Strategic Implementation of Rogers Communications


StrategicImplementation of Rogers Communications


RogersCommunications is a diversified Canadian public company that dealswith communications and media. The company operates in the area ofcable television, wireless communications, internet connectivity, andtelephone. Besides, the company has mass media and telecommunicationsassets (Rogers Communications Inc., 2006). Established in 1960, thecompany is one of Canada’s leading companies in the wirelessindustry. The company has its headquarters in Toronto. The chiefrival company of Rogers Communication is Bell Canada. The company isalso in competition with other entities in the wireless industry. Thefollowing is a table depicting customers of the company in thousands(Hasselt,2007).

RogersSr became the first inventor of alternating current for a radio tubein 1925. This helped in the powering of radios through the ordinaryhousehold current. This entailed a breakthrough in technology and akey aspect in popularizing the reception of radio. It was after thisinvention that Rogers Sr founded the Rogers Vacuum Tube Company inthe same year. In 1961, the company changed its name to Rogers RadioBroadcasting after Rogers’ son took over the company and afteracquiring CHFI and Aldred-Rogers broadcasting. In 1967, Aldred becamebought by Rogers and the name of the entity changed to RogersCablesystems. Later, the company became transformed and took over thename Rogers communications in 1986 (Hasselt,2007). The company has been in the frontline in adopting emergingtechnologies currently, it has gone beyond the wirelesscommunication.

Thefollowing is a table showing the products and services that RogersCommunications deal with

Product/ Service



Rogers Communications emerges as the Canada’s leading wireless voice &amp data communications service company, having above 9 million customers under the Fido, Rogers Wireless and chatr brands.


The company leads in television and radio broadcasting, digital media properties, publishing, and sport entertainment.


It is the leading Canadian provider of cable services. It offers cable television, telephony products, and high speed internet access. The company covers around 3.8 million homes in New Brunswick, Newfoundland, and in Ontario.

Business Solutions

The company provides data networking, Internet Protocol, and business telecom solutions to vast, medium, and small enterprises, career market segments and the public sector.


Deliveryof Differentiated End-To-End Customer Experiences

Thecompany focuses on evolving its cross-device integration infacilitating flawless, reliable and easy to use experiences atanyplace, anytime and anywhere through delivering a differentiatedassortment of devices and device-related services. Besides, thecompany focuses on facilitating a greater integration of its mediaassets across screens (Holmanet al, 2000).

Strengtheningthe Customer Experience

Thecompany is focused on constantly enhancing the experience, whichcustomers have through using its services and products. This is madefeasible through the company making it easier for customers to useits services and products. Besides, the customers’ experience isstrengthened by the company through the company providing tools andresources that customers need in using the products of the companywith confidence. Furthermore, in an attempt to strengthen thecustomers’ experience, the company focuses on being attuned tossthe evolving needs of its customers and continuing the simplificationof the company’s product offerings.

ImprovingProductivity and Cost Structure

Thecompany continues to focus on initiatives that are cost-optimizingand those that lead to the organizational efficiency. The companytargets to realize this through enhancing service delivery,mitigating complexities, managing expenses, working more closely withprimary suppliers, and focusing on fewer, more impactful projects(Holmanet al, 2000).

DrivingFuture Growth Opportunities

Thecompany continues to create targeted fresh growth areas of itsbusiness, including mobile commerce and video, machine-to-machinecommunications, business communication services, sports, homeautomation, and digital media services.

MaintainingIndustry-Leading Networks

Thecompany looks forward to maintain these networks through reinforcingits fastest and most reliable networks. This is through expanding thecompany’s LTE network to a broader proportion of the Canadianpopulation, enhancing the company’s TV platform with the nextgeneration attributes and functionality, and continuing to augmentbroadband internet speeds (Holmanet al, 2000).

