Marketing Assignment#2

Executive Summary Here in the Marketing Department at SiriusXM we have come up with a plan that will accentuate our strengths and put us into the running against the fast rise of internet radio. We will accomplish this using a push method for our B2C relations and a pull method for our B2B customers. While the market has shown steady but slow growth, we believe that it is possible, with the upturn in the economy, to effectively double our subscription rate from 7% of the population to 14% in the next two years. We will achieve this through better customer relations by retraining employees and implementation of a new subscription plan This new plan will allow listeners to customize their subscriptions. We will still keep our subscription plans, but with the new selection, we will charge per channel. This will bring in more listeners because they will not be driven away by the daunting annual prices. This will also affect B2B relations because it will allow them to customize their listening options and put us into more businesses. Right now we need to focus on closing the gap on internet radio. Their greatest asset is the fact that they are free. If we can come to a lower price point and provide our superior services, then we believe that we will be able to directly compete with these businesses.