Bow Valley College - MGMT1101: Analysis of Rogers Wireless Management

This report provides a comprehensive analysis of Rogers Wireless, a leading Canadian telecommunications company. It begins with a summary of the company's operations and financial performance. The report then delves into a SWOT analysis, identifying the company's strengths, weaknesses, opportunities, and threats, and formulates strategies based on these factors. Environmental constraints are assessed using the PESTLE tool, examining political, economic, social, technological, environmental, and legal factors impacting the company. Key stakeholder groups, including employees, customers, investors, and communities, are identified and their significance is discussed. The report also analyzes Rogers Wireless's organizational structure and design, and explores employee motivation strategies. Finally, it offers strategic recommendations and discusses controls to enhance the company's performance, referencing relevant academic sources throughout.

Running Head: MANAGEMENT 0
Introduction to Management - 1034221
INTRODUCTION TO
MANAGEMENT

MANAGEMENT 1
Table of Contents
Summary....................................................................................................................................2
SWOT – Formulating Strategies................................................................................................2
Environmental Constraints.........................................................................................................3
Stakeholders...............................................................................................................................5
Organisational Structure and Design.........................................................................................6
Motivating Employee.................................................................................................................7
Recommendations......................................................................................................................8
Controls and Recommendation..................................................................................................8
References..................................................................................................................................9

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Summary
One of the leading telephone company in Canada i.e. Rogers Wireless was founded in
1983. The company provided wide range of services such as cable television, telephony,
wireless communication services, information technology and internet services to customers,
clients and businesses. In addition, the company also offers other services including Rogers
Smart Home Monitoring, credit card, Fido MasterCard and so forth. In relation with Rogers
Wireless, the company is involved in digital media and magazines, radio and television
broadcasting and online shopping. In 2018, the company earned $15.1 billion with having
10.8 million subscribers (Pang, 2019).
This report outline about company strategies based on SWOT analysis, environmental
constraints using of PESTLE tool, key stakeholders group, organisation design and structure,
employee motivation strategies and significant recommendations.
SWOT – Formulating Strategies
Strategy for Strengths
The major strengths of the company that has been identified include diversified
business operations, strong brand recognition, improved financial performance, and huge
customer base. Due to diversification, the company can allocate its resources from one
business unit to another at time of competition so as to gain competitive advantage and
benefit various consumer segments in various number of ways. In addition, the company can
also expand its operations into emerging countries as of strong brand recognition and
improved financial performance as it will help the company to gain more numbers of
customer rapidly and easily (Keller, 2009).
Protection against Weakness
In relation with weakness, the company have limited global presence and over-
dependence on the market of Canada. Hence, to counter these weaknesses, the company may
opt for franchising or licensing as it is the best option to move to a new country consisting of
lower risks and there is also a high rate of success in comparison with investing into new
infrastructure (Leitmannslehner & Windsperger, 2012). To reduce overdependence on the

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Canadian market, the company can adopt strategic diversification that allows the company to
reduce risks and increase sales growth at the same time.
Strategies for Opportunities
Considering opportunities, one of the biggest opportunity for the company is the
initiation of Wi-Fi smartphone services that allows business owners and employees to place
mobile calls from their mobile phone over Wi-Fi networks registered on their devices. Due to
advancement in technology, UMAenables handset can easily access the cellular network
through Wi-Fi and it also helps in boosting coverage in places such as basements where the
cellular network coverage may not be that much strong (Hwang, Tsai & Wang, 2009).
Protection against Threats
The biggest threat to the company that has been identified includes rapid changes in
technology and variations in the political environment. Technological changes such as IoT
applications, cloud and outsourced security can help in deliver cost-saving and efficiency and
therefore, assist companies to compete in increasingly digital world. In addition, the trade war
between US and Canada may cause serious loss to Rogers Wireless relation to loss of
consumers in the foreign countries, employee retrenchment and also it put question mark on
the company diversification and expansion.
Environmental Constraints
The environment constraint for Rogers Wireless will be identified with the help of
PESTLE tool -
 Political Factors – The Company is influenced by various political factors such as
tax reforms mulled by government as well as a threat to net neutrality in Canada.
Canadian organizations marketing digital services within the nation are enforced to
gather and pay provincial and federal sales taxes like BCE Inc.’s Bell (Gibbons &
Humphreys, 2012). This trend makes domestic digital suppliers at an unfair
competitive advantage. In 2014, Rogers also commended Ottawa to need that tax be
imposed and forwarded by billing agencies employed by overseas suppliers. In
relation to net neutrality, the internet regulation commenced by CRTC could take a
staid threat to net neutrality in Canada. Hence, all these factors will cause serious
impact on the functioning and operations of the company.

