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Detailed SWOT Analysis of Rogers – A Canadian Wireless Telecommunication Conglomerate

Updated on: Mar 18, 2022
SWOT Analysis of Rogers - Featured Image

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In our previous blog, we did a comprehensive study on the SWOT Analysis of the largest broadband communication company in the United States, Spectrum. Here we will understand the SWOT Analysis of Rogers.

Rogers is one of Canada’s largest telecommunications companies, leading its way in broadband and media communication. Rogers provides industry-leading communications solutions backed by experienced professionals throughout Canada. Established in 1960, Rogers Canada has a rich history of innovation, transformation, and success that has established it as Canada’s largest and most trusted communication provider.

Due to digitalisation in every part of the world, companies are adapting to online modes of doing business, and Rogers’s success story can be hindered if online practices are not adopted in their organization. 

Thus every business needs to implement digital marketing. If you are anxious about learning what digital marketing is and how to use it to your advantage – check out our Free MasterClass on Digital Marketing 101 by the CEO and Founder of IIDE, Karan Shah.

In this case study, we will learn about the SWOT analysis of Rogers. But first, let us know about the company and the product better.


About Rogers

SWOT Analysis of Rogers - Rogers Communications

Rogers Communications is a Canadian telecommunications company operating primarily in the fields of wireless communications, cable television, telephony and Internet, with significant additional telecommunications and mass media assets.

The company’s origins date back to 1925 when Ted Rogers the founder of Rogers was working on inventing the world’s first alternating current (AC) heater filament cathode for a radio tube. Through this breakthrough innovation popularized radio reception and that’s how slowly till 1960 the portfolio of radio, television and telephony technologies came along and formed the Rogers. 

After the death of the founder his son, Edward Rogers determined to carry his father’s legacy even though most of his father’s business interests were already sold. So in 1960 along with Joel Aldred founded Aldred-Rogers broadcasting, which went on to the first private television station in Toronto. Then Rogers found Rogers Cable TV in partnership with Baton Aldred Rogers Broadcasting. As the company grew Rogers acquired Canadian Cable Systems and was listed on Toronto Stock Exchange.

Quick Stats on Rogers
Founder Ted Rogers
Year Founded 1960
Origin Canada
No. of Employees 26,000+
Company Type Public
Market Cap CA$26.97 Billion (2022)
Annual Revenue CA$13.916 Billion (2020)
Net Income/ Profit CA$1.592 Billion (2020)


SWOT Analysis of Rogers - Rogers inside store

Products of Rogers

Rogers Canada since its establishment provides many different types of telecommunications products which are as follows:

  • Landline & mobile telephony
  • Internet services
  • Digital television
  • Broadcasting
  • Cable TV
  • Publishing

Competitors of Rogers

Rogers Canada is one of the largest communications companies in Canada and below are the top 5 competitors.  

  • Bell
  • Telus
  • MTS
  • Shaw Communications
  • Cogeco

Now, we have a clear picture of the company’s core business. Let’s talk about the SWOT Analysis of Rogers.

SWOT Analysis of Rogers 

A SWOT analysis examines the strengths, weaknesses, opportunities, and threats that a firm faces. SWOT Analysis is a tried-and-true tool that enables a company like Rogers to compare its business and performance to that of its competitors.

It will give us a strategic analysis of its internal and external environment, which is crucial for understanding the SWOT Analysis of Rogers.

To better understand the SWOT analysis of Rogers, refer to the infographics below:

SWOT Analysis of Rogers - SWOT Infographics of Rogers

Below is an explicit guide to the SWOT analysis of Rogers.

Strengths of Rogers

Rogers, being one of the leading companies in its industry, has several benefits that help it flourish in the marketplace. These strengths not only help it retain market share in existing areas but also help it break into new ones.

  • Wide Spread Distribution Network: Rogers has created a reliable distribution network over its 62 years of journey that allows it to reach the majority of its potential market through innovation.
  • Leading Market Position: Rogers holds a leading market position because of its inception as the first supplier of telephones in Canada. Since its inception the growth enabled the company to create a new revenue stream and diversify the economic cycle risk in the markets it serves, propelling Rogers to the top of the Canadian market.
  • Highly Qualified Workforce: Through training and learning initiatives, Rogers has been able to develop a highly qualified staff. Rogers devotes significant resources to employee training and development, resulting in a team that is not just highly competent but also driven to attain greater success.
  • Good Capital Expenditure Returns: Rogers has a solid track record of completing new projects and generating good returns on capital expenditure by establishing new revenue sources.
  • Customer Satisfaction is Just High: Rogers has been able to achieve high customer satisfaction among current customers and strong brand equity among potential customers due to its dedicated customer relationship management department.

