Coca-Colas New Vending Machine Case Study Example | Topics and Well Written Essays - 250 words

Coca-Colas New Vending Machine - Case Study ExampleI would recommend Coca-Cola to follow value discrimination strategy in such cases as (1) different customer groups (lower scathes for students and higher prices for business organizations) and (2) when a customer buys high quantities of a product. Pricing is a sensitive and complex decision area affecting sales, costs, and profits for both industrial and consumer goods. For consumers, price reductions and increases have symbolic meanings. A customer may bloke a price reduction with a reduction in quality, the anticipation of new models, or even lower prices or poor market acceptance. higher(prenominal) prices may indicate better quality, a good image, and good value (Das Narayandas 2000).Price discrimination is effective tool when it is applied to each individual consumer. For instance, if a buyer is willing to pay more for a product and receive exceptional quality, he/she should pay more. The second situation when Coca-Cola can f ollow price discrimination is when a customer buys products in large quantities. For instance, price reductions can be proposed to repeat customers and loyal customers. The third case when price discrimination is justify is when the company serves different customer groups.