Real-World Examples

Reasons for Merger/Acquisition

Kraft & Cadbury Merger
Revenue Advantage through Complementary Strengths: Kraft has a strong presence in countries like Brazil, China and Russia, countries in which Cadbury’s presence has lagged behind. Conversely, Cadbury would give Kraft an instant foothold in India, where it has been almost absent. Therefore the markets for both Kraft and Cadbury products can increase, increasing total revenues beyond just the sum of their revenues before the merger.

Cost Savings: This merger would allow the combined company to reap significant internal economies of scale through the streamlining of production processes, reduced advertisement costs and reduced expenditure on administrative services. Such cost and revenue advantages are key factors motivating Kraft’s decision to acquire Cadbury.


Policy to tackle under-consumption of Merit Goods (Education) due to High Income Inequality

Financial Assistance for low-income families
Low-income Families with Gross Household Income (GHI) not exceeding $2,500 per month are eligible to sign their children up for the Financial Assistance Scheme (FAS). Under the FAS, students get to enjoy subsidised school and transportation fees, free textbooks and school attire. This increases the affordability of education in Singapore, effectively tackling the underconsumption of pre-tertiary education in Singapore that is caused by high income inequality.


Successful Liberalisation in Singapore

Retail Electricity Market
The Energy Market Authority (EMA) has progressively opened the retail electricity market to competition. Since 2001, steadily more consumers have been handed the freedom to switch from buying electricity at the regulated tariff from SP Services to buying from an electricity retailer which offers packages with different price plans. As a result, the number of electricity retailers has surged, from seven in 2013 to the twenty five in 2017- a number that continues to grow. Increasingly, consumers are introduced to a wider variety of options. Incumbent firms are also opting to produce green electricity, which incurs lower production costs in the long run. Rates for consumption during off-peak hours have also been reduced, allowing consumers to enjoy cheaper prices. These firms are now more incentivised to innovate as well, given the rising level of competition.


Market-Oriented Supply-Side Policies

In February 2012, Greece implemented a 22%-cut in the minimum wage. This move lowered labour costs, helping to increase the Short-Run Aggregate Supply of the Greece economy.


Tariffs & Import Quotas

To protect domestic sugarcane and sugar-beet farmers, the United States imports sugar under a system of tariff-rate quotas (TRQ). A TRQ is a two-tiered tariff for which the tariff rate charged depends on the volume of imports. A low-tier (in-quota) tariff is charged on imports within the quota volume. A high-tier (over-quota) tariff is charged on imports exceeding the quota volume. Almost all raw cane sugar, refined sugars and sugar syrups, and sugar-containing products are imported under TRQs for those products.


Policy to tackle Negative Externality of Traffic Congestion arising from use of Cars – Free Public Transport

At the beginning of 2013, the capital of Estonia, Tallinn, introduced free public transport for the city to curb its problems of growing traffic congestion. To enjoy these free public transport services, one has to be registered as a resident, which entails yearly payment of income taxes to the state, part of which is used to fund these public transport services. Consequently, Tallinn residents are encouraged to switch from the consumption of private cars to the consumption of public transport services.


Adverse Effects of Persuasive Advertising & Policy to Address it

Formula milk manufacturers have been engaging in persuasive advertising by building up "premium" images to entrench consumer loyalty. They continuously introduce new ingredients that purport to - among other things - boost mental development and vision. Much of these claims, however, are not scientifically backed up. As a result, Singapore has seen soaring formula milk prices and consumer welfare has been increasingly exploited. In response, the Agri-Food and Veterinary Authority of Singapore will pass a legislation to prohibit labels on formula milk from making nutritional health claims, and ban idealised images. The Health Promotion Board (HPB) will also launch a public education campaign to clarify the nutritional needs of children, lowering the susceptibility of consumers to misinformation.


Policy to tackle Moral Hazard and related problems

Health Insurance schemes in Singapore may be inducing overconsumption. Firstly, it removes the incentive for consumers to limit consumption levels to only what is necessary. This is related to the moral hazard problem which occurs when the costs of one's actions are borne by another party. Secondly, as consumers have little financial incentive to question the care they receive when it is covered by their health insurance, physician-induced demand -- where doctors take advantage of patients’ lack of medical knowledge to provide them with more care than necessary, or to charge a higher fee -- is being facilitated. To address this issue, the government has introduced a co-payment system for healthcare insurance, where new Integrated Shield plan riders have to bear a minimum of 5% co-payment. This creates a disincentive for overconsumption, as insured consumers will now have to bear a proportion of the cost of healthcare consumption.

These are samples of what Mr Hong provides to his students. School teachers who would like to use them can submit a request to Mr Hong.