Rogers Communications Inc.: Value Chain and Internal Analysis

This case study provides a detailed analysis of Rogers Communications Inc., focusing on its internal environment and value chain activities. It examines Rogers' primary activities, including operations, distribution, marketing and sales, and customer service, alongside secondary activities like human resources management, research and development, and corporate leadership. A comparative analysis with competitors like Bell and Telus is conducted to assess Rogers' strengths and weaknesses in the Canadian telecommunications industry. The study also delves into Rogers' corporate and business-functional strategies, including vertical and horizontal integration, geographic diversification, and generic strategies. The analysis identifies current challenges and provides recommendations for Rogers to enhance its competitive position and adapt to evolving market trends, such as the increasing demand for streaming services. The report uses financial data and market analysis to provide a comprehensive overview of Rogers' strategic positioning and potential areas for improvement. Desklib provides access to this and other solved assignments for students.

Running head: ANALYSIS OF ROGERS’ COMMUNICATION
Analysis of Rogers Communications Inc. Firm/Internal Environment
Company: Rogers Communications Inc. (Telecommunications industry)
By: Madawi Abunayyan #0510024 ([e-mail])
Majed Abunayyan #0478092 ([e-mail])
Gillian Snelling #0580580 ([e-mail])
Meghan Timewell #0587823 ([e-mail])

1ANALYSIS OF ROGERS’ COMMUNICATION
Table of Contents
Introduction......................................................................................................................................3
Introduction to the Value Chain Analysis.......................................................................................4
PRIMARY VALUE CHAIN ACTIVITIES....................................................................................8
OPERATIONS................................................................................................................................8
Comparative analysis between Rogers and two other competitors like..........................................9
Company Operating Outlets............................................................................................................9
SECONDARY VALUE CREATING ACTIVITIES....................................................................22
R&D / NEW PRODUCT DEVELOPMENT................................................................................25
CORPORATE LEADERSHIP......................................................................................................27
Telus Market Capitalization..........................................................................................................35
SUMMARY...................................................................................................................................36
References......................................................................................................................................37

2ANALYSIS OF ROGERS’ COMMUNICATION
Executive Summary
Rogers is of the largest, most powerful communications companies in Canada. This
report uses annual reports to ascertain the strategies that Rogers utilizes, resulting in their
growing success. Their operating outlets that consist of wireless, cable, media and business
solutions have each been considered as a percentage of total revenue, the largest percentage
being from wireless operations. This operations information, combined with distribution
logistics, marketing and sales, and customer service are all part of the primary value chain
activities. As for the secondary value chain activities, this will include human resources
management, research and development, and corporate leadership. In researching these sections,
it has been discovered the direct correlation between employee morale resulting in higher
productivity. Rogers offers many benefits for employees, which boosts production, which
reflects in a rising rate of revenue per employee. Spending on research and development proves
to be an asset for Rogers, as technology is full of endless opportunities for innovation.
The information in each section has been further examined as a comparison between
Rogers and other industry leaders in the Canadian communication industry. The intention is to
see where Rogers stands regarding their strengths and weaknesses when considering the
competition. Through the research conducted, it has been determined that Rogers effectively use
the value chain activities to identify which items are the most necessary for them to have a
superior product compared to the industry.

3ANALYSIS OF ROGERS’ COMMUNICATION
Introduction
Edward Samuel (Ted) Rogers Jr, Joel Aldred at Toronto in the year 1960, established
Roger communication. Basically, the two men bought the first Canadian radio station. After
some time in operation, they teamed up with Bassett and Eaton Families in order to expand the
business. Luckily, Roger communication secured the private television license after a series of
unsuccessful bidding. This enabled them to expand their broadcasting services.
The company accrued a lot of debts due to the high running costs of the TV and radio
business. The situation prompted them to further partner Aldred and the Bassett and Eaton
families. Unfortunately, the licensing commission declined to renew their broadcasting license.
The situation forced the Aldred and the Bassett and Eaton families to withdraw from the
partnership (Dearing, & Singhal, 2018). After some years of successful maneuvers, the business
made drastic improvements and war ranked the largest cable companies in Canada.
The company later engaged in telecommunication business through the purchase of Cantel
shares. By so doing, it diversified its areas of operations; Rogers Cable, Rogers Wireless, and
Rogers Media. Unfortunately, despite its diversified nature, Roger telecommunication has
continued to reduce the number of its employees. Notably,it has had an average of 25500
employees for the last three years. Additionally, its approximate annual income and revenue
are$1300 and $14000 respectively (“Roger Communications SWOT Analysis,” 2018). Rogers
controls a market share of roughly 29% of the telecommunication services in Canada.
Rogers communication started humbly and diversified with time to other areas of
operation including the wireless communication. Markedly, it has grown to the level of
competing with other leading companies in the same industry such as TELUS. Rogers has

