4/10/2016
ENVIRONMENT ANALYSIS
1. What we know from video conversations:
1.1. e-Types do identity. And the full range of identity. It's from graphic design to who the
company is and how they should answer the phone and make a story for the company
they can use in anyway.
1.2. For e-Types TD is prestige client, its can be company face on television. It is something
winner wed like to tell potential clients weve done, so e-Types really want to win this one.
A very big deal for e-types if they could win.
1.3. Design competition is not the way e-Types like to work. They like to dig into the soul of a
company. Everyone who is in a competition has to work from the same document, the
design brief. e-Types can't just call up Team Denmark and say, I have a few more
questions, because that would be unfair to the other competitors in the design
competition.
2. Situation Problem
2.1. The problems that e-types had two designs, not one. They began with the brief, the
document that described what TD was asking for, in a new logo, in a new identity. This fact
generated a huge controversy. In the end, they came up with three options for how they
thought they might proceed. Present only the edgy design to the client. Probability of
winning the competition if they went this route was only about 20%. And by the way, the
designers agreed that the edgy design was unlikely to win, but they didn't care. They
weren't proud of the other design; they wanted to present work that they were proud of,
that fit their smash the world spirit. Option two, present only the classical design to the
client. Here, they believed, and by the way these numbers are just their own estimates,
they believed that they had an 80%chance of winning the competition if they went with
the classical design. And, again, the designers were adamantly opposed to it, despite it's
high probability of winning. Option three, they could present both designs and let the client
choose which design the client liked.
Solution Design
Company Mission- What they do - is clear: e-Types do identity. But e-Types vision - Where they
want to be in future is not clear. 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? They want to grow large, but growth costs money. In other hand it is a very big deal for etypes if they could win TD Competition. It is opportunity for company to raise their awareness as a
creative company.
In my opinion they should think about long term relations with TD, for opportunities not only for TD
Logo, but also for Web site, Printed materials; office accessories etcSo e-Types should more
precisely investigate Customer and their stakeholders needs and exploit real needs and make
new design according (New solution).
Yes it is problematic to communicate with TD about project details directly, but this issue can
be resolved by researching public resources and industry trends. e-Types should be flexible
against problems. They should create not only edgy / creative products also edgy /creative
relationships with clients. All clients, especially TD, valuable. e-Type should provide client with
great Value and client will be ready to accept proposal. So my advice is creating something
edgy with a classical tone without affecting the TD nature and current positioning - Different,
Blended variant.
Yes, wining the competition is very important, but e-Types can benefit from participation also.
Why not to organize online survey to exploit preferences about subject and Online Voting for
TD Logos. It will be great if e-Type will invite competitors to publish their solutions for voting. This
will demonstrate companys openness and raise its awareness. In other hand public activities
will help TD team break any conservative limitations and make preferences in favor of more
modern design. But it is possible if e-Types have enough time to perform these activities.
But if e-Types have not enough time, my recommendation is Option three, and they could present
both designs and let the client choose which design the client liked. Because in this case still is
chance for edgy design and opened opportunity to work with TD in short distance, this is way to
break TDs conservative environment, by educating client and implementing other projects. This
should be long term strategy. Dont forget about income also.
April 10, 2016 Page 2
e-Types - CAPSTONE PROJECT: STRATEGY IMPLEMENTATION PLAN
Both recommendations will keep e-Types employees sufficiently happy and move e-Types in the
direction of future success and growth.
Company should formulate Strategy for e-Types development which can based on the following:
Values
o Capture Opportunities and make things happen;
o Do things better than anyone else in identity industry;
o Foster openness, respect and create excitement;
o Teamwork, Innovations and Creativity.
MISSION
o We do Identity.
Vision
o We will be the most valued business partner of all our customers.
References:
http://e-types.com
https://en.wikipedia.org/wiki/E-Types- e-Types Awards
http://www.teamdanmark.dkThe Danish Elite Sport Act.
https://books.google.ge- Nordic Elite Sport: Same Ambitions, Different Track.
