Analyze and explain the key marketing activities and strategies of Rogers Communications
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.
Key Learning Outcomes
- 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
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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