This document provides information on developing new products and services within a hospitality business. It discusses analysing markets and trends, generating ideas for new offerings, and planning products and services while considering constraints. Key steps include identifying target markets and demand, evaluating competition and trends, generating and reviewing ideas, and incorporating trends into menu planning while balancing various factors. The overall goal is to create new offerings based on market analysis that meet business and profitability objectives.
1947-Sheraton zinxhiri I, i hoteleve në New York Stock Exchange.
1949-zgjerohet ndërkombëtarisht dhe rritet me shpejtësi nëpër botë
1998-Starwood® Hotels & Resorts worldwide, merr Sheraton
2015-400 destinacione përreth botës, përfshirë 180 hotele të reja, 70,000 dhoma.
1947-Sheraton zinxhiri I, i hoteleve në New York Stock Exchange.
1949-zgjerohet ndërkombëtarisht dhe rritet me shpejtësi nëpër botë
1998-Starwood® Hotels & Resorts worldwide, merr Sheraton
2015-400 destinacione përreth botës, përfshirë 180 hotele të reja, 70,000 dhoma.
What is called innovation
Generations of innovation models
The megatrends
Innovation types
Innovation (new product) development process and tools
Business models: NABC and business model canvas
Iterative and incremental development
Lean startup
Freedom to operate: patent search
Exercises: executing an innovation
Group Exercise:
Using this learning material, each group to answer the following questions:
1. How can we apply this to ISS?
2. What needs to be done?
3. What needs to be changed?
Strategic Planning
Unrestricted
“the managerial process of creating and
maintaining a fit between the organization’s
objectives and resources and the evolving
market opportunities”
What is strategic planning?
• Goal:
• Long-term growth and profitability
• Addresses two questions:
• What is the organization’s main activity
(currently)?
• How will it reach its goals?
Strategic planning
• A subgroup of a single business or a collection of
related businesses within the larger organization
Strategic business units
• Each SBU has:
• A unique target market
• Control over its resources
• Its own unique competitors
• A unique strategic plan
• May have its own accounting, R&D,
manufacturing, marketing
Strategic business units
Strategic alternatives - tools
Ansoff’s strategic opportunity matrix
The innovation matrix
• Yellow:
• Core Innovation
• Uses existing assets
• Ex: Tide Pods
• Orange:
• Adjacent Innovation
• Uses existing abilities in new ways
• Ex: Crest Whitestrips
• Red:
• Transformational Innovation
• New markets, new products, new businesses
• Ex: Uber/Lyft
The innovation matrix
Core Innovation
Next year’s car
Adjacent Innovation
Electric car
Transformational
Innovation
App-based taxi service
The innovation matrix
• Portfolios: SBUs will have a range of performance
in terms of growth and profitability
• This matrix organizes each SBU by their present or
future growth and market share
• Relative market share:
• The ratio between the company’s market share and the
share of the largest competitor
Boston Consulting Group’s Portfolio Matrix
Boston Consulting Group’s Portfolio Matrix
Boston Consulting Group’s Portfolio Matrix
Build Build or Harvest
Hold or Harvest Divest
Boston Consulting Group’s Portfolio Matrix
The General Electric Model
• Ansoff’s Matrix:
• Helps you choose between current options (the
present market and what you can currently offer)
and new options (a new market and/or new
products)
• Innovation Matrix:
• Illustrates how opportunities change as you move
away from core capabilities
• Boston Consulting Matrix:
• Helps you analyze the performance of a portfolio of
SBUs
• General Electric:
• Adds more nuance to the Boston Consulting matrix
When to use what?
• Based on the company or SBU’s strategy,
managers can now create a marketing plan
• Process of anticipating future events and determining
strategies to achieve organizational objectives in the
future
Planning
• Designing activities relating to marketing objectives and
the changing marketing environment
Marketing planning
• Written document that acts as a guidebook of
marketing activities for the marketing manager
Marketing plan
The Marketing Plan
• To provide clearly stated activities that help
employees and managers understand and work
toward common goals
• To allow the examination of the marketing
environment in conjunction with the inner
workings of the businesses
• To help marketing ma.
The Neutrino Donut / LARTA - Agriculture Market Research and CompetitionEarle Hager
Our goal is to help companies understand their markets, distribution and partnership opportunities, develop an understanding of strengths and weaknesses and allow the company to target their efforts toward the appropriate customers.
Market research is about defining your market and identifying individual players in the market. The competitive landscape includes direct and indirect competitors, as well as “doing nothing.” They key to a successful market entry process is the identification of specific companies and individuals for contacts.
Competition is about challenging the market against the companies’ strengths and their weaknesses. We will focus on an understanding of the value and distribution models.
Retailing in India is still maturing. Each business needs to find out the exact model of retailing that suits its requirement. Retailing in FMCG can be very different than retailing in FMCS or consumer durables or electronics. It is surely an interesting topic that has attracted academicians to study the consumer behavior vis-a-vis the retailing formats. Each culture responds differently to different formats. The format that works in Brazil may fail in Russia and what works in Dubai can also work in South Africa.
EST 200, Identifying Customer RequirementsCKSunith1
The attached narrated power point presentation explains the methods and skills for conducting market analysis for identifying customer priorities and organising customer requirements. The material will be useful for KTU second year Electronics and Communication Engineering students who prepare for the subject EST 200, Design and Engineering.
Product development refers to an activity of creating new products or enhancing exitsing products or services. Developing new products in an Islamic bank might be tougher depending on the compliance to not only the regulatory bodies but also the principles in islamic banking.
