This document discusses the sources of innovative entrepreneurial ideas and how to fill the market gap using relevant tools and techniques. It also includes a SWOT analysis to assess the entrepreneurial idea.
Contribute Materials
Your contribution can guide someone’s learning journey. Share your
documents today.
Unit 27 : Identifying Entrepreneurial Opportunities
Secure Best Marks with AI Grader
Need help grading? Try our AI Grader for instant feedback on your assignments.
Table of Contents INTRODUCTION...........................................................................................................................3 TASK 1............................................................................................................................................3 P1. Sources of innovative entrepreneurial ideas.....................................................................3 TASK 2............................................................................................................................................5 P2. Rationale and market gap for entrepreneurial idea using relevant tools and techniques.5 TASK 3............................................................................................................................................8 Covered in PPT......................................................................................................................8 TASK 4...........................................................................................................................................8 P5. SWOT Analysis to assess the entrepreneurial idea..........................................................8 P6. Evaluation of competitive and market environment to assess potential viabilities..........9 CONCLUSION..............................................................................................................................11 REFERENCES..............................................................................................................................12
INTRODUCTION An individual who seeks to take the necessary risks andperform certain types of business activities inclusive of products and services that are totally desirable by the market. Te opportunities of entrepreneurship are the determined ideologies and innovations that creates a connecting bond between the individual and commercial market (Siegel and Renko,2012). The report paper here is prepared on the dimensions of a new hotel. This hotel is about to launch in upcoming period of time, the name is decided as West Inn and it will be established in London, England. Its main objective will be to provide the unique and special services to its customer, to capture the effective proportion of accommodation oriented market positively. The star service ofthisventurewouldbepossiblecustomisationincaseofonemonthpriortoactual consumption. The project on this subject will consist the major principles of entrepreneurial ideas, the evaluation of market gap and findings for the whole idea will be discussed. Along with that essential informations will be provide to overcome the barriers of market gap. The other element of this report will be of internal analysis of its strengths, weaknesses, objectives and threats. That will take place by evaluating the conditions through SWOT model. The environment within the respective region has a heavy influence of its current competitor. Thus all these measures will give an idea to respective entrepreneur to formulate a effective plan of action for attainment of its desired goals and objectives. This would help the said organisation to gain more profitability the business would prove as successful. TASK 1 P1. Sources of innovative entrepreneurial ideas The major aspect within the growth and development of a nation are its businesses, which are operating their business domestically aswell as internationally. The corporations of a country directlyplaystherole of essentialelementin itsgrowthby contributinginits infrastructure and boosting its rates of income and GDP (Kohlbacher, Herstatt and Levsen, 2015). It promotes a culture of industrialisation in the respective nation. Thus it became necessaries for the new entrepreneurs to understand the need and demand of market and introduce their own offering in to the market. This will provide an effective alternative to the co0nsumers as well as it will also support the economy of nation. With all such importances of 3
entrepreneurshipinthecountryitissignificantlyessentialtodeterminethesourcesof entrepreneurship ideas. These ideas are the foundation of any entrepreneurial business. Thus for the responsible authorities in the nation it became quite helpful to influence young and potential candidate for the generation of entrepreneurial ideas and promote their process and overall functions for the betterment of individual, society, and country. The ideas for the creative and innovative approach to be understand by the potential individual are determined by seven sources of famous management consultant Peter F Drucker which are as follows : The Unexpected:The source is considered asthe unexpectedand the innovative approach of that unexpected idea is justified as the uneventful placement of any activity (Tang, Kacmar and Busenitz, 2012). The outcome from these