50% share? 2. Describe buyer behavior of tradesmen. 2. Analyze the competitive situation 3.Choose the action the action plan on page 10 3. XM case Case Discussion Question 1. What is the value proposition of XM to different consumer segments? Who should be the primary target for XM? 2. What aspects need to be considered in pricing the radio receiver and subscription fee? What is the optimal price for monthly subscription? Assume a five-year lifetime for a customer. How would your answer
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of XM Satellite Radio from the Harvard business school making an analysis on how to market the coming product of satellite radio and the business strategy to succeed in the industry. The report is divided in questions that help see the different aspects of the case and take a closer look at how to start this company. At the end recommendations are made on what is the best way to go with the business. Only one competitor: SIRUIS company in the car radio High price to manufacture radio system
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XM Satellite Radio 1. Value proposition of XM to different consumer segments and primary target segment. XM had developed the capability to provide 50+ high quality (near CD quality) digital radio channels to cars and homes via satellite throughout the country. Such a service was not available before and has the ability to deliver uninterrupted service without any retuning needed. The value proposition here is high quality and ubiquitous radio broadcast‚ in addition to the variety of
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1. Define the customer/prospect segments. In 1997 XM Satellite Radio was investigating how they could utilize customer segmentation to create a focused target market in their business plan. After proper consideration XM Satellite Radio determined that a multi-segmented approach would be advantageous to their business model. A multi-segmented approach would allow for XM Satellite Radio to tailor certain stations to meet the needs of large populations that share distinct characteristics. This approach
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______________________________________________________________________________ XM Satellite Radio Competing in the New Digital World [pic] ______________________________________________________________________________ This case was written by Professor Michele Greenwald‚ Visiting Professor at HEC Paris‚ for use with Advertising and Promotion: An Integrated Marketing Communications Perspective – 7th edition by George E. Belch and Michael A. Belch. It is intended
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What is the value proposition of XM to different consumer segments? Who should be the primary target market for XM? XM satellite radio’s value proposition for their customers is XM’s ability to provide radio service throughout the entire country regardless of a consumers’ location. Furthermore‚ terrestrial radio offers limited selection and is becoming increasingly cluttered with commercials. Therefore‚ XM satellite radio provides a greater selection of radio for the various preferences of consumers
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Q: Determining the demand for a product is often the responsibility of the strategic marketer. (a) Define and describe the “demand curve”. (b) Assess what information may be helpful to the strategic marketer in order to determine demand. (c) Discuss the factors that may create a fluctuation in demand. The demand curve is the graph depicting the relationship between the price of a certain commodity and the amount of it that consumers are willing and able to purchase at that given price.
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Literature Review Demand and supply have been generalized to explain macroeconomic variables in a market economy. The Aggregate Demand-Aggregate Supply model is the most direct application of supply and demand to macroeconomics. Compared to microeconomic uses of demand and supply‚ different theoretical considerations apply to such macroeconomic counterparts as aggregate demand and aggregate supply. The AD-AS or Aggregate Demand-Aggregate Supply model is a macroeconomic model that explains price
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Satellite radio is a technology that provides a radically new way to listen to radio. XM’s service makes use of advanced satellite capabilities and elaborates terrestrial receiver architecture to deliver a wide array of high quality radio programming nationwide. In early 1998‚ Robert Acker‚ director of strategic planning at XM‚ needs to develop a marketing strategy for this new radio service. There are several decisions that need to be made by the company in order to finalize the business plan. At
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1. Suppose there are 100 consumers with identical individual demand curves. When the price of a movie ticket is $8‚ the quantity demanded for each person is 5. When the price is $4‚ the quantity demanded for each person is 9. Assuming the law of demand holds‚ which of the following choices is the most likely quantity demanded in the market when the price is $6? Explain and show calculations‚ While the question asks of the choices given what the quantity demanded will be‚ there are no choices
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