Attachment Report Caaz Mavunga PDF

FACULTY OF COMMERCE HONOURS DEGREE IN MARKETING
NAME MAVUNGA WASHINGTON
STUDENT NO’’ N0164289V
PROGRAMME MARKETING
COURSE INDUSTRIAL ATTACHMENT (CBU3001)
NAME OF THE COMPANY
CIVIL AVIATION AUTHORITY OF ZIMBABWE
SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS OF THE

BACHELOR OF SCIENCE HONORS DEGREE IN MARKETING
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FOR THE PERIOD: 01 SEPTEMBER 2018 TO 31 JULY 2019

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WASHINGTON MAVUNGA N0164289V

TABLE OF CONTENTS
Contents Page
Acknowledgements ……………………………………………………. 6
Abstract………………………………………………………………… 7
CHAPTER 1: ORGANISATIONAL BACKGROUND
1.1 Introduction……………………………………………………………. 8
1.2 Background of CAAZ…………………………………………………… 9
1.3 Company Logo………………………………………………………… 11
14 Location………………………………………………………………… 12
1.5 Core purpose, Vision and Mission Statement………………………. 13
1.6 Management of Authority…………………………………………… 15
1.7 Organizational Structure of CAAZ……………………………… 16
1.8 Functions of CAAZ…………………………………………………... 18
1.9 Regional Airports……………………………………………………. 19
1.0.0 CAAZ Stakeholders………………………………………………... 21
CHAPTER TWO: DEPARTMENTAL ANALYSIS
2.0 management overview……………………………………………… 23
2.1 Air navigation and technical service………………………………… 23
2.1.2Corporate Social Responsibility …………………………………… 25
2.1.3 flight safety and standards……………………………………………… 25
2.1.4 airport development and operations……………………………………. 26
2:1:5 airport transport development…………………………………………... 26
2.1.5 finance ……………………………………………………………………… 27
2.1.6 customer service…………………………………………………………… 28
2.2.7 public relations……………………………………………………….......... 28

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2.2.0 Administration and human resource……………………………………. 29

CHAPTER THREE: Perception and Expectations
3.2.1 Overview…………………….………………………………………… 31
3.2.2 Marketing function……………………………………………….…… 31
3.3.3 Customer Relations Management…………………….………………… 32
3.2.4 Human Resource …………………………………………………………… 32
CHAPTER FOUR: ACTIVITIES AND MAJOR FINDINGS
4.3.1 Report writing………………………………………………………………… 34
4.3.2 Management Response………………………...….…………………. 36
4.3.3 Authors Participation………………………………….…….……… 37
4:3:4 Expectations Vs Findings…………………………………….……… 39
CHAPTER FIVE: RELEVANCE OF BUSINESS MODELS
5:0 SWOT ANALYSIS………………………………………………………... 40
5:1 Strengths………………………………………………………………… 41
5:2 Weakness………………………………………………………………… 42
5:3 Opportunities……………………………………………………………. 43
5:4 Threats……………………………………………………………………. 44
5:1.0 PESTEL ANALYSIS
5:1.1 Political………………………………………………………………… 46
5:1.2 Economic………………………………………………………………… 47
5:1.3 Social ……………………………………………………………………. 47
5:1.4 Technology……………………………………………………………. 48
5.1.5Environment………………………………………………………………… 48
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5.1.5 Legal……………………………………………………………………. 49

5:2.0 MARKETING ANALYSIS
5:2.1 Product………………………………………………………………… 50
5:2.2Price……………………………………………………………………… 51
5:2.3 Place……………………………………………………………….……. 52
5:2.4 Promotion……………………………………………………………… 52
5.2.5 Process.……………………………………………………………………... 53
5.2.6Physical Evidence…………………………………………………………... 53
5:3.0 VALUE CHAIN ANALYSIS………………………………………………. 54
CHAPTER SIX: RECOMMENDATIONS ……………………………………………. 58
CHAPTER SEVEN: CONCLUSIONS………………………………………………… 61
CHAPTER EIGHT: APPENDICES AND REFERENCE…………………………… 62
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Acronyms
CSD CUSTOMER SERVICE DEPARTMENT

VFA VICTORIA FALLS INTERNATIONAL AIRPORT
ATC AIR TRAFFIC CONTROL
ANS AIR NAVIGATION SUPPORT
ASQ AIRPORT SERVICE QUALITY
CAAZ CIVIL AVIATION AUTHORITY OF ZIMBABWE
FIDS FLIGHT INFORMATION DISPLAY SYSTEM
PAO PRINCIPAL AVSEC OFFICER
AVSEC AVIATION SECURITY
VIP VERY IMPORTANT PERSON
ICAO INTERNATIONAL CIVIL AVIATION ORGANISATION
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Acknowledgement
First and foremost, I would like to express my profound gratitude to the

Almighty for granting me this exquisite privilege of learning and gaining
knowledge and for being my source of strength throughout my life. Closest to
heart and having always been there all my life, I want to thank my family for
looking out for me and pushing me to be the best I can. I am also grateful for
having a chance to meet so many wonderful people and professionals who led
me through this internship period. My deepest appreciation goes to the Civil
Aviation Authority of Zimbabwe (CAAZ) staff members for their endless
support throughout the attachment period. Let alone for welcoming and treating
me as one of their own and not merely a student, with them I have made life
long ties. It is my radiant sentiment to place on record my best regards, deepest
sense of gratitude to Miss ET Mlambo senior customer service officer, Damson
AVSEC officer and MR K Mpakaviri customer service supervisor for their
careful and precious guidance which were extremely valuable for my study both
theoretically and practically. Lastly great thanks are given to Tazviona Andrew,
Tendekai Kapito, and Tinotenda Craig for being my encouraging friends and
words alone are not enough but you have been so good to me. Without your
love and support I would not have reached this far and for that I am forever
thankful.
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EXECRCUTIVE SUMMARY
This report is written in partial fulfilment of a Bachelor of Commerce Honours
Degree in Marketing. Work related learning, is aimed at affording the
prospective graduate a practical experience of assimilation and integration of
theories learnt with practice of what they will ultimately execute after the
completion of the program and venture into the world of aviation industry.
Thus, by being exposed one can become innovative and this is an eye opener to
boost interest and enthusiasm of an individual within the industry and realize
self-confidence and awareness.
This report is to give a summary of work being carried out and the experience
gained during the period of internship. I worked as a Customer Service Officer
at Victoria fall international airport. The customer service department was more
concerned by analyzing ASQ reports, manning of information desk, liaising
with ATC department, service standard reports analysis and checking of FIDS.
Customer service department trends to maintain competitive advantage so as to
make sure every passenger have a memorable experience at VFA. My
internship period gave me the honor of rubbing shoulders with the giants in the
industry, from SADC region and globally VVIP diplomats and with various
celebrities hosted in the country and with such exposure a lot of knowledge was
acquired.
Writer critically analyses practical work and aligned it with course he did at his
first and second year. Moreover, he analyzed challenges faced on applying
theoretical aspects and challenges at working environment. Finally,
recommendations were suggested to what can be done to improve attachment
programs to CAAZ and NUST
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introduction
This chapter introduces the CIVIL AVIATION AUTHORITY OF