What is called innovation
Generations of innovation models
The megatrends
Innovation types
Innovation (new product) development process and tools
Business models: NABC and business model canvas
Iterative and incremental development
Lean startup
Freedom to operate: patent search
Exercises: executing an innovation
Group Exercise:
Using this learning material, each group to answer the following questions:
1. How can we apply this to ISS?
2. What needs to be done?
3. What needs to be changed?
Strategic Planning
Unrestricted
“the managerial process of creating and
maintaining a fit between the organization’s
objectives and resources and the evolving
market opportunities”
What is strategic planning?
• Goal:
• Long-term growth and profitability
• Addresses two questions:
• What is the organization’s main activity
(currently)?
• How will it reach its goals?
Strategic planning
• A subgroup of a single business or a collection of
related businesses within the larger organization
Strategic business units
• Each SBU has:
• A unique target market
• Control over its resources
• Its own unique competitors
• A unique strategic plan
• May have its own accounting, R&D,
manufacturing, marketing
Strategic business units
Strategic alternatives - tools
Ansoff’s strategic opportunity matrix
The innovation matrix
• Yellow:
• Core Innovation
• Uses existing assets
• Ex: Tide Pods
• Orange:
• Adjacent Innovation
• Uses existing abilities in new ways
• Ex: Crest Whitestrips
• Red:
• Transformational Innovation
• New markets, new products, new businesses
• Ex: Uber/Lyft
The innovation matrix
Core Innovation
Next year’s car
Adjacent Innovation
Electric car
Transformational
Innovation
App-based taxi service
The innovation matrix
• Portfolios: SBUs will have a range of performance
in terms of growth and profitability
• This matrix organizes each SBU by their present or
future growth and market share
• Relative market share:
• The ratio between the company’s market share and the
share of the largest competitor
Boston Consulting Group’s Portfolio Matrix
Boston Consulting Group’s Portfolio Matrix
Boston Consulting Group’s Portfolio Matrix
Build Build or Harvest
Hold or Harvest Divest
Boston Consulting Group’s Portfolio Matrix
The General Electric Model
• Ansoff’s Matrix:
• Helps you choose between current options (the
present market and what you can currently offer)
and new options (a new market and/or new
products)
• Innovation Matrix:
• Illustrates how opportunities change as you move
away from core capabilities
• Boston Consulting Matrix:
• Helps you analyze the performance of a portfolio of
SBUs
• General Electric:
• Adds more nuance to the Boston Consulting matrix
When to use what?
• Based on the company or SBU’s strategy,
managers can now create a marketing plan
• Process of anticipating future events and determining
strategies to achieve organizational objectives in the
future
Planning
• Designing activities relating to marketing objectives and
the changing marketing environment
Marketing planning
• Written document that acts as a guidebook of
marketing activities for the marketing manager
Marketing plan
The Marketing Plan
• To provide clearly stated activities that help
employees and managers understand and work
toward common goals
• To allow the examination of the marketing
environment in conjunction with the inner
workings of the businesses
• To help marketing ma.
The Neutrino Donut / LARTA - Agriculture Market Research and CompetitionEarle Hager
Our goal is to help companies understand their markets, distribution and partnership opportunities, develop an understanding of strengths and weaknesses and allow the company to target their efforts toward the appropriate customers.
Market research is about defining your market and identifying individual players in the market. The competitive landscape includes direct and indirect competitors, as well as “doing nothing.” They key to a successful market entry process is the identification of specific companies and individuals for contacts.
Competition is about challenging the market against the companies’ strengths and their weaknesses. We will focus on an understanding of the value and distribution models.
Retailing in India is still maturing. Each business needs to find out the exact model of retailing that suits its requirement. Retailing in FMCG can be very different than retailing in FMCS or consumer durables or electronics. It is surely an interesting topic that has attracted academicians to study the consumer behavior vis-a-vis the retailing formats. Each culture responds differently to different formats. The format that works in Brazil may fail in Russia and what works in Dubai can also work in South Africa.
EST 200, Identifying Customer RequirementsCKSunith1
The attached narrated power point presentation explains the methods and skills for conducting market analysis for identifying customer priorities and organising customer requirements. The material will be useful for KTU second year Electronics and Communication Engineering students who prepare for the subject EST 200, Design and Engineering.
Product development refers to an activity of creating new products or enhancing exitsing products or services. Developing new products in an Islamic bank might be tougher depending on the compliance to not only the regulatory bodies but also the principles in islamic banking.
How to Split Bills in the Odoo 17 POS ModuleCeline George
Bills have a main role in point of sale procedure. It will help to track sales, handling payments and giving receipts to customers. Bill splitting also has an important role in POS. For example, If some friends come together for dinner and if they want to divide the bill then it is possible by POS bill splitting. This slide will show how to split bills in odoo 17 POS.
2024.06.01 Introducing a competency framework for languag learning materials ...Sandy Millin
http://sandymillin.wordpress.com/iateflwebinar2024
Published classroom materials form the basis of syllabuses, drive teacher professional development, and have a potentially huge influence on learners, teachers and education systems. All teachers also create their own materials, whether a few sentences on a blackboard, a highly-structured fully-realised online course, or anything in between. Despite this, the knowledge and skills needed to create effective language learning materials are rarely part of teacher training, and are mostly learnt by trial and error.
Knowledge and skills frameworks, generally called competency frameworks, for ELT teachers, trainers and managers have existed for a few years now. However, until I created one for my MA dissertation, there wasn’t one drawing together what we need to know and do to be able to effectively produce language learning materials.
This webinar will introduce you to my framework, highlighting the key competencies I identified from my research. It will also show how anybody involved in language teaching (any language, not just English!), teacher training, managing schools or developing language learning materials can benefit from using the framework.