Expandingthe Service Reach

Thecompany focuses on expanding the reach of its networks and servicesthrough fresh construction and targeted acquisition, whichcomplements the company’s existing platforms. This can be attainedthrough a more broad deployment of services and products and throughexpanding the reach of primary media brands nationally and across thecompany’s digital platforms.

StrategicObjectives in Achieving Competitive Advantage

Inensuring competitive advantage amid existing competitors in theindustry, such as Rogers, Telus and Bell, Rogers Communicationsapplies the following strategic objectives access to capitalbalance, bundling, technological adoption, brand equity, reputation,margins, strategic partnerships, attracting new customers, spectrumutilization, and keeping customers. These strategic objectives are asdiscussed in the following paragraphs.


Giventhat every firm has developed the required network in servicing thevast majority of the Canadian subscribers, none of the firms havebeen in a position to create a competitive advantage over otherswhere their network is concerned. However, Rogers Communication has asize advantage that it tries to maintain.

Accessto Capital Balance

Thissuccess factor has been considered as a relatively significant factorin the success of the firms. Without sufficient funding, the firmswill not be capable of upgrading their networks or keeping pace withtheir competitors as they implement new technology. According toStandard &amp Poor’s ratings, Rogers performs relatively in thisarea.


Allthe three main wireless firms have taken the significant andnecessary steps in investing in new technology so as to staycompetitive. Rogers has a competitive advantage in this area due tothe creation of strategic partnerships with WiMAX.


Thethree main firms offer different bundled packages of service toconsumers. Bundling is considered of high importance as it offers amechanism through which firms can produce significantly more ARPU andit gives an opportunity for differentiation. However, Rogers has anadvantage since they represent the only true quadruple play providerbecause they can bundle internet, wireless, and telephony.


Becauseof the homogenous nature of the product offerings from thecompetitors in the wireless industry, value of the brand is usuallyconsidered as one of the tools for differentiation. Each firm hasdeveloped equity in their brand in their home markets before theylaunched wireless services and have maintained the equity. Rogersconsistently captures around 40% of market share regardless of theprovince.


Reputationis considered to be of relatively importance because it is perceivedthat fewer customers will identify with a firm’s corporatereputation than it will with its branding. Rogers Communicationsranks high in reputation, which is apparent from its corporate socialresponsibility reports the organization is engaged in variouscommunity activities and considers ethical performance.


Thesepartnerships are considered to be of medium importance due to thecapacity of leveraging other firm’s chief competencies in thesesituations. All the three main companies have entered into strategicpartnerships of different types. Because of the different strategicpartnerships that the three companies have, they attained the samescore for strategic partnerships. However, Rogers is workingextremely well in this area.


Margincan be considered as an essential aspect since it determines thecompetition that a firm is capable of presenting, when placed amongother firms. The earnings of the company in the market usuallydetermine the margin. Comparing the three firms, Rogers is placed atan exceedingly competitive position due to its margin.

AttractingNew Customers

Thecapacity of attracting new customers is considered a key element ofsucceeding in the Canadian wireless industry. Without attractingcustomers, sources of fresh revenues would be limited. RogersCommunications have the vast capacity of attracting new customers,which adds to its competitive advantage.


Thecapacity of keeping existing customers is considered of importance inattaining success in the Canadian wireless industry. Keeping theexisting customers is a critical aspect since it ensures that anorganization maintains its revenues. Therefore, keeping customersemerges as a key success factor that organizations need to consider.Rogers keep customers as a way of maintaining their performance inthe industry.


Inthis analysis, spectrum utilization is considered of moderately lowsignificance when compared to other key success factors. Althoughunused spectrum does not create revenue, it would be available to thecarrier in the future in case it is needed. In the spectrumutilization, Rogers Communications performs relatively high.

