Post on 24-Jul-2020
STR ATEGIC GROW TH OPPORTUNITIE S IN A SIA FOR
ARCTIC BLUE GIN
COMPETITION A SSIGNMENT
Dear Contestant,
Thank you for your keen interest
in Nordic Business and Design
Case Competition with Design
Finland 100. Please let us warmly
welcome you to participate in this
learning journey!
We are happy to invite you as a project
researcher for a research case study with
Arctic Blue Gin. Design Finland 100 increases
the awareness and business opportunities
for Nordic companies in Southeast Asia.
The project has three core focus areas: (1)
innovation, (2) design and (3) branding, being
a unique initiative to combine the expertise
areas with an emphasis on improved growth for
business. We are delighted to collaborate with
you in this case competition with Arctic Blue
Gin for Design Finland 100.
WELCOME
NORDIC BUSINE SS & DE SIGN C A SE COMPETIT ION
The aim of this project is to carve out the
multi-dynamic strategy of the Nordics’ top
organizations in industries such as E-commerce,
Food, Med-tech, Smart technology, Retail, IT,
Health and startups. With a deep understanding
of the current product offering, landscape and
unique selling propositions – it is critical to solve
the puzzle as to how these product will “fit” the
Asian market. The critical puzzle comprises of
understand the market opportunity and consumer
dynamic in these markets and encapsulating
this in an indepth go-to-market strategy. This
strategy comprises of domains such as conducting
a (a) SWOT analysis, (b) understanding the
competitor dynamics, and recommending (c) the
customer value proposition, the (d) brand and
communications strategy, and the (e) collaboration
plan. How to deliver a product or service to the
market with a strong customer value proposal?
COPENHA-GEN BUSINE SS
Nordic Premium Beverages, formerly known
as Hermannin Viinitila, is located in the small
town of Ilomantsi—a province of Eastern
Finland and part of the North Karelia region.
Established in 1989, it is the oldest winery
and the first one to produce sparkling wines
in our vast, densely forested country of
sparse population.
Since it was established, the winery has
received positive feedback on its products’
high quality, clean flavours and use of fresh
local ingredients. Hermannin Viinitila’s
unique skills acquired through decades of
apprenticeship work can be tasted in the
quality of the Nordic Premium Beverages
new product range as well.
ARCTIC BLUE GIN
ARCTIC BLUE GIN
TAIGA CHOCOL ATE
X
ARCTIC BLUE GIN & TAIGA CHOCOLATEC O L L A B O R AT I O N
Arctic Blue Gin and Taiga Chocolate, two of the most unique Nordic gourmet
brands are planning to create one-of-a-kind collaboration. The goal of this unique
collaboration is to raise awareness for potential target groups in Southeast Asia,
particularly in Singapore. In this case, we would like to invite you along in this
distinctive journey of Arctic Blue Gin x Taiga Chocolate.
The following evaluations will assist in developing
strategic recommendations for this collaboration:
What type of collaboration can Arctic Blue
Gin and Taiga Chocolate do?
Suggest several collaborative products and/
or services that Arctic Blue Gin and Taiga Chocolate
could create. Be creative!
Formulate 5 ways on how Arctic Blue Gin
and Taiga Chocolate can raise awareness and
build reputation as high end Nordic brands in the
Singapore market.
How can collaborative partners Arctic Blue
Gin and Taiga Chocolate differentiate themselves
from the competitor’s collaborations?
Define the potential target groups for Arctic
Blue Gin and Taiga Chocolate in Singapore.
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II.
III.
IV
V.
Through Nordic Business and Design Case
Competition, a business strategy with clarity
and strong emphasis on design thinking
is waiting to be discovered to bring growth
for the case companies. You will conduct
a competitive business analysis with the
following action points for the Arctic Blue
Gin. For each part, give an example of how
you would put theory into action.
GOAL
DELIVER ABLE S & OUTCOME S FOR DE SIGNING SOLUTIONS
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Define market size, key industry
participants and competitors
Conduct SWOT analysis of the global
industry landscape, focusing on key
target industries in the Asian markets
Identify broad trends and strategies
of major players
Identify key opportunities and pitfalls
of major players
Industry, market and competitor analysis1.
