Xm Radio Xm's Role As Case Study

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23 Blue sheet

Info, Societal, Political, Legal -- w / # from Blue sheet]

Alt market + Nonmkt [6 + 7]

analysis Mkt reactions

Select strategic action [8]

Is it legal and ethical?

Selected? (Yes / No / Wait)

Implementation of strategic action for " each" strategy [9]

Provide details of what you will do to achieve your objective(s)

Id strategy by its # [Identify facts, figures, #s, outside sources}

Information:

1.Talk to FTC, BBB and get the information about the complaints

2. Research relevant laws and precedents

Societal Strategies:

1. Reach out to disgruntled consumers

2. Develop media relations strategy

Political Strategies:

1.

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Work with FTC to resolve this issue

2. Take proactive approach to government relations

Legal Strategies:

1. Prepare legal defense against FTC allegations

2. Have legal team outline the situation for management so they don't make the same mistakes in future

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Yes

CEO, legal and marketing set up meeting with FTC and BBB

Legal team conducts research

Find specific consumers with problems; Marketing reaches out

Communications Dept devises MR strategy immediately before this reaches the press

As noted above

Legal prepares.....

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