Group Assignment 4
2010-02-16
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 4 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 4 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.
On the basis of your decisions taken in your previous exercise, Your task is
to answering the following questions:
• In order to deliver the service suggested in the previous exercise
– what would your organization do?
• What would partners do (specify them)?
•What would the customer(s) do?
• What is in it for each partner?
• How do you share the (economic) value generated with each partners?
2008-09-05
Kent Thorén and Matti Kaulio
4
Final report
• The final report should present your
findings (answers to the 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 4
APPENDIX
2008-09-05
Kent Thorén and Matti Kaulio
6
Customer Value
Satisfaction of Needs
• Customer Value = ------------------------------Use of Resources
(Time, Money, Effort)
3/22/2016
2008-09-05
Kent Thorén and Matti Kaulio
7
Describing a Service:
The Customer Interaction
Process
Customer/User
Technical
Interface
Visibility Line
Front Office
Personnel
Technical
Infrastructure
2008-09-05
Kent Thorén and Matti Kaulio
8
8
Flexibility – The Shamrock organization
Co-suppliers
Core
personnel
Customers
Temp workers
Core personnel: Maintain the core competence of the firm, difficult to substitute,
high requirements on work and working hours, high salaries, few managers.
Co-suppliers: Firms or freelancing individuals, paid by result – not time,
mainly core activities
Temp workers: Part-time or project employed personnel, mainly service activities,
often a ”portfolio of jobs”
2008-09-05
Kent Thorén and Matti Kaulio
9
McKinsey: Matching People and Jobs
Human capital: Who are the most crucial employees?
Top
Executives
Knowledge Workers
Middle Managers
Skilled Workers
Less-skilled Workers
Bureaucrats
Complex
Services
2008-09-05
Simple
Services
Complex
Distriutio
n
Complex
networks
Kent Thorén and Matti Kaulio
Complex
Production
Simple
Productio
n
Governm
ent
Nonprofit
10
Matching People and Jobs,
cont.
Engage
Deploy
Plan
Develop
Reward
Key Requirement
Top
Executives
Develop succession and riskassessment plan
Knowledge
Workers
Deploy workers to achive
maximum utilization
Middle Managers
Link compensation to individual
and group performance
Skilled Workers
Plan workforce size and
requirements; share bestpracticee
Less-skilled
Workers
Reduce turnover cost
Bureaucrats
Deploy workers around annual
budgetary constrains
2008-09-05
Kent Thorén and Matti Kaulio
11