South Korea - History, Geography, and More

South Koreas recent history is one of amazing progress. Annexed by Japan early in the 20th century, and ravaged by World War II and the Korean War, South Korea lapsed into military dictatorship for decades. Beginning in the late 1980s, however, South Korea created a representative democratic government and one of the worlds top high-tech manufacturing economies. Despite lingering unease about the relationship with neighboring North Korea, the South is a major Asian power and an inspiring success story. Capital and Major Cities Capital: Seoul, population 9.9 million Major Cities: Busan, 3.4 millionIncheon, 2.9 millionDaegu, 2.4 millionDaejeon, 1.5 millionGwangju, 1.5 millionUlsan, 1.2 millionSuwon, 1.2 millionChangwon, 1.1 million Government South Korea is a constitutional democracy with a three-branched government system. The executive branch is headed by the president, directly elected for a single five-year term. Park Geun Hye was elected in 2012, with his successor to be elected in 2017. The president appoints a Prime Minister, subject to approval from the National Assembly. The National Assembly is a unicameral legislative body with 299 representatives. Members serve for four years. South Korea has a complicated judicial system. The highest court is the Constitutional Court, which decides matters of constitutional law and impeachment of government officials. The Supreme Court decides other top appeals. Lower courts include appellate courts, district, branch, and municipal courts. Population of South Korea South Koreas population is approximately 50,924,000 (2016 estimate). The population is remarkably homogenous, in terms of ethnicity - 99% of the people are ethnically Korean. However, the number of foreign laborers and other migrants is gradually increasing. Much to the governments concern, South Korea has one of the worlds lowest birthrates at 8.4 per 1,000 population. Families traditionally preferred to have boys. Sex-preference abortion resulted in a large sex imbalance of 116.5 boys born for every 100 girls in 1990. However, that trend has reversed and while the male to female birth rate is still slightly imbalanced, the society now values girls, with a popular slogan of, One daughter raised well is worth 10 sons! South Koreas population is overwhelmingly urban, with 83% living in cities. Language The Korean language is the official language of South Korea, spoken by 99% of the population. Korean is a curious language with no obvious linguistic cousins; different linguists argue that it is related to Japanese or to the Altaic languages such as Turkish and Mongolian. Until the 15th century, Korean was written in Chinese characters, and many educated Koreans can still read Chinese well. In 1443, King Sejong the Great of the Joseon Dynasty commissioned a phonetic alphabet with 24 letters for Korean, called hangul. Sejong wanted a simplified writing system so that his subjects could more easily become literate. Religion As of 2010, 43.3 percent of South Koreans had no religious preference. The largest religion was Buddhism, with 24.2 percent, followed by all Protestant Christian denominations, at 24 percent, and Catholics, at 7.2 percent. There are also tiny minorities who cite Islam or Confucianism, as well as local religious movements such as Jeung San Do, Daesun Jinrihoe or Cheondoism. These syncretic religious movements are millenarian and draw from Korean shamanism as well as imported Chinese and Western belief systems. Geography South Korea covers an area of 100,210 sq km (38,677 sq miles), on the southern half of the Korean Peninsula. Seventy percent of the country is mountainous; arable lowlands are concentrated along the west coast. South Koreas only land border is with North Korea  along the Demilitarized Zone (DMZ). It has sea borders with China and Japan. The highest point in South Korea is Hallasan, a volcano on the southern island of Jeju. The lowest point is sea level. South Korea has a humid continental climate, with four seasons. Winters are cold and snowy, while summers are hot and humid with frequent typhoons. Economy of South Korea South Korea is one of Asias Tiger Economies, ranked fourteenth in the world according to GDP. This impressive economy is based largely on exports, particularly of consumer electronics and vehicles. Important South Korean manufacturers include Samsung, Hyundai, and LG. Per capita income in South Korea is $36,500 US, and the unemployment rate as of 2015 was an enviable 3.5 percent. However, 14.6 percent of the population lives below the poverty line. The South Korea currency is the won. As of 2015, $1 US 1,129 Korean won. History of South Korea After two thousand years as an independent kingdom (or kingdoms), but with strong ties to China, Korea was annexed by the Japanese in 1910. Japan controlled Korea as a colony until 1945, when they surrendered to the Allied forces at the end of World War II. As the Japanese pulled out, Soviet troops occupied northern Korea and U.S. troops entered the southern peninsula. In 1948, the division of the Korean Peninsula into a communist North Korea and a capitalist South Korea was formalized. The 38th parallel of