Guest

As we embark on Breast Cancer Awareness Month 2024, we must take a moment to honour the extraordinary courage and resilience of those who have faced this life-altering disease. Individuals like Ms. Thembeka Poswa, Programme Director for the Eastern Cape Department of Education infrastructure portfolio at the Coega Development Corporation (Coega) and a breast cancer survivor, remind us that the impact of this disease is profound and far-reaching not only for those diagnosed, but for families, communities, and society at large.

Ms. Poswa shares that navigating breast cancer is a complex journey, one that necessitates unwavering hope and collective determination. The moment a diagnosis is received, it marks the beginning of a challenging path that tests one’s character and resilience in unprecedented ways. The treatment process is not merely medical; it is an emotional expedition that can be both physically and mentally taxing, involving a spectrum of therapies and support systems.

To successfully navigate this journey, prompt action, access to comprehensive care networks, and sheer willpower are crucial. Each patient must rely on their inner strength, often uncovering extraordinary reservoirs of resilience. Hope and faith emerge as vital tools to combat the emotional and psychological toll of living with breast cancer, enabling individuals to maintain a positive outlook arguably the most significant survival tool of all.

The transformative power of a breast cancer diagnosis leads many survivors to reassess their lives. Priorities shift dramatically, often placing a renewed emphasis on family, health, and meaningful relationships. Self-care becomes essential, as individuals learn to live in the moment and nurture their emotional, physical, and spiritual wellbeing.

My own journey with breast cancer began in 2011, prompting a profound re-evaluation of my values. My treatment plan encompassed not only a mastectomy, chemotherapy, radiotherapy, and hormone therapy but also a commitment to emotional, physical, and spiritual fitness. This holistic approach has made me a proud survivor.

This experience has reshaped my perspective on work-life balance. I have come to realise that self-care is critical not only for personal wellbeing but also for sustained professional success. Organisations have a vital role to play in fostering a supportive environment for affected employees and their families. At Coega, for instance, we actively promote breast cancer awareness and extend compassion and understanding through initiatives like our dedicated Wellness Centre and Employee Wellness Programme.

Breast Cancer Awareness Month serves as a poignant reminder of human resilience and hope, highlighting our capacity to overcome adversity and thrive. I have chosen to see beyond the diagnosis, and I encourage you to do the same.

Ultimately, breast cancer awareness is not confined to a single month; it represents an ongoing commitment to empowering individuals, families, and communities. As we strive for a future where breast cancer can be eradicated, the need for continued support in research, awareness, and access to quality care remains paramount. Together, we can foster a culture of resilience and hope that transcends the challenges posed by breast cancer.

In today’s competitive landscape, branding and marketing are no longer luxuries for large corporations. Small, medium, and micro enterprises (SMMEs) in the aftermarket automotive sector can benefit significantly from these strategic tools, writes Leah Bezuidenhout, Communications Officer at the Coega Development Corporation, who recently participated in a panel discussion on How to Build a Business Brand Image at the AIDC Eastern Cape Automotive Aftermarket Franchise Indaba, at the East London International Convention Centre.

Vehicles have become an indispensable part of modern life, offering convenience, mobility, and independence. As essential tools for transportation, cars enable people to commute to work, access essential services, and participate in social and economic activities. In many cultures, vehicles are also seen as symbols of status and success. Given their importance, customers naturally seek trustworthy and reliable service providers to ensure that their vehicles are in the best hands.

A strong brand is synonymous with trust and credibility. When customers recognise and trust a brand, they are more likely to choose its products or services. This is particularly important in the competitive aftermarket automotive sector, where quality, reliability, and expertise are highly valued.

To thrive in a competitive market, SMMEs must differentiate themselves with a unique value proposition. By identifying and highlighting their distinct features or benefits, businesses can attract customers who appreciate those qualities.

In the aftermarket automotive sector, customers may seek specialisation, reputation, or convenience. Brand positioning and strategic marketing can effectively convey these attributes using the most effective traditional and/or digital channels to reach a target audience.

