This Rene Meza guy and his team just don't get it. Why doesn't zain pick a local CEO who understands Kenya's market strata?. Zain/Celtel/Kencell begun acquiring a reputation as a class product (fresh fruit juice) and not a mass market product like coca cola(sugar,coloring,chemical X and water),or safcom.
The guy should have found a way to work on the class image and command the loyalty of the high end users. Keep the rich with you for your clear calls(un-congested network),fast internet (small group),excellent customer service (no queues) etc. If the guy worked on this strategy,he would lower his marketing/administrative/production cost and begin turning in profits long ago instead of chasing safcom who understand Kenyas low end (read peculiar callers). A sustainable 2 billion profit is better than a loss any day chasing a dream of 12bilion profit.
A lot of local gurus come to mind when you think of this struggling company,like the kihanya lady. Do you agree?
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