Category: Sales & Marketing

You want to increase your visibility on the market and win customers with modern distribution? THE MAK‘ED TEAM sets up systems in sales and marketing.

The African continent is in a constant economic upswing and digitisation is advancing in leaps and bounds. This can be a real springboard for small and medium-sized enterprises that are thinking about internationalising their business, further developing their international locations and expanding their networks. In our guest article, which appeared in the 1/2023 issue of the BVMW foreign trade magazine “AfrikaContact”, we discuss the various aspects, advantages and opportunities that Africa’s digital transformation offers German SMEs. Be it online trade, supply chain management or the qualification and further training of skilled workers – the conditions for SMEs have improved significantly in recent years and are better today than ever before. We are convinced that now is the right time for many SMEs pursuing internationalisation plans to look into Africa. Read more

From Florida to Germany to THE MAK`ED TEAM, from there to the Côte D`Ivoir – and back to Florida: this was the varied itinerary of our consultant Jennifer Augustin in April 2023. Our Africa expert travelled to the Ivory Coast for THE MAK`ED TEAM in order to further expand our local network. The Republic of Côte D’Ivoir is economically extremely attractive and an interesting location for medium-sized companies: It provides access to a region with 110 million people and has around 29 million inhabitants itself. With annual economic growth of 8% since 2012, it is one of the fastest growing economies in the world. And many other African countries, especially in West Africa, are also experiencing economic upswings. That is why we are convinced that internationally active medium-sized companies should take a closer look at the continent. There is a lot to be said for it: Africa is young, has many valuable raw materials and offers SMEs a wide range of opportunities. Let’s take a closer look at the economic strengths of the Ivory Coast:  

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Digitalization has fundamentally changed the user and purchasing behaviour of customers. And the Corona pandemic has driven these changes even faster. Medium-sized companies are faced with the challenging task of having to rethink, change and adapt sales channels, communication channels and business models in order to retain customers and win new ones. In marketing, there are new challenges that need to be overcome. In sales, there are hurdles that have to be overcome. The problem: in most family businesses, marketing and sales perform their functions separately. But while this separation of departments may have worked in analogue times, it can become a stumbling block in the course of digitalization. The customer journey has changed dramatically and is becoming increasingly complex. Marketing and sales can only be successful in the future if they pull together and pursue a common strategy. This strategy should have its finger on the pulse of time. Or even better: ahead of the times.

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Introducing new processes, mastering transformations, overcoming challenges: A company that is intensively concerned with itself can be highly satisfied with its performance. But where is the customer? The needs of customers change at least as fast as the markets. A company must keep up if it does not want to be left behind by the competition. This calls for a consistent change of perspective from time to time: the focus is not on the company and its products, but on the customer and his or her needs.

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“Of course, we want to grow. We know our markets and we know which buttons to push” – this is a typical reaction of owners and managers of small and medium-sized companies when it comes to the planned development of their own company. After all, entrepreneurial success up to now has been based precisely on knowledge of the markets and has often been successfully implemented in the niche. But what happens when the company is faced with growth options that hold as many opportunities as risks?

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