BUSINESS people in Zimbabwe should focus more in the areas of expertise to resuscitate the economy instead of devoting more attention on politics, an expert has said.
BY MTHANDAZO NYONI
Speaking at the marketing and branding for international competitiveness (MBIC) training for marketing and sales personnel in Bulawayo facilitator Dennis Choguya said Zimbabweans were putting politics ahead of the economy thereby killing it.
“How many people know that there are no longer trade restrictions between Zimbabwe and European Union?” Choguya asked.
“Some people still think that there are trade restrictions between Zimbabwe and Europe yet there are not. Start talking business not politics. Business is open to those who want to do business. Recently, it was revealed that we are failing to service peas demands in Europe.”
The event was organised by export promotions body, ZimTrade. The European Union lifted its 12-year suspension of direct financial aid to the government of Zimbabwe at the end of October, imposed on allegations of rights abuses by President Robert Mugabe’s administration. This followed some improvements in the political environment after the adoption of a new Constitution.
Zimbabwe is also enjoying the duty-free and quota-free access, applied to its exports to the EU market under the interim Economic Partnership Agreement, but politicians have been going around the country preaching the gospel of sanctions to poor Zimbabweans.
Choguya urged companies to export their products to increase revenue and reduce reliance on a single market.
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“You should spread the risk and think differently about your businesses. As business people we have to do something for our survival. We need to rise up and look for solution,” he said.
Choguya, however, said companies wishing to export should be aware of the language and cultural differences for the countries they wanted to export to. He said they needed to know their competitors.
“A desire to export does not equate to an ability or capacity to export. You need a unique product. Therefore, you must consider issues of branding and packaging,” he said.
