2 Pages

Optional Final Exam Essay

Forget Gold, the Gourmet Cupcake Market is Crashing, Emily Maltby and Sarah E. Needleman, Wall St. Journal, April 17, 2013: http://online.wsj.com/news/articles/SB10001424127887324345804578425291917117814?mod=WSJ_hp_mostpop_read

Write a two page, double spaced essay that addresses the following:

Provide a summary of the article.

How did the cupcake market grow so fast?

What market structure best characterizes the industry? Be sure to consider entry barriers.

What are some of the challenges in maintaining a profitable cupcake operation?

What advice might you offer to current owners of firms in this industry that are struggling? Please note that not all of them are struggling! Do you have any ideas for those who are having difficulties? How could they remain profitable?