The major beverage companies, however, lack technological innovation, knowledge of both toll systems and drivers' needs, and relationships with toll authorities. While concessionaires do have relationships with toll authorities, their ability to leverage these relationships to block an agreement between Momentex and a toll authority is debatable. Momentex's meetings with toll authorities indicate that often the toll authority and concessionaire have tenuous relationships 16 . Momentex considers entry by Host Marriott, the largest concessionaire, unlikely, as it has stated that toll roads are not its focused area for growth 17 . For further details, refer to the Company and Competitor SWOT Analysis appendix for a comparison of competitor strengths, weaknesses, opportunities and threats.
Consumers are the ultimate users of the service.
The rate of return on investment and consumer demand will drive the purchase decision of collaborators. Rather than creating new beverage consumers, Momentex will provide existing beverage consumers with a new, more convenient channel to purchase beverages. The marketing challenges are providing the right products at the right price and educating consumers on how to use the service. To create this draw, Momentex will offer popular beverages and install signage along toll roads to trigger thirst. To optimize beverage selections, Momentex has conducted market research and understands what its target market prefers.