New Cantel plan realigns firm along product lines

In an effort to streamline its operations and become more market-driven as opposed to technology-driven, Rogers Cantel has announced a major restructuring.In the past, Cantel has operated as four largely autonomous regional divisions, Cantel West, Cantel Ontario, Cantel Quebec and Cantel...

In an effort to streamline its operations and become more market-driven as opposed to technology-driven, Rogers Cantel has announced a major restructuring.

In the past, Cantel has operated as four largely autonomous regional divisions, Cantel West, Cantel Ontario, Cantel Quebec and Cantel Atlantic.

Company President David Gergacz says the restructuring, which resulted in the layoffs of seven vice-presidents, realigns the company along product lines, including cellular phones, personal telephones and pagers.

As well, Gergacz says the new structure will facilitate the development of marketing programs aimed at key customer types.

Since its formation in the late 1980s, when cellular first emerged, Cantel has tended to rely on a broad-based marketing approach.

But Gergacz says in the future the company will implement a three-pronged strategy, targetting big businesses, small and medium businesses and everyday consumers. PA