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.

I.

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

+

+

+

+

+

+

+

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.

+

+

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.

I.

II.

III.

I.

II

III.

IV.

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?

I.

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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UC

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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.