PROJECTION MODELS FOR U.K. FOOD AND AGRICULTURE*

Successful policy planning depends to a large extent on being able to predict the consequences of alternative measures. In the case of agriculture, it is important to know how the future pattern of supply and demand in this sector will be affected by government action on specific issues such as farm price support, and by expected trends in macro-economic variables such as national incomes and population. This paper illustrates the application of a model of U.K. agriculture to the projection of changes in the production and consumption of food and agriculture products between now and 1975. The demand projections show the effect of important levies, and of joining the E.E.C, on future expenditure on food, while the supply projections show how the output of a number of agricultural commodities will be affected by adjusting farm prices towards E.E.C. levels.     

Using Limited Information to Support the Decision to Launch a New Product in the Fruit Juice Market: A Teaching Case Study

Fresh Juice Incorporated (FJI) is in the process of determining whether it should launch a new fruit juice, Genetically Enhanced (GE) Juice. The GE Juice meets consumers' demands for a tasty, nutritious product and it would be the first new juice product in the last fifteen years. Before FJI decides to launch GE Juice, it must analyze the uncertainty surrounding market size, market share, and price of GE Juice. Finally, if FJI decides to launch GE Juice, then they must decide if they will bottle the juice themselves or outsource this process. This case teaches students how to discuss the strategic implications of launching a new product and develop a net present value and financial feasibility simulation model given limited information.