Doves Hold­ings to in­crease mar­ket share

Chronicle (Zimbabwe) - - Business - Harare Bureau

DOVES Hold­ings plans to ride on its rep­u­ta­tion as the coun­try’s old­est fu­neral ser­vice provider to con­sol­i­date its growth tra­jec­tory and in­crease its mar­ket share.

Apart from grow­ing do­mes­tic sales, the com­pany will also fo­cus on the Di­as­pora mar­ket, with prime tar­gets be­ing the United States of Amer­ica, United King­dom and Aus­tralia, group chief ex­ec­u­tive Dr Tal­ent Mazivisa said last week.

“In re­sponse to mar­ket needs, we have redi­rected our in­vest­ment fo­cus around the de­vel­op­ment of our phys­i­cal in­fra­struc­ture, ser­vice de­liv­ery equip­ment and most im­por­tantly, de­vel­op­ment of a sat­is­fied clien­tele base,” said Dr Mazivisa.

“We en­joy around 36 per­cent of the lo­cal mar­ket share, a far cry from where we in­tend to be.

“As such, we are po­si­tion­ing our­selves for growth to ac­quire over 60 per­cent of the mar­ket over the next five years.

“While we have, in­deed, wit­nessed ex­po­nen­tial growth over the last two years ow­ing to the mar­ket’s ap­pre­ci­a­tion of our cen­tury-old brand, which is fi­nan­cially solid and re­silient - we re­main un­sat­is­fied.

“We ac­knowl­edge our mas­sive po­ten­tial of growth and in­tend to ex­ploit it with­out fail.”

Doves is among the most pop­u­lar brands in Zim­babwe and mostly recog­nis­able lo­gos.

Doves Mor­gan Fu­neral Ser­vices was the first pro­fes­sional fu­neral ser­vices es­tab­lish­ment in Zim­babwe, then Rhode­sia.

In 2012, Doves Hold­ings was taken over by a con­sor­tium of busi­ness­men led by Farai Mat­sika and Phibeon Bu­sanga­banye.

The com­pany com­prises four strate­gic busi­ness units spe­cial­is­ing in the pro­vi­sion of fu­neral ser­vices and fu­neral as­sur­ance prod­ucts na­tion­wide and glob­ally.

Doves Hold­ings also boast of the coun­try’s two ma­jor giants in coffins and cas­kets man­u­fac­tur­ing, in both solid wood and steel.

Apart from be­ing the pre­ferred fu­neral ser­vice provider for State fu­ner­als, Doves has risen to be the un­par­al­leled leader in the fu­neral ser­vices in­dus­try in Zim­babwe and the sub-Sa­ha­ran re­gion.

Dr Mazivisa said Doves was look­ing at re­claim­ing it’s po­si­tion as the prin­ci­pal fu­neral ser­vice provider by di­rect­ing fo­cus to­wards de­vel­op­ment of key pil­lars of busi­ness de­vel­op­ment.

“We have in­vested in new par­lours, buses, new age Ford Tran­sit 2016 model hearses, state of the art Hyundai re­moval am­bu­lances and fu­neral ser­vices equip­ment in­clud­ing tents, chairs, mo­bile toi­lets and low­er­ing de­vices,” said Dr Mazivisa.

This has im­proved ef­fi­ciency and ser­vice de­liv­ery to meet clients’ needs.

Dr Mazivisa said a state-of-the-art par­lour in Beit­bridge was near­ing com­ple­tion.

While the par­lour will prin­ci­pally ser­vice the lo­cal com­mu­nity, Doves en­vis­ages that it will also be­come a key con­duit in tap­ping into the Zim­bab­wean Di­as­pora com­mu­nity through repa­tri­a­tions from South Africa. Al­ready Doves has en­tered into a ser­vice de­liv­ery agree­ment with Doves South Africa which boasts of 161 branches.

“This de­vel­op­ment feeds into our strate­gic goal of grow­ing our foot­print be­yond our bor­ders into the SADC re­gion and as far afield as the United States and the United King­dom - where we have a healthy Di­as­pora com­mu­nity,” said Dr Mazivisa.

“Our in­ten­tion is clear here - it is to cater for Zim­bab­weans work­ing and liv­ing out­side the coun­try.

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