Wimp

Abstract

WiMP is a music streaming service that provides the user with customized music offerings. The company is established in several countries including Germany, which will be the focus of this thesis. The goal for this thesis is to figure out how WiMP can continue their growth in the German market, and gain a competitive advantage on their competitors. To reach this goal the group has gathered a large amount of information, conducted a survey and an analysis of the company both internal and external. This is summarized in a SWOT analysis. The group has used relevant theories and models throughout the thesis to explain the situation of WiMP. At the end, the group will provide a summary and a strategic recommendation for what measures the company should pursue in the future.