Mandara Report 2019

Manica Post
The
“Not just news, but hotnews from the East”
CHINHOYI UNIVERSITY OF TECHNOLOGY
INDUSTRIAL ATTACHEMENT REPORT
Name: Tanyaradzwa R Mandara
Reg number: C17130553E
Course: Industrial Attachment
Programme: BSCAC
Industrial supervisor: Mr Khumalo
Academic year : 2019
Organisation: THE MANICA POST
Submission date:
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DEDICATION
This report is dedicated to my parents Mr. and Mrs. Mandara whose support and love has
seen me through up to where I am today. It was their prayers and encouragements which
strengthened my otherwise staggering steps to where I am today, also to mention are special
motivators of my life, Anesu Nemaunga ,Prime Mujee together with my sibling Rachael
Mandara, for it was through these guys that I managed to realize my potential and establish
myself with confidence to face differing and devastating life’s situations and most
importantly to stand tall and be proud of myself
To the Almighty God who made it possible to get a place for attachment and protected me
during the period of the attachment.

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Acknowledgements
I am pleased to express my deep appreciation to the CUT Accounting Department for their
various contributions to this industrial attachment training programme as this will go a long
way in nurturing my career in the financial sector
Special mention goes to all my Lectures who made the university life so detestable for a just
cause. The twelve months of my Industrial attachment were one of the most exciting
moments of my life because it was a starting point for real time application of the theory I
have been learning for years and a unique opportunity for in-depth hands on learning which
equip me with lifetime lessons of how to work in teams with others.
Heartfelt gratitude goes to all the dedicated members that make up the Accounts team of The
Manica Post and Diamond Fm. My supervisor Mr. Khumalo whose leadership qualities goes
beyond mere book theory and vast knowledge and expertise imparted to me will be forever
appreciated. In addition, I would like to express special gratitude to my immediate

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The
supervisors Mrs S Dube and Mrs A Maringa, colleagues Albert Garaba and Synthia Mironga
and the following members of The Manica Post and Diamond Fm for their ultimate support
and willingness to teach me during the attachment programme at the organization
 The Finance and Administration Officer
 The Editor
 The Station Manager
 The Circulation Supervisor and team
 The IT Administrator and team
 The Transport Supervisor and team
This attachment was possible, thanks to the cooperation and support of everyone mentioned
or not, who have enabled me to gain much more than what the scholastic or industrial aspects
of the program could have given.

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i) Executive Summary
This report aims to give a detailed outline of the job activities that i the student undertook, the
experiences gained, as well as highlighting the challenges that i the Student encountered
during the attachment period. This report outline the attachment period for the undersigned
student at The Manica Post from the year 2019 January- December.
I was attached in the accounts department.
The report will start by giving a brief background of the company and how it was formed and
its areas of business, the markets of the company, the products that the companies offer and
general information about the organisation as highlighted in chapter one of the report, chapter
two ,three, four focuses on the activities and the department i went through during my

Manica Post
The
attachment at Manica post, their relevance and similarities to management degree. A deep
and detailed description will be done in the accountS department , where i was attached .
It will also give a discussion of the products and services that the firm offers. The report will
focus mainly on the accounting department where a lot of experience was gained mainly in
terms of marketing, sales, social media management, new product development, public
relations, customer care and issues relating to customer relationship management.
This report will analyse the activities of the company using the SWOT, Potter’s 5 forces and
PEST analysis. The report is divided into various headings. The report goes on to evaluate the
business’ daily activities. Pre-attachment perceptions and post attachment judgements will
also be included in this report.
The subsequent chapters focus on constrains and recommendations to the identified

problems. The conclusion chapter will highlight the most important aspects of the report as
per student assessment.
Table of Contents
Chapter 1 pages
1.1 Introduction………………………………………………………………………..7
1.2 Location………………………………………………………………...................8
1.3 Vision, Mission, and Core Values…………………………………………………..9
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The
1.4 Objectives of The Firm…………………………………………………………....10

1.5 Organizational structure…………………………………………………………..11
1.6 Accounts department…………………………………………………………….12
1.7 Organizations Business, target market, Performance Analysis…………………….12-15
Chapter 2
Field attachment Activities
2.1 Attachment in the Accounts Department…………………………………………16-19
Chapter 3
Linking Theory with Practice
3.1 Is Theory agreeing or disagreeing with practice……………………………………24-33
3.2 Is Theory up to date, applicable, adaptable and acceptable………………………...33
Chapter 4
Conclusions and Recommendations
4.1 Problems encountered during program………………………………………………34
4.2Suggestions for Improvement to the organisation…………………………………..35-37
4.3 suggestion for improvement to the university…………………………………..38

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4.4 Conclusion……………………………………………………………………...39-40
Appendices…………………………………………………………………………..41
References……………………………………………………………………… …..41
Report approval……………………………………………………………………...42

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Chapter 1
1.1 Backgroundof the study
Manica Post’s historical background dates back to its launch on December 13, 1893 by a
Scottish Jew, Maurice Henry, who was the sole Editor, reporter and advertiser of the paper,
where it was sold for sixpence with eight pages only. It was known then as The Umtali
Advertiser, carrying out more adverts than news stories.
The paper later changed its name to Umtali Post, changing its format and including more
news stories. The Umtali Post was co-styled on A4 size pages, containing little handwritten
news with the front page carrying advertisements only. On November 1, 1894, Henry sold the
paper to Charles Hannock who sold it three months later to Messrs G.B Mitchell and
Company.
He however continued as the editor of the paper. In 1895, The Umtali Post was absorbed into
the Rhodesian printing and publishing company, which also owned The Herald in Harare and
The Chronicle in Bulawayo. The paper probably changed ownership within a short time

