A STRATEGY FOR E-TYPE Final Project PART 2 PDF

A STRATEGY FOR E-TYPES
Case study for the Coursera course Strategy Formulation by the Copenhagen Business
School.
E-Types is a design firm based in Copenhagen with an expanding potential international growing.
Since its foundation it bases its corporative vision on the premise ”Smash the world”. This extremely
revolutionary company has emerged as a profitable, ambitious and successful firm acquiring several
small firms, thus, ratifying its competitive advantages, unique resources and capabilities, different
proposals and distinctive prestige.
They generate Identity from the basis of the companies’ mission and where they are targeting. The
uniqueness of a company emerges from the soul and purpose of a potential client; hence the
proposal development is synchronized with this identity.
So, e-Types identity is differentiation, the identification of a challenge, to dig deeper into the client's
soul, and achieve a purpose beyond the norms and generality. That makes it its principal sustainable
competitive advantage and strategy perspective.
Having a strategy is essential for the e-Types’ success because it gives business time to get a sense
of how they are preforming, what their capabilities are, and if these capabilities are able to help them
grow. The strategy will explain, how to deal with its competitors, look at the needs and expectations
of customers, and will examine the long-term growth and sustainability of e-Types. A strategy can
identify trends and opportunities in the future. It can examine the broader changes in market such
as political, social or technological changes, as well as consumer changes, and can develop tactics
so your business can modify and develop to suit these future changes. Finally, by creating a business
strategy a company can create a competitive advantage and ultimately understand more about
themselves and where they are going.
A business strategy creates a vision and direction for the whole organization. It is important that all
people within a company have clear goals and are following the direction, or mission of
the organization. A strategy can provide this vision and prevent individuals from losing sight of their
company’s aims. IN these order of ideas, organizational culture can determine the success and
failure of e-Types and is a key component that founders must consider in the strategic management
process. Culture is a major factor in the way people in an organization outline objectives, execute
tasks and organize resources.
The growth of the firm is clearly stated from its remarkable position gained in the market. e-Types
should focus its strategy on a value creation model of innovation and differentiation. A strategy that
is certainly aimed at the future, concerns the long-term plan, and involves the different facets that
characterize e-Types’ identity. Competition is always a factor to have in mind, but it would be a
mistake to develop strategies only aimed at competitors. The strategies should also take into account
the organizational culture, sense of belonging, commitment, and evolution within the firm and among
its members.
Base on Henry Henry Mintzberg, e-Types could strength its perspective vision. They can also include
the hyper differentiation principles of Eric Clements in its strategy. In a midterm plan, it must ensure
consistency in the firm culture behavior. The company’s main goal is to make customers “price
insensitive” and continuous innovation and improvement to add value to the meaning of design to
create a sense of uniqueness and exclusivity, “deep delight” among the market. They should
continue pushing the boundaries of innovation, to keep doing what they feel most comfortable with
when they break new ground. As e-Types say, branding is an ever-changing field that demands
creative freedom to develop the right solution for the right time.
A brand identity is the most effective way any organization (startups, small businesses, agencies,
nonprofits, or others) can gain a competitive edge in an increasingly crowded marketplace. E-Types
should focus on global expansion plan by attracting more clients utilizing its limited resources
effectively. They need to mobilize the process of change through Executive leadership (Link strategy
with Company’s overall Performance). Focus on the core standards which will represent the best
capabilities of e-Types as a company. Develop Innovative designs which will provide e-Types the
competitive advantage over their competitors. Follow the VRIO model to present the design which
will reflect e-Types value. It should be valuable, rare and costly to Imitate by any other firms.
As per the E Types, if a firm's sources are valuable however can be mimicked conveniently, it might
have a short-lived affordable advantage. A sustained affordable advantage would certainly result
from resources which are important, rare and pricey to copy while at the same time the firm has the
ability to arrange these for an optimum advantage. it can be seen how a sustained competitive
benefit is possible via the company's versatility, market-orientated strategy, received long-term
relationships and ingenious skills of the business owner.
The VRIO framework complements other strategic analysis methods, such as a SWOT Analysis, to
provide your organization with clear-cut competitive advantages. A VRIO analysis can be applied
company-wide or to individual departments for a well-rounded view of how each aspect of your
business should position itself in the marketplace. It can be seen that e-Types uses a value-added
product, which is not just a way of getting high margins for the business, but is important for the
customer too.

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A STRATEGY FOR E-TYPES

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