Assessmentof Organizational Strategy

StrategicActions and Value

Softwareand Application Development

Beforebeing offered for sale, most wireless software and applicationdevelopment is usually done for Rogers by the handset manufacturershowever, sometimes, it may be done by their subcontractors. On theother hand, Rogers has also developed some of its own wirelessapplications, especially in the business market. By considering thehomogenous characteristic of the present products provided bycompetitors in the wireless market, the best alternative ofdeveloping a competitive advantage over competitors is coming up withfresh and innovative ways of utilizing the same equipment. Consumermarket applications are limited because of relatively simple ideassuch as Push-to-Talk, combination of voice and web-browser functions,and wireless television. In partnership with competitors,developments have emerged in the wireless payment services.Competitive advantage emerges from how each of the competitorsutilizes the applications and how thriving they are in doingmarketing to customers. Besides, competitive advantage is enhancedthrough Research &amp Development expenditure. Presently, R &amp Dexpenditure is usually related to the equipment manufacturers ratherthan the service provider. Therefore, software and applicationdevelopment makes the company competitive.

Marketingand Retail

Competitiveadvantage in this section is derived from several sources such asdeveloping a trusted and recognizable brand, developing advertisementcampaigns which attract attention and distinguish one brand fromanother, and having adequately vast sales channels in order to reachmost customers. Besides, competitive advantage is derived by RogersCommunications through forming associations or partnerships withrelated organizations, services, or products. On the other hand,Rogers gives back to the community in which it operates in order toenhance its corporate social responsibility. Through an enhanced CSR,the organization has increased its competitive advantage since mostindividuals, in the organization’s area of operation, identify withthe organization (Rogers Communications Inc, 2006).


Consumersare an integral part of increasing value since they can help theorganization to develop its competitiveness through providingfeedbacks. The organization enhances its competitive advantagethrough responding to consumers’ demands and feedbacks. On theother hand, through consumers’ surveys, the firm enhances itscompetitive advantage because it is capable of identifying new areasthat the demand of customers is heading to. This ensures a high levelof customer service. The high level of customer service definitelycreates a competitive advantage through the virtue of maintainingcustomers and keeping existing customers happy this makes customersnot defect to another provider.


Financialresources are exceedingly critical to the firm in the development ofcompetitive advantage since it is exceedingly difficult for theorganization to implement its plans without the involvement offinancial resources. Currently, Rogers Communications leads thewireless market in terms of revenue. It has been the trend for quitesome time, which offers the firm a better position of accumulatingthe revenues for use in developing its competitive advantage over itsrivals. Therefore, the financial resources that the firm has, isutilized in the development of competitive advantage against otherfirms in the industry.


Brandname is exceedingly critical in adding value to the firm. Usually, abrand name helps customers to identify products or services from acertain firm. An organization can build on its brand throughproviding quality services or products to customers. Through this,customers will become satisfied, which would make them become loyalto the firm to the point of spreading the news of the firm to otherpotential customers. Therefore, through the brand name, Rogerscreates a competitive advantage. Although the firm has a wellperforming brand name, it needs to market its brand name more inorder to enhance its competitive advantage. Hence, the brand name hasonly made the company to be successful.


Reputationis another element that can lead to a firm acquiring a competitiveadvantage. However, the reputation has to be positive in order for afirm to acquire a competitive advantage. Take, for instance, a firmthat is known for quality services. There is a likelihood thatcustomers in the region of operation of the firms will always seekthe services of the firm, when in need of the services provided bythe firm. Rogers Communications has a reputation for providingquality services to its customers. However, since reputation comesand goes because it is temporal, it should seek to maintain itsreputation in order to enhance its competitive advantage. Therefore,the reputation of the company has only made the company to attainsuccess.


Attractinga customer into a business may be sometimes easier compared toretaining the customer because firms do not always stick to thedemands of the customer. A firm should always seek to retain itscustomers since customer retention adds up to the competitiveadvantage of a firm. This emanates from establishing connections withcustomers, which necessitates in understanding their demands better.Therefore, Rogers Communications needs to increase customer retentioncapacity in order to enhance its competitive advantage. This can bedone through offering after sales services or offering discounts.However, in the meantime, the company has been capable of attainingsuccess due to customer retention.


