Final answer:
No, it would not be advisable to raise the hot chocolate prices at Alta.
Step-by-step explanation:
No, you would not raise the price of hot chocolate at Alta. According to the information provided, your product is the same as the products offered by other firms in the market. If your price is higher than that of your competitors, customers would switch to them and stop buying from you. This would result in a loss of sales. Therefore, it would not be advisable to raise the hot chocolate prices.