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

NEW PRODUCTS CONCEPTS

NEW SERVICES

NEW PRODUCTS AND INNOVATION
TECHNIQUES
 The screening rooms can also be used for events like book launch, press
meets and film promotions as well.
 A lower pricing of this shall make it available to a larger chunk of the society
including young filmmakers and those with lower capital or purchasing power.
 Renovation, keeping in mind the guests who hail from across a wide spectrum
of cultures and age-groups should be kept into consideration before devising
a décor-plan (Gheribi and Voytovych 2018).

CUSTOMER AWARENESS
 Loud inauguration programs, promotions, advertisements and press releases, enabling one to
enjoy services at a very low and complimentary rate for a day. Welcoming the frequent and
the popular business clients to support the cause.
 An open invitation to all entrepreneurs, from which, the best can be selected to pitch their
ideas, providing them an opportunity for growth, which is a green-value (Hays and Ozretic-
Došen 2014).
 Consideration of customer reviews and promoting charitable programs as well as introducing
the changes the hotel has undertaken.
 Raising awareness about the global environment crisis, thereby putting forth a luxury hotel’s
attempts to promote the growth and preservation of cultural and natural diversities.

IMPORTANCE OF THE INNOVATION
 In the domain of business, an innovation helps to look at the various opportunities that
already exist in a given business domain.
 Any innovation or renovation requires a thorough market research that keeps the market
positioning of the company in check from time-to-time.
 An innovation or renovation increases the gains or returns the company can make from the
efficient use of its resources (Sigala 2014).
 This project is not just a renovation but also a re-invention. It helps to raise awareness and
also take a social and cultural stand through its attempt in business development
(Nikolskaya et al. 2018).

RETURN ON INVESTMENT
Return on Investment (ROI)

OPPORTUNITIES FOR SUCCESS
 This project is unique and has enough room for success and aims at welcoming and gratifying
customers with holistic approaches (Tsai 2017).
 In the barren landscape, it attempts to promote green and peace besides not only serving a
large variety of food, books and films but also trying to build a connection across regions
and cultures.
 The project is very inexpensive as compared to the returns it might boost in the future (Zervas,
Proserpio and Byers 2017).
 It attempts to build a more comfortable and homely environment with not just luxury but
also comfort around.

REFERENCES
Campo, S., M. Díaz, A. and J. Yagüe, M., 2014. Hotel innovation and performance in times of crisis. International Journal of
Contemporary Hospitality Management, 26(8), pp.1292-1311.
Caneque, F.C. and Hart, S.L. eds., 2017. Base of the pyramid 3.0: sustainable development through innovation and
entrepreneurship. Routledge.
Gheribi, E. and Voytovych, N., 2018. Impact of socio-economic changes for competitiveness in the foodservice industry. Acta
Scientiarum Polonorum. Oeconomia, 17(1), pp.23-32.
Hays, D. and Ozretic-Došen, Đ., 2014. Greening hotels-building green values into hotel services. Tourism and hospitality
management, 20(1), pp.85-102.
Luoh, H.F., Tsaur, S.H. and Tang, Y.Y., 2014. Empowering employees: job standardization and innovative behavior. International
Journal of Contemporary Hospitality Management, 26(7), pp.1100-1117.
Marriott International, 2019. Courtyard Sydney-North Ryde. [online] Marriott International. Available at:
https://www.marriott.com/hotels/travel/sydry-courtyard-sydney-north-ryde/ [Accessed 12 Aug. 2019].
Nikolskaya, E.Y., Kovaleva, N.I., Uspenskaya, M.E., Makshakova, N.I., Lysoivanenko, E.N. and Lebedev, K.A., 2018.
Innovative quality improvements in hotel services. European Research Studies Journal, 21(2), pp.489-498.

REFERENCES
Noe, R.A., Hollenbeck, J.R., Gerhart, B. and Wright, P.M., 2017. Human resource management: Gaining a competitive
advantage. New York, NY: McGraw-Hill Education.
Olsen, M.A.K. and Stanley, C., 2016. Authenticity in Scaling the Vision: Defining Boundaries in the Food and Beverage
Entrepreneurship Development Cycle.
Sarmah, B., Kamboj, S. and Rahman, Z., 2017. Co-creation in hotel service innovation using smart phone apps: an empirical
study. International Journal of Contemporary Hospitality Management, 29(10), pp.2647-2667.
Sigala, M., 2014. Customer involvement in sustainable supply chain management: A research framework and implications in
tourism. Cornell Hospitality Quarterly, 55(1), pp.76-88.
The Financial Express, 2019. The fortune at the bottom of pyramid. [online] The Financial Express. Available at:
https://www.financialexpress.com/opinion/the-fortune-at-the-bottom-of-pyramid/1174864/ [Accessed 11 Aug. 2019].
Tsai, S.P., 2017. Driving holistic innovation to heighten hotel customer loyalty. Current Issues in Tourism, 20(15), pp.1604-1619.
Zervas, G., Proserpio, D. and Byers, J.W., 2017. The rise of the sharing economy: Estimating the impact of Airbnb on the hotel
industry. Journal of marketing research, 54(5), pp.687-705.

THANK YOU!