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Pricing Strategy: Juvinatar Beverages pricing decision represents a challenging task as it is influenced by many internal and external factors and therefore must be thoroughly analyzed. Externally, the company does not intend to match the prices of the big energy drinks producers such as Pepsi Co. or Red Bull Gmbh, instead the focus will be on the unique characteristics of the products making it a premium good. Therefore, targeting a niche market of health concerned consumers will allow Juvinatar to be competitive while still pricing its product higher than its major counterparts. Another external factor to consider will be the consumers sensitivity to price. Even if students typically have an elastic price sensitivity (meaning that the...