ZIMBABWE (CAAZ) by delighting the organizational profile and
structure, vision, mission statement and core values of the organization. It
therefore gives the reader an appreciation of the organization as a whole.
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HISTORY OF THE COMPANY
The history and development of Civil Aviation Authority of Zimbabwe can be
traced back to as early as in 1940s.In 1947 Southern Rhodesia Aerodrome
Board was tasked to advise the government on the selection of acquisition,
construction and maintenance of government aerodrome and landing grounds in
Southern Rhodesia. The city original aerodrome, Belvedere airport had proved
to be abandoned because the run way was some 45 degrees out of alignment
given that approaching aircraft had to enter through a gap of Warren hills and
the skewed alignment aircraft were forced to take off over the city centre which
posed a real danger of accidents.
Ministry of mines and transport set up an Airport panel to coordinate the
construction of the airport. The panel comprised representatives of the
interested government departments, the municipality of Salisbury and Rhodesia
railways.in 1951 it was announced that the airport would become a joint user
aerodrome for both civil aviation and the Southern Rhodesia Air Force(SRAF).
In 1956 July 1st the Salisbury airport was finally commissioned in Salisbury by
the government of Rhodesia and Nyasaland as headquarters. The organization
was known as Rhodesian Aviation Services (RAS), named after Rhodesia. The
airport terminal building was officially opened on 5 February 1957. The airport
was opened five months after being first used by airline traffic. During the
initial six months, Rhodesia’s Salisbury had the busiest airport in the Sub
Saharan region due to the booming industry and agriculture which allowed
regular inflow of people and outflow of goods .
The airport connects the capital with other local airports in Zimbabwe. These
include the Victoria Falls Airport in Matabeleland, the Joshua Nkomo Airport,
Prince Charles Airport, Buffalo Range Airport in Mutare, Masvingo Airport,
Kariba Airport and Hwange Airport among others. Later on the government
injects a large amount of money into improving airport and aerodrome facilities
throughout the country by extending and expansion of the regional airports.
Airfield Construction Unit to had undertaken an extensive search for a suitable
site in Victoria falls as a regional airport.
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In 1966 they managed to established the Victoria falls Airport as a regional
airport. In mid 1970s flights handled were from Harare directly and some from
Harare via Kariba and Hwange Airports. Later on the small terminal was
demolished and the Fire Station, Control Tower, restaurant and the run way was
upgraded and expanded to accommodate middle sized aircrafts. The type of
Aircraft operated was (Douglas c-47) Dakotas.
International flights from South Africa direct to Victoria Falls airport started
around 1978 when the runway was upgraded. In the early 1990 terminal
building was again extended ahead of the Common Wealth Heads of
Government Meeting (CHOGM). After the independence the Civil Aviation
Authority of Zimbabwe (CAAZ) become a statutory body that was established
by the government of Zimbabwe in 1999 under terms of the Civil Aviation Act
(Chapter 13:16) of 1998. It was established replacing the former Department of
Civil Aviation within the Ministry of Transport and Energy. Later on it was
further expanded and it commissioned by former president RG Mugabe on 16 th
November 2016.
Civil Aviation Authority of Zimbabwe is the government body responsible for
regulating and managing Zimbabwe’s airspace and airports unbundling. The
authority would ensure good corporate governance and efficiency within the
aviation industry. CAAZ was commercialised and is focussing on increasing its
revenue streams rather than rely only on traditional sources such as landing and
parking fees. The authority is mandated to promote the safety, regular and
efficient use and development aviation inside and outside Zimbabwe. More so,
to advice the government of Zimbabwe on all matters relating to domestic and
international airspace. Its functions includes the provision of air navigation and
technical services, airport development and operations as well as regulating and
enforcing flight safety and standards.
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COMPANY LOGO AND CORPORATE IDENTITY
The Civil Aviation Authority of Zimbabwe branded itself, below is the

corporate logo and destination logo.
CIVIL AVIATION AUTHORITY OF ZIMBABWE

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LOCATION
PHYSICAL AND POSTAL ADRESS
Head office
3rd level Robert Gabriel Mugabe International Airport
P bag CY 7716
Causeway
Harare
Tel +263 242 585073-80,585009-20
Cell +263 772 132 715-30
pr@caaz.co.zw
Regional Office
Victoria Falls International Airport
Bag 9
Victoria falls
Tel: +263-083 44428,41575-6
Cell: +263 772 132 735-40
Email: pr@caaz.co.zw
The Victoria Falls Airport is situated 21 kilometres South East of the Victoria
Falls Town in a central position in the southern Africa Region earning itself the
title “Regional Tourism Hub”. It is a home to one of the Seven Natural
Wonders of the World and World Heritage site “THE MAJESTIC VICTORIA
FALLS” were the water fall mesmerises with its thunderous cascading sheets of
falling waters. The Airport occupies an area of approximately 500 hector
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ORGANIZATIONAL VISION, MISSION STATEMENT, MANDATE, AND VALUES
VISION
 To be a regional hub of world class aviation services by the year

2020
MISSION
 To provide customer driven, safe and secure airport, air navigation

and regulatory services through a highly productive workforce
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MANDATE
 To promote the safe, regular and efficient use and development of

aviation inside and outside Zimbabwe; and
 To advise the Government of Zimbabwe on all matters relating to
the domestic and international aviation.
VALUES
 Continuous
 Team work
 Client service
 Integrity (Ubuntu, Hunhu)

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Management of Civil Aviation Authority of Zimbabwe(CAAZ)
Overview
The Civil Aviation Authority has a Board of Directors that is appointed by the
Minister of Transport, Communications, and Infrastructural Development. The
Board, in turn, appoints the Chief Executive Officer responsible for day to day
operations of Civil Aviation Authority of Zimbabwe. The Chief Executive is
responsible for the administration, financial management, supervision as well as
the overall performance of the authority and reports to the Board of Directors
(non-executive members). He is assisted in the day to day operations of the
organization by the Operating Officers and a team of divisional directors who
report to him concerning the matters affecting the authority; However, in
Victoria Falls the Regional Manager controls the day to day operations of the
office and report to the Regional Coordinator who is in Harare. CAAZ
organisational structure is divided into eight divisions which are: -.
 Air Navigation & Technical Services.
 Airport Development & Operations.
 Flight Safety & Standards.
 Air Transport Development
 Finance.
 Human Resources & Administration.
 Corporate Services.
 Customer Services & Public Relations.

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ORGANISATIONAL STRUCTURE
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FUNCTIONS OF THE AUTHORITY
The goals and functions of CAAZ are detailed in the Civil Aviation Act and
include:
Regulates the operations of all Zimbabwean registered aircraft

Regulates the aviation industry
Licenses aircraft maintenance and flight
personnel
Advises the Government of Zimbabwe
on all matters related to civil aviation.
Ensure and enforce the maintenance of
safety standards in relation to personnel, aerodromes, and aircraft
Regulates and promotes the development of air transport
Negotiates air services agreement
Plans and develops airport infrastructure ahead of demand
Enforces high performance standards for efficiency in airport
operations
Provides high quality aviation services
Promotes and facilitates the development of air cargo
Provides the highest standard possible of airport emergency services
Provides air traffic control services to ensure a safe, orderly, and
expeditious flow of aircraft movements within the Zimbabwe Flight
Information Region (ZFIR)
Provides air space management
Provides air navigation equipment
Provides Search and Rescue (SAR)
service to aircraft in distress within the Zimbabwe airspace (ZFIR)
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CAAZ REGIONAL AIRPORTS
Within the country, CAAZ managed to position its airport in the key regions.
The main purpose of segmenting was to decentralize its activities and promote
the development of aviation infrastructure at regional level. The key regional
airports are as follow: -
JOSHUA NKOMO AIRPORT
VICTORIA FALLS AIRPORT
PRINCE CHARLES AIRPORT
BUFFALO RANGE AIRPORT
MASVINGO AIRPORT
KARIBA AIRPORT
HWANGE AIRPORT
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main Airports in Zimbabwe
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CAAZ KEY STAKEHOLDERS
o NHS
o ZTA
o NATIONAL PARKS
o EMA
o The Department of Immigration
o Zimbabwe Parks and Wildlife Management Authority (ZPWMA)
o ZIMRA
o SHEAR WATERS
o WILD HORIZON
o WILDERNESS SAFARIS
o CATS
o SAFARI LOGISTICS
o GREAT PLAINS
o PORT HEALTH
o KHANONDO
AIRLINES
• AIR ZIMBABWE
• ETHOPIAN AIRLINE
• SOUTH AFRICAN AIRWAYS
• FAST JET
• COMAIR
• KENYA AIRWAYS
• AIR NAMIBIA
RESTAURANT AND LOUNGES
• MAKUWA LOUNGE
• NHS LOUNGE
• CAFÉ EXPRESSO
• CATER CRAFT
• RTG RAINBOW
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TRASNFER AND CAR RENTALS
• AVIS
• LED
• KHANONDO
• BUDGET CAR HIRE
• EUROPE CAR
• IMPALA CAR RENTALS
• EASY GO
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CHAPTER 2
DEPARTMENTAL ANALYSIS OF THE ORGANIZATION
INTRODUCTION
This Chapter gives an elaborate overview and illustration of structures of the

departments within the Civil Aviation Authority of Zimbabwe. It furthermore
explains the functions and responsibilities of the departments within the
Authority which are Air Navigation and Technical Services, Airport
Development and Operations, Flight Safety and Standards, Air Transport
Development, Finance, Human Resources and Administration, Corporate
Services, and Customer Services and Public Relations
Air Navigation and Technical Services

