Phokoletso Proven to be a fast mover in the FMCG industry

Kabelo Adamson
BOASTING: Marang Phokeletso

“I am the first Motswana to become Regional Sales Manager in the retail industry particularly Masscash Limited. This was achieved because of my unwavering commitment to whatever I do”

In her 15 years in the Fast Moving Consumer Goods (FMCG) industry, Marang Phokoletso has proved a fast mover herself.

The 39-year-old has served in various management positions, rising swiftly up the retail industry ranks to reach her current role, Regional Sales Manager for Masscash (Trident Holdings) Limited. Indeed, the Francistown native is the first Motswana to hold such a lofty title.

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Despite her hectic work schedule, the hard-working Phokoletso has balanced her job commitments with furthering her education.

To date, her qualifications include a Masters in Strategic Management as well as a Bachelor’s Degree in Human Resources.

In this interview with The Voice’s KABELO ADAMSON, the impressive Phokoletso proudly shares her story.

Firstly, as the Regional Sales Manager, what does your day-to-day job entail?

As a Regional Sales Manager, I formulate and implement the strategy of the company regarding the sales for all the six stores that we have.

And when did your career in the retail industry start?

I started as a Management Trainee back in 2005 when I finished my Human Resource studies and immediately enrolled in the trainee programme where I was an Assistant Branch Manager for about eight months.

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With my good performance, I was appointed Branch Manager and progressed until I was appointed Regional General Manager.

I joined Eureka in January 2016 as a Sales Manager and got promoted to my current position in December 2018.

Next month marks two years in this role – how have you found the journey so far?

It has not been a smooth one because when I started, I was a bit young and many couldn’t believe I could make it because by then I was working with older people and at one point, the youngest person was 40 years old.

It was a bit difficult to manage older people but I would say it is better than managing younger ones because there is an element of respect but they are limited in other aspects of the business.

In your 15 years in the industry to date, what do you regard as your biggest achievement?

I believe that was when I was appointed the Regional Sales Manager for Masscash Holdings – I was the first Motswana appointed to such a position!

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Impressive! And what would you say is the main challenge you have faced so far?

I think one of the biggest challenges is that as a woman, people tend to doubt your capabilities.

As a woman, you need to keep proving yourself and work beyond what is expected of you.

What drives you to strive for excellence?

The secret to my good performance is to believe and practice continuous improvement and leveraging the synergies of united teams.

Like I said, I am the first Motswana to become Regional Sales Manager for Masscash Limited.

This was achieved because of my unwavering commitment to whatever I do.

How has Covid-19 affected your business?

Covid-19 has impacted us heavily though we are classified as an essential service especially on the liquor side.

We had some customers who were buying on credit from us and they went some months without selling; now we have bad debts.

Even the food sector was affected as we lost many customers due to movement restrictions, especially in the Kgalagadi area where they were restricted to go as far as Jwaneng.

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When the virus started, there was a shortage of commodities for stuff like flour and maize-meal and we had to share our customers with our competitors.

Now things are normalizing but it is quite difficult to get those people back.

So how is Masscash positioning itself to respond to the threat brought by Covid-19?

What we have come up with is just to assure loyalty among our customers.

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We strive to improve our customer service.

We also try to increase certain credits for those who have potential.

Competition is increasing daily, what are you doing to retain your customers?

That one goes back to differentiation because one of the strategies I learned from school and from the little experience that I have is that you need to differentiate from your competitors.

Firstly we provide free deliveries no matter where we deliver to, so that’s an advantage for us.

We are always stocked up, but the challenge that we have is that most of our competitors are expanding and we only have few branches to compete with them.

However, we try to buy in bulk so that we get the advantage of economies of scale.

Does the company not plan to open more branches then?

I wouldn’t say we don’t have intentions; we do have but at the moment I cannot disclose much.

The pandemic has resulted in many job losses, which, amongst others means the public’s buying power has declined. Do you envision business going back to the pre-Coronavirus performance?

I can’t say it has declined.

Instead, people have changed their buying patterns.

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For example, when you used to buy 5 Kg, you now buy 12.5 Kg because you are not sure about the next day whether they will be a lockdown or anything.

But the challenge is that there has been a mushrooming of retailers in this industry, and right now we have 50 customers waiting to open Saverite.

Each person now thinks retail is the ‘in thing’ and believe they can make money from it.

Because we are in the wholesale sector, we will improve, unless there are issues of price changes or inflation

You have progressed much in your professional career, what is your next target?

Okay, I wouldn’t say I have progressed much and I think what I have is equivalent to my qualifications.

I would also like to see other people progress well.

So how is the business empowering locals?

Trident falls under Masscash which is a member of the Massmart Group which also falls under Walmart.

Masscash is trying to empower the locals wherever they operate.

For example, in Botswana, we have 99.9 percent of the locals in our regional office.

In the past, we had foreigners running the stores but the positions have been localized.

When you are not busy at work, how do you pass time?

I am so reserved and prefer just staying home.

I am not an outgoing person to be honest with you.

And finally, Thank God It’s Friday, what will you be up to this weekend?

I will be travelling to Serowe to attend my friend’s wedding so I need to give her some support.

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