A LEVEL Business External Economic influences on business behaviour DO NOW- 5 min Read the ase extract on page 98. Write the topic ´ External Economic influences on business behaviour. On points to think- write bullet points in your notebook. Prepare to share. Objectives ■ ■ ■ ■ ■ ■ ■ ■ Describe the economic objectives of governments Explain the nature and causes of economic growth and its impact on business strategies Analyse the business cycle and its impact on business strategies Recognise and analyse the different causes of unemployment Analyse the different causes of inflation and deflation and assess the impact of the changing value of money on business strategy Describe the policy measures that may be taken by governments to pursue their economic objectives Analyse the possible impact on business strategies of changes in tax rates, interest rates and exchange rates Analyse the significance of income elasticity of demand to business decisions Key terms to explain ■ ■ ■ ■ ■ Economic growth Recession GDP Business Cycle Income elasticity of demand ■ inflation ■ Fiscal policy ■ Monetary policy ■ Unemployment ■ Cyclical unemployment ■ Structural unemployment ■ frictional unemployment ■ Exchange rate ■ Appreciation ■ Depreciation Introduction The state of a country’s economy – and by this is meant the rate of economic growth, the rate of price inflation, the unemployment level and the exchange rate – can contribute directly to the success or failure of businesses. If business expansion goes ahead just before a long economic recession, then the additional cost of borrowing can destroy a business as it will probably not be able to increase its sales. However, the ability to spot and exploit a gap in a fast-growing economy can lead to high profits. It is, therefore, misleading to think just of ‘economic constraints’ on business activity as the country's economic performance can just be easily ‘enable’ a business to take advantage of great new opportunities. Economic objectives of governments All governments set targets for the whole economy and these are referred to as ‘macro-economic’ objectives. These are likely to include, ■ ■ ■ ■ ■ Economic growth – the annual percentage increase in a country’s total level of output (known as gross domestic product or GDP) A low target rate of price inflation – the rate at which consumer prices, on average, increase each year Low rate of unemployment Exchange rate stability – the government will try to prevent wild swings in the external value of the currency in terms of its price compared with other currencies Wealth and income transfers to reduce inequalities – some governments, but necessarily all, attempt to reduce extreme inequalities of personal income and wealth, usually by using the tax system Economic growth – a definition and why it is considered desirable ■ ■ ■ ■ ■ Gross Domestic Product (GDP) is the total value of goods and services produced in a country in one year – real GDP has been adjusted for inflation Economic growth is an increase in a country’s productive potential measured by an increase in its real GDP Economic is important to a country for several reasons, Higher real GDP increases the quantity of goods and services available for consumers and this increases living standards Higher levels of output often lead to increased employment, which will consumer incomes Businesses should experience rising demand for their products, although this will depend on income elasticity of demand for their products External economic influences A beginners guide to GDP https://www.youtube.com/watch?v=9sQHuILeU9 A Factors to economic growth Solo- individual task- in your book list the factors that lead to economic growth The business cycle ■ The business cycle is the regular swings in economic activity, measured by real GDP, that occur in most economies, varying from boom conditions (high demand and rapid growth) to recession when total national output declines The business cycle The business cycle The business cycle ■ A boom is a period of very fast economic growth with rising incomes and profits. However, a boom often sows the seeds of its destruction. Inflation rises due to a very high demand for goods and services, and shortages of key skilled workers leads to high wage increases. The business cycle The business cycle ■ A downturn or recession is the effect of falling demand. Read GDP growth slows (downturn) and may even start to fall (recession). Incomes and consumer demand fall and profits are much reduced – some firms will record losses and some will go out of business. The business cycle The business cycle ■ A slump is a where GDP falls substantially and house and asset prices fall. This is much more likely to occur if the governments fails to take corrective economic action. The business cycle The business cycle ■ Recovery and growth occurs when real GDP starts to increase again. This is either because corrective government action starts to take effect or the rate of inflation falls so that the country’s products become competitive once more and demand for them starts to increase. Recession. ■ ■ ■ ■ ■ What is a recession? Is a recession a good or a bad thing? Is it always bad to have a recession? How does it occur? How do businesses adapt and respond to period of economic growth and period of recession? Is a recession all bad? ■ A recession is a period of six months or more of declining GDP How business strategy could adapt to either economic growth or recession Type of producer Period of economic growth Producers of luxury • Increase the range of goods and services – e.g. goods and services • Raise prices to cars increase profits Period of recession • May not reduce prices for fear of damaging long-term image • Offer promotions Producers of normal • Do nothing – sales not • Lower prices goods and services – e.g. much affected anyway • Promotions tinned food Producers of inferior • Attempt to move goods and services – e.g. product upmarket very cheap clothing • Promote good value and low prices • Increase range of distribution outlets Progress check Business cycle Missing words The business (or t__________) cycle is the tendency in free ______________ economies for demand and output to move up and down in a wave-like motion. Between 1946 and 1981, this cycle lasted for about five years, in other words from the peak to the ____________ was about two and a half years and the upturn lasted for about the same time. Fortunately, because the underlying __________ in demand was moving ahead quite rapidly, the upturns were sharp and the downturns quite minor. Since 1980/81, the length of the upturns has increased, though the downturns have been severe. The key to the business cycle is to know that it is real, but not predictable. trend, trade, peak, market, developing Business cycle What happens in which phase of the cycle? Match 2 characteristics to each phase. Phase of the Cycle Ans Characteristics Characteristics 1. Slump A. Rising wage and price inflation W. Many new business startups 2. Upturn B. Business investment low, but not falling X. Interest rates falling 3. Boom C. Firms may be building up stock levels Y. High unemployment 4. Recession/downturn D. Import levels are starting to decline Z. Growth, but no sign of inflation yet Businesses in recession Fill in the gaps A recession can be defined as two consecutive quarters of _____________ growth in GDP (Gross Domestic Product). During a recession consumers tend toward saving rather than spending as they fear more difficult times ahead. This lack of spending means demand for most products __________ . Therefore unless firms can find ways either to cut ________ or find, new innovative ways of increasing demand, __________ also fall. In a recession, cash __________ becomes especially important, as a business can survive for many months without profit, but cannot survive for a month without cash. falls, costs, flow, profits, negative Businesses in recession State whether each statement is true or false: ■Demand for all products falls during a recession. ■A recession occurs when house prices fall. ■Consumers tend to become more price sensitive during a recession. ■Launching new brands, products or services may be even riskier during difficult economic times Response to Economic Downturn Missing words When there is a downturn in the economy, consumer spending falls and firms tend to suffer from a fall in _______________. Quickly a firm must decide on a new strategy suited to this situation. It can respond positively or negatively. If managers see a serious threat to the firm’s __________________ they are likely to respond negatively, by ____________ cutbacks and cutting ____________. Positive responses would include ways to improve competitiveness for example, increasing advertising spending, finding more creative ways to market and distribute the product and ____________________ the product from competitors. prices, staff, demand, differentiating, survival Income elasticity of demand Virtually all businesses will have greater opportunities for increased sales, profits and expansion during periods of economic growth. However the impact of growth and the rising consumer incomes that accompany it will not be evenly felt, however. It depends upon the income elasticity of demand for a product. ■ Income elasticity of demand measures the responsiveness of demand for a product after a change in consumer incomes. Income elasticity of demand = % change in demand for a product % change in consumer incomes Income elasticity of demand 1. Normal goods The income elasticity for normal goods is positive and between 0 and 1. This means that, when consumer incomes rise, the demand for these goods may well also increase, but by a smaller proportion. These tend to be essential or necessity goods, which will be brought in roughly the same quantities by consumers no matter what their incomes. Examples include basic foods and pharmaceutical goods. Income elasticity of demand 2. Luxury goods The income elasticity associated with luxury goods is positive and greater than 1. This means that, when consumer incomes rise, the demand for these goods will rise by an even greater proportion. This is because consumers may already be purchasing sufficient quantities of normal goods. Thus, when their disposable incomes rise, they are able to spend these increases on more unusual non-necessity items, such as holidays, leisure activities and consumer durables. Income elasticity of demand 3. Inferior goods The income elasticity for these products is negative. This means that demand for these products will decline following an increase in consumer incomes, but will rise when consumer incomes are reduced. Examples of these goods and services could include: ◻ Second-hand goods, such as furniture ◻ ‘economy’ own-brand food products ◻ Poorer cuts of meats ◻ Weekend breaks in own country rather than long holidays abroad Inflation and deflation – changes in the value of money Inflation is an increase in the average price level of goods and services. It results in a fall in the value of money. ■ Deflation is a fall in the average price level of goods and services. ■ Demand pull inflation- caused by too much demand on limited supply of goods. Businesses tend to increase prices ■ Cost push inflation- Caused by increased production costs. Businesses will have to increase SP to avoid loss ■ What causes inflation? Essentially, it is accepted that prices rise either because businesses are forced to increase them, since their costs are rising (cost-push inflation), or businesses take advantage of