Uses of Bioinformatics in the Biotechnology-Samples for Students

Question: Set up a Report that Illustrates Some of the Uses Of Bioinformatics in the Biotechnology And/or Research Sector. Answer: Prologue to the general field of bioinformatics. Bioinformatics apparatuses are significant in key exploration on the transformative speculations and down to earth cases of the protein plan. They are utilized in biotechnology and different parts of organic examination. Different methodologies and calculations that are utilized in such examinations incorporate; arrangements of the structure and groupings, expectation of the optional structure, characterization of proteins and progress of protein articulation in the cell cycle (Felix et al., 2005). In this exposition, we will talk about the employments of bioinformatics in biotechnology, organic sciences and clinical exploration fundamentally looking at the general field of bioinformatics, sorts of information associated with bioinformatics and the utilizations of bioinformatics in the logical procedure. Rana (2012) contends that genome sequencing and the investigation of the X-beam structure have prompted tremendous measures of structures and successions of various proteins into established researchers. The data acquired from such examination can be utilized in natural and clinical exploration successfully, on the off chance that one can decipher the data they give fittingly (p.10). Two kinds of computational procedures can be utilized in the examination of such information these remember reenactments of the full iotas for atomic elements or the bioinformatics approach (Rana, 2012, p 11). Bioinformatics is a field in organic sciences that includes measurable examination of the structure and groupings of proteins. Besides, it helps in the explanation of the genome, understanding its capacity and foresee structures. In any case, the procedure is conceivable when the protein arrangement data is accessible. Bioinformatics has gotten a significant upheaval natural sciences with integral assets that give immense data. They are the most mind boggling and amazing assets in organic sciences by and by. Moleculardynamics and sub-atomic demonstrating reproductions study the collapsing and elements of proteins (Rana, 2012, p.12). As indicated by the National Institute of Health, bioinformatics is engaged with exploration, improvement and use of instruments in calculation to enlarge the clinical, conduct and organic information. Notwithstanding that, it assists with procuring, store, sort out and decipher data. Bioinformatics has been utilized in the Human Genome Project, which has pulled in much enthusiasm from specialists and encouraged the examination of a lot of bio information. The information should be broke down because of the advances made in sub-atomic science methods (Kumar, 2015, p.2). Rana (2012) further delineates that bioinformatics has prompted significant disclosures in medications and medication, plant sciences science moreover, it has helped pharmaceutical organizations to set aside cash, time and the executives of enormous natural information. Notwithstanding that, its points incorporate arranging information for scientists to increase simple access to data, to create information investigation devices and decipher data in a significant manner. Also, bioinformatics gives accessible apparatuses to break down information and decipher results (p.14). Exploration regions in bioinformatics incorporate genomics, proteomics, and PC helped tranquilize structure. Notwithstanding that, research territories further incorporate natural databases, organic information mining, microarray informatics, atomic phylogenetics, (investigation of a living beings at the sub-atomic level so as to accumulate data on phylogenetic connections of living beings) and agro informatics (horticultural informatics that manage plant research) (Rana, 2012, pp. 13-18) Kinds of Data in Bioinformatics. Kraulis (2001) accentuates on the expanding nature and accessibility of natural information; a marvel has required making of databases whose sole intention is to gather information, sort out it in a structure that is important and guarantees simple understanding (standard. 1). Databases have been characterized into various structures to keep up request inside the logical procedure, improve openness to data and decrease reiterations. Also, so as to facilitate the entrance to information, it is critical to initially have the required data and look for it from the proper database (Kavitha, 2012). Databases are grouped by the information that they oblige. The sorts of information incorporate one, biomolecule arrangements, proteins and nucleic acids, for instance, EMBL, DDJB, Genebank, PIR and Swiss-Prot. Two, bio-sub-atomic structures with models, for example, PDB. Thirdly, we have lists of sources or logical literary works and their models incorporate Scopus and PubMed, these are web indexes and some are free while others expect membership to get to content. Notwithstanding that, we have quality articulation profiles, hereditary clutters and entire genome successions (Kavitha, 2012). The information or data has sources that are classified into essential databases, auxiliary databases, composite databases and coordinated