Summary A-Level Edexcel Economics A Case Study for Microeconomics
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Course
Unit 3 - Business behaviour and the labour market
Institution
PEARSON (PEARSON)
Case study on Gum industry for Pearson Edexcel Economics A Microeconomics side, can be utilized in essay answers, specifically when asked to "refer to an industry of your choice". Suitable for both AS-Level and A-Level Economics students.
Market Type
Chewing Gum industry is a highly contestable oligopoly
Companies Wrigley and Cadbury account for 60% of the market share, with
other companies such as Lotte, Perfetti Van Melle and Hershey’s following
close behind
Dominated by a few firms but have hundreds of small firms producing as well
Low barriers to entry and low sunk costs cause it to be highly contestable
Highly differentiated products:
Sugar Chewing Gum (with multiple flavours)
Sugar-Free Chewing Gum (with multiple flavours)
Anti-smoking Gum (with multiple flavours)
Biodegradable Gum (with multiple flavours)
Chewing Gum causes a direct negative consumption externality of litter on
roads and pavements
Key Market Driver - Increasing Demand for Functional Chewing Gum,
especially in youth groups
Key Market Restraint - Negative side effects such as headaches caused by
Chewing Gum
Segmentation
By Type
Sugar Chewing Gum (with multiple flavours)
Sugar-Free Chewing Gum (with multiple flavours)
Industry Profile: Gum Industry 1
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