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SWOT and PESTLE Examination of Music Innovation

A dedicated team local to Bournemouth, developing a software application that imitates the live mixing of a professional DJ from the comfort of your home.

A seamless mixture of your preferred music. Utilising an upvote and downvote system, the software detects the music tastes of these with the software installed, as dependant on the average person users of the app.

If almost all of individuals present set their preference to a method of music, the EarShot will create a setlist (the playlist of the event) appropriate compared to that taste.

If taste changes, then new personal preferences can be chosen by individuals and, if upvoted, the new design of music will naturally begin to feed its way into the mix.

This ensures that the music chosen reflects the feelings of the occasion, much such as a live DJ would do in ascertaining audience reactions to aid their choice of music.

Allows other people with the application to make 'demands' to the 'Head DJ', and therefore others can effect the ambiance without having to individually ask the DJ; using EarShot instead. If more folks want house music, then they can all get started to upvote the style.

The product is unlike others of an identical mother nature, such as Pyro by Serato, because additional features can be put into the 'DJ's mixing style' such as filtration system sweeps leading up to a 'drop' in the music, and also differs owing to the collaborative voting system it includes.

By allowing the majority of people show decide the kind of music that should be playing, it requires the burden away from a single person: nobody person has to be in charge of the music.

The USP is the ability to talk between multiple apps to be able to affect the vibe of the event: EarShot makes it possible for simple and easy changes to the disposition if it's what most people want. (Wright, 1999)


  • EarShot will have cross-platform compatibility; in the business world, an evergrowing style called BYOD (Bring Your Own Device) means it can be applied to any online device without having to convert data to a new format
  • EarShot will need to have a strong social music existence. Strategies will be put in destination to connect with other services such as Pinterest, Instagram, YouTube, etc. This enables for promotion of the brand as consumers promote their happenings and setlists on public media


  • EarShot will come across licencing problems with certain music artists and record product labels. For instance, Spotify is still having issues with Taylor Swift over Spotify's conditions so a similar concern may arise'
  • EarShot's main weakness will be making a earnings as it will need to pay a substantial amount of its earnings to painters and record labels


  • EarShot should form partnerships with on-trend designers, producers, night clubs and DJ's to market the brand


  • A big menace to EarShot is hacking. The iphone app have to have robust security to prevent it becoming a backdoor onto consumers' devices for hackers
  • Rival applications already on the market such as Pyro as well as new apps could reduce EarShot's market show or wipe the business out completely

1. Political factors:

  • Trading policies
    • The target is to ensure a good balance between copyright and relevant open public policy targets such as education, research, development, and the needs of folks with disabilities(Digital Single Market)
    • Use of tunes with explicit lyrics if the users are under 18

2. Economic factors:

  • Disposable income of the mark demographic
  • General taxation issues - EarShot will be subject to UK tax laws
  • Taxation changes specific to e-commerce products
  • Funding options - shareholders, crowd financing like Kickstarter

3. Social factors:

  • Advertising cases - brand image must be constant and appropriate across all digital mediums
  • Ethical issues - responsibility towards upholding copyright laws in UK
  • Demographics - what's the target audience, how to charm to the widest possible demographic without making the software feel 'cloying'
  • Views of the multimedia - the way to get publicity
  • Celebrity endorsement - can EarShot get big name DJs, or clubs, to endorse the app
  • Education - simplicity of the software for non-technical users

4. Technological factors:

  • Technological development - who's growing the app, in-house or outsourced, consider using non-disclosure and non-compete agreements for all personnel and exterior developers
  • Trends in global scientific improvements - watch opponents offering like Pyro to ensure EarShot keeps its USP
  • Legislations in scientific areas - ensure EarShot is not infringing any patents or copyrights
  • Licensing - in the conditions and conditions useful of the software the users will need to have a restricted license with no responsibility dropping on EarShot

5. Legal factors:

  • Consumer cover - refunds if iphone app is not fit for goal, uninstalling software
  • Data cover of consumer information

6. Ecological factors:

  • Ecological - website link brand to a public concern for example liberty of information
  • Stakeholder/investor prices - ensure these do not issue with the brands ecological beliefs and identity
  • Customer ideals - understand the demographics of the target consumers and ensure EarShot brand is in sync with these values

Digital Single Market, D. E. a. S. Copyright. Available at: https://ec. europa. european union/digital-single-market/en/copyright.

Wright, R. (1999) Marketing: origins, concepts, environment. London: Business Press.

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