databases. Essential databases have atomic information introduced in its underlying structure. Instances of essential databases are GenBank, for groupings in nucleic acids, Protein Data Bank (PDB) for sub-atomic structures, PIR (Protein Information Resource) and SWISS-PROT for protein arrangements. They contain blends of information, for example, quality successions from mRNA or genomic DNA, genome groupings, chromosome arrangements, commented on sections and halfway or complete passages (Welcome Genome Campus, 2017). Optional databases have data gotten from essential information examination and it is progressively valuable and applicable. Moreover, the data is organized to meet explicit enunciated necessities. Instances of auxiliary databases incorporate UniGene and Eukaryotic Promoter Databases, which are optional databases that are arrangement based. The developmental and auxiliary connections between the known structures of proteins is depicted by SCOP (Structural Classification of Proteins).The various leveled grouping of structures in proteins is remembered for CATH (Class, Architecture, Topology, Homology) (Welcome Genome Campus, 2017). Composite databases are collections of optional information and they are simpler to use since they permit the client to get to all data that is important from one source as opposed to associating with different assets. The NCBI database (National Center for Biotechnology Information) is one best composite databases. Notwithstanding that, it incorporates numerous essential and optional databases, for example, PubMed, Genbank, and OMIM. NCBI is a free online database for getting to quality arrangements of phyla and species. The database incorporates quality alleles and changes, quality successions, protein arrangements and genome pathways (Lesk, 2008). At long last, incorporated databases have information from various living beings that are connected. They are significant for contemplates including genomic connections in creatures, they additionally outline relations in development inside living beings. These sorts of examinations are significant in phylogenetics since qualities that consider articulation of characteristics of financial worth can be recognized in plants. For instance, Arabidopsis thaliana incorporated databases give genome and transcriptome grouping information connecting a Brassica types of monetary worth and a creature that goes about as a model (Lesk, 2008). Moreover, there are other exceptional sorts of databases, for example, SGN (Sol Genomics Networks) for life forms, for example, potato, tomato, eggplant and the pletunia. Vegetable Base for Glycine max and Lotus japonicas. Bean qualities for Vigna species and Phaseoulus. Gramene databases for rice, maize, grain, wheat, oats and foxtail. Plant Transcript Assemblies Databases for a few plant animal categories. Aphid Base databases for a few aphid animal groups and SYSTOMONAS databases for biotechnology and the disease of Pseudomonads .Human Aging Genomic Resources (HAGR) for the hereditary qualities and science of maturing in people. FLYMINE databases for Anopheles and Drosophila genomics (Seung et al., 2006). A few databases can be converged based on a creature's ordered character. The merger of databases prompts arrangement of incorporated databases. By and by, chip away at the investigation of the genome and transcriptome of numerous species has begun. Thusly, the work has grown more databases that are organ explicit. They incorporate Chlamydomonas Center green growth for green alga, Medicago.org for Medicago truncatula, Soybase for soybean, Oryzabase for Oryza species (rice), FLYBASE for Drosophila and OMIM for hereditary clutters. They gather information acquired utilizing different methods utilized in examining plant frameworks which incorporate linkage maps, microarray information, transcriptome and genome sequencing (Seung et al., 2006). A significant number of these databases are acquired through sites that sort out the information such that a client can without much of a stretch access it on the web. Notwithstanding that, same information can be downloaded from sites in a different organizations. The organizations incorporate grouping information, text connections and protein structure. These organizations can be found from given sources, for example, OMIM and PubMed that give text designs, GenBank that gives succession information as far as DNA, and Uniprot regarding protein lastly, protein structure are given by CATH, SCOP and PDB((Lesk, 2008). Uses of bio-informatics Vaccine disclosure The accessibility of genomic information, registering assets, innovation, immunogenetics, and the better comprehension of the insusceptible procedure has prompted immunization research (Shanju Shangeetha, 2013). The study of opposite vaccinology and sound plan of immunizations are the new markers of antibody advancement in future, the strategies have been utilized to consider peptide antibodies. The protein antigen in a viral genome that delivers an insusceptible reaction is examined and afterward incorporated to a peptide immunization; this is utilized being developed of antibodies against different infections, for example, coronavirus and flu (Smith, 2003). Gregory (2010) states that the ongoing headway in techno

