By Pamela Surumete
ZIMTRADE IN partnership with CBZ hosted a 4-day training for Marketing and Branding for International Competitiveness Masterclass with Manicaland small businesses.
The objective of the training being to capacitate Manicaland small and medium enterprises (SMEs) with marketing and branding skills, outlining the requirements and market access-related issues as it is key when penetrating the export market.
SMEs were drawn from various sectors including horticulture, tea producers, processed foods, building and construction and arts and crafts within Manicaland Province.
Women and youth owned businesses were also represented as they eye for export markets.
The participants received training on digital marketing, market retention, export market opportunity analysis, and the fundamentals of export marketing.
These tactics opened the eyes of the Manicaland SMEs to the enormous potential of their products on the international market as well as the critical steps to be taken to ensure their success on the international market.
Financial management made a highlight of the training, as participants were equipped with aspects of record keeping, costing and financial planning.
These made a huge impact to the participants, as they are the main challenges faced by SMEs in preparation for export.
Participants were encouraged to effectively consider value addition and be creative to avoid operating on credit and have value for money by rethinking the model.
Another critical emphasis was on Export documentation including Bill of Entry Form, Export invoice, packing list, Certificate of origin, Consignment note, Customs Declaration Form (CD1) and Export License.
Through ZimTrade facilitation, participants were also encouraged to register under Trade Agreements to which Zimbabwe is signatory.
A representative from ZIMRA shed more light on Trade Agreements, highlighting the benefits derived.
In addition, CBZ Holdings made an emphasis on the importance for SMEs to comprehend export market dynamics and viable opportunity identification.
Here, participants observed viewpoints on target export market analysis, demand trend assessment, and the mapping out of viable opportunities in relation to their business capabilities and bank assistance requirements.
CBZ Holdings covered the intricacies of navigating exchange control procedures and customs protocols, equipping the SMEs with the knowledge to effectively manage regulatory compliance, including requisite registrations protocols to RBZ.
CBZ Holdings also delivered strategies for managing foreign exchange risks, ensuring they can navigate currency fluctuations and safeguard their international business operations through use of various products at CBZ Holdings.
An emphasis on developing an effective export marketing and branding strategy was made, with businesses being encouraged to develop compelling export marketing strategies.
The need to aligning their brand identity and positioning with the target market’s preferences was highlighted.
ZimTrade trainers explored and reiterated the importance of self-branding and how to effectively communicate the business’ unique value proposition to international customers as well as to Bankers.
Mr Marlvin Chieza the founder of Nyanga craft, which specializes in apple value addition mentioned the export training boosted growth of small businesses.
“We have our operations in Nyanga where we process apples to juices, vinegar and ciders, and we have been eyeing the export market for our niche products.
“ZimTrade has done us a great favour through this capacity building training, out of which we have acquired a lot of knowledge,” said Mr Chieza.
Mr Gibson Kuchocha the founder of Vetas Pvt Ltd, whose company is into timber value addition.
They recently exported treated poles to Botswana and Zambia.
“The training showed some real business scenarios that will help us package our products suitable for the international market,” he said.
The feedback from participants was filled with great positivity, that indeed the training was an eye opener.
The participants are aiming for huge success on the export market.
With Manicaland’s proximity to the Mozambique border, participants were urged to promote exports to Mozambique while also considering into broadening to other regional and international markets.
