Research and Analysis of Rogers Wireless: MGMT1101 Report

This report provides a comprehensive analysis of Rogers Wireless, a leading Canadian wireless and telecommunications company. It begins with an introduction to Rogers Wireless, including its history, customer base, mission, and vision. The report then delves into the company's corporate-level strategies, focusing on its growth strategy, and its business-level strategies, specifically cost leadership. A detailed SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis is also included, examining both internal and external factors influencing the company's performance. The report concludes with a summary of the key findings, highlighting Rogers Wireless's position in the market and its strategic approach to maintaining its competitive advantage. The analysis incorporates various aspects of management, leadership, and strategic planning, providing a holistic view of the company's operations and future prospects.

Running Head: Rogers 0
Introduction of management

Rogers 1
Introduction
Rogers Wireless is a Canadian wireless telephone organization, which has
headquarters in Toronto and provides services nationally throughout Canada. Ted Rogers,
Marc Belzberg, Philippe de Gaspe Beaubien, and David Margolese establish Rogers Wireless
in 1983. It is Canada’s biggest wireless carrier with revenues under $15.1 billion, 10.8
million subscribers in 2018. It is stated that cellular wireless technology would be utilized for
more than simple voice calls. It is a mobile network operator industry, which is a provider of
cable television, information technology, wireless communication services, telephony, and
internet services to business & consumers (Kim, Gutruf, Chiarelli, Heo, Cho, Xie & Lee,
2017).
They also offer Rogers Smart Business Monitoring, business monitoring, security &
automation system, Fido MasterCard & Rogers Platinum MasterCard, Rogers Smart Home
Monitoring, and the credit card that permit clients to gain cashback and reward points on
spending. Through Rogers Wireless, the organization is involved in television & radio
broadcasting, magazines & digital media, and televised & online shopping (Park, Brenner,
Shin, Morgan, Copits, Chung & Yoon, 2015). In this report, the discussion has been made on
describing the customer base, mission, and vision of the Rogers Wireless. In addition, it also
discusses corporate-level strategies, business-level strategies, and SWOT analysis.
Customer Base
In the wireless industry, Rogers is the biggest data & voice telecommunication
services provider, which serves approximately 9.3 million customers under Chatr, Fido, and
Rogers’s brands. It is also the prominent cable service provider of Canada, which deliver
telephony & television products as well as high-speed Internet access to several customers in
New Brunswick, Newfoundland, and Ontario (Kim, Lee, Raj, Lee, Reeder, Koo & Choi,
2018). The organization also delivers networking and telecom services to government,
enterprise, and carrier customer. It is stated that overhauling the customer experience is the
significant pillar of the Rogers strategy to enhance its competitive advantage. Their mission is
to offer consistent and superior connections to the customers despite the channel they are
selecting (Kim, Banks, Cheng, Xie, Xu, Jang & Wei, 2015).

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Mission & Core Values
Rogers Wireless mission is to offer innovative communication services to the
customer and continue to grow as a business. It owns a well-structured set of diverse
initiative and corporate values to assist the organization in a respectable manner. They also
believe in generating corporate social responsibility and adding great value to our clients
through an accessible and innovative array of cable, wireless, media products & services,
telephone, and internet services. They also deliver information technology solutions and
business communication services that assist our client win. It is stated that our “as-a-service”
solutions permit the clients to enhance efficiency, productivity, and collaboration, operate
more effectively, and decrease cost. They are also assisting the organization in changing its
market and industry disruptions. Their main purpose is to bring our clients towards the latest
innovation and fastest speed (Khan, Björninen, Sydänheimo & Ukkonen, 2015).
Rogers Wireless core values depict that they need to develop the organization by
maintaining brilliant digital connectivity. They believe in innovation and carries relentlessly
spirit forward to contribute effectively to the society, community, and economy. They assist
in bringing innovative ideas and approaches, which are suitable for the business. They also
work cooperatively within and across groups to attain objectives and aims (Gagnon-Turcotte,
LeChasseur, Bories, Messaddeq, De Koninck & Gosselin, 2016).
Vision
Rogers Wireless vision states that strong corporate citizenship is a significant part of
our heritage. They strive to be a good business for a good neighbour in society, good business
for our clients & shareholders, and a good employer for our people. They are also
concentrated on strengthening CSR practices and embracing a more systematic & rigorous
approach (Dutka, Starychenko, Melnyk & Kernytskyy, 2016). They also tackle new
challenges that matter to our shareholders such as stepping up our efforts to reduce our
environmental footprint and assist the clients to deliver the products and services effectively.
Along with a strong set of wide-ranging initiative and corporate values to operate our
business effectively, they add great value to our clients’ lives through an accessible array of
cable, telephony, high-speed internet, and wireless products (Omar, Ain, Norhassim,
Marzuki, Abdullah & Ahmad, 2017).

