
ENGR.ECONOMIC ANALYSIS
14th Edition
ISBN: 9780190931919
Author: NEWNAN
Publisher: Oxford University Press
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Transcribed Image Text:The following are excerpts from the article: Stirring the Pot . $80 Coffee
Beans – Yikes! Bangor Times. May 22nd, 2016.
“ The Third Wave in coffee refers to the growth of small, independent coffee
roasters who developed as an alternative to Starbucks when that company grew
and disaffected coffee drinkers looked for alternative sources for their caffeinated
drinks."
"...companies of this type provide a relatively small clientele with great tasting
coffees and verified attributes in the sourcing of coffee beans- organic, shade-
grown, bird friendly, direct trade (it's better than fair trade), single-farm sourced,
etc".
"For a Third Wave coffee company,
the goal is to satisfy existing consumer
interest or create new consumer interest in attributes that its customers believe only
that company can offer."
"...firms are always trying to create new and better differentiation to set
themselves apart from those who have been successfully earning monopoly
profits. This very phenomenon is seen as Third Wave coffee companies
differentiated their brands from Starbucks as it grew beyond its original ethos as a
brand."
a. Which market structure can be best used to describe a Third wave coffee
industry?
b. Describe three characteristics of the market structure you identified in part a.
c. Illustrate (graphically) and explain the short-run and long-run equilibrium
positions of a Third Wave Coffee company.
d.
cuss two methods of price discrimination that a thi
wave coffee company
may use.
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