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Installment 7: THE ICE CREAM CASE image - Coggle Diagram
Installment 7: THE ICE CREAM CASE
Market Definition
SSNIP TEST
:silhouette: switch by 5-10% price increase?
Identical products for :silhouettes:
Same market
Impulse ice-cream, craft-trade & industrial scooping
Differences in the way ice cream is produced or distributed are irrelevant
Market Power
Sales of Craft-trade ice-cream = Industrial impulse sales
Market definition impacts market shares
Foreclosing Effects
Barriers
Fixed sunk costs
Marketing strategies
Exclusive Agreements
Summary
Investment in infrastructure
Exclusive Agreements as barriers to entry
Duopoly
Umbrella branding
Market definition: not include craft-trade ice-cream was relevant