Welcome to TechSoup New Member Orientation and Q&A (May 2024).pdfTechSoup
In this webinar you will learn how your organization can access TechSoup's wide variety of product discount and donation programs. From hardware to software, we'll give you a tour of the tools available to help your nonprofit with productivity, collaboration, financial management, donor tracking, security, and more.
The Indian economy is classified into different sectors to simplify the analysis and understanding of economic activities. For Class 10, it's essential to grasp the sectors of the Indian economy, understand their characteristics, and recognize their importance. This guide will provide detailed notes on the Sectors of the Indian Economy Class 10, using specific long-tail keywords to enhance comprehension.
For more information, visit-www.vavaclasses.com
How to Create Map Views in the Odoo 17 ERPCeline George
The map views are useful for providing a geographical representation of data. They allow users to visualize and analyze the data in a more intuitive manner.
This is a presentation by Dada Robert in a Your Skill Boost masterclass organised by the Excellence Foundation for South Sudan (EFSS) on Saturday, the 25th and Sunday, the 26th of May 2024.
He discussed the concept of quality improvement, emphasizing its applicability to various aspects of life, including personal, project, and program improvements. He defined quality as doing the right thing at the right time in the right way to achieve the best possible results and discussed the concept of the "gap" between what we know and what we do, and how this gap represents the areas we need to improve. He explained the scientific approach to quality improvement, which involves systematic performance analysis, testing and learning, and implementing change ideas. He also highlighted the importance of client focus and a team approach to quality improvement.
Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
2. Subject elements
This unit comprises four elements:
• Analyse markets
• Evaluate market trends in food production and/or food
and beverage service
• Create products or services based on market analysis
and within budgetary constraints
• Monitor sales performance of products
and services
Slide 2
4. Analyse markets
Performance criteria for this element are:
• Target markets are identified in accordance with
enterprise marketing and merchandising policies
• Analyse market competition
• Client requirements are monitored informally in order to
evaluate market trends and client needs
• New products and services are identified
Slide 4
5. Analyse markets
Performance criteria for this element are:
• Opportunities to improve sales and services are
identified
• Product and service range is monitored to identify the
demand for individual items and seasonal variations
• Product and service range is planned
Slide 5
6. Need for new products and services
Need for new products and services
It is normal practice for businesses, regardless of industry,
to develop and introduce new products and services.
This may include:
• Improvements to existing offerings
• Complete changes of direction
Slide 6
7. Need for new products and services
Need for new products and services
New products and services will only be successful if:
• It is unique when compared with competitor’s offerings
• It provides value for money
• The customer views the product or
service as valuable in their eyes
Slide 7
9. Need for new products and services
Examples of new products and services
What have been successful new products and services
that have entered:
• Generally
• The hospitality industry specifically?
Slide 9
13. Continuous improvement
• Regardless of their visit it is important that the customer
receives a ‘quality offering’
• A quality offering is being able to use a combination of
products and services
• This combined offering, at a minimum, must meet the
customer’s:
Needs
Expectations
Slide 13
14. Continuous improvement
Need for continuous improvement
Continuous improvement and change focuses on improving:
• Products
• Services
Slide 14
15. Continuous improvement
Products and Services
• Which is more important – product or service?
• What do these include?
• Which aspects can be improved?
Slide 15
17. Market segments
Identify market segments
Any hospitality organisation, like in any business in any industry,
cannot be everything to everyone.
It must:
• Break down the potential audience into
segments with similar characteristics
• Choose those segments they
believe will be the focus of their efforts
Slide 17
18. Market segments
Generic market segments
• Age
• Social background
• Economic background
• Cultural background
• Special interests
• Physical and mental abilities
• Dietary needs
Slide 18
21. Target market segments
Identify target market segments
What are the key target segments for:
• Resorts
• City hotels
• Budget accommodation
• Stand alone restaurants
• Fine dining restaurant in a hotel
• Corner bar
• Coffee shop?
Slide 21
22. Target market segments
Benefits of establishing target market segments
The analysis and collection of information in relation to different
target market segments will guide:
• Products and services offered
• Prices charged
• Where advertisements are placed
• How advertisements are targeted
• Staff required
Slide 22
24. Analyse market competition
Importance of analysing the market?
• What do you want to analyse?
• What information do you seek?
• Where do you get this information?
Slide 24
25. Analyse market competition
What is market analysis?
• Market analysis provides us with the information necessary to
understand what can cause changes in our operational
environment
• A prime intent of this activity is to gain a more
insightful and detailed view of the organisation
and where it sits in the overall business and
other settings
• Helps identify ‘current market situation’
Slide 25
26. Current market situation
Market situation
• Total market characteristics – size, growth, trends
• Customer needs, perceptions and buying behaviour
• Products – service characteristics
• Prices
• Customer service and distribution
• Channels
• Communication
Slide 26
27. Current market situation
Competitive situation
• Industry structure
• The geographic market in which they compete
• Their current marketing performance
• Their competitive position
• Strengths and weaknesses, and vulnerabilities of each
significant competitor
• Their objectives and competitive strategies
• Industry profitability
Slide 27
28. Current market situation
Product situation
• For each product/service that the organisation offers, sales,
profits, contribution margins and growth should be
displayed
• Product lifecycle and expected demand over the product’s
life should be considered
• Growth of the product/service should be
contrasted with total market growth
Slide 28
29. Situation Analysis
Analyse the environments
It is vital to understand what can cause changes in our
operational environment.
