Special Group, a company involved in the production and
distribution of water and carbonated drinks has recently decided to
venture into the transportation business. As the marketing
executive tasked with the responsibility of overseeing the planning
and execution of this new venture, explain to the management of
Special Group how the transport business differs from the drinks
business in relation to its characteristics, detailing what unique
marketing strategies and marketing mix decisions shall be adopted
in ensuring its success.
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