What customer problem does your idea solve?
General information
2,500 words (+/-10%) individual written report to be submitted by W11 (see hand in dates). The report will allow students to achieve the 3 learning outcomes mentioned before, and apply immediately the concept learnt in class on a hospitality or tourism already existing entity: a corporation.
Indicative steps to accomplish
• Students choose a specific corporation in hospitality and tourism they would like to
develop a new concept for.
• Students verify with the lecturer the selection during W2: this will enable students to
receive feedback on the selected company and adjust if needed to the lecturer
feedback
• Students start their own collection of data once they receive the feedback from the
lecturer (W3). They need to collect data to analyse the current situation about the
corporation selected
• Once they have collected data they need to carry out an internal and external
environment analysis they can identify implications for the company selected andstart
identifying an important problem to solve that relates to the company target market (one
main problem only)
• Through the usage of tools given in class and potentially additional one identified in the
literature, they will work on the customer profile and value map for their concept
• In W6 students will present their concept proposal including:
o Description of the idea (what, where, when, how)
o Target market and justification of the choice of this target (who)
o What customer problem does your idea solve? (why)
o Why now? (why)
o Preliminary SWOT Analysis for the company that justifies your idea
• Students need to provide develop the Javelin Board and test the idea with evidence of
customer needs and willingness to buy the product/service by interviewing at least 5
potential customers and analyse findings that will be included in report