The Directorate of Air Navigation and Technical Services (DANTS) is
responsible for the provision of air navigation services in the Zimbabwean
airspace that comply with the National regulations and ICAO Standards and
Recommended Practices (SARPS). It is composed of two departments namely,
Air Traffic Services and Technical Services. The primary functions of this
department are to provide the following services:
Air Traffic Control (ATC)
This is responsible for the provision of a safe and expeditious flow of air traffic
in the Zimbabwe airspace. This includes coordinated control and separation of
aircraft that are landing, departing, over flying and aircraft movements on the
ground to prevent collisions with other aircraft, vehicles or obstacles.
Alerting Services
This ensures that Search and Rescue operations are carried out in the event of
any aircraft getting lost or being involved in an emergency.
Aeronautical Information Services
(Flight Crew Briefing, Notam Office and Aeronautical Communications)
This service involves the efficient dissemination of aeronautical information
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which is used by air traffic controllers, pilots and aircraft operators for the safe
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operation of aircraft. It includes the processing and promulgation of flight plans
and Notices to Airmen, called NOTAMs.
The department is responsible for the procurement, installation and maintenance
of Communication, Navigation and Surveillance/Air Traffic Management
(CNS/ATM) Systems that are utilized by air traffic controllers and pilots. The
department also maintains the Authority’s fire fighting vehicles, passenger
buses, electrical systems and the mechanical, refrigeration and air conditioning
systems at all the airports. It is comprised of the Air Navigation, Technical
Support and Automotive sections.
Air Navigation Service
supports Air Traffic Control system by ensuring high availability of all
Communication, Navigation and Surveillance/Air Traffic Management Systems
(CNS/ATM)
Technical Support Service
supports airport operations by providing high availability of electrical,
mechanical and refrigeration systems at all the airports.
Automotive Workshop.
supports high availability of fire fighting vehicles, stand by generators and
airside passenger shuttle buses.
Due to the specialized nature of services in the air traffic services department,
the training of staff in air traffic control, aeronautical information services
(briefing and notam offices) and aeronautical communication is carried out in-
house in the training center at Harare International Airport for most of the
courses. For those courses where there is no in-house capacity, staff is sent out
to external ICAO credited training institutions.
Technicians are engaged at different levels and trained on the repair and
maintenance of plant and systems used by the Authority. Some of this training
is done at factories from which equipment is purchased.
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CORPORATE SOCIAL RESPONSIBILITY
Responsible CAAZ is our commitment to support local charities and economies

while managing our impact on these communities and the environment. We aim
to strike a balance between the environmental impact of our existence and the
social and economic benefits of our airports while offering our passengers
services benchmarked against international standards. This balance is therefore
possible through working closely with our stakeholders in forging mutually
beneficial programmes.
Responsible CAAZ carries out the following activities:

a) Supporting local charities.
b) Reducing our environmental impact.
c) Community Engagement.
d) Investing in communities and supporting economic growth.
FLIGHT SAFETY AND STANDARDS
The Civil Aviation Authority of Zimbabwe (CAAZ) is responsible for the safety
oversight of civil aviation activities in Zimbabwe. The International Civil
Aviation Organization (ICAO) published Standards and Recommended
Practices (SARPs) in 19 Annexes which promote safety and global
standardization in international aviation. As a contracting state to ICAO,
Zimbabwe has an obligation to ensure that all local civil aviation activities
comply with the SARPs and it is done through the Directorate of Flight Safety
and Standards. Activities that are regulated include:
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 Certification of airlines, charter companies, aircraft maintenance

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organizations, and aviation training organizations.

 Certification of aerodromes, air traffic services, air navigation services
and all high-rise structures.
 Registration and airworthiness of aircraft.
 Licensing of aviation personnel.
 to assure the protection and safety of passengers, crew, ground
personnel, the general public, aircraft and facilities of an airport serving
civil aviation, against acts of unlawful interference perpetrated on the
ground or in flight.
AIRPORT DEVELOPMENT AND OPERATIONS

Airports need to have the infrastructure in place to provide efficient operations
in line with safety and security, allow aircraft to operate efficiently, minimize
inconvenience for passengers, and provide fast and reliable baggage systems.
As air traffic continues to grow, airports need to ensure that each system is
flexible enough to accommodate future requirements. As airport development
and operations their key roles are to: -
- Plans and develops airport infrastructure ahead of demand
- Enforces high performance standards for efficiency in airport operations
- Provides high quality aviation services
- Promotes and facilitates the development of air cargo
- Provides the highest standard possible of airport emergency services
AIR TRANSPORT DEVELOPMENT

air transport is an important enabler to achieving economic growth and
development. Air transport facilitates integration into the global economy and
provides vital connectivity on a national, regional, and international scale. It
helps generate trade, promote tourism, and create employment opportunities.it
key function is to: -
- Regulates and promotes the development of air transport
- Negotiates air services agreement
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FINANCE DEPARTMENT
This department is responsible for handling all the financial activities and
needs of the organization. It is responsible for revenue collection,
budgeting and budgetary control, asset management, payments to
payables, stores management. The finance department is divided into the
revenue department and the expenditure department.
Revenue Department
The Authority recognize revenue when the amount of revenue can be
reliably measured and it is probable that future economic benefits will
flow in to the entity. Revenue is measured at the fair value of the
consideration received or receivables for the sales of goods and service in
the ordinary course of authority activities. Revenue of Authority
comprises the following:
aeronautical
non-aeronautical
AERONAUTICAL REVENUE
It consists of following:
Aircraft dispatch fee
Air service permit
Navigation revenue
Flight safety and standards revenue
NON AERONATICAL REVENUE
Car park fee

Apron fees
Busing fee
Aerodrome ground power service fees
Aviation fees
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CUSTOMER SERVICE DEPARTMENT
The customer service department plays an important role in the survival and
continued functioning of the organisation. Although there are many different
roles that a customer service department plays, major functions of the
department is to provide all necessary help and support to passengers as
required by our customer airlines which may include check in, baggage
processing, reservations and ticketing, boarding of flights, air-bridge operation,
handling of VIPs, provide special passenger assistance, handle customer
complaints and other duties as assigned.
Functions of customer service department

 To ensure customer expectations in the service provision are met and
exceeded
 Provision of information
 Airport facilitation
 Customer feedback management
 Airport facilities checks and inspection to ensure sound terminal upkeep
 Monitoring airport service standards and operational system to enhance
customer satisfaction
 Promotion of service excellence at airports
 Ensure system availability and serviceability
 Coordinate and conduct airport tours
PUBLIC RELATIONS DEPARTMENT

The Communications and Public relations department is the bridge between the
Authority and its publics that provide input into strategies and helping correlate
the resources of the organization and the demands of its publics. Public relations
and Corporate Communications efforts hinges on building and consolidating
relationships through an effective two-way communication style. On improving
the destination’s image Corporate Communications and Public Relations
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department is central in advancing the under listed PR activities in collaboration

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with the Marketing Department. This department is responsible for bidding for
festivals and events to come to Zimbabwe such as
PIDA
AVIATION DAY
Functions of the Public relations and corporate communications
 Corporate identity and visibility

 Media Relations
 Managing relations with the Public
 Corporate Communications (Internal and External)
 Corporate Social Responsibility
 Crisis Management
 Image building and perception management programs
 Goodwill Ambassadorial programs
 VIPs and Celebrities host programs
 Local and international media familiarization tours.
ADMINISTRATION AND HUMAN RESOURCES DEPARTMENT
ADMINISTRATION DIVISION
This division is responsible for purchasing and preparing orders for the
organization and various administrative duties like building/office
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maintenance, managing drivers and transport needs. The division is under

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the supervision of the Administration Officer assisted by the
administration clerk, three messengers and two drivers/messengers.
Functions of the Division
 Invoicing and making purchase orders

 Developing purchasing policies and procedures
 Procurement of good and services
 Stock control and distribution of all consumables
 Mail delivery and collection through drivers and messengers
 Servicing the organization’s transport needs
HUMAN RESOURCES DIVISION
This a key function tasked with ensuring the organization’s talent needs are met
in-terms of recruitment, induction, welfare and maintaining a conducive
working environment for the workforce in compliance with all legal and social
requirements.
Functions of the Division
 Human resource/talent planning

 Recruitments and selections
 Creating and implementing motivational strategies
 Performance appraisal of employees
 Staff remuneration and allowances
 Staff welfare 30
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CHAPTER 3
PERCEPTIONS AND EXPECTATIONS BEFORE ATTACHMENT
Prior to industrial attachment the student had little knowledge of Civil Aviation
Authority of Zimbabwe. The student knew very little of its principal business,
its culture, market share and its service provision. The student thought work was
going to be very tiresome to the extent that the student was going to learn most
of the things on her own, surprisingly the supervisors and other departments as a
whole made it easier to go through. management knowledge I was expect to find
at CAAZ regarding to my two years of academic’s exposure relating to the
Marketing functions (market research, marketing information, customer relation
management) and Human Resource functions.
MARKETING FUNCTION
Marketing Research
as the systematic gathering and analysis of marketing-related data to produce

information that can be used in decision making. Marketing research involves
following a systematic sequence of steps that will produce reliable and valid
data. Through analysis and interpretation, the data are transformed into
information suitable for decision-making purposes by managers. Typically, data
alone are simply not usable. It is the analysis and interpretation of the data that
makes them useful to managers.
Market Information
To identify the needs, wants and demands of the consumers and then analysing
the identified information to arrive at various decisions for the successful
marketing of a firm’s products and services is one of the most important
functions of marketing. The analysis involves judging the internal weaknesses
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and strengths of the organization as well politico-legal, social and demographic

