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Anti Competition

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Price Fixing

Describe the situation and the product. What was the impact on prices, quantities, consumers, etc. On 18 April 2007 The European commission had made a decision that Heineken, Grolsch, and Bavaria constituted a cartel between 1996 and 1999 to arrange price fixing. The product involved in the case was for the most part premium beer, but there were some instances where the suspicion carried onto the cheaper own-labels too (Kamp). The impact on consumers was tremendous because these three breweries hold almost 90% of the beer industry in Holland.

Describe how price fixing arrangement was made – i.e. how did the firms plan to enforce the arrangement? The arrangement was made in the series of meetings between the top management of the three companies. They were operating more like a cartel than a three separate companies. They planned to control the supply and demand of the beer in order to maintain the desired level of prices. They tried to focus their profit control in the bars and supermarkets.
How did the government determine that the firms were involved in price fixing? Based on the market conditions the EU commission noticed something unusual is going on. For that reason they have watched closely to the price changes and changes in supply in the demand. Soon after they have encountered evidences that the top management of the three biggest breweries were meeting on a regular basis and were operating a price fixing cartel (Kamp). In addition, InBev blew the whistle and avoided rigorous fines and penalties. They provided decisive information about the cartel in the period from 1996 to 1999. The brewers controlled 95% of the Dutch market, with Heineken claiming a half and the three others 15%

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