Who are the target customers and
how to reach them? (Description of
key customers or customer profile)
Who should the Arctic Blue Gin
collaborate or partner with?
Are there any cultural aspects the
Arctic Blue Gin should consider?
This strategic evaluation
will help in gaining insights
about the Arctic Blue Gin
market estimations and
will assist in developing
strategic and tactical
recommendations on
market gaps and business
opportunities.
Customer and market analysis2.
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Marketing and communications plan:
How can Arctic Blue Gin differentiate itself as a high
quality Nordic company providing outstanding products for the
global consumers?
How to build visibility, awareness and aspirations of the
company amongst consumers in Asia? Please focus on the areas
of reputation, recognition, and relationships.
Design a successful three-year go-to-market strategy
including a marketing and communications plan for the years
2020, 2021, and 2022. Highlight the unique value propositions
of Arctic Blue Gin, and how these address the unique needs
and aspirations of Asian market.
Leveraging social media platforms and online channels:
Please identify various online touchpoints for prospective
consumers to learn about and interact with Arctic Blue Gin. How
can Arctic Blue Gin best manage these touchpoints to deliver the
perception of product quality and generate market interest?
How can Arctic Blue Gin tap on value networks such as
industry partnerships to build brand credibility and signal influence?
What is the most effective social media strategy to reach
the Asian consumers?
Please create a short video and/or highlight a few strategic
action points for Arctic Blue Gin to increase its impact on social
media. Please provide relevant details in the form of a creative and
actionable social media campaign.
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II.
III.
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III.
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Recommended business strategies for Arctic Blue Gin in Asia
3.
+ Capturing new growth areas:
Please evaluate at least two strategic areas that can
further boost Arctic Blue Gin’s international brand presence
and influence, specifically in Asia.
What are three proposed action steps targeting the
Asian market that Arctic Blue Gin can take to achieve its vision?
What are some learning points for Arctic Blue Gin from
peer Nordic companies?
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II.
III.
INSTRUC TIONS FOR M AK ING THE PROJEC T REPORT
Please follow the following guidelines for your
assignment:
• Page length of not more than 30 pages in PDF format.
• Final submission of work is strictly 20 October 2019 at
23:59 hours (UTC +08).
• Teams are strictly not allowed to contact their assigned
companies for further questions.
• Each assignment should include an executive summary
with at least 5 key action-points for the case company.
INS
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FO
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AK
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PR
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• The executive summary should explain in detail the action points and their
impact on short-term and long-term business strategy for the case company.
• Relevant data should be expressed in local currency and equivalent Euro
amounts.
• All data sources must be provided with references in MLA format and should
be credible and of international repute.
• Percentages and growth figures must indicate the base year/figure.
• Use of all theoretical material from articles / journals / media should be
referenced in MLA format.
• Feel free to use charts, graphics and photographs to make your report visually
appealing and as professional as possible.
Teams can also choose to include a video of not more than 5 minutes in length,
with any focus of their choosing, should they feel it adds to the impact of their
overall submission.
There will also be business objectives specific to the company’s situation and
context that will be highlighted in greater detail within each assignment brief.
It is highly recommended that teams keep these business objectives in mind in
the crafting of their insights and solutions.
Q&AQ: Who should I contact if I have further questions?
A: In case of any further questions, please contact the Design
Finland 100 Team at admin@designfinland100.com
Q: What is the deadline for this project?
A: The Team must submit the assignment by 20 October 2019
at 23:59 hours, following the UTC+8:00 time zone.
Q: Can I contact the case company in question for more data?
A: No. For all questions, please contact admin@designfinland100.
com.
Q: Can I interview the target audiences?
A: Yes! This is highly recommended.
Q: What is the judging criteria?
A: This prestigious case-competition will be judged by an
international panel. We are waiting to see innovative ideas,
outside of the box-thinking and great teamwork, creativity,
problem diagnosis, applying correct theories and good
communications. Each team will be evaluated out of 100,
based on the following criteria:
- 30% Innovative
- 30% Useful
- 20% Feasible
- 20% Scalable
Please bear in mind the relevance of the project regarding the
brand and market’s needs, as well as the general appearance of
the report.