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data of the target market. This information is further used in market
segmentations.
Customer relationship Management

Customer relationship management (CRM) is a combination of people,
processes and technology that seeks to understand a company's customers. It is
an integrated approach to managing relationships by focusing on customer
retention and relationship development. CRM has evolved from advances in
information technology and organizational changes in customer centric
processes. Companies that successfully implement CRM will reap the rewards
in customer loyalty and long run profitability. However, successful
implementation is elusive to many companies, mostly because they do not
understand that CRM requires company wide, cross functional, customer
focused business process re-engineering. Although a large portion of CRM is
technology, viewing CRM as a technology only solution is likely to fail.
Managing a successful CRM implementation requires an integrated and
balanced approach to technology, process, and people.
Human resource function:
The role of human resource management is to plan, develop, and administer

policies and programmes designed to make expeditious use of an organisation’s
human resources
The author expected to find the following human resource functions as
application of theory into the practical world:
 Recruitment and selection – It is a human resource function that attracts
qualified applicants to fill job vacancies. In the selection function, the
most qualified applicants are selected for hiring from among those
attracted to the organisation by the recruiting function. The author
perceived that recruitment need and decision to recruit was done in a
decentralized manner that is by regions.
 Off the job training- this refers to training that is done away from the
working environment that relaxes the employees as they are not counted
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as to be directly productive workers while such training takes place yet it

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equips them with the knowhow on executing their duties. This has an

advantage of providing thorough training as great focus is channelled
towards training. The author expected to find the HR department
responsible for sending its management to further their education in
particular areas of interest.
 Training and management department- this mainly focuses on ‘on the job
training’ that takes place in day to day working conditions using the
actual tools, equipment, documents or materials that trainees make use of
when they are fully trained to execute the jobs.
 Safety and health management- this always looks into employee safety
conditions and health requirements ensuring that the employees are well
fended for and constantly being updated for the safety of the employees.
The author expects that the HR was responsible for employee safety and
health issues.
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CHAPTER 4
ACTIVITIES AND MAJOR FINDINGS
Report Writing
ASQ monthly reports
It is a regular leaflet that is produced by an organization for its service it

provides in comparison with other international airports. The author was
responsible for producing this monthly report with maximum creativity. The
report comprises of the activities that occurs at the airport during the month in
line with international set operational standards. The ASQ report main objective
is to provide the participating airports with the research tools and management
information to better understand passengers’ views with respect to an airport’s
products and services. The services that will be measured include terminal
environment, arrival service performance and airport facilities. preparation of
these reports is to assist and recommend relevant strategies
to improve and upgrade the service of the CAAZ managed Airports for the
benefit of its clients. The author faced challenges in the creativity part of the
report that at times I would take time for at least minimum of 1 week preparing
the report since I was not fully equipped with the CAAZ operational systems in
and out.
Service Standards Report

It is the report which shows how the service are being delivered to the
passengers. I managed to prepare these reports on how services are being served
to customers on monthly bases. The services that will be measured is security
performance, check in performances, terminal cleanliness, baggage delivery
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process and passport control performance. This report helped in various

decision making done by management in trying to make adjustment on the
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services that will be compromising the quality of our airport. The main
objective of these report is to ensure that the services are being provided as per
customer satisfaction.
Complains Handling Report

the author managed to produce the complaint monthly report. This report
compile all the complains being raised by passengers at our airport. The report
also shows the grey areas need to be tackled to make sure that we offer a
memorable experience and we take this as an opportunity to improve our
services. Complaints can provide a window for an agency into the effect of its
day to day operations and can be a rich source of information about any
problems or inefficiencies that might be occurring. This will promote good
relations with the public by reassuring them that as CAAZ we are committed to
resolving problems, and willing to improve public satisfaction with the services
provided.
VIP and Conferences Report

The author used to make some monthly reports basing on the VIP movements
as per monthly bases. the report will help us to initiate stocks purchasing
process as soon the re order levels reached. This is a binocular to the
organisation since it enlightens on the challenges being faced in the industry and
how to make a counter attack for it what is happening with in the industry.
School Tour Report
The author was responsible for writing the report of schools visited every month
for the income generated as per Quarter. This report pictured out that our
services we offer them is valuable in their core curriculum in terms of academic
wise and guidance as well. The report also required creativity as it was
supposed to be colorful and presentable. At first the author did not adjust
quickly to SPSS the one used to categories the school based on their regions
such that he would redo the same report more than twice. However, as time
progresses the author was so brilliant in statistical analysis and designing of
these reports.
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Terminal Faults Report

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The author produced this weekly report. The report would give an insight on the
faults or any breakages need to be fixed up with in the terminal. This report is
the summary of terminal checklist which depicts the status of the terminal
services on a daily basis. The author sourced the information from terminal
service crew. This report helped in various decision making done by
management in trying to make our services so convenience for passengers when
they are at our terminal without challenges.
Management Response
This is a section that is responsible for ASQ research surveys to garner feedback
from their customers about our products and services. Once the surveys are
completed, the results can be used to make crucial business decisions. They
make sure that all customers are satisfied with their product quality, customer
service and other issues. A high satisfaction level among consumers can have a
direct impact on customers repurchase intentions, according to the article titled
"Guest satisfaction and restaurant performance at Entrepreneur.com. Contrarily,
if consumers are not satisfied with a company's products or services, the
company will need to immediately address key problem areas divulged from the
surveys; or possibly suffer a loss in repeat business and sales.
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Authors Participation
Attending meetings and taking down minutes

Meetings with residence representatives were held on a quarterly basis. The
meeting agenda was to update each other on company performances and
improvements that might be required to achieve high customer satisfaction.
Challenges that were being faced by our customers were shared in the meeting
and possible ways to solve them were shared as well. Updates on new
developments coming into the markets were shared and also improvements that
have been incorporated from the previous meeting. The meeting agenda was to
update the team on sector performance and problems that needed to be
addressed by management. The team will brief each other on their quarterly
achievement. Challenges were also shared in the meeting and ways to solve
them were shared as well. Ideas were shared on how best the team could
achieve customer satisfaction and meet the set targets. The author also attended
several other meetings such as exhibitions planning meetings where suggestion
on the best way to exhibit our services was discussed. The author took the
meeting minutes and also typed them for better storage and reference purposes.
The author also participated in giving out ideas and possible solution.
Customer complaint handling

this department was responsible for revisiting all complains by solving them as
well to notify the customer. The author at this department was responsible for
distributing customer feedback and to make sure they are readily available
anytime. More so, he would capture data into the system for back up and filing
up of customer complains for further reference whenever required. The
customer complaint handling section was also responsible for terminal checklist
to make sure all the services and facilities are working as per customer
requirements.
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School tours
The author had a great exposer about the whole airport by leading the school
tours from all departments. School tours were done to broaden the students’
knowledge and also to make them understand more on their subject they will be
doing for example physics and geography and as well for safety awareness
campaigns. The customer service team teaches school children on the issues of
first aid, how the aeroplane are controlled and how to apply the concept of
motion on taking off of an aircraft and metrological instruments and their use.
The author had the opportunity to communicate with the school headmasters for
school bookings. He had the opportunity also to make the presentations at
schools addressing the students for them to grasp the aviation concepts.
Event planning and facilitation

The author had a brilliant opportunity for being a part and parcel of function
organising team of the organisation. the author got an opportunity to generate
ideas to share with customers on the social media platforms. The ideas were
categorized depending on the aim or what the message wants to portrait to the
customers at large that could be informative, educative, to promote awareness,
gaining fan engagement to mention a few. The events author participates
include Customer service week, PIDA, Aviation day. more so he participated in
facilitation of VIP, ministerial and diplomats and know the guidelines and
procedures to the use of VIP facilities. He managed to master the important of
the National Order of Precedence.
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EXPECTATIONS VERSUS MAJOR FINDINGS
From the expectations that the author had pre-attachment some were confirmed
and some were not.
Marketing function
The major findings were that at CAAZ the customer considerations or
suggestion is not of paramount important because throughout the whole
terminal there are no suggestion box hence some ideas automatically are
knocked out. the customer service team come up with some customer feedback
to bridge the gap to a lesser extent. They full titled and referenced forms by
making them available in the terminal for every customer to feel in the details.
The author had the responsibility to update complains register on a weekly
bases and send it to the customer service supervisor every mid-month
The author expected to find a section responsible for the whole company
researches. To a lesser extent CAAZ is bothered with researches of customer
needs. However, the introduction of company social media pages made it easier
for the author to gather the needs of the customers. Also media review and
meetings with residence was of help in gathering the customer needs and
expectations, hence this helped to close the sevqual gap.
The author also expected to find massive advertisement on the issue of vacant
spaces at the terminal to offer variety services and facilities. The company was
reluctant to advertise on social media and TV adverts. However, the author
together with the other customer service team managed are yet to come up with
contend that were constantly updated on social media pages.
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CHAPTER 5
RELEVANCE OF THEORY TO PRACTICE