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 Economic Factors – There is a rising competition in the telecommunication industry
as the Innovation, Science and Economic Development (ISED) Canada has
proclaimed a future auction for a 600 MHz spectrum, anticipated to occur in next few
years (Masse & Beaudry, 2015). In addition, effective tax rates also bring out various
benefits to Rogers Wireless. Rogers' effective tax rate was 14.2% for the first quarter
of 2019 in comparison with 3.6% for the fourth quarter of 2018. The lower effective
tax rate for the fourth quarter of 2018 was due mainly to the execution of tax
strategies which expressively lowered their foreign taxes and facilitated the reversal
of reserves related with indeterminate tax positions (bloomberg.com, 2019).
 Social Factors – The Company was selected as one of the Canada’s top 100
employers (2019). The company also organizes various number of celebrations and
social events within the year having 7000 guests in attendance. The company also
invests in the long term career development of employees offering various
opportunities and employees can also take advantage of tuition subsidies for courses
taken at outside institution. This legacy helps the company to make competitive stand
in respective with society.
 Technology Factors – The changing technological factors will also have a significant
impact on telecommunication sector. For instance, rise of IoT in telecom sector
enables Rogers Enterprise to invest in the Internet of Things (IoT) and increase the
company ability to create more automated operations with transforming customer
experience. IoT use in Canada is expected to exceed $6.5 compounded annual growth
rate of 18% (emarketer.com, 2015).
 Environmental Factors – Rogers Wireless is doing well in this aspect as the
company is committed towards environmentally sustainable process and also had
initiated recycling and waste management programs. The company is also known to
building a brilliant digital future as the company has set the targets to reduce energy
use by 10% and greenhouse gas emissions by 25% in comparison with 2011 levels, by
2025 (rogers.com, 2018).
 Legal factors – It includes various legal agendas such as influence of billing
regulations on Canada’s carriers, request for deregulation while fostering innovation,
and ease of regulation for foreign ownership to upsurge competition. All such factors
must be considered by Rogers Wireless to ensure long term sustainability.

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Stakeholders
The key stakeholder group of Rogers Wireless includes – Employees, customers,
investors, and communities. Career development and fair compensation are the demand of
employee stakeholders and these stakeholders help the firm to fulfil customer expectations as
per the market needs. They also help the management to accomplish various significant
strategic goals of the enterprise.
Customers are known to be as external stakeholders who accepts Rogers products and
gives required feedback relating to the products of company. These feedbacks are then
converted into new products and innovation by Rogers Wireless and also foster to diversify
its product lines and portfolio in order to compete in the dynamic environment. Investors are
next key stakeholders who help Rogers Enterprise in relation with stable business operations.
Their role is important in the decision making of the company in relation with coming up
with new products, market development and so forth (Matuleviciene & Stravinskiene, 2015).
Lastly, communities are the company last stakeholders where the company come up with
various CSR plans and programme in the support of these stakeholders. In relation with key
stakeholder groups, Rogers Wireless is required to prioritize employees as they are
considered as those resources of the organisation who cannot be imitated by any other
enterprise or competitor. Therefore, the company can gain competitive edge in the sector with
including employee goals towards the corporate goals.