high consumer demand to make extra profits by raising prices (demand-pull inflation). Demand pull vs Cost push inflation Demand pull inflation- caused by too much demand for a product. Businesses may increase prices to generate more income, depending on the price elasticity of demand Cost push inflation:- caused by increased costs of production. Business may be forced to increase prices to avoid losses The impact of inflation on business strategy Inflation can have a number of benefits for business if the rate is quite low including, ■ Cost increases can be passed on to consumers more easily if there is a general increase in prices However, high rates of inflation, say above 5-6% per year, can have very serious drawbacks for business including, ■ Employees will become much more concerned about the real value of their incomes. Higher wage demands are likely and there could be an increase in industrial disputes. The impact of deflation on business strategy Deflation would not actually benefit most businesses because, ■ ■ Consumers would delay making important purchases, hoping that prices would fall further. This would cause a reduction in demand, which could lead to a recession. Holdings of stocks of materials and finished goods will be falling in value. Businesses will hold as few stocks as possible. This will also reduce orders for supplies from other businesses. Unemployment – definitions ■ Unemployment exists when members of the working population are willing and able to work, but are unable to find a job ■ The working population are all those in the population of working age who are willing and able to work Unemployment – causes 1. ■ 2. ■ 3. ■ Cyclical unemployment Cyclical unemployment is unemployment resulting from low demand for goods and services in the economy during a period of slow economic growth or a recession Structural unemployment Structural unemployment is unemployment caused by the decline in important industries, leading to a significant job losses in one sector of industry Frictional unemployment Frictional unemployment is unemployment resulting from workers losing or leaving their jobs and taking a substantial period of time to find alternative employment Unemployment – costs to businesses Unemployment tends to effect businesses negatively because, ■ ■ ■ ■ Unemployment reduces demand for goods and services by reducing their incomes of those looking for work Reduced demand from consumers for luxury and normal goods and services will lower the revenues and profits for these types of businesses Gov’t may increase taxes on businesses to try and pay welfare benefits - grants Unemployed workers lose skills and reduced the quality of labour force. Unemployment – benefits to businesses ■ ■ ■ Employed workers will not risk losing jobs Reduced wages, or business may choose not to increase wages at all. Businesses may attract skilled labour from regions that face high unemployment rates. Progress check B Unemployment Missing words Unemployment refers to people who are able and willing to work but unable to get a job. Governments are concerned if the unemployment level _______________, partly because it results in _________________ tax revenue and _________________ costs in social benefits. Additionally, if more people are unemployed, consumer spending is likely to _____________ as those people have less disposable ______________. This will cause a greater loss of government income. In the 2009 recession many analysts were concerned about how the government would cope with its very poor financial position. income, increasing, falling, rises, fall Unemployment True or false? ■An increase in the level of unemployment is likely to have a negative net effect on a country. ■Some businesses will benefit from increased levels of unemployment ■In times of recession unemployment is likely to fall ■Immigration always leads to increased unemployment among the home workforce ■Unemployment only falls when economic growth exceeds the rate of increase in productivity How do Governments control and impact the economy and business in a country? Governments can use: FISCAL POLICIES MONETARY POLICIES EXCHANGE RATE FLACTUATIONS Government macro-economic policy These are policies that are designed to impact on the whole economy – or the ‘macro-economy’. They mainly operate by influencing the level of total or aggregate demand in the economy. This level of demand then works through to determine the value of output of goods and services (GDP) and, as a consequence, the level of employment. Government macro-economic policy ■ Fiscal policy Fiscal policy is concerned with decisions about government expenditure, tax rates and government borrowing. These operate largely through the government’s annual budget decisions. In many countries, the government is responsible for spending (and raising in taxes) up to 40% of the GDP. The major expenditure programmes include social security, health service, education, defence and law and order. The government raises finance to pay for these schemes through taxation, and the main tax revenues come from taxation, and the main tax revenues come from income tax, value added tax, corporation tax and excise duties. Government macro-economic policy Government macro-economic policy ■ Monetary policy Monetary policy is concerned with decisions about the rate of interest and the supply of money in the economy. Monetary policy is mainly concerned with changes in interest rates, which are determined by the base interest rate set each month by central banks, e.g. the Bank of England (UK) and the European Central Bank – ECB (Eurozone). Government policy, economic efficiency and business competitiveness Government policies that aim to increase industrial competitiveness are often refereed to as supply-side policies