Weaknesses of Rogers

Rogers’s weakness is an area where he can improve. Strategy is about making important decisions, and weaknesses are areas where a company could improve with the help of a SWOT analysis.

  • Moderate Success Beyond its Core Business: Even though Rogers is one of the leading organizations in its industry it has faced challenges in moving to other product segments with its present culture.
  • High Prices for Small Plans: Rogers struggles when it comes to the pricing of its budgeted devices. Its pricing seems to fall slightly on a higher side in small data plans ranging between 1 – 5 GB.  Rogers’s competitors seemed to have an upper hand when it comes to small budgeted plans.
  • Competition with Brands Affecting the Market: Although Rogers has a unique marketing strategy the new brands and other existing brands are also coming up with new strategies. But to maintain the position of best telecom services they need constant advertising, improvement in their products and this causes the majority of the expenses of the brand.
  • Reliance on Canadian Market for Major Revenue: As Rogers has its main headquarters in Canada and it is providing the services more efficiently and gets major revenue from Canada. It is mostly dependent on the Canadian market and hence lacks revenue from worldwide.
  • Limited International Presence: Rogers currently operates in only eight markets around the world. It should consider operating in other countries, to expand its business and create strong brand recognition and awareness in the market.

Opportunities for Rogers

Opportunities are possible areas for a company to consider to improve results, sales, and, ultimately, profit. Rogers includes the following opportunities:

  • Internet Users: According to, there are over 4.66 billion active internet users in the world. Rogers has a huge opportunity to increase its customer base by providing affordable data plans. 
  • New Environmental Policies: The new opportunities will open doors to a level playing field for all the players in the industry. It provides a good opportunity for Rogers to drive the advantage home buying new technology and gain market share for new product categories. Also to sustain the potential customers as well as loyal ones.
  • Stable Free Cash Flow: The stable cash flow provides opportunities to invest in adjacent products. Hence when more cash is with the company can think of some new technologies and product segments to increase the market share. 
  • Technological Advancements: The new technology provides an opportunity for Rogers to practice a differentiated pricing strategy in the new market. It enables the firm to maintain its loyal customers with great service and lure new customers through other value oriented propositions.
  • Improvement in the Customers: These days we see a very dynamic lifestyle of the people and hence lifestyle and standards mean more consumption of the products and services, and in turn more opportunities to encourage the purchase. This will eventually increase the market share of Rogers.
  • Combine Alliances: Rogers has combined its 5G network with Microsoft Azure for 5 years straight to help SMBs enhance customer experience. This alliance between both companies will give Rogers immense growth opportunities in the market.  

Threats to Rogers

External environmental factors that can harm Rogers’s growth are known as threats. Rogers’s threats include the following:

  • Strong Rivalry from other Communication Providers: There is a lot of competition in the industry these days. This affects prices, resulting in a drop in revenue or income for Rogers.
  • Threat from Local Distributors: Growing strengths of local distributors also presents a threat in some markets as the competition is paying higher margins to the local distributors.
  • Controversies: Rogers has faced controversies such as the acquisition of Shaw and family disputes. Such internal controversies can lead to a poor brand image in the market.

This ends our detailed SWOT analysis of Rogers. Let us conclude our learning below.


To Conclude

Rogers is a well-established telecommunications company with a good number of subsidiaries. In the SWOT analysis of Rogers, we came to know about their strengths as well as their weak points. The company has a good brand profile as well as manages its consumer base quite effectively. But, suffers from some finance management issues that need to be addressed soon.

One of their greatest opportunities is that they are moving more and more towards the online mode. Which is a necessity in today’s scenario. To stand in the market and to expand globally one needs to focus more on the online part.

Hence, improving marketing skills is very paramount for digital marketing enthusiasts. If you are intrigued with the above piece of information in learning more and upskilling, check out the 3 Months Advanced Digital Marketing Course by IIDE to know more.

We hope this blog on the SWOT Analysis of Rogers has given you a good insight into the company’s strengths, weaknesses, opportunities and threats.

If you enjoy in-depth company research just like the SWOT analysis of Rogers, check out our IIDE Knowledge portal for more fascinating case studies.

Thank you for taking the time to read this, and do share your thoughts on this case study of the SWOT analysis of Rogers in the comments section below.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]


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