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25/2/2019
ExecutiveSummary
Firm Description/Objective
e-Types is adistinct design firm locatedin Copenhagen, Denmark. The ...
2
Strategy Formulation
Based onabove client proposition,e-Types shouldput aproper strategicplan
in place for its future gr...
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Executive summary for strategy formulation e types

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Strategy formulation for e-TYPES.

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Executive summary for strategy formulation e types

  1. 1. 25/2/2019 ExecutiveSummary Firm Description/Objective e-Types is adistinct design firm locatedin Copenhagen, Denmark. The company was founded in 1997 andhas 50 employees tilldate (2013). The firm has been in spotlight since 2006 andhas a reputationfor its edgy and unusual designs. The four designers who were the founders at e-types were frustratedwith everyday design they were experiencingamongbrands andstand by the claims of “Smashingthe worldof design”. In 2010, e-Types became apart ofe-Types Group. Target Audience CEO, designers and strategists at e-Types. Client Proposition e-Types was approachedby DanishNationalTeam in 2006, to designtheir brand image, which createdalot of controversy inthe company between designers versus founders, managers and other employees ofthe firm. Three designs were presentedto the client where everyonelikedthe first option whichwas more ofa traditional design except the designers inthe company were reluctant because ofstrongprinciples basedonanedgy design and thus createdanother option. But the client still preferredthe first one. The thirdone was let the client decide and ensure customizations. A lot ofmoney was at stake here given the opportunityfor firm to be popular as a prominent brandin Denmarkand hence immense recognitioninthe country.
  2. 2. 2 Strategy Formulation Based onabove client proposition,e-Types shouldput aproper strategicplan in place for its future growthor else there wouldbe major consequences if disputes in the firm continue. A thoroughSWOT Analysis is needed to put this strategic planin place. Holding by its brand name as a leader in edgy and catchy designs, this strategy ofhigh product differentiationand chargingpremium prices for specific clients canbe beneficialbut company canalso lose huge amounts ofmoney and reputationifthey turndownimportant clients as likes of Danish National Team. Thus, a pivot to cost leadership strategy canbe done by e-Types ifit establishes another unit or expands its ownresources that specifically caters to broad number ofclients who prefer traditionaland conventionaldesigns. But this comes withaninsurmountable amount ofrisks as lot of strategic team planning will be requiredupfront. Risk/Opportunity 1. Competitors couldeasily replicate designs and can stealprofits if the designs of e-Types becomes too mainstream. 2. If the company is unable to acquire premium clients, thenwhole notionon whiche-Types is identifiedas a brand can crumble. 3. e-Types may also be seenas traditional design firm by its customers andcompetitors. Conclusions  e-Types can formulate aproduct differentiationstrategy andcreate edgy designs for its premium clients and enjoy high profit margins.  A cost leadership strategy couldbe usefulto capture abroadmarket share and those who prefer traditional/conventionaldesigns pricingits product low to moderate. Profits canbe anywhere betweenlow to high. Establishment ofanother unit is required.
  • MuideenYusuf

    Jun. 14, 2020

Strategy formulation for e-TYPES.

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