because they aim to improve the supply efficiency of the economy. Three examples of policies that could have this effect are, 1. Low rates of income tax It is argued that, if workers and managers are forced to pay high rates of tax on any increase in income, then they will not be motivated to work hard and to gain promotion. Also, high rates of income tax will discourage entrepreneurs from setting up new businesses as they will consider that the rewards after tax do not justify the risks involved. So, reducing rates of income tax is a supply-side policy. Government policy, economic efficiency and business competitiveness 2. Low rate of corporation tax This is a tax on the net profits of limited companies after interest. High rates of this tax will leave fewer funds for reinvestment in businesses and will discourage new investments and new projects. This lack of investment will reduce the competitiveness of businesses. 3. Increasing labour market flexibility and labour productivity Labour is, of course, a key economic resource. Most governments want to use polices that will increase the skills and efficiency of the country’s workforce and encourage workers to demonstrate a strong incentive to work. Progress check C Exchange rates ■ The exchange rate is the price of once currency in terms of another ■ An exchange rate depreciation is a fall in the external value of a currency as measured by its exchange rate against other currencies, e.g. if $1 falls in value from R20 to R15, the value of the dollar has depreciated in value. (The value of rand has appreciated in value.) ■ An exchange rate appreciation is a rise in the external value of a currency as measured by its exchange rate against other currencies, e.g. if $1 rises from R15 to R20, the value of the dollar has appreciated. (The value of rand has depreciated) Exchange rates As with any price on a free market, exchange rates are determined by the forces of supply and demand. Factors that determine the demand for and supply of a currency Demand for the currency Supply of the currency • Foreign buyers of a country’s domestic goods and services • Domestic businesses buying foreign imports • Foreign tourists spending money in the country • Domestic population travelling abroad • Foreign investors • Domestic investors abroad Exchange rates fluctuations When demand for a currency exceeds supply, its value will rise. This is called an appreciation because one unit of the currency will buy more units of other currencies. Appreciation of a currency – winners The domestic firms that gain from an appreciation of the country’s currency are, ■ ■ Prices of exports increase- importers of foreign raw materials and components for whom the domestic currency cost of these imports will be falling – this increases their competitiveness Importers of foreign manufactured goods, who are able to import the product more cheaply in terms of domestic currency Exchange rates fluctuations When demand for a currency exceeds supply. Its value will rise. This is called an appreciation because one unit of the currency will buy more units of other currencies. Appreciation of a currency – losers The domestic firms that lose from an appreciation of the country’s currency are, ■ ■ Exporters of goods and services to foreign markets – these will become more expensive to foreign buyers Businesses that sell goods and services to the domestic market and have foreign competitors – as appreciation makes imports cheaper, it will make domestic producers less competitive in their own market Exchange rates fluctuations Impact of HK dollar appreciation from US$8.60 to US$10. 00 to HK$1 Importer Exporter Places an order for US$86,000 worth of Has a contract to supply HK$50,000 components from US supplier worth of goods to a US customer At the old exchange rate, this would cost HK$10,000 At the old exchange rate these goods would be sold for US$430,000 At the new exchange rate, this would cost HK$8,600 At the new rate, these would be sold for US$500,000 The importer’s costs have fallen and The exporter’s products are now less this makes the domestic business more competitive on the US market – export competitive orders are likely to be lost Other businesses that are currently buying domestic components will now be encouraged to buy US ones. Sales are also likely to be lost in the home market since firms may be able import more cheaply from the US. Exchange rates fluctuations When supply for a currency exceeds demand, its value will fall. This is called a depreciation because one unit of the currency will less more units of other currencies. Depreciation of a currency – winners The domestic firms that gain from a depreciation of the country’s currency are, ■ ■ Home-based exporters, who can now reduce their prices in overseas markets – this should increase the value of their exports and lead to an expansion of the business Businesses that sell in the domestic market will experience less price competition from importers – prices of imported goods and services are likely to rise on the domestic market Exchange rates fluctuations When supply for a currency exceeds demand, its value will fall. This is called a depreciation because one unit of the currency will less more units of other currencies. Depreciation of a currency – losers The domestic firms that lose from a depreciation of the country’s currency are, ■ ■ Manufacturers who depend heavily on imported supplies of materials, components or energy sources – these costs will rise and will reduce competitiveness Retailers that purchase foreign supplies, especially if there are close domestic substitutes – the prices of these imports will rise and the retailers may be forced to find domestic suppliers of similar quality goods Progress Check D Exchange rates Missing words The exchange