1
2
http://www.managementstudyguide.com
Strategy Formulation by Marcus Mller Larsen - Copenhagen Business School (via www.Coursera.com)
http://business-fundas.com/2011/michael-porters-5-forces-model/
https://www.mindtools.com/pages/article/newSTR_89.htm
5 BCG Growth Share matrix - http://www.netmba.com/strategy/matrix/bcg
3
4
1.
2.
3.
Values
1.1. Capture Opportunities and make things happen;
1.2. Do things better than anyone else in the identity industry;
1.3. Foster openness, respect and create excitement;
1.4. Synergy, Teamwork, Innovations and Creativity.
Mission
2.1. We do Identity.
Vision
3.1. We will be the most valued business partner of our customers;
So our recommendation for e-Types strategy is: Listening to the customer and remaining tied
to their core values are both important aspects. Customers should trust them with their
concepts. e-Types must reinforce its existing business perception and culture through. This
will raise Market Growth in the attractive industry and Raise e-Types market share. In
general lack of considering of customers needs is source of the sub-optimal strategies and
Companies failing. In this attractive digital market, No Company can control Customers,
Company only can propose valued for customers (Value Cost paid and Benefits
received - from customer side of view!). Customer will Vote between proposals otherwise
company will be candidate for List of Failed Businesses and Unsuccessful Companies.
3. E-Types Strategic Objectives - Taking into account all of the steps that are necessary to achieving
each of e-Types goals we draw e-Types strategy Objectives in 3 dimensions: Corporate, Business and
Functional objectives (companion material). They should be prioritized and planned during Strategy
Implementation process.
Capstone Project: Formulating a Strategy in a 21st Century Creative Company Link There
Sustainability of the expected state - Proposed strategy will raise Market Growth in the attractive
Identity industry, Raise e-Types market share and positively affect companys financial balance. In
general lack of considering of customers needs is source of the sub-optimal strategies and
Companies failing. In this attractive digital market, No Company can control Customers, Company
only can propose valued for customers (Value Cost paid and Benefits received - from customer
side of view!). Customer will Vote between proposals otherwise company will be candidate for List
of Failed Businesses and Unsuccessful Companies
4. Our recommended specific actions in the focus areas:
3.
To Support e-Types new strategy implementation, we recommend following specific actions within that
3 Focus Areas:
Goals and Metrics (1) (Business Growth Perspectives and Sustainability considerations)7
4.1.
Financial Perspective
4.1.1. Sustained Shareholder Value - healthy Cost Structure supports e-Types Growth and Shareholders Value Proposition.
4.2. Customer Perspective
4.2.1. Service Excellence Excellent customer relationship increases Customers value and Opens New opportunities;
4.2.2. e-Types - Trusted Business Partner;
4.3. Internal Business Process Perspective 4.3.1. Process than enhance and Deliver Edgy products - Continuous process Improvement strategy minimizes strategy
implementation risks and raise company effectiveness.
4.3.2. Process That enhance Customer value Raisin Customer value supports Company Growth;
4.4. Internal Business Process Perspective
4.4.1. e-Types Human Capital Continuous Improved e-Types Capital will support Companys Sustainable Development;
4.4.2. e-Types Informational Capital
4.4.3. e-Types Organizational Capital
https://www.coursera.org/learn/strategy-implementation/lecture/8ze1X/what-to-communicate
April 10, 2016 Page 6
1. Why the company should have a new strategy in the first place. What's the Business Rationale for
this strategy, and why is change needed? What does the new strategy aim to achieve? If the
new strategy should bring new revenue or bring your company to a new line of business or
develop new capabilities.
2. What will be the new organizational structure? Will there be any changes?
3. What will be e-Types managers role as the leader of the organization in that structure? Is it to
make all decisions and have a very centralized organizational structure for example?
4. What will be the role of e-Types employees in the new strategy? If we're talking to the Marketing
Department, what will they need to do to help implement the new strategy? And if the strategy
involves layoffs or budget cuts or other bad news say them openly and clearly, otherwise rumors
will start.
The goal of communication is to clear up uncertainty and if there is any bad news this is what many
people in e-Types will care about.
