Marketing and Innovation: Consumer Analysis, Innovation Concept Statement, Business Model Canvas and Service Gaps Model

This report discusses the importance of marketing and innovation in attracting and retaining customers. It covers consumer analysis, JBTD frameworks, force diagram, innovation concept statement, forecast analysis, business model canvas, and service gaps model.

MARKETING AND
INNOVATION

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
STAGE 1 INNOVATION CONCEPT DEVELOPMENT.............................................................3
TASK 1: CONSUMER ANALYSIS..............................................................................................3
1.1 Develop target customer’s persona table...............................................................................3
1.2 Job to be done framework and force Diagram to understand target customers.....................4
TASK 2: CREATING THE INNOVATION CONCEPT STATEMENT AND FORECAST
ANALYSIS......................................................................................................................................6
2.1 Innovation concept statement.................................................................................................6
2.2 Forecast analysis using Dent-PC or SIP-CCC frameworks...................................................7
STAGE 2 INNOVATION CONCEPT EVALUATION.................................................................7
TASK 3: BUSINESS MODEL CANVAS......................................................................................7
3.1 One- page poster of BMC......................................................................................................7
3.2 Elaboration of the BMC (400)...............................................................................................9
TASK 4: SERVICE GAPS MODEL.............................................................................................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is one of the important function performed by the marketing manager of
organization to attract and retained customers in the firm. Company by focusing on bringing
innovation in the society is able to influence maximum individuals to be the part of organization
for its overall growth and development (Baines and et.al., 2021). This report consists of detail
related to consumer analysis, JBTD frameworks and force diagram. Furthermore, it has
contained detailed related to job or progress that person wants, forecast analysis through making
use of Dent-PC. Lastly it has included business model canvas and service gap model.
STAGE 1 INNOVATION CONCEPT DEVELOPMENT
TASK 1: CONSUMER ANALYSIS
1.1 Develop target customer’s persona table

1.2 Job to be done framework and force Diagram to understand target customers
1. JBTD FRAMEWORK AND FORCE DIAGRAM
ROBERT SMITH
SKILLS
 Communication skills
 Interpersonal skills
 Digital technology skills
 Decision making skills
PERSONALITY
Introvert Extrovert
Thinking Feeling
Sensing Intuition
Judging Perceiving
Male of 35 age
Working at Drax Group Plc
Income 250000 per year
Location: United Kingdom
 Functional
 Emotional
 Social
Robert smith is the person that like to have
more innovative and creative products and
services to satisfy their respective wants. It
like to travel different place and enjoy its
leisure time and money. Such as mostly prefer
sole travel.
Functional
Emotional
Social
STRUGGLE TO GET JOB
DONE
 Face obstacle while
working with different
individuals.
PERSONAL DETAILS

2.
Job- to –be –done
Functional Criteria Emotional Criteria
Social Criteria Social criteria
FORCE DIAGRAM OVERVIEW
3. ANALYSIS
A) Desire job or progress the person wants
ROBERT SMITH is the person that belong to age group of 35 years that want to try new
and innovative things in life to have fun and enjoyment. Likewise, as per the functional
criteria it wants to prefer travel that is cost effectively. Furthermore, it enjoys to work with
range of people, learn about their social and culture and meet other people for better
TRAVEL TO ANOTHER CITY FOR
DIFFERENT WORK
 Cost with travel
budget
 Enjoy working with
team and generating
new ideas or making
use of them.
 Try to adapt myself as per
the social and culture.
 Need respect and recognition
 Wants a leisure and
sole travel.
 Think positively to
everything or quickly
adapt new things.
PUSH
In external environment, there are
many people that wants to have sole
travel that has motivated Robert to
enjoy the same.
HABIT
ROBERT SMITH like to travel
different destination to have fun and
entertainment.
ANXITEY
It has to try new trend of sole travel
to enjoy its life.
PULL
The trend of sole travel is new in
tourism and hospitality sector of
UK.
ROBERT
SMITH