The author got the opportunity to appreciate the importance of theory learnt
from academic courses. This was put into practice in the course of executing
tasks below are models and the theory learnt that the writer was able to apply:
SWOT Analysis
SWOT analysis is designed to facilitate a realistic, fact-based, data-driven look

at the strengths and weaknesses of an organization, its initiatives, or an industry.
The organization needs to keep the analysis accurate by avoiding pre-conceived
beliefs or grey areas and instead focusing on real-life contexts. Companies
should use it as a guide and not necessarily as a prescription. It is way,
reviewing the strengths of an organization, its weaknesses, opportunities it can
capitalize on for maximum profits, and the threats to achieving its full potential
provides very invaluable information to the organization about the market and
understanding the industry, as well.
The aviation industry is not an exception, it too has its own share of strengths
and opportunities which once utilized by an organization can help it grow
substantially and weaknesses and threats which the organization must strive to
minimize to the lowest possible levels. Based on the current realities assessment
of CAAZ the following are the strengths, weaknesses, opportunities and threats.
STRENGTH
CIVIL AVIATION AUTHORITY OF ZIMBABWE has numerous strengths
that help it to thrive in the aviation market place. These strengths not only help
it to protect the market share in existing markets but also help in penetrating
new markets. Some of the strengths of CAAZ are:
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Strong distribution network – Over the years CAAZ has built a reliable
distribution network that can reach majority of its potential market.
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Highly skilled workforce through successful training and learning programs.
It is investing huge resources in training and development of its employees
resulting in a workforce that is not only highly skilled but also motivated to
achieve more.
Successful track record of developing new products – product innovation.
Strong dealer community – It has built a culture among distributor & dealers
where the dealers not only promote company’s products but also invest in
training the sales team to explain to the customer how he/she can extract the
maximum benefits out of the products.
Strong Brand Portfolio – Over the years CAAZ has invested in building a strong
brand portfolio. The SWOT analysis of CAAZ just underlines this fact. This
brand portfolio can be extremely useful if the organization wants to expand into
new product categories.
The organisation thrives through team work and the staff is quite innovative and
resourceful, they strive to produce good results thus results-driven.
The organisation encourages staff to develop themselves by allowing staff time
off to attend lectures and write exams thus a highly educated and dedicated
workforce.
Good recruitment policy that has led to 80% of the staff having at least a degree
or higher diploma or professional qualifications.
CAAZ is a gender sensitive organisation and has a fairly young workforce thus
enabling the bringing in of new and fresh ideas.
CAAZ has a well-defined structure in place with job descriptions for all jobs
It is a vibrant organisation with strong and visionary leadership and well-
coordinated departments
Weaknesses
One of the major weaknesses in CAAZ is infrastructural development.
The development of infrastructure has been very slow thus unable to keep
up the pace of growth of the aviation sector. It is therefore, a major
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bottleneck in the industry. It should therefore, give priority to investing in

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infrastructure by constructing state of the art airports with adequate runways

and ample parking lots for passengers. It should also invest on routes leading
to the airports to help reduce passenger delays due to traffic.
They have been known to have a very high ‘spoilage’ rate in comparison
with other industries.
Standard terminal is very expensive and running all the airsides equipment
requires a very huge capital outlay. For this to work to the advantage of the
airline, proper marketing strategies are required, and careful planning to
ensure that returns on investment are greater than the initial investment.
CAAZ have to maintain a huge work force which is spread over an outsized
ecological area and which requires constant communication and monitoring.
For this to work to its advantage, extensive evaluation of the personnel is
required to ensure competence and also the ability of the workers to work
under minimum supervision.
There is unavailability of complimentary/free Wi-Fi at the terminal B which
is domestic terminal.
Opportunities
There are many opportunities that an airline can capitalize on to reap
maximum profits. Expected investment is one of the opportunities that can
benefit an airline. The aviation sector is ever growing, and there is an
increasing number of stakeholders in the industry willing to invest in air
travel. An airline can take this opportunity to increase its capital base so as to
be able to enjoy large economies of scale.
Development of new products and services can have a substantial blow on
the profits of an organization. In aviation, an airline can introduce mailing
services for delivery of mails and parcels across the globe. It can also
introduce special fare packages for those travelling to certain destinations for
pleasure or business.
Technological advancement and investment in information technology is an
opportunity that can greatly help an organization to minimize its operation
cost. It should rely on information technology to offer more customers
friendly services and also provide customers with other services like internet
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while travelling which would make them pay more for the services hence
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increasing the profit margins of the organization.

The organization should evaluate end user response to its services to gain
information on what areas of its services to improve. This would go a long
way in helping the organization acquire new customers as well as retain its
old ones who are satisfied with the services being offered.
The organization should also take the opportunity to expand and cover a
larger geographical area. It should grow into the untapped markets and offer
its products and services in these regions. Having a large customer base
would increase its profits.
Acquiring better supply deals, for example, a less expensive fuel supplier
would greatly minimize the operation cost of an organization in the aviation
industry. These can also retain its suppliers but negotiate for better deals
with the aim of increasing its profit margin.
Cutting down on delays is very important in the aviation industry.
Minimized delays would mean less refunds and minimal compensation due
to inconveniences made. It would also help the organization to gain the
customers trust thus establishing itself as a carrier of choice for many
travelers.
Linking up with other carriers in the industry is an opportunity that should
not be ruled out. Linking up with another carrier would increase the
passenger volume greatly. This can be done through ensuring a coordinated
schedule where the airlines offer their services to various destinations
through a sharing agreement. Only one carrier flying to a given destination
from a particular location would enable the partnering carriers to avoid the
long time taken before an aircraft is filled.
Threats
There are many threats facing organizations in the aviation industry.
Travelling for leisure and business is greatly impacted by the global
economy. A downturn in the global economy means that less people are
likely to travel for pleasure and to do business. This leads to low income to
the airline during this period. To minimize the effect of this, the organization
should devise a mechanism of lowering its operation cost to the minimum
possible levels to avert possible losses due to its operating costs exceeding
income.
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Some government legislation can also be a major threat to investors in the

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aviation industry. Intervention by the government can come with it rules

which are very costly to adhere to and also competition from unexpected
quarters, for example, from international airlines due to liberalization of the
market.
There is a seasonal demand especially where the largest percentage of
travelers involves those travelling for leisure. In this case, the highest
demand is likely to be during international holidays like the Christmas
season and a significant decrease in demand midway through the year. To
ensure that there is no considerable drop in customers during the off peak
seasons, the organization can come up with a method of encouraging people
to travel during this period by, for example, lowering the travelling rates,
offering discounts and special travelling packages.
Over the next few years, huge investments are expected to be made in the
aviation industry. Organization are likely to crop up and this will lead to a
strain on the available pilots, and airport staff. This will be a limiting factor
to the continued growth of the organization. To prevent this, the CAAZ
should start training its own pilots and airport staff. This would in future give
it an advantage over the other airlines which would be experiencing a
shortage of the same. The organization can therefore, transform this threat
into an opportunity by selling some of its staff to the other businesses for a
profit.
With the increasing number of airlines and aircrafts, there is likely to be a
marked shortage of airports and airport facilities therefore it should invest
heavily in its own airports and ensure that they have ample parking bays for
its aircrafts.
The greatest hurdle facing many airlines today is high fuel prices. A huge
upward surge in fuel prices can destabilize an investment in the aviation
industry. To counter this, the CAAZ should ensure that it has its own fuel
reserve so that it is not immediately affected by the changes in fuel prices as
it will have time to adjust while relying on its fuel reserves. With its own
reserve, it can benefit from this threat by providing that much needed
resource to its competitors at a large profit margin.
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PESTEL ANALYSIS
Political factors
are often related to the level of intervention and nature of intervention of the
local and national government in the business and economic environment.
Government policies and governance system plays a huge role in nature and
objectives of the policies.
Political Factors that Impact
 Governance System
The present governance system in CAAZ has served its purpose for the long
time and I don’t think much will change in the process even though it may
throw up leaders that can lead divergent policy making from the historical
norm. CAAZ has to keep a close eye on the industry wide government priorities
to predict trends.
Other stakeholders such as non-government organizations, protest & pressure
groups, activist movements play critical role in policy making in Zimbabwe.
CAAZ should closely collaborate with these organizations so that it can
contribute better to the community goals as well as with corporate goals.
 Government resource allocation and time scale
The Zimbabwe new government policies can improve the investment sentiment
in the Transportation sector. Given the wider acceptance of the suggested
policies among population, it is safe to assume that the time scale of these
policies will be longer the mandated term of the present Zimbabwean
government.
 Armed Conflict
There are no imminent threats to Zimbabwe from the disruption in the business
environment because of military policies, terrorist threats and other political
instability. CAAZ has experience of handling operations in difficult
circumstances.
 Changing policies with new government
Studying the current trends, it seems that there can be a transition of
government due to elections. CAAZ has to prepare for this eventuality as it will
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lead to change in governance priorities of Transportation sector.

