Individual Case Study & Report: Spotify

Authors

  • Xinyuan Hu

DOI:

https://doi.org/10.62051/ijgem.v4n1.51

Keywords:

Marketing, Trend, Suggestion, Customer Journey

Abstract

This article conducts market trend analysis on Spotify's mission statement, company profile, marketing orientation evaluation, and proposes Spotify's suggestions on segmentation, goals, positioning, marketing mix, customer journey mapping analysis, and detailed presentation of customer journey maps. I hope it can be helpful for Spotify's company marketing.

References

[1] Also, S., & Melewar, S. Corporate Branding. Oxon: Routlage, 2015.

[2] AFish, Fan Zhihui. Why did Spotify spend more than $300 million to sponsor Barcelona rather than be scolded by musicians? 2022.

[3] Anna Hagen. Convergence. Vol.33(6), p.643-659.Sccial streaming? Navigating music as personal and social, 2016.

[4] Anna Hagen. Popular music and society. Vol.38(5), p. 1-21. The Playlist Experience: Personal Playlists in Music Streaming Services, 2015.

[5] Baker, D’ Market Research-Granular Data on Customer Journeys’, 2016.

[6] Harvard Business Reciew, June, 2-5, Harvard Business Review Publishing Corporation

[7] Bello, Pablo; Garcia, David. Cultural Divergence in popular music: the increasing diversity of music consumption on Spotify across countries, 2021.

[8] Bello, Pablo; Garcia, David. Humanities & Social Sciences Communications; London Vol.8, Iss. 1, (Dec 2021). Cultural Divergence in popular music: the increasing diversity of music consumption on Spotify across countries

[9] CnBeta, Spotify is testing a new feature: a TikTok-like way to discover Music, 2022.

[10] DMN. Why did Spotify quietly roll out Karaoke? 2022.

[11] Gisela Bäcklander Creativity and Innovation Management. 2019, Vol.38(1), p. 1- 19. Doing complexity leadership theory: How agile coaches at Spotify practice enabling leadership

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Published

27-08-2024

Issue

Section

Arcicles

How to Cite

Hu, X. (2024). Individual Case Study & Report: Spotify. International Journal of Global Economics and Management, 4(1), 424-437. https://doi.org/10.62051/ijgem.v4n1.51