Ensoft Ltd.: Innovation and Business Strategy

This assignment delves into the innovative practices of Ensoft Ltd., a company specializing in software solutions for the construction industry. It examines their product development process, marketing strategies (including NDP, commercial funnel, and the 4Ps), and intellectual property protection measures (copyright, patents, trademarks). The analysis also highlights Ensoft's commitment to continuous improvement and adaptation to customer needs.

UNIT 8 - INNOVATION

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1.Comparing between Innovation and invention.....................................................................1
P2. The way leadership, visions, teamwork and culture of an organisation shape innovative
ideas in organisation ...................................................................................................................3
M1. Different sources of innovation for developing culture and environment for innovations. 4
D1. Developing embedded, innovative and different measures in organisation. .......................4
TASK 2............................................................................................................................................5
P3 Innovation funnel and 4Ps ....................................................................................................5
P4 Stages of development of frugal innovation technique. ........................................................6
M2 Innovation funnel in Ensoft Ltd. ..........................................................................................7
M3 Role of frugal innovation in Ensoft Ltd................................................................................7
D2 Innovation and their development Ensoft Ltd. .....................................................................8
TASK 3............................................................................................................................................8
P5 NDP and application of commercial funnel. .........................................................................8
P6 Innovation business case for Ensoft Ltd. ..............................................................................9
M4 Business case of Ensoft Ltd................................................................................................10
TASK 4..........................................................................................................................................10
P7 Tools Ensoft Ltd use for, retaining, developing, protecting property and knowledge .......10
M5 Evaluation of tools and their uses.......................................................................................10
D3 Nature of innovation of Ensoft Ltd. ...................................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES .............................................................................................................................11

INTRODUCTION
Innovation is all about generating and translating ideas imagination, views and theories
into finished products. In recent market trend, Brexit will be a bigger factor in trading practices
across UK, this will change policies and laws in trading practices that will change whole scenario
of doing business in the country. Government has also planned to support small scale companies
in all over UK (Aarikka-Stenroos and Sandberg, 2012). This has given an opportunity for
different small and medium scale firms to increase and establish their business. Ensoft Ltd. is a
software company that deals in providing software solutions to construction business in all over
the country. This assessment is truly focused on leadership role in organisation and the way they
can make use frugal innovation technique in their business activity and finally how an
organisation can use, retain and protect intelligence property of an organisation.
TASK 1
P1.Comparing between Innovation and invention
Organisation want to grow in market place and have competitive advantage in market.
Software sector is a large competitive market where it gives equal opportunity to every
individual and organisation to innovate and compete. In software industry, creativity and
simplicity are the major factors that determine productivity and increases revenue of an
organisation.
Innovation – It can be termed as generating, forming and executing several ideas to
produce effective finished goods and services. Innovative ideas must be customer based and it
must fulfil the requirements of customers in an affordable price (Bagchi-Sen, 2010). Company
must use innovation in an ethical manner and in the right approach.
Innovation and its importance to organisation
Innovation is a pillar for development of organisation in the business structure. With
innovative ideas, company can manufacture and launch variety of products in market and earn
profit. Given below are some of the importance of innovation that help an organisation to grow
in business market.
 It gives inspiration, opportunities, creative ideas and services that people can use in their
business activities to increase their efficiency to grow in business market.

 It gives values to products and services that can help in customer satisfaction.
 It enhances the potential of organisation to compete in bigger competitive market.
 Innovation gives an opportunity and advanced features to an organisation that allows
them to have a separate image in customer market. Customers will be eager to try new
and innovative products.
 Innovation changes the whole process of doing activities and hence, it reduces cost of
production, increases revenue (Bogers and West, 2010 ).
Ensoft Ltd. is a software developing company that deals in making software for
construction company all over UK. Their idea is so potent because they have targeted
construction company all over UK (Fast growing industry in the country) and provide solution
for them.
While generating ideas for their business it company must ensure that they should have
clear view between innovation and invention. Difference between innovation and invention is
being defined below
Factors Innovation Invention
Meaning It is about creating different
products and introducing a
process for the first time.
