa> Assuming that price that farmers receive for cocoa unchanged, it will lead to an increase in
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Marks
L1
1-4
L2
are
5-7
Award higher tier marks to students that consider three perspectives in detail
and display strong economic reasoning at every part of the essay. Arguments
are cogent and perhaps complemented with diagrams.
E1
E2
E3
Considers the implicit assumptions highly relevant to the context such as price 3
elasticity of demand and supply of cocoa, whether the ceteris paribus condition
holds, and whether firms pass on more chocolate profits to cocoa farmers via
Fairtrade. Weighs different perspective using an appropriate framework and
arrive at a sound overall judgment.
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AO2
AO3
AO4
a(ii)
Mark
1
10
There are 18 marks under AO3 + AO4 and 12 marks under AO1 + AO2. Also there are 12
marks worth of questions that test up to AO3 and 18 marks that test up to AO4. These features
fit the recommended mark distribution of the A Level paper exactly. This was a deliberate
attempt on our part to ensure that all levels of skills are adequately tested.
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scarcity;
decision
making
12
13
(d)
14
dd/ss
elasticity
price
theory/impact
a(i)
a(ii)
(e)
(b)
(d)
(c)
(c)
a(i)
(b)
(f)
a(ii)
(d)
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(f)
(b)
(d)
(e)
**
(d)
(b)
(a)
(e)
(b)
(d)
(e)
(d) (e)
production/costs
PC
monopoly
oligopoly
MC
public
good
neg.
ext
pos.
ext
imp.
info
/others
macro
(f)
(e)
(c)
(e)
(d)
(f)
(c)
(f)
(b)
(d)
(e)
(d) (c)
(b)
(d)
(e)
Possible weaknesses
Difficulty of case study
The case study definitely tends towards the difficult spectrum. The requirements for the
questions are definitely on the high side. Also, students may not expect market failure to be
avoided in a Micro case study and may be ill-prepared for a macro question to appear in the last
part. However, we felt that it was appropriate and necessary to set it as such because of
reasons mentioned later in the detailed rationale segment.
Extract 3 tending towards the long side
We tested the case study with some students and they feedback that Extract 3 is rather long.
We made slight edits to the original text to reduce the length but it still seems a little
overwhelming. However we decided to keep it as it is to maintain the quality of the extract. Also,
we felt that the overall length of all extracts combined was very reasonable.
Detailed rationale
New syllabus places decision making in the spotlight
With the new syllabus pivoting towards decision making, we wanted to reflect this shift in our
case study. Thus, we included two questions -- part b and part d -- that focus on decision
making from a firms point of view. One is in a more generic case for oligopoly firms, and
another in a more specific context of whether chocolate companies should switch to using
Fairtrade cocoa in their production.
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