Guidelines for Assignment 4:
- Provide specific details and numbers as far as possible.
- All numbers, facts, and recommendations must be adequately justified with references, reasoning, and data.
- The report should not only detail what should be done but how they are actionable.
- Use the textbook when supporting some statements or as a source of reference.
Describe the specific details of the following steps. If some steps are unnecessary for your product(was in assignments 1 and 2 or service, then justify why they are not needed (and don’t present them).
- What are some types of advertising and promotions you would use
- Describe some Prototyping efforts
- Small consumer tests
- Physical product testing such as that done externally at Underwriters Laboratories (UL) or within the company、、、
- create a timeline for getting your product off the ground or for expanding it. Make sure the timeline has specific milestones. Provide clear details on what steps will be taken to achieve these milestones on the timeline chart.
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Assignment1.pdf
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Assignment2.pdf
Assignment 1: Identifying Unmet Needs
Submitted on
14th of October, 2022
by:
Jeanne, Luowenwen, Wayne
742727,743553,739348
Submitted to:
Dr. U. N. Umesh
New Products & Entrepreneurial Marketing
1
Table of contents
I- Area of interest and business idea —————————————————————- 2
II- Potential in Accessible Tourism —————————————————————— 3
III- Unmet needs in accessible tourism ————————————————————— 4
IV- References ——————————————————————————————- 7
2
I- Area of interest and business idea
We have selected the tourism industry but more particularly the accessible tourism area as our
area of interest. Accessible tourism is tourism dedicated to people having special needs and is
not yet developed enough. We believe disabled people should be able to enjoy the tourism
industry, no matter if they are able to walk or not, to see or not or to hear or not.
We would like to create an online platform in the form of a website in California, USA, that
gives users access to places with accessibility features. Due to California’s population of more
than 6 million disabled adults, we believe it is the best location for us to develop this project
(CDC, 2022).
Our headquarters would be in California due to its high rate of mobility and we would like to
concentrate on a particular city with significant demand before expanding. We aim to serve as
the link between disabled customers and businesses given the fact there is a huge gap that needs
to be filled.
Due to our conviction that persons with any physical limitations should have greater access to
information, we made the decision to design this whole new concept.
What exactly is it about? Our main objective is to give consumers who are concerned about
impairment access to clear information so they can verify any infrastructures imposed by the
destinations. It does not only apply to hotel facilities, but also to catering, transportation, and
excursions disabled people would like to participate in.
We provide a website platform where customers can directly access information that has been
updated by businesses and locations regarding the degree of accessibility accommodations they
have. The business owner only needs to pay a fee to register on our website, and after that, we
would have an automated system that would authenticate their registration and only require
them to supply the required paperwork. It is done in order to verify the veracity of the
information they share on our site.
Customers simply need to tap once on their phone to gain immediate access to the provided
information. It would be convenient for them since they do not have to browse for places that
might be capable of accommodating them (or not). Additionally, this would lessen information
communication errors brought on by conflicting contact information.
3
People now have the ability to communicate nationally and globally, which was previously
impossible, via the internet. The advancement of the internet and the development of
technology have provided countless opportunities for communication among persons with
impairments. Utilizing the advantages provided by the internet such as placing online orders
for goods and services to have everything delivered right to their door or participating in
excursions that are mobility-friendly is a smart way to make things move. The services can be
given with just a tap on their devices. Even if a person lacks the physical capacity to locate the
information, they can still do so through our website.
We would develop a powerful marketing strategy to convince the companies interest in
working with us to better attract the public’s attention. Releasing explicit information to spread
awareness and keeping up with social media activity is a good way to attract customers.
Moreover, we also want to work with other platforms that are attempting to strengthen the
arguments for this community. There are certain platforms that are introducing vacation
packages for those with physical disabilities but this is an opportunity for us to provide a wider
variety of choices from which to select.
II- Potential in Accessible Tourism
In today’s world, disabled people are either confirming through contact with the establishments
or simply trying their luck to see if they can be accommodated; there are no dedicated platforms
that are focusing on boosting information collection to give ease to this population.
“More than 1 billion individuals live with a disability worldwide” (Who, 2021). It makes up
15% of the world’s population, 3.8% of which have functional difficulties, necessitating the
provision of supplementary care services (Who, 2021).