It is important that managers analyse what is happening both:
• Outside the business (external environment)
• Inside the business (internal environment)
Slide 29
30. Analyse the environments
SWOT analysis
• Strengths – what the business does well
• Weaknesses – what the business can improve upon
• Opportunities – where the business can improve or take
advantage
• Threats – where the business may become
disadvantaged, weakened or susceptible
Slide 30
31. Analyse the environments
Analysis of external environment
• Competitors
• Economic climate
• Customer preferences
• E-business
Slide 31
34. Analyse the environments
Analysis of external environment
• Environment
• Technology
• Political issues
• Legal issues
What other external influences exist?
Slide 34
36. Customer focus
• Before we can tailor our products and services to provide an
offering that the customer wants, we first need to find out
what they actually want
• Many businesses make the mistake of providing an offering
they THINK the guest wants, but what is offered doesn’t meet
their needs
Slide 36
37. Customer focus
• Who are your customers?
• What are the needs of your customers?
• How do you identify their needs?
Slide 37
38. Customer needs
Generic needs
• Value for money
• ‘Offering’ reflecting what was advertised
• Expectations met/exceeded
• To feel respected
• To feel welcomed
• To be served by friendly staff
Slide 38
39. Customer needs
Generic needs
• To be dealt with in a prompt and courteous manner
• To receive assistance when necessary
• To be in comfortable, clean surroundings
• To feel remembered and recognised
• To be heard and understood
Slide 39
40. Customer needs
Specific needs
What are the specific needs of your markets?
• Business
• Women
• Family
• Leisure
• Elderly
• Others
Slide 40
41. Expectations
Expectations come from:
• The company’s image or reputation in the market
• Past visits
• Advertisements and promotional messages
• Competing hotels
• Industry standards
• Comments from family, friends and colleagues
• Price charged for the offering
Slide 41
42. Identify new products and services
As mentioned, an ongoing process for a hotel to stay ‘fresh,
unique and in demand’ is to identify new products and services
to attract and maintain customers.
In hospitality the product/service offering is combined to meet
customer needs and consists of the following elements:
• A tangible product or products
• Environment
• Services
Slide 42
43. Identify new products and services
Products
• What is classified as a product?
• What are examples of products in the hospitality
environment?
Slide 43
44. Identify new products and services
Services
• What is classified as a service?
• Who provides the service?
• What are examples of services in the
hospitality environment?
Slide 44
45. Identify new products and services
Characteristics of services
Pure services are activities or benefits characterised by:
• Intangibility
• Inseparability
• Perishability
• Variability
Slide 45
46. Opportunities to improve sales and
services
Need to identify improvement opportunities
The need to identify opportunities for improvement is especially
important when new products and services are introduced as
new opportunities may become apparent as they are
implemented into the marketplace:
• How can you do this?
Slide 46
47. Opportunities to improve sales and
services
Ways to identify improvement opportunities
• Observing what occurs in the workplace
• Develop and use a checklist to guide what you observe
• Involve workers in your observations
• Analysing documentation
Slide 47
48. Opportunities to improve sales and
services
Ways to identify improvement opportunities
• Being advised by management/owners
• Monitoring the external business environment
• Making ‘improvement/continuous improvement (CI)’ a
standing topic in every staff meeting
• Involving staff
Slide 48
50. Generate ideas
Common techniques to generate ideas include:
• Talking to colleagues and supervisors
• Looking at what happens in other venues
• Contacting industry peak bodies
• Reading industry literature
• Conduct internet research
• Using creative thinking techniques
Slide 50
52. Generate ideas
Use relevant knowledge
In addition to creative thinking ideas, there is always the need
to apply relevant knowledge to a situation where workplace
improvements are being considered:
• Technical knowledge
• Service-based knowledge
• Information from different work areas
• Information from colleagues
Slide 52
53. Review ideas
Review ideas for relevance and practicality
When you have captured ideas and information relating to them
your next step is to review and evaluate these ideas.
Slide 53
54. Review ideas
Review ideas for relevance and practicality
This allows you to:
• Make legitimate and rational decisions about the options
which were generated.
• Evaluating the alternatives to determine:
Which ones remain as viable alternatives
Which ones should be discarded as
inappropriate
Slide 54
55. Review ideas
Practicality considerations
• Impact on other existing house protocols, policies and
procedures
• Impact on layout
• Staff ability
• Expected revenue
• Cost
• Impact on service delivery
Slide 55
56. Monitor and identify demand for
products and services
• Once new products and services have been identified it
is important to identify the demand for specific items
and any seasonal variations that may affect it
• How can you do this?
Slide 56
57. Monitor and identify demand for
products and services
Product and service lifecycles
When deciding on the introduction of products and
services it is important to understand how long they will
have a positive and profitable impact. Most products and
services will have some lifecycle.
This lifecycle is divided into four stages:
• Market introduction
• Market growth
• Market maturity
• Sales decline
Slide 57
58. Monitor and identify demand for
products and services
Identifying demand for individual products and
services
• Observation
• Conduct a trial run
• Place an advertisement
• Suppliers
• Industry associations
• Journals and articles
• Other hotels in the chain
• Competitors
• Feasibility study
Slide 58
59. Monitor and identify demand for
products and services
Understand seasonal demand
Ways to identify seasonal demand include:
• Analyse historical data
• Review sales figures
• The level of demand for specific products
and services at different times
• Identify expected peak times
• Identify expected low demand times
Slide 59
60. Planning product and service range
Once ideas for products and services have been identified
as a concept, further thought must be given as to how it is
to be introduced into the market:
• What are product considerations?
• What are service considerations?