understanding of their values and preferences. It like to give and take respect and recognition
from other, adapt itself as per their custom, tradition, value and belief. It wants to do
whatever it likes to do, have more challenges and activities as well as interested to learn from
its mistake thus in simple words want to have freedom and fun (Efrat, Gilboa and Yonatany,
2017). Enjoy its leisure time through avoiding all type of stress and enjoy each and every
movement.
B) Circumstances and context that affect the struggle for progress
The struggle progress has been affected by the various factors that has been explained in the
above diagram of force field. Such as Push, likewise in external environment, there are many
individuals that like to enjoy and travel different place to get rid of their stressful life and have
entertainment. With rapid growth of travel and tourism industry, there has been demand of sole
travel by tourist or people that are highly interested to visit different destination to have fun and
enjoyment. So, customers such as Robert smith like to enjoy life, have fun and avoid
responsibility and emulate celebrities and win respect from others (Thiaw, 2021). Along with it,
he like to be excited and challenged and free to travel and likes to build relationships and be fit
and healthy. All these habit influence Robert to have sole travel to meet its requirement or have
anxiety to try sole travel for its happiness.
TASK 2: CREATING THE INNOVATION CONCEPT STATEMENT AND
FORECAST ANALYSIS
2.1 Innovation concept statement
BRIEF DESCRIPTION OF THE INNOVATIVE CONCEPTS
The new innovative concept is sole travel as each and every individual have its own taste and
preferences so they want to travel, do thing as per their requirement and needs. So the concept
of Solo travel has provided them opportunities to enjoy activities, have fun and entertainment
as per their respective wants.
CURRENT MARKET NEEDS
In recent scenario, most of the people are preferring to have solo travel so more and more
companies operating in hospitality industry are planning to make traveller feel comfortable.
They also want somewhat unique and better experience so it has motivated companies
operating in hospitality sector to take step to satisfied employees wants in effective way

(Aksoy, 2017).
SOLUTION
The Apex hotel is one of the growing hotel in hospitality and tourism industry in order to
adapt itself with the changing environment has plan to make more attractive and creative
interior design. Furthermore, cultivated informal atmosphere, emphasis on reducing the barrier
between the guest and staff member thus contribute in providing a better environment to them
to have fun.
2.2 Forecast analysis using Dent-PC or SIP-CCC frameworks
Through making use of Dent-pc frameworks, it has helped in understanding that technology
may be one of the external factor that impact on sustainability of proposed innovation. As
technology keep on changing to meet the needs and requirement of the customer’s in best
possible manner. Likewise, in recent scenario, most of the companies operating in hospitality and
tourism industry are making use of social media and other platform to attract customers in the
firm. The solo traveller are mostly like to try new and innovative products or services, what to do
whatever they like to do so change in technology will influence their decision making
(Spychalska-Wojtkiewicz, 2017).
The idea of solo traveller will be sustained if the company will adapt itself with the
changing technology, trends to grow and survive in external environment for longer time frame.
Such as in recent scenario, it can make use of application to offer tourist to easily get
information, book ticket and room to stay comfortably (Zang and Li, 2017). WIFI and other
facilities has also provided by Apex hotel such as it has make use of artificial intelligence to
influence customers to be part of the organization. Negative impact is that more cost needs to be
incurred by organisation to implement the solo traveller innovative concept. Thus, it has
impacted positively and negatively to the company.
STAGE 2 INNOVATION CONCEPT EVALUATION
TASK 3: BUSINESS MODEL CANVAS

