STRATEGIC MANAGEMENT

DEALING WITH CLIENTS WHILST PRESERVING THE SOUL OF THE COMPANY:

As presented in the discussion, the e-Types company prides itself with their passion for
something that their designers love and value. Their work involves dealing with clients whilst
preserving the soul of the company. Their basis as a company is dealing with clients which
provides sense of belongingness that strives towards something, creating identity that people
will feel at home in, a work that ultimately professes profound value while working everyday
to fulfill that promise. Ultimately, e- Types Company was founded on the desire to be different
than the norm.
The Dilemma
Accordingly, the company was invited to participate in a competition involving presenting a
logo design for Team Denmark. By doing so, their design will be evident in majority, if not all
of the merchandise of the team. Their predicament started when the company has come up
with two designs which depicted entirely different connotation and effect basing from their
company reputation. Their initial design was a traditional or classic logo which was well
received, however; the designers were unsatisfied with the design since it wasn’t the kind of
work they were proud of. This made them go back to the drawing board and created a
younger, radical design which the designers loved. This logo is quite edgy and practically sums
up the kind of work the company is envisioning itself to create and present to the public
despite being too edgy for the clients. Now, the company is torn between presenting the
design the client wants or the design which embodies the kind of work the company is vying
for.
Proposed Strategies
As described in the videos, e-Types Company has a definite and clear identity; given this fact,
they aspire and able to create identities for their customers that no other design firm would
create, focusing on originality and edge. So if e-type has been unexpectedly invited to bid for
a work against two more prominent competitors, it shows that their customer, despite the
limited design brief coming from the client, the company was expected or assumed to come
up with something innovative and radical which totally depictsthe designer. They are
projected to deliver a logo which the company is proud of and fit for their design style. By
presenting the type of output that matches with their company vision and the kind of work
they pride themselves of approach for their products, and charge premium prices for it. As
presented in the discussion of the course, the intangible factors are one of the major factors
in maintaining customer attraction to a product and/or services a company is offering. And for
e-Types Company, they can sell those factors, for instance: 1-An edgy and/or Nordic design
philosophy; 2-the story of an entirely complete new approach in terms of design world with a
complete new approach of design. Therefore, they could command eventually higher prices
which will result to a higher profit margin, allowing them to grow as a company. Given the
focus of the company to dwell or maintain on their image to create outputs that is right for
their design style, e-Types should present the logo that will embody their company’s mission
and preference as a whole. Considering the low probability of winning with a 20% chance of
selection, presenting the design would equate to the sincerity and the authenticity the
company is regarding the “soul” of their organization. These qualities are major players in the
consideration of the clients in terms of innovative and out of the box thinking which plays a
major role in the success of an enterprise. Further, Moving Forward In consideration of the
forgoing circumstances, it is a fact that the business world is a complex and rather delicate
environment that needs constant innovation and continuous drive to answer the changing
specifics that each business should be familiarized with. e-Types company have established
itself with as a company that is keen on achieving the prestige and respect for doing something
great. In their decision to continue as a company that is adamant on their sense of direction
as an edgy.