By Macdonald Mafandizvo
Walking around the CBD of Harare you will notice that there are now a lot of refurbished shops and buildings, new names and new outlooks, the same in the industrial area. Local companies are investing substantial amounts in capital goods, a lot is spent on building state of the art company logos, brand names with a high degree of influence in as far as increasing customer traffic is concerned.
It is however admitably true that all these strategies go some extent in realising a significant revenue inflow from the business operations a firm may be involved in. My big question now, is a lot being done to ensure customers benefit real value for their money? Are companies being consumer oriented and providing products and services that really meet or surpass consumer expectations or they are simply investing in building eye catching brands, increasing asset base through buying new equipment, buildings and vehicles.
I am with the idea that local firms should invest in their customers. You may be wondering how and why. First if you are in business don’t forget you are in for the customer, to give a lasting solution to customers needs through the provision of particular goods and services. Hence the need to pay much attention to what the consumer need and forecast what he may need in the future. In other words customers are loyal to those who listen and attend to their concerns rather than selfish companies who only are concerned about how competitors or other publics perceive them and their products ignoring the burning need of the customer.
Secondly you will agree with me that Zimbabweans are now quality oriented whenever they make their purchase decisions. So what does it mean to local firms? I would suggest local companies do away with the rebranding frenzy which has taken centre stage in the local market and focus in directing resources to the production of quality goods. Why would you sell bread to a thirsty customer, sell him water. All I am saying is that customers prefer products that satisfy their needs rather than those that appear good in face value.
The biggest issue of great essence is staying in business. And how does one stay in business. Repeat sales. Now when you change your business name, the appearance of your front office, acquire new and modern equipment, yes you will notice a significant flow of customers to your shops but are they coming back for more purchases. My suggestion is that lets focus on quality improvement in line with our rebranding and refurbishment programs.
If we had quality products today on the market we wouldn’t be having an overwhelming trade deficit where we are importing more than we are exporting, and we all agree that foreign products are of good quality rather than lower prices in comparison to our locally made products. Let not our companies disregard real facts of business and focus on short term business strategies.
Macdonald Mafandizvo is a Marketing student at Harare Polytechnic
Email:mmafandizvo@gmail.com
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