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Sirius Xm

SIRIUS XM SATELLITE RADIO

Prepared for: Marketing Fundamentals
Date: December 20, 2008

Table of Contents

Introduction…………………………………………………………………………….3
The Company…………………………………………………………………………..4
The Merger……………………………………………………………………………..5
The Product & The Price……………………………………………………………...7
The Place & The Promotion…………………………………………………………..10
Website Analysis……………………………………………………………………….12
Competition Analysis………………………………………………………………….13
SWOT Analysis………………………………………………………………………..17
Strengths……………………………………………………………………….17
Weaknesses…………………………………………………………………….18
Threats………………………………………………………………………....19
Opportunities………………………………………………………………….20
Conclusion……………………………………………………………………………..21
Bibliography…………………………………………………………………………...23
Research Resources for Future Study……………………………………………….25

Introduction

What is it that distinguishes Cable television from a basic channel selection? The answer is variety in programming, entertainment choices for everyone, and many more channels for just a little bit more money. Take this question one step further - What is it that makes movie channels appealing to the consumer? We all love to watch movies and while there is always the option of watching whatever is on cable TV at the time, one is limited to 3 or 4 choices. With movie channels, however, you do not have to watch the commercials and the content is much more current. Could this obviously popular mentality transcend television and make its way into radio? Sirius Satellite Radio’s 19 million subscribers suggest yes, it can!
Sirius Satellite Radio was officially launched in the summer of 2002, changed from its previous and marginally successful predecessor Satellite CD Radio, Inc. Named Sirius, the company draws figurative as well as literal implication. Sirius, the star, is known to be the brightest star in the night sky. As satellites are typically fairly bright in the night sky, and Sirius now has five of them circulating the United...