Ch. 15 - Marketing Communications

Spotify's offers free service that runs ads between songs, but we can say the same about Youtube music, pandora, and illegal downloading, Spotify has 3 main competitive advantages the first one being its social networking features that allow listeners to share songs and playlists among friends on Facebook and Twitter. Their second advantage it's their use of listener's data to personalize the experience by using algorithms that can help surface the right content at the right time based on time of day and user context. Their final advantage that ties the last two, Spotify's user-generated playlists may be its biggest competitive advantage. Playlists created and shared by users accounted for 36% of listening hours.

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Ch.10 - Product Concepts

Since its introduction to the American market in 2011, Spotify has made efforts to adapt in order to look more attractive to their target market, which are millennials. In 2015 Spotify changed the design of their brand, this included, the user interface, the logo, the ads they attempted to create a new brand identity to show that Spotify was as rich and lively as the music culture, rather than simply a technology service that served up songs.

Ch. 2 - Strategic Planning for Competitive Advantage

Spotify SWOT Analysis: Strengths: - Easily Accessible, and compatibility with almost every modern technological device. -Intuitive easy to use user interface -Large and varied collection of music -Incentivizes listening to new music -It can be used for free -International availability Weaknesses: -Difficult for independent artists to profit -Dependence on other technology companies -Dependence on internet connection -The company runs on zero profits Opportunities: -Potential strategic alliances with mobile carriers, manufacturers or tech companies. -Higher demand for worldwide music accessibility -Better use of A.I. to offer a more interesting music recommendations Threats: -Negative artist opinions -Better deals offered by a competitor both for the artist and the listener

Ch. 11 - Developing and Managing Products: While the vast majority of music consumption has always been on the go, in the beginning big online libraries of music files (such as Napster) that allowed you to download their content were available to anyone with an internet connection and a desktop computer, but the download speed, risks, industry and artists opposition, laws restricted this methods. Spotify's proposal was to enhance the download speed, eliminate risks, and please labels and artists, beginning with solving the speed problem using peer to peer technology for faster downloads. Released in 2008 Spotify's vision always has been to be the consumer's entire music system, their business relied in ads to make profit(freemium), with the arrival of smartphones, Spotify had to develop an app that could match the functionality of the desktop version, mobile data service wasn't good enough to provide enough speed for streaming so they opted to allow the user to sync u...

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