Wide range of opportunities
The fundamental elements of the model are the pragmatic identification of the market's potential, the objective identification of service gaps and an operational focus (acting with determination and restructuring with courage) in the areas of greatest business potential, based on a succinct plan of action, of training and investment. Afterwards, the quality of management and daily leadership will be decisive.
Company Correios de Angola It is part of an extremely dynamic and promising emerging market, characterized by high rates of economic growth, a substantial increase in new economic activities, which result in new needs for the production of services and, naturally, produce a wide range of new opportunities.
1. Turnaround in progress
However, to take advantage of this potential, Correios de Angola needs to overcome several complex challenges, among which the following stand out: physical infrastructure destroyed by the war, with a high cost of rehabilitation; prolonged period of lack of operational and organizational modernization and technological innovation, which resulted in the crystallization of less productive operational processes; disuse of mail by the market, due to the war situation, now complemented by the increasing use of new technologies, namely mobile phone and Internet; little orientation of the company towards the market, and consequent irregularity in the level of service provided, due to the long period of economic constraint; chronic economic and financial deficit of the company, due to the previous items and the universal service commitments to the populations.
However, as a result of the ongoing modernization process, Correios de Angola is successfully overcoming these challenges, offering the market a set of new quality services, with greater speed, reliability, security and increasing geographic coverage. . The range of new services and the quality of the service offer will increase significantly over the next two years. The offer of new services for the business market, the inauguration of new stations, now offering Internet access, the new website, and the ongoing computerization of several post offices, a project contracted to CTT in Portugal, are already visible results.
2. Model on the basis of modernization
The model that supports this new dynamic is based on the combination of the following actions:
- Initial commitment by the political tutelage and the National Directorate of Posts;
- Definition of a master plan for the postal sector with a clear vision of the future, drawn up by KPMG;
- Orientation of the Correios de Angola company towards the services that the market, its customer base, most needs.
LBC is supporting Correios de Angola in this last aspect, called “Programa Destaca”, both in conceptual terms and in terms of support for implementation, while also supporting its strategic update.
The methodological approach defined for Correios de Angola was based on the fundamental concepts of strategic marketing:
- identify potential market value and business potential;
- segment the market;
- identify customer expectations;
- identify the service provision gap of Correios de Angola; and
- define a pragmatic and competitive service proposal in relation to the competition, which allows the satisfaction of customer needs and the creation of value for Correios de Angola.
This last point required the definition of a new operating model for the company.
An overriding objective of the work was to increase the volume of traffic in conjunction with other measures, in order to allow a lasting economic and financial sustainability in the Correios de Angola company, reducing the need to inject public funds into the company for the operational component , thus building capacity to better contribute to the country's socio-economic objectives and to provide services to needy populations.
The “Programa Destaca” combines an intervention with both a strategic and an operational focus to revitalize the business in a quick and objective way, including the following elements:
I) Strategic:
- Identification of areas with the greatest business potential;
- Identification of the causes (internal and external) of service gaps;
- Identification of business development levers;
- Valuing the options to be taken in terms of impact and cost;
- Quantification of the total value generated by the actions to be developed, ie, “Programa Highlights”;
- Identification of partners for better development of new services.
II) Operational:
- Definition of operational actions for the “Programa Destaca”;
- Definition of those responsible for carrying out the actions;
- Definition of the intervention schedule;
- Definition of the monitoring model.
The achievement of the ambitious objectives by Correios de Angola will be a gradual process, but which will fundamentally depend on its own ability to approach customers with value offers and to reposition itself in terms of image, reinforcing confidence in the company among the public. market.
3. Strategic and operational objectives defined by Correios de Angola
The Destaca Program involved a previous update and a framework in the action strategy of the company Correios de Angola in the period 2007-2012, which will be guided by 4 strategic axes, aiming to ensure a stronger and more dynamic presence in the market and a new corporate image.
The proposed strategic investments for the period 2006-2008, necessary to reinforce the activity of Correios de Angola, focus on 3 areas:
- Training of Human Resources;
- New Services and Improved Operations;
- Recovery of the Postal Network.
strong involvement
Inserted in this context, the Destaca Program was structured around five lines of action and a set of 15 priority actions, which, when combined in a coherent way, will allow to obtain significant results in the short term.
For Vítor Calhau, Country Manager of LBC in Angola, the complexity of putting this whole set of actions in the Destaca Program into operation requires a strong involvement of the structure and key people, the reinforcement of management and leadership skills, as well as a great sense of practical implementation.