Strategic Role of Products and New Product Development

This document discusses the strategic role of products and new product development in the hospitality business. It explores different frameworks for product and service development and evaluates their impact on sustainability. The document also provides insights on applying new product design for continuous improvement.

Questions

TABLE OF CONTENTS
TASK 1............................................................................................................................................1
Question 1: Evaluating strategic role of products and new product development......................1
Q 1 (a). Describing new product services and its target customers...................................1
Q 1 (b). Explaining role of new product/ service to hospitality business..........................1
TASK 3............................................................................................................................................2
Q 4. Analysing and comparing two contemporary frameworks for the development of
products and services within hospitality business.......................................................................2
4 (a). Describing each framework.....................................................................................2
4 (b). Evaluating the impact of framework on sustainability of products/ services..........4
4 (c). Compare differences between frameworks..............................................................4
TASK 4............................................................................................................................................5
Application of new product design and evaluating effectiveness for improvement
continuously................................................................................................................................5
REFERENCES................................................................................................................................8

TASK 1
Question 1: Evaluating strategic role of products and new product development.
Q 1 (a). Describing new product services and its target customers.
Option 1: Change in the menu of food and beverages because of promotional event i.e.,
Christmas Day.
Traditional Christmas menu: Crepes, mulled wine, seafood paella, Seafood Newburg
(Lobster, Scallops, and Shrimp in Sherry Cream Sauce, gingerbread, stuffed and grilled turkey.
Roasted beef or pork, delicious pizzas, pasta, off the grill dishes and also season treats with
gourmet desserts to give you a complete meal. For dessert: Pumpkin or apple pie, Christmas
pudding, raisin pudding and fruitcake. For drinks- Champagne, rum and wine. The target
customers are the Christians and Catholics of all the age group are considered to be the
prominent customers who can be attracted for the specific event like Christmas Eve.
Option 2: New packages promotion for a conference or an event
Things associated with the packaging of the food and beverages, furniture, household
products and other related item with the event are been packaged well and shipped to the desired
address. For the corporate events the target audience of the customers will vary from the size of
the company. The management of the company and the event manager are the key target
audience for the promotion of conference packaging. The event of wedding packaging will
include families and individuals of the event are considered to be as the key target audience.
Q 1 (b). Explaining role of new product/ service to hospitality business.
Option 1: Change in the menu of food and beverages because of promotional event i.e.,
Christmas Day. Purpose: The main purpose of the development and the promotion of the business is
mainly linked with providing the tradition Christmas delight to the people who are
celebrating this Eve (Gutierrez-Gutierrez, Barrales-Molina and Kaynak, 2018). The main
purpose of change in the menu of food and beverages for the Christmas day is to attract
large number of targeted customers to the hospitality business. Benefits: Change in the menu of food and beverages for the Christmas Eve is going to be
highly beneficial for the hospitality business because it will lead to generation of higher
1

revenues and profits because of large number of customers visit the restaurant.
Customizing the dish as per the customer want helps in increasing the satisfaction level
among the customers.
 Opportunities: The idea of sharing the post on the Instagram and promoting the business
services through other platforms helps in attracting large number of customers from the
globe and increases its business reach (Schemmann and et.al., 2016). This adds on
opportunity to deliver the products online and increases the sales and profit of the
hospitality business.
 Viability: Taking feedback from the customers upon how to improve the services is
considered to be highly relevant and significant for increasing the viability of the
hospitality business. Also, giving those additional offers and discounts helps in increasing
the success of the business.
Option 2: New packages promotion for a conference or an event. Purpose: The key purpose of this business idea is to improve the quality of the labour
and deliver the competitive and innovative packaging solutions for the target customers.
 Benefits: This business idea is considered to be highly beneficial because it helps in the
prevention of wear and tear and breakage of the products and services related with the
conference or any other event.
 Opportunities: It has greater opportunity to expand the business to other events rather
than just sticking to the conference and wedding event. This way it helps in increasing the
customer base and improve the services of the hospitality business.
 Viability: The viability of this business idea is way too high because it delivers the best
possible services to the customers and leads to higher sustainability growth of the
hospitality business.
TASK 3
Q 4. Analysing and comparing two contemporary frameworks for the development of products
and services within hospitality business.
4 (a). Describing each framework.
BAH model new product development
2

