Marketing Strategy and Plans

Running head: MARKETING STRATEGY
Marketing Strategy and Plans
Name of the Student
Name of the University
Author’s Note

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MARKETING STRATEGY
Table of Contents
Introduction:....................................................................................................................................2
1. Situation Analysis:.......................................................................................................................3
2. SWOT analysis:...........................................................................................................................3
3. Life Cycle:...................................................................................................................................4
4. Segmentation:..............................................................................................................................5
5. Recommendations:......................................................................................................................6
6. Rationale:.....................................................................................................................................7
7. Positioning...................................................................................................................................7
8. Objectives:...................................................................................................................................8
9. Strategies:....................................................................................................................................9
10. Tactics:.......................................................................................................................................9
11. Summary:...................................................................................................................................9
Reference List:...............................................................................................................................11

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MARKETING STRATEGY
Introduction:
With the dynamic growth of market, the organizational experts always focus on quality of
products and services. However, only product quality does not create brand image and reputation
of an organization. In order to grab the attention of customers in different geographical
boundaries the business experts have to focus on effective marketing and promotional activities.
In this very specific study, the promotional activities of Rogers Communication have been
highlighted. Before making market segmentation, the study has critically made situational
analysis by highlighting strengths and weaknesses of organization. Rogers communication is one
of the most prestigious brands of Canada occupied a prestigious places in the realm of
telecommunication industry. This particular organization primarily operates their business
process in the field of wireless communications as well as internet connectivity.
1. Situation Analysis:
After making a statistical situational analysis of Rogers Communication, it has been
observed that Rogers Communication holds CAD $ 14.143 billion revenue in 2017, which was
CAD $ 29.175 billion in 2015 [12]. Therefore, in last two years the company is unable to
increase their business profitability. Lack of implementing effective marketing strategies and
policies is one of the most significant reasons due to which Rogers Communication is losing its
market glory. The competitors are applying more innovative strategies and policies within
organization due to which the customers are showing their reluctant attitude for purchasing
products and services from Rogers Communication. However, in the current market of
telecommunication industry this particular organization is constantly receiving immense threats
from its competitors [4]. Therefore, it can be recommended that the business experts need to

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MARKETING STRATEGY
improve their marketing strategy to create brand awareness in the realm in the multinational
country.
2. SWOT analysis:
By analysing the strengths, weaknesses, opportunities and threats the study has provided
detailed overview on how Rogers Communication can render their market opportunities.
Strengths Weaknesses
 Quality products and services in affordable
price range
 Good customer management system
 Lack of effective marketing plans and
strategies
 Lack of sufficient workforce strengths
Opportunities Threats
 The organization can expand the business
in multinational boundaries
 The organization can use new media
platform for enhancing their marketing and
promotional activities
 Competitors’ effective marketing strategies
and policies is a major threats
 The organization may have to face
challenges in maintaining their business
sustainability due to ineffective marketing
plans
Analysis:
The company like Rogers Communication can serve quality products and services in
affordable price range. At the same time, it is undeniable that the company does not have any
effective marketing plans and strategies to draw the attention of customers. The organization can
use digital media platform in order to enhance the entire process of business in various