INTL 706 Individual Project: VRIO Analysis, Bell Canada vs Rogers

This individual project analyzes the business rivalry between Bell Canada and Rogers, two major players in the Canadian telecommunications market, using the VRIO framework. The analysis assesses the value, rarity, imitability, and organizational aspects of each company to determine their competitive advantages. The project highlights Bell Canada's brand image and financial resources, while also acknowledging Rogers' strengths in supply chain efficiency and technological advancements. The study finds that Rogers has a slight edge in the market due to its innovation and service offerings. The project also emphasizes the importance of innovation in today's business environment, concluding that Rogers is slightly ahead of Bell Canada. References include Grant (2016), Gunnarsson & Ljungwaldh (2015), Islam & Barghouthi (2018), and Khajeheian, Friedrichsen & Mödinger (2018).

VRIO Framework Analysis
Bell Canada v. Rogers

Introduction
The IT market of Canada is largely captured by some of the biggest names like Bell Canada,
Rogers, Telus, Virgin Canada et cetera. The market is highly competitive and hence, consumers
are largely confused about choosing the service providers for mobile network and Television
network. In the recent past Rogers and Bell have locked horns in legal battle apart from business
field. Most of the consumers in Canada are largely divided into two groups using Bell and
Rogers services and hence, it becomes extremely important to analyse the business rivalry
through critical analysis of the VRIO analysis. Both Bell and Rogers are considered among the
big three Telecommunication organisations in the country Telus being the third (Gunnarsson &
Ljungwaldh, 2015).
VRIO Analysis: Bell Canada v. Rogers
The VRIO framework helps to analyse the areas which helps an organisation to compete in the
market and gain competitive advantage which is extremely important to sustain in a market. The
framework poses four different questions based on Value, Rarity, Imitability and Organisation.
Bell Canada
Value Rarity Imitability Organised
Research
and
development
High Low Use of
organisational
data and team
leaders
effectively use
the data to
encash on
market
understanding.
Financial
Resources
medium high Great use of
short term
cash
distribution
and logistics
medium moderate Strong brand
image
Use of fiber low high yes
Rogers
Value Rarity Imitability Organised
Data
Mining
High Low The
development
team of the
organisation
is largely
responsible
for this.
Use of
Long term
and short
term
investment
low medium Proper
utilisation of
money
especially in
the mobile
and TV
network.
Distributio high low Effective

Workforce low medium yes n and
logistics
investment
has helped.
Workforce low medium yes
Critically analysing both the organisations it is clear that Bell Canada is comparatively older than
Rogers which clearly provides upper hand to the organisation, but it is extremely important to
note that both the organisations have valuable aspects which are tough to imitate and hence do
have higher impetus on the market. Both the organisations have strong brand image based on
which it could be said that they have more or less same value and cannot be imitated by any
other brand because it takes time and money to grow a particular empire. It is also clear that from
the point of view of consumer reliance both Bell Canada and Rogers are way ahead than any
other brands in the market that which is a similarity for both these brands (Grant, 2016).
The supply chain competition in this case puts Rogers ahead in the market because the
organisation is able to create a lean supply chain which helps to enhance the operations of
distribution and logistics and Bell has not been able to imitate this because the organisation is not
able to utilise the organisational resources like the inventory and supply line properly which
provides upper hand to Rogers in the market and creates value for the company. On the other
hand even though Rogers have been able to utilise its short term investments to improve services
Bell and its goodwill in the market puts the organisation way ahead of Rogers in the market
which clearly shows that this aspect is really valuable for Bell and cannot be easily imitated by
Rogers. However, it is important to note given the technological disruptions happening across
the industry management of finance could be the next important aspect for Rogers that is likely
to strengthen its position in the market (Islam & Barghouthi, 2018).
Use of cables and fibers have been one of the major point of controversy for both these
organisations as it is clear that in the recent past Bell and its services have dipped a bit where
Rogers has encashed with its improved technological assets using cables which have not been so
far, imitated by any other organisation which has helped the organisation to provide effective
services even during storms and rain which is definitely a high point of value for Rogers. It is
rare and imitability rate is really low which clearly provides competitive advantage over Bell
Canada in this case. Employees are one of the most important core capability for both these
organisations where they both are at the same level however, it is important to note that customer

service from the recent statistics have been effective for the organisation Rogers which also
clearly shows the competitive advantage is with Bell because somehow the core service of the
organisation has dipped which has affected the overall customer service of Bell (Khajeheian,
Friedrichsen & Mödinger, 2018).
Conclusion
From the present analysis it could be said that from the technological and service point of view
Rogers is slightly ahead of Bell. The analysis clearly showed that in the modern day business
environment innovation is extremely important and from the above VRIO framework analysis it
is clear that Rogers is ahead of Bell Canada.

References
Grant, R. M. (2016). Contemporary strategy analysis: Text and cases edition. John Wiley &
Sons.
Gunnarsson, A., & Ljungwaldh, G. (2015). Business Model Innovation Towards Sustainability:
The Mobile Phone Industry.
Islam, K. A., & Barghouthi, O. A. (2018). To What Extent Do the Investment Programs in the
Infrastructure Sector Comply with the Determinants of National Competitive
Advantage?. International Journal of Small and Medium Enterprises, 1(1), 6-10.
Khajeheian, D., Friedrichsen, M., & Mödinger, W. (2018). An Introduction to Competitiveness
in Fast Changing Business Environment. In Competitiveness in Emerging Markets (pp. 3-
11). Springer, Cham.