Spotify Strategy
Identifying opportunities to improve Spotify’s brand strategy to retain its market position.
Fall 2021
Parsons School of Design | Strategic Management
Services: Market Engagement, Branding, Partnerships, Design Research, Strategy
Goal
The goal of this project was to analyze the music streaming industry and Spotify’s current situation and strategies in order to propose any areas that required a shift in strategic management. After conducting significant quantitative research, the main challenge was identifying new potentials for the thriving streaming service. Growing competition and a need to capture the loyalty of Gen Z music streamers presented themselves as opportunities for intervention.
Some of the desired outcomes of the strategic management plan for Spotify.
Process
Through extensive industry research, competitive and SWOT analyses, benchmarking, and the creation of future key performance indicators, milestones, and measures, I was able to pinpoint necessary actions for Spotify to take to maintain its market position. These steps included establishing an innovation and artist relations department to strengthen Spotify’s management of its user and artist outreach and retention strategies.
Landscape analysis of Spotify’s market positioning in the music streaming industry.
Outcomes
The final proposal was received by the professor and a Spotify employee with delight, as the suggestions for improvements to Spotify’s strategic management fell in line with exactly what the company hopes to achieve. By creating these new departments and focusing efforts on a new partnership with TikTok, Spotify would see continued success and stay competitive in the music streaming industry. The process required in-depth quantitative research, the use of design and research analysis tools, and Adobe Illustrator mockups.
One of the Key Performance Indicators for this suggested strategy, featuring an Adobe Illustrator mockup.
Below are further visualizations of the project’s process and final deliverables.
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