Slide 60
61. Planning product and service range
Product considerations
• Product line decisions
• Packaging
• Warranties
• Branding
• Brand rejection
Slide 61
62. Planning product and service range
Service considerations
• Intangibility
• Inseparability
• Perishability
• Variability
Slide 62
64. Evaluate market trends in food
production and/or food and beverage
service
Performance Criteria for this Element are:
• Identify and access information sources on market
trends in food production and/or food and beverage
service
• Evaluate market trends for relevance to the
enterprise current and potential markets
• Identify and access relevant information
to assist development of new products
or services
Slide 64
65. Understanding trends
Identify and access information sources on market
trends
Understanding trends of the industry is vital in ensuring
that what you are seeking to provide to the market is not
only fresh and relevant but is in demand:
• How can you gather information on industry trends?
Slide 65
66. Understanding trends
Types of information sources
• Colleagues, supervisors and managers
• Representatives
• Developing your own industry network
• Conferences and seminars
• Product launches
• Trade magazines
Slide 66
67. Understanding trends
Types of information sources
• Hotel school publications
• Newsletters
• Brochures
• Advertisements
• Government bodies
Slide 67
68. Understanding trends
Types of industry statistics and trends
• Industry Statistics
• General industry trends
• Tourism patterns
• Technology
• Leisure time
Slide 68
69. Understanding trends
Types of industry statistics and trends
• Environmental issues
• Discount operators
• Customer demands
• Quality demands
Slide 69
70. New product and service
development
• Every hospitality business conducts product and service
development, whether it's done intentionally or
unintentionally
• This section will explore some of the steps associated
with product and service development
Slide 70
71. New product and service
development
Risks in new product and service development
• Developing a new product or service first and hoping it
will sell
• Financial risks
• Duplication from competitors
• The time taken to develop new products
or services, particularly in fast moving
industries
Slide 71
72. Steps in product and service
development
New product or service development process steps
• Idea generation
• Screening
• Idea evaluation
• Development - technical and commercial
• Commercialisation
Slide 72
73. Element 3:
Create products or services
based on market analysis and
within budgetary constraints
Slide 73
74. Create products or services based on
market analysis and within budgetary
constraints
Performance criteria for this element are:
• Incorporate relevant market trends into food service and
menu planning
• Develop products and services to take account of market
trends
• Develop products and services to take
account of enterprise operational constraints
or limitations
• Construct products and services to
meet profitability targets
Slide 74
75. Incorporate trends into menu
planning
Types of menus
• Table d’hôte
• À la carte
• Banquet
• Conferences
Slide 75
76. Incorporate trends into menu
planning
Types of services
• Breakfast:
Continental
English breakfast
American
Eastern
Morning tea
Brunch
Slide 76
77. Incorporate trends into menu
planning
Types of services
• Lunch
• Afternoon tea
• High tea
• Dinner
• Supper
Slide 77
78. Menu constraints
Menu length
• Cost to maintain each dish on the menu
• Ready availability of ingredients
• Time available to prepare ingredients
Slide 78
79. Menu layout trends
Entrée
• 6 or 8 offerings
Mains
One or two of each of the main foods:
• Beef, lamb, chicken, fish, seafood,
vegetarian options
Slide 79
80. Menu layout trends
Side orders
• Potato dish (hot)
• Green vegetable (hot)
• Salad (cold)
Desserts
• Chocolate flavoured
• Citrus flavoured
• Hot dessert
• Cold dessert (ice cream)
Slide 80
81. Menu layout trends
Cheese plate
• Cheddar, brie, blue cheese
Coffee and tea selection
• Local styles are popular
• Italian style coffee
• Wide variety of tea
Slide 81
82. Menu balance
Balance in terms of:
• Prices
• Ingredients
• Cooking styles
• Complexity and simplicity
• Traditional dishes
• New experiences
• Taste
Slide 82
83. Final menu considerations
Considerations
• Personal likes and preferences of the owner/manager
• Equipment available in the kitchen
• Staff skills
• Historic records
• Market research
Slide 83
85. Develop products and services in line
with market trends
Food and beverage trends
• What are different food and beverage trends around the
world?
