cameroon gce A level 2024 marketing skills 3

cameroon gce A level 2024 marketing skills 3

cameroon gce A level 2024 marketing skills 3

General express is a transport and logistics company operating in Cameroon for some years now. Mr. Betrand,
the manager thinks that carrying out promotion is a waste of resources. The company is facing a decline in the
sales of tickets due to poor customer service, limited promotion, stiff competition and bad reputation created by
drivers with regards to their regular involvement in road accidents. Madam Biya, an ’erhployee working in the
same organization advised the manager to extend the business to Gabon, Nigeria and Congo, by structuring the
marketing department into a market –based structure, taking into consideration the international branches and to
also carry out corporate social responsibility activities in the–comnujniticsiin which they operate. She added that
marketing plays an essential role for the sales performance of a firm. Mr. Betrand believes in the option that
exploiting foreign markets might be a good strategy to solve the problem ol low sales laced in the domestic
market. He decided to send Mr. Obi, the sales manager to Gabon and Nigeria to study the possibility tor the
company to create agencies over there. After two months of studies, Mr Obi reported to Mr; Bertrand .stating that
the business environment in Cameroon and Nigeria fs‘better than that of Gabon for the company because
Cameroon and Nigeria have a bigger market. Mr. Obi advised that they should diversify their business . line to
include fashion wears for men and women in order to increase their revenue base. The company intends to
position its fashion brands based on personality, benefit, quality and price. I o overtake its competitors in Nigeria,
the company adopted the attacking strategies such as; frontal attack , the bypass attack, and Hank attack.
*r
(a) Advise the manager on the importance of marketing to the success ol General
Express.
(b) Examine three types of attack strategies General Express can use to overtake its competitors in the
Cameroonian market.
(c) With the aid of a diagram, present a market based structure used by General Express within Cameroon
market.
(8 marks)
(6 marks)
(6 marks)
(d) Describe four ways General express can use to enter the Nigerian market (8 marks)
(e) Describe any four product positioning strategies General Express will use in the Nigerian market. (6 marks)
(0 Identify and explain any three reasons why the company is facing a decline in sales as per the text above.
(6 marks)
The telecommunication industry in Cameroon started with CAMTEL, Orange , and MTN S.A. The coming of
Nexttel Cameroon S.A puts a serious threat to orange and MTN in the market. To react to this new design of
competition in the Cameroonian market, MTN introduced promotional programs like Yamo , Kolo data and
others to meet up with consumers current needs for cheaper data and free SMS. Most customers in Cameroon
have adopted MTN products because they are easily understood and they can manage their data themselves. The
management of MTN ordered for a market study to find out why their latest promotion, Kolo is the most
Preferred option by the youths despite the high price compared to Yamo. T his knowledge will help the manager
to understand the market orientation that are operating within Cameroon (production ,product, sales , marketing,
relationship marketing and societal marketing) and to plan.its marketing program better while understanding the
components to include in the summarized marketing plan. MTN has enjoyed great success in investing in many
countries in Africa and for this reason it has brought cheaper telecommunication network to Cameroon and
Africa. The Cameroonian consumer have massively adopted the MTN brand although they still have different
types of buying behavior towards the brand, and the company is doing well in the Cameroonian market. The
manager has also invested much in social corporate responsibility towards company’s environment.
2.