activities are generally more effective and helpful in terms of evolution as the demand and need of an existing market helps new individual to perform the experiments with new innovation, that can give a permanent solution to the consumers and establish the business. Incongruities:These are the gap of understanding between what exists in the current state of market and what is the need of market. Thus the incongruence of the business scenario gives a scope to new entrepreneur to fill the gap of incompatibilities of consumer share of market. This tendency of completing the missing factors in the existing offerings of market helps entrepreneurial ideas to take place and nurtured in a way to increase the profitability oftheir potential product and services. Process need:The process need factor emphasises on the overall aspects of ideas and process of entrepreneurship within the range of each and every step of procedure that take place in the business operations. It is a crucial type of evaluating the entrepreneurial idea as the common errors of the process can be rectified and major problemsare eliminated by this activity. This creates an impact on the effective practice of the business idea in the real scenarios of market. Changes in Market and Industry Structures:The certain changes in the market aspects that gives an opportunity to entrepreneurs to introduce the offerings and other services in respect of thecurrent trend of market. These changes within the industries and markets facilitates the potential new comers to grow with the flow of market as it is not effective for the giant commercial organisations as they cant adapt these changes frequently. 4
Paraphrase This Document
Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser
Demographics:The transition of population, majority or minority of genders, age group, income status all these functions are a part of demographics that is analysed by the entrepreneur to establish their working and all the practice of respective business. Thus for the effective practice of business of West Inn hotel and getting the efficient outcomes from its unique ideas of providing the services, it is essential for the entrepreneurs to analyse and study the demographic values of the respective market share. Changes in Perception:The thoughts and perception of customer segment toward any product or service are volatile and can be changed through a course of time by the affect of various factors (Suddaby, Bruton and Si, 2015). Those perception plays a wide role in the growth and survival of respective offerings by the company. The enhanced gap of ideas can be fulfilled by this source as the entrepreneurs will get certain help from the perceptive tools. New knowledge:the advancements of specific technologies and tools of performance it enable to gain the necessary information about these changes of operations and practices in the business. The effective new knowledge on the relevant source of product and services can be beneficial to the business as it will give them a chance to maintain the effective balance of operation as well as the growth of the business in terms of profitability and market expansion. The entrepreneurial idea of opening the hotel is selected as the number of tourist within the country is high and the customers seek better services as per their expectations within their budget. Also the hospitality industry is growingdue to related aspects as the tourism and the chances of better profitability with better quality services to the customers. TASK 2 P2. Rationale and market gap for entrepreneurial idea using relevant tools and techniques Entrepreneur here is a designinga systematic and strategic plan of action for the launch of a new hotel. This hotel is established with a view to provide the distinctive facilities to its customised and these are formulated by the management (Grégoire and Shepherd,2012). As providing the maximum level of customization in the services by customer will be the core facility of this hotel. It will be named as West Inn , the respective customization will only be available to those customers who does their reservation in the hotel before 2 weeks of check in. These customization will include all the element and their modification in the respective booked 5
room.Thiscustomizationwillgothroughthebedding,carpet,curtains,entry,bathing accessories , flower, linen, laundryand so on. These activities will lead to gain the efficient share of competitive market and it will does consider on the marketing gap. Thus to provide quite distinctive services and offering in the market and making available that type of goods and services which are not yet introduced in the market. These type of scenario are termed as the market gap, which can be analysed by a respective entrepreneurial firm to perform better and establish it self by the help of understanding the market gap. The marketing gap is classified in the form of these factors which are as follows:- Technological advancements:The current era of emerging trends in the technological environment ofhotel and accommodation service sector is enforcing the consumer segment to make the demand and feel the need of respective product that is advanced and up to date with the current technology policies in the nation. The fulfilment of this gap