Rogers: Corporate and Marketing Objectives
Rogers is a leading Canadian media and communications company offering cable television services, wireless communication services, information technology, telephone services, and high-speed internet to businesses and consumers (Rogers, 2018). The company is engaged in television and radio broadcasting, online shopping, sports, and digital media. Its stocks are publicly traded on the New York Stock Exchange (NYSE: RCI) and Toronto Stock Exchange (TSX: RCI.A). This paper outlines the company’s long-term and short-term corporate and marketing objectives.
Corporate objectives are statements of intent that directs the company’s operations towards achieving its mission. Rogers Communications Inc. has both short-term and Long-term corporate goals.
Short-term Corporate Objectives
i. To Improve profitability growth in all the target markets (Rogers, 2018). The company intends to achieve its short-term financial targets and initiate investments to support future growth.
ii. To develop its human capital and a high-performance culture (Rogers, 2018). Rogers intends to improve its performance culture and make the company the best place to work by developing and supporting employees.
Long-term Corporate Objectives
i. To be a strong agent and leader of social responsibility in different communities across Canada (Rogers, 2018). The organization aims to invest and develop programs that support rural communities.
ii. To maximize subscribers. Rogers Inc. also intends to increase its subscriber base to ensure long-term profitability and growth.
Marketing objectives are product or service promotional goals that should be attained within a given period. Rogers’ marketing objectives are listed below.
Short-term Marketing Objectives
i. To Improve customer service (Rogers, 2018). The organization seeks improving its customer experience by proving end-to-end processes.
ii. Target new customers. Despite the changes in its market operations, the company intends to reach new clients in the current financial year.
Long-term Marketing Objective
i. Launching new products and services. The company aims at innovating new solutions to expand its 5G network capabilities.
In conclusion, Rogers Communications Inc. has managed to achieve some of its short-term marketing and corporate objectives. For example, in 2018 the company realized the highest profitability in history. If the commitment continues, attainment of long term goals is inevitable.
Rogers. (2018). 2018 Annual report. Retrieved from https://investors.rogers.com/financials/financial-reports/