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Economic Factors
 Downward pressure on consumer spending

The consumer disposable income has remained unstable, which result in
growth of inequality within the society will negatively impact consumer
sentiment and thus impact consumer spending behavior.
 Skill level of workforce in Malaysia market –
The skill level of human resources in Zimbabwe is moderate to high in the
Transportation sector. CAAZ can leverage it to not only improve services in
Zimbabwe but also can leverage the skilled workforce to create global
opportunities.
 Economic Cycles
The performance of CAAZ is closely correlated to the economic performance of
the economy. The growth in last decade was built upon increasing globalization
and utilizing local resources to cater to global markets.
Social factors
 The demographics of the population, meaning their respective ages and

genders, vastly impact whether or not a certain product may be marketed
to them. Makeup is mostly catered to women, so targeting a majority
male population would be less population than targeting a population that
is mostly female.
 The class distribution among the population is of paramount importance:
CAAZ would be unable to promote a premium product to the general
public if the majority of the population was a lower class; rather, they
would have to rely on very niche marketing.
 To some extent, the differences in educational background between the
marketers and the target market may make it difficult to relate to and
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draw in the target market effectively. CAAZ should be very careful not to
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lose the connection to the target market's interests and priorities.

 It needs to be fully aware of what level of health standards, reactions to
harassment claims and importance of environmental protection prevail in
the industry as a whole, and thus are expected from any company as they
are seen as the norm.
Technological factors
 The recent technological developments and breakthroughs made by
competitors, as mentioned above. If CAAZ encounters a new technology
that is gaining popularity in the industry in question, it is important to
monitor the level of popularity and how quickly it is growing and
disrupting its competitors’ revenues. This would translate to the level of
urgency required to adequately respond to the innovation, either by
matching the technology or finding an innovative alternative.
 How easy, and thus quickly, will the technology be diffused to other
firms in the industry, leading to other firms copying the technological
processes/ features of CAAZ
 How much an improvement of technology would improve/ transform
what the product initially offers. If this improvement is drastic, then other
firms in the industry suffer more heavily.
 The impact of the technology on the costs that most companies in the
industry are subject to have the potential to increase or reduce the
resulting profits greatly. If these profits are great in number, they may be
reinvested into the research and development department, where future
technological innovations would further raise the level of profits, and so
on, ensuring sustainable profits over a long period of time.
Environmental Factors
The environmental factors that may significantly impact CAAZ include:
 The current weather conditions may significantly impact the ability of
CAAZ to manage the transportation of both the resources and the finished
product. This, in turn, would affect the delivery dates of the final product
in the case of, say, an unexpected monsoon.
 Those companies that produce extremely large amounts of waste may be
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required by law to manage their environmental habits. This may include

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pollution fines and quotas, which may place a financial strain on CAAZ
 If CAAZ should (knowingly or unknowingly) contribute to the further
endangerment of an already endangered species may face not only the
consequences from the law but also face a backlash from the general
public who may then boycott CAAZ in retaliation.
Legal Factors
The government institutions and frameworks in a country, while
technically also political and thus subject to whichever political party
holds the majority in a government body, are also legal and thus should
be considered in a PESTEL analysis. Often CAAZ policies on their own
are not enough to efficiently protect all Airports and its workers, making
CAAZ appear an undesirable place of employment that may repel skilled,
talented workers.
The legal factors that deserve consideration include the following:
Intellectual property laws and other data protection laws are, as mentioned
earlier, in place to protect the ideas and patents of companies who are only
profiting because of that information. If there is a likelihood that the data is
stolen, then CAAZ will lose its competitive edge and have a high chance of
failure.
Discrimination laws are placed by the government to protect the employees and
ensure that everyone in CAAZ is treated fairly and given the same
opportunities, regardless of gender, age, disability, ethnicity, religion or sexual
orientation.
Health and safety laws were created after witnessing the horrible conditions that
employees were forced to work in during and directly after the industrial
revolution. Implementing the proper regulations may be expensive, but CAAZ
has to engage in it, not only due to the law but also out of Airport's personal
feeling of ethical and social responsibility to other human beings.
Laws are also placed to ensure a certain level of quality or reasonable price for
certain products to keep the customer safe and prevent them for being provided.
The industries this applies to find often their costs elevated.
MARKETING MIX
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CAAZ needs to develop marketing mix strategies to achieve its desired results
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within the market that it serves. By developing strategies that address the
various aspects of each element, it will be able to achieve its broad marketing
strategy. An analysis of the 7 elements of the marketing mix and recommended
strategies among each for Airport are as follows
Product
 CAAZ sells its products under 5 broad categories, and each of these
serves as separate product lines. All of its products are sold under the
brand name of CAAZ.
 CAAZ sells products with a lot of variety available, which allows
customers to select the product variety that best suits them.
 CAAZ sells products that are highly differentiated, with various features
offered to customers that competitors don’t offer. Its products are
therefore considered to be unique.
 Its products are perceived to be of higher quality than that of competitors.
Therefore, customers are willing to pay a higher price for these.
 It sells products that are famous for its traditional design that is also
practical for customers to use.
Recommended Product Strategy for CAAZ
It should extend additional benefits for purchasing its products that include
warranties, delivery and credit, after-sales service, helpline services etc.
It should introduce new products that are in line with the latest trends in the
market. It should identify opportunities within the market and introduce new
products that make use of these opportunities.
It should test newly introduced products in test markets before going for full
commercialization of these.
It should introduce widen its product portfolio, offering new product lines to
fulfil customer needs.
They should improve its product packaging such that it is more convenient to
transport and use. Its packaging should also be visually appealing so that
customers are attracted to it.
Price
 The current pricing strategy to set the price level that CAAZ follows is a
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competitive based pricing strategy. This is because the data on

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competitors is easily available due to a large number of competitors that
exists within the industry.
 It also takes costs into consideration to set prices for a few products for
which either information is not available on competitors, or are costlier to
make,
 Airport sells its products at a higher price than competitors. This is
because it offers more features, and the high price makes up for these.
 It currently uses product bundle pricing as well, where products are
bundled together and sold at prices lower than the total of individual
items.
 It also uses an optional product pricing strategy for certain products,
where it offers a price for the base product and separate prices for the
accessories that come along with it.
 It charges a greater price for the products it sells online. This is because
delivery costs have been included in the price of the product.
 CAAZ has fixed the prices of the final product. Channel members;
retailers and wholesalers, buy the product at a lower price and earn
through their own margins.
 They should introduce discounts and allowances, where it lowers prices
for a short period of time in order to attract customers and gain market
share. It can do this by reducing a percentage off the price of its products.
 They should introduce new products with a price penetration strategy
where it offers an initial lower price than competitors to gain market
share. This will ensure that new products that are introduced are used by
and become more popular than that of competition.
Place
 CAAZ has its products present on over 500 retailers throughout the
country. It follows an intensive marketing strategy where it tries to
include its products on as many retailers as possible. This ensures that its
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products are available to customers easily in different parts of the

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country.

