Which of the following is a reason why Kents suggestion is not a wise decision for Coke?

Was given the following problem to answer. I believe #c is the correct answer but wanted a second op Show more Was given the following problem to answer. I believe #c is the correct answer but wanted a second opinion. In a recent earnings call a teleconference call to shareholders in which the CEO reports and discusses quarterly earnings per share Coca-Colas CEO Muhtar Kent bragged about winning market share from rival beverage company PepsiCo. However rising sugar costs in 2011 are forcing Coke to raise soft drink prices by 3 to 4 percent and this could undermine Cokes market share gains if Pepsi does not also raise its soft drink prices. The Wall Street Journal (April 27 2011) reports that in an effort to continue winning the market share battle Kent plans to maintain relatively low prices in soft drinks by raising prices disproportionately higher in other categories such as fruit juices and sport drinks. The WSJ raises the concern that winning market share may come at too great a financial cost. Which of the following is a reason why Kents suggestion is not a wise decision for Coke? Select one: a. Kent should ignore the change in Cokes costs (due to the rising sugar prices) and just match any price change of Pepsi even potentially keeping prices the same if Pepsi doesnt change its prices. Since the products are such close substitutes Coke will maximize its profits by keeping its price as close as possible to Pepsi regardless of its own costs. b. Kent is choosing to raise prices in juices/sport drinks when he should be pursuing low prices in all beverage categories. The company will maximize its profit by gaining market share in both soft drinks and juices/sport drinks. c. The pursuit of market share neglects the MR = MC rule for pricing so Coke would not be maximizing its total profit under such a strategy. d. Since the beverages are such close substitutes and since rising sugar costs are pushing up prices of soft drinks Kent should also raise prices of juices/sport drinks not lower them. The rising costs in one drink category should lead to increased prices in all drink categories if Coke wants to maximize its profit. Show less

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