Love and Marriage Essay Example For Students

Love and Marriage Essay In both Romeo and Julietand the Mechant of Venice love and marriage are significant ideas that tie a considerable lot of the characters together. The couples who are maybe the most comparable are Romeo and Juliet and Lorenzo and Jessica. All through the play these youthful darlings wend their way to the grounds of marriage , however just one sets will at last endure. The street taken by each couple , driving toward joy or catastrophe, is one which manages an understanding into the advancement of the topic of sentimental love in two of Shakespeares best adored plays. Romeo and Juliet is a play dependent on affection between the two. Romeo and a groupof companions chose to go to Juliets family party. Romeo wasnt welcomed, he welcomed himself. They all had veils which camouflage them. When at the gathering Romeo saw Juliet just because and fell profoundly infatuated. Romeo and Juliet went behind a divider and started to talk. After the gathering Romeo was on his way home when he heard his friendswalking not far off so he revealed to them he was giong to visit Juliet. He went into Juliets garden. As he was there he heard Juliet discussing Romeo. That iswhen they fell profoundly infatuated with one another. In The Meaning of Shakespeare it says that the Merchant of Venice has three plots. The three plots are the bond subject, the coffin topic, and the ring topic ( Goddard 117).In Romeo and Juliet there is only one topic which is love and the manner in which it associates with violence(Watts 90 ). These plots play a significant move to the two couples marriage. In the two plays the affection between the couples is covered up( Frye 15). The two couples in 2which this happens is Romeo and Juliet and Bassonio and Portia . Romeo and Juliets love was escaped everybody butthemselves. Bassonio and Portias love was concealedto themselves in the manner that not even they themselves truly knew. So both of the couples shared a great deal for all intents and purpose all through there adoration and marriage. Be that as it may, as, you most likely are aware, just one couple would at last endure. The coffin topic and the overhang scene fit together truly well since that is the place the two couples make it last on the marriage. The overhang scene is were Romeo catches Juliet discussing the amount she adores Romeo. Romeo at that point comes out from behind the hedges, and by then they choose to get hitched. Bassonio and Portia become a couple when, Bassonio tags along and picks the heavy coffin (Shakespeare 404). In both Romeo and Juliet and The Merchant of Venice there are some significant characters that help the darlings essentially en route. In Romeo and Julietthere are two significant characters they are Friar Lawrence and the Nurse. Monk Lawrence is the individual that Romeo goes to when he is pained or is settling on a significant choice. The Nurse is Juliets go to individual. In the Merchant of Venice Bassonio and Portia have notable individuals who help them out en route. Bassonios amigo is Antonio. Antonio is the individual that makes everything workable for Bassonio. Antonio was the individual that permitted the cling to work. In conclusion we have Potia and Nerissa, they cooperate all through the play helping each other en route. In the two plays there was disdain between the two couples and their families. In Romeo and Juliet, Romeos family was quarreling with Juliets family. In The Merchantof Venice, it was fundamentally the same as on the grounds that Jessicas father, Shylock was a savage man.3Shylock despised individuals who werent Jewish. Jessica and Lorenzo were likewise a significant couple all through the play. They offered themselves to one another (Barnet 4)In the two plays there is a significant distinction. It was that in Romeo and Juliet Shakespeare enters in on one couples love all through the play. Shakespeare additionally makesthis play sentimental, yet as it carries on it turns out to be extremely heartbreaking you see individuals from the two Romeos family and Juliets family pass on. In the Merchant of Venice Shakespeare centers in around various couples love. A portion of the couples whose affection was fruitful was Lorenzo and Jessica and Bassonio and Portia. He additionally makes this play start cheerful and end upbeat. So as you see Shakespeares two best cherished plays are comparable in the method of affection and marriage and distinctive in their own particular manners in the way that Romeo and Juliets love prompts passing and Bassonio and Portias prompts joy.

Cyber Security and Startups Case Study Example | Topics and Well Written Essays - 250 words

Digital Security and Startups - Case Study Example A little organization can shield itself from DDoS assaults by enlisting for site facilitating administrations with mammoth associations like Amazon and Google that can hold cumbersome progressions of assault move. Another approach to secure against DDoS assaults can be through buying in for moderation benefits that screen the progression of information from servers and other information sources (Perlroth and Wortham, 2014). These techniques empower littler organizations to obstruct the infections that hinder the smooth shout of data or access to significant assets. Little tech new businesses have become visit focuses of the assaults since they have significant information that the DDoS assault can hurt (Perlroth and Wortham, 2014). New organizations pull in various clients who visit their sites for data concerning the firm. They don't likewise introduce safety efforts to ensure against such assaults, which make them powerless against pay the payment requested. It is clear that the assailants target new foundations that don't have the experience of managing present day components of digital assaults. The post obviously represents the importance of DDoS assault and the different methods for staying away from such difficulties. Be that as it may, the essayist doesn't give a point by point examination of the assault and how little organizations are the ideal objectives. This creates turmoil, particularly with respect to the payoff charges since the post shows two clashing charges of $20 and $2000. The charges posted here mirror the ones that future DDoS aggressors may request and not the current