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because of the political instability in the country as the First Chimurenga of 1896-1897 was
threatening. The new owners changed the paper’s name to The Rhodesia Advertiser and it
was more concerned with advertising more than informing, entertaining and educating its
readers. The Rhodesia Advertiser was later leased to Messrs Hirace Freeman and Company.
In 1898, the paper was being published twice a week but this was later changed to once a
week due to the economic hardships. At the beginning of 1912, the paper was bought by
Charles Eickhoff who became the editor of the paper and then it appeared as a daily for some
time. In 1934, a new editor, Cyrill Allen took over. A Babcock flat-bed printing press was
installed in May 1938 and in February 1951, this was replaced by a 16-page reel-fed, self-
folding Cossar Press which was then replaced by the Goss Community Press. The newspaper
changed its name to Umtali Post again. The Umtali Post won the Hultzer trophy for being the
best newspaper in this country and in 1952; the paper became the first newspaper in the
country to print a three-colour picture. In 1979, Mrs. Jean Maitland-Stuart became the Editor
and she was the first woman to occupy the post in the country.
At independence in 1980, Geoffrey Nyarota was the first black Editor of the paper, which
changed its name to The Manica Post. Since then, the newspaper has had different Editors,
but no particular changes were made to the structure of the paper. In 2002, the paper changed
from a tabloid to a broadsheet and a tabloid 16 pages pull out called The Weekender was
introduced. The newspaper now has three sections namely the Main paper section, The
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Weekender and the Business Section. The newspaper applies the ratio of 60:40, that is, 60%
advertising and 40% editorial or news.
1.2 Location
The Manica Post is sited at 87C Hebert Chitepo Street Mutare.
Map 1

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Map 2

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Map 3
Figure 1

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 The blue circle on these maps is the location of The Manica Post
1.3.Vision
 To be the leading integrated media, commercial printing and packaging

company in Zimbabwe and beyond.
On average Manica Post is selling 6500 copies weekly in Manicaland and according
to the ZAMPS (Zimbabwe All Media and Products Survey) of 2014, Manica Post is the
second most read weekly newspaper after Sunday Mail. The company has also
fulfilled its mandate of printing in that it is now into commercial printing where
items such as invoice books, calendars, wedding invitation cards, receipt books,
assignment covers for colleges around Mutare and inserts into newspapers, are
being printed.
1.3.1 Mission

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 To publish newspapers, magazines and books; produce print and packaging

products as well as offer broadcasting services of the highest quality at
competitive prices that add value to our stakeholders.
1.3.2Values
 To ensure the prosperity and wellbeing of Zimpapers’ shareholders,

employees and customers. In pursuit of its mission and vision, Zimpapers is
guided by the following core values:
 Customer success and satisfaction
 Equal opportunity employment
 Offer quality products and services
 Efficiency
 Good corporate governance
 Profitability
 Continuous innovation
1.3.3 Objectives of the Firm
 TO PRODUCE newspapers of the highest practicable quality on a profitable basis,

serving the best interests of the community and the Company.
 TO GIVE a fair and balanced presentation of each day’s news which adequately
reflects the principal happenings in all parts of the world.
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 TO CREATE new markets and seeks continually to enlarge the present ones.
 TO MAINTAIN good relations with commerce and industry and foster the
Company’s reputation for fair dealing, prompt service, dependability, integrity and
courtesy.
 TO PROVIDE working conditions and opportunities for advancement which will
attract and retain the best type of employee.
 TO BUILD, through planned selection, development and training, a climate
conducive to co-operation, goodwill and loyalty among all staff.
 TO MAINTAIN, within sound if financial limits, the highest possible levels of modern
technical production and in the face of competition from other newspapers and
media, offer readers and advertisers the best facilities possible.
 TO CONDUCT all operations of the Company on the highest ethical plane.

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1.5 Organizational Structure
ZIMPAPERS BOARD OF DIRECTORS
EDITOR GENERAL MANAGER
NEWS EDITOR
ADVERTISIG ACCOUNTANT
HUMAN RESOURCES
MANAGER MANAGER
ASSISTANT
SENIOR SENIOR ASSISTANT ACCOUNTANT CLERKS
ADVERTISING
REPORTER PHOTOGRAPHER MANAGER
CREDIT
CONTROLLER
IT
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The
ADVERTISING SALES CIRCULATION ACCOUNTS

JUNIOR JUNIOR EXECTIVES CLERK
SUPERVISOR
CIRCULATION SALES
EXECUTIVES
Circulation
Attaché
Figure 2
Most businesses are organised by functions for basic reasons behind and mainly basing
on their kind and nature of businesses. There is an interrelationship between
departments and the departments work together in achieving the company’s goals. Each
department has a different function with others however with common objectives
mainly of making profits.
The Manica Post’s structure is a large one since the organisation has various
departments and more operations. The above organogram(figure 2) shows The Manica
Post’s organisational structure.
1.6 Accounts Department

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Accounts is the major division of the business office and is headed by the Finance and
Administration Officer
1.7 Organization's Business

The Manica Post offers newspapers to the market and provides advertising services to
companies, individuals and promoters.
Manica Post offers a doorstep service delivery to subscribers. It also does advertise other
company products and services.
However Manica Post wants to prove that they are the best service providers especially to
advertisers in comparison to other media companies in the region and that they will offer
the best service and being reliable and efficient
1.7.1.1 PRODUCTS OFFERED
Newspapers Magazines
 The Manica Post BRIDAL

 The Sunday Mail ZIMTRAVEL
 Herald
 Sunday News
 H-Metro
 Chronicle
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The
 Kwayedza
 Southern Times
 B-Metro
 Business Weekly
 Hashtag
 Insight
1.7.1.2 SERVICES OFFERED
 Advertising
 Printing (NATPRINT)
 Door to Door service delivery (to subscribers and advertisers)
1.7.1.3 SOME OF THE PRODUCTS IN PICTURES

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The
1.7.2Target Market
The Manica Post as an entity is predominantly into distributing Zimpapers publications. The
Zimpapers/The Manica Post publications target everyone in the community from individuals
to business owners and schools as well, advertisers,.