In fact, people with disabilities have made the decision to travel less, primarily because of the
poor services they received but also because they had to double-check every place they go to
make sure the facilities are fully functional. At some point, it is too much effort for, most of
the time, negative outcomes. In fact, a study shows that seven out of ten respondents with
impairments said they travel less frequently every day because of their constraints (Bts, 2022).
4
Regarding California’s population, 6.7 million Californians, or 1 in 4 of the state’s adult
population, are disabled, making up 23% of the adult population (CDC, 2022). It is therefore a
market where solutions may be more than needed and useful for disabled people.
The market’s depreciation has, however, decreased the flow of reliable information, prompting
customers to take extra precautions to make sure that offers are consistent with the facilities
they require. This element affects a visitor’s perception of their entire trip. Explaining the
facilities and the number of guests they can hold in detail is the simplest way to allay client
anxieties. The destinations face difficulties due to the demand for more professional help in
this area. We specifically intervene in this situation to satisfy the needs of the client. Disability
discrimination disturbs people since it subjects them to unfair treatment as a result of our
society’s ignorance.
III- Unmet needs in accessible tourism
Disabled people face challenging situations on a daily basis because of their physical condition.
The number of problems they are facing is infinite but can be regrouped into different
categories. First of all, transportation is not easy for them given the fact that it is not always
adapted for people with special needs. Let’s take a pretty simple example. In Paris, a historical
city and capital of France, metro stations are decades old and were built with stairs given the
fact elevators did not exist. Today, it is impossible to place elevators in those kinds of stations
because of the way the metro station has been built at first. Walls cannot be demolished or the
whole metro station will be destroyed.
Moreover, they can face accessibility issues in many places such as hotels, restaurants or any
touristic places.
Concerning the hotel industry, disabled people have special requirements that are often ignored
by persons that have never faced this kind of challenge. By this fact, when it comes for example
to hotels, they receive poor service because of this lack of knowledge from the employees. It
is therefore easy to conclude that hotel employees are not trained adequately which fosters
severe prejudice against people with disabilities (Who,2021).
5
To go further, a study from the Bureau of Transportation Statistics shows that 7 out of 10
participants with disabilities travel less frequently every day because of their condition (Bts,
2022). It is confirmed by a study from NHTS that emphasises the fact that 34.1% of people
with disabilities between the ages of 18 and 64 do not travel daily (Gov, 2018). It is reliable
given the fact that some hotels are not accessible enough. In other words, some hotels in
California do not respect the ADA standards, standing for The Americans with Disabilities
Act. It has been established in order to make sure every type of customer can access the
property, whatever their physical conditions to avoid any kind of discrimination.
Accessible rooms are also impacted by the usual demand and supply relationship in economics.
In fact, accessible rooms in hotels are really limited and therefore are proposed at a higher price
which is completely unfair for disabled customers that only want to travel as everyone does.
At the cost of their disability, they need to spend more money than a regular customer for a
service quality that is most of the time inferior than the one received by normal guests.
To better illustrate the previous discussion, we would like to share a lawcase regarding the
breach of the ADA standards from a hotel. A disabled person wanted to go on a trip and
therefore booked a room that was mentioned as “accessible” on the hotel’s website. The
customer called the hotel to confirm that the room is indeed accessible but also that the room
is available for her stay dates. The hotel clearly confirmed all those information but once the
customer reached the hotel, the property was not able to offer them an available room. If it was
with a regular customer, the employees could have found another room but, in this case, the
guest was not even able to stay at the hotel because of her physical condition. This is a perfect
example of unmet needs within the hotel industry towards disabled persons (EIN News, 2019).
Finally, disabled people also like to travel around the world as they are not different in this
aspect and would like to live some experiences as everyone does like going up the mountains
or visiting a winery just to illustrate it. Let’s use the example of a customer who wants to take
a boat trip to demonstrate earlier assertions. A person without any disabilities will have no
trouble accessing the boat, but what about someone with a disability? Consider that if the
disabled person requires a wheelchair, it would be impossible for them to enter the boat without
assistance. As a result, a disabled individual won’t consider getting into a boat because he
already knows it will be problematic.
6
From a more general perspective, disabled people must conduct thorough research to ensure
that the establishment is accessible. This set of people will not visit if the website does not
provide enough information or the amenities are not up to par. This is applicable to any tourism
industry nowadays and this lack of information is clearly discrimination towards disabled
people that never asked for anything else than visiting places that actually meet their physical
needs.