3.1 One- page poster of BMC

KEY
PARTNERS /
CUSTOMER
S
1. Bath
rugby
foundatio
n partners
2. Partnershi
p with
food and
beverage.
COST STRUCTURE
1. Infrastructure
2. Procurement cost
3. Staff expense
4. Daily operating cost
5. Electricity bill
6. Sales and marketing
REVENUE
1. Hotel room rentals,
2. Sale of food or beverages
3. Pools
4. and other facilities provided by the hotel to
solo traveller.
VALUE
PROPOSITION
The Apex hotel has
planned to delivered
to value to customers
such as:
1. Services at
reasonable
price.
2. Better
infrastructur
e and good
ambience.
3. Application
to book
room and
other quick
services to
customers.
CUSTOMER
SEGMENT
1. Youth
populatio
n
2. People
that are
interest to
have solo
travel.
3. Belong to
medium-
high
income
group.
KEY ACTIVITIES
Procurement,
planning organizing,
controlling and
monitoring are key
activities performed to
implement the
innovative idea.
KEY RESOURCES
1. Human
2. Finance
3. Raw
material
4. Intellectual
resources
5. Physical
resources
and other
CUSTOMER
RELATIONSHIP
Company has
planned to
maintained
relationship through
delivering services as
per their expectancy.
CHANNEL
Channel such as
social media
platform like
Facebook, twitter
and Instagram will
be used to connect
with customers.

3.2 Elaboration of the BMC (400)
3.2.1 Segmentation block: Segmentation is the process of classifying people on the basis of
their age, gender, income, behavior and other factors to decide appropriate strategies that
could be used to attract them within the organization. In the above business model, Apex hotel
has clearly classified people on the basis of different factors that has helped company in
attracting and retaining customers in the firm for longer time frame. Such as it has segmented
customer’s on the basis of age factors such as youth, old etc these have contributed organization
in effectively understanding and identifying that younger generation are target customer’s
segment (Baidya Maity and Ghose, 2019).
As they are more likely and willing to spend time and money to enjoy solo travel or do
whatever they like to do, taste different food, have innovative and better services to meet their
respective requirement. Furthermore, it has segmented people on the basis of level of interest
such as the people that are more interested to enjoy the solo travel and qualitative services are
target customers of the firm. They also should not be concerned more about the price, in another
words they are more focused to have good and innovative services that are beyond their
expectancy level (Zang and Li, 2017). Thirdly, the customers of Apex hotel have been classified
on the basis of income group that is high, low and medium that has helped manager in selecting
targeting customer’s. Likewise, it has targeted people that belong to high and medium group as
they can afford all the expense related to sole travel and enjoy their trip and leisure time.
3.2.1 Value proposition Block: It is one of the most important part of the innovative concept
that describe about the value that will be provided to the customer’s. The Apex hotel in context
of new concept of solo travel has plan to offer services at reasonable price so that people
belonging to all income group can easily have and satisfied their respective requirement. Along
with it, the company has also lay emphasis on providing good infrastructure, ambiance, quick
and personalized services to customers. So in order to delivered service in limited time frame, it
has plan to provide appropriate training to employees related to the way services need to be
given for satisfaction of customer wants (LESTARI and et.al., 2020). Thereby they can be
motivated to be part of the organization to have fun and entertainment. In addition to this,
application has been plan by company to introduce so that solo traveler can easily access the

information or necessary detailed related to the hotel and take decision to book room in order to
meet their respective requirement. Therefore, all these has helped in providing ease and
convenience to customers to have good services, standard and healthy food as per their
respective wants.
TASK 4: SERVICE GAPS MODEL
Service gap model is theory that highlight five potential pitfalls that lead in making
customer’s unsatisfied or happy. Elements of the business Model Canvas of Apex hotel has
contributed in avoiding different gaps that can be illustrated in detailed as follows:
1. Ensure that management and staff know what customers expect
The Apex hotel has ensured that there is strong relationship between the management
and staff so that they can coordinately work with each other for accomplishment of desired
objectives. Likewise, the company have invested time and efforts to understand the customer’s
wants and expectancy in order to plan appropriate step or set of procedure that could be used to
meet them. After identification of wants of customer’s, it has communicated the same to the staff
so that they can be aware about the task that they need to be perform so that tourist can be made
happy and satisfied and services can be delivered beyond the expectancy of customer’s (Najafi-
Tavani and et.al., 2018).
2. Ensure of delivery standard are accurately translating that manager believe that
customer expect
The gap 2 has been avoided by manager of Apex hotel through ensuring delivery of
standard by translating staff member about what customers are expecting from the company.
The hotel manager to know about the customers wants have conduct market research and
analysis that has helped in gaining better knowledge of market condition and planning of
effective strategy to attract them. Such as sole traveler is always interested to have more
innovative technology likewise the free wifi, spa facilities along with healthy, tasty and delicious
food that can be offered to customers. Manager through organizing meeting has communicated
employees about the services that guest want so that their requirement can be satisfied.
Providing necessary information to staff member related to the task that needs to be performed
will contribute in growth and expansion of business to maximum extend.
3. “Ground staff perform to expected delivery standard