latitude served as the dividing line. Korea became a pawn in the developing Cold War between the United States and the Soviet Union. The Korean War, 1950-53 On June 25, 1950, North Korea invaded the South. Just two days later, South Korean President Syngman Rhee ordered the government to evacuate from Seoul, which was quickly overrun by northern forces. That same day, the United Nations authorized member nations to provide military assistance to South Korea, and U.S. president Harry Truman ordered American forces into the fray. Despite the rapid U.N. response, South Koreas troops were sadly unprepared for the North Korean onslaught. By August, the Korean Peoples Army (KPA) of the North had pushed the Republic of Korea Army (ROK) into a tiny corner on the southeast coast of the peninsula, around the city of Busan. The North had occupied 90 percent of South Korea in less than two months. In September of 1950, U.N. and South Korean forces broke out of the Busan Perimeter and began to push the KPA back. A simultaneous invasion of Incheon, on the coast near Seoul, drew off some of the Norths forces. By early October, U.N. and ROK soldiers were inside of North Korean territory. They pushed north toward the Chinese border, prompting Mao Zedong to send the Chinese Peoples Volunteer Army to reinforce the KPA. Over the next two and a half years, the adversaries fought to a bloody stalemate along the 38th Parallel. Finally, on July 27, 1953, the U.N., China and North Korea signed an armistice agreement that ended the war. South Korean president Rhee refused to sign. An estimated 2.5 million civilians were killed in the fighting. Post-War South Korea Student uprisings forced Rhee to resign in April 1960. The following year, Park Chung-hee led a military coup that signaled the beginning of 32 years of military rule. In 1992, South Korea finally elected a civilian president, Kim Young-sam. Throughout the 1970s-90s, Korea quickly developed an industrial economy. It is now a fully-functioning democracy  and a major East Asian power.

The Articles of Confederation and Perpetual Union A...

As the eighteenth century drew to a close, so too did British favorability; and by the end of 1774, conflict between Britain and the colonists was seemingly inevitable. The unprecedented mass distribution of Thomas Paine’s pamphlet, Common Sense, sparked a dialogue so revolutionary that it liberated Americans, allowing them to start their government afresh, free from their ties to the British past. On the 7th of June, 1776, the Second Continental Congress motioned for independence, tasking a committee to draft a declaration of independence. James Madison, outsourced by the drafting committee, would pen a blistering indictment of King George III’s transgressions. Formally acknowledging the colonial desire for war, his Declaration of†¦show more content†¦The Revolutionaries believed the central government should facilitate two basic functions: conduct military affairs and carry out both foreign and domestic diplomacy . Unfortunately, they did not possess foresi ght enough to see the instability of a nation headed by a weak central government; nor the predictable economic implications that would result from such ideology. Of the thirteen provisions which embodied the Articles of Confederation, the majority firmly allocated authority within state governments, ensuring retention of their sovereignty, freedom, independence; including every power, jurisdiction, and right not expressly delegated to the United States in Congress assembled. Logically, this intentionally asymmetrical distribution of power seemed appropriate for insulating the fledgling nation from the oppressive nature of monarchy; though, in reality, it only further corroded the integrity of American endurance by ravaging an already crippled post-war economy. Spearheading the American government under the Articles of Confederation was a fundamentally powerless unicameral Congress whose existence was merely symbolic. In it, each state held a singular vote based not on proportio nal representation, but on naà ¯ve principles ofShow MoreRelatedThe Revolutionary War1664 Words   |  7 Pagesbanking was undertaken by an act of the Congress of the Confederation, thereby creating the Bank of North America. This bank was given exclusivity in the domain of issuing of national bills and credit. The idea was that this bank run by Robert Morris would act as the monetary agent of the US government which was needed to help deal with the funding of the Revolutionary War. Prior to the ratification of the Articles of Confederation Perpetual Union in 1781, only the thirteen states had the sovereignRead More Three Principal Meetings that Led to the Adoption of the Constitution of the United States4889 Words   |  20 Pagesof our Constitution. Mason is well regarded as a political writer. His three most brilliant papers - Extracts from the Virginia Charters, The Virginia Resolutions and Declaration of Rights have become immortalized as the very foundations of American democracy. Herbert Lawrence Ganter identified George Mason as an eighteenth century champion of liberty for all. But these approbations are difficult to uncover. More commonly, one finds quotations such as †¦the writings of the great thinkers