4ANALYSIS OF ROGERS’ COMMUNICATION
banked on research and development. It also has a clearly defined leadership owing it the fruitful
operations.
Part III - Firm or Internal Environment
Introduction to the Value Chain Analysis
Rogers Communication founded in Toronto in 1960 (Hally, 2016). The company was
founded by Edward Samuel (Ted) Rogers Jr, Joel Aldred (Hally, 2016). These two men started
by buying the rights to Canada’s first FM radio station, CHFI (Hally, 2016). Later that year the
Bassett and Eaton Families partnered with the company, after a bidding war they won the license
for CFTO the first private television station in Toronto (Hally, 2016). Three years after Rogers
start broadcasting on January 1, 1961, Rogers entered the AM radio station (Hally, 2016).
During the 1970s, the Rogers company had gone into immense debt due to the high cost
associated with the running of a radio and TV station business (Hally, 2016). Ted Rogers after
learning about the infant industry of Cable television once again partnered with Aldred and the
Bassett and Eaton families were granted a license for Toronto, Brampton, and Leamington,
Ontario (Hally, 2016). In 1969, the recently formed Canadian Radio-television and
Telecommunications Commission (CRTC) at the time was concerned with media ownership
(Hally, 2016). This regulatory board informed Rogers that they would only renew their Cable
licenses if the Bassett and Eaton families where no longer involved with the company (Hally,
2016). Even though this would put Ted Rogers into more debt, he was able to pay the 50 percent
share that the families had (Hally, 2016). Over the coming years the cable TV business grew, and
in 1980 Rogers went from the sixth largest cable company into the largest due to the acquisition
of two of the biggest cable companies in Canada (Hally, 2016).

5ANALYSIS OF ROGERS’ COMMUNICATION
In the 1980s, Ted Rogers recognized the potential of cellular/wireless and Telephone
industry (Hally, 2016). Rogers bought 25 percent shares in Cantel. Cantel became the first
company to set up a Canada-wide cellular telephone network (Hally, 2016). In 1986 the newly
named Rogers Communications Inc. gained operational control and two years later gained full
control of Cantel (Hally, 2016). While the company has continued to grow in the 1990s the
company was close to collapsing due to its $5-million debt load (Hally, 2016). In 1999,
Microsoft, AT&T, and British Telecom invested $2 million into the company easing the concern
of the impending collapse (Hally, 2016). Since then the Rogers company has continued to grow
and has become Canada's largest telecommunication company (Hally, 2016).
Currently, Rogers Communication is a diverse media company that has three significant
lines of business, Rogers Cable, Rogers Wireless, and Rogers Media. Rogers cable and wireless
sectors are the largest within Canada, and the media sector is Canada’s premier collection of
media assets (Rogers, 2017). While Rogers is one of the most diverse communication and media
company compared to Telus and Bell has the lowest number of employees. As displayed in
Figure 1.1 we can also see the Rogers has been cutting back on the number of employees its
employees.

6ANALYSIS OF ROGERS’ COMMUNICATION
Figure 1.1: Number of active employees, working at Telus, Bell, and Rogers in 2015, 2016, and 2017. Retrieved
from Telus, Bell, and Rogers 2015-2017 Annual Reports.
PRIMARY VALUE CHAIN ACTIVITIES
OPERATIONS
An organization's business activities and operations are an important aspect that
determines their success. Organizations operations focuses on creating an environment that
supports partnership, direct and foreign investment, organization and growth of the business,
productivity, efficiency, and advancement in business activities (Kazam, 2009).Rogers
communications operations are based on wireless, cable, business solution and media, and
almost all the sales that the business takes part in occur regionally in Canada.

7ANALYSIS OF ROGERS’ COMMUNICATION
Comparative analysis between Rogers and two other competitors like
Among most of the recognizable telecommunication brands of Canada Bell has already
occupied a prestigious place due to their superior quality of internet services along with
rendering diversified products. As per 2015 annual data, the company has grabbed $2.730 billion
CAD as their net income. Telus is one of the most recognizable places occupied a predominant
place in Canadian market. This organization is occupied CA$ 46.68 stock price in the current
market. Voice entertainment, healthcare, video, IPTV television is the core product with which
Telus is dealing in order to maintain their market sustainability.
By comparing the revenue of Rogers, Bell, and Telus companies in Figure 1.2 we can tell
that even though Rogers cable and wireless are the largest in Canada. It is not the company that
has the highest revenue or net income. This can also be viewed in Figure 1.3 that depicts the net
income of Rogers, Bell, and Telus for the past three years.
Figure 1.2: Revenue amounts for Telus, Bell, and Rogers for the years 2015-2017. Retrieved from Telus, Bell, and
Rogers 2015-2017 Annual Reports. Exact numbers can be found in Appendix II

8ANALYSIS OF ROGERS’ COMMUNICATION
Figure 1.3: Net Income amounts for Telus, Bell, and Rogers for the years 2015-2017. Retrieved from Telus, Bell,
and Rogers 2015-2017 Annual Reports. Exact numbers can be found in Appendix II.
The percentage of market share in the industry per company has been calculated using the
total revenue of Telus, Bell, and Rogers company’s revenue. The total revenue then divided the
company’s revenue. After this information was calculated and compared which can be viewed in
Figure 1.4, we can see that Rogers Communications Inc. is not the leading supplier of
telecommunication services in Canada, but Bell is. Rogers’s actual only makes up about less than
30% of the telecommunication market shares.

9ANALYSIS OF ROGERS’ COMMUNICATION
Figure 1.4: Percentage of Market Share in the Industry per company for Telus, Bell, and Rogers for the years 2015-
2017. Calculated from information retrieved from Telus, Bell, and Rogers 2015-2017 Annual Reports. Exact
Numbers can be found in Appendix II.
Company Operating Outlets
The company’s operations for the last three years have depended on its major outlets;
Wireless, cable, media and business solutions. In 2017, 58% 0f the company’s total revenue was
from it wireless operations while 24% was on cable, media and business solutions made up 15%
and 3% respectively; from its operations 64% of the profits were from wireless operations, cable
31%, Media 3% and 2% business solutions( Company operations,2017). In 2016, total revenue
was, wireless 57%, cable 25%, media 15% and 3% business solutions while the adjusted
operating profit, wireless 63%, cable 32`%, media 3% and business solutions 2%(Company
operations,2016).In 2015, Operating revenue, wireless revenue 56%, cable 26%, media 15% and
3% and profits 63%, cable 32%, media 3% while business solutions provided 2%(Company
operations,2015).

