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Latest posts by Mariam Peyton (see all)

    Spotify Technology S.A is a music streaming service mainly operating in North America, Europe, Latin America, among others. It offers both premium (for subscription) and ad-supported (free) versions of its streaming service. The music streaming industry market is highly oligopolistic with major players Spotify, Apple Music, and Amazon prime music having over 120million in number of combined subscribers in 2018. 
    However, various macro factors are currently impacting the growth of Spotify. Using a PESTLE analysis, we describe how certain external environmental factors such as President Trump’s Music Modernization Act, the ‘Netflix tax’, changing demographics, or new technological developments such as the rise of smart speakers, are affecting Spotify growth. 

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    Spotify Business strategy Case Study


    Key Learning Outcomes

    By the end of the case, students should be able to:
    • Understand the broad macro-environment of Spotify and the global music streaming industry in terms of political, economic, social, technological, environmental and legal factors (PESTEL/PEST/STEEPLE).
    • Use our swot analysis example to gain an overall understanding of Spotify's strengths and weaknesses and strategic options arising from the opportunities and threats that have been identified from the Pestle analysis example on Spotify's business environment.
    • To apply strategy business models and frameworks such as Pestle/Pest/Steeple, Swot etc to real company cases.

     

    Analyse the macro environment of Spotify and the global music streaming industry using Pestel and the impact of external factors followed by a Spotify Swot and Porters five forces analysis.

    1.0 INTRODUCTION


    Spotify is a Swedish multinational music streaming company headquartered in Luxemburg, Stockholm in Sweden. It was founded in 2006 by Daniel Ek and Martin Lorentzon (Parsons 2018). In 2017 Spotify’s revenue grew by 40% to 4,090million euros up from 2,952m in 2016 (Statista 2018d; Business Insider Nordic 2018).

    With over 70 million subscribers worldwide in 2018, Spotify is the leading music streaming service ahead of major competitors Apple Music and Amazon prime music with 40 million and 16 million subscribers respectively (Reuters 2018). Nevertheless, Apple Music remains the most popular streaming service worldwide (Sanchez 2018).

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