I attended all the courses related to this topic so my path will be the same one as I started with.

In the first two

assignments I suggested , in short, that E-Types should continue with his line. In my opinion, the main focus
MUST be the the differentiation from others: in this specific case, E-Types should continue with its classical
course of action, the second logo better decribes what kind of choices should be taken by E-Types.

1. Pick three implementation areas

goals and metrics;

communication;

resistance and risks.

2. Select a strategic option for e-Types

Focused differentiation from competitors to mantainthe Competitive Advantage

International Growth strategy in order to make more profits outside of Denmark

Deep web-based commercial strategy

3. Create an implementation plan

As said before, I recommend 3 implementation areas for the company.

Goals and metrics -> as a direct consequence of the implemantation, goals and metrics should be
adjusted. Short term goals and metrics should be preferred, in this case, to long term in order to prefer
the tactic over the strategy. Benefits and Salary Improvements must be guaranteed to all the
employees.

Communication -> new goals and metrics and new strategic implementation directly lead to new
communication. E-Types is a service flat structure composed by not so many employees. As the teacher
explained, few people means more communication. Communication must be supported through the
departments, totally avoiding a "from the top" based commuication but preferring an horizhontal one.

Resistence and Risk -> Due to the expansion's suggestion, company needs a complete rebuild.
Resistence and RIsk can be avoided with a fast and rapid action. In this way, the strategy will show
faster results, the trust on the managers will raise because there qill be no lack of action. The only one
questionable point regards a lack of agreement on solving the problems: communication will work on
these field.
Final recommendation

Searching through the web I've noticed that, despite the good website and lot of Academic researches made by
Universities (Harvard for example) there's a poor connection with customers. It seems that the company is
completely missing a sales/business development strategy.

a. social media: Why there's no one FB page where people can ASK MORE and KNOW MORE about this
company?
No one cares about you if you are not on the social media and if you don't interact with people.

b. how they find their clients? Have they got a deep and detail business development/Sales strategy?

The website is full of members names but the problem is, even if they are so "stylish", that they don't
"convert". It's better a direct link to the main members social media webpages (FB, Linkedin etc.) instead of a
simple web page full of names.