cameroon gce advanced level 2025 marketing skills 3

1. MTN Cameroon – Navigating a Competitive Telecommunications Market

MTN Cameroon is a leading telecommunications provider that not only focused on offering innovative voice and data solutions, but has also embraced a comprehensive approach to doing business. They operate in an industry characterised by intense competition primarily from competitors such as Orange Cameroon SA and CAMTEL SA. MTN has had to differentiate itself through a mixture of strategic marketing initiatives and corporate social responsibility (CSR) efforts.

Recognising the importance of community engagement, MTN has invested in a range of CSR activities, such as educational programmes, health initiatives and environmental campaigns. These efforts are designed to benefit customers, suppliers, employees and the wider community, thereby enhancing the company’s brand image and contributing to increased market share. MTN’s product positioning strategy focuses on emphasising quality, competitive pricing, and a suite of attractive features that meet local customer needs. The company’s marketing mix also incorporates robust after sales services, including installation support, delivery, customer training, maintenance and repairs, which help to differentiate its services in a competitive market.

At the branch level for example, the Kumba branch manager ensures that customer service is not merely reactive but proactive. Pre-sales activities such as personalised consultations, product demonstrations, and warm receptions (often accompanied by a cup of coffee) are routine. This customer-centric approach is supported by a culture of responsiveness and empowerment, where rapid problem resolution and customised solutions are prioritised. In addition, as a market-oriented firm, MTN continuously adapts its strategies by keeping a close eye on competitors, staying integrated with the latest market research and identifying emerging customer needs. On the international front, MTN reviews and adapts its marketing strategies between globalisation, localisation and glo-localisation in order to maintain competitiveness and ensure relevance in diverse markets.

Questions:

a) Identify TWO competitors of MTN in the Cameroon market. (3 marks)

b) Examine THREE factors through which MTN contributes to the betterment of the community in which it operates. (6 marks)

c) Explain FOUR product positioning strategies used by MTN’s competitors. (6 marks)

d) Identify FOUR after-sales services offered by the MTN branch manager in Kumba. (4 marks)

e) Identify FOUR characteristics of a market-oriented firm. (4 marks)

f) State and explain THREE different international marketing strategies that MTN could utilise. (6 marks)

g) Describe THREE benefits of customer loyalty in the context of the telecommunications industry. (3 marks)

h) Examine THREE factors responsible for the intensive competition in the Cameroon telecommunications market. (6 marks)

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2. Randy Logistics – Steering Through Global Freight and Supply Chain Management

 

Randy Logistics is one of Cameroon’s premier freight forwarding and logistics companies with a significant global presence. Backed by a team of experienced professionals, the company manages complex supply chains across continents and offers core services such as air, ocean and land freight, warehousing and ship chandelling.

Despite operating in an environment where many assume that large companies in developed economies do not rely on marketing, Randy Logistics demonstrates that marketing is crucial for every organisation. The firm’s marketing approach is influenced by a variety of factors; interpersonal, individual, situational, environmental and organisational, that shapes the buying behaviour of its corporate clients. Customers derive value from the company’s services not only in terms of time and place but also through the benefits of enhanced possession, improved product form, task performance and corporate image.

In a highly competitive market that features structures ranging from monopolistic to oligopolistic competition, Randy Logistics actively counters rivals by leveraging its superior resources and capabilities. Its transportation services are a key differentiator, utilising a range of transport modes that include road, rail, air and sea to move goods efficiently. Additionally, the company adheres strictly to government regulations, pays taxes promptly and embraces ethical practices, thus upholding its social responsibilities and ensuring the welfare of its stakeholders.

Questions:

a) Examine FOUR factors that influence organisational buying behaviour. (6 marks)

b) Elaborate on FOUR different types of utilities that Randy Logistics delivers to its customers. (6 marks)

c) Briefly explain THREE different modes of transport utilised by Randy Logistics. (6 marks)

d) Describe TWO ethical responsibilities that Randy Logistics has towards the government. (6 marks)

e) Examine FOUR micro environmental factors that may be favourable for Randy Logistics. (6 marks)