Analysis of Transport Marketing Strategies Adoption: A Case of Commercial Transport Company in Nigeria

The study examines the transport marketing strategies adopted by commercial transport company in Nigeria and the challenges encountered in their implementation. A descriptive crosssectional survey was conducted on 181employeesof the selected transport company. Simple random sampling was used to select participants from the company terminals across Lagos State. A structured questionnaire was used to collect data which was analysed using descriptive statistics. Results show that the selected transport company uses different strategies, including digital marketing and partnerships, but it faces problems like high competition, financial limitations, and seasonal demand fluctuations. These findings suggest the need for better financial planning, more adaptive marketing, and more effective service delivery. Policy implications include encouraging technology-driven marketing and financial support to transport companies. The profitability of marketing strategies and customer-centric perspectives should be further researched. This study contributes to understanding the dynamics of transport marketing and operational challenges in the Nigerian transport sector