• Refer to Manual on pages 77 – 83 for examples
Slide 85
86. Consider organisational constraints
and limitations
Organisational requirements
• Access and equity principles and practices
• Maintaining ethical standards
• Meeting goals, objectives, plans, systems and
processes
• Legislated obligations
Slide 86
87. Consider organisational constraints
and limitations
Organisational requirements
• Management and accountability channels
• Manufacturer’s and operational specifications
• OHS policies, procedures and programs
• Quality assurance and continuous
improvement processes and standards
Slide 87
88. Consider organisational constraints
and limitations
Involve stakeholders
• Quantities of items to be obtained or prepared
• Timelines that apply
• Restrictions that apply – such as preferred supplier
arrangements, budget, compatibility, space issues,
compliance requirements
• Compliance issues that need to be
addressed
Slide 88
89. Consider organisational constraints
and limitations
Involve stakeholders
• The needs of those who will be using the product
• Customer needs, wants and preferences
• Introduction and commissioning requirements
• Training required
• Financing arrangements
Slide 89
90. Consider organisational constraints
and limitations
Types of resources
Resources can encompass:
• Physical resources
• Human resources
• Financial resources
• Intellectual property
Slide 90
91. Consider organisational constraints
and limitations
Common resources
• Location/premises
• Occupational health and safety (OHS) resources
• Plant/machinery
• Raw materials – used to produce the
products or service
• Refurbishment requirements
• Staff amenities
Slide 91
92. Consider organisational constraints
and limitations
Common resources
• Stock and supplies
• Storage space
• Technical equipment and software
• Staffing
• Training
• Training materials
Slide 92
93. Consider organisational constraints
and limitations
Notification of new products and services
It is essential that an organisation which chooses to
introduce a new product or service to the market lets all
relevant stakeholders know about it:
• Customers
• Managers
• Finance
• Human resources
• Sales and marketing
• Staff
Slide 93
94. Consider organisational constraints
and limitations
Communicate information about new products and
services
This product and service knowledge can therefore include:
• Details about physical products
• Information about the services that are available
• Information on prices, specials, deals and
packages
• Details about the operation of the business
Slide 94
95. Consider organisational constraints
and limitations
Develop organisational policy, procedures and
standards
• Organisational service culture and values
• Strategic goals of the organisation
• Service policies, guidelines and processes
• Ethical standards established by the organisation
• Legislation, codes and practice
• Technical standards
Slide 95
96. Consider organisational constraints
and limitations
Effective communication of expectations
Communicating customer service standards can come in
many different ways including:
• SOPs (Standard Operating Procedures)
• Job descriptions
• Task sheets
• Orientation programs
Slide 96
97. Consider organisational constraints
and limitations
Effective communication of expectations
• Formal meetings
• Staff briefings at the start and end of shifts
• Training sessions
• Observation and mentoring
• Informal communication during a shift
Slide 97
98. Consider profitability targets
• Naturally the introduction of new products and services
normally is an expensive exercise from a financial point
of view
• When deciding on new products and services they must
be done in a way that is financially feasible in the long
term
• No business aims to introduce any new concept
unless there is some financial benefit to it
Slide 98
99. Consider profitability targets
Initial costs
• Closure of revenue generation outlets or rooms
• Refurbishment costs
• Purchase of furniture, fixtures and equipment
• Removal of old equipment
• Project management planning and
implementing costs
Slide 99
100. Consider profitability targets
Initial costs
• Purchase of new supplies including food, beverages,
furnishings or amenities
• Employment of staff
• Training of staff
• Promotional materials and activities to
make customers aware of new offerings
• Loss of productivity until people
come ‘up to speed’
Slide 100
101. Consider profitability targets
Budgets
• What is a budget?
• Why is it important to have one when planning new
products and services?
• What is contained in a budget?
• Who prepares a budget?
Slide 101
102. Deciding prices
Deciding on prices for new products or services
Determining a fair and accurate price for any new product
or service can be hard as no existing benchmarks may
have been set:
• How do you set prices?
• What needs to be considered?
Slide 102
103. Deciding prices
Pricing questions
• How do my customers perceive my product or service,
in terms of price and value?
• How do my prices compare with my competitors?
• What values and benefits do my customers
get from my product or service?
• Are my prices consistent with those
benefits and values?
Slide 103
104. Deciding prices
Pricing questions
• What is the current supply and demand relationship of
my product or service?
• Am I in an industry where the demand for my product or
service has a short life cycle, and thus I need to cash in
quickly?
• Do I have a product with a recognizable name
that allows me the luxury of overpricing?
Slide 104
105. Deciding prices
Pricing considerations
• Price indicates ‘value’
• Understand customer perception of ‘value’
• Consider fixed and variable costs
• Consider the competition
• Consider different price points
Slide 105
107. Monitor sales performance of
products and services
Performance criteria for this element are:
• Evaluate new products and/or services in consultation
with stakeholders
• Analyse products and services in terms of business
objectives
• Adjust products and services based on
feedback and profitability
Slide 107
108. Evaluate new products and services
Need for evaluation
After new products and services have been implemented,
a formal evaluation needs to analyse and assess the
above information to determine operational effectiveness:
• Why is this important?
• How do you do it?
Slide 108
109. Evaluate new products and services
Evaluation questions
• Did it work?
• What aspects worked and what didn’t?
• Did it represent value for money?
• Were sufficient contacts or sales made?
• Did it come in on budget?
Slide 109
110. Evaluate new products and services
Evaluation questions
• Did the campaign/idea achieve the stated objectives?
• To what extent?
• What feedback was received from customers and
agencies?
• What implications does this have for future
undertakings?
• What wouldn’t we do the same next time,
and why?
Slide 110
111. Evaluate new products and services
Areas to evaluate
• The procedures or systems
• The workflow – that is the order in which things are
done
• Whether or not there are gaps or overlaps in service
provision
• The workload of staff
• The time it takes to do a task or job
• Job design
Slide 111
112. Evaluate new products and services
Areas to evaluate
• Level of customer satisfaction with the service or
product provided
• Cost
• Level of interest created
• Demand patterns
• Ease of implementation
• Increase in sales or leads
• Return on investment
Slide 112
113. Evaluate new products and services
Getting feedback from stakeholders
• Owners of the business
• Site/property managers
• Supervisors
• Staff, teams and workgroups
• Customers
• Government agencies
Slide 113
114. Methods to gather feedback
Getting feedback from internal management and staff
• Encouraging staff to feedback all relevant comments
from customers
• Not shooting the messenger
• Setting agenda items for staff meetings
• Developing appropriate documentation
Slide 114
115. Methods to gather feedback
Getting feedback from internal management and staff
• Conduct regular meetings
• Conduct specific feedback sessions
• Get staff to provide scheduled feedback when problems
occur
• Gather thoughts during debriefing sessions
at the conclusion of shifts
Slide 115
116. Methods to gather feedback
Getting feedback from customers
• From guest comment cards
• Use an online option
• Observing customers
• Direct communication from customer/guest to staff
• Management meeting customers on departure
• Requiring frontline customer/guest contact
staff to inquire about the customer experience
• Staff should also be required to feedback any
comments they have overheard
Slide 116
117. Analyse products and services
against business objectives
Importance of business objectives
The basic requirement when analysing the success of new
products and services is its ability to reach its desired
objectives of performance standards:
• What types of business objectives exist in relation to
new products and services?