Leadershipconstitutes one of the elements associated with the human resourcesthat lead a firm to acquiring a competitive advantage. Leadership iscritical in making a firm acquire competitive advantage since it isthrough the leadership that an organization gains the values thatguides it. Sometimes, the leadership of an organization may not leadan organization in a positive way, making the reputation of theorganization keep low. Low reputation cannot enhance a firm’scompetitive advantage, but will otherwise bring it down. However, inorganizations that have excellent leadership, there is a probabilityof the organizations becoming reputable positively which is aprerequisite for developing competitive advantage. Leadership inRogers Communications has been maintained in such a manner that theorganization keeps its reputation. This has made Rogers attain highperformance.


Formingof strategic partnerships is an exceedingly significant considerationfor the firm since strategic partnerships have the capacity of makingthe firm provides its services with ease. Although RogersCommunications has created several strategic partnerships, it stillneeds to continue creating more strategic partnerships in order toenhance the competitive advantage of the firm. The strategicpartnerships that Rogers Communications currently have areconsiderable, but have only made the company achieve success.


Theculture that a firm adopts is critical since it usually determinesthe values that govern the firm. It is these values that drive orfail to drive the firm towards attaining a competitive advantageagainst its rivals. Rogers Communications is usually guided by thevalues of customer focus and innovation (Rogers Communications Inc,2006). These values form the culture of the firm and are critical inensuring that the firm acquires competitive advantage. This culturehas enabled the firm to acquire competitive advantage over others inthe industry.

GSMCellular Provision

Currently,Rogers Communications is the only true nationwide GSM cellularprovider. This offers the firm a competitive edge over itscompetitors in the market. The firm’s GSM service has aninternational standard, making it best suited for global roaming. Forany individual seeking to travel, the GSM reaches numerous users.Currently, it services around one billion. On the other hand, the GSMpermits users to access the internet as they call.


Diversificationhas helped Rogers in attaining a high performance. The firm operatesin sports, media and telecom. The diversification of thisorganization helps in attracting revenues from different areas. It isdue to these revenues that the organization has been capable ofattaining high performances.

Entryin the 4g Market

RogersCommunications has been in the 3g market, which is not competentenough to serve the customers in terms of performance. It is alwayscritical to ensure the satisfaction of consumers in order to makethem identify with the organization. It was critical for theorganization to enter the 4g market, which is of benefit to thecustomers and the organization. One of the benefits that customershave gained by the organization entering the 4g market is that theyare capable of accessing the fastest service in the market since 4ghas a higher uploading and downloading speed compared to the 3g. Theother benefit is satisfaction using the service. On the other hand,the organization has benefited by having an increased number ofcustomers because they tend to identify with the organization due tothe fast service. Therefore, entering into the 4g market has helpedthe firm in developing competitive advantage.


Bundlingis a critical consideration in the wireless industry since all themain firms in the industry consider it. Bundling is considered ofhigh significance as it offers a mechanism through which firms canproduce significantly more ARPU. Besides, bundling gives anopportunity for a firm to differentiate its services from that of itscompetitors. Rogers has a competitive advantage since it representthe only true quadruple play provider because it can bundle internet,wireless, and telephony. This makes bundling a competitive factor tothe organization.


Innovationis one of the primary values that guide the Rogers Communications(Rogers Communications Inc, 2006). Innovations cannot be excludedfrom the Canadian wireless market since customers’ needs anddemands keep on changing emanating from technological changesexperienced in the industry. Therefore, a firm in this industry needsto be innovative in order to attain success. Since RogersCommunications is guided by the tenet of innovation, this is hasaided the firm in attaining a competitive advantage as it is capableof meeting customers’ demands better than its rivals.