can enhance the popularity of the respective hotel, West Inn and it can certainly drive an increased traffic of visitors. Identification of opportunities:countering of most profitable opportunities is the most efficient tool to fill the market gap. In simpler words it can be ascertained that the proper analyses of market conditions and the desire, need of the respective consumer base can be studied. This activity will certainly help the efficient entrepreneurs to moderate the facilities and other services of West Inn in such a way to fulfil the market gap by understanding the opportunities of lack of customisation. The organisation can offer here the maximum options to customise their respective rooms or suites as well as the reservation. COMPETITIVE ANALYSIS BasisWest Inn HotelJ W Marriott HotelFour Seasons London 6
Products and Services They provide the best in classserviceswitha determinedstandard of productsand differentiatedservice packages, according to the consumers need and demand. Thehotelhereprovides twenty four seven services andoffersfivestarrated amenities in a feasible price criteria. This hotel is considered asthetopmost hospitalitybusiness tycoon in London as they providenumerous additionalserviceswith the package of basic room check inns. Organization structure Theorganisation follows the determined functional structure for theoperations.Each task is assigned to the respective personnel or to a whole team. Hotel has the wide area of operationssothe managementhasdevised multiple sections of work. They follows departmental structureoforganisation. whereeveryindividual staff is regulated to ask or reporttotheirrespective departmental manager. They enforces a manger orexecutivetowork according to the process and need of the specific productandservices. Thematrixstructureis being followed here. Major Attractions Themajorfocusof hotel is on the effective andpositivecustomer interaction.Thefront office and its efficient workculturearethe influential attributes Specialised staff for every task,multicultured corridors and a wide variety offoodservicesareits major attractions. Themajorservices includingleisureand entertainingelements suchasprivatepools, sauna,multicuisine foods,etc.arethereal centre of attractions. Promotional strategy Thehotelhereuses widetoolsand techniquestopromote their service, including physicalevent Thehotelusequite extensivemeasuresto promote the brand and its elements.Themarketing and promotion of Marriott Theyusedistinctive marketingstrategiesfor thepromotion.Asthe organisationprovidesa qualityservicesin 7
Secure Best Marks with AI Grader
Need help grading? Try our AI Grader for instant feedback on your assignments.
promotion, print media anddigitalmedia promotions etc. hotelsisalreadyonthe desiredlevel,theyuse social media , mobile apps and so on to interact with the potential audience on a global level. favourableprices,it promote the hotel though positive mouth publicity. Also they use billboards andleafletsforthe interactionwith consumers. TASK 3 Covered in PPT TASK 4 P5. SWOT Analysis to assess the entrepreneurial idea It is necessary for entrepreneurs to rationalise whether the business idea developed by them in context to starting a venture is feasible or not. For this, SWOT Analysis can be used by entrepreneur. It is a strategic tool that assist in evaluating and determining the probable strengths and opportunitiestofeasibly promotethenewbusinessideawhilecarefullytakinginto consideration the weaknesses and threats to tackle them to ensure success of idea. Launching West Inn hotel within the hospitality market of London that offers visitors the option of maximum possible customisation is a distinctive and unique idea . Thus by conducting SWOT analysis, entrepreneur can gain knowledge of the positive and negative aspects of business. The SWOT analysis of proposed idea is below: Strengths: The major strength of every organization needs to gain larger support from public and leads to success within a upcoming time. At the time of launch of West-Inn in London, the specific strength of this venture is having a beautiful and strong element of creativity hidden with it. Having a alternative made-to-order, from the virtue of customer preferences that can bring the nostalgic customised in the rooms as well as nearby surrounding which it reaches to customers’ expectations related to the accommodation. Furthermore, the other features which implies the 8
strength of West Innis that the staff are well groomed as well asexcellence in service with good productivity of work which satisfied the guest's demand. Weakness: During the time of launching of new venture into the market is the most important aim to identify and examine all upcoming business as competitors which can acquire in the market. The location decided for launching of West Inn in London which is one of the prime and beautiful place to start but it has some drawbacks. The prices of materials and other resources in London is very expensive as well as the area where the West Inn have to launched is also one of the expensive transportation system across the globe. Opportunities: It is necessary for entrepreneurs to seek the knowledge of further scope of business which can ease to build up a business in possible manner. It helps to assessment ofopportunities that