A significant part of my 2010 was dedicated to working on brand strategies for turbulent and uncertain socio-economic environments. At Sagacite we term these “rapid adaptive strategies”. Brand Architect has reflected this work with related articles and quotes. The latest addition above is part of an ongoing story of Neotel, a struggling South African telecommunications provider.
The respected Business Day newspaper, quoting an unnamed senior manager at Neotel, is reporting that retrenchments are looming as Neotel, which is 56% owned by India’s Tata Communications, continues to miss performance targets and is reporting large losses for the year.
A large part of the reported problem is a lack of strategy and understanding of the market and consumers, the newspaper reported. Which just goes to show even if you are big with a powerful shareholder it doesn’t mean you know what you are doing.