Xm Demand Curve

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Week 4 Assignment 1 – Demand Curves on XM Satellite Radio Case (HBS 9-504-009) 1. Based on the demand curves you have created (You will have 4 figures), who should be the primary target market for XM? What is the value proposition of the different consumer segments? Why would they buy this service? - Based on the demand curves presented in Exhibit A - The tech seekers should be the primary market segment target. According to this, while tech seekers clearly show a passion for new technology and innovation, the number of subscribers nearly double when the price of the receiver (regardless of subscription cost) is reduced by half. Trailing a close second, especially at the low end of the subscription and receiver cost are the tech friendly market segment. The value propositions for each of the consumer segments can be very different & should be targeted to each individual segment with the main focus on personal customization. In the case of the tech seekers and the tech friendly segments, the value is to be the first to own the latest technology and the newest gadgets. For the male segment, it allows them to customize their listening preferences from music to talk radio to current affairs to sports. When it comes to the female segment, it becomes more about the family and making everyone happy. It gives her the flexibility to switch from kids programming to music, sports, or talk radio that is catered to her interests. The African American and Hispanic segments also get that ability to customize their listening preferences to specific types of music, international sports and more ethnic based choices. The biggest selling point for all the segments and why they would purchase the service would be customization, variety and uninterrupted coverage regardless of frequency zones. 2. What type of
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