Entrepreneurship and Innovation Project: Courtyard Marriott North Ryde

This project outlines an entrepreneurial innovation proposal for the Courtyard by Marriott North Ryde hotel, focusing on maximizing revenue and enhancing the guest experience. The project suggests a multi-functional food and beverage zone with various customer-friendly promotions, including diverse cuisines, reading corners, and screening rooms. The innovation process involves buffet services, themed natural green spaces, and a cafeteria targeting couples. The project also emphasizes customer awareness through promotional programs, customer reviews, and charitable initiatives, as well as raising awareness about environmental crises. The innovation aims to increase gains from the efficient use of resources, increase awareness, and take a social and cultural stand through its attempt in business development. It is a unique project with potential for success, aiming to build a comfortable environment with luxury and comfort.

ENTREPRENEURSHIP
THROUGH INNOVATION

COMPANY AND BACKGROUND
JW Marriott is a group of luxury
hotels that provides high end
services to its customers by
enabling them to enjoy spacious
accommodations, event space,
dining experiences and a good
location to enjoy in (Marriott
International, 2019).

COMPANY AND BACKGROUND
The hotel chosen for the study is
Courtyard by Marriot North Ryde. It
boasts of its unbeatable location, which is
within the Macquarie Business Park
(Marriott International, 2019).

INNOVATION PROJECT
 This project looks into the
opportunities involved in increasing
the gains from the capital that is
already available. It also attempts to
maximize the gains from the
investment.

INNOVATION PROJECT
 However, it is primarily due to the
innovations that an organization or a
firm undertakes that it is able to
develop distinctive competition.
 An innovation project is based on the
data, perceptions of the managers,
guests, hotel chains and the business
travelers (Campo, M. Díaz and J.
Yagüe 2014).

HOTEL STATUS
 The innovation concept deals with the usage of the F &
B or Food and Beverage counter into maximizing gain.
 Courtyard by Marriot North Ryde is a type of midscale
business hotel that is located in the center of the North
Ryde district of business (Marriott International, 2019).

THE BUSINESS PYRAMID
 The project looks into the opportunities and lines
alongside which the company can renovate its Food and
Beverage Area.
 Considering it to be a business hotel of a mid scale range,
it is likely that the company attempts to serve a larger
client across the different layers, trying to reach out and
include the base of the pyramid (The Financial Express
2019).
 Evidently, Mariott tries to include this as its top business
priority.

THE INNOVATION CONCEPT
An experience that is comfortable and luxurious at the same time. A multi-
functional food and beverage zone with new techniques of promotions that is
customer friendly, promotes warmth, comfort and a collaborative new
product development activity (Sarmah, Kamboj and Rahman 2017).

THE INNOVATION CONCEPT
• GET THE FOOD YOU WANT OR GET IT DONE!
• LET THE BOOK BE YOUR COMPANY WHEN YOU SIP
IN YOUR COFFEE!
• ENJOY THE GREENERY AND THE AROMA OF
FLOWERS WHEN AROUND, WITH YOUR SPECIAL
ONE!
• WATCH A MOVIE WHEN YOUR MEETING IS
POSTPONED!
• DID YOU REALIZE THE LOSS OF INDEGENEITY AND
CLIMATE CRISIS? TOGETHER, LET’S BE A BIT
MORE PROACTIVE TOWARDS OUR NATURE…

THE INNOVATION PROCESS
 The development of a reasonable food and beverage counter that can cater to the major
section of the population is necessary.
 Availability of diverse varieties of cuisines.
 Availability of services throughout the night besides meal personalized or customized
options (Luoh, Tsaur, and Tang 2014).
 The availability of free reading corners with varied kinds of books, available for reading
and purchase, coupled with a nominally charged small screening room enhances the
better utilization of time when one is not working or simply waiting.

THE INNOVATION PROCESS
 Buffet services, providing a wide variety of cuisines though less in number in each variety
but popular among visitors, made available at a reasonable pricing, enables to capture the
broader tiers of the pyramid.
 The food shall be light and healthy to please visitors from across the globe, meeting
majorly for business purposes.
 A theme of natural greens shall be welcoming and endearing in such a place to increase the
tranquility as well as imbibe and encourage a step forward to deal with global issues like
deforestation and climate change. This depicts the social consciousness of the hotel.
 Availability of a cafeteria, right by the reading section, attempted to target the couples in a
classic décor.

VARIED CUISINES ACROSS CULTURES