10ANALYSIS OF ROGERS’ COMMUNICATION
The organization is vast and is known to provide its products and services to different
parts of the country. The organization has various segments that experience progressive growth
and has opened other branches to facilitate operations. Rogers Communication has its
Headquarters in Toronto, Canada. In addition, the organization has 37 more branches in different
locations such as Waterloo, Ottawa, and Oakville while it also has other branches outside the
country such as in Amherst, Windsor, and Burlington (Craft, 2018). Thus, it is important for
organizations to have more locations or be situated in different locations to streamline the
organizations operations.
Annual Revenue
Figure 1.5: Rogers Communication Inc. Annual Revenue. Taken from Craft Rogers Communication(2018). Retrieved from
https://craft.co/rogers
There has been a difference witnessed in terms of growth and the annual revenue
collected in the industry and organization. Rogers Communication has experienced a 3.2%
increase in annual revenue since the year 2014 (Craft, 2018). The revenue is collected over
carious percentages through the four segments of business operations, wireless, cable, media, and

11ANALYSIS OF ROGERS’ COMMUNICATION
business. The revenue collection in the industry is mostly as a result of sales that the companies
undergo within the industry based on retail, residential, and business consumers (CRTC, 2017).
The table below indicates the collection of revenue in the telecommunication industry.
Figure 1.6: Collection of Revenue in the Telecommunication Industry. Taken from CRTC (2017) Communications Monitoring
Report. Retrieved from https://crtc.gc.ca/eng/publications/reports/PolicyMonitoring/2017/cmr2017.pdf
Despite the top 3 telecoms companies in Canada being bound by a few similarities; all of
them have distinct characters that separate their performances from each other. Therefore, the
company’s revenue collection varies for each of them. Rogers Communication, BCE Inc. and
TELUS – all of them collect different amounts of revenue every year. Rogers communication

12ANALYSIS OF ROGERS’ COMMUNICATION
has experienced an increase in the collection of revenue over the last five years and the collection
in 2017 was $14.14 Billion (Market watch, 2017). BCE Inc. also experiences high collection of
revenue with $22.72B. TELUS Telecommunication company also collected $13.30 billion which
was an increase of 3.9% (TELUS, 2018). Hence, the revenue collected within the industry is
significant and of great value to the economy and the industry. Rogers Communication proves to
be an advantage over other telecommunication companies due to a variety of reasons. Through
looking at its strengths, weaknesses, opportunities, and threats, it is possible to identify the
company’s advantages and weaknesses.
Strengths and Weaknesses
1. The company has a diverse system of operations, thus, includes a variety of business
operations that consist of media, wireless, and cable. Additionally, the organization is the
only licensed carrier of the global standard GSM/HSPA+ in the country that has been
allowed to operate on a global platform (One Rodgers, 2014).
2. The company has a huge number of mobile and app subscribers that are essential to the
company’s growth and development. The company thrives on being Canadian material
providing an opportunity for Canadian materials and products. Therefore, as compared to
other companies in the industry, the company has limited global presence. It is also over
dependent on the Canadian market which is already saturated. Hence, the organizations
growth and development is limited
Weaknesses:

13ANALYSIS OF ROGERS’ COMMUNICATION
Some factors also limit and threaten the development and growth of the industry. The
region experiences some changes in laws and regulations that may affect the performance of the
industry. Additionally, a highly competitive environment that is provided by companies like
BCE Inc. and TELUS is also exists.
DISTRIBUTION
In order to distribute the products from warehouse to the customers’ destination the
organization like Rogers Communications takes effective initiatives. Logistics and management
are important features that are essential to an organization’s activity. Through logistics, the
management or company is able to manage the flows of products, finance, and data within or
outside the company (Qadir and Ali, 2017). With the help of advanced technology, the
organizational experts distribute their products and services within stipulated time (Vainio,
2015). The service providers associated with Rogers are very much professional endowed with
proper management skill and technological competency. In order to provide internet connection
to the concerned stakeholders the service providers tend to maintain their professional gesture.
As a result, the customers always like to show their positive outlook towards the service
providers.
Outsourcing
Whom
Rogers communications makes arrangements with multiple third parties. These third
parties are brought in to provide essential features of the business operations to both the
employees and the customers.
How

14ANALYSIS OF ROGERS’ COMMUNICATION
The company outsources payroll facilities, functions to do with management, call center
support, installation and service technicians, invoice printing and technicians.
Where
Porter’s outbound logistics define various collection, storage and distributions systems
that are outside or within the organization's facilities. Thus, Rogers Communication outsource
for services regionally in Canada and also internationally (Reuters, 2018).
To determine the efficiency of its plans and operations the company depends on: Wireless
postpaid net additions, wireless subscribers, internet net additions and the number of subscribers
in the internet. Rogers communication has its centers in 37 locations regionally and
internationally. These centers enable the company to conduct its services and functions
effectively with less challenges.
Strengths and Weaknesses
The available distribution centers provide the company with an opportunity to provide its
services to different parts of the country and the world. However, with the distribution centers,
the cost of running the activities also increases affecting the performance of the company and
possible profits.
MARKETING AND SALES
Marketing and Sales is one of the most crucial parts of a corporation. By having a solid
marketing strategy, a company can continue making money, so they can keep expanding their
business and to continue maintaining their current operations. In 2017, Rogers launched a new
marketing platform called “Make More Possible,” the main aim is to make Rogers services more
accessible to all Canadians (Kom, 2018). This new platform is being implemented by using

