Advanced Transport Marketing Exam Paper

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Décision de création et d’ouverture N
o : 24-04344/L/MINESUP/SG/DDES/ESUP/SDA/NS du 11 JUIN 2024
Web: WWW.IUGO.Academy // mail: [e-mail]
Tel : [phone]// 675 21 36 43// 658 27 47 87 // 651 52 01 27
A Iugo, Osez l'excellence et bâtissez votre avenir Professionnel !
Total Marks: 100
Instructions to Candidates
 Answer Question 1 (Compulsory) and ANY TWO (02) other questions.
 Answers must demonstrate strategic marketing analysis and application to transport
services.
 Use practical examples from transport and logistics sectors, preferably within Cameroon
or Africa.
 Structure your answers clearly and support arguments with relevant concepts.
QUESTION 1: COMPULSORY CASE STUDY (40 Marks)
Case Study: Market Positioning of a Transport Company in Cameroon
TransCam Mobility Ltd is a transport company operating intercity passenger and parcel services
between Douala, Yaoundé, Bafoussam, and Garoua. Despite having a reliable fleet and
competitive pricing, the company is losing market share to new digital transport platforms and
informal transport operators.
Management has identified several marketing challenges:
 Weak brand visibility and limited advertising campaigns
 Absence of digital booking and mobile payment systems
 Poor customer relationship management
 Lack of market segmentation strategy
 Inconsistent service experience across branches
 Limited differentiation from competitors
The company intends to redesign its marketing strategy to strengthen its competitive position.
Required
a) Analyse the main marketing problems affecting TransCam Mobility Ltd. (10 marks)
b) Conduct a transport service market analysis, identifying target customer segments and their
expectations. (10 marks)
Master’s degree du 7eme Semestre/7th Semester Exam
Enseignant / Lecturer:
Niveau/level : 4
Année Académique/Academic Year 2025-2026
Spécialités/speciality :LOGISTICS AND
TRANSPORT ENGINEERING
Durée/Duration : 2 Hours
Session : NORMALE
UE/course Code: UE/course : ADVANCED TRANSPORT MARKETING

2 | P a g e
Décision de création et d’ouverture N
o : 24-04344/L/MINESUP/SG/DDES/ESUP/SDA/NS du 11 JUIN 2024
Web: WWW.IUGO.Academy // mail: [e-mail]
Tel : [phone]// 675 21 36 43// 658 27 47 87 // 651 52 01 27
A Iugo, Osez l'excellence et bâtissez votre avenir Professionnel !
c) Propose an advanced transport marketing strategy including positioning, service differentiation,
and communication tools. (10 marks)
d) Recommend four marketing performance indicators (KPIs) to evaluate marketing effectiveness.
(10 marks)
QUESTION 2 (30 Marks)
Discuss the specific characteristics of transport services marketing and explain how they differ
from marketing physical goods.
Your answer should include:
 Service intangibility
 Perishability of transport capacity
 Customer experience management
 Pricing and demand management
 Service quality perception
QUESTION 3 (30 Marks)
Explain how modern marketing tools can improve transport competitiveness.
Discuss the role of:
 Digital marketing and social media
 Customer Relationship Management (CRM)
 Branding strategies
 Service innovation
 Online distribution channels
Provide examples relevant to African transport markets.
QUESTION 4 (30 Marks)
Transport companies operate in highly competitive environments.
Critically analyse how marketing strategies can support:
 Customer loyalty development
 Competitive differentiation
 Revenue optimisation
 Expansion into new transport markets
Illustrate your answer with practical examples.
END OF EXAMINATION