Imagine that you are an employee at e-Types and you are in a meeting about the Team Danmark decision. You are trying to persuade your colleagues that your recommended course of action is best.

1. Stavros Batzakas
COURSERA | STATEGIC MANAGEMENT BY ROBERT AUSTIN 2016
Denmark Team
Logo by E-Types
EDGY OR CLASSICAL?

2. Review of our identity
 We are game changers.
 We want to ‘’Smash the word’’.
 We are progressive.
 We want to expand internationally.
 We want to express the people’s needs for
design.
 We produce unique radical designs.
 We are proud of what we do.
 We are E-Types.
About competition
 Let’s face it! Competitions are not share our
work philosophy!
 We work knowing the client’s real needs and
taste for design. In this case we have to work
only with the brief.
 If we win we get high visibility for our
company.
Three Options
Present the edgy design with 20% win
possibility.

3. Present the classical design with 80% win
possibility.
Present both and let the client decide.
I personally don’t agree with the above
possibilities and I will explain later why.
Decision
I’ll exclude the third option right from the start. If
we present both, it will be like we say ‘’ we don’t
have a character as a company’’ ‘’we want only to
win’’. So it will be BAD FOR OUR REPUTATION.
I am suggesting to present the first option.
The edgy design and not the classical. I will
explain why.
REASONS WHY
1. We will present the design that we truly
believe in.
2. We gain self-esteem because we are
supporting our beliefs for our work.
3. We give something that people will never
expect.
4. We show confidence in our choice.

4. 5. We keep our reputation as a game
changer.
6.We present something different.
7. We enjoy what do to and that could pass
to the client.
8. We won’t compromise easily just to win a
competition. A serious company will
never do.
9. It’s a chance to show the world what we
do. So, we must be true.
10. Product differentiation. We will gain
much with this design and we lose more
with the classical.
11. We must make a unique design in long
terms and this is a step towards that
goal.
12. How we will benefit from something
we don’t believe? We simple won’t.
13. Imagine that if we’ll present the
classical and win, then what? The world
will think that’s our main design style
even if it isn’t. This will be very bad for
our company.
14. We will offer our view of aesthetics.
15. Who wants a design that he knows
he can obtain it easily because it’s
common taste. Nobody.

5. We have better chances with the edgy
design in my opinion for all the above
reasons. In addition, all the company
employees will be proud happy with
this choice because this is what the
company represent. The ideals and the
beliefs behind this design.
Strategy implementation
Short term
Focus on small volume but high quality,
unique taste.
Express the client with our designs.
Invest in differentiation.
Build mutual trust with our customers.
Support our capabilities.
Offer a specific progressive design.
Medium term
Build a sustainable competitive
advantage through product
differentiation.

6. Continue expanding internationally by
investing in a specific marketing plan
which will enchance our communication
with possible customers.
Build a unique aesthetic which will make
us more attractive and visible to the
customers.
Long Term
Make our name echo across the
world of design.
Make a product that cannot be
imitated.
Expand worldwide.
Be the best at what we do.