The inflammatory phases of Atherosclerosis Free Essays

Abstract Aim – This review describes recent investigations in to the impact of atherosclerosis on the vessel using four inflammatory stages eventually leading to cardiovascular complication. Research in to atherosclerosis has intensified globally as it has become one of the main reasons for increased mortality among individuals particularly within western societies. Inflammation has been established as the principal concept due to it stimulating progressive lesion development. We will write a custom essay sample on The inflammatory phases of Atherosclerosis or any similar topic only for you Order Now As a result it is known as a chronic inflammatory disorder. Numerous cellular and molecular inflammatory mediators participate in the formation, development and rupture of the atherosclerotic plaque. Several experimental studies have demonstrated that monocyte- derived macrophages as well as T-lymphocytes are the most distinctive cells to accumulate within progressive plaques and induce the production of pro-inflammatory components, more recently, potential anti-inflammatory mediators have been identified in the inflammatory response. The rate of progressive plaque development varies in different types of people. Risk factors increase the development of this condition and promote the occurrence of physical symptoms on the patient. Conclusions – (1) Inflammation attacks arteries systematically within phases and (2) the significance of the role of inflammatory molecules, linking inflammation to atherosclerosis. Introduction The management of cardiovascular diseases has significantly improved, however it is still not clearly understood as to why atherosclerosis remains the leading pathological cause of both morbidity and mortality in developed countries. Atherosclerosis is known to be a type of arteriosclerosis, but in addition to the hardening and narrowing of the arteries, cholesterol begins to deposit within their walls. It is a multifactorial disease which includes build up of atheromatous plaque and accumulation of more complex lesions within the arterial walls specifically in the intimal layer leading to the rupture of these vulnerable atherosclerotic plaques (Skjot-Arkil et al, 2010). This process is initiated in childhood and according to the results of PDAY (pathobiological determinants of atherosclerosis in youth study), visible symptoms of atherosclerosis will occur between ages of 15-54 years (McGill et al.2007). Furthermore this disease can occur in both medium and large sized arteries including the aorta, carotid artery and even the smaller coronary arteries. Due to the fact that it affects multiple arterial locations, it can then lead to clinical diseases such as coronary artery disease, cerebrovascular disease, myocardial infarction. Jongstra et al. (2006) demonstrated that within the intima of VCAM-1 positive mice, local chronic inflammation predisposed to atherosclerosis. This provided further evidence to support previous studies that inflammation participates in the atherosclerotic process. Consequently, inflammation is progressively involved in the plaque formation, resulting in an inevitable stenosis (Vidal-Vanaclocha, 2009). Numerous epidemiological studies have revealed many risk factors that accelerate atherosclerosis development including age, male gender, obesity, smoking, hypertension and diabetes mellitus. Moreover, a recent study (Holvoet et al, 2007) found that a positive correlation exists between an increased amount of oxidised LDL and the quantity of calcium built up in the coronary artery. Therefore showing that increased amount of oxidised LDL is a unique risk factor for the development of atherosclerosis. The factors that facilitate this plaque formation are inflammatory mediators. As the endothelial cell is activated, this results in expression of many cell surface adhesion molecules including cytokines, chemokines, monocytes, immunoglobulins. These promote endothelial dysfunction in atherosclerosis as well as inducing foam cell formation with the assistance of macrophages. However, the functional mechanisms of cytokines in initiating and prolonging atherosclerosis are still not clearly un derstood. Aims To explore the role of inflammation in atherosclerosis To explore the mechanisms of inflammatory cell recruitment and accumulation within the plaque. To explore the function of various different mediators in this process, including both pro and anti-inflammatory mediators. Rationale of the aims To investigate the effects of the inflammatory cycle on arteries using atherosclerosis as the central condition. Hence, following the aims and objectives of the literature review, an overview of numerous meta-analyses of mediator involvement in this process is provided. This would be performed by reviewing the most relevant literature for the past five years using Pubmed, Science direct and Google Scholar. Table 1 Methodical reviews on the involvement of inflammatory components within the development of atherosclerosis. Type of componentMediatorExperimental sourceInflammatory effectEffect on