Agriculture Marketing Authority (AMA), Buy Zimbabwe and Palawani Lakeworld Resort Chairman Mr Munyaradzi Hwengwere has challenged Zimbabwean businesses to embrace diversification, understand consumer needs, leverage public procurement opportunities and strengthen business networks if they are to remain competitive and sustainable in the country’s evolving economic environment.
Speaking during the 2026 Zimbabwe National Chamber of Commerce (ZNCC) Midlands Region Awards held in Gweru, Hwengwere provided delegates with an overview of the current economic landscape while sharing practical strategies that businesses can adopt to survive and grow.
Addressing entrepreneurs, industry leaders and corporate executives gathered for the awards ceremony, Hwengwere said Zimbabwe presents a unique business environment that often rewards adaptability and innovation.
He noted that many of the country’s most successful companies have achieved long-term growth not by focusing on a single line of business but by strategically diversifying their operations across multiple sectors.
According to Hwengwere, traditional economic theories that advocate specialisation may not always apply in Zimbabwe’s dynamic operating environment.
“Those companies that have done well in Zimbabwe are generally diversified. The idea that you can be successful in Zimbabwe focusing on only one thing is very rare. In Zimbabwe, diversification works,” said Hwengwere.
He explained that diversification allows businesses to spread risk, create multiple revenue streams and remain resilient during periods of economic uncertainty.
However, he acknowledged that the dominance of large diversified corporations can make it difficult for smaller businesses to penetrate certain sectors, making innovation and strategic positioning increasingly important.
Beyond diversification, Hwengwere urged businesses to remain focused on the fundamentals by providing quality products at competitive prices.
He revealed findings from research conducted by Buy Zimbabwe which indicate that consumers remain highly price-sensitive while still placing significant emphasis on quality.
According to the study, approximately 76 percent of Zimbabwean consumers consider price as the most important factor when making purchasing decisions, while 74 percent prioritise quality.
He said these findings demonstrate that businesses must strike the right balance between affordability and quality if they are to win and retain customers.
Hwengwere also highlighted Government procurement as one of the country’s largest economic opportunities, noting that billions of dollars flow through public procurement systems annually.
He said local businesses should actively position themselves to participate in public tenders and contracts while advocating for procurement frameworks that ensure broader participation by businesses operating outside Harare and other major urban centres.
Hwengwere argued that public procurement has the potential to stimulate local industry, support domestic production and create sustainable business opportunities for companies across the country.
The Buy Zimbabwe Chairman further encouraged businesses to prioritise local production, saying global economic trends increasingly favour countries that build strong domestic industries and resilient local value chains.
He said producing locally not only reduces dependence on imports but also creates employment opportunities, strengthens industrial capacity and retains value within the national economy.
Networking also emerged as one of the key pillars of Hwengwere’s message.
He described Zimbabwe as a relationship-driven economy where business success is often influenced by visibility, partnerships and strategic connections.
“In Zimbabwe, we are a networking economy. Do not be shy to speak about what you do,” he said.
Hwengwere encouraged entrepreneurs and business executives to actively market their products and services, engage with potential clients and participate in business forums that create opportunities for collaboration and growth.
He noted that many business opportunities are unlocked through relationships, referrals and strategic partnerships developed through networking platforms such as trade fairs, exhibitions and business conferences.
His presentation resonated with delegates as it combined economic analysis with practical business insights aimed at helping companies navigate an increasingly competitive marketplace.
The address formed part of broader discussions at the ZNCC Midlands Region Awards focused on celebrating business excellence while equipping companies with the knowledge and strategies needed to drive growth, innovation and sustainability in Zimbabwe’s evolving economy.
