The percentage of Americans who drink coffee was the same in 1995 (50%) as it was in 1985. But the type of coffee that Americans purchased shifted during that time. Growing at a rate of 7-10% per year, by 1995 the number of coffee drinkers who purchased coffee beans rather than ground coffee reached 20%. However, rather than change their product mix to reflect the market, Maxwell House, Folgers, and Nestle cut prices. www.kraft.com Maxwell House cut its price per can of ground coffee by $0.30 in 1995. www.pg.com Required: What factors and issues do you think Maxwell House weighed in making this www.nestle.com decision? TYK-1