Moreover, disabled people are facing emotional stress and social isolation because of their
limited capacity to go outside and enjoy life as a person without a disability can. This is due to
the lack of accessibility in California in an infinite number of places. Melina Karp, Vice
President of Consumer Centered Quality at Commonwealth Care Alliance says: “When a
person’s disability includes a mobility impairment, one issue that can arise is increased physical
and social isolation. As opportunities for social engagement get smaller and smaller based on
an individual’s ability to navigate their physical surroundings, depression and anxiety can also
develop” (Seervai, S., Shah, A., & Shah, T. ,2019). Therefore, there is a real need to move
things in order for disabled people to reduce stress related to their physical condition and
increase their mental well-being.
A physical need is an important preoccupation today in California that needs to be changed as
quickly as possible. Disabled people have the right to live a normal life and to be able to enjoy
travel experiences without being worried whether their physical condition allows them to
access this place or not.
7
IV- References
A. Okoro, C. (2018). Prevalence of Disabilities and Health Care Access by Disability Status
and Type Among Adults — United States, 2016. Retrieved 11 August 2022, from
https://www.cdc.gov/ncbddd/disabilityandhealth/infographic-disability-impacts-all.html
Bts. (2022). Travel Patterns of American Adults with Disabilities | Bureau of Transportation
Statistics. Retrieved 11 October 2022, from https://www.bts.gov/travel-patterns-with-
disabilities
Disability and health. (2021). Retrieved 11 October 2022, from https://www.who.int/news-
room/fact-sheets/detail/disability-and-health
Disabled People in the World: Facts and Figures. (2021). Retrieved 11 October 2022, from
https://www.inclusivecitymaker.com/disabled-people-in-the-world-in-2021-facts-and-
figures/
EIN News. (2019). Retrieved 11 October 2022, from
https://www.einnews.com/pr_news/495508829/dannlaw-files-lawsuit-alleging-homewood-
suites-by-hilton-mahwah-and-hilton-worldwide-repeatedly-violated-the-ada
Gov. (2018). Travel Patterns of American Adults with Disabilities | Bureau of Transportation
Statistics. Retrieved 11 October 2022, from https://www.bts.gov/travel-patterns-with-
disabilities
Seervai, S., Shah, A., & Shah, T. (2019). The Challenges of Living with a Disability in
America, and How Serious Illness Can Add to Them. Retrieved 12 October 2022, from
https://www.commonwealthfund.org/publications/fund-reports/2019/apr/challenges-living-
disability-america-and-how-serious-illness-can
- I- Area of interest and business idea
- II- Potential in Accessible Tourism
- III- Unmet needs in accessible tourism
- IV- References
,
Assignment 2: Generating Products to Meet the Unmet Needs
Submitted on
30th of October, 2022
by:
Jeanne de Virieu, Luo Wenwen, Wint War War Phoo (Wayne)
742727,743553,739348
Submitted to:
Dr. U. N. Umesh
New Products & Entrepreneurial Marketing
1
Table of contents
I- Unmet customers’ needs and our solution ………………………………………………………………. 2
A- Disabled people and social isolation ……………………………………………………………….. 2
B- Lack of information about accessible features………………………………………………….. 2
C- Reliability of the information provided …………………………………………………………… 3
D- Time-consuming research ……………………………………………………………………………… 3
E- Poor service quality………………………………………………………………………………………….. 4
I- Ideas that could solve those unmet needs ……………………………………………………………….. 4
II- Refine the concept……………………………………………………………………………………………….. 6
A- No criticisms, no negatives ……………………………………………………………………………. 6
B- Resist becoming committed to one idea ………………………………………………………….. 6
C- Identify the most promising ideas …………………………………………………………………… 6
D- Refine and prioritize …………………………………………………………………………………….. 7
III- The final service and the market ……………………………………………………………………………. 7
A- The final product ………………………………………………………………………………………….. 7
B- The market ………………………………………………………………………………………………….. 8
C- Rivalry………………………………………………………………………………………………………… 8
IV- References ………………………………………………………………………………………………………… 10
2
I- Unmet customers’ needs and our solution
A- Disabled people and social isolation
Due to their limited ability to go outside and enjoy life as a person without a condition can,
people with disabilities often experience emotional stress and social isolation. This is a result
of California’s general lack of accessibility in countless locations. Melina Karp, Vice President
of Consumer Centered Quality at Commonwealth Care Alliance says: “When a person’s
disability includes a mobility impairment, one issue that can arise is increased physical and
social isolation. As opportunities for social engagement get smaller and smaller based on an
individual’s ability to navigate their physical surroundings, depression and anxiety can also
develop” (Seervai, S., Shah, A., & Shah, T. ,2019). In order for people with disabilities to
lessen the stress associated with their physical state and improve their emotional well-being,
there is a real need to make changes.