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Corporate-level strategies
The corporate level strategy used by Rogers Wireless to maintain sustainability and
corporate governance is a growth strategy. They are focussing on potential gains in wireless,
steady development in broadband internet, media, and TV. It has provided a continuous
performance in a fast pace environment, which underpinned strategy to lead in innovation
and investment while offering dividend growth for our shareholders. They have also installed
Alt TV, Enterprise Cloud Solutions, and Fastest internet to make cities better in the future.
They have generated a growth strategy to make better today for our clients, government, and
business across the nation (Tuptuk & Hailes, 2018).
Rogers Wireless invests more in growth strategy, Canadian communication, and
network infrastructure than any other organization. Their main concentration is to bring
nations technological leadership on an international extent, which provides a competitive
advantage in a dynamic environment (Johnston, 2016).
Business-level strategies
The business level strategy used by Rogers Wireless to gain competitive advantage is
cost leadership. Their main objective is to build more cell-phone towers in order to enhance
the products service quality. They seek to take benefit of potential opportunities to leverage
our networks, marketing resources, infrastructure, and sales channels across the Rogers group
of companies in order to generate value for our clients, government, and shareholders. It is
stated that the cost leadership strategy is adapted to facilitate potential opportunities for cable,
media, Blue Jays, and Wireless to generate bundled product and service offering. They need
to generate awareness to contain costs through the identification of operating efficiencies and
reduce capital expenditure. This increased concentration on cost control in respect to
profitability as it is not a core aspect of an overall cost leadership competitive strategy (Gould
& Desjardins, 2015).
It is quite evident that cost leadership strategy assists to deploy an innovative
broadband internet protocol multimedia network to contribute primary line voice cable and
several other services. The networks they operate should be re-evaluated as they can be
utilized to pursue a cost-leadership strategy because they have interest benefit over other
business level strategy. Broadband cable has progressively generated competitive positioning

Rogers 4
for the streaming of video content and broadband satellite TV services to clients (Gomez,
Pérez-Aradros & Salazar, 2019).
SWOT analysis
The four main elements of SWOT analysis are strengths, weakness, opportunities, and
threats, which Rogers Wireless can differentiate among two broad sections i.e. internal
factors as well as external factors.
Strengths-
 Diversified business operations- Rogers Wireless have expanded business operations
across sports, media, and telecom. It offers exhaustive product mix options to its
clients and assists in catering to several customers’ segments.
 Strong brand recognition- Rogers Wireless products have strong brand recognition in
the telecommunication industry. This has enabled the organization to charge a
premium as compared to its opponents’ in this industry.
 Improved financial performance- Rogers Wireless have enhanced financial
undertaking from both the perspective i.e. media and telecom assets. They have
generated new products, which continuously assist in enhancing market share in the
telecommunication industry.
 Vast customers and operational Base-They have been the biggest provider of wireless
publishers in Canada. It is stated that most players in the strategy drive innovation, so
Rogers Wireless has a successful record at client-driven innovation (Alaeddini,
Asgari, Gharibi & Rad, 2017).
Weakness-
 Limited international presence- It is stated that Rogers Wireless has a limited
international presence as compared to other players.
 Over-dependence on the market of Canada- Rogers Wireless has over-dependent on
the Canadian market, which is a slightly a peaking saturation point for them.
 Declining market capabilities- Rogers Wireless is developing faster in the economy as
it carefully identifies the several trends within the telecommunication sector.
Opportunities-

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 Development in telecommunication services- As the Canada economy is enhancing
faster than any other growing economy, so Rogers Wireless provides an opportunity
to diversify into the market.
 New trends in customer behaviour can open up a new market- It offers an opportunity
for the Rogers Wireless to expand into new product categories and develop new
revenue streams.
 Opening up of new markets due to government agreement-It is stated that the
adoption of government free trade agreement and new technology has offered an
opportunity to enter a new evolving market (Stal & Paliwoda-Pękosz, 2018).
Threats-
 Rapid technological Changes-It is the biggest threat that is being faced by the local
players, which reduces the market share and profitability on Rogers Wireless.
 High competitive Pressure-It is stated that Rogers Wireless has developed the new
product cycle, which has put additional competitive pressure on them. This made
them concentrated towards the desires of the niche markets.
 Variation in the political environment- With Canada and U.S. trade war, Rogers
Wireless is influenced by the overall instability both in domestic as well as
international market (Alam, Erdiaw-Kwasie, Shahiduzzaman & Ryan, 2018).
Conclusion
In conclusion, it is stated that Rogers Wireless is a leading Canadian media
organization that delivers a great experience to our clients. It is the biggest provider of high-
speed internet and wireless communication services and concentrates upon meeting the needs
of diverse shareholders. It also accelerates investment and productivity in British Columbia to
carries next-generation technology to the region. It enhances content delivery through its
collaboration with NHL and enables to secure across these channels. In the above, the
discussion has also been made on the customer base, which involves government and carrier
client. In addition, their mission, vision, corporate level strategies, business-level strategies,
and SWOT analysis.

Rogers 6
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