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There are many basic factors which may very audience of a newspaper, these factors are
stated and explained below.
 Representation
 Values
 Politics
 Institutions
 Language
 Genre
 Narrative
 Ideology
Presentation
it is how the audience is represented inside the newspaper by expressing their needs,
interests and point of views.
Values
the quality and content o a newspaper are adapted to the needs of a target audience.
Target audience defines the content of the newspaper.
Politics
most newspapers support a certain political party, this means that content of the
newspaper will be on the side of that political party. With this an audience can be
swayed to buy a newspaper because of the party they support.
Institution

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Newspaper institutions are usually responsible for the production, publishing and
distribution of a newspaper. The way this is done will have an effect on how often and
who buys a newspaper.
Language
the linguistic of a newspaper van very demographics of an audience to buy a

newspaper. Stereotypes can be applied when the language is either formal or informal.
Genre
the genre of a newspaper can depend on content, design and opinions of the newspaper.
Somebody may choose a newspaper on the content it includes.
Narration
it is how a newspaper can be read as a text in a particular format. Has a newspaper

reported its news in a certain way to support the interest of the target audience? does
the newspaper front page start with 'soft' or 'hard' news?
Ideology
it is a set of aims, beliefs, or morals a newspaper and audience shares. For example, over
the years politics has become more involved in peoples lives. Hence this topics features
more newspapers. Thus if a newspaper and audience share views, there is some
reliability and loyalty they will have towards each other.
1.7.3 Performance Analysis

Manica Post
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Figure 3
Chapter 2
Industrial attachment activities
2.1 Attachment in the Accounts department

Manica Post
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The circulation department is the life blood of a newspaper, it takes care of everything
before and after the newspaper is printed. This includes generating print orders, delivering
the publication to vendors, business offices and homes through third-party carriers.
Circulation department is responsible for the development and operation of

circulation plans for newspapers, magazines and catalogs.
A big part of a circulation department involves trying to increase the number of
subscribers a publication has. To that end, managers work with people in promotions,
production and advertising.
The circulation department analyze, develop and implement circulation plans. The
department studies the results of promotions, testing scenarios, customer retention
programs and marketing surveys and use the information to develop or modify
marketing strategies.
In the circulation department, the student was equipped with various skills and some are
explained below:
Customer complaint handling
In circulation we also handle customer complaints ,these are complaints that are brought by
customers who would have encountered challenges with the delivery of their newspapers ,for
example a subscriber may not receive their paper when they would have subscribed and the
customer have to lay a complaint for replacement. Attending to customer complaints helped

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the organization a lot because it creates long term relationships with the customers and above
all it’s a feedback from the customers about the areas that the company needs to address.
Brand Management
Is the process of maintaining, improving and upholding a brand so that its name is associated
with positive results . Lyons has various brands which are Rabroy, Cascade, Quickbrew,
Quench and Drinking Chocolate. Branding division is responsible for managing the
company’s brands.
Market Research and Market Tests

These sensory tests are mostly done so as to determine what customers feel about our
products. As a marketing oriented organisation, Lyons considers customer expectations as the
most important therefore undergoing market tests before introducing a new product as well as
when trying to improve the existing product. This is done so as to deliver a quality product
that meets customer expectations. Results obtained from these tests help in improving the
quality and appearance of our brands. These tests are also done to determine acceptance of
our products in the market and therefore trying to best satisfy customer needs.
Communication with Agencies
Branding department deals with a lot of Marketing Agencies, namely Arch 360 and Think-
tank in the designing of advertising materials such as truck branding, billboard adverts, shelf

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talkers, product brochures, chiller stickers, cart branding, T-shirts and Caps branding, shopper
stoppers and shelf talkers to mention but a few. When an advertising job needs to be done,
these agencies come up with the design concepts and the best is chosen.
Corporate Social Responsibility and Donations
These are gifts or donations offered to the society, vulnerable children or the community at
large. Corporate social responsibility is very important for every organisation. A donation can
be in monetary form or can be in form of goods.
Merchandising
Merchandising is any practice that contributes to the selling of a product to a retail consumer.
Lyons has the duty to make sure that products are organized in store in a manner which will
enable consumers to easily access and be attracted to Lyons products. Products need to be
available on the shelves, with a price, in the desired quality and range to organise in a way
that brings customer satisfaction. Warpack merchandisers are dedicated to Lyons products in
some outlets and are shared with other companies in other outlets. The merchandisers
therefore are to be managed by the Lyons sales representative so as to make sure that the
products are merchandised to Lyons’ desired methods and to ensure that customers receive
the products in their right quantities.
Key Account Management

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There is need to always track how the key customers are performing and their contribution to
total sales in total Lyons retail sales. The performance of key account holders has a huge
effect on Lyons overall sales.
The Sales Performance
This analysis document tries to compare the sales and volume for any selected period against
the set budget. The Sales Performance Measures the volume and Revenue generated by each
brand in each distribution channel i.e. Retail, Vending and Exports. In Retail, the budgets for
sales representatives are compared to their actual sales performances. This helps to know
variance of actual company sales from the budgeted sales.
Route Planning
Route planning looks at who is to be delivered at what time and this should take into account
the size of orders and the physical location of the customers and to some extent the size of the
customer

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CHAPTER 3
This chapter will give a clear view about the link between courses done by the student and
their practical applicability to the company that the student was attached to. In this chapter I
will attempt to answer the following questions:
1. Is theory agreeing or disagreeing with practice?
2. Is theory up to date, applicable, adaptable, acceptable?
3.1 Is theory agreeing or disagreeing with practice?