Recommend specific actions within that 3 aspect described in the Companion Material: e-Types-
Giorgi Lobjanidze
www.linkedin.com/in/giushki
Capstone Project:
E-Types Mission - What they do - is clear: e-Types do identity. But e-Types vision - Where they want to be in
future is not clear. 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? They want to grow large, but growth costs
money. In other hand it is a very big deal for e-types if they could win TD Competition. It is opportunity for
company to raise their awareness as a creative company.
Supplier Power
Treat of Substitution
Competitive Rivalry:
1.
2.
3.
4.
Bayer's Power:
1.
2.
3.
4.
6
8
1.
2.
3.
4.
5.
6.
7.
8.
SWOT Analysis
1.
Strengths (What do e-Types do well?/ What unique resources can e-Type draw on? What do others see as e-Type strengths? )
1. Talented Staff in the Modern Identity industry Design;
2. Good implemented Modern / Edgy projects portfolio;
3. Team Working Synergy Producing Joint effect in the approved projects.
4. The e-Types owners like to challenge themselves and their clients to create radical, innovative designs.
5. e-Types challenge Clients edgy ways and encourage new thinking.
6. Stated desire to reexamine and appropriately adapt their activities in a constant learning process;
2.
Weakness (What could e-Type improve? Where does e-Type have fewer resources than others? What are others likely to see as weaknesses ?)
1. Strategic Thinking Synergy No agreement about company future.
2. For e-Types owners, money is not as central as their personal satisfaction of doing what they love, the way they love doing it.
3. No clear arguments about Refuse to work on certain jobs;
4. Poor and not organized effort to Reexamine and appropriately adapt their activities in a constant learning process;
5. Long time discussions about next steps and no decisions about customers real preferences;
6. Weak habits of value proposition to customer (Value Cost paid and Benefits received - from Client side of view );
3.
Opportunity (What opportunities are open to e-Types? What trends could e-Type take advantage of? How can e-Type turn their strengths into opportunities ?)
1. Internet / Dotcom boom Opportunity for easy research information about clients and industry trends;
2. Entering in the new market segments: Web Site, Printing materials
3. Visibility which highlights company vision to the public;
4. Awareness as a Creative, Open and Client friendly Company;
5. Growth via a constant learning process.
4.
Threads (What threats could harm e-Type? What is e-Type competition doing? What threats do e-Types weaknesses expose Company to ?)
1. Internet / Dotcom boom Opportunity for all rivals in the global and local market;
2. Refuse to work on certain jobs, turning down those clients that do not fit in with the creative edge e-Types is accustomed to deliver its
clients;
3. e-Types partners might send a negative message to their work force that can in turn, distance themselves from their ideals;
4. Risk of losing the edge and efficiently compete in a usually saturated market.
Functional Objectives
Capstone Project:
Strategy implementation is the translation of chosen strategy into organizational action so as to achieve strategic goals and
objectives. Strategy implementation is also defined as the manner in which an organization should develop, utilize, and amalgamate
organizational structure, control systems, and culture to follow strategies that lead to competitive advantage and a better
performance. or goal is e-Types Strategy plan development.
For e-Types Strategy Implementation plan development following activities should be performed:
1.
2.
3.
4.
Functional Objectives
MISSION
We do Identity.
Vision
Strategy
Service Excellence;
Trusted Business Partner;
Value Proposition;
Enhance Customer Visibility (Internal and
External).
Financial
Perspective
What are our most
important financial
outcomes?
Customer
Perspective
Improve e-Types
Financial Health
Service
Excellence
Enhance
Revenue
Opportunities
Trusted
Business Partner
Improve
Operational
Efficiency
Broaden
revenue Mix
Value
Proposition
Customer
Growth
Process
Perspective
At what do we need
to excel to fulfill
customer
expectations?
Organizational
Perspective
How will we sustain our
ability to improve?
Process than
enhance and Deliver
Edgy products
Develop new
products
e-Types
Human Capital
Process That
Enhance Customer
value
Understanding
Customer
Segments
e-Types
Informational
Capital
Provide
Valuable
Response
Innovative product
development cycle
e-Types
Organizational
Capital
Enhance
Customer
BRAND
Cross-Sell
the Product
Line
Shift to
Appropriate
Chanel
e-Types
Customer
Capital
Organizational Structure
Communication