No Full Name Student ID

1 Bùi Lê Vi 2305001011

Capstone 2 Assignment
2 Vũ Phan Huy 2305001010

3 Lê Bảo Minh 2205003027

Presented by Group 6 4 Nguyễn Phạm Song Thư 2205003033

5 Vũ Việt Ái Linh 2205003021

6 Đỗ Hồng Giang 2305001008

 Level of Competition of Denmark’s
Design Industry
1 Market Structure Mix of large design firms, boutique agencies, freelance

2 Key Players Fritz Hansen, Bang & Olufsen, LEGO are Danish firms

3 Market Trends Famous for its emphasis on functionality, minimalism and sustainability.

4 Barriers to Entry Facing many challenges due to competition and high standards

Collaboration and Collaborate with professionals such as architects, engineers, marketers and
5
Networking manufacturers.

6 Government Support Delivered through design research and education initiatives and programs

7 International Competition Globalization increases access to design services and products from around the world,
Competitor - The analysis of other branding company’s current status

1.Landor:
*Strengths:
-Strong reputation for creating impactful brand strategies.
-Their ability to combine strategic thinking with creative design.
*Weaknesses:
-Their premium pricing.
-Face challenges in providing personalized attention.

2.Interbrand:
*Strengths:
-Their expertise in brand valuation and brand analytics.
-A strong global presence and has worked with numerous well-known brands.
-Establishing their credibility in the industry.
*Weaknesses:
-Their focus on larger corporations.
-Lean more towards quantitative analysis, potentially overlooking the importance of
emotional and experiential aspects of branding.

3.FutureBrand*
Strengths:
-Their forward-thinking approach to branding.
-Their emphasis on brand experience.
-FutureBrand's innovative strategies and design thinking.
*Weaknesses:
-Their relatively smaller global footprint compared to some of their competitors.
-Need to strengthen their strategic consulting capabilities.
 Evaluate the current state of competitors
4. Strategic thinking and brand positioning are key factors in
1. The branding market is highly competitive and dynamic.
the market.

2. Landor, Interbrand, and FutureBrand are prominent players 5. Digital branding strategies have become essential, with a
in the industry. focus on creating visually appealing digital brand identities.

6. Sustainability and ethical branding practices are gaining

3. Each company brings unique strengths and weaknesses, traction.
contributing to a diverse landscape of branding services. 7. Challenges in the market include premium pricing and
accessibility for smaller businesses or startups.
VIRO Analysis of E-Types
1: Identify valuable, rare, and costly to
imitate resources
‍a,Valuable
-50 creatives with different areas of expertise.
-The best man and woman on the job.
b,Rare
-Prioritizes the rare in their design and artworks.
-Challenges your ways and encourages new thinking.
-Craft bold solutions that inspire the people around them.
c,Inimitable
-Try to be innovative in their work.
-Dedicated to creating fonts that have something to say.
 5 Porter's Five Forces:
The threat of substitutes: Medium
The threat of new entrants: Low
Rivalry between established competitors: High
Bargaining power of buyers: Low
Bargaining power of supplier: Low
 Balanced Scorecard
Customer Financial

Objectiv Measure
Measures Targets Initiatives Objectives Targets Initiatives
es s

Develop
digital Achieve a Invest in new
Improve Customer Achieve Return
marketing Optimize 15% technologies
customer Satisfactio a CSI on
strategies shareholde annual and manage
satisfacti n Index above Equity
and r value. increase costs
on (CSI). 90%. (ROE).
personalize in ROE. effectively.
services.
 Balanced Scorecard
Learning and Growth Internal business processes

Objectives Measures Targets Initiatives Objectives Measures Targets Initiatives

Optimize
Develop Increase the Continuous Reduce processes
corporate Employee Employee training and Enhance Project project and
culture and development Development leadership operational Turnaround completion implement
employee Index. Index by 10% development efficiency. Time. time by Agile
capabilities annually. programs. 20%. methodolog
ies.