e-Types is a design firm based in Denmark who specializes in Corporate Identity Business. In this presentation, you will find importance of strong strategy, reasons for making of sub-optimal strategy and what strategy is best suited for e-Types(based on strategic tools and frameworks)

1. Strategy for e-Types
Formulating the way to go ahead by Tanmay Shah

2. Why is strong strategy essential?
Attractiveness of environment ?
Which Market?
Which product?
How do we position ourselves?
How to exploit our resources?
How do we build and sustain
competitive advantage?

3. Quoting the strategy: e-Types should start competing in
new markets such as New York, London, Berlin etc. And
start by tap the ‘startup’ culture there by taking
advantage of their strengths. They should enhance their
management system so that they can further make their
weakness into strength and Threats into opportunity.
Based on following…

4.  Specialization and
strong reputation in
Identity business.
 Cutting edge design-
Best Designers in
Europe
 Ability to grow
 Creative integrity and
the funky factor
 Work Culture: They
have the attitude of
working overtime if
required just to get a
good idea.
 Ability to get best for
the client.
 Strong capabilities in
routine and processes
o Limitations to
economies of
scale
o Bottleneck due
to partner’s
participation in
every step of
every project(for
maintaining
quality)
 Foreign
markets such as
New York,
Berlin, London
 Boom in the
‘start up
culture’ who
demand unique
identity for
their
positioning.
 Technological
advancements.
o Not finding
enough work
for their
workforce
(which would
cost burden)
o The staff
quitting and
making their
own company.

5. Why do managers too often formulate sub-optimal
strategies?
Bounded Rationality and Limitations of
Resources & Cognetive Ability
Homo Economicus and Political Coalition
of among the top executives of the firm
for personal interest
Managers also use Heuristics and are often complacent and short-sighted

6. “e-Types should expand its operations to other markets such as New York, Berlin,
London, Los Angeles etc. Starting with New York by finding some people who have the
same set of values as them. Then create a wholly owned subsidiary and transfer their
style meaning copy themselves to that market. This will definitely be cost effective
(considering the hidden cost) and profitable in the long run as comparted to staying elite
in Denmark and doing international jobs form there. They need to make improvements
in their formal reporting system as to remove the bottle-necks.
They have strong capabilities and resources as mentioned above hence they will sustain
their competitive advantage in the new market with them. Talking about external
factors: there is always a huge demand in corporate Identity business as especially with
the rise of the startup culture which they should exploit.”
Based on following…

7. Yes, there Intangible and
Human resource are
highly valuable.
Yes, their expertise and
capabilities are rare:
80% competitors are out
of their league. They
have a unique asset the
staff of mixed
professionals who work
toward the “big idea” by
contributing ideas from
across disciplines and
challenging each other
to stretch their
imagination.
Yes working conditions
and work culture here
is so good that the
employee’s wouldn’t
want to leave. It’s all
about the passion and
attitude. These things
can’t be imposed or
bought they have to be
created from within.
Hence costly to
imitate.
Yes! They have the
adequate attitude
along with correct
routines and
process for
capturing the value
of the resources!

8. The End
Thank you!