might to be happen in future perspective. At the time of launching of West Inn they proposed the optionofdifferentmade-to-orderatthetimeofbookings,itisimportantforbusiness entrepreneur having a continuous market research and grab an opportunity and pinch it which gives a benchmark to a business. Threats: There is always a competition in the market with business competitors while the time to start a new venture. In case ofWest Inn it is a five star property which provides elite kind of services where the other competitors like Hilton and Ritz Carlton they are already stabilized and having a goodwill in the market in which these competitors provides the excellence level of services to customer but it very expensive, the possible threats for this hotel is decremental in prices from rival business, operating cost, other cost which can be negotiable as well as new entrant of threats in hospitality industry. P6. Evaluation of competitive and market environment to assess potential viabilities In order to effectively convert a business idea into a prosperous venture, examination of marketplace and industrial conditions hold immense significance. It will provide assistance to gain comprehensibility of the trends and patterns prevailing within the confines of market. It is important that the business idea which is being converted into venture is feasible and capable of catering to the needs as well as demands of people. In relation to West Inn, the evaluation of 9
market and rival environment is done with a view to examine the potential viabilities. It is presented as follows:- Competitive Market It is quite important for a business to take into account the nature of rivalry prevailing within the corporate sector in which it operates. In relation to an upcoming ventures, it becomes all the more important as it is one of the bases on which the feasibility of an entrepreneurial idea is dependent. Thus, the competitive environment for West Inn is determined with the help of Porter Five Force Model. Competition within Industry: The extent of this force with respect to hotel industry is identified to beimmenselyhigh owing to the presence of entities dealing in same service line. Some of the examples of top notch hotels functioning within London are acknowledged to be Marriott, Four Seasons, Hilton and many more. It is important for the entrepreneur of West Inn to beware of such rivals and develop strong strategies accordingly.The competition within the hotel industry is high due to which the new hotel such as West Inn must take into consideration various innovative services so that they can manage the impact of the level of competition . Various strategies such as use of the LED, effective waste management system etc. so that the impact of the competition can be managed. Threat of New Entrants: The magnitude of this factor in relation with accommodation sector is acknowledged to be belowowing to the heavy investment required by businesses. Thus, this will act as an opportunity for West Inn to gain the attention of large customer base and satisfy their needs by giving them offer of possible customisation in case of one month prior booking.The hotel industry requires a large investment due to which the entry of the new entrant becomes difficult and thus it can lead to huge capital losses. Due to this the impact of this force on the West Inn is low as entry of new player in the market is not possible. But even in case they faces such situation then customer loyalty must be ensured with better services. Bargaining Power of Buyers: The power of this force ishighwithin hotel industry as there are several hotels which provide accommodation services within London. However, as the service provided by West Inn would be unique, the venture would not face threat of this element.Within the hotel industry the power of the buyers is high as the services are provided as per the taste and preferences of the 10
Paraphrase This Document
Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser
customers due to which they have bring changes in their stargates and actions. Some of the buyers such as tour operators, domestic and international airlines etc. pressurise the hotel and in case of West Inn they are also influenced by the tour operators as they have to make changes as per the requirement of different customers. Bargaining Power of Suppliers: The extent of this force within the confines of hotel sector islow. This is because hotels generally maintain networking with several vendors and thereby can shift the supplier in case they are charging high.The hotel industry does not faces power of suppliers as the number of suppliers for the required materiel is large but for managing the cost of the hotel the West Inn must establish better relation so that they can ensure reduction in the switching cost for the suppliers. Threat of Substitutes: The power of this force ismoderatefor West Inn as the service provided by this venture would be unique and totally exclusive. Thus, this will act as an opportunity for the respective venture while conducting operations within London.The hotel industry faces various issues in context ofsubstitutes as the switching cost in this is low due to which the hotel such asWest Inn faces various issues but for their clients such as business travellers