Generating and implementing
new ideas in business activities
according to customer's needs
and demands.
What it important in this It is about improving and
adding values to an existing
product.
It means creating a new
product
Concept It is practically implementing
ideas into a desired product to
increase their efficiency.
This includes putting strategies
and ideas into a ned products
Skills and knowledge required It require development of
technological, market,
business, and strategy,
innovative skill.
It only require knowledge to
understand concept and
working
Occurrence Required and generated Implement on and imposing
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according to changing market
demand of a certain
geographic are
new ideas in minds of people
Activities Different organisation work
continuously to generate
innovative ideas for getting
better benefits from
organisation
It is only area of concern for
researchers, R&D
development and explorers. It
need a huge investment with
high amount of risk involved.
Examples Software, machinery Exploration of innovative
ideas and strategies
P2. The way leadership, visions, teamwork and culture of an organisation shape innovative ideas
in organisation
Expansion is a factor that has different definition and different views for number of
employees in organisation. Company need to explore those ideas of their employees. Ensoft Ltd.
Believe collaboration and coordination between their employees (Bogers and West, 2012). They
plan to have different brainstorming sessions and seminars so that they can have viewpoint of
employee, explore them and implement best ideas in their business activities. It can also be noted
that a company can prosper with better leadership practices that will help organisation to plan
and make better strategies. For better innovative planning an organisation must have several
elements in organisational structure. Some of them have been given as below:
 Team-work- Growth of a company is only be possible with better teamwork and
performing in coordination. This will help in creation of healthy environment among
inside an organisation. Better collaboration will minimise conflicts and better planning
can be made. In Ensoft Ltd. They recruit only 70 engineers for getting fruitful result they
must have better coordination between them.
 Vision- For increasing productivity and manufacturing company must have a future
vision for their company. An enterprise will land nowhere without setting goals and
visions in organisation.
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 Culture- It focuses on internal organisational culture. Apart from better working culture,
company must add on some features to create a positive environment in company. For
doing company must plan certain events, outings, seminars etc. for generating
coordination between employees. In Ensoft Ltd. they have organised organise different
motivation sessions, training and development sessions. Apart from this, they have gym,
restaurants and other facilities for providing better facilities at the workplace.
 Effective Leadership- For achieving certain goals in competitive market, a leader should
play an important role. Leader must have certain qualities to handle both internal and
external factors of the organisation. In internal organisational prospective a leaders must
ensure that they have better planning to manage workforces by monitoring them (Ettlie
and Rosenthal, 2012). They are also responsible for maintaining a healthy culture in
organisation by understanding potential, skills and requirements of their employees. They
can also organise training and development this is required to make their employees to be
upgraded with required market demands. They can also plan to organise sessions and
seminars where employees can give their viewpoints and innovative ideas in the business
activities.
M1. Different sources of innovation for developing culture and environment for innovations
Innovation leads to generation of ideas that can be made through different sources. Some
of the major sources of generation of ideas are described as below:
 Unexpected and random sources
 Demands, process and need in market
 Trend and culture in different demographic and geographical boundaries
 Skills and knowledge
 In between processes of innovation
These are some of the basic sources of developing ideas for business (Gambardella and
McGahan, 2010). The development of business depends on generating innovative ideas and
implement them.
D1. Developing embedded, innovative and different measures in organisation.
Ensoft Ltd. Deals with constructing software for Construction Company. They configure
their software according to demands and needs of their client company. For better handling of
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clients they have divided organisation in to different section and have provided them different
job role according to different categorised of requirement of client organisation.
TASK 2
P3 Innovation funnel and 4Ps
Marketing model is used to understand different elements of market by analysing
different components in market. For analysing these elements in market and area of their
business activities different components of 4P are being mentioned below:
Product – Company must ensure that they understand and know about their product and
their potential to do business inn market. Ensoft Ltd. is basically provide software solution in
construction business (Godin, 2012). They have manufactured products according to need of
clients. For example
Software rental service – It is used to rent software on contract basis. It help company
who take contracts of a project for a short period of time. This helps in increasing accuracy in
managing their activities
Online web training – It also provide learning platform to students and professions who
wish to learn online software.