 It has a substantial amount of online sales with frequent traffic on its
websites. In order to run its online operations, it has partnered with
numerous delivery service providers in order to provide timely deliveries.
Promotions
CAAZ uses multiple media channels to promote its products. It uses
traditional media, which includes an advertisement on television and
radio. This is beneficial due to its large reach and ability to attract a large
number of people. It uses online and social media advertising, which is
cheaper and beneficial due to the increasing usage of the internet.
 It advertises on various social media platforms with a focus on YouTube,
Facebook and Twitter due to the high monthly usage of these. It has over
one hundred thousand likes or customer following on these pages, which
are exposed to frequent content uploaded by Airport.
 Recommended Promotions Strategy for CAAZ
 It should hire influencers on social media such as bloggers or popular
TV/movie stars, and include them in its advertisements. Bloggers can
post content on their social media pages in order to promote CAAZ.
TV/movie stars can be included in advertisement commercials to increase
acceptance of the product by customers.
 It should initiate an advertising campaign where a consistent message is
provided to customers on all media platforms. This will help increase
awareness for the brand within the minds of the customers.
 It should start collecting data on customers and start sending them
messages through email or SMS, which will eventually result in repeat
purchase by customers.
 CAAZ has people working under its sales team that play a vital role in its
marketing efforts. These people have been trained in persuasive
techniques, but also to show respect to the business customers taking into
consideration their preferences.
 It has people working in its customer service department. These are
contacted by customers in case of any issues within the product, and these
people guide customers through the process of getting the issues resolved.
 These people are trained to respect the customers and try their best to get
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their issues resolved.

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Process
 It has to make sure that its products are always available at retail stores
has systems installed where retailers can notify when their inventory
levels are low. CAAZ provides them with more products while ordering
its productions to replenish its stock. This ensures that products are
always available to customers when needed.
 It is actively involved in researching market opportunities in order to
understand customer needs. It also develops understanding regarding
customer needs through feedback collected at store, its helpline or social
media pages.
It should use computers across to handle its various process to increase
efficiency and timely delivery to customers.
 it should constantly look for ways to innovate and improve its processes
in terms of efficiency and cost. Costs savings would eventually lead to
lower prices for its products.
 Physical Evidence
 It has an online website that is user-friendly and allows customers to view
its products in high quality images taken from various angles.
 They should collect feedback from its customers regarding its packaging
so that it could improve on this.
 It should set up its own stores where it provides a shopper-friendly
environment and ambience, encouraging its customers to purchase its
products.
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VALUE CHAIN ANALYSIS
Porter's value chain model is highly popular in the business world. However,
CAAZ must not take it as a rigid, standalone framework by assigning the equal
importance to all activities. The effective Value Chain Analysis requires CAAZ
to realise that all activities or functions do not require same scrutiny level.
Hence, the first step of adapting the Porter Value Chain framework is to identify
the importance of activities according to their role in product/service delivery
process.
the list of primary value chain activities
Primary Activities
The primary value chain activities of CAAZ are directly involved in producing
and selling the product to targeted customers. Analysis of primary value chain
activities can improve its performance as explained below.
Inbound Logistics
It is important to develop strong relationships with suppliers as their support is
necessary to receive, store and distribute the product. Without analysing the in-
bound logistics, it can face various challenges in product development phases.
Analysis of in-bound logistics requires a company to focus on every aspect of
transformation from raw material to finished product. Some examples of
inbound logistics are retrieving raw material, storing the inputs and internally
distributing the raw material and components to start production.
Operations
The importance of analysing operational activities raises when raw material
arrives, and CAAZ is ready to process the raw material into the end product and
launch it in the market. Some examples of operational activities are machining,
packing, assembling and testing. Equipment repair and maintenance also falls
into this category.
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It includes service operations. Analysis of operational activities is important for
improving productivity, maximising the efficiency and ensuring the competitive
success of CAAZ. The increased productivity can help it to achieve consistent
economic growth, increase profitability and set a powerful basis for competitive
advantage.
Outbound Logistics
Outbound logistics include the activities that deliver the product to the customer
by passing through different intermediaries. Some outbound logistics activities
are material handling, warehousing, scheduling, order processing, cargo
transporting and delivering to the destination. CAAZ can analyse and optimise
the outbound logistics to explore competitive advantage sources and achieve its
business growth objectives.
Because, when outbound activities are timely managed with optimal costs and
product delivery processes put a minimum negative effect on the quality, it
maximises the customer satisfaction and increases growth opportunities for the
firm. CAAZ should pay specific importance to its outbound value chain
activities when its offered products are perishable and require quick delivery to
the end customer.
Marketing and Sales

At this stage, CAAZ will highlight the benefits and differentiation points of
offered products to persuade the customers that its offering is better than
competitors. Only producing a high quality product at affordable costs and
distinctive features cannot create value until it invests on the marketing and
sales activities. The sales agents and marketers play an important role here.
Some examples of CAAZ marketing and sales activities are- sales force,
advertising, promotional activities, pricing, channel selection, quoting and
building relations with channel members. The company can use the marketing
funnel approach to structure its marketing and sales activities. The marketing
strategies can either be push or pull in nature, depending on its Airport’s
business objectives, brand image, competitive dynamics and current standing in
the market.
Effective and wisely integrated marketing activities can develop the brand
54
equity of CAAZ and help it stand out from the competition. However, it must
Page
avoid making false commitments about product features that cannot be fulfilled
by the production department. It indicates the need to ensure coordination
between different value chain activities.
Services
The pre-sale and post-sale services offered by the CAAZ will play an important
role in developing customer loyalty. The modern customers consider post-sale
services as important as marketing and promotional activities. The power of
negative e-WOM due to poor support service cannot be undermined in the
current technologically advanced era. The company must analyse its support
activities to avoid damaging brand reputation, and instead use it as a tool to
spread positive word of mouth due to quick, timely and efficient support
services.
Secondary Activities
The support activities play an important role in coordinating and facilitating the
primary value chain activities. CAAZ can also benefit from analysis of its
support activities as explained below.
Firm infrastructure
The firm infrastructure denotes a range of activities, such as- quality
management, legal matters handling, accounting, financing, planning and
strategic management. Effective infrastructure management can allow it to
optimise the value of the whole value chain. CAAZ can control the
infrastructure activities (or commonly called overhead costs) to strengthen the
competitive positioning in the market.
Human resource management

CAAZ can analyse human resource management by evaluating different HR
aspects, including- recruiting, selecting, training, rewarding, performance
management and other personnel management activities. The effective HR
management can allow it to reduce competitive pressure based on motivation,
commitment and skills of its workforce. The company can also achieve its cost
55
minimisation objectives by analysing hiring and training costs with their relative
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return. The heavy dependence of CAAZ on employees' talent will increase the
importance of this value chain support activity.
Technology development
In a modern, technological advanced era, almost all value chain activities
depend on technological support. The technological integration in production,
distribution, marketing and human resource activities requires CAAZ to realise
the importance of technology development. It can be divided into product and
process technological development activities. Some examples are- automation
software, technology-supported customer service, product design research and
data analytics. The research and development department of CAAZ is classified
in this category.
Procurement
The procurement in value chain denotes the processes involved in purchasing
the inputs that may range from equipment, machinery, raw material, supplies,
raw material and other items necessary for producing the finished product. Due
to its linkage with multiple value chain activities, CAAZ should carefully
consider its procurement activities to optimise the inbound, operational and
outbound value chain.
Here is a pictorial presentation of Porter Value Chain model:
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CHAPTER 6
RECOMMENDATIONS
CAAZ being the sole supplier of aviation services in Zimbabwe provides a vast
array of experience for students through exposing students in various
departments to fully appreciate different marketing aspects in the aviation
industry. NUST as the best university in Southern Africa has managed to offer
high uncompromised quality in terms of service delivery and has also been
successful in releasing well knowledgeable graduates into the local as well as
the international labour market.
In order for both institutions to improve their operations the writer recommends
the following:
To CAAZ
 The company should concentrate more on digital marketing such as social
media as that’s where they get immediate feedback from customers. Most of the
adverts are aired in newspapers yet only a few consider buying newspapers.
 The company should also consider introduction of safety quiz and debates
for the school students. This will enhance the effectiveness of safety campaigns
since there will be more involvement of the student themselves.
 The company should continue with the culture change programme as this
helps to boost the confidence of the entire student on attachment. Also culture
change enables the student to familiarise with employees from other
departments which makes it easier for students to adjust and relate to their
superiors.
 Rotation among departments and sections should continue as students get
exposed to so much in terms of handling customers internally and externally.
The student got to appreciate that customers are different depending on where
they are. A customer on the phone is different from the one you save face to
face and is different again from the one you see in the field; hence the way of
handling them differs.
 To fully implement the Credit Control Policy without fear or favour.
 Company should consider improving system such as FIDS, Infopax since
57
at times customers always complain that the systems are not updating to
Page

