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. DC: ACD01-F004

The marketing executive's decision was correct.

Explanation:

It is essential for the success of the new transport business, that there is recognition between the essential differences between the businesses and that it is necessary to implement new marketing strategies in order for the company to be well positioned and competitive in the market. Therefore, the marketing mix can be understood as a set of elements that will lead a company to achieve its objectives and goals through the consistent alignment of marketing strategies considering the essential variables for every business regardless of its sector.

The marketing mix comprises price, product, place and promotion, when a company develops strategies for each of these variables it is able to better understand the systems that lead to a good positioning of its business, satisfaction and value creation for its potential audience.

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