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A Market Analysis for
(SiriusXM Satellite Radio)
(Antonio Ortiz)
Full Sail University
Project & Portfolio II: Business and Marketing
(10/26/19)
Once you are done using the instructions in this template, delete them all along with this
reminder. Do not delete the section headers.

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EXECUTIVE SUMMARY
This report will give a great analysis on one of the largest audio entertainment company
that reaches more than 100 million people with its audio products and services. Liberty
Interactive LLC is the parent company for Sirius XM Holdings Inc., which is engaged in
broadcasting music, sports, news, talk, entertainment, traffic, and weather channels. The
company operates in the US and Canada, but headquarters are located in New York City. They
gain revenue through their company with annual, semi-annual, quarterly, and monthly
subscription plans. Reports say the company revenues of US$1,977 million for the second
quarter ended June 2019, which was an increase of 13.4% over the previous quarter.

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OBJECTIVE
What can we do to increase consumers with a new plan of monthly subscriptions to
increase are sales on more mobile devices? With other competitors like Spotify, Apple Music
and many more music streaming service are known for individuals having these apps on their
mobile devices, so what can we do to improve as a company other than are consumers only
having service in their vehicles.
RESEARCH METHODOLOGY
Most of this information contained in this report is external from the internet and other
online databases between the years (2017-2019) but other information is still pending due to
quarters, which are still collecting information of revenue, sales, and other important matters
containing this company.
RESEARCH AND KEY FINDINGS
Liberty Media is the owner/parenting company for SiriusXM Holdings Inc. (Nasdaq:
SIRI) other known as SiriusXM Satellite Radio. They continue to grow as one of the largest
music streaming companies in the United States, Canada, and Puerto Rico with their music,
news, and entertainment in all genres and mainly known and the home of the Howard Stern
Show. Which he became one of the highest paid radio figures after signing a five-year deal with

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Sirius (2004) worth $500 million.
(2015-2019) Their company revenues, cost of goods sold, gross profit, net income continues to
increase as the year pass, especially after they decided a few years ago that they’ll target their
consumers through the automobile industry. Which SiriusXM service will come with the new
purchase of their vehicle and now this service now comes installed in about 70% of US vehicles
and more likely when a consumer purchases/lease a car SiriusXM Radio usually gives them a
30-90 days of free subscription. This strategy has been very successful which the company
earnings and revenue have done well throughout the years of this change.

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Now the company is looking to grow in other areas by expanding and adding more services for
Hispanics due to them playing a substantial part of the US, which they give out programs before
but now looking to grow on a larger scale.
CONCLUSIONS
Over the years SiriusXM has been on a constant rise making their streaming services one
of the largest and best music, news, and entertainment companies throughout the US. As many
marketing changes have occurred throughout the year’s and they have been working out very
well for the company by bringing in a constant growth of revenue. This growth is mainly coming
from new marketing plans that they’re providing to their consumers subscriptions with many
options of different genres of music, podcast, and some of the best entertainment shows
including The Howard Stern show. Howard Stern is one of the main faces of this company ,
which many consumers purchases this service just to keep with his daily talk shows but since

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they also provide a large scale over 100 channels of entertainment many consumers are satisfy
with other talk shows and news if they weren’t interested in his show.
RECOMMENDATIONS
To continue their success and moving in an increasingly rate I think they should continue
on expanding their company subscriptions plans for consumers. By possibly adding discount
rates for students that are in college or individuals active in the military, which Sirius would start
picking up more on mobile devices other than consumers vehicles because most of their
consumers have this service in their vehicles then on any of their mobile devices such as;
cellphones, tablets, computers, etc… Also, strategizing more on how they’ll expand the Latino
genre, since demographics show a population increase of Hispanics being in the range of this
company provide its services. With partnering with one of their number 1 competitors Pandora
Inc. was a big move for them, which happen to help both streaming companies out in the end but
maybe they can start looking to partnering with their next competitor. After being in competition
so long its always best to try coming together and growing as one within the industry.

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REFERENCES
About SiriusXM. (2019). Retrieved October 25, 2019, from
https://www.siriusxm.com/corporate.
Sirius XM Holdings Financial Statements 2005-2019: SIRI. (2019). Retrieved October 25, 2019,
from https://www.macrotrends.net/stocks/charts/SIRI/sirius-xm-holdings/financial-statements.
Clark, J. (2019, October 17). Sirius XM Stock: Can the Company Continue Its Rise? Retrieved
October 25, 2019, from https://thecollegeinvestor.com/10144/can-sirius-xm-continue-its-rise/.
Liberty SiriusXM Group. (2019). Retrieved October 25, 2019, from
http://www.libertymedia.com/companies/liberty-siriusxm-group.html.