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E-Types Executive Summary: Firm Description & Objective

E-Types is a design firm located in Copenhagen that was founded in 1997. The firm gained recognition in 2006 for its edgy designs. In 2010, it became part of the E-Types Group. The Danish national team approached E-Types in 2006 to design its brand image. While three designs were presented, the founders and managers preferred a more traditional design, unlike the designers. This caused disputes within the firm. Going forward, E-Types needs a strategic plan to address growth and internal disputes, which could involve a SWOT analysis and pursuing either a product differentiation strategy targeting premium clients or a cost leadership strategy targeting a broader market through lower prices.

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Rami Khaddaj
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236 views2 pages

E-Types Executive Summary: Firm Description & Objective

E-Types is a design firm located in Copenhagen that was founded in 1997. The firm gained recognition in 2006 for its edgy designs. In 2010, it became part of the E-Types Group. The Danish national team approached E-Types in 2006 to design its brand image. While three designs were presented, the founders and managers preferred a more traditional design, unlike the designers. This caused disputes within the firm. Going forward, E-Types needs a strategic plan to address growth and internal disputes, which could involve a SWOT analysis and pursuing either a product differentiation strategy targeting premium clients or a cost leadership strategy targeting a broader market through lower prices.

Uploaded by

Rami Khaddaj
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

E-Types Executive Summary

Firm Description & Objective:


e-Types is a distinct firm located in Copenhagen, Denmark. The company was founded in 1997
and has more than 50 employees. The firm has been in spotlight since 2006 and has a
reputation for its edgy and unusual designs. The four designers who were the founders at e-
Types were frustrated with everyday design they were experiencing among brands and stand
by the claims of ”smashing the world of design”. In 2010, e-Types became a part of e-Types
group.

Client Proposition:
e-types were approached by the Danish national team in 2006, to design their brand image,
which created a lot of controversy in the company between designers versus founders,
managers and other employees of the firm. Three designs were presented to the client where
everyone liked the first option which was more of a traditional design, except the designers in
the company who were reluctant because of strong principles based on edgy design and thus
created another option, but the client preferred the first one. A lot of money was at stake here
given the opportunity for significant exposure of the firm will help it to be a prominent brand in
Denmark.

Strategy Formulation:
Based on the above client proposition, e-Types should put a proper strategic plan in pace for its
future growth or else there would be a major consequences if disputes in the firm continue. A
thorough SWOT analysis is needed to put this strategic plan in place. Holding by its brand name
as a leader in edgy and catchy designs, the strategy of high product differentiation and charging
premium prices for specific clients can be beneficial, but the company can also money and
reputation if they turn down important clients such as the Danish National Team.
Thus, a pivot to cost leadership strategy can be done by e-Types if it establishes another unit or
expands its own resources that specifically caters to broad number of clients who prefer
traditional and conventional designs. This comes with an insurmountable amount of risks as a
lot of strategic team planning will be required up front.
Risk/Opportunity:
1. Competitors could easily replicate designs and can steal profits if the designs of e-Types
becomes too mainstream.
2. If the company in unable to acquire premium clients, then the whole notion on which e-
Types is identified as a brand can crumble.
3. E-Types may also be seen as traditional design firm by its customers and competitors.

Conclusion:
- E-Types can formulate a product differentiation strategy and create edgy designs for its
premium clients and enjoy high profit margins.
- A cost leadership strategy could be useful to capture a broad market share and those
who prefer traditional/conventional designs pricing its product low to moderate. Profits
can be anywhere low to high. Establishment of another unit is required.

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