A strong online presence is not only essential for reaching your target audience, but more importantly, attracting new customers. Establishing your business across various touchpoints also makes it easier for prospective customers to find, access and recommend your services.

Strong branding increases a business’s visibility and awareness, making it more likely to be considered by potential customers. A well-known and professional brand image establishes a stronger market presence, paving the way for expansion and growth.

Additionally, a strong brand can foster customer loyalty, leading to repeat business and referrals.

To effectively communicate their value proposition, SMMEs should focus on clear and concise brand messaging that is in line with their unique value proposition. This ensures that customers understand what the business offers and why they should choose it.

If your business values align with your personal values, adding a face or personal touch to your brand can also contribute to brand resonance and trust. This can be achieved through content marketing, such as videos and articles, to engage and connect directly with existing and future customers.

By investing in branding and marketing, aftermarket automotive SMMEs can build trust, differentiate themselves, acquire and retain customers, and establish a strong market presence. These strategies are essential for achieving long-term success in today’s competitive landscape.

The Coega Development Corporation (Coega) is pleased to welcome over 20 new interns, selected from a highly competitive pool of nine thousand applicants for its flagship Internship Programme. Over the past 15 years, the Programme has a proven track record of propelling hundreds of young professionals towards success.

The Coega Internship Programme is designed to provide essential skills, knowledge, and exposure to qualified graduates, thereby bridging the gap between the world of study and the workplace for young professionals for a period of 24 months. By providing a supportive and dynamic environment, Coega empowers interns to reach their full potential, preparing them for a successful career in their chosen field.

Mr. Craig Luckman, Coega’s Acting Unit Head of Human Resources, said: “We are excited to welcome our new interns to the Coega family. Our Internship Programme is a cornerstone of our commitment to developing the next generation of leaders. We look forward to welcoming another group of new interns and seeing the impact that these talented individuals will make in their respective fields.”

In the 2024/25 Financial Year, the Programme will appoint over 80 young people as interns across its business units. Recent recruitment drives for several internship positions have included, but were not limited to, Operations, Shared Services, Sustainability, Corporate Social Investment, ICT, Research and Strategy, Human Resources, SMME and Human Capital Solutions, amongst others.

Ms. Sibongile Kobedi, Coega’s Talent and Performance Management Specialist, highlighted: “At Coega, we’re passionate about making a meaningful difference in the communities we operate in. Our main goal is to empower these young minds with expertise, mentorship, and networking opportunities that will propel them to greater heights. Through this Programme, we aim to inspire, challenge, and transform our interns, equipping them to become leaders in their fields.”

While the Programme does not guarantee permanent employment for all participants, it provides an opportunity for individuals to refine their skills, demonstrate their capabilities, and establish a presence within a corporate environment. Through this initiative, Coega invests in the development of aspiring professionals while simultaneously enriching the organisation with fresh perspectives and a diverse talent pool.

One of the new interns, Mr. Sifiso Dukashe from Makhanda (Grahamstown), expressed his enthusiasm, stating: “Today, I’ve joined the Coega family as a Human Resources Intern. It is truly a life changing opportunity and I’m overwhelmed with gratitude. Being selected from a talented pool of applicants reaffirms my faith in my abilities and validates my perseverance. Thank you to Coega, for believing in me and providing this platform to grow.”

Another intern, Ms. Luyanda Gqadushe from East London, also expressed her excitement, saying: “I’m excited to be part of the Coega Internship Programme and this serves as my first internship opportunity. I look forward to learning from experienced professionals in my field. I am eager to gain practical experience, develop new skills, and contribute to the growth and development of the Eastern Cape region.”

The Programme has significantly impacted skills development, increasing the employability of talented graduates in a competitive job market. By offering comprehensive development, including practical work experience, mentorship, and skills training, the Programme equips interns with the necessary tools for career success.

Coega is committed to youth development and has expanded its footprint to benefit a larger number of young people in the province. Through this initiative, Coega plays a pivotal role in shaping the future workforce and contributing to the region’s economic growth.