15ANALYSIS OF ROGERS’ COMMUNICATION
video ads; these ads are also a step away from Rogers previous marketing strategy (Kolm, 2018).
Rogers original marketing strategy was to advertise the service/product is different ways (Kolm,
2018). For example, Roger Media would make one advertisement, and Rogers Cable would
make a different ad. The new video advertisements combine and advertise all of Rogers sectors
in one place (Kolm, 2018). This not only saves on advertising expenses, but it also takes a
different approach to how other telecommunication companies are advertising (Kolm, 2018).
Leroy Williams Rogers Senior Vice President and Chief Brand Officer said that “Instead of
talking about how we ‘Make More Possible’ through all these terms and phrases that represent
the ‘how,’ we are making this brand platform about the outcomes. It brings it down to
something, which, no matter how connected to technology you may be, you understand, because
you understand outcomes.” (Kolm, 2018).
From looking at Figure 1.7 we can see that Rogers along with its top competitors market
share is holding steady. Though from looking at the share price from 2016-2017 we can see that
the new marketing strategy is helping to improve the company’s overall appearance to the
customers.

16ANALYSIS OF ROGERS’ COMMUNICATION
Figure 1.7: Share Price of Rogers, Bell, and Telus for 2015-2016. The share prices are the last share prices recorded on the stock
market of each year.
The percentage of market expense to sales in Figure 1.8 have been calculated using
numbers that will produce the most accurate percentages. The companies specific expense was
divided by the company’s total revenue for the given year. For Rogers the numerator was the
media sectors operating expense, this was used because the majority of the company’s marketing
is done through the Media sector of Rogers. Bells were calculated using other operating costs
because from a note found in the company’s annual reports; they stated that this figure contained
all advertising expenses, no breakdown could be found to give a more accurate number of how
much they spend on marketing. Telus Number is the most accurate because in their financial
statements they state the exact expense amount they use for marketing. From this information
that is shown in Figure 1.8, we can see that Rogers compared to its main competitors spend more
money on its advertisement and had for the past three years.

17ANALYSIS OF ROGERS’ COMMUNICATION
Figure 1.8: Percentage of Marketing expense to Sales of Rogers, Bell, and Telus for 2015-2016. Retrieved for
Rogers, Bell, and Telus Annual Reports for 2015-2016.
Place
Figure 1.9, shows where customers can purchase products and services for Rogers, Bell,
and Telus.
Place to Purchase Products and Services
Rogers Bell Telus
Independent dealer networks
Company owned retail stores
Major retail chains and convenience
stores
Online websites
Call centers
Brand owned Retail
stores
Online website
Call centers
The Source store
locations
Brand owned Retail
stores
Third-party stores
Sales agents
Call centers
Online website

18ANALYSIS OF ROGERS’ COMMUNICATION
Outbound telemarketing Third-party dealers
Figure 1.9: Places to purchase Products and Services. Retrieved for 2017 Annual Report for Rogers, Bell, Telus.
Product/Services
From Figure 1.10, we can see that between the three top competitors the standard services
that they each provide is the same. However, when looking closer, we can see that Rogers
provides more products/services that can be included in bundles.
Summary of Products
Rogers Bell Telus
High speed internet
Roaming Device protection
Phone plans
Email
Roaming national and global
Standard TV packages
At home device protection
Mastercard
Advertising
Rogers On Demand
Wireless specialized plans
Roaming National and Global
High speed internet
Standard TV packages
Home Security
Advertising
Crave-TV
TV Everywhere Services
Bundle options
Data and voice
Devices
Internet
Healthcare
Home security

19ANALYSIS OF ROGERS’ COMMUNICATION
Rogers Anyplace TV
Bundle options
Figure 1.10: Summary of Products for Rogers, Bell, and Telus. Retrieved from Rogers, Bell, and Telus 2017 Annual Reports.
Price
Below in Figure 1.11, there is a comparison for Rogers and its main competitors.
Looking at one of the most basic plans when for data we can see that Rogers price is the best
because it is the lowest. When looking at Figure 1.12, we can see that between Bell and Rogers
TV, Rogers is also the better choice because it offers more channels for a lower amount of
money.
PRICES OF 3 GB DATA PLANS
Company’s Data
included
Price(before tax)
Rogers Wireless 3 GB $80 CAD
Bell Mobility 3 GB $85 CAD
Telus Mobility 3 GB $85 CAD
Figure 1.11: Price of 3 GB Data Plans for Rogers, Bell, and Telus. Retrieved from the Companies main sites.
Prices of TV Package
Company’s TV Basic Packages Price (before tax)

20ANALYSIS OF ROGERS’ COMMUNICATION
Rogers Cable Select Package:
100+ Channels
$49.99 per month
Bell Fibe TV Good Package:
77 TV Channels
22 Radio Channels
$58.95 per month
Telus (Does not offer TV
Services)
Figure 1.12: Price of TV Packages for Rogers and Bell. Retrieved from the Companies main sites.
Promotion
Rogers promotes its product by using short videos that showcase not only one sector of
Rogers communications but promotes all sectors (Kolm, 2018). The company advertises its
products on traditional marketing areas like TV, billboards, and newspaper ads, but they also
market their products on the internet through websites like YouTube and apps like Instagram
(Kolm, 2018). This way they are not only reaching the older generation but also, the younger
generation.
Strengths and Weaknesses
Rogers strength is that it has a lower cost compared to its lead competitors which to most
people is what they are looking for as long as they are also getting the same quality
product/service as if they went for the more expensive option. Another strength the company has

