Marketing Plan

Essay by lilstacks23College, UndergraduateA, September 2007

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Marketing Plan � PAGE �1�

Marketing Plan: Phase I

Leslie Stacks


University of Phoenix

Ken LeCour

August 8, 2007

Marketing Plan

Satellite Radio is the newest way for people to tune in to their favorite songs. With the music coming direct from the satellite to the receiver, there have been a multitude of advantages over regular AM/FM radio. XM has been a satellite radio provider since 1992. XM offers listeners continuous, commercial free music of their choice from 170 digital channels. The sound is crystal clear and listeners also have the choice of listening to live news, sports, traffic, weather, and talk programs (XM, 2007).

Satellite radio is the first big innovation in radio since the popularity of FM radio in the 1970's. XM Satellite Radio was incorporated in 1992. On October 5, 1999 XM Radio stock was being publicly traded on the NASDAQ exchange. Currently XM radio receivers are being manufactured through some of the biggest names in electronics including Delphi, Panasonic, and Yamaha.

The receivers can be found at Best Buy, Wal-Mart, Circuit City, and other independent dealers. The company has also connected Toyota, Honda, GM, and many other car companies to offer their product in over 140 models of cars (XM, 2007).

XM Radio has been a successful business up until now. Part of the reason for the success is the fact that they only have one competitor on their market, which is Sirius Radio. In order to stay ahead of the competition, XM Radio has to continue to be innovative and add to their product line. This year XM Radio has teamed up with TiVo to introduce the newest technology in radio, Replay Radio. This technology will essentially bring the consumer a DVR unit for XM Radio. DVR or Digital Video Recorders are currently used...