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Organisational Structure and Design
CEO (Joe Natale)
Board N - 1 N - 2
Chairman of the Board
(Edward Rogers)
Vice Chairman of the Board
(Philip Lind)
Director 1
Director 2
Director 3
Director 4
CFO (Anthony Staffieri)
HR (Chief Human Resource
Officer)
Legal and Regulatory
CTO
Director 5
Director 6 - 11
Enterprise and Media
Finance and Media
Billing Experience
HR Consumer and Digital
IT Platforms
Access Networks and
Operations
Customer Care
Product and Development
Service providers
Wireless
Marketing

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Rogers Wireless has a divisional organizational structure where specific organisation
area are handled by each division to attain a set of corporate objective. The company also
have an organic structure as it emphasizes importance of achieving levels of production and
efficiency through decentralized authority and limited use of procedures and rules. In relation
with the hierarchy, it is comprised of vertical communication inside the organisation moving
from upper to bottom. The company also uses work specialization as an integral part of their
business with adoption of various latest technologies. This allows the business to gain
competitive edge in the industry.
Motivating Employee
Employee who is highly motivated leads to greater productivity and allow
organisation to gain high level of output. In relation to Herzberg two factor theory, there are
two categories including motivators and hygiene factors. These factors are associated with
interest of work and future opportunities emphasis on giving job satisfaction to the employee.
However, employees can also dissatisfied with certain hygiene factors like working
environment. Therefore, high employee satisfaction can be evolved from motivators in
Herzberg theory considering Rogers Enterprise. The staff will also be motivated by the
rewards they gain from future development and higher performance. Hence, Rogers Wireless
is required to make employee motivated with their work as a substitute in relation with
hygiene factors including salaries.

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Recommendations
 Rogers Wireless should develop international strategies relating to market
development. The company highly focused its services to Canadian market and
restrict to expand into other areas. Hence, the company have an opportunity to
increase its footprints into other countries to gain more market share and achieve
economy of scale.
 The company needs to embrace more on latest technologies such as IoT and artificial
intelligence to serve customers in more effective way. This will help them to attain
competitive advantage in the industry.
 The company can use digital platform and social media to encourage promotion at
low cost. Hence, the respective benefit will easily be transferred to the customers,
businesses and clients.
Controls and Recommendation
Before an activity commences, Rogers Wireless can implement controls to take on
various managerial actions before the occurrence of any problem. In addition, it also enables
the management to prevent issues rather them to correct them later on. Putting necessary
practices in advance will also motivate employees, as they will be known in advance, in
which direction they have to perform and thus enable more elastic feedback control.
At last, these controls will help Rogers Wireless to measure the effectiveness and
progress of managerial actions and practices. These can be done with using of social media
through a survey and necessary feedback of the customers.

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References
bloomberg.com. (2019). Rogers Corporation Reports First Quarter 2019 Results. Retrieved
from https://www.bloomberg.com/press-releases/2019-04-30/rogers-corporation-
reports-first-quarter-2019-results
emarketer.com. (2015). Internet of Things Market Will Increasingly Grow in Canada.
Retrieved from https://www.emarketer.com/Article/Internet-of-Things-Market-Will-
Increasingly-Grow-Canada/1013265
Gibbons, T., & Humphreys, P. (2012). Audiovisual regulation under pressure: Comparative
cases from North America and Europe. Routledge.
Hwang, R. H., Tsai, S. Y., & Wang, C. Y. (2009). UbiPhone: Human-centered ubiquitous
phone system. IEEE Pervasive Computing, 8(2), 40-47.
Keller, K. L. (2009). Building strong brands in a modern marketing communications
environment. Journal of marketing communications, 15(2-3), 139-155.
Leitmannslehner, S., & Windsperger, J. (2012). Contractibility, Strategy, and Network
Dynamics: From Franchising to Licensing. Journal of Marketing Channels, 19(4),
229-249.
Masse, M., & Beaudry, P. (2015). The State of Competition in Canada's Telecommunications
Industry-2015. Canada: Montreal Economic Institute.
Matuleviciene, M., & Stravinskiene, J. (2015). The importance of stakeholders for corporate
reputation. Engineering Economics, 26(1), 75-83.
Pang, J. (2019). Rogers Communications Inc.: A Top Dividend Stock You Likely Haven’t
Considered. Retrieved from https://www.incomeinvestors.com/rogers-
communications-inc-top-dividend-stock/50619/
rogers.com. (2018). Impact & Responsibility. Retrieved from
https://about.rogers.com/responsibility/environmental-responsibility/