Case Study - Government Intervention The price of raw sugar recently reached its highest level since 1981 due to problems with supply. Historically, raw sugar has traded at between 10 and 12 US cents per pound at the New York Board of Trade. But the price increased to over 18 cents last month. Growing demand in Brazil for sugar to be tumed into ethanol for fuel, coupled with a sharp fall in Indian production have both been factors in the price increase. Sugar production in India for 2008-09 fell 45% vear-on-year due to less rain in the monsoon season damaging a number of agricultural crops. The London-based International Sugar Organization predicts that global consumption of sugar is likely to outstrip production by 9m tonnes next vear, forcing food companies and governments to dig into stockpiles. In the US, snack producers including Mars, Nestl and Knspy Kreme Doughnuts put pressure on the US government to relax import controls, warning that otherwise they might run out of sugar. Commentators predict that most shoppers will be unaffected because sugar 1s such a small part of a consumer's typical spending in a week that no one will notice an increase in price. Price of raw sugar 2009 (cents per pound) 19 Case Study questions Question 1 Explain, using supply and demand analysis with the assistance of graph, why the price of sugar has been increasing recently. Question 2 Justify on how might companies such as Mars and Nestl react to an increase in the price of sugar in the world scenario. Additional Questions: 1. Discuss how economic uncertainty affects the demand and supply of certain industries. 2. Select a company or firm of your choice and discuss their pricing strategy in detail. 3. After leaming about the pricing-related topics, explain what you understand about pricing strategy. Give an example for penetration pricing strategy and skimming pricing strategy ( in your own words)