Marketing Strategy and Plans: Rogers Communication Analysis Project

This project analyzes the marketing strategy and plans of Rogers Communication, a major player in the Canadian telecommunications industry. The analysis begins with a situation analysis, followed by a SWOT analysis that identifies the company's strengths, weaknesses, opportunities, and threats. The project also examines the product life cycle, market segmentation (geographic, demographic, and psychographic), and provides specific recommendations to enhance Rogers Communication's market position. The rationale behind these recommendations is explained, along with a discussion of market positioning and objectives. The project covers marketing strategies, tactics, and a summary of key findings, including a reference list. The study emphasizes the need for effective marketing and promotional activities to maintain a competitive edge in the dynamic market environment and highlights the role of digital media and social media in promoting the brand.

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

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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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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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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

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geographic boundaries and enhance their target market. In addition, Rogers Communication may
have to face immense challenges in maintaining their business sustainability due to ineffective
marketing plans as well as effective competitors’ market.
3. Life Cycle:
Product life cycle is the four major phases with which every single product has to go
through from introduction to decline. In the very first phase of introduction, a product is
launched in the market. Rogers Communication should just introduce their brand in the market
so that customers can get an overview about the various components of products and services. In
the phase of growth the business experts intend to grab the attention of target customers and
expand their brand identity in various geographic regions. In the phase of maturity, the business
experts intend to enhance their market share for maximizing their organizational profit. In the
phase of decline, the business experts have to render modification of their old products by
making a new brand concept in market.
Figure: Product life-cycle

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Source: [5]
4. Segmentation:
While making the market segmentation of Rogers Communication the business experts
have to segregate the market as per geographic, demographic and psychographic areas. As per
geographic market segmentation, most of the locations of Central Canada such as Quebec,
Ontario are targeted. Demographic market segmentation of Rogers Communication believes that
people having average income status can afford the services of this organization. Both male and
female customers are given equal priority as their target customers [1]. In this kind of situation,
the organization can easily reach large number of people. As per psychographic market
segmentation, people belonging to various cultural backgrounds and attitudes will be given
similar response on behalf of the service providers. In this kind of situation, the business experts
do not have to face challenges in communicating with the people of different cultural
backgrounds.
Figure: Target market segmentation
Source: [3]

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5. Recommendations:
 In order to enhance company’s market revenue goals the business experts would have to
focus on increasing promotional budget so that competitors can be given a constant threats
[3]
 The organization should focus on using social media tools for promoting the brand in the
global market
 Rogers Communication should hire sufficient workforces in marketing department who can
develop their plans as per current market demand.
6. Rationale:
The primary reasons of making promotional budget within organization are to make a
clear estimation on how Rogers Communication can invest money behind introducing their
brand in market [7]. In order to make the entire business plan successfully, the business experts
need to hire more workforces within marketing department in order to control the entire process
of business. The organization should focus on using social media tools for promoting the brand
so that customers from different cultural and religious backgrounds can be attracted towards
services.
7. Positioning
In current market scenario, positioning statement implies on how the organization holds a
position. In case of Rogers Communication, the organization has placed a position low price and
good quality [9]. It is however undeniable that Rogers Communication delivers immense quality
product as well as services to the customers in affordable price range. As a result, the number of
target customers of this organization is high.

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Poor
quality Good
quality
Low price
High price
Rogers Comm.
Figure: Positioning Map of Rogers Communication
(Source: As Created by the Author)
8. Objectives:
The primary objective of Rogers Communication is to build global recognition by
expanding its business wings in the multinational countries. While meeting these goals the
organization needs to focus on 4ps of marketing mix, which includes products, price, place and
promotion. Providing wireless communication and internet connectivity is the core products and
services with which Rogers Communication is dealing [10]. The price range is very much
affordable that can easily grab the attention of average cost of customers. Both online and offline
stores are the available places from where customers can avail the services. Lastly, as the most

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effective promotional tools the organization primarily focuses on electronic media for grabbing
customers’ attention [8]. It can be however recommended that social media tools can be used as
a medium of promotion with the help of which the brand can be expanded in different global
markets.
9. Strategies:
In order to gain more attention in the global market the organization needs to follow
product diversification strategy so that number of target customers can be increased [9]. The
marketing executives need to use social media marketing strategies in order to draw the attention
of international customers. In addition, low cost pricing strategy should be maintained with the
help of which the organization can keep up their organizational glory.
10. Tactics:
Apart from implementing this strategy, Rogers Communication should render some of
its additional organizational tactics. The marketing executives need to focus on social media
marketing campaign with the help of which customers from different psychological backgrounds
and attitudes can be attracted towards services [11]. At the same time, the organization needs to
focus on direct market strategies as well for giving an immediate feedback to the customers. As a
result, the business experts can form effective tactics to meet customers’ needs and demands.
11. Summary:
After evaluating the entire study it can be summarized that the organization like Rogers
Communication may have to face challenges in maintaining their business sustainability due to

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ineffective marketing plans. In order to grab the attention of customers in different geographical
boundaries the business experts have to focus on effective marketing and promotional activities.
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. Rogers Communication should just introduce their brand
in the market so that customers can get an overview about the various components of products
and services.
In this kind of situation, the organization can easily reach large number of people. As per
psychographic market segmentation, people belonging to various cultural backgrounds and
attitudes will be given similar response on behalf of the service providers. It can be however
recommended that in order to make the entire business plan successfully, the business experts
need to hire more workforces within marketing department in order to control the entire process
of business.

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Reference List:
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[6] George WR. Internal marketing for retailers: The junior executive employee.
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[9] Aghdaie MH, Alimardani M. Target market selection based on market segment
evaluation: a multiple attribute decision making approach. International Journal of
Operational Research. 2015;24(3):262-78.

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[10] Cuadros AJ, Domínguez VE. Customer segmentation model based on value
generation for marketing strategies formulation. Estudios Gerenciales. 2014 Jan
1;30(130):25-30.
[11] McDONALD MA. Strategic marketing planning: theory and practice. InThe
marketing book 2016 Apr 14 (pp. 108-142). Routledge.
[12] Rogers.com Telecommunications [document on the Internet]:
rogers.com/consumer/home; 2018 Available from:
https://www.rogers.com/consumer/home
[13] Rupp C, Kern S, Helmig B. Segmenting nonprofit stakeholders to enable successful
relationship marketing: A review. International Journal of Nonprofit and Voluntary Sector
Marketing. 2014 May;19(2):76-91.