rate measures the value of one currency compared to another. When the RAND increases in value, each RAND can buy more of any foreign currency. For example, if the RAND was worth $15 but then increased in value by 10%, each RAND could now buy ___________ $s. This would mean that ___________ RANDS would be needed to buy any US import, i.e. imports to the SA become ________________. Therefore the SA demand for US imports would __________. When the value of the RAND increases, this makes SA exports more __________________ and therefore demand for exports is likely to _________________ . To sum it up, a higher RAND makes SA goods ____________ competitive internationally; a weaker RAND makes SA goods ___________ competitive internationally. fewer, more, fall, less, more, cheaper, expensive, rise Exchange rates True or false? ■The value of a currency rises with inflation ■The Japanese currency is called the Wan ■If the pound depreciates, this will make UK exports cheaper for foreign importers ■Increasing interest rates tends to strengthen the value of the domestic currency A2 External influences on business behaviour: Multiple Choice What is real GDP? a a measure of an economy’s rate of inflation b the total value of exports less imports of an economy c the total value of goods and services produced in an economy in one year, adjusted for inflation d the value of household consumption in an economy in one year A2 External influences on business behaviour: Multiple Choice Which of the following is not a factor that leads to economic growth? a technological progress b an increase in the working population c an increase in investment d an increase in the rate of inflation A2 External influences on business behaviour: Multiple Choice What is an economic recession? a two successive quarters of declining real GDP b the recovery phase of the business cycle c two successive quarters in which inflation is falling d any time period in which GDP declines A2 External influences on business behaviour: Multiple Choice During a recession, which of the following businesses is least likely to see a drop in its sales? a a business selling inferior goods b a business selling luxury goods c a business selling goods which have a high income elasticity d a business selling normal goods A2 External influences on business behaviour: Multiple Choice What is inflation? a a period of time during which the purchasing power of money increases b a fall in the average price level of goods and services c a fall in the purchasing power of money d the value of output of the economy A2 External influences on business behaviour: Multiple Choice Which of the following is an example of cost−push inflation? a an increase in demand in the economy causing an increase in prices b an increase in the price of imported commodities due to a reduction in world supply c an increase in the real value of the output of an economy d a reduction in interest rates A2 External influences on business behaviour: Multiple Choice When is an economy most likely to suffer from demand–pull inflation? a during an economic recession b when there is a rise in the value of a country’s exchange rate c when interest rates rise d during an economic boom A2 External influences on business behaviour: Multiple Choice What is the cause of cyclical unemployment? a workers being between jobs b a low level of aggregate demand c technological progress d a shift in demand causing a decline in important industries A2 External influences on business behaviour: Multiple Choice The following data relate to the Indian economy: Year Consumer price inflation (percentage annual change) 2002 4.3 2003 3.8 2004 3.8 2005 4.2 2006 6.2 2007 6.4 Which of the following statements about inflation in India is true? a Prices fell between 2002 and 2003. b Between 2002 and 2007 prices rose by 28.7% in total. c Consumer prices have been volatile. d Consumer prices have risen each year during the period. A2 External influences on business behaviour: Multiple Choice In 2018, there was a depreciation of the UK’s currency (sterling) against that of the euro (used in the eurozone countries in the European Union). Which of the following is a consequence of that depreciation? a UK exporters will become more price competitive in eurozone countries. b UK importers will pay less for goods and services imported from the Eurozone. c There will be a reduction in inflationary pressure in the UK economy. d Tourists from the UK visiting countries in the eurozone will benefit from the increased spending power of sterling. A2 External influences on business behaviour: Multiple Choice Which of the following is an example of a contractionary fiscal policy? a an increase in interest rates b a reduction in interest rates c an increase in income tax d an increase in government spending A2 External influences on business behaviour: Multiple Choice Monetary policy is concerned with: a decisions about government spending and taxation in the economy b decisions about interest rates and the supply of money in the economy c decisions about government spending alone d decisions about interest rates alone. A2 External influences on business behaviour: Multiple Choice A government wishing to reduce inflation within the economy would be advised to: a increase government spending b reduce taxation c increase the supply of money d increase interest rates. A2 External influences on business behaviour: Multiple Choice A reduction in interest rates is most likely to lead to which of the following economic outcomes? a an increase in consumer spending b an increase in unemployment c an increase in the value of the exchange rate d a reduction in the rate of inflation Other Economic issues Taxation on products VAT Subsidies and incentives Training of youth/workforce