The courses I covered at the college gave me a guide about what marketing is all about and
the experience I gained during my attachment period exposed me to what marketing is all
about in the Dairy industry. Most if not all of the expectations matched with the actual
findings but it’s only that I was not directly involved in some of the activities where
marketing principles are applied.
BUSINESS MODELS APPLICATION

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Porter’s Five Forces Model
Figure 4

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The model of the Five Competitive Forces was developed by Michael E. Porter in his book
“Competitive Strategy: Techniques for Analysing Industries and Competitors” in 1980.
Porter’s five forces has become an important tool for analysing an organisation’s structure.
Porter identified five forces that shape every industry. These forces determine the intensity of
competition and hence the profitability and attractiveness of an industry. Porter’s model
supports analysis of the driving forces in an industry. Based on the information derived from
the Five Forces Analysis, management can decide how to influence or to exploit particular
characteristics of their industry.
3.1.1 Threat of new competition
Profitable markets that yield high returns will attract new firms. This results in many new
entrants, which eventually will decrease profitability for all firms in the industry. The
adoption of dollarization in 2009 contributed to many companies such as Mutare
Merchants, Paper House and Kumakomo printer to come back in the printing industry. This
then imposed stiff competition to The Manica Post as most of the company profits and
large business come from the printing department. This has however caused a decrease in
the company sales revenue and profits.
3.3Treat of substitute products or services
Due to the increase in the use of internet most newspaper readers now read the news
paper via the internet and they stop buying the news paper. Also advertisers now post their
adverts on their websites and they can manage their websites and do necessary changes
rather than inserting an advert in the news paper and change it whenever they add
something onto their products or services that they would need their customers to know
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about it. The reduction of data bundles by network providers has caused a shift of news
paper readers to read the news paper on their cell phones via the internet and stop moving
up and down the street in search of newspaper.
3.4 Bargaining power of customers (buyers)
Buyer power is one of the two horizontal forces that influence the appropriation of the
value created by an industry. The most important determinants of buyer power are the size
and the concentration of customers. Because of the subscription promotion run by
Zimpapers on one of the publication i.e. Kwayedza, the bargaining power of customers have
been increased as they can now afford to purchase the news paper. It has been reduced
from $5 per month to $2 per month to all subscribers. Many new subscribers have
subscribed the paper and inactive subscribers for the past months now subscribe the paper.
This has caused the sales of Kwayedza to double since the promotion started. Also it is
cheaper to subscribe the paper rather than buying the news paper in the street.
3.5 Bargaining power of suppliers
The printing and news paper industry have few suppliers that is the suppliers of bond paper,
news print and ink for printing. Manica post have opened credit facilities with their suppliers
were they would order the raw materials in bulk and pay at the end of month. The company
enjoys the economies of scale from their suppliers such as bulk buying discounts and
reduced interest if they pay within the stated period of time.
3.6 Competitive rivalry

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As the potential market continues to shrink because of the numerous factors, competitive
rivalry is increasing with each passing day. This can be seen in the more aggressive discounts
and price cuts sometimes used as promotions like the Kwaedza have been reduced from $5
per month to $2 per month. In the past years the Manicapost were placed in the street on
Thursday afternoon. The reporters from news day and daily copy those headlines and write
them in their news paper. This increase completion as the three papers would contain the
same story. To avoid this, posters are placed on Friday morning and the competitors would
find it useless to copy as people would have read the story in Manicapost
Entrance of new players

New entrants change major determinants of the market environment (e.g. market shares,
prices, customer loyalty) at any time. There is always a latent pressure for reaction and
adjustment for existing players in this industry. The newspaper industry in Zimbabwe is
characterised by low levels of new entrants. There has been an increase in the number of
firms in the industry since 2008.
Bargaining Power of Customers
Similarly, the bargaining power of customers determines how much customers can impose
pressure on margins and volumes. Customers’ bargaining power can also be analysed as
follows:
Some customers such as schools or companies that need profiling in The Manica Post
newspaper buy large volumes, yet there is a concentration of sellers. They therefore get
discounts.
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Switching to an alternative publication is relatively simple and is not related to high costs,
since the prices charged are the same.
Threat of substitute products

Since there has been no entry of new newspaper publishers in the market, there are no close
substitutes for The Manica Post publication as it is the only publication that concentrates on
news from the Manicaland.
Bargaining power of supplier

In the dairy industry supplier bargaining power can be analysed as follows:
The market is dominated by a few large suppliers for raw materials rather than a fragmented
source of supply hence their power is high. The suppliers’ customers are fragmented, so their
bargaining power is low though they can do co-purchases. There is the possibility of the
supplier integrating forwards in order to obtain higher prices and margins.
Competitive Rivalry
Competition between existing players is likely to be high when there are many players of
about the same size as is the case in the dairy industry today, players have similar strategies.
There is less differentiation between players and their products; hence, there is stiff price
competition.

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The McKinsey 7s Model/Alignment analysis
Figure 5

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Alignment analysis is concerned with the synergy between different elements in an

organisation’s frame work. It is the recognition that there is more to delivery than just
the structure of the organisation and processes implemented and utilised
Strategy
The general strategy of The Manica Post is to devise plans to maintain and build
competitive advantage over the competititors. This will give the company direction. The
company vision and mission are maintained as they use the going concern. The Manica
post have opened credit facility accounts for its advertising clients and commercial
printing customers. Customers are now able to place their adverts in any of the
Zimpapers publication on credit. This strategy have been implemented in order to
achieve competitive advantage over The Manica Post's competitors as the printing
industry is growing bigger with many giants coming in.
Structure
The Manica post uses the decentralised structure. The head office is in Harare and
Manicapost is one of the branches of Zimpapers based in Manicaland. Meetings are held
on monthly bases where the managers will outline the challenges they have faced
during that period and how they have managed to overcome the challenges, sales
figures for that month and the amount of loss or profit which they would have made.
The Manica Post has seven departments namely Accounts, circulation, transport,
advertising, I.T, administration, commercial printing and editorial.
Systems

