STRATEGY FOR e-TYPES

STRATEGY FORMULATION
Strategic Management and Innovation CBS

By Luis Felipe Arenas

 “WE DO IDENTITY. AND THE
FULL RANGE OF IDENTITY
E-Types……what, who, why and how Need of strategy formulation…….
ü To achieve the organizational goal effectively and efficiently.
ü To become more competitive
E-Types is a design firm based in Copenhagen with ü To maximize the profit
an expanding potential international growing. Since ü To make a large market share
its foundation it bases its corporative vision on the ü And so on….
premise ”Smash the world”. This extremely
revolutionary company has emerged as a profitable,
ambitious and successful firm acquiring several
small firms, thus, ratifying its competitive
advantages, unique resources and capabilities,
different proposals and distinctive prestige.
Smashing the world!
So, e-Types identity is differentiation, the identification of a challenge, to dig deeper into the client's soul, and
achieve a purpose beyond the norms and generality. That makes it its principal sustainable competitive advantage
and strategy perspective.

PERSPECTIVE
E-Types shall continue its values-based strategy in order to keep its edge
and sustain value through time. In order to increase value over time, e-
Types should trim their perspective by defining a tweet-like value
proposition statement keeping in mind its core values and corporative
principles.

HYPER - DIFFERENTATION
Design driven innovation as a differentiation strategy.
Uniqueness is a strategic resource to bring more value to e-Types products.
Furthermore, for e-Types adopting a design-driven innovation strategy, it could not
only mean bringing more value to customers but also mean taking the competition
race to the next level where competition becomes less fierce.

The growth of the firm is clearly stated from its remarkable position gained in the market. e-Types should focus
its strategy on a value creation model of innovation and differentiation. A strategy that is certainly aimed at the
future, concerns the long-term plan, and involves the different facets that characterize e-Types’ identity.
Competition is always a factor to have in mind, but it would be a mistake to develop strategies only aimed at
competitors. The strategies should also take into account the organizational culture, sense of belonging,
commitment, and evolution within the firm and among its members.
SWOT
A N A LY S I S

SWOT analysis will help to clearly mark out - Strengths Weakness Opportunities &
Threats that the organization or manager is facing in the e-Types and will also
provides a priority list of problem to be solved.

STRENGTHS WEAKNESS OPPORTUNITY THREAT

Innovative product range and Limited Resources Increasing demand of their products Strong Competition and replication.

differentiation Human talent volatility

Client Preferences: Cost vs Quality Online sales
Single Minded leadership Approach, Economy slow down
No mass-production, fast producing Global Expansion
strong brand image and sustainable.
structure Barriers to enter new market
Reputation for being edgy creative.
 V R VRIO
A N A L Y S I S. I O

VALUE RARITY IMITABILITY ORGANIZATION

YES YES YES YES


The real question is, HOW is
e-Types going to create a exists only on paper, it is entirely
sustainable competitive
advantage that competitors
will have great difficulty
replicating
Fail to Embed the Strategy into
Operations – By itself, a strategy is a
guiding, coherent, policy that
governs how an organization
operates to create a sustainable
competitive advantage. If a strategy
useless. The e- Types strategy must
be operationalized.

“If you know the enemy and know yourself, you need not fear the
result of a hundred battles. If you know yourself but not the
It’s an inherited strategy,
enemy, for every victory gained you will also suffer a defeat. If you which was created for a
The existing organizational culture different time – Times change
know neither the enemy nor yourself, you will succumb in every can be an obstacle to strategy and the strategy needs to
implementation. The e-Types change with it.
battle” – Sun Tzu (544 BCE – 496 BCE), The Art of War culture can be characterized by
fear for making mistakes,
responsibility, participation, and
change.
 The future is close…..

Differentiation Resources
Continuous competitive strategy with E-Types has strong capabilities and
which the company seeks to resources hence the company will sustain,
distinguish its products and services its competitive advantage in the new E-Types has the
from competitors. Soul of uniqueness. market with them.
opportunity to trim
and strengthen a
long-term vision
based on a clear
perspective , not only
about what they do,
but most importantly
highlight their unique
Price insensitive focus values, culture and
Strategy that emphasize concentration on a Globalization processes.
specific regional market or distinguish buyer
niche with price insensitive target. In the international arena, flexibility and
superb communication emerge as
mandatory leadership skills. Structural
design must merge successfully with
foreign cultures as well as link foreign
operations to the home country