The focus of this marketing analysis is on a Canadian based corporation by the name of Rogers Communications. Rogers is a communications and media company which primarily offers wireless voice and data communications, high-speed Internet, cable television and data networking services. The company also offers additional services pertaining to the media advertising sector, including radio and television broadcasting. Rogers is one of Canada’s leaders in corporate social responsibility, which benefits society as a whole, the environment and its stakeholders. Rogers’ social responsibility initiative benefits society as a whole by committing acts such as giving $65 million in handouts and in-kind community investments in 2015. Rogers also
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Environmental Scan
Rogers, like all other companies, is subject to the five environmental forces that influence marketing campaigns greatly. These five environmental forces include social forces, economic forces, regulatory forces, technological forces and competitive forces. Understanding that their target market is broad, as their mobile services appealed to the masses, Rogers reacted to the social force by implementing various categorized plans in order to organize each into its own targeted group. The purpose of the move was to create different groups which catered specifically to their diversified client base, some examples of these newly created plans include Family, Couple, Pay As You Go, Value Pack, etc. These plans would then go on to be marketed directly to those thought to be interested in them; sending a ‘business plan’ promotion letter to a local business is an example of the application of this change. These grouped plans were marketed and priced separately catering to the needs of the rapidly growing diverse population of Canada. Some trends have been observed in …show more content…
In terms of the five forces, Rogers has demonstrated sensible reactions to each of the forces by adjusting one or more of the five P’s. In terms of target market, although the data collected is accurate, Rogers has not done enough in the past to really grasp the attention of these 16-24 year olds specifically by offering considerable discounts on data upgrades for students, for example; it is recommended that the company make sure their marketing is directly appealing to their chose target market. Also, in summary it has been observed that Rogers has not shifted it 's marketing strategies in the past when faced with blatant trends in consumer behaviour. An example to follow is multiple mobile carriers in the United States began offering and marketing unlimited data for Pokémon go in addition to their current data plans; the result was a temporary boom in sales; Rogers could learn to also use consumer behavior to its advantage in the future by jumping on its current
Environmental Scan
Rogers, like all other companies, is subject to the five environmental forces that influence marketing campaigns greatly. These five environmental forces include social forces, economic forces, regulatory forces, technological forces and competitive forces. Understanding that their target market is broad, as their mobile services appealed to the masses, Rogers reacted to the social force by implementing various categorized plans in order to organize each into its own targeted group. The purpose of the move was to create different groups which catered specifically to their diversified client base, some examples of these newly created plans include Family, Couple, Pay As You Go, Value Pack, etc. These plans would then go on to be marketed directly to those thought to be interested in them; sending a ‘business plan’ promotion letter to a local business is an example of the application of this change. These grouped plans were marketed and priced separately catering to the needs of the rapidly growing diverse population of Canada. Some trends have been observed in …show more content…
In terms of the five forces, Rogers has demonstrated sensible reactions to each of the forces by adjusting one or more of the five P’s. In terms of target market, although the data collected is accurate, Rogers has not done enough in the past to really grasp the attention of these 16-24 year olds specifically by offering considerable discounts on data upgrades for students, for example; it is recommended that the company make sure their marketing is directly appealing to their chose target market. Also, in summary it has been observed that Rogers has not shifted it 's marketing strategies in the past when faced with blatant trends in consumer behaviour. An example to follow is multiple mobile carriers in the United States began offering and marketing unlimited data for Pokémon go in addition to their current data plans; the result was a temporary boom in sales; Rogers could learn to also use consumer behavior to its advantage in the future by jumping on its current