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The Manica post have moved from manual systems which were prone to many errors,
high cost associated with it and takes time to complete the job. The company now uses
Sage X3 which is connected to the internet and reflects right away to Harare every
transaction taking place to any department. Rather than sending a driver with a disk
every Thursday for the printing of news paper we can now do it in Mutare on sage and
send to Harare on email for printing in Harare without incurring transport cost. This
system is very efficient and it is upgraded and maintained by specialist in the I.T
department. Sage X 3 has over 100 functions with each department using its unique
functions for example the circulation department have the following options. Invoicing,
ordering, statements, adjustments, subscriptions, returns ,age analysis, van list etc.
Customers tastes are changing rapidly and efficient and short systems are preferred by
customers, it only takes an hour for a customer’s plate used for printing to be completed
using sage rather than two days which were spend sending every job to Harare for
making plates. With sage X3, Zimpapers have gained competitive advantage and thereby
increasing its market share.
Shares values
At The Manica post, the organisational culture generally promotes autonomy and
empowerment of employees. However, this has in some departments at certain
instances tended to promote lack of commitment and loss of quality delivery. Across the
company, there is a general lack of harmony and concordance and this often translates
to duplication of effort whilst some assignment are left unattended, leading to
numerous complaints from the customers across.
Style
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Every department conduct briefings every Monday and have a work plan for that week.
Also Management conduct briefings every month end. This allows the management to
share ideas as well as to assign duties and report on progress and how to deal with any
special occurrences. In these meetings, ideas are shared freely and criticism is
welcomed.
Staff
Each department is headed by a heard of department or functional manager. Each of

these managers is responsible for ensuring delivery of their unit. However, the
commercial printing departments have only two workers and due to large volumes of
work coming daily they might at times not meet their targets.
Subordinates in each department need a manager who consolidates their efforts and
ensures that these efforts are in line with organisational goals, values and objectives.
These managers would also provide professional assistance and guidance to their
subordinates, thereby increasing productivity in the respective department.
Skills
Throughout the company, emphasis has been to recruit people who have the right
qualification for the listed jobs i.e. for one to be an accountant at The Manica post he/
she should posses an accounting degree or other related qualification essential for the
job. Each driver should have a class 2 driver’s licence and defensive driving and they are
send for retesting every year to reduce cost due to accidents. This has resulted in a
workforce that is strong in skills which are in line with the line of business which they are

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evolved in. In addition to this, most of the staff has plausible informal interpersonal
communication skills which complements well with the formal lines of communication.
SWOT Analysis
A SWOT analysis is used to access the organizations Strength, Weaknesses, Opportunities
and Threats in order to determine focus areas within the marketing strategy. Since SWOT
analysis is very subjective, it should be used as a guide in the process and not be seen as the
ultimate solution. Strength and weaknesses are internal factors and actions in such
categories can be controlled and these factors include our suppliers, customers and
employees etc. Opportunities and threats are external factors which are uncontrollable and
they include political, economic, socio-cultural, technology, ecology and government etc.
STRENGTHS
This may refers to a specialist marketing expertise.
Customers
The Manica post serves two customers which are advertisers and the general public who
buy newspapers. Though most of The Manica Post’s revenue comes from advertisements
from companies and individuals, the major concern is to satisfy customers and maintain
strong relations with them so as to trigger competition and make them happy. The Manica
Post ensures that the sales representatives maintain good relations with the companies who
frequently advertise by making follow ups so as to meet the dynamic needs and wants of
this group. They are also encouraged to jot clients’’ complaints, queries and even their views
Manica Post
The
such that The Manica Post will be always in touch with changes of the customers’ needs.
The advertisers are given diaries, shirts, calendars and hampers at the end of every year as a
token of appreciation. The company also offers discounts on advert for example, 20%
discount on full page full colour ads, 10% discount on half page and 5% discount on other
sizes. The company also opened credit accounts to advertisers so as to increase sales and
they pay after two weeks
The other revenue base for The Manica Post is through selling the paper through vendors,
agents and subscriptions. Selling the paper through subscriptions has proved fruitful as
compared to other selling practices. A subscription is a prepaid system whereby subscribers
(customers) pay their money for newspapers in advance. The reason why most customers
prefer this system is because it’s a free door-to-door service delivery and also reduces
chances of missing the paper any day. Other companies (our competitors) like Financial
Gazette do not offer such a privilege of a free door to door service delivery to their
subscribers hence becoming the company’s biggest strength. To continue maintaining and
attracting more subscriptions, The Manica Post holds subscriptions awards quarterly.
Suppliers
The company’s’ news print is obtained from the Zimpapers main branch which is in Harare,
that is The Herald.
Some of the suppliers which are making the company excelling are Mutare Merchants and
the Kumakomo. The company have good relation with its suppliers which have seen the
company being given credits.
Employees

Manica Post
The
The company have well trained sales personnel and have good customer care. Sales reps are
trained so that they know how to handle customer complaints especially regarding to
adverts which come out with errors. The news team bring in hot news which helps in selling
our paper .Not only the sales reps and the news team are experienced; but the whole staff is
skilled which helps a lot in assisting whenever problems are encountered. The IT
department is responsible for maintaining and updating the company's database,
computers as well as programming .The production team is responsible for designing of
pages and production of adverts. There is also the accounts department which do books
and there is the credit controller who makes sure that companies who advertise on credit
pay on time.
Selling using vendors and agents is also fruitful for a mass market coverage though it’s on a
cash and carry basis and the company pay these agents and vendors on commission of 10%
on all publications.
Embracement of initiatives
Management at The Manica Post embraces initiatives brought by employees. Individuals are
given the opportunity to come with projects to embark on. Resources are provided to
enable successful implementation of the projects henceforth individual assessment made
possible. Embracement of initiatives enables better decision making and better performance
since new ideas are accepted. This can motivate employees as they feel part of the
organisation as their ideas are implemented
Distribution

Manica Post
The
The company has distributors who help to sell and distribute its newspapers to the public.
There are vendors (people who sell newspapers in the streets) and agents (companies who
sell newspapers) who are commissioned at 10% of all publications. The Manica Post
newspaper goes as far as Chimanimani, Chiredzi, Checheche, Chipinge, and Marondera,
Masvingo, Harare, Bulawayo and Gweru among others. Examples of shops who sell
newspapers include Spar Mutare, Gonye and sons in Chipinge, Nyabereka store in Honde
valley, Holiday Inn Mutare, Trout beck Inn in Nyanga among others. With this widest
coverage it will be easier for advertisers to advertise in the paper thereby boosting sales
revenue and also to improve on accessibility. The paper is also distributed in large amounts
to avoid shortage thus becoming the major strength to the company as compared to our
competitors who do not have such a widest coverage.
WEAKNESSES
2.2.1 The company environment