AtherosclerosisAuthor, year ImmunoglobulinICAM-1Human plasma Human aortic SMC Human aortic endothelial cells^ ^ ^ ^ ^ ^ Bielinski et al, 2008 Burton et al, 2009 Roth et al, 2007 ImmunoglobulinVCAM-1Human plasma Human aortic endothelial cells^ ^ ^ ^ Bielinski et al, 2008 Roth et al, 2007 CytokineTNF-alphaAPoE-/- micev v Bhaskar et el, 2011 CytokineIFN-gammaHuman RNA^ ^ Niedzielska and Cierpka, 2010 CytokineM-CSFHuman platelets^ Siezer et al, 2010 CytokineIL-6Human aortic endothelial cells Human Plasma APoE-/- mice^ ^ v ^ ^ v Roth et al, 2007 Hoshi et al, 2008 Bhaskar et al, 2011 CytokineIL-1 (beta)Human aortic SMC APoE-/- mice ^ ^ ^ ^ Burton et al, 2009 Bhaskar et al, 2011 ChemokineCXCL16Human and murine macrophages APoE-/-^ ^ ^ Lehrke et al, 2007 Wen-Yi et al, 2011 ChemokineCXCR6Human and murine macrophages^ ^ Lehrke et al, 2007 LigandCD40 LHuman umbilical vein endothelial cells^ ^ Chakrabarti et al, 2010 Monocyte ProteinMCP-1Human aortic endothelial cellsAPoE-/- mice^ v ^ v Roth et al, 2007 Bhaskar et al, 2011 Toll-like receptorTLR-2^ Doherty et al, 2006 How to cite The inflammatory phases of Atherosclerosis, Essay examples

Marketing Strategy And Plan Guzman Y Gomez - Free Sample Solution

Question: Explain the marketing strategy and plan for Guzman y Gomez. Answer: Introduction: This is the strategic marketing plan for the launching of new products by Guzman Y Gomez (GYG) in its existing market. In order to launch a new product in any existing market, the planning of the marketing is very important before launching. The company has to think about the way of capturing the market by the new product, attracting the customers to get the desired level of success in the business. Strategic planning regarding the promotional tool is one of the most vital tasks of eh strategic marketing plan. In this report, the different types of activities for the marketing of the new products will be analyzed with details. The company is conducting its business operations in the Australian market. The company is a casual dining restaurant in Australia and has the specialization in Tex-Mex dishes. The new product of the company will be Ice crusher drinks of different flavors. The report has the focus in the area of the product description and the 7 Ps of marketing of the products. The sales process, distribution plan, digital marketing and budget have been discussed in this report. Background of the company: Guzman y Gomez is an Australian casual dining restaurant that specializes in Tex-Mex dishes (a fusion of Latin American and Mexican cuisines). The company was founded in the year 2006 in Newtown, South Wales Australia. Currently, the company has more than 70 stores throughout Australia. In addition, the company has opened restaurants in Singapore and Japan and plans to open more restaurants as the company is in expansion mode (Guzmanygomez.com 2016).The company is trying to expand the business by introducing some new products in the current market. The new products will help the company to capture new customers and increase the popularity among the target customers of the company. Description of the new products: The company is going to introduce ice crushers of different flavors in the restaurants. Various types of flavors of the ice crushers will be available in the restaurants. The customers will be able to have the flavored crusher drinks as per their choice. The aim of the company will be the enhancement of the product range in the target market. Mission and corporate objectives Mission: mission is the long term strategy of the organization that determines the purpose of the business i.e. why the business exists and what it wants to achieve (Leuthesser and Kohli 2015). The mission of GYG is given as The mission of GYG is to share the real flavors of Mexico with the world and we are 100 % obsessed with this mission Corporate objectives: are relatively short-term goals that a company set for itself that enables to strive on the right direction (Fleisher and Bensoussan 2015).The objectives of GYG can be To increase market share by 5% in a period of 12 by focusing on customer needs and providing more dining options Situation analysis Business strategies are long term planning and require detailed information about all the factors that can possibly affect the business decisions or strategies made by the management. For this purpose, it is important to analyze macro and micro environmental factors that influence the business situation of Guzman y Gomez (Grnig and Khn 2015). Macro environmental factors These are external environmental factors are beyond the control of management but directly influence the business. This can be discussed in detail with the help of PESTEL analysis of Australian business environment. These factors are Political factors: political factors affecting the business situation of GYG are political stability and governmental policies. The political situation and governmental policies of Australia are suitable for the company to operate in the Australian market. In addition, the government seeks to promote business as it generates revenues and employment opportunities in the country. Economic factors: these factors refers to economic conditions