the threat of this force is low. Market Environment Macro as well as micro environment influence the working of a business entity. Both are discussed in context of West Inn as follows:- Macro environment This has been analysed with the assistance of PEST analysis as underneath:- Political:ThestrongpoliticalconditionsofUKwouldsupportthegrowthand development of West Inn within the boundary of London. As a result of this, the upcoming hotel would be able to appeal to a large customer base thereby enhancing its revenues and profits in the long run. Economic:West Inn Hotel would have the opportunity of capitalising upon the strong economic state and infrastructural development of United Kingdom. Through this, the hotel would be able to ensure sustainability in market for long period of time. 11
Social:West Inn has come up with a new service named possible customisation in case a customer books the hotel at least one month prior to the date of actual consumption. This service hasbeendevelopedandproposedbytheentrepreneurofthisventureafterthoroughly researching and analysing the market. The aim of the venture is to cater to the needs and demands of people in London and to retain them for a long period of time. Technological:Over the course of time, rapid progressions come within the domains of technology. These can be significantly tapped by West Inn to gain a large share in market place of London. As a result of this, the upcoming hotel would be able to earn high revenues as well as profits. Micro environment This consists of internal aspects such as staff members, values, practices, cultures, traditions and customs of the entity. These portray that the idea is capable of being converted into commercial business in upcoming future. On the basis of above mentioned analysis of competition as well as market environment, it can be stated that the idea of developing West Inn Hotel is feasible and thus can be introduced in London market in near future. CONCLUSION On the basis of above discussion, it can be said that the present era is constantly altering as per the changes taking place in business environment. This consists of opportunities for a potential business idea to be converted into a successful venture. Besides this, it has been determined that there are various sources of a potential business idea such as Incongruities, New Knowledge, Change in Industry & Market Structure and many more.In addition to this, it has been acknowledged that gap analysis provides assistance in analysing the strategies through which market gap can be filled by the upcoming venture. Apart from this, it is recognised that rivalry is one of the primary factors which need to be taken into due consideration by entrepreneurs to ensure long term existence of an upcoming venture in market place. Feasibility test needs to be conducted of the proposed business idea in order to make sure that the idea is capable of fulfilling the needs and demands of people in market. 12
REFERENCES Books and Journals Audretsch, D., 2012. Entrepreneurship research.Management Decision. 50(5). pp.755-764. Grégoire,D.A.andShepherd,D.A.,2012.Technology-marketcombinationsandthe identification of entrepreneurial opportunities: An investigation of the opportunity- individual nexus.Academy of Management Journal.55(4). pp.753-785. Kohlbacher, F., Herstatt, C. and Levsen, N., 2015. Golden opportunities for silver innovation: how demographic changes give rise to entrepreneurial opportunities to meet the needs of older people.Technovation.39. pp.73-82. Siegel, D. S. and Renko, M., 2012. The role of market and technological knowledge in recognizing entrepreneurial opportunities.Management Decision.50(5). pp.797-816. Suddaby, R., Bruton, G. D. and Si, S. X., 2015. Entrepreneurship through a qualitative lens: Insights on the construction and/or discovery of entrepreneurial opportunity.Journal of Business venturing.30(1). pp.1-10. Tang, J., Kacmar, K. M. M. and Busenitz, L., 2012. Entrepreneurial alertness in the pursuit of new opportunities.Journal of Business Venturing.27(1). pp.77-94. Welter, C. and Alvarez, S., 2015. The state of opportunities: clarifying the transitions between opportunity types.Management Decision.53(7). pp.1398-1411. Autioandet.al.,2018.Digitalaffordances,spatialaffordances,andthegenesisof entrepreneurial ecosystems.Strategic Entrepreneurship Journal.12(1). pp.72-95. Barazandeh and et. al., 2015. Investigating the effect of entrepreneurial competencies on business performance among early stage entrepreneurs Global Entrepreneurship Monitor (GEM 2010 survey data).Journal of Global Entrepreneurship Research. 5(1). p.18. Hansen, D. J., Monllor, J. and Shrader, R. C., 2016. Identifying the elements of entrepreneurial opportunityconstructs:Recognizingwhatscholarsarereallyexamining.The International Journal of Entrepreneurship and Innovation.17(4). pp.240-255. Park, J. Y., Sung, C. S. and Im, I., 2017. Does Social Media Use Influence Entrepreneurial Opportunity? A Review of its Moderating Role.Sustainability.9(9). p.1593. Online LondonlivingstandardsthebestintheUK.2018.[Online].AvailableThrough: <http://www.cityam.com/article/london-living-standards-best-uk>. Top10SourcesofBusinessideas&Opportunities.2018.[Online].AvailableThrough: <https://www.profitableventure.com/sources-of-business-ideas/>. 13