21ANALYSIS OF ROGERS’ COMMUNICATION
is that it is marketing slogan is very diverse and can be changed in slit ways that not only
promote the product/service but also indicates to customers that where ever they go, they will
have coverage, and nothing could stop them. A weakness is that while they have a very effective
marketing strategy that they may be spending too much on marketing and that they might not be
able to recover the costs.
CUSTOMER SERVICE
Customer Services are important in organizations such as Rogers Communication Inc.
Through the services the company could retain and earn customer loyalty and will allow
customers to spread the word about the company which is a form of advertising.
Firms services
Rogers Communication Inc. provides a business unit that is single enterprise focused
which reduces cost and improves customer experience (One Rodgers, 2014). They also focus on
providing goods and services that improve growth in industry and improve the market; hence,
customers are assured of quality and efficient products.
The after sales service followed by Rogers Communication is very much effective which
highly grabs of attention of customers. After reviewing the products, the customer may not get
satisfied on the overall quality of work. In this situation, the business experts have every right to
help the customers and satisfy their needs and demands. `Methods of Billing and payments such
as live chat and social media platforms like Facebook, Twitter and community forums and also
calls or texts. These ensure that the customers can make wireless and residential billing and
inquiries on payment. Additionally, they have the opportunity to make smart monitoring
inquiries. The company also offers Technical support for its customers, ensuring that they have
live chats and can make calls that offer wireless, Television (TV), Internet and smart home

22ANALYSIS OF ROGERS’ COMMUNICATION
monitoring support. In addition, the company has support the client by allowing them to shop by
phone in the convenience of their homes. Also, shopping online is possible and encouraged for
the customers. Hence the company seeks to make it easier and convenient for the customers to
receive their products and services.
Effective promotions for reaching the doorstep of customers:
The company ensures constant advertising of products and services that the customers
might require. While promoting the products the organization can easily reach the doorstep of
target customers. Both social media and traditional media is used based on which customers can
get detailed overview about the brands and their services. A number of websites offer customers
the opportunity to review and provide information.
An effective comparative analysis on the after sales services:
After sales services Rogers Communication Telus
Follow up for collecting
customers’ feedback
Rogers
communication after
selling the products
and services collects
the customers feedback
by providing them hard
copy of forms.
Customers have to fill-
up the forms and
Telus has implemented
rating system for
collecting customers’
feedback. Every
customer while using
the services has to
register their name.
After using the services
the concerned

23ANALYSIS OF ROGERS’ COMMUNICATION
provide necessary
feedback
customer has to rate
service provider
Flexibility for product
exchange and additional
services
If the customers have
to face any challenges
after receiving the
product, the service
providers are flexible to
exchange the product
at once without any
further delay.
Telus is not flexible to
provide instant
exchange offer. The
customers’ compliant is
investigated first and
after that the business
experts intend to decide
whether they will
exchange the product
or not.
Re-forming strategy and
policy
Based on customers’
feedback the
organizational experts
intend to form
business strategy and
policy in order to meet
current needs and
demands
If the customers’ needs
and demands are
proved to be genuine
the business experts
form new strategy.
Strengths and weaknesses

24ANALYSIS OF ROGERS’ COMMUNICATION
Various strengths that ensure that the success Rogers communication Inc. has various
strengths that ensure the success such as constant innovation that allows production of new
produce and services (One Rodgers, 2014). Additionally, good customer relationships and
presence of suitable structures are also essential in the development of the company. Therefore,
customer services are important features that affect the growth and development of the company
and also offers different structures that are essential to the company.
SECONDARY VALUE CREATING ACTIVITIES
HUMAN RESOURCES MANAGEMENT
RBV analysis:
RBV is an effective approach of achieving competitive advantages by evaluating the
resources associated with the organization. In order to gain the competitors’ advantage the
organization has to get in-depth knowledge and understanding about their internal and external
resources.

25ANALYSIS OF ROGERS’ COMMUNICATION
Figure: RBV and its various key aspects
(Source: Kom, 2018)
Tangible:
Physical resources such as lands, machinery, buildings and other equipments are one of
the most effective resources of Rogers. In order to expand the entire process of business in
different geographical boundaries Rogers would have to increase their physical resources.
Intangible:
Brand reputation, trademark and intellectual resources are considered under intangible
resources. Rogers has already gained immense reputation and brand identity in
telecommunication industry. Employees associated with this organization is very much
intellectual and professional that has already reflected on their performances.
Heterogeneous:
Heterogeneous is the amalgamation of both the two resources, which include both
internal and external. In order to sustain in the multinational country Rogers has appointed
people from diverse culture backgrounds and attitudes.
Immobile:
Resources of each particular company cannot be moved from one particular place to
another. Especially, intangible resources such as brand reputation, intellectual resources,
knowledge and capitals cannot be transformed to other company. However, in order to make
their intangible resources stronger Rogers has implemented highly skillful employees who have
made the entire process of work stronger. With the help of this particular resource, the company
has always set a trademark.
VRIO framework:

26ANALYSIS OF ROGERS’ COMMUNICATION
With the help of evaluating VRIP framework, the organization evaluates different types
of heterogeneous resources, which are valuable for achieving competitive advantages. Valuable
implies on how a business resource is valuable in giving a competitive threats in market. Human
resource can be considered as one of the most valuable resources for Rogers. Every company has
to keep some significant resources as their major USP. Rogers as their rare resource can use their
intellectual resources as well as service quality in order to gain the attention of customers.
Imitability is the way of imitating the resource types of rivals so that the company can gain
competitive advantages in the market. In order to gain competitive advantages the organization
has to focus on following the above mentioned stages of resource based views.
The figure below identifies the employees over the past three years.
Figure 2.1: Number of employees at Rogers Communication Inc. from 2010 to 2017. Taken From, Statista: Retrieved
fromhttps://www.statista.com/statistics/481038/rogers-communications-employee-figures/
The number of employees in the company’s competitors were:
Company 2015 2016 2017

