Company: Yuma Puma Energy Drink "The Price is Heating Up" Due Week 8 (3/12/18) Topics to consider: Pricing, Ethics, Technology, Public Relations Case: We have been offered technology for our vending machines that will incorporate a computer chip that reads the outdoor temperature and then raises prices on hotter days and increases for late-night hours. It is extremely easy to incorporate into our mobile vending machines as well as the permanently placed. If implemented it would generate an extra million dollars in revenue. Strategy Issues: • Should we employ this strategy? • Are there ethical risks? • Should we deploy the technology at all machines? • Is there potential backlash and could it be managed?