of the country, employment rate, inflation rate, interest rates, labor cost and other related factors. The Australian economy is growing rapidly as it has recovered from the global economic recession of 2008. In addition, the interest rates are lower that increases consumer spending that is beneficial for the GYG. Social factors: are traditions, values, beliefs and demographic structure of the society, lifestyle, tastes and preferences of the society. The people of Australia are educated and the standard of living is high. In addition, the majority of population comprises of young and adult generation. This presents a preferable scenario for the business as these people have discretional income and willingness to spend in recreational purposes (Dale et al. 2016). Technological factors: the level of innovation and infrastructure is supportive of the businesses requirement of technological knowhow. Even though the restaurant businesses are technologically less intensive, however the technological needs of the business can be easily met. Environmental factors: environment factors are one of the most important issues that govern the success (or failure) of a business as people are getting more aware or concerned about the damaging effects that a business can have on the environment. Therefore, GYG needs to adopt environmentally sustainable business model and comply various environmental laws to succeed in the business (Issa and Issa 2014). Legal factors: in order to operate in the Australian market it is important to comply with various legislative requirements of the business. These laws aim at protecting the consumers from unscrupulous business practices, encouraging fair competition and protecting the rights of employees (Wall 2014). Micro environmental factors Micro environmental factors are specific to the industry and are due to the overall structure of the industry. These factors affects the business and are beyond the internal control of the organization this can be discussed with the help of porters five forces as Porters five forces Porters five forces is an important tool that enables the business strategists to understand the level of competition and attractiveness of the industry (Magretta 2013). As GYG operates in fast food and restaurant industry, the industry analysis of Australian restaurant business is discusses as under Threat of new entrants (Low): the Australian restaurant industry has many well-established local as well as international brands. However, the industry is still in growth stage and there is huge opportunity grow. The industry poses little threat to new entrants; however, for new entrants to succeed in the market would require substantial investments and better marketing communication strategies (Wijaya 2014). Threat of substitutes (High): the products of restaurant industry has many substitutes that includes grocery chains that provides precooked foods products or readymade food products at comparatively cheaper price, food trucks and other small business that competes in the same industry (Porter 2013). Bargaining power of customers (High): customers have the ultimate power that determines success of a business as there are many restaurant businesses that targets the same customer segment and provides similar products. Apart from the competitors, the customers have the option shift towards the substitutes products (Westwood 2013). Bargaining power of suppliers (Medium): restaurant business is dependent on its suppliers as a restaurant is technically a processing unit that converts raw ingredients into exotic cuisines. The number suppliers in the industry are relatively low and a single supplier caters to many restaurants. Therefore, due to limited competition amongst suppliers of restaurant businesses, they can enforce some of their terms within the restaurant industry (Dobbs 2014). Industry rivalry (High): the restaurant industry is marked by many sellers or service providers that compete for the same customer groups and offers solution to similar customer needs. Therefore, the inter industry rivalry is very high (Menp and Brandt 2016). Strategies In order to assist GYG to develop and implement best business strategies that would beneficial for the business, Ansoff Matrix can be used. Ansoff Matrix is enables to explore various strategic choices that are present for the business by focusing on its current and potential markets (Hollensen 2015).Various strategic choices that GYG can adopt to develop its business has been discussed as Market development: Under this strategy, the company aims to sell the existing products of the company to more number of buyers in different market segments (MacCormack et al. 2012). GYG has adopted this strategy as it has opened its branches across the Australian market to target different markets in different geographical markets. In addition, the company has also targeted international markets (Japan and Singapore) by selling same products to different market areas (Boone and Kurtz 2013). Market penetration: market penetration is the strategy of selling same products to the same market. To successfully implement this strategy GYG has to develop marketing strategies that