• How can you measure success against these
objectives?
Slide 117
118. Analyse products and services
against business objectives
Types of business objectives
The basic requirement when analysing the success of new products and
services is its ability to reach its desired objectives of performance
standards.
Business objectives may be related to:
• Quantity
• Quality
• Time
• Sales figures
• Profitability
• Customer satisfaction
• Service standards
Slide 118
119. Analyse products and services
against business objectives
Monitoring and evaluating implementation success of
new products and services
• Work out what needs to be monitored
• Decide on methods or measures to use (see next slide)
• Compare what is happening with what
should be happening
• Take appropriate action
Slide 119
120. Analyse products and services
against business objectives
Methods of analysis
• Reports
• Obtaining customer feedback
• Using a pretend customer
• Observation
• Use of checklists
• Brainstorming sessions
• Staff input and review
Slide 120
121. Adjust products and services
Possible changes to products and services
As a result of input from all stakeholders and a
comprehensive analysis of the performance of new
products or services the following actions may need to be
taken to improve the successful implementation of
products or services:
• Remove the product or service if it is not successful
• Reduce or expand the product or service
range
• Amend product or service inclusions
Slide 121
122. Adjust products and services
Possible changes to products and services
• Change or enhance the promotional message
• Establishing additional or revised pre-programmed
decisions to address shortcomings or problems
• Providing training to staff to improve service provision
• Revising the allocation of duties to staff
• Buying new equipment, or more equipment
or different equipment
• Making changes to establishment policies and standard
operating procedures (SOPs)
Slide 122
123. Adjust products and services
Possible changes to products and services
• Increasing staff numbers
• Changing operating/trading times
• Changing layout of the premises/department
• Organise more information for customers
• Change prices to meet customer demands
whilst still meeting financial expectations
Slide 123
Editor's Notes
Trainer to introduce himself/herself to the class.
Trainer advises this Unit comprises four Elements, as listed on the slide explaining:
• Each Element comprises a number of Performance Criteria which will be identified throughout the class and explained in detail
• Trainees can obtain more detail from their Trainee Manual
• At times the course presents advice and information about various protocols but where their workplace requirements differ to what is presented, the workplace practices and standards, as well as policies and procedures must be observed.
Introduce topic.
Class Activity – General Discussion
Ask general questions:
What is a market?
What does ‘analyse’ mean?
Why do you do it?
How do you do it?
What information are you trying to collect?
Trainer identifies the Performance Criteria for this Element, as listed on the slide.
Trainer identifies the Performance Criteria for this Element, as listed on the slide.
Class activity – Questions
Why does change take place?
Class activity – Questions
How can you make a product or service ‘unique’?
What is value?
Class activity – Questions
Discuss new products and services.
Why have they been successful?
Class activity – Questions
Why is it important that change takes place?
What happens if you don’t change?
Class activity – Discussion
What causes change?
Answer the questions in the slide.
Class activity – Discussion
Answer the questions in the slide
Class activity – Discussion
How can you identify needs?
How can you identify expectations?
Class activity – Discussion
Why is this important?
Class activity – Discussion
Answer the questions in the slide
Class activity – Discussion
Who are customers in a hospitality business?
Class activity – Discussion
What are the different market segments for a hospitality business?
What are the benefits of segmenting the market?
Class activity – Discussion
How else does a hotel segment the market?
Class activity – Discussion
What further market segments are contained within these?
Class activity – Discussion
What further market segments are contained within these?
Class activity – Discussion
Discuss possible target market segments for the different businesses identified in the slide.
Class activity – Discussion
What are other benefits?
Class activity – Discussion
Discuss questions in the slide.
Class activity – Discussion
Why is this important?
Class activity – Discussion
What else would you like to know about the potential market?
Class activity – Discussion
What else would you like to know about the potential market?
Class activity – Discussion
What else would you like to know about the potential market?
Class activity – Discussion
Why is it important to analyse the markets?
What do you want to analyse outside the business?
What do you want to analyse inside the business?
Class activity – Discussion and Show
Show a template of a SWOT Analysis
This will be the template they can use for their Work Project.
Class activity – Discussion
What do you want to know about each?
How can you find this information?
Class activity – Discussion
What do you want to know about each?
How can you find this information?
Class activity – Discussion
What do you want to know about each?
How can you find this information?
Class activity – Discussion
What can we find out what the customer REALLY wants?
Class activity – Discussion
Identify needs of customers.
Concentrate of each target market segment.
Class activity – Discussion
Discuss these needs?
How can you cater to these?
Class activity – Discussion
Discuss these needs.
How can you cater to these?
Class activity – Discussion
What are the needs for each of these customer types?
Discuss these needs.
How can you cater to these?
Class activity – Discussion
Where else do expectations come from?
Class activity – Discussion
What do hotels normally introduce more of – products or services?
Why?
Class activity – Discussion
Discuss the questions in the slide
Class activity – Discussion
Discuss the questions in the slide
Class activity – Discussion
Discuss these characteristics.
Class activity – Discussion
Discuss ways to identify improvement opportunities
Class activity – Discussion
Discuss practical ways to implement these suggestions
Class activity – Discussion
Discuss practical ways to implement these suggestions
Class activity – Discussion
Discuss the questions in the slide
Class activity – Discussion
What information can be gathered from each?
Class activity – Discussion
What other creative ways can you generate ideas?
Class activity – Discussion
Discuss the points in the slide
Class activity – Discussion
Why is it important to review ideas for practicality?
What do you need to consider?