27ANALYSIS OF ROGERS’ COMMUNICATION
BCE Inc. 49,968 48,090 51,679
TELUS 47,700 51,300 52,900
Figure 2.2: Number of employees in competitor companies. Retrieved from Bell and Telus Annual Reports 2015-2016.
The company also believes in full time and permanent employment of its employees.
Although part time employment exists where great benefits are awarded, and a great culture
exists it is impossible to move up in the company as a part time employee. Since, the company
thrives in awarding numerous benefits to their employees which are long-term through which
they could plan their activities and careers. Therefore, the company is always in search of
potential, talented, creative individuals who are awarded the opportunity and privileges to join
the company on full-time capacity.
Revenue per Employee
The employee’s revenue per year determines the effectiveness within a company or
organization. Rogers communication Inc. Revenue per employee for the last three years are
Year Revenue (in billions) Number of employees Revenue per employee
2017 10.91 24,500 445,306.12
2016 10.34 25,200 410,317.46
2015 10.51 26,000 404,230.77
Figure 2.3: Revenue per employee in Rogers Communication 2015-2017. Retrieved from Rogers Communications Inc. 2015-
2017 Annual Reports

28ANALYSIS OF ROGERS’ COMMUNICATION
In this very specific part, the study has made effective comparative analysis on revenue
differences of employees. Comparative analysis has been made between Rogers Communication
and Telus. In this very specific part comparative analysis is made in terms of revenue structure.
Year Telus number of
employees
Rogers number
of employees
Rogers Revenue
per employees
Telus
Revenue per
employees
2017 19,000 24,500 445,306.12 345,305.11
2016 18,000 25,200 410,317.46 310,318.47
2015 20,000 26,000 404,230.77 304,130.78
Figure 2.3: comparative analysis of Revenue per employee in Rogers Communication 2015-2017. Retrieved from Rogers
Communications Inc. 2015-2017 Annual Reports
Firm’s performances as compared to the direct competitors:
In order to get good performance from the employees, Rogers communication has started
some of the most effective initiatives which are still not followed by its contemporary
competitors like Telus. The initiatives are as follows:
Education and Training
The organization offers opportunities for career development among employees through
allowing them to participate in trainings and mentorship programs (Yerema and Leung, 2017).
The company hires individuals with various professional knowledge in their respective fields. It
also provides training opportunities for them as they continue with their activities within the
company. Telus has not still implemented this kind of education and training procedure due to
economic constraints.
Employee salaries and Benefits

29ANALYSIS OF ROGERS’ COMMUNICATION
The salaries of the most popular jobs in the company include the following: An average
salary of a sales representative in the company is $46,481 per year while a Field sales
representative is going to earn around $54,943 per year, Representative commercial (H/F) is paid
$11 per hour and a sales associate receives $37,691 per year. It is also reported that Customer
service employees also earn $15.72 per hour while customer relations earn $16.71 per hour.
Thus, in Canada Rogers Communication ranges a salary of about $30,272 per year while sales
jobs offer $113,803 per year and also offers hourly payment of $11.56 and $72.12 per hour for
associate and Senior Business Analysts. The company also offers various benefits to the
employees. They include Medical insurance plans, dental and vision insurance, flexible spending
and savings accounts, insurance and coverage payments, employee assistance programs, and
wellness programs. Different salaries are awarded for the employees depending on their roles
and responsibility within the company (Rogers communication). Telus has not still implemented
this kind of salary and remuneration structure for maintaining employability sustaining plans due
to economic constraints.
Awards
The company due to its activities and employee benefits and perks has received various
awards for being a top employer, the company has been named among the best places to work,
mentioned as an iconic Canadian brand, Best Diversity employers, and as Canada’s Greenest
employers. These awards highlight how the company relates with the employees to develop a
better organization and industry. Telus has not still implemented rewards and recognition policy
due to economic constraints.
Strengths and weakness in implementing these trends:

30ANALYSIS OF ROGERS’ COMMUNICATION
One of the most effective strengths with which Rogers is dealing includes economic
strength. The organization is possessed with effective economic strength with the help of which
the human resource managers can easily implement rewards and recognition policy, training and
development session. On the other hand, the employees associated with the business process are
very much professional with the help of which the business experts do not have to receive any
kind of unprofessional behaviour from the employees.
On the other hand, limited workforce is one of the most significant weaknesses due to
which the entire operation of Rogers Communication is getting immensely affected. The
employees are unable to make an effective balance between demand and supply.
R&D / NEW PRODUCT DEVELOPMENT
Roger Communications has been in the top 3 research and development spenders within
their industry for 2014, 2015, and 2016 (Infosource Inc., n.d.). Data for R&D spending is not yet
available as a compiled report for 2017. This information will be released on November 12th,
2018. The data available in Figure 2.4 shows that Rogers Communication Inc.’s R&D spending
as a percentage of revenue is above average for their industry. This is compared to the other
companies in the telecommunications industry who made the Canada’s Top 100 Corporate R&D
Spenders list, published each year by Research Infosource.
ROGERS COMMUNICATION R&D SPENDING
Year R&D Spending Revenue
R&D as a % of
revenue
Industry
average ($)
Industry average of R&D as a %
of revenue