Classroom training – Company provide instructors and experts for training in classrooms.
BOQ and BBQ – It is done on spreadsheet where lots of formulae and complex data are
involves. This feature helps in making those complex tasks easier.
Price – Company must make sure that price of their product must be reasonable so that
they can be used by most of the organisation in their businesses. Ensoft Ltd. are mostly
concentrated on giving services to small scale companies so they are having reasonable prices.
Company is having a different software r(Kim And et.al., 2011ental service that is able to
provide software solution for small scale business organisation.
Place – For doing business successfully in market a company must determine certain
area or place for their product and business activities. Company have effectively sensed that
there are large construction work going on in all over UK and providing software assistance will
be a innovative move to earn more revenue in business market.
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Promotion – Any organisation must have different promotion technique for promoting
their product in business market. Company can promote theory product through different printed
media and digital media according to place.
Innovative funnel is a stepwise process for developing and creating new services by
following several stages ODF development of innovative ideas.
 Investigation – It is a starting stage for collection and compendium of data that is
required for formulating a innovative products.
 Development – After collection of data company develop certain new and innovative
ideas which they wish to implement in their business policies. For example they are
developing software according to requirement of their client (Kim And et.al., 2011. Apart
form fulfilling their demand they are providing certain values to their product to increase
customer loyalty and faith towards the organisation.
 Testing and Simulation – Before implementation of their software in business market
organisation must make sure that they perform software testing. This will help in
overcoming and rectifying errors and drawbacks that have remained in that product.
 Launching – Before launching their product in market they cam make sure all the factors
as per requirement have been analysed.
P4 Stages of development of frugal innovation technique.
Ensoft Ltd is has adopted Frugal innovation funnel in their company to understand and
invest in market in an effective manner. This is a overall process that helps in collection of value
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Illustration 1: Innovation funnel

chain, business model, merchandising (Lindič and et.al., 2011). These overall factors are used to
decrease cost of production of their product by overcoming redundancy and wastage from from
their product. Few of the common aspects of business are given below-
 Iteration and Engagement – It is regarded as a slowest procedure for creating and
designing merchandising. This process follows top down method in their R&D method.
This process is costly, time consuming, complicated and intransigent. This process
produce a lot of waste product. This is quantitative analytical process where several
mathematical analytical tools are for better analysis of external factors like consumer
behaviour, expectation, needs and expectation. I
 Asserts or Flex- It is new and innovative technique that are implemented in producing
new goods and services. It helps in minimising gaps between company's demand and
supply. This will decrease wastage in their process and helps in adopting better
distribution channel for their products (Aarikka-Stenroos and Sandberg, 2012).
 Creation of sustainable solution – Organisation must plan different way and
techniques that helps maximising profit from minimal resources.
 Attitudes and behaviours of consumers – Company have different marketing strategies
for pulling customers towards their business activity.
 Creating values – Company must not only concentrate on increasing productivity should
also concentrate on putting values in their products, this adoption of ethical way in their
business activities, this will aid organisation to create faith and goodwill across
customers.
M2 Innovation funnel in Ensoft Ltd.
As company is dealing in software basically in construction business they need to
understand demands of clients. There are various kind of client, small and big, having different
demands and needs according to their size of construction project . Company must address that
properly and make certain planning. They can take help of frugal innovation technique for
evaluating process and demand
M3 Role of frugal innovation in Ensoft Ltd
This innovation technique is used to reduce cost of production of their product and
minimise complexity in software handling . Proper planning of execution of product in business
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market increase revenue for organisation (Snow And et. al., 2011). For example Ensoft Ltd. Has
implemented several tools and formulae for calculation of complex equation with ease.
D2 Innovation and their development Ensoft Ltd.
Company is having different software solution for different construction activities
 Bar- Be Que – Bar bending schedule and quantity estimation
 Build master – For analysis of building, drawing and designing
 Build- Quant – Formulating Quantity estimation in CAD drawing.
