strategic management - e botha

Strategic Management by Copenhagen Business School - Etienne Botha [email protected]

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STRATEGIC MANAGEMENTCAPSTONE PROJECT

CASE STUDY DESIGNATED – WHICH DESIGN TO PRESENT

Submitted by: Etienne BothaDate: 07 July 2016

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TEAM DANMARK – A NEW VISUAL IDENTITYQUANDARY

TWO DESIGNS1 EVOLUTION

1 REVOLUTIONONLY 1 LOGO REQUIRED

=CLIENT REQUEST VS COMPANY VISIONStrategic Management by Copenhagen Business School -

Etienne Botha [email protected]


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OPTIONS AT HAND FOR TEAM e-TYPESOption 1 - To present the conventional logo with an 80% chance of winning.Option 2 - To present the edgy logo with a 20% chance of winningOption 3 - To present both logosOption 4 – wei wu wei


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MY ENDORSEMENT

Option 3 - Present BOTH the conventional logo as

well as edgy logo to TEAM DANMARK.

With an 80% as well as 20% window of opportunity, it will not only display poor leadership but also void of strategy, if passed on the prospect.

Etienne Botha

Reading through the transcripts of the conversation during the decisive meeting of e-Types, the question that comes to mind - was the final decision influenced by inflated ego? Lessons to be learned. More to follow.....


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MY STRATEGY - 01

Applying the principles of Mintzburg as well as Porter in a combination of:Phase 1: Embrace – Team DANMARK have given specific guidelines for the final product. Evolve, but keep existing elements and colours of the design.e-Types, NOT ONLY meets, but exceed client requirements. They create a ‘wow’ factor; client is more than interested, and suddenly yearn for more.


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MY STRATEGY - 02

Phase 2: Extend – Team DANMARK are still in conservative mode? No more.e-Types have just created an environment where the client is challenged inside of its own comfort zone; they are now intrigued. A window of opportunity opens to extend the client’s conservative train of though, into e-Types’ ultimate goal. Team DANMARK’s individuality is guaranteed; e-Types’ vison embodied.


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MY STRATEGY - 03

Phase 3: Evolve - Here I have chosen to replace Extinguish with EvolveThe client still feels in control, however are now inclined to change. From a conservative perspective, to a more revolutionized image, presented by e-Types, without feeling pressured.In this meeting e-Types have laid the path for short, medium as well as long term perspectives with Team DANMARK, through this course of action.

Etienne Botha

Merriam - Webster: Word Root of evolve. The Latin word volvere, meaning “to roll” or “to turn around,” gives us the root volv. Words from the Latin volvere have something to do with turning. To develop gradually.


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INFLUENCING FACTORS TO MY DECISION

‘smash the world’1. e-Types main objective from the start-up of the company was to revolutionize designing and the influence it could exert in their market – Strategy of Position.2. Just considering the huge amount of potential exposure; direct as well as indirect, e-Types could have by winning the Team DANMARK competition, through the Torino 2006 Winter Olympics and Beijing 2008 Summer Olympics, makes this decision – present both logos - the proverbial no-brainer.3. The company can still retain its identity, ensure continuation in a positive cash flow as well as enjoy multi-national profile-raising on the international market. Look as if e-Types is back in the Strategy of Position?!

JONAS: Why win the competition and maybe earn a little money?


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INCONCLUSION

E-Types challenge the client, delivering an edgy logo, presenting both disruptive vision and rewards.

Thus meeting the client’s expectations of being a market leader in the designing industry, which most probably led to the fact that they got invited for the competition in the first place. Their focus should be on value proposition.

By presenting the more conservative logo at the same time, the designers can the highlight the nuances between the two designs, leaving an option for the customer to make the final decision.

e-Types values and vision are represented with the client’s own identity still guaranteed.


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LESSONLEARNT

What makes a company and it’s people to be prosperous

Ability to Empathize‘There is simply nothing so important in business as understanding what other people are feeling and likely to feel in the future.’ – Geoffry James, Inc.comThis capability determines whether customers will want your products, whether employees will accept your leadership, whether colleagues will work well with you, and whether investors will be willing to take a risk on you.Human dynamics need to be an influencing as well as considerate factor to be taken in account when Strategizing.