StrategicAnalysis and Discussion

Thecorporate governance of the organization has been in a position to beenhanced by most of the above strategic activities. Innovation hasbeen in a position to enhance the corporate governance of theorganization. For instance, through innovation, the organization hasbeen capable of coming up with new ideas concerning governancetogether with their adoption. Besides, through leadership, theorganization has been in a position to enhance its corporategovernance. On the other hand, diversification has impacted thecorporate governance negatively since it has become exceedinglycumbersome to run emerging divisions of the organization withouthiring new employees with the required expertise. Besides, due todiversification, corporate governance has been negatively impactedsince the organization has to reshuffle its governance system inorder to cope with the new and emerging organization diversity. Thestrategic activities of the organization have been in a position toimpact the organizational ethics positively. For instance, throughthe culture of the organization, the organization has been capable ofgiving out to the community around it and developing its employeesthrough innovative programs. On the other hand, some strategicactivities have negatively impacted the organizational ethics forexample, through the diversification strategy, some employees of theorganization have been affected. In addition, the strategicactivities have a positive impact on the corporate socialresponsibility and citizenship. Take, for instance, in building itsreputation, the organization has ensured that it engages inactivities that focus on giving back to the community. For instance,the organization has been involved in giving employment toindividuals in the immediate community. Besides, the organization isusually engaged in whistleblower program which is critical inreporting any suspected ethical, business or financial misconduct.

Althoughthe organization has undertaken different strategic actions, not allstrategic actions depict good strategy implementation. For example,the organization considers spectrum utilization. Spectrum utilizationdoes not add any revenues to the organization, but the organizationconsiders using it for the sake of the future. It is always good toconsider bringing in a strategy to an organization that will addvalue to the organization or that will enhance the revenues of theorganization. In this case, since spectrum utilization does not addto the revenues of the organization, it seems to be an expensivestrategy that does not help the organization at the moment. Theorganization should apply this strategy, when required. Therefore,this is an example of a poor strategy. Besides, the organization doesnot consider differentiation as one of its strategies this makes itdifficult for the organization to attend to the varied needs ofcustomers. On the other hand, the use of surveys is an example of apoor strategy to the organization since it is expensive. Theorganization should consider using a less expensive strategy. Forexample, the organization can collect information concerning customerdemands through the use of its website. This will help theorganization in saving operational costs, which is critical in profitand revenue enhancement. Besides, the organization may also opt touse the social media in connecting with its customers and prospectuscustomers. For example, the organization may opt to use the Facebookand Twitter in reaching and communicating with customers. Throughthis option, the organization will be capable of saving a lot ofcosts that are used in surveys. Hence, the use of surveys inobtaining feedbacks emerges as a poor strategy.

Spectrumutilization affects the value of the organization since theorganization uses funds that it could have otherwise used in addingvalue to the organization. For example, the funds used in spectrumcould be used in enhancing technological growth, which is critical inattaining a competitive advantage. Therefore, the spectrumutilization strategy decreases the value rather than adding value tothe organization. On the other hand, the survey strategy decreasedthe value of the organization. This is because there are other lesscostly alternatives that the organization could have used. Thisimplies that the organization lost part of its resources, which itcould have saved. Thus, the survey strategy led to loss in value ofthe organization.

Theorganization has an option of either changing its strategy in thelong term or remaining with its current strategy. Through continuingwith the present strategy, the organization has a potential ofattaining success in the short term, but may not have the potentialof attaining success in the long term. This may be because, in thelong term, some of the strategies may not be viewed as successfactors because they may be out of date and look as if they arecommon. In such a scenario, the organization may not be capable ofattaining success. However, the organization will attain success inboth long term and short term since most of the strategies that theorganization is employing focus on attaining success in both longterm and short term. Therefore, the organization has a probability ofattaining success in the long term, but the time frame of success maynot be so long.

