Group Assignment 3
2010-01-19
2008-09-05
Kent Thorén and Matti Kaulio
1
Group Assignments
Group
assignments:
Adding Value
Service
production
& Launch
Making it
Happened &
Exams
F2F
2
F2F
3
F2F
4
F2F
5
Threat From
Substitutes
Beta
Learning (a)
Beta Learning
(b)
Case-based
Examination
Introduction
Business
Environment
F2F
1
Inventory of
competencíes
4-action
framework
2008-09-05
Kent Thorén and Matti Kaulio
2
Assignment 3 BetaLearning
Context
BetaLearning is a new product area within an established ICT company.
The product area – an e-learning package – can be sold to the customers
directly, or it could be kept on BetaLearning’s servers (ASP solution). The
package is offered as a service, customized for each client, based on a
generic platform.
The target customers for BetaLearning are global industrial companies such
as: Atlas Copco AB, Volvo Truck AB, ABB AB, with a particular focus on
training needs among sales forces and service engineers. Typically those
companies use BetaLearning’s E-learning tool for increasing key
personnel’s product knowledge when a new product is to be launched.
2008-09-05
Kent Thorén and Matti Kaulio
3
Assignment 3 BetaLearning, cont.
Challenge
The challenge BetaLearning face are to identify the value this product
creates for the customers and to establish corresponding price models. As
the service is new to the market, no established praxis regarding price
models exists, and BetaLearning knows that the initial decision they make
will be very hard to change in the future.
Your task is to act as a business development consultant for BetaLearning
by answering the following questions:
• What is the value created for the customer?
• What price model/strategy should BetaLearning use in it’s offering?
2008-09-05
Kent Thorén and Matti Kaulio
4
Final report
• The final report should present your
findings (answers to the two questions)
including an analysis and argumentation
for your findins
• The length of the reports should be 4-5
pages + cover page
2008-09-05
Kent Thorén and Matti Kaulio
5
Group Assignment 3
APPENDIX
2008-09-05
Kent Thorén and Matti Kaulio
6
Customer Value
Satisfaction of Needs
• Customer Value = ------------------------------Use of Resources
(Time, Money, Effort)
7/27/2016
2008-09-05
Kent Thorén and Matti Kaulio
7
Analyzing Customer Value:
Problem-Segment-Offering
The Problem/need
customers face
An identified
market (Segment)
Offering and
Revenue Model
7/27/2016
2008-09-05
Kent Thorén and Matti Kaulio
8
Revenue Models
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Producer model
Broker model
Consultancy model
Performance-based model
The TelCom model/combination model (fixed cost +
opening cost + variable cost; opening fee + downloaded
data)
The TechTrade model: Licenciering + royalty
The ”Gilette” model
The ”Drug Dealer” model
The ”Gore-Tex model”
The ”Adobe” model
The ”Singer” model
Internet Advertisment model
The Construction Industry model
7/27/2016
2008-09-05
Kent Thorén and Matti Kaulio
9
What is a Product?
- M. Kaulio 2008-09-05
Kent Thorén and Matti Kaulio
10