Class activity – Discussion
Discuss the importance of the points in the slide
Class activity – Discussion
Discuss the importance of the points in the slide
Class activity – Questions
Discuss the question in the slide.
Class activity – Questions
Discuss the characteristics of each of the stages.
Class activity – Questions
Discuss these different ways to find information on demand
Class activity – Questions
What businesses are greatly affected by seasonal demand?
How can they attract business in times of low demand?
Class activity – Questions
Discuss the questions in the slide
Class activity – Questions
Identify practical elements that need to be taken into account for each product consideration
Class activity – Questions
Identify practical elements that need to be taken into account for each product consideration
Introduce topic.
Class Activity – General Discussion
Ask general questions:
What is a trend?
What influences trends?
How do trends influence your business?
How do you evaluate trends?
What information are you trying to collect when conducting an evaluation?
Trainer identifies the Performance Criteria for this Element, as listed on the slide.
Class activity – Questions
Discuss question in slide and detail information sources
Class activity – Questions and Show sources
What are the benefits of these information sources?
What types of information can you get?
Trainer to show example of these sources
Class activity – Questions and Show sources
What are the benefits of these information sources?
What types of information can you get?
Trainer to show example of these sources
Class activity – Questions
Discuss these trends and how they may impact on a hospitality business.
Class activity – Questions
Discuss these trends and how they may impact on a hospitality business.
Class activity – Questions
What steps are associated with product and service development?
Class activity – Questions
What other risks are there?
How can you minimise these risks?
Class activity – Questions
What activities are undertaken in each of these steps?
Introduce topic.
Class Activity – General Discussion
Ask general questions:
Why is there a need to create new products or services?
What needs to be considered when creating new products or services?
Trainer identifies the Performance Criteria for this Element, as listed on the slide.
Class activity – Questions
What are the trends in relation to types of menus that can be offered to the customer?
Class activity – Questions and Review menus
What are the trends in relation to each of these meal periods?
What foods are popular?
Trainer to show a range of different menus for review and discussion by participants
Class activity – Questions and Review menus
What are the trends in relation to each of these meal periods?
What foods are popular?
Class activity – Questions and Review menus
What other constraints exist when planning menu length?
Class activity – Questions, Review menus and Internet research
What are other trends for these courses amongst popular menus?
Class activity – Questions, Review menus and Internet research
What are other trends for these courses amongst popular menus?
Class activity – Questions, Review menus and Internet research
What are other trends for these courses amongst popular menus?
Class activity – Questions, Review menus and Internet research
Why is balance important?
Think of ways of creating balance for each of these points?
Class activity – Discussion
What needs to be considered in each of these points?
Class activity – Discussion
What needs to be considered in each of these points?
Class activity – Discussion, review notes and Internet research
Get audience to read through trends provided in the Manual
Trainer may get audience to do some research of trends on their own
Class activity – Discussion
Discuss the importance of these constraints.
Provide examples of how they will impact product and service development
Class activity – Discussion
Discuss the importance of these constraints
Provide examples of how they will impact product and service development
Class activity – Discussion
Discuss the importance of these constraints?
Provide examples of how they will impact product and service development
Class activity – Discussion
Discuss the importance of these constraints
Provide examples of how they will impact product and service development
Class activity – Discussion
Provide examples of each type of resource.
Class activity – Discussion
Provide examples of each of these common resources
Class activity – Discussion
Provide examples of each of these common resources
Class activity – Discussion
Why do these people need to be notified?
What is their role in the introduction of new products or services?
Class activity – Discussion
Why do these people need to be notified?
What is their role in the introduction of new products or services?
Class activity – Discussion and show examples of documentation
What is the difference between policies and procedures?
Class activity – Discussion
Discuss these methods of communication
Class activity – Discussion
Discuss these methods of communication
Class activity – Discussion
What are some financial considerations that must be considered when developing products and services?
Class activity – Discussion
Discuss these types of costs
Class activity – Discussion
Discuss these types of costs
Class activity – Discussion
Discuss the questions in the slide.
Class activity – Discussion
Discuss the questions in the slide.
Class activity – Discussion
Discuss the relevance of these questions when trying to determining a pricing model for new products and services
Class activity – Discussion
Discuss the relevance of these questions when trying to determining a pricing model for new products and services
Class activity – Discussion
Discuss the relevance of these pricing considerations
Get the audience to identify how they would price a new menu or new hotel accommodation.
Introduce topic.
Class Activity – General Discussion
Ask general questions:
What is it important to monitor sales performance?
How do you do it?
What information are you trying to collect?
Trainer identifies the Performance Criteria for this Element, as listed on the slide.
Class activity – Discussion
Discuss the questions in the slide
Class activity – Discussion
Discuss the questions in the slide
Class activity – Discussion
Discuss the questions in the slide
Class activity – Discussion
How can you evaluate these areas?
What information do you want to know?
Class activity – Discussion
How can you evaluate these areas?
What information do you want to know?
Class activity – Discussion
What information can you get from each of these stakeholders?
Class activity – Discussion
Why is information from staff important?
Class activity – Discussion
Discuss importance of this feedback method.
Class activity – Discussion
Why is information from customers important?
Class activity – Discussion
Discuss the questions in the slide
Class activity – Discussion
What are examples of ‘measurable’ standards for in these business objective areas?
Class activity – Discussion
Discuss these steps
Class activity – Discussion
What do each of these methods measure?
What other methods can be used?
Class activity – Discussion
What practical activities are associated with these changes?
Class activity – Discussion
What practical activities are associated with these changes?
Class activity – Discussion
What practical activities are associated with these changes?
Thank the audience and deliver assessments as required.