Analyze and explain the key marketing activities and strategies of Rogers Communications
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An organization's marketing strategy refers to its overall gameplan for reaching potential customers and turning them into customers of their service or products. It Encompasses an organization's value proposition, data and insights on target customer demographics, key branding message, and market positioning amontg other elements. According to Grewal and Levy (2017), a clear marketing strategy should revolve around the company’s value proposition since it communicates to consumers what the company stands for, how it operates, and why it deserves its business. This assignment aims to examine and explain the key marketing activities and strategies of Rogers Communications.
HARVARD
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MLA
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CHICAGO
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Question
This assignment aims to analyze and explain the key marketing activities and strategies of a company that you will choose among the larger corporations in Canada. This Marketing Analysis Report should be on a B2C company (business-to-consumer). You are expected to obtain information from the company’s website or other public sources (library, Internet websites, publications, etc.).
Research Requirements
Significant primary and/or secondary research is expected (4-5 sources minimum). The sources may include third-party analyses in business periodicals and credible Internet sites, the website of the organization, and insider interviews. You are expected to include at least one academic reference (that is, an article in an academic journal).
Please conduct some preliminary research before finalizing the organization for your project.
General Format Guidelines
- 1,000 words maximum, double-spaced.
- Please use both paragraph form and point form as deemed appropriate.
- Please show the clear application of terminology and concepts.
- Clear and concise writing, proper grammar, spelling, punctuation, and appropriate referencing of information sources (APA Style).
Key Learning Outcomes
By the end of this assignment, students should be able to:
- Analyze and explain the key marketing activities and strategies of the chosen company
- Explain how the environmental forces (social, economic, technological, competitive, and regulatory) impact the marketing activities of your chosen firm’s product
- Understand and examine how psychological and sociocultural influences impact consumer behavior
- Understand market segmentation and why it is important to a business
INTRODUCTION
Founded in 1960 by Edward Samuel Rogers, Rogers Communications, Inc. is the largest communications company in Canada. The company provides wireless communications services and operates through wireless, media, and cable segments. As of 2021, Rogers Communications held the largest share of the retail mobile market, accounting for 31.1% of all revenue generated in the sector. Rogers Communications has been recognized for its sustainability efforts through its inclusion in the Jantzi Sustainability Index and the FTSE4Good, as well as by the Carbon Disclosure Project and Accenture as a sector leader in their 2011 Canada 200 Report.
In recent years, the company has successfully reduced environmental impacts in many areas. As of 2022, the company reduced its total energy use per network traffic by 3%; and total Scope 1 and 2 GHG emissions per network traffic by 12%. It also reduced 25,000,000 kWh of electricity through system upgrades in collaboration with Ericsson. This enabled it to reduce 3,000 tonnes of GHG emissions annually. The company also significantly invests in its communities. The company is planning to invest $100 million in local communities every year with a focus on improving access to technology, education, and training for Canadians who need it most.
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