31ANALYSIS OF ROGERS’ COMMUNICATION
201
4 $418,000,000.00 $12,850,000,000.00 3.25% $386,000,000.00 2.50%
201
5 $425,287,000.00 $13,414,000,000.00 3.17% $387,195,000.00 2.43%
201
6 $480,555,000.00 $13,702,000,000.00 3.51% $386,000,000.00 2.43%
Figure 2.4: Rogers Communication R&D Spending. Information from Infosource Inc.
For the three years considered in this research, Rogers has been the second highest spender for
research and development in the telecommunications industry. They have been beat each year by
Bell Canada Enterprises (BCE Inc.) and followed closely by either BlackBerry Ltd, Ericsson
Canada Inc, or Telus Corporation.
According to the Canadian Intellectual Property Office, there are 40 patents associated
with Rogers Communications Inc. between the years 2006 and 2018 (Government of Canada,
n.d.). Of the 40 patents filed, 22 have been issued and 18 are still pending (Government of
Canada, n.d.). As shown in Figure 2.5 below, Rogers filed a number of patents during the years
2011 and 2014, while the most patents were granted to Rogers in 2016. The average number of
patents filed by Rogers per year is 3 patents.

32ANALYSIS OF ROGERS’ COMMUNICATION
Figure 2.5: Patents associated with Rogers Communications Inc. Information from Government of Canada,
Canadian Intellectual Property Office. (n.d.). Canadian Patent Database (pp. 1-4). Retrieved October 20, 2018, from
http://www.ic.gc.ca/opic-cipo/cpd/eng/search/results.html?query=(rogers communications
inc)&start=1&num=50&type=advanced_search&newSearch=0
Additionally, Figure 2.5 above shows that Rogers has drastically decreased their patent
filings. If the data provided by the Canadian Intellectual Property Office is correct, Rogers has
not filed any new patents since 2014. This must mean their money spent on research and
development is not spent on producing new patents, but perhaps refining their existing
developments.
Strengths and Weaknesses

33ANALYSIS OF ROGERS’ COMMUNICATION
There are obvious strengths and weaknesses in funding research and development. A
weakness would be that of any investment- it could fail. Funding research and development can
be a gamble, especially if there is a timeline involved. Innovators could lack time or funding,
rushing a product that essentially may never actually succeed. One of the many strengths of
funding research and development would be giving Rogers immediate access to new technology
as it is developed. They are funding technological advances, which could change everyday life
for Canadians. This puts them ahead of the competition and make customers feel more inclined
to choose them.
CORPORATE LEADERSHIP
The Corporate leadership within the Rogers is based mostly on the hierarchy style. It
starts at the top with the CEO who answers to the Board of Governors. The CEO works with
nine other Executives to make sure that the company is heading in the right direction and coming
up with new ways that will not only help the company but will also serve to benefit the
consumers (Our People, 2018). Rogers competitor Bell has a perfect example of this. The CEO
George A. Cope was a key executive is starting Bell Let’s Talk initiative (Executive team, 2018).
This initiative is “the largest-ever corporate commitment to Canadian mental health and now one
of the country’s most prominent community investment campaigns.” (Executive team, 2018). As
of right now, there is no indication as to if Rogers CEO Joe Natale is planning to introduce a new
initiative be it similar to Bells or completely different. This may be because Mr. Natale has only
been in the position of CEO of 2 years compared to Mr. Cope’s ten years as CEO of Bell. In
Figure 2.6, we can see the comparison of Rogers, Bell, and Telus CEOs. From this comparison,
we can see that Mr. Natale is the newest CEO among the three CEOs. When looked at as an

34ANALYSIS OF ROGERS’ COMMUNICATION
average of the number of years the CEO has worked divided by the combined years each CEO
has held the position, Mr. Natale only accounts for 6.25% of the total. Whereas Telus CEO
Darren Entwistle, who has held the position for 18 years makes up 56.25% of the total. While
Rogers CEO has been in his job for the least amount of time, he has been in the
telecommunication industry for 15+ years which when compared in Figure 2.6 to the other two
CEO’s is more similar to how much time they have also been within the industry.
Company Number of
Executives
Name Title Years in
position
Years
in Firm
Years in
Industry
Rogers 10 Joe
Natale
President and
Chief
Since 2017 (2
years)
As CEO
2 years
15+ years

35ANALYSIS OF ROGERS’ COMMUNICATION
Executive
Officer
Bell 14 George
A. Cope
President and
Chief
Executive
Officer, BCE
Inc. and Bell
Canada
President since
Jan 2006 (12
years) and CEO
since July 2008
(10 years)
Started
in 2005
13 years
20+ years
Telus 11 Darren
Entwistle
President and
CEO
Since 2000
(18 years)
Started
in 2000
(18
year)
21+ years
Total 35 n/a 32 years 33 years 56 years
Averages
:
Rogers
28.57% 6.25% 6.06% 26.79%
Bell 40.00% 37.50% 39.39% 35.71%
Telus 31.43% 56.25% 54.55% 37.50%
Figure 2.6: List the Top Executives within Rogers, Bell, and Telus, to then compare the number of years each has
held their position and been in the firm/industry.

36ANALYSIS OF ROGERS’ COMMUNICATION
From looking at Figure 2.7, we can tell how fast a company is growing between the last
year and the current year. From Figure 2.7 we can see that in 2016 the company saw a 2.24%
decrease in the rate the company was growing for the previous year. If we look at Rogers, we
might assume that they just had a bad year because of internal problems, but when compared to
Bell and Telus we can see that they all experience a significant decrease in their revenue growth
in 2015. This decrease was due to Canadian consumers reassessing their spending on
telecommunication (The Conference Board of Canada, 2015). In an article by Kristelle Audet,
Senior Economist, with The Conference Board of Canada. She wrote that “although consumers’
thirst for wireless data is set to grow at a rapid pace for the foreseeable future, their capacity and
willingness to spend more on telecommunications services will not follow suit, the amounts
households are dedicating to TV, Internet and wireless services will continue to be constrained
by slower growth in disposable income and high debt burdens.” (The Conference Board of
Canada, 2015). Though the decrease was significant all three companies were able to increase
their revenue growth in 2017, while Bell was the only one to surpass what their revenue growth
was in 2015, Telus and Rogers were still able to move closer to what they were initially at in
2015.