The head office gives directives on the company operations hence this may delay some
major decisions to be done. Decision making may take too long due to long channels of
communication in the organization leading to delays in implementation of some projects
and even some projects are turned down.
Internal communication
There is poor communication in the organization which hinders progress. Internal

communication especially between production, sales and marketing and editorial would
have been better especially in developing a hot selling newspaper. Most articles’ by some

Manica Post
The
journalists are not fully appreciated by editors hence they are being left out without their
concernments on how best they should have wrote them resulting in some articles being
left out and adverts also take such procedures. This creates a gap between departments and
exposes the company in times of change.
Brain drain
The prevailing economic environment has caused brain drain in the entire country as most
employees are seeking employment in countries with greener pastures such as South Africa,
UK and the USA being the prime target. The Manica Post is trying to remunerate its
employees fairly in line with the regional standards but its failing to perfectly match due to
lack of funds.
Competitive environment
The year 2010 saw the licensing of other newspapers. The licensing of these new players has
obviously brought competition to the market. The major competition that The Manica post
is facing is coming from rival independent print media companies serving the same target
market for example Daily News, Newsday and Financial Gazette.
OPPORTUNITIES
This refers to new developments and dynamic changes of customer lifestyles that
potentially increase demand for an organisation’s products.
Distribution Channels
The Manica Post should open more distribution channels nationwide for the widest
coverage. There are lot of places which are out of reach by our competitors like in rural

Manica Post
The
areas, farms and mines. So the circulation department should take this opportunity so as to
maximise revenue and boost its market share.
The sale of subscriptions has boosted sales. This is when companies and individuals pay in
advance for copies of newspapers and the paper is distributed to them on a door-to-door
service delivery. This helped the company to fight competition as it has got a standing
branch other than our competitors who uses agents like DHL
Political
Due the unending changes in politics and the upcoming 2018 elections, the readers’ rate
increased drastically as stories tend to have a balanced analysis towards politics.
Economic
With the introduction of the bond which resulted in the shortage of money in the banks,
disposable income of customers tend to decrease till today. The Manica Post introduced a
system whereby customers can now pay using ecocash and swipe so that they won't miss
their papers.
Social
The Manica Post has gone an extra mile to satisfy their society especially on their amazing,
educational and informative stories. Hence it took this opportunity of attracting all age
groups for more consumption of the paper thus the company's market coverage is
increasing drastically every week.
Technological efficiency

Manica Post
The
The Manica Post uses latest computer systems to store information. The company uses
SageX3 when receipting and storing company information, and recently introduced a new
system 4 c’s plus in a bid to increase efficiency. The use of the internet has improved
communication. Sales reps and circulation can communicate with clients through the
internet via emails. Adverts, quotations and subscription forms are being sent through
emails. The use of computer technology has facilitated change in product design, efficiency
and quality control. The production team also uses computer in designing adverts thereby
controlling the quality of the adverts especially full colour adverts
Ecology
The Manica Post should provide opportunities to readers to participate in outdoor

educational activities and make them enjoy the aesthetic qualities of news and newspaper
knowledge obtained from reading.
Also for The Manica Post not to pose a threat on the environment that is land pollution
caused by waste newspapers The Manica Post sells returned or waste papers to vendors
who rapes their products to customers hence this reduces pollution and also an opportunity
in increasing company revenue.
THREATS
These are new product and services that makes the existing product obsolete.
Market Dynamics

Manica Post
The
Due to this rapidly changing environment, consumer taste is changing drastically as there is
an increasing rate of the use of internet. A person now prefers to free-read the papers on
the internet and also most of the crucial news are being read on electronic media.
Economy
The Zimbabwean economy is still politically unstable. The economy is still largely a cash
economy characterised by lack of medium to long term financing and this has made it
difficult for the company to carry out much needed refurbishment and recapitalisation
programmes. Consumers have low disposable income such that the majority don’t buy
newspapers.
In 2015 the company retrenched quarter of its staff and employees were sent on forced
leave as a way of reducing individual working hours. This is mainly because the company
was trying to cut overheads and also due to the economic hardships thereby posed a threat
of losing skilled labour.
Technology
The company failed to purchase its own printing machine such that the printing of the
newspaper is done at the Herald house mostly but at times it is done at Chronicles (our
sister company ) in Bulawayo. This increases production cost as the Herald and chronicles
charges a fee for every copy being printed. Also it reduces company revenue caused late
deliveries of the paper. The rate of delays is very high when it is done at Chronicles because
of long distances and average from The Herald as they prioritise their publications ( herald,
H-Metro and Kwayedza) first before printing The Manica Post.

Manica Post
The
Also due to the increased use of the internet, people now prefers to read newspapers from
the internet rather than purchasing them. This is a threat hammering The Manica Post and
Zimpapers (as a whole) sales hence leading to an increased rate of returns.
Political
Since the company is under Zimpapers, politics play a major role on the news published. The
opposition is not covered and if it’s covered it will be on the accused side. This means
people who support opposition will not buy the paper. This is because the front page
headline will be supporting one political party
Socio-cultural
High levels of unemployment will result in significant reduction of the demand for products
and services across the board. The rising cost of living and increasing burdens on families
arising from the HIV/AIDS pandemic is and will further erode the purchasing power of
current and potential clients for the industry
Ecological environment
The pressure from environmentalists and policy makers is anticipated to intensify over the
plan period this entails aspects relating to preservation of the natural environment,
pollution levels and related compliance issues.
POSITIONING
For The Manica Post to excel and expand its lifespan, it has to adopt certain principles. The
reason is some of the Customers do not know how to tell the difference between one
publication and another, so they make their decision based on price and assumptions. And

Manica Post
The
everybody loses because some customers do not get the product that best fits their needs.
Therefore The Manica Post has to adopt some of these principles to strategically position
itself competitively.
Unique Selling Proposition

