e-Types Strategy

Strategic Management
Anselmo Guedes
Rio de Janeiro, Brazil
July, 2017
 Context

e-Types is a company with a strong position smash the world with its
different way to work and final products (new brands, design, campaigns,
etc.)
They stated a firm and coherent perspective to its customers to do the best
and unusual work in the world.
To achieve it, they go deeply into their customers business, understanding
and living the business, sometimes better then its customers. They really live
the work.
The businesses are going well, with lots of work to do.
Its financial situation is pretty good, without big issues. They have cash to
maintain a sustainable business.
 Context

e-Types was invited to attending a competition to design the Denmark Team

new brand.
Situations regarding competitions:
The winner is awarded with some money
The winner can make some visibility, specially in this case
Competitions are based on strong rules, is not possible to live the customer
business
e-Types had developed two new brands:
An old-fashion brand, based on the only one briefing and competition rules, but
it doesnt represent the e-Types vision and spirit 80% chances to win
A modern new brand, based on its spirit and vision 20% chances to win
 Scenario Analysis

e-Types has a strong internal position and external perspective: smash the
world with their work and create innovative designs.
They want to deeply delight its customers.
They want to be proud of their work.
Money is not a big issue in the current scenario.
 Trade Off

make some money and visibility throughout an old-fashion work

X
keep their perspective of an innovative design company
 Strategy Recommendation

Present the modern new brand and keep the perspective of a innovative
company.
Although a possible win in the competition can leverage the visibility of the
company, it can break the vision of the innovation of the e-Types.
Strategy as Perspective and Delight the Customer, are strong success
factors to e-Types and its team.
 Strategy Implementation Plan

Short term plan Mid term plan Long term plan

Focus on quality and Expand the operation Act in the 5 continents

not on quantity for 50% of the Europe Be recognized the
Diversify the product and USA more innovative
portfolio (brands, Develop global Design Company in
books, outdoors, ads, campaigns for at least the world.
some kind of objects, 5 world wide
for museums, art companies.
galleries, for example)
Strategic Management
Anselmo Guedes
Rio de Janeiro, Brazil
July, 2017