During a recent 10-year period, the percentage of Australians who drank coffee was constant at 50 per cent. But the type of coffee that Australians purchased shifted during that time. Growing at a rate of 7-10 per cent per year, by the end of the 10 years the number of coffee drinkers who purchased coffee beans rather than ground coffee reached 20 per cent. However, rather than change their product mix to reflect the market, Kraft Foods and Nestle cut prices on their Maxwell House and Nescafé coffee. Kraft Foods cut its price per tin of Maxwell House ground coffee by \(\$ 0.30\). Required:

What factors and issues do you think Kraft Foods weighed in making this decision?