Report for Coca Cola Case: Problem: 1. Whether Coca cola should introduce the concept of vending machines that charges different price during different weather? 2. What did Coca Cola do right? What did it do wrong? How would you do it? 3. What is price discrimination and when does it work? Decision Analysis: Coca cola plans to introduce the concept of price discrimination in its market through vending machines that will charge different price according to weather. Price …showed first 75 words of 986 total…

…showed last 75 words of 986 total…higher prices in summers" *<Tab/>The consumers must be educated with the benefits of Price discrimination, that it increases the overall efficiency. Also their perceptions must be modified with respect to the company being opportunistic and taking advantage of its dear customers. *<Tab/>The price variations should not be too high. Since the demand is high, even slight increase in prices will take care of the profits.