The BAH model is referred to as the best known model because it tends to underlie the new
product development system.
 Process: The seven steps associated with the BAH model are new product strategy, idea
generation, screening and evaluation, business analysis, development, testing, and
commercialization.
 Operational implementation: This framework can be significantly applied to the product
change which has been based on the key insights and goals associated with the hospitality
company. It is done by the development of the clear strategy and understands day to day
actions.
 Benefits: It is considered to be as one of the most prominent framework for higher
sustainable growth. This model is considered to be prominent because it is useful in the
attainment of the competitive advantage within the hospitality industry. However, this
framework is considered to be significant and successful for the new product
development.
 Potential limitation: It is a time consuming process and becomes difficult to implement.
Stage gate model for new product development
It is a significant new product development framework where the project is classified into
different stages for attaining higher capabilities.
 Process: The main process of this framework is mainly linked with the identification of
opportunity, concept generation, concept testing, technical development and product
launch commercialization.
 Operational implementation: This framework has been effectively implemented which
helps in improving the results and outcomes of the study (De Massis and et.al., 2016). It
is useful in high quality procedure which improves the product innovation capabilities.
 Benefits: This framework is considered to be prominent because it helps in reducing the
risk of investment. It is significant in providing a clear set of roadmap which is useful in
defining the deliverables and duties. It is a visible procedure which is understood by
everybody within the hospitality industry.
3

 Potential limitation: The biggest limitation of stage gate systems is linked with the
upfront planning. It does not pay attention to the links which are between the business
opportunities and technology.
4 (b). Evaluating the impact of framework on sustainability of products/ services.
The BAH model is considered to be prominent because it helps in creating a road towards
development of the effective products and services for the hospitality industry (Lawson, Krause,
and Potter, 2015). This framework is considered to be highly crucial for the change in the menu
of food and beverages because of promotional event i.e., Christmas Day. This framework is
prominent because it is useful in the attainment of the competitive advantage within the
hospitality industry and also attain high degree of compliance and sustainability.
Stage gate model for new packages promotion for a conference or an event is considered
to be highly prominent because it helps in reducing the risk of investing in other sectors or
companies. It also provides clear roadmap which defines the deliverables and duties of each
individual within the hospitality industry (Gutierrez-Gutierrez, Barrales-Molina and Kaynak,
2018). This framework is useful in the attainment of the competitive advantage within the
hospitality industry and also attain high degree of compliance and sustainability.
4 (c). Compare differences between frameworks.
PARTICULARS BAH MODEL Stage gate model
Meaning The BAH model is considered
to be prominent because it
helps in creating a road
towards development of the
effective products and services
for the hospitality industry.
It is a new product
development framework
where the project is classified
into different stages for
attaining higher capabilities.
Process The seven steps associated
with the BAH model are new
product strategy, idea
generation, screening and
The main process of
this framework is mainly
linked with the identification
of opportunity, concept
4

evaluation, business analysis,
development, testing, and
commercialization.
generation, concept testing,
technical development and
product launch
commercialization.
Benefits This model is considered to be
prominent because it is useful
in the attainment of the
competitive advantage.
It is significant in providing a
clear set of roadmap which is
useful in defining the
deliverables and duties.
Limitations It is a time consuming process
and becomes difficult to
implement.
The biggest limitation of stage
gate systems is linked with the
upfront planning.
TASK 4
Application of new product design and evaluating effectiveness for improvement continuously.
Option 1: Change in the menu of food and beverages because of promotional event i.e.,
Christmas Day.
The conceptual idea of this NPD is to attract large number of customers on the Christmas
Eve which helps in providing higher customer satisfaction and attaining greater heights. For
further improvement, feedback from the customers will be taken regarding the change in the
menu plan.
Option 2: New packages promotion for a conference or an event.
The key purpose of this business idea is to improve the quality of services within the
hospitality industry and deliver the competitive and innovative packaging solutions for the target
customers. It helps in the prevention of wear and tear of products. Also it helps in avoiding of
breakage of the products and services related with the conference or any other event (Cooper,
2019). For further improvement, proper training will be given to labour and leads to providing
greater customer services within the hospitality industry.
5

6

REFERENCES
Books and Journals
Cooper, R.G., 2019. The drivers of success in new-product development. Industrial Marketing
Management, 76, pp.36-47.
De Massis, A and et.al., 2016. Family governance at work: Organizing for new product
development in family SMEs. Family Business Review, 29(2), pp.189-213.
Gutierrez-Gutierrez, L.J., Barrales-Molina, V. and Kaynak, H., 2018. The role of human
resource-related quality management practices in new product development. International
Journal of Operations & Production Management.
Lawson, B., Krause, D. and Potter, A., 2015. Improving supplier new product development
performance: the role of supplier development. Journal of Product Innovation
Management, 32(5), pp.777-792.
Schemmann, B and et.al., 2016. Crowdsourcing ideas: Involving ordinary users in the ideation
phase of new product development. Research Policy, 45(6), pp.1145-1154.
7