Theorganization is currently successful emanating from the strategy thatit employs. However, things keep on changing. For instance, due tothe line of operation of the organization, factors such as technologykeep on changing. This implies that the organization must keep onchanging some factors in order to maintain success. In theimplementation process, the organization needs to change some of itsstrategic considerations in order to maintain its success. There arepossible consequences in case the organization does not make anychanges in strategic implementation. One of the consequences is thatthe organization is likely to lose the competitive advantage overother firms. The firm is likely o lose its competitive advantagesince other firms are likely to enhance their ability to compete.This implies that other firms are likely to become more competitivethan Rogers Communication. This implies that the organization willlikely lose its competitive power to other firms. Besides, in casethe organization does not make any changes in strategicimplementation, it is likely use more resources in maintainingsuccess. The organization is currently using a lot of resources inmaintaining its competitive advantage. For instance, spectrumutilization is not bringing any revenue to the organization, but thecompany has used some resources in spectrum utilization. Suchresources cannot be retrieved back. On the other hand, theorganization is using a lot of resources in surveys. Therefore, incase the organization does not change anything in strategyimplementation, it is likely to continue using more resources intrying to maintain its competitive advantage.


Thegeneric strategy that can be recommended for the RogersCommunications entails the use of differentiation strategy in theindustry. The differentiation strategy is suitable for the firmbecause it is easier to employ due to the diverse needs of consumers.Besides, the strategy is suitable for this firm since there are fewcompetitors following a similar differentiation approach in theindustry. In addition, the differentiation strategy is suitable forthis firm because product innovation and technological change arefast-paced in the industry, where the firm operates (Conklin,2010).

Discussionand Analysis of Strategic Direction

Forthe Rogers communications to realize the differentiation strategy,the firms will need to go in a certain direction. The followingparagraphs discuss the different areas that the organization shouldconsider going into in order to realize the strategy

  1. Technological Leadership

Inthe industry, where Rogers Communication operates, technologicaladvancement emerges as a prerequisite for attaining success. Throughtechnological advancements, the firm will be capable of meeting theemerging demands of customers. Meeting customers’ demands iscritical in ensuring that customers do not seek another firm in theindustry for the same services, emanating from the satisfaction thatthey will obtain from the firm. Therefore, technological leadershipis a critical consideration of the firm since it will make the firmmore desirable to customers compared to other firms in the industry.

  1. Providing a Full Range of Services

Inthe Canadian wireless industry, none of the firm is capable ofoffering unlimited services to customers or subscribers (Rogers &ampOverDrive,2013). This implies that customers are not fully satisfied by theservice providers in the industry. The Rogers Communications shouldconsider providing unlimited services to the subscribers as a way ofincreasing the satisfaction of customers in the Canadian market.Through providing unlimited services to customers, customers arelikely to associate themselves with the organization in order toobtain satisfaction. This will also be an immense advantage since thecustomers are likely to migrate from other firms to RogersCommunications (Singhal&amp Dearing, 2006). This will be critical in ensuring that theorganization leads in offering the service to a great number ofcustomers. Therefore, in ensuring that the differentiation strategyworks in the firm, the firm will need to consider providing a fullrange of services.

  1. Superior Services

Customersare usually satisfied by a firm that provides superior services.Superior services are sometimes costly, but help in maintaining thebrand name of the firm. However, it is not always that offeringsuperior services to customers will attract high prices. A firm canbe in a position to offer quality services at a considerable price.In order to realize a successful differentiation, Rogerscommunications would need to offer superior services than its rivals.Superior services can be realized through the firm constantlycarrying out innovations (Conklin,2010). Through constant innovations, there is a likelihood ofdeveloping superior services than all the firms in the industry thiswill have an impact of attracting more customers to the firm as theyattempt to seek satisfaction from the superior services.