TASK 3
P5 NDP and application of commercial funnel.
Commercial funnel is also called as sales funnel. It underline processes and purchasing of
commodity and products (Teece , 2010). It contains overall details of sales activities in
organisation. En
soft Ltd. Uses this while planning sales activities of their organisation.
 Awareness – Ensoft Ltd. should have detailed knowledge about market. Company must
have information about competitors and their potential in business market.
 Interest – Every employee must be enthusiastic about their work and be motivated
throughout development of product. This will create better coordination between
different section of organisation.
 Evaluation – After a product is being developed it should be tested and errors must be
rectified.
 Decision – Decision making plays very important role in every step. Before launching
that product company must ensure right time to launch that product.
 Purchase – Raw material are used to determine strength of organisation. In case of
Ensoft Ltd. Inventories are raw materials.
 Re- evaluation- It is a final step of evaluating a product. Company have to ensure that
their product is efficient to sustain in market (Walsh , 2012). This is a final step for
evaluation of of product weather it is being made according to demand of clients.
 Repurchase – It is s final step for repurchasing of product in market. To remove
redundant and waste product that ate not needed in market.
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New product development is about providing transmutation and existence of product in
new geographical market. Company are working improving Cloud Computing and Artificial
Intelligence for better working of their products.
P6 Innovation business case for Ensoft Ltd.
Business case is used to analyse and cope up with issues and factors that arises in
innovation procedure. Ensoft Ltd. focus on rectifying and solving problems in quick time.
Process that is followed is being mentioned below.
 Generation of idea- Company must analyse that what are the requirement of clients in
business organisation. Enterprise can use different business tools PESTLE and SWOT
for analysing internal and external factors related to organisation.
 Screening of ideas – While generating ideas different alternatives are generated so
company must pock best from the lot.
 Funding- After formation of ideas company must plan to estimate and collect fund for
organisation. There are different sources form which ideas are generated. For example
stock market, banks, friends, stakeholders etc.
 Testing, development and simulation of ideas – It is important to understand potent of
ideas and its efficiency and productivity in market. Ensoft Ltd. Is having a very good
innovative ideas to provide services according to customers.
 Analysis of products and business activity – After the product is being delivered in
market company has to monitor and provide assistance for effectiveness of that product
in business market.
 Development – Development is a process. A company must regularly do research and
development on their product so that they can modify and add valuable features to their
products. Ensoft Ltd keep on changing and modifying their product so that it can be
easily perform tedious task.
 Commercialisation- After making the product company expect profit by selling their
product. For that they have make several steps to increase their market.
 Launching – This is the last hurdle before of that product where is being launched in
market (Teece , 2010).
This process is helpful in generating better outcome from market. Ensoft Ltd can earn more
profit by following this process.
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M4 Business case of Ensoft Ltd
This process will help company to make better planning for producing and selling of
their product in business market.
TASK 4
P7 Tools Ensoft Ltd use for, retaining, developing, protecting property and knowledge
Protection of innovative ideas are considered seriously because they aid in giving value
to innovative work of person. For protecting innovative approach several factors are mentioned
below-
 Copyright – It protect organisation from being copied and utilisation and wrongly use of
throe innovative ideas. Government all over the works have different laws and policies
for protecting peoples work.
 Patents – It is securing ideas and innovation techniques .Ensoft Ltd have to protect their
software from being copied or being missuses by some other organisation.
 Trademark – They are made in the form of symbols, logos and pictures for
identification of work of that company.
M5 Evaluation of tools and their uses
The above tools are used to protect throe product. A the company is dealing in software
products these tools help them to protect against unethical use of their products.
D3 Nature of innovation of Ensoft Ltd.
It is a software company providing solutions for construction business they tend to keep
on modify their product according to need and want of customers.
CONCLUSION
From the above report it is being found that innovation is a better way in dealing in
business activities and development of business. Ensoft Ltd. Is providing software solution to
different construction businesses. For development of business different marketing tools are
being considered that includes. NDP, commercial funnel and 4Ps for monitoring different
activities of market.
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