Case Study Learnings

1. E TYPES
Strategy Formulation

2. ABOUT THE FIRM
 E-Types was founded in Vesterbro, Copenhagen, in 1997 by a team of
young graphic designers.
 Over the past decade E-Types has developed from a business of five
employees into a consultancy of 50 strategists, designers and account
managers. In 2010 E-Types became part of E-Types Group.
 Founded by - Camilla Frederiksen
Jens Kajus
Jonas Hecksher
Mads Elleberg Petersen and others

3. INDUSTRY ATTRACTIVENESS AND PEST
Political -
Economic -
Social -
Technical -
Extremely Stable with no influence or license required from the
government
8th most strongest free economy market with access to
Eurozone makes it have a Strong economic backing
Catering to non conservative customers has a risk when
growing as a startup. Moderate risk
There are no specific technical challenges for designers
except good human resource. Low risk
Industry attractiveness overall – With a low overall risk and strong economic and
political backings , investing in this startup can be a lucrative opportunity

4. 5 FORCES FRAMEWORK
Competitiv
e Rivalry
Bargaining power of
suppliers
1. Is low because they are
the main producer and do
not depend on any one
else for raw materials
Threat of Substitutes
1. Is moderate as it
requires brand
recognition
2. Lack of enough
skilled human capital
mitigates it.
Threat of New Entry
1.Difficult as it is a
capital intensive business
with human resources
being at it’s core vs.
tangential and intangetial
assets
Buyer Power
1. High risk as there are
many alternative
design agencies for
buyers to choose
2. Also many support a
conservative portfolio

5. SWOT & VRIN FRAMEWORK
STRENGTHS
1.Huge portfolio
2. Innovation in
design
WEAKNESS
1. No support for
conservative design
2. Lack of cash
flow
OPPORTUNITY
1. Creation of brand
equity
2. Rapid scalability
by startup
THREATS
1. Immediate copies
of design
2. Poaching of
human resources
Resource Value Rarity Costly to Imitate Organized
Specialized Labour High –
Adds to
service
Low No – Can be
changed
Yes
Brand Very
High
High Yes – Needs lot of
investment
Yes – creates
consumer value
Innovation High Low Yes – Needs skilled
resource
Yes

6. STRATEGY FORMULATION – SHORT & MEDIUM
 For the short term strategy management should focus on a growth
strategy with differentiation at it’s core
 It should stick with it’s core values (of being edgy) in the early phase as
employees provide the core of it’s support and it has an homogenous
culture to move ahead
 The novo nordisk project was a big success and showcased the
innovation of the team
 Medium term strategy should be branching out with multiple product
lines with a stabilization strategy focusing on hyperdifferentiation with
brands like Vipp
 Also provide conservative lines under a different label to increase cash
flow and cover a larger base of consumers

7. STRATEGY FORMULATION - LONG
 Long term strategy should focus on having multiple streams of revenue
 Can be established as an MNC focusing and adapting to local cultures
 Should have a moderate cash buffer to tide over unprecedented scenarios
and have cash for attracting good resources
 Should create brand equity which makes it very difficult for new
entrants to substitute the brand
 Create a culture which encompasses a central idea of being edgy at it’s
core.