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Xm Swot

2005 XM Satellite Radio Marketing Plan
By: Brian Anderson
Niles Frisbie
Ben Carroll
Dec.12, 2005
XM Satellite Radio Marketing Plan
2
Table of Contents
Problems of XM Satellite Radio
Name of Product Market
Major Screening Criteria relevant
Quantitative
Qualitative
Major Constraints
Analysis of Other Aspects of External Market
Economic Environment
Technological Environment
Political and Legal Environment
Cultural and Social Environment
Customer Analysis
Possible Segmenting Dimensions
Consumer Needs
Other Characteristics
Identification of Target Markets
Operational Characteristics
Demographics
Geographical Location
Potential Size
Key Psych/ Social Influences
Type of Buying Situation
Nature of Relationships
Competitor Analysis
Current and Prospective Competitors
Conceptual Product Positioning Map
Barriers of Competition
Potential Competitive Advantage
Company Analysis
Company and Overall Marketing Obj.
Company Resources
S.W.O.T. Analysis
Marketing Information Requirements
XM Satellite Radio Consumer Survey
Respect to Customers
Marketing Mix Effectiveness
External Environment
5
8
9
10
13
15
17
XM Satellite Radio Marketing Plan
3
Product
Product Class
Current Product Life Cycle Stage
New Product Development Requirement
Specification of Core Physical Good/Ser.
Supporting Customer Service Needed
Warranty
Branding
Packaging
Promotional and Labeling Need Protection Needs
Cultural Sensitivity of Product
Fit with Product Line
Place
Objectives
Degree of Market Exposure
Customer Service Level
Type of Channel
Other Channel
Members/Fac.
Type/Number of
Wholesalers
Type/Number of Retailers
Discrepancies and Separations
Marketing Functions Shared
Coordination Needed
Transportation
Requirements
Inv. Product/Handling Req.
Facilities Required
Reverse Channels for
Returns
Promotion
Objectives
Major Message or Theme
Promotional Blend
Advertising
Type
Media
Copy Thrust
Personal Selling
Type and...