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TMP 120 (Bogart) Week 1 Notes


TMP 120 (Bogart) Week 1 Notes TMP 120

Marketplace > University of California Santa Barbara > tmp > TMP 120 > TMP 120 Bogart Week 1 Notes
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About this Document

All lecture notes from week 1 of TMP 120 with Bogart.
Business Strategy
Class Notes
TMP, tmp120, business, UCSB




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This 3 page Class Notes was uploaded by on Friday September 30, 2016. The Class Notes belongs to TMP 120 at University of California Santa Barbara taught by Bogart in Fall 2016. Since its upload, it has received 8 views. For similar materials see Business Strategy in tmp at University of California Santa Barbara.


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Date Created: 09/30/16
Monday, September 26, 2016 TMP 120 - Dr. Karen Bogart Lecture 1 - 9/26/16 - TMP Program • Technology Management is focused on translating new technical ideas into marketable innovations • Business fundamentals, professional skills, innovation and entrepreneurship • Business skills to complement technical abilities, to work effectively within entrepreneurial teams - INTRO. LECTURE 1 SLIDES ON GAUCHOSPACE Lecture 2 - 9/28/16 - Industry & Competitor Analysis • Strategy: It’s About Winning - Creates a unique sustainable advantage - Common Elements of Strategy • Long-term and consistent goals • Deep understanding of the competitive environment • Objective assessment of resources and capabilities • Effective execution to reach the goals - Strategy Aim: Creating Value - Key questions: • Where to compete? • How to compete? • Strategic Fundamentals: Collis and Rukstad - Vision Statement: What do we want to be. Aspiration. - Mission Statement: Why we exist. Our Purpose. 1 Monday, September 26, 2016 - Values Statement: What do we believe in, how will we behave - Strategy • Objective — the ends • Scope — the domain of activities • Advantage — the means to obtain the “ends” - Balanced Scorecard: How we will measure - The Strategic Sweet Spot: Where the needs of the customers’ and the resources of the company intersect in a way that rivals can’t compete given the context of the market place • LifeSpring Hospitals Limited - Mission: Deliver high-quality, affordable mental health care to low-income mothers across India. An alternative to government hospitals and higher priced private hospitals. 150+ hospital aim. - Needs: High maternal and infant mortality rates. Mother: >200/100K. Infant: >40/1K. Average mother’s age: 20. - Model: Small sized (20-25 bed) maternity hospitals near urban slums - Core Maternity Services: Antenatal and postnatal care, normal and caesarian deliveries, family planning services, pharmacy, pediatric, and health education services - Business Model: • Pricing: 30-50% below market - Normal delivery: $40 vs. $200 • Hospitals profitable in 18-24 months • 82,000 women have been served - Advantage: Leading maternal care provider at below market prices for low income Indian mothers without healthcare - Plan: • Specific target market with a consistent value proposition 2 Monday, September 26, 2016 • Marketing & Sales: Outreach. Awareness. Influence decision-makers • Product: Limited focus and services (maternal and infant care) • Operations: Repeat the proven, simple model • Growth: Expand on slow, proven business success (150+) • Strategy Aim: Value Creation - Customer Value: Money that customers are willing to pay for a good or service - Company Value: “Profit” or surplus of revenues over costs - Value Added: Difference between the value of the firm’s output and the cost of all its material inputs - Stakeholder Value: Financial • • Community • Employer • Society • Environmental • Customer care • START AT SLIDE 10 —> 3


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