Underdog Branding – Developing Your Bark : Creating Future Scenarios as an Underdog: Case Aludra
Kyllönen, Jarkko; Rahko, Carita (2012)
Kyllönen, Jarkko
Rahko, Carita
Kemi-Tornion ammattikorkeakoulu Lapin ammattikorkeakoulu
2012
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2012061212556
https://urn.fi/URN:NBN:fi:amk-2012061212556
Tiivistelmä
Kyllönen, Jarkko and Rahko, Carita. 2012. Underdog Branding - Developing Your Bark; Creating Future Scenarios as an Underdog: Case Aludra. Bachelor's Thesis. Kemi-Tornio University of Applied Sciences. Business and Culture. Pages 34. Appendices 3.
The case company in this research is Aludra which is a one-man venture from Tornio, Finland that operates in the media information business field. The objective of this exploratory research is to provide Aludra with suggestions for ways of improving itself through the lesser known concept of Underdog branding. This research is a qualitative single case study.
Two interviews, one for finding out the current state of the case company and one for receiving information about the future visions of the CEO Jarno Limnell were conducted. From these interviews we created a SWOT analysis and two business model canvases. The analysis and business model canvases provided the key drivers that enable Aludra to grow as a business. In order to provide Aludra with practical ideas, three future scenarios were constructed from the underdog branding point of view.
From the scenarios built, we found out that Aludra has the opportunity to use Underdog branding to its advantage. The best possible Underdog service they offer at present is Copter Cam, a remote controllable helicopter mounted with a video camera. The possibilities for future research are evident. Future scenario planning process can be repeated as well as the SWOT analysis. Furthermore, there is a demand for a competitor analysis to be conducted.
The case company in this research is Aludra which is a one-man venture from Tornio, Finland that operates in the media information business field. The objective of this exploratory research is to provide Aludra with suggestions for ways of improving itself through the lesser known concept of Underdog branding. This research is a qualitative single case study.
Two interviews, one for finding out the current state of the case company and one for receiving information about the future visions of the CEO Jarno Limnell were conducted. From these interviews we created a SWOT analysis and two business model canvases. The analysis and business model canvases provided the key drivers that enable Aludra to grow as a business. In order to provide Aludra with practical ideas, three future scenarios were constructed from the underdog branding point of view.
From the scenarios built, we found out that Aludra has the opportunity to use Underdog branding to its advantage. The best possible Underdog service they offer at present is Copter Cam, a remote controllable helicopter mounted with a video camera. The possibilities for future research are evident. Future scenario planning process can be repeated as well as the SWOT analysis. Furthermore, there is a demand for a competitor analysis to be conducted.