As part of my capstone course, I worked in a collaborative team to produce a comprehensive strategic business analysis of Spotify, the global leader in audio streaming. We examined the company’s financial health, business model, and market position, focusing on both internal capabilities and external industry dynamics. Our research highlighted Spotify’s strengths in personalization and global reach, alongside challenges such as high royalty payouts, increasing competition, and shifting consumer behavior toward short-form, interactive content.

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To ground our recommendations, we conducted market research, consumer surveys, online review analysis, and expert interviews with music industry professionals. This approach allowed us to validate pain points, such as user frustrations with AI features and artist concerns around royalties, while identifying opportunities for innovation. We then developed five strategic recommendations ranging from enhancing Premium subscriptions with social features to expanding hardware integrations, improving AI playlist functionality, and building direct artist partnerships.

 

Finally, our team delivered the report and presentation through a Spotify Wrapped–inspired framework, combining data-driven insights with creative storytelling. This format not only made our findings engaging and memorable but also reflected Spotify’s own brand identity. The project showcased my ability to blend strategic analysis, creative design, and consumer insights to generate actionable recommendations for a leading global brand.