Coursera Final Assessment

e-Types Strategy
Executive Summary

Introduction of the Company:

E-Types is a brand agency based in Copenhagen, Denmark. It was

founded in 1997 by a group of young graphic designers. It officially became
E-Types Group in 2010. It has been a subject of academic research by scholars
from HBC and CBS.  Since 2006, E-Types had been invited to participate in a
competition where they had to create a new logo for the Denmark National
Team. In this competition, E-Types gained a great reputation for edgy and
unusual design it made in the competition. The dilemma that the company is
facing is that it has little or no brand awareness. As a result of this, it is difficult
to determine who its target market really is.

According to businessjargons.com, a business strategy is the course of

action or set of decisions which assist the entrepreneurs in achieving specific
business objectives. This process is essential to an organization’s success,
because it provides a framework for the actions that will lead to the
anticipated results. A strategy goes hand in hand with both an organization’s
internal and external environment including the organizational culture and
the competition respectively. In the case of E-Types, improving customer
retention would be a great strategy if they begin by raising brand awareness.

As a result of the fore mentioned strategy, a detailed analysis of the

strategy will be developed including:

 What are the products/services sold by E-Types?

  What are their missions or visions?
 What/ who are their target market?
 What exactly does E-types want to compete as in markets?
 Who are E-Types’ target market?
 Do they have any plans to expand their market globally?
 How advantageous is the market they want to get into?
 How is the environment like in the area they wish to compete in.

After answering the above-mentioned question, a strategy can be

formulated.

From the strategy formulated, conclusions shall be drawn thereby be

suggesting some recommendations.