would enable it to get more customers. Effective use of marketing communication and developing differentiation strategies are an important requirement to succeed in this strategy. The company can introduce loyalty schemes, discounts; value added services and other differentiation strategies to attract more customers (Mullins et al. 2012). Product development: this strategic choice for the company aims at selling new products in the existing markets. The company can adopt this strategy by introducing new menu items as a product development strategy. As the purpose of this report is to develop a product launch for the Nerang branch that also caters to large number to tourists as well as local customers, it can add seasonal food and beverages to its menu to attract more customers. In addition, to target foreign customers the company it can add other cuisines to meet the demands of local as well as foreign customers (Hussain et al. 2013). Diversification: it is by far the most risky strategic business decision that a company can adopt. Diversification involves selling new products to new markets. As the company is in profitable position and the opportunity to grow in the same business is huge, it is not advisable to opt for diversification strategy (Schawel and Billing 2012). Since, the company has adopted product development strategy to grow in the existing market, it is important to discuss the marketing mix of for the company that would enable the company to successfully implement product development strategies. Marketing mix for GYG Product: product refers to the goods and services that the company offers to its customers. For GYG the products include Latin American cuisines and beverages that it serves to its customers. As the company wants to launch other food items such as ice crushers, and other in demand cuisines, it can position itself as a multi cuisine restaurant that has something for everyone as per their tastes and preferences (Borden 2015). Price: pricing is one of the most important elements in the marketing mix of GYG. As the company want to launch a new product, it can adopt promotional pricing strategies to attract customers. As the customers provides feedback about the new menu items it can decide whether to keep the new product add to its menu or discard it. Place: place refers to the distribution channels that the company employs to distribute its products. The company can offer its products to the customers at its stores as well as through the online order systems. However, the company needs to improve on its online delivery mediums as the area where the YGY branch is present has fewer online deliveries, therefore, the company needs to develop strong delivery channels to take advantage of the gap present in the market and gain competitive advantage over other. Promotion: promotion is very crucial aspect of marketing mix that serves the purpose creating awareness among the customers and to create a positive brand image for the company. As the company is launching a new product, it is important to create awareness among the customers about the new offerings that the company provides. The various promotional strategies that can be adopted are Online marketing communications: as the customers of the company are young, educated and urban customers, that have a presence in the virtual world, it is important to employ online communication mediums. The company can promote itself via social media such as Facebook, Twitter, Instagram, and other social media platforms (Kwok and Yu 2013). These mediums enables the company to engage customers at a more personal level as the company have the opportunity to get customers feedback, suggestions and preferences and develop or adopt strategies accordingly (Huang and Sarigll 2012). People: people refer to the employees of the company. People have a crucial role in determining the success of the company and also in the new product launch. People are the brand ambassadors of the company and reflect the values and culture of the organization. For a new product to be successful, the employees must be excited and motivated about the new product and needs to communicate or replicate such feelings to the targeted customers (Lovelock et al. 2014). Process: process refers to the mode of service delivery to the customers. A restaurant has the elements of both product and services, since services are consumed at the point of delivery, it is important to ensure that the quality of service delivered is of high quality, efficient and quick so as to create a positive image (Hanssens et al. 2014). Physical evidence: Physical evidence refers to the ambience and overall experience that a customer derives from the service delivery providers. GYG has a very saucy and at the same time relaxing ambience at its restaurants. The restaurant provides an atmosphere where the customers relax and enjoy their food. The restaurant play Latin American tunes and displays the heritage of Latin America prominently in all aspects of its restaurant whether it is wallpaper, cutlery, music, food or uniform of its staff. Therefore, it can be said that the GYG provides holistic experience to its customers. However, for the introduction