notify about the arrival and departure of an aircraft, company should as
well liaise with ATC and Airside Safety to improve its system.
 The organization to consider procuring more fire tenders and off road
pick up run way inspection and to accommodate all kind of aeroplane that
will land at our Airport.
 At times faults would take more days due to lack of equipment due to
inadequate transport which is likely delay terminal fault fixation company
should consider procuring more vehicles for faults.
TO NUST
• NUST can continuously foster good working relations with big
companies like CAAZ as they expose students to so much experience in
terms of career fulfilment. This also gives an upper hand in terms of
exposure in the marketing field.
• To make available an opportunity for students coming from attachment to
formally discuss and share different attachment experiences
• To the marketing department, courses like digital marketing can also be
incorporated into the syllabus as this is mostly used the modern day
marketing in different organisations.
• For continuous and effective assessments, lecturers should at least do
progress review twice or thrice during the attachment period. This
enables NUST to ensure that the training that the student is undergoing is
in line with career pursued.
• Communication to students on attachment- the University should
continuously communicate with each and every student on attachment to
ensure they all acquire valid experience that add value to their career.
• There is need to encourage teamwork and coordination among the
different departments that exist within the organization. At times,
departments do not associate with each other which is something that is
unacceptable at an organization. Teamwork and coordination should
always be prioritized for better results, for the sum of an integrated whole
is greater than the sum of its individual parts.
58
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• There is need for policy consistence in line with aviation sector so as to
attract more investors to put in their investments with confidence. It is
crucial for CAAZ to work well with the government when it comes to the
national policy, so as to come up with an authentic and well-articulated
policy that makes investments easy to get in the sector
• It is of high importance for CAAZ to find ways to arrange familiarization
tours for their employees especially those in the marketing department.
This is vital as they will be able to sell tourism products that they have
seen and tasted so as to eliminate misrepresentation of products when
going for travel fairs and exhibitions, and hence, providing reliable
information about the products offered within brand Zimbabwe.
59
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CHAPTER 7
CONCLUSION
In a nutshell, this internship has been a rewarding and excellent
experience for the student. The student has been able to meet and network
with so many people that will be able to help with opportunities in the
future. Spending almost a year with Civil Aviation Authority of
Zimbabwe resulted in one of the best years for the student. The
atmosphere at CAAZ was always welcoming and there has been a lot
learnt by the student from the organization, especially when it comes to
time management skills, colleague interactions and self-motivation.
The student worked under minimum supervision from the superiors and
had the privilege to travel around some tourism destinations. The student
had a great opportunity to be part of the organizers of the SADC PIDA
which was a great learning experience. The student now has a clear-cut
understanding of the aviation industry and the processes that facilities go
through within the sector.
Additionally, the student gained practical skills and was able to
contribute to the company by coming out with a presentation of a
technological marketing application for the organization. The student will
continue to work hard and hope to continue to learn about the industry
and meet new people.
60
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CHAPTER 8
APPENDIX AND REFERENCES
Photos on attachment
Image caption: the images above are of Customer Service week at Vic Falls Airport at Ramp side from left Mrs
H Marabada and right Anna an aircraft marsheller
61
Page

Image caption: these images above are shots from the last event we planned and core hosted
with The Victoria Falls Hotel being the South African wine tasting festival
Image caption: the above are images of the class mapopoma festival as were the part n parcel of the event being
hosted
62
Page

REFERENCES
Buhalis, D (2008). Tourism Management, Special Issue: The competitive destination.

University of Westminster
Civil aviation act 16-13
Aviation gazette 2016
Hall, J. (2017) The Biggest Content Trends in 2018, According to 11 Experts, available at
www.inc.com/marketing/the-biggest-content-trends-in-2018-according-to-11-experts.com,
accessed on 3 May 2018
Hartl, A (2002). Developing Marketing strategies in peripheral areas of Europe: The case of
Bornholm. Bournemouth University
Kotler, P.; Bowen, J.T. and Makens, J.C. (2010), Marketing for Hospitality and Tourism:
Fifth Edition, Pearson Education: New Jersey
Marunda, E & Munyanyiwa, T (2014). Challenges facing local communities in Zimbabwe in

managing their tourism environment. International Journal of Research Volume 4..
Noe, A.R (2010). Employee Training and Development. 5th Edition. McGraw-Hill
Paurav, S (2008). Essentials of Marketing Research. Ventures Publishing
Qatar Aviation Authority (2016). Qatar Airways Sector Strategy 2030. www.airways.gov.qa
–accessed on 31 September 2016
Stark, C (2011). Developing a Training program for New Employees. North Carolina State
University
USAID Strategic Economic Research and Analysis Zimbabwe (2013). Positioning the
Zimbabwe Tourism Sector for Growth: Issues and Challenges. SERA
Zimbabwe Policy Analysis and Research Unit (2016). Positioning the Zimbabwe tourism
Sector for growth: Issues and challenges. www.zeparu.com accessed on 27/10/1
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DECLARATION
I, Mavunga Washington hereby declare that this internship report is uniquely prepared by me
after the completion of 11 months’ work at Civil Aviation Authority of Zimbabwe Victoria
Falls Regional Airport
I also confirm that this report is only prepared for my academic requirement and not for any
other purpose. It might not be used with the interest of any other party
Mavunga washington
N0164289V
Marketing Department
National University of Science and Technology
STUDENT……………………………………… DATE………………………
INDUSTRIAL SUPERVISOR…………………… DATE……………………
MR K Mpakaviri
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FACULTY OF COMMERCE HONOURS DEGREE IN MARKETING

NAME MAVUNGA WASHINGTON

STUDENT NO’’ N0164289V

COURSE INDUSTRIAL ATTACHMENT (CBU3001)

NAME OF THE COMPANY

CIVIL AVIATION AUTHORITY OF ZIMBABWE

SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS OF THE

FOR THE PERIOD: 01 SEPTEMBER 2018 TO 31 JULY 2019

WASHINGTON MAVUNGA N0164289V

CHAPTER 1: ORGANISATIONAL BACKGROUND

1.2 Background of CAAZ…………………………………………………… 9

1.3 Company Logo………………………………………………………… 11

1.5 Core purpose, Vision and Mission Statement………………………. 13

1.6 Management of Authority…………………………………………… 15

1.7 Organizational Structure of CAAZ……………………………… 16

1.8 Functions of CAAZ…………………………………………………... 18

1.9 Regional Airports……………………………………………………. 19

1.0.0 CAAZ Stakeholders………………………………………………... 21

CHAPTER TWO: DEPARTMENTAL ANALYSIS

2.0 management overview……………………………………………… 23

2.1 Air navigation and technical service………………………………… 23

2.1.2Corporate Social Responsibility …………………………………… 25

2.1.3 flight safety and standards……………………………………………… 25

2.1.4 airport development and operations……………………………………. 26

2:1:5 airport transport development…………………………………………... 26

2.1.5 finance ……………………………………………………………………… 27

2.1.6 customer service…………………………………………………………… 28

2.2.7 public relations……………………………………………………….......... 28

2.2.0 Administration and human resource……………………………………. 29

WASHINGTON MAVUNGA N0164289V

3.2.2 Marketing function……………………………………………….…… 31

3.3.3 Customer Relations Management…………………….………………… 32

3.2.4 Human Resource …………………………………………………………… 32

CHAPTER FOUR: ACTIVITIES AND MAJOR FINDINGS

4.3.1 Report writing………………………………………………………………… 34

4.3.2 Management Response………………………...….…………………. 36

4.3.3 Authors Participation………………………………….…….……… 37

4:3:4 Expectations Vs Findings…………………………………….……… 39

CHAPTER FIVE: RELEVANCE OF BUSINESS MODELS

5:0 SWOT ANALYSIS………………………………………………………... 40

5:1.0 PESTEL ANALYSIS

5:1.3 Social ……………………………………………………………………. 47

WASHINGTON MAVUNGA N0164289V

5:3.0 VALUE CHAIN ANALYSIS………………………………………………. 54

CHAPTER SIX: RECOMMENDATIONS ……………………………………………. 58

CHAPTER SEVEN: CONCLUSIONS………………………………………………… 61

CHAPTER EIGHT: APPENDICES AND REFERENCE…………………………… 62

WASHINGTON MAVUNGA N0164289V

CSD CUSTOMER SERVICE DEPARTMENT

WASHINGTON MAVUNGA N0164289V

First and foremost, I would like to express my profound gratitude to the

WASHINGTON MAVUNGA N0164289V

WASHINGTON MAVUNGA N0164289V

This chapter introduces the CIVIL AVIATION AUTHORITY OF

WASHINGTON MAVUNGA N0164289V

WASHINGTON MAVUNGA N0164289V

WASHINGTON MAVUNGA N0164289V

The Civil Aviation Authority of Zimbabwe branded itself, below is the

CIVIL AVIATION AUTHORITY OF ZIMBABWE

WASHINGTON MAVUNGA N0164289V

WASHINGTON MAVUNGA N0164289V

 To be a regional hub of world class aviation services by the year