Strategic Management Copenhagen Business School

1. E-TYPES

2. E-TYPES
The Question?
Q. What should the e-Types strategy be going forward?
Should they continue to prefer "edgy" work and build a
reputation for that? Or should they "grow up" and
broaden their approach to appeal to more clients?
Remember, this is an ambitious company; they want to
grow large, but growth costs money -- what direction will
allow them to fulfill their ambitions? Can they make
enough money being edgy? Or must they broaden their
appeal to grow?
A. Going forward e-Types should prefer to remain "edgy"
and use that differenciation to enlarge its profit margins
allowing it to achieve its ambition.

3. E-TYPES
The Strategy

4. E-TYPES
Background
• eTypes is a design consultancy
based out of Copenhagen
• It creates beautiful brand identities
based on strong ideas and strategy
• Its style is "edgy" or "Smash the
world" type
• It is build around a small team that
brings with them creative and
business skills.

5. E-TYPES
Why this Strategy?
• e-Types is result of a collective mind. They are individuals
united by common thinking
• It is important to preserve this synergy which results in
"edgy"
• Opening up to mass market appeal would mean lowering
prices and increasing investment, this could result in lost
focus
• e-Types has already established a position which is more
easily defendable and primed for growth. This should used
as a strength to build the brand on
• Higher margins based on differenciation of intagible will
allow the company to grow and compete against larger
rivals

6. E-TYPES
How to hyper-differenciate
• Ensure services fit individual customers
• Dig deep into the soul of client and their
strategy
• Incease information around e-Types story and
the services it provides
• Target customers using social networks and
word of mouth
• Increases customer stickiness based on
Intangible - personal touch & wow factor
• All of these efforts will result in reducing the
importance of price for the customer
Short
term
Medium
term
Long
term

7. E-TYPES
Impact
• As result of the strategy choosen, e-
Types will have to say no to certian
type of customers
• These will be prospects that cannot
be qualified to pay the "premium" of
delight or are looking for
conservative not edgy work.

8. E-TYPES
Which Design to present
• E-Types should present the "edgy" design
to Team Danmark as it conforms with the
suggested growth strategy.
• By selecting the "edgy" design the
competition will further establish e-Types
as an "edgy" design company and not
send any mixed signals about their
capability