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Xm Satellite Radio Market Entry Plan

AMRC MEMORANDUM

Date: 10/30/1997
To: AMRC Board of Directors
From: Robert Acker – Dir. Strategic Planning
Subject: Summary - Market Entry Plan for XM Launch

Notes:

I am forwarding this document as a primer for our initial business strategy presentation next week. I have prepared a summary of our launch plan to facilitate the meeting discussions and decisions. This plan addresses all critical decisions that must be made prior to launch. These questions include:
· Value Proposition
· Target Market
· Product Positioning
· Tactical Marketing Plan
· Pricing
· Launch Budget Focus


Executive Summary XM will become the dominant Satellite Radio service provider in the US radio industry. We will use viable and relevant new technologies to satisfy strong (and growing) consumer demand for better radio – a super-high quality, ad-free, mobile, and personal listening experience. We will gain deeper market penetration than Sirius by providing products and......


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Approximate Word Count: 1297
Approximate Pages: 6 (250 words per double-spaced page)

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