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ARTICLES

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Market Analysis: The Patient Flow Model

When pharmaceutical marketers think about analysing the competitive environment within which they are operating, the focus tends to be on specific quantitative aspects such as market shares and market growth. Whilst a thorough understanding of these areas is critical,...

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Case Study: Marketing on a Shoestring

Towards the end of last year, The Cape Marketing & Consulting Company was retained by a guest lodge, AshDen Lodge in South Africa, to help them raise their profile amongst local and international travellers to the Mafikeng area.   Now, the hospitality sector is not a...

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Case Study: Restructuring a Marketing Department

A few years ago I was working with an organisation that was undergoing a significant restructure.  Although the restructure affected the entire organisation, it had a particular focus on the marketing department. Coincidently, at the time, I was in the process of...

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When less is more…

I recently met up with a former colleague, let's call him Rob, for a beer and a chat during one of his very rare moments of downtime in his busy travel schedule. Now Rob is the global marketing director for a brand that has launched into one of the most competitive...

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Marketing & The Art of Flyfishing

For my sins, I have been a fairly fanatical flyfisherman ever since moving to Jo’burg in the early 1990s.  Now, I had been fishing with my father since I was old enough to hold a fishing rod and have wonderful memories of days spent with him on various Eastern Cape...

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Global Brands: Standardisation or Adaptation?

Over the past decade or so we have seen an almost unprecedented expansion into new developing markets as China, the BRIC countries, South East Asia and Africa have all opened up to Western companies.  This global expansion has resulted in European and American...

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Global Brands: Advantages & Pitfalls

Technology, particularly transport and communications technology has made the world a far smaller, increasingly homogenised place.  Isolated communities, even those with little money to spare, have been made increasingly aware of products available in the wider world...

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On Strategy & Structure

In today’s incredibly competitive world, leadership teams seem to be pursuing operational effectiveness as their primary goal, very often in the absence of any real strategy.  One of the many ways in which they are attempting to reduce their operational expenditure is...

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