All the above mentioned pricing strategies will be beneficial for the successful business of coffee by a company. Even any combination can be made and used by the company for the maximization of profits and increasing the market share by the company. A company has to formulate its pricing strategies with the help of various tactics such as: Survival based pricing objective of lowering the prices of a product incurs losses for a company for a short term but it is necessary for long-term viability of the company. The pricing strategy should increase direct and indirect profits to the company but the main emphasis is on increasing the profitability of the company in the long-run (Popescu, 2007). Sales objectives determine the prices which increase the total sales of the company in a particular period of time and it also helps in increasing the market share of the company. Maintain status quo and market share of the company is based on the tactical goal of the company by increasing the competition in market on other factors except the prices of the product and maintain the market share of the company (Steg, 2009). This tactics results in stabilizing the demand of the products of the company.