This is a highly important unmet need that needs to be solved and this is why with our new
concept, we give the opportunity to disabled people to share experiences with people that face
the same daily challenges. We want to create a community through this website by reuniting
them together to do not feel lonely anymore. For example, on our platform, customers will
have the possibility to go on group tours even if they are travelling alone. In this situation, they
will only be with people they do not know and might create strong relationships thanks to that.
B- Lack of information about accessible features
In the tourism industry, there is in general an important lack of information about accessibility
in different places that includes hotel facilities, transportation, tours, parks or restaurants.
This is a highly important unmet need that needs to be solved and this is why we want to give
access to people, with impairment problems, to clear information regarding the infrastructures
imposed by the destinations.
At the same time, on our platform, the different information provided on the website is updated
frequently by businesses regarding the degree of accessible features they have. It is useful given
the fact that sometimes the business might be doing some construction work and therefore it
might not be accessible for a certain period of time. It will be accordingly updated on our
website.
3
C- Reliability of the information provided
There are still too many situations where disabled people have to double-check the place’s
accessibility by sending a mail or by making a phone call to make sure they can be welcome
there. This is mainly due to the poor reliability of the information provided on businesses’
websites. Information communication errors happen as we have seen in a law case opposing a
USEFUL NOTES FOR:
What are some types of advertising and promotions you would use
Introduction
Advertising and promotions are important for business success. They help to reach consumers and build brand awareness.
Advertising
Advertising is a paid form of non-personal communication. It’s used to communicate the benefits of a product or service and influence people who are not yet aware of them. Examples include TV commercials, billboards, radio ads, newspaper ads and magazine spreads.
Advertising can be very effective because it reaches a large audience at once (in terms of both number and reach). This makes it ideal for companies that want to promote their products quickly but still get results from their efforts.
Advertising provides information about a brand, product, or service to consumers.
Advertising provides information about a brand, product or service to consumers. It’s designed to inform, persuade and influence people’s buying decisions.
Advertising can be used to build trust and loyalty by creating awareness of an organization or its products. This means that the message has been carefully crafted with the consumer in mind – it emphasizes benefits rather than disadvantages of using your product/service (or brand).
Promotions
Promotions are a great way to get your customers to purchase your products. They can be in the form of discounts, free samples, contests and more. Promotions are used to increase sales and brand recognition.
Discounts – A discount is when you offer an item for less than its regular price because you want people to buy it from you instead of someone else. For example, if you wanted someone’s business then maybe they would go somewhere else if they found out that their product was cheaper at another store or online retailer? This would be considered unfair competition because it devalues all other businesses’ products by comparison (even though they may have no idea about this).
Sales promotions are tools used to persuade consumers to take an action that will make a purchase more likely.
Sales promotions are tools used to persuade consumers to take an action that will make a purchase more likely. The goal of these promotions is usually to increase brand awareness, and sales.
Sales promotions can be in-store or online. In-store sales promotions include displays, coupons, display boards and other promotional items designed to encourage customers to buy at or near the time of the sale. Online sales promotions include advertising banners on websites; e-mail newsletters sent by email; Facebook posts containing links leading back through webpages where customers can buy products without leaving the site where they saw them advertised (this type); retargeting ads displayed after someone has visited your website/app but did not complete their purchase (this type).
Advertising and promotions are important for business success
Advertising and promotions are important for business success. They can help you to build a brand, promote your product or service, increase sales and more.
Some examples of advertising and promotions include:
Advertisements that are placed in newspapers, magazines or on the radio or television (these media types are known as mass media).
Direct mailings that go directly from client to client (this type is known as direct marketing).
Print ads in trade publications such as The Wall Street Journal; this type of ad is called an editorial advertisement because it represents an opinion about something related to your business idea rather than just selling goods/services directly through an advertisement format like traditional print ads would do so well at doing so effectively!
Conclusion
Advertising and promotions are key to any successful business. If you don’t use them, then your business may not be as successful as it could be.