The Apex hotel has recruited and selected talented and skilled people for Ground staff so
that customers can be offered services as per their expected standard delivery. Along with it, the
company has focus on providing healthier and friendly environment to employees so that they
are motivated to make the best use of their existing skills and capabilities for benefits of the
organisation (Erkan and Özdemir, 2021). Training and development program has also been
organised by the firm so that ground staff can be aware of manner in which task needs to be
performed for delivering standard services.
4. Balance between what is promised to customers and level of performance is
delivered.
It can be stated that the gap 4 has been eliminated through ensuring balance between the
performance of employees and what is promised to customer’s. In context of Apex hotel, it has
promised to deliver all innovative and qualitative services to guest through continuously
monitoring the overall performance of individual that are working in firm. Key performance
indicator has been set by manager to compare and contrast performance and identified different
strategies that could be used to improve the same for better outcome (Erkan and Özdemir, 2021).
Communication
or word of
mouth
Needs of
customers
Communication
with customers
Expected
services by
Previous
experience
Perceived value
Ground staff
Quality of services as
per set standard
Management perceptions
pertaining to customer
wants
GAP 2
GAP 3
GAP
4
GAP
1
GAP 5

CONCLUSION
From the above report it can be concluded that marketing helps in engaging and retaining
range of customer’s in the firm. At the same time, it can be stated that solo travel is one of
innovative concept that helped in making customer’s happy and satisfied as they can do whatever
they like. At last, it can be summarized that service gaps model helps in understanding and
avoiding the gaps thereby ensuring the services are delivered to customer’s as per their
expectancy.

REFERENCES
Books and Journals
Aksoy, H., 2017. How do innovation culture, marketing innovation and product innovation affect
the market performance of small and medium-sized enterprises (SMEs). Technology in
Society, 51(4). pp.133-141.
Baidya, K. M., Maity, B. and Ghose, K., 2019. Innovation in marketing strategy: A customer
lifetime value approach. Journal of Business and Management, 25(2). pp.71-97.
Baines, P and et.al., 2021. Marketing and Innovation.
Efrat, K., Gilboa, S. and Yonatany, M., 2017. When marketing and innovation interact: The case
of born-global firms. International Business Review, 26(2). pp.380-390.
Erkan, B.İ.L. and Özdemir, E., 2021. The effect of technological innovation capabilities on
companies' innovation and marketing performance: A field study on Technopark
companies in Turkey. JOURNAL OF LIFE ECONOMICS, 8(3). pp.361-378.
LESTARI, S.D and et.al., 2020. Antecedents and consequences of innovation and business
strategy on performance and competitive advantage of SMEs. The Journal of Asian
Finance, Economics, and Business, 7(6). pp.365-378.
Najafi-Tavani, S and et.al., 2018. How collaborative innovation networks affect new product
performance: Product innovation capability, process innovation capability, and absorptive
capacity. Industrial marketing management, 73. pp.193-205.
Saragih, H. S. and Tan, J .D., 2018. Co-innovation: a review and conceptual
framework. International Journal of Business Innovation and Research, 17(3). pp.361-
377.
Spychalska-Wojtkiewicz, M., 2017. Dimension of marketing innovations and marketing of
innovation in enterprises. Marketing i Zarządzanie, 47(1). pp.51-58.
Thiaw, C.A.L., 2021. Marketing–Marketing of Innovation and University–Industry
Collaboration. Innovation Economics, Engineering and Management Handbook 2:
Special Themes, pp.187-193.
Zang, J. and Li, Y., 2017. Technology capabilities, marketing capabilities and innovation
ambidexterity. Technology Analysis & Strategic Management, 29(1), pp.23-37.