• Using Spotify (www.spotify.com) as a case study, prepare a report that: 1) Identifies a potentially attractive target market for Spotify’s future international expansion strategy. Critical Analysis of Potential Markets for spotify company for 3 countries( Russia , South Africa , South Korea) You will be provided with 3 specific countries( Russia , South Africa , South korea) 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 (PESTEL analysis) of the 3 countries. 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 PESTEL analysis of the macro-environmental factors of your chosen market which you have presented in the appendix.. • You are required to undertake analysis of the macro-environmental factors of the following 3 countries in order to identify a potentially attractive target market for Spotify • 3) evaluating countries in table . *Make sure you include relevant key data into the table and identify where this data was sourced from and put refrences and figeres in this table • Do not include excessive amounts of raw data in the appendix* • *Provide a short summary after the table explaining how you arrived at your ranking of attractiveness of the 3 countries • this table contains horizntal columns as fllowing 1- country ( russia , south africa , south korea) 2-political stability ( 1 of the 2 most important factors for ((most)) firms economic stability and growth (1 of the 2 most important factors for ((ost))firms 3- socio cultural factors ( will vary depending on the firm / industry . if not relevant to your firm , then briefly explain why .if relevant, then which factors to consider. 4- technological factors ( will vary depending on the firm / industry .if not relevant to your firm, then briefly explwhy .if relevant factors to consider 5- natural environmental factors (tend to be more relevant to manufacturing firms but not necessarily if not relevant to your firm , then briefly explain why 6- legal factors ( are there any restrictions placed by agovernment upon aforeign firm entering its country other relevant legal factors vary according to the industry in question 7- ranking – which country seems most attractive based on your pestel evaluation criteria ? add your total scores for the pestel factors and rank from (1) least attractive to (3) most attractive Evaluating Countries (2) – *Examples of Economic Criteria: which of these are relevant to your firm? • Population: the highest represents the largest domestic market • Inflation rate: reflects the extent to which there is a healthy spending environment with low being good, high being bad • GDP/capita: the higher this is, the higher the potential purchasing power of the market • GDP growth: the higher this is, the more the economy is growing and the higher the growth potential in the market • GINI Index: the lower this is, the better the distribution of wealth across the population i.e. a larger middle class in the population • % of population below poverty line: the lowest means the more people who could afford a product or service • Household consumption as % of GDP: all purchases of goods by households (excluding property) to meet their everyday needs; the higher this is, the more attractive the market for a firm that makes/sells products/services that meet households’ daily needs • 25-54 year olds as % of population: most likely to have highest disposable income / purchasing power but need to consider whether there is an ageing population
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