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Rogers Communications SWOT & PESTLE Analysis

ID : 52358353| Apr 2018

COMPANY PROFILE -Rogers Communications

Business Sector :Telecom & Mass Media

Operating Geography :North America, Canada

About Rogers Communications :

Rogers Communications Inc. is a leading Canadian communications and media company. Founded in 1925 by Edward Rogers, the present enterprise dates back to 1960 when his son Ted Rogers founded Rogers Radio Broadcasting Corporation Ltd. Later the company acquired CHFI and started the cable and operations business. The company has its operations in landline and mobile telephony, internet services, digital television, broadcasting, cable TV and publishing with assets in telecommunications and mass media. It has around 25,200 employees as on 2016 with Alan Horn as the Chairman, Joe Natale as President & CEO and Edward S Rogers III as Deputy Chairman. Its mission is 'In Rogers, we strive to be unique with the form of services we render and how the operation of our business runs.'

Rogers Communications Revenue :

$13.7 billion – FY ending Dec 2016

Competitive Analysis of Rogers Communications

SWOT
PESTLE
The SWOT analysis for Rogers Communications is presented below:
Strengths
Weaknesses
1. Largest provider of wireless communication services in Canada
2. Diverse business operations and strong brand portfolio
3. Strong top line performance
1. Over dependence on Canadian market amidst heated competition
2. High attrition rate or employee turnover compared to industry standards
Opportunities
Threats
1. Partnership with Comcast
2. Growing demand for Cloud computing
1. Regulation in the industry
2. Reliance on third-party service providers and vendors
3. Rising competition in the industry
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Detailed SWOT Analysis of Rogers Communications

 

Strength

1. Largest provider of wireless communication services in Canada: With revenue of almost $8 billion, wireless is definitely the largest segment for Rogers with a contribution of 57%, operating profit of 63% and Canada’s largest provider of wireless services. The investments for expansion of the wireless multi-band LTE network have resulted in coverage to 95% of Canada’s population and the roll-out of prime 700 MHz spectrum now covers 91% of the population. Rogers thus enjoys a huge operational and customer base. Rogers wireless business segment distributes its products through various channels like independent dealer networks, retail stores and chains, ecommerce sites, call centres and outbound telemarketing, door-to-door agents and other distribution channels. As of 2016, it had 10.3 million subscribers. This has been made possible thanks to the wholly owned and operated 100% fibre optic backbone that provides wholesalers with seamless cross-border coverage.

2. Diverse business operations and strong brand portfolio: Rogers has been successful in creating a strong brand portfolio across 4 key segments viz. wireless, media, cable and business solutions along with widespread product distribution. Some major brands include Rogers and Fido in wireless, Maclean’s, Hello! Canada in publications, 50 radio stations including Sportsnet, the FAN, KiSS, JACK FM, and SONiC, VICE, a global youth media company, 20 TV channel and specialty channels including Sportsnet, FX (Canada) and FXX (Canada), OMNI, VICELAND. With a market share of more than 35% as of 2016, the company’s growth is said to be primarily driven by wireless services segment where it is the largest player by market share.

3. Strong top-line performance: The Company delivered strong top-line performance in FY2016. Revenue increased by 2% from $13.4 billion in FY2015 to $13.7 billion in FY2016. This was primarily driven by wireless service revenue growth of 5%.With a free cash flow of $1.7 billion and healthy liquidity of $2.5 billion; Rogers have a strong balance sheet to account for. There is increased full year Adjusted Operating Profit (AOP) growth to 5-6% with plans to invest incremental profit in networks. The company has been offering healthy quarterly dividends of $0.48 per share since Jan 2015 and $0.25 to $0.45 since 2008. There is also a Dividend Reinvestment Plan (“DRIP”) wherein Class A and B shareholders can have all or portion of dividends received reinvested with no brokerage or service charges applicable.

Weakness

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Opportunity

1. Partnership with Comcast: The recent partnership with Comcast to bring their X1 IP-based video platform and world class IPTV service to the customers in early 2018 will help Rogers to leverage Comcast’s substantial research and development investments. This is in line with their effort to bring innovation and state-of the-art technology to the consumers.

2. Growing demand for Cloud computing: According to the Infocomm Development Authority of Singapore (IDA), the global market for cloud computing is expected to reach $241 billion by 2020. Organisations and government agencies worldwide are shifting to the easier and cost-effective cloud computing services. The company currently offers cloud services for small, medium and large Canadian businesses and to telecommunications providers. The size of the cloud market for the small-to-medium-sized businesses was expected to be worth $2.6 bn in 2015 and projected to grow to $3.6 bn in 2018. Thus, Rogers may explore emerging opportunities from this increasing demand.

Threat

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References

1. Rogers CommunicationAnnual Report 2016: https://investors.rogers.com/2016-annual-report/

2. Rogers Communication Investor Presentation 2016: https://investors.rogers.com/investor-presentation/

3. BCE's profit beats expectations as it adds wireless, internet and TV subscribers: http://business.financialpost.com/telecom/update-1-canadian-bces-profit-beats-estimates-on-wireless-additions

4. New Rogers CEO Joe Natale plans to ‘obsess’ over customer service: https://www.theglobeandmail.com/report-on-business/new-rogers-ceo-joe-natale-plans-to-obsess-over-customer-service/article34753531/

5. https://www.reuters.com/finance/stocks/overview/RCI

6. Size of small-to-medium-sized business (SMB) cloud services market in Canada in 2015 and 2018 https://www.statista.com/statistics/499386/canada-smb-cloud-services-market/

7. Rogers and Telus step up wireless promotions to counter serious threat from Freedom Mobile http://business.financialpost.com/technology/rogers-and-telus-step-up-wireless-promotions-as-shaw-enters-the-market-with-freedom-mobile

8. Dividend Information https://investors.rogers.com/shareholder-information/dividend-information/

9. Company Overview of Rogers Communications Inc. https://www.bloomberg.com/research/stocks/private/snapshot.asp?privcapId=378755

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Rogers Communications SWOT and PESTLE analysis has been conducted by Nalinaksh Kashyap and reviewed by senior analysts from Barakaat Consulting.

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Rogers Communications SWOT & PESTLE Analysis
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