The Company has to adopt flexibility in its newspaper production by producing either a
supplementary paper maybe mid week since it’s a weekly paper or venturing into a daily
tabloid paper for it to have a lucrative business. Also in the relationship column, the
company should also venture into datelines and relationship stories with feedbacks from
councilors. These are unique ideas that the company can also offer.
Risk Reversal
The organization should discount adverts once or twice in a quarter and free/ bonus
advertising to loyal advertisers maybe once in a quarter. It should also give free copies at
least twice or thrice in a month to loyal subscribers. The reason behind this is to
differentiate itself with outrageously bold guarantees that its competitors don't have the
guts for.
The Manica Post should also engage in offering discounts to subscribers so as to attract a
pool of customers due to such lucrative services.
Inordinate Value
The Company should leverage its advertising, by offering to let complimentary businesses
come along for the ride, in exchange for a free sample of their wares. The advertising
executives should create an irresistible environment to customers by offering lucrative
deals.

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The
Complete & Concise Customer Education

All Manica Post sales executives should create a positive atmosphere and a better position
in the mind of the customers during their tours/visits before prospects or clients ask
themselves on why doing business with The Manica Post. They should introduce themselves
and “spell it out” the reason for their visit. The market share of the company is determined
on how well sales reps assimilate clients and prospects, & applies them to the promotion of
the organization.
Strategic Inflection Points
Strategic Inflection Points are subtle changes in the environment. If the company is not able
to monitor or identify subtle signals such as New Emerging Technology or Shifts in Consumer
Behavior, much before competition, one may find one’s products and services becoming
redundant and obsolete in the market place. Strategic Inflection Points generate Early
Warning, which if not interpreted correctly in context to implications it can have in your
industry or organization, your intelligence is not competitive or it would be appropriate to
say that your intelligence will not be actionable.
Strategic Inflection Points can occur because of New Emerging Technology which may not
be the new emerging technology in your sector or industry but it could be a new emerging
technology that may be acquired or let’s say adapted by the competition. Strategic
Inflection Points occur because of subtle shifts that may occur in the macro environment or
in the micro environment.
The purpose of Five Force Analysis or SWOT Analysis or Six Force Analysis or Value Chain Analysis or
Benchmarking Analysis or Service Triangle Analysis etc., is to be able to analyse information and

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The
using competitive intelligence generate Early Warning. The subtle signals have to be monitored and
implications need to be drawn
3.2 Is Theory up to date ,applicable, adaptable and acceptable?
From the above analysis the theory attained from Chinhoyi University of Technology is up to
date, acceptable to the marketing/circulation department and to the student who was attached
at The Manica Post. Even after many years being given theory it is still very much applicable
to a marketer’s day to day work. I learnt to adapt the theory to fit with not only modern times
but with also The Manica Post business model.
CHAPTER 4
Conclusions and Recommendations
4.1 Problems encountered during the program
Problem of returns
Some customers would order some products without full knowledge of the products. When
the goods are delivered to them they will reject the products stating reasons that they had
little or no information about the product or they will handle the products in the wrong way
and the products would be defaulted and this would be a loss to the organization.

Manica Post
The
Interacting with rude employees and customers
The student found it difficult at times when some of the permanent employees treated him
badly because of being and student. To deal with these issues the student would remain silent
and not to lose focus knowing that the attachment period would lapse shortly.
Handling customer complaints on their subscriptions and late delivery of subscribed

publications was difficult at times as some customer would be rude when filling their
complaints which made it difficult to come to a common ground with the customer.
Transport
There would be events were we would need to transport banners or branding equipment to a
corporate event and we would end up getting there late because there would be no company
vehicle to transport us there since all vehicles would be on duty delivering newspapers to,
vendors, agents and subscribers.
4.2 Suggestions for improvement to the Organisation
As the student had been under the circulation department, recommendations to the
organization are going to be given to the circulation department of The Manica Post.
Speedy transportation
Unlike other products, the newspaper is a highly perishable product and perhaps the most
perishable commodity, a newspaper is to be made ready as late as possible and to be

Manica Post
The
delivered as early as possible as it loses value with passage of time, life of which cannot be
extended by manipulating the environment.. The distribution of such a commodity is
extremely difficult and needs to be organised thoroughly hence there is need for speedy
transportation so that customers get their publication early morning so as to avoid customers
reading the news on the internet due to delays in the delivery of the paper and also to avoid
loss of trust for the company. Due to late delivery of the newspapers, some agents end up not
taking the paper and street sales are even affected as the majority buy their newspapers early
in the morning.
Content of the printed material.
A newspaper is judged by its content on a daily basis by its readers. The coverage given
and space allotted for different editorial items like political, economic news, law and
order items, entertainments, cultural news, cartoon, and advertisements in newspapers
make the product distinct and this will have a significant influence on the volume of sale
of the newspaper - The Manica Post. It’s important for The Manica Post to report on
relevant and timely stories to remain well thought of in communities Through delivered
as a physical product, its content determines the success. However, a portion of content
produced could be geared towards specific, high revenue producing advertisers.
Problems related to distribution agents
The circulation Manager of The Manica Post has to ensure through his field staff that his
newspaper gets proper attention and display from the agent because agents can, to some
extent, influence the volume of circulation. The field staff or circulation manager himself
should evaluate agent's performance as far as the newspaper is concerned, by meeting
subscribers or readers frequently and making occasional surveys within the area of operation

Manica Post
The
of the agent. Agents are to be supervised by circulation department to ensure efficient and
timely supply of newspapers to readers.
Effect of TV and the internet
With television dishing out news 24/7, and mobile phones giving instant access to news,
newspapers are under tremendous pressure. To stay relevant to its readers, The Manica Post
has to present news that is more informative and enriching than the TV and the internet
Maximize digital impact
The Manica Post can make use of the social medial platforms to advance the
newspaper’s marketing efforts as there are digital avenues that the company can
explore. The Manica Post should consider implementing any or all of the following:
 Send out a regular email newsletter to keep clients informed of upcoming events,
promotions, special sections and unique opportunities.
 Use email marketing to communicate with clients about anything not covered in The
Manica Post newsletter.
 Have a page on the company's website specifically dedicated to reaching advertisers

and sharing pertinent information with them.
 Alternatively The Manica Post should have a landing page geared towards potential
and current advertisers.
 Include the company's website address on promotional materials.

