Case Study: Spotify Expansion Strategy


Case Study: Spotify Expansion Strategy
Using Spotify (https://www.spotify.com) as a case company, prepare a report that:
1. Identifies a potentially attractive target market for the company’s future international expansion strategy. You will
be provided with 3 specific countries to choose from. In order to identify which of these 3 countries represents a
potentially attractive target market, you are required to undertake a comparative analysis of the macro-environmental
factors of the 3 countries.
– Worth 20% of the overall mark; not included in the word count.
This background analysis must be included as an appendix.
2. Discusses your rationale for the selection of your chosen market. Your rationale should be justified with a more
detailed discussion of your analysis of the macro-environmental factors of your chosen market which you have presented in
the appendix.
– Worth 20% of the overall mark; 825 words.
Your rationale and more detailed discussion of your analysis of the macro-environmental factors of your chosen market
should be presented in the first section of the main body of your report.
3. Critically analyses the key strategic issues the firm faces in expanding into your chosen market:
i) opportunities and threats in the firm’s industrial environment in your chosen market
– Worth 20% of the overall mark; 825 words.
PLUS
ii) strengths and weaknesses in the firm’s internal environment which may support or challenge the firm’s expansion into
your chosen market
– Worth 20% of the overall mark; 825 words.
Your analysis of the key strategic issues the firm faces in expanding into your chosen market should be presented in the
second section of the main body of your report.
4. Evaluates the various modes of entry available to the firm and recommends – with justification based on the findings of
your analyses in Tasks 2 & 3 above – the most suitable mode of entry that will enable this strategic international
expansion to be a success for the firm
– Worth 20% of the overall mark; 825 words.
Your evaluation of the various modes of entry available to the firm, and your recommended / justified mode of entry,
should be presented in the final section of the main body of your report.
You are strongly advised to structure your report in the same order as the assignment tasks set out above.
Remember to include a list of references used at the end of the report (presented Harvard style).
You are required to undertake a comparative analysis of the macro-environmental factors of the following 3 countries in
order to identify a potentially attractive target market for your case company (Task 1):
• Russia
• South Africa
• South Korea

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