  1. Service Reliability

Whenthere are few service providers in a market, there is a probabilityof the firms providing unreliable services. This is due to a lack ofsufficient firms acting in the market. This is the same case that isin the Canadian wireless market, where there are few firms in theindustry implying that competition is not stiff. Because of the fewfirms in the industry, there is less competition that makes the firmsnot reliable in providing services since they feel that they are theonly firms with the capacity of offering the services. In order forthe differentiation strategy of the Rogers Communication to work,there is a need for the firm to consider offering reliable servicesto its customers. This will enhance the customer satisfaction makingcustomers migrate to the firm.

  1. Reputation

Reputationis also a critical aspect, when the firm will be considering adifferentiation strategy (Conklin,2010). In order for the differentiation strategy to be successful,Rogers Communications will require to enhance its reputation. Thefirm can enhance its reputation through taking part in differentcommunity development projects and helping the needy in the society.This will help the firm in building its brand, which is critical inattracting different customers to identifying with the firm.Therefore, building of the firm’s reputation emerges as asignificant consideration for the differentiation strategy.


Fromthe analysis of the implementation strategy of the RogersCommunications, it will be advisable for the company to adopt thedifferentiation strategy. There are different opportunities that thefirm can take advantage of through the differentiation strategy. Forexample, there is an opportunity of the firm providing unlimitedservices in the market. It is possible for the firm to achieve thisopportunity through the differentiation strategy. Besides, there isan opportunity of realizing growth in the industry through the firmcarrying out constant innovations, which is one of thedifferentiation strategies that the firm is capable of employing. Irecommend that the firm should follow the differentiation strategysince it is the only strategy that works best in the market that theorganization is performing in. On the other hand, the differentiationstrategy would be suitable for the firm since the firm has differentkey success factors that can be enhanced in promoting thedifferentiation strategy. Therefore, the firm should not hesitate inadopting the differentiation strategy as it will help the firm inattaining a leading position and augment the revenue level of thefirm.


RogersCommunications deals with communications and media. The companyoperates in the area of cable television, wireless communications,internet connectivity, and telephone. Besides, the company has massmedia and telecommunications assets. The firm is facing threat ofexistence due to the economic environment. However, through thedifferent strategy actions, the organization is well presented tocompete in the industry. On the other hand, the firm has a threat ofexistence since it does not provide unlimited services. This impliesthat a new entrant into the industry, which has the capacity ofproviding unlimited services, can overtake the firm and take over thecustomers of the firm. In order to increase its competitiveness inthe industry, Rogers Communications should adopt the differentiationstrategy. The differentiation strategy will entail the firm goinginto a certain direction such as taking leadership in technologythrough technological advancements, providing reliable services,offering unlimited services, providing superior services, andengaging in activitiess that enhance CSR. Through technologicaladvancements, the firm will be capable of meeting the emergingdemands of customers. Meeting customers’ demands is critical inensuring that customers do not seek another firm in the industry forthe same services, emanating from the satisfaction that they willobtain from the firm. Through constant innovations, there is alikelihood of developing superior services than all the firms in theindustry this will have an impact of attracting more customers tothe firm as they attempt to seek satisfaction from the superiorservices. Therefore, the differentiation strategy emerges as the bestand suitable alternative for the Rogers Communications to take inensuring that it remains competitive in the industry. Throughcontinuing with the present strategy, the organization has apotential of attaining success in the short term, but may not havethe potential of attaining success in the long term. This may bebecause, in the long term, some of the strategies may not be viewedas success factors because they may be out of date and look as ifthey are common. In such a scenario, the organization may not becapable of attaining success. However, the organization will attainsuccess in both long term and short term since most of the strategiesthat the organization is employing focus on attaining success in bothlong term and short term. Therefore, the organization has aprobability of attaining success in the long term, but the time frameof success may not be so long. The organization is currentlysuccessful emanating from the strategy that it employs. However,things keep on changing. For instance, due to the line of operationof the organization, factors such as technology keep on changing.This implies that the organization must keep on changing some factorsin order to maintain success. In the implementation process, theorganization needs to change some of its strategic considerations inorder to maintain its success.


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