of new menu items, the restaurant can adopt as per the different cultures and traditions of which the cuisine has been derived (Suthar et al. 2014). Customer Acquisition Plan: The following diagram is showing the customer acquisition plan for the launching of the product: Figure 1: Customer Acquisition Budget Planning for the new product launch: The projected budget plan is given in the below table. The initial capital for launching the products is AUD 100,000. Projected Budget Particulars Amount Initial Capital AUD 100,000.00 Operating Expenses Raw material AUD 30,000.00 Machinery AUD 20,000.00 Labor cost AUD 5,000.00 Miscellaneous expenses AUD 3,000.00 Cash in hand AUD 42,000.00 Total AUD 100,000.00 Recommendations For the restaurant business of GYG, the organization can effectively implement new product development if gathers the information about the customer preferences from the local as well as foreign customers (tourists). The company has established in the market by differentiating itself as a Tex-Mex restaurant. Therefore, the restaurant needs strategies that would ensure the success of the new menu additions. The company can achieve this by adding internal food and beverages into the menu that is in trend. In addition, adding local and seasonal dishes and dishes can be an effective strategy to retain existing customers and to attract more of the local customers. Conclusions From the above, discussion it can be concluded that there is huge opportunity for the business to grow in the market. As evident from the situation analysis undertaken by employing PESTEL and Porters Five Forces framework, the business environment is supportive of the business development. As discussed with the Ansoff Matrix, the best strategy that the company adopt product development strategy to grow in the market. For this GYG has to modify its 7 Ps of marketing to successfully implement its product development strategy. Further, the company would require strategies to measure and evaluate the effectiveness of the new product development, and make amendments accordingly. References Boone, L. and Kurtz, D., 2013.Contemporary marketing. Cengage Learning. Borden, N.H., 2015. The concept of the marketing mix. Harvard Business school. Dale, C., Robinson, P., Fallon, P., Cameron, H. and Crotts, J., 2016. Business planning and strategy.Operations Management in the Travel Industry, p.21. Dobbs, M., 2014. Guidelines for applying Porter's five forces framework: a set of industry analysis templates.Competitiveness Review,24(1), pp.32-45. Fleisher, C.S. and Bensoussan, B.E., 2015.Business and competitive analysis: effective application of new and classic methods. FT Press. Grnig, R. and Khn, R., 2015. Strategy Planning Process. InThe Strategy Planning Process(pp. 41-52). Springer Berlin Heidelberg. Guzmanygomez.com. (2016). Guzman y Gomez - Mexican Taqueria. Hanssens, D.M., Pauwels, K.H., Srinivasan, S., Vanhuele, M. and Yildirim, G., 2014. Consumer attitude metrics for guiding marketing mix decisions.Marketing Science,33(4), pp.534-550. Hollensen, S., 2015.Marketing management: A relationship approach. Pearson Education. Huang, R. and Sarigll, E., 2012. How brand awareness relates to market outcome, brand equity, and the marketing mix.Journal of Business Research,65(1), pp.92-99. Hussain, S., Khattak, J., Rizwan, A. and Latif, M.A., 2013. ANSOFF Matrix, Environment, and Growth-An Interactive Triangle.Management and Administrative Sciences Review,2(2), pp.196-206. Issa, T. and Issa, T., 2014. Sustainable business strategies and PESTEL framework.GSTF Journal on Computing (JoC),1(1). Kwok, L. and Yu, B., 2013. Spreading social media messages on facebook an analysis of restaurant business-to-consumer communications.Cornell Hospitality Quarterly,54(1), pp.84-94. Leuthesser, L. and Kohli, C., 2015. Mission Statements and Corporate Identity. InProceedings of the 1996 Academy of Marketing Science (AMS) Annual Conference(pp. 145-148). Springer International Publishing. Lovelock, C., Patterson, P.G. and Wirtz, J., 2014.Services marketing. Pearson Australia. MacCormack, A., Crandall, W., Henderson, P. and Toft, P., 2012. Do you need a new product-development strategy?.Research-Technology Management,55(1), pp.34-43. Menp, J. and Brandt, A., 2016. Successful foundation for concept entirety and marketing: Case Restaurant Fregatti. Magretta, J., 2013.Understanding Michael Porter: The essential guide to competition and strategy. Harvard Business Press. Mullins, J., Walker, O.C. and Boyd Jr, H.W., 2012.Marketing management: A strategic decision-making approach. McGraw-Hill Higher Education. Porter, M., 2013. THE EXTERNAL ENVIRONMENT.Entrepreneurship,5, p.49. Robinson, P., Lck, M., Smith, S.L. and Lackey, M. eds., 2013.Tourism. CABI. Schawel, C. and Billing, F., 2012. Ansoff-Matrix. InTop 100 Management Tools(pp. 22-24). Gabler Verlag. Suthar, B.K., Lathangi, R. and Pradhan, S., 2014. Impacts of Marketing Mix and Customer Perception on Brand Loyalty.Global Journal of Finance and Management,6(7), pp.619-636. Wall, L., 2014. Business plan: It's business time!.AJP: The Australian Journal of Pharmacy,95(1131), p.50. Westwood, J., 2013.How to write a marketing plan. Kogan Page Publishers.