Costs: There are many factors that can affect the cost decisions for Coke. Two examples are economic and natural forces. With the economic factor inflation increases the price of production. So Coke has to raise the price. With the price increase they have the problem of losing customers. Coke is a desired product not a necessity. For example in 2002 a 2liter of coke was 99 cents which compare to today its up to $1.98