AVELUTION - När framtidsutveckling blir affärsutveckling. Affärsutveckling baserat på de nyttor ett varumärke genererar

Abstract

Business development is to bring forth the entire company and through effective, market renewal processes to create sustainable profitability.1 This might be difficult, especially for smaller companies who lack the experience and also tools to make correct forecast.2 The purpose of my thesis is to investigate and explain how a small business can remain flexible and create products in new markets by making the brand appealing and credible. In my thesis I have investigated how a company can extract benefit from its brand and identify the benefits which are the most unattended in a new market. By doing so, the company can systematically develop concepts for new business opportunities. I hope that my thesis may provide tools and ease business development process for smaller businesses. The purpous of my thesis I have studied theories of business development, brand and brand extension. In these theories I have used existing methods and I have created my own methods of business development. Through this thesis I have worked with Avelution AB (a small that produce products for recovery and comfort). I tested the theory and methods with Avelution which has resulted in a business development strategy as well as two concepts that show how Avelution in the future might develop its business based on the benefits Avelution and its products create.