but deflation is triggered by companies lowering their prices.
its not that deflation comes first, then all this jobs/loans stuff happens as a consequence.
the price came down, by design of the companies, then it was seen as deflation.
example:
The price of cornflakes came down. This meant the cost of living went down.
This was seen as deflation.
Its ALREADY happened. (the price of cornflakes coming down)
Companies will continue to sell their cornflakes at a slightly lower price.
How does this mean jobs will be lost, or loans become expensive?
Consider why would company reduce price.
- To sell more
- To beat competition
- Cost of production falls and it passes some of it to consumer
- Demand falls, reduces prices to get rid of old stock
Either way... here is an example...
Year1 - Factory sells goods X for £100
Year2 - Factory sells goods X for £105 in Year-2 (inflation 5%) &
- Marginal Revenue > Marginal Cost thus
- Borrows £100K over 5 years at 6% interest to buy 2nd machine to double output.
Year3 - Factory sells goods X for £115.50 in Year-3 (inflation @ 10%) &
- 2nd Machine installed and running at full capacity. Business continues expansion.
Year4 - Factory sells 75% of goods X for £115.50 (25% of goods X goes into inventory storage) Slow down in demand.
Year 5 - Factory can only sell 50% of goods X for £110.0 (50% goes into inventory)
- ROI less than forecast. Variance between budgeted and actual returns.
Year 6 - Factory is heavily discounting to shift inventory stock and cuts production. Can only sell 60% of goods X for £95.00.
Factory margins now squeezed but still have to service loan £100K at 6% interest over another 3 years.
Price of good X fallen - good for the man on the street. We have deflation. Factory has to produce more to make up monies to service same debt.
However, factory now cuts production and lays off workers.
Let's say factory is big employer in town and layoffs reduces towns disposable income effecting local business. Prices have fallen but so business now slowed down and layoffs and wage freezes.
Now multiply this across the UK, continent and the globe.
Hope it makes sense.
Play it out again with let's say continued and rising inflation. Company makes more money and produces more as prices rise increasing revenue over cost of production. Likely to buy third machine. Invest and hire more labour.
Etc etc...
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