1 2008-09-05kent thorén and matti kaulio group assignment 3 2010-01-19
DESCRIPTION
Kent Thorén and Matti Kaulio 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. Assignment 3 BetaLearningTRANSCRIPT
12008-09-05 Kent Thorén and Matti Kaulio
Group Assignment 3
2010-01-19
22008-09-05 Kent Thorén and Matti Kaulio
Group Assignments
F2F1
F2F2
F2F3
F2F4
F2F5
Introduction Business Environment Adding Value
Service production& Launch
Making it Happened &
Exams
Group assign-ments:
Threat From Substitutes
Beta Learning (a)
Beta Learning (b)
Case-based Examination
Inventory of competencíes
4-actionframework
32008-09-05 Kent Thorén and Matti Kaulio
ContextBetaLearning 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.
Assignment 3 BetaLearning
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ChallengeThe 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?
Assignment 3 BetaLearning, cont.
52008-09-05 Kent Thorén and Matti Kaulio
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
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APPENDIXGroup Assignment 3
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Customer Value
Satisfaction of Needs• Customer Value = ------------------------------- Use of Resources (Time, Money, Effort)
05/03/23
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Analyzing Customer Value:Problem-Segment-Offering
An identified market (Segment)
The Problem/need customers face
Offering and Revenue Model
05/03/23
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Revenue Models • 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
05/03/23
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What is a Product?
- M. Kaulio -