Rogers Communication Inc

Executive Summary:

　　　　Rogers Communication Ltd (Rogers) is engaged in communication and media business. The main goal of the company is to be the market leader, and makes sure the resources are wisely allocated to each plan. This report makes analysis of the competitive environment in terms of the main areas of the telecommunications sector including wireless, television, internet landline telephone and media. It describes both the company’s vulnerabilities and strength, and discusses the best fit strategic direction of the company moving forward. Alternatives provided to accomplish Rogers’ goal are increasing synergy among products, cost saving strategy and technology innovation. Lastly, in order to ensure the efficiency, the missing information and assumptions are also considered as critical factors when implementing the strategies.

Analysis business environment and Issues:

　　　　Rogers is one of the Canada’s largest communications company. Its main competitors are Bell, Telus and Shaw in the areas of wireless, internet, TV, landline telephone and media. Rogers owned 37% market share of Canada’s wireless subscribe, which is highest market share in Canada. Rogers has established good relationship with mobile device manufactures and kept pushing customers to adopt smartphones with long term contract. At the same time, Rogers has distinct network advantages which includes: it  has highest geographic network coverage of 95%; it has most international roaming partnership that allows customers to use its mobile devices in different countries; and it operates global system for mobile communication that earns revenues from international customers using mobile devices in Canada. As the customers increasingly demanded data-driven services on their mobile devices, it requires growing network capacity which leads to high expenditure to increase capacity by expending huge money to win the auctions wireless spectrum. Since, Canadians were among the world’s most frequent users of social networking sites and internet penetration in Canada was 69% in 2009, so the internet services is considerate growing area in communications industry in Canada. Rogers only controlled 16% market share in internet service, which is less than its competitors such as Bell owned 21% market share. However, Rogers has the fastest non-portable internet service offering download speed compared to its competitors.  On the other hand,