37ANALYSIS OF ROGERS’ COMMUNICATION
Figure 2.7: Revenue Growth Rate for 2015-2017 for Rogers, Bell, and Telus. Information calculated using
information retrieved from Rogers, bell, and Telus Annual Reports. Numbers can be viewed in Appendix II.
While customers were reassessing how much money they were willing to spend on
telecommunication affected Rogers Revenue Growth it didn’t affect their share prices. In fact, in
Figure 2.8 we can see that Rogers share price has seen an increase for the past three years. Bell
and Telus share price was also not affected by the decrease in revenue growth, and as shown in
Figure 2.8 they have seen a steady increase in their share price over the past three years. Rogers
has also seen a rise in their shares and experienced an $12.26 increase in share price between
2016 and 2017, the biggest increase in share price between the three companies.

38ANALYSIS OF ROGERS’ COMMUNICATION
Figure 2.8: Share Price of Rogers, Bell, and Telus for 2015-2016. The share prices are the last share prices recorded
on the stock market of each year.
The market capitalization lets the company, investors, and other interested parties know
what the total value of a company’s outstanding shares are worth. This number is then used to
rank the size of companies and is also an indication of the public’s opinion of the company. In
Figure 2.9 to 2.11, we can assess the treads of Rogers, Bell, and Telus market capitalization.
From looking at the charts, we can tell that all have increased their market capitalization over the
past three years. When ranking these companies, Rogers would place second after Bell. Though
Rogers seems to be catching up to Bell when analyzing the graphs, we can see that Rogers
compared to Bell has a steeper slope between 2016 -2017. This indicates that Rogers shares are
gaining in price and that the public is starting to favor Rogers instead of Bell. We will not know
if this trend will continue, but from looking at the current data that is available, it seems like the
trend has continued.
Rogers Communications Inc. Market Capitalization

39ANALYSIS OF ROGERS’ COMMUNICATION
Figure 2.9: Rogers Communications Inc. Market Capitalization for 2015-2017. Retrieved from Macro trends.
Bell Market Capitalization

40ANALYSIS OF ROGERS’ COMMUNICATION
Figure 2.10: Bell Market Capitalization for 2015-2017. Retrieved from Macro Trends.

41ANALYSIS OF ROGERS’ COMMUNICATION
Telus Market Capitalization
Figure 2.11: Telus Market Capitalization for 2015-2017. Retrieved from Macro Trends.
As of the moment, the CEO of Rogers Joe Natale has not caused any problems and is said
to be resetting the Rogers and bringing it back to the top. From my research, I would agree that
Rogers is hitting the reset button. The company’s new executives have all been placed in their
position within the past three years, and from looking at the annual reports, we can see that
revenue has been increasing steadily for the past three years. The increase in market
capitalization also indicates that customers are starting to favor Rogers just as much as Bell. I
will be Interesting to see where the new executives are going to be leading the company in the
next few years.

42ANALYSIS OF ROGERS’ COMMUNICATION
SUMMARY
Through external research and thorough examination of annual financial reports, it has
been determined that Rogers is an exemplary model of how companies effectively use primary
and secondary value chain activities to thrive. To conclude the value chain analysis, it is clear
that the most vital value chain activities are the secondary items of research and development
and human resource management. Being a national communications company, it is utterly
important for Roger to continue to fund research and development. Technology is an entity that
is every-changing and in order for Rogers to compete in the industry, they must continue to fund
innovation. As for their human resource management, the way Rogers handles their employees is
ideal. Rogers offers great benefits for their employees and acknowledges exemplary work with
awards, which boosts productivity and morale, subsequently leading to higher revenue and
profit. Rogers indeed has a sustainable competitive advantage, which they clearly intend to
maintain. Overall, though not totally perfect, Rogers as a firm is extremely attractive.
As an industry leader in Canada, Rogers sets the bar high for primary value chain
activities, including distribution logistics, marketing and sales, and customer service.
Additionally, they effectively use the secondary value chain activities of human resource
management, research and development, and corporate leadership as well. Through the research
conducted, it has been determined that Rogers effectively uses the value chain activities to
identify which items are the most necessary for them to have a superior product compared to the
industry.

43ANALYSIS OF ROGERS’ COMMUNICATION
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49ANALYSIS OF ROGERS’ COMMUNICATION

50ANALYSIS OF ROGERS’ COMMUNICATION
Appendix 1
Rogers Communications
Consolidated Statement of Financial Position (Balance sheet) 2015-2017
Bell

51ANALYSIS OF ROGERS’ COMMUNICATION
Consolidated Statement of Financial Position (Balance sheet) 2015-2017
Telus

52ANALYSIS OF ROGERS’ COMMUNICATION
Consolidated Statement of Financial Position (Balance sheet) 2015-2017
Appendix 2
Rogers Communications
Consolidated Statement of Income (2015-2017)

53ANALYSIS OF ROGERS’ COMMUNICATION
Bell
Consolidated Statement of Income (2015-2017)
Telus
Consolidated Statement of Income and Other Comprehensive Income (2015-2017)

54ANALYSIS OF ROGERS’ COMMUNICATION