2. ROGERS’ RESOURCES AND CAPABILITIES:
The firm had strong resources and capabilities. These are given below- ❖ Physical Resources: Rogers’ was a healthy company with significant assets. Rogers’ chocolate used to produce 24000 square foot manufacturing facility on the outskirt of Victoria .There were about 110 non-unionized retail and production employees. It had large retail outlets about 50% of the company’s sales come from Rogers’ 11 retail stores. Consequently, it had widespread distribution system which is based on geographic, demographic, cultural, socio-economic and all other demographic factors. ❖ Financial Resources:
The company was in a good financial position with great cash flow and good margins. It had well designed financial strategies and it followed the Canada Revenue Agency’s guidelines. ❖ Strong Brand Name:
Rogers’ had positive brand image. The brand was established around Rogers’ long history, with traditional packaging, including pink or brown gingham-wrapped Victoria creams, Chocolate Almond Brittle and Empress Squares. ❖ An Attractive Customer Base: Rogers’ chocolates were of the highest quality; and the company had many loyal customers around the world. The people who knew the brand were willing to pay for the product. ❖ Technology:
Rogers’ most production system consisted of batch processing, utilizing technology. It had the ability to improve its production processes by advancing the technology related aspects. Such as –Online phone and Mail orders Website etc. Orders that are received by phone, mail were generally processed within three to four days and they used to wrap them with attractive packaging style then shipped via FedEx.

❖ Human Assets:
Rogers’ company had a talented workforce capability through national or global distribution capabilities .Their employees learned multiple job functions