Internationalization venture analysis of NMusic to the Spanish market

Field lab: Entrepreneurial and innovative ventures

During decades consumers were used to pay to listen to music and artists were recognized by their work. However, a technological shift revolutionized the music industry and the music became digital, which boosted the illegal ways to obtain songs. Nowadays almost nobody pays to listen to music. Several legal business models were tested and one has been firmly proved as the most effective one – music over streaming. That is what Nmusic offers in Portugal and wants to offer in the Spanish market. This work project studies the company and its implementation process to Spain. The objective is to launch the platform in September 2013 and to be one of the most well-known music streaming services in Spain. Thus, after all the internal and external analysis, it was defined the marketing mix, the mode of entry (a joint venture with Telefónica) as well as deadlines, investment, people and objectives. A risk assessment and recommendations were conducted in order to achieve a successful Nmusic‟s internationalization.