Manica Post
The
4.2.2Suggestions for Improvement to the University
Relationship with companies
The University must improve its relations with companies so as to be easy for students to
look for industrial attachment. The university must continuously communicate with
companies that attach students most of the time.
The writer would like to urge the university to continue with this programme and urge them
to facilitate and support students on attachment fully. The writer would also want to
recommend the university to cut off the fees for all unused services that students cannot
access whilst on attachment. Students on attachment use the least resources of the university.
This will go a long way in reducing stress on students on attachment as most of them spent
most, if not all of their attachment period working for university fees.
The writer also urges the university decentralize registration from Chinhoyi for the
convenience of many who will be attached in areas far from Chinhoyi, to that the University
should introduce online registration for students on attachment even without full payment of
the required fees.

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The
Conclusion
Industrial attachment has given the student an opportunity to work in highly dynamic
industry appreciating the theoretical concepts learned in the academic environment and trying
to apply each of them as the unique circumstances unfold in the industry. The most strategic
importance of the internship has been observing and involvement problem solving and
decision making in the marketing and sales as I was working with the circulation
department’s executive. The working experience I obtained has enriched my character,
improvement of my communication skills at all levels, presentations and meetings I attended
as well as improving my competence and public relations skills.
The student worked with highly educated people and that was ideal in the applications of the
theories to real marketing world. The student's tenure at The Manica Post has been of great
importance in exploring the world of marketing. The student has come up to be a self
motivated person more so a good team player to such an extent that she will be able to adjust
in any dynamic working environment. Good communication skills at all levels is an essential
skill that a marketer should always have and the student is confident that the attachment
enhanced him with such skills. In addition the student has greatly improved on planning

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The
skills, decision making and report writing skills and is now able to share ideas as well as
other contributions pertaining to the sales/marketing/circulation department.
The attachment period gave an experience of what crisis management entails given that
resources availability is always a major challenge be it every day equipment, machinery,
computers are at fault at times whilst deadlines have to be met.
It has also initiated the student to be active and responsive to any given situation within the
business environment. Thus, you do not only have to be a marketer but can be a player in
various aspects of the business environment.
Appendices
Figure 1 Map of Location page 8
Figure 2 Organizational structure page 11
Figure 3 Performance analysis page 15
Figure 4 Potter's five forces models
Figure 5 McKinsey 7S model
References

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The
1. Hindle T.(2000), Economist Guide to Management: Ideas and Gurus, McGraw-Hill.

2. Kotler, P.(1967), “Marketing Management: Analysis, Planning,
Implementation and Control”, Prentice Hall.
3. Purdue University Journal of Industry Analysis: The five Forces; 15/05/2014
4. David F. R.(1993), Strategic management, MacMillan Publishing Company, New
York.
5. William M.P and Ferrell O.C (2010), Marketing Foundations, McGraw-Hill
6. www.dairibord.co.zw/Lyons Accessed at 15:32 hrs 02/10/16
7. .BusinessDictionary.com Accessed at 14.00hrs 02/10/16
Report Approval
This report serves as a true document reflecting a holistic view of the nature, objectives and the
behaviour of The Manica Post. It also identifies and highlights the activities and duties performed by
CHAKONA BRIDGET K (C15124541Q), a student from Chinhoyi University of Technology
studying towards the attainment of a Bachelor of Honours Degree in Entrepreneurship and
Business Management.
Manica Post
The
Approved by …………………………………………………………………………………………
Date …………………………………………………………………………………………………..
Signature ……………………………………………………………………………………………..
Official stamp……………………………………………………………………………………….

Manica Post
The

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Manica Post

“Not just news, but hotnews from the East”

CHINHOYI UNIVERSITY OF TECHNOLOGY

INDUSTRIAL ATTACHEMENT REPORT

Name: Tanyaradzwa R Mandara

Reg number: C17130553E

Course: Industrial Attachment

Industrial supervisor: Mr Khumalo

Academic year : 2019

Organisation: THE MANICA POST

1|Page TANYARADZWA MANDARA C17130553E

“Not just news, but hotnews from the East”

importantly to stand tall and be proud of myself

during the period of the attachment.

2|Page TANYARADZWA MANDARA C17130553E

“Not just news, but hotnews from the East”

way in nurturing my career in the financial sector

equip me with lifetime lessons of how to work in teams with others.

appreciated. In addition, I would like to express special gratitude to my immediate

“Not just news, but hotnews from the East”

and willingness to teach me during the attachment programme at the organization

 The Finance and Administration Officer

 The Station Manager

 The Circulation Supervisor and team

 The IT Administrator and team

 The Transport Supervisor and team

4|Page TANYARADZWA MANDARA C17130553E

“Not just news, but hotnews from the East”

I was attached in the accounts department.

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“Not just news, but hotnews from the East”

The subsequent chapters focus on constrains and recommendations to the identified

“Not just news, but hotnews from the East”

1.4 Objectives of The Firm…………………………………………………………....10

Field attachment Activities

2.1 Attachment in the Accounts Department…………………………………………16-19

Linking Theory with Practice

3.1 Is Theory agreeing or disagreeing with practice……………………………………24-33

3.2 Is Theory up to date, applicable, adaptable and acceptable………………………...33

Conclusions and Recommendations

4.1 Problems encountered during program………………………………………………34

4.2Suggestions for Improvement to the organisation…………………………………..35-37

4.3 suggestion for improvement to the university…………………………………..38

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Advertiser, carrying out more adverts than news stories.

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advertising and 40% editorial or news.

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“Not just news, but hotnews from the East”

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“Not just news, but hotnews from the East”

 To be the leading integrated media, commercial printing and packaging

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“Not just news, but hotnews from the East”