Industrial Revolution Also Lead - Free Essay Example

A major impact from urbanization is factories being built. The first factories in America were created in the 1790s by Samuel Slater. The Slater mill made the yarn making process much easier and more efficient (The First Factories). Francis Lowell also created a machine called the power loom that also made cloth from a machine and was more advanced than the Slater mill. Another invention Lowell created was a water powered mill that made cotton into cloth in the same building (The First Factories). The creation of these machines lead to advanced factories in the later 1880s. These factories were replacing craftsmen and work produced by skilled workers by making a very fast and efficient way to produce goods. Owners of these factories paid their workers low wages on a very long work day and they had very poor working conditions. Women and children were also employed in these factories but made much less money than men. About 35,000 workers per year were killed in accidents in the workplace. Many people got upset with all these issues and these problems lead to the creation of labor unions to help get better working conditions and to get better pay and also better working hours (Urbanization). The creation of the Erie Canal was another important creation during the beginning of the Industrial Revolution. The Erie Canal was created because people needed a way to travel from the East coast of the US to the west. The Erie Canal spanned from the Hudson River to Lake Erie creating a way to the west. Before the creation of the Erie Canal people couldnt sell their crops easily because there was very few roads on the East coast. More roads and canals couldnt be created due to mountains in western Pennsylvania and Maryland (Benson) The only area with low enough mountains was New York which set up the creation of the Erie Canal. The Erie Canal had a very important impact on the economy of America. It made an inexpensive route to get western goods such as lumber, grain, and flour to get to a major city like New York City (Benson). Also it made people on the East coast settle westward. Many farms were created on or near the Erie Canal and turned little towns in the west into thriving towns (Benson). All these positives turned New York into the biggest port in the country. One negative of the Erie Canal is the spread of diseases such as smallpox and cholera affecting people using the canal and people living in New York. The Industrial Revolution also lead to many changes in the government. One important change was the formation of the republican party which is major party still used today. The Republican party was formed because northerners were angry about the Kansas-Nebraska Act that allowed slave owners to take their slaves into the west (The Rise). Six years after the formation the first republican president was elected Abraham Lincoln (The Rise). Abraham Lincoln went on to try and keep the US together after that failed he won the North Civil War and abolished slavery with the 13th amendment in 1865 (The Rise). The Industrial Revolution lead to many new ideas and inventions that helped shape the world today. Also many new ideas such as the cotton gin and slater mill helped speed up the world leading to modern technology. Urbanization lead to the formation of many cities in the United States today. Some other important invention in the Industrial Revolution were the light bulb, the telegraph, the phonograph, the steam engine and the Model T were all very important inventions.

Marketing Analysis Abercrombie Stitch - 2730 Words

Abstract Consulting Creative has been approached with the task of transforming a company into a creative hub. Abercrombie Stitch, an all-American clothing company is facing many challenges related to its culture, policy on diversity, and organizational values, which disrupt its potential to be creative and collaborative. The establishment of a creative hub needs to encompass the elements of creativity and collaboration. Creativity is the generation of new and valuable ideas and collaboration is the connectivity of creative resources. Brainstorming techniques and organizational encouragement to be creative are suggested as implementations. The major emphasis of the implementation focuses on collaboration including training leaders to be collaborative, creating a collaborative community, choosing the most appropriate collaborative style for AS, and lastly using technology to connect AS with others. Dear Abercrombie Stitch, Thank you for the opportunity to work with you and your brand to establish a culture of creativity and transform your organization into a creative hub. We, at Consulting Creative, understand that Abercrombie Stitch (AS) creates a timeless and authentic brand that prides itself in designing and producing the highest quality all-American attire. Considering the economically challenging market and need for innovative business strategies we intend to aid AS in establishing creative and collaborative business practices that do notShow MoreRelatedThe Emergence of the Fast Fashion Business Model and Imposed Quick Response Challenges for Chinese Fabric Manufacturers14773 Words   |  60 Pagesbasis of calendars similar to that shown in Fig. 2. In contrast, fast fashion retailers maintain a leading edge in the highly competitive clothing industry by implementing classic QR strategies, prompt and direct development with suppliers, and keen marketing sensibilities to mass-produce ontrend, ine xpensive collections in record time with global distribution (BBC 2007; Bruce and Daly 2006; Ruddock 2007). The quick replenishment of products through frequent, smaller, repeat orders to suppliers is more

Comparing and Contrasting 1984 and V for Vendetta - 886 Words

Comparing and Contrasting 1984 and V for Vendetta The novel 1984 and the graphic novel V for Vendetta have similar views on how society is being run. However V for Vendetta was based on 1984 since 1984 was written before V for Vendetta. Both of these novels are similar in a way like the themes and how the male protagonists are the one in charge of overturning the government. The first similarity between 1984 and V for Vendetta is that the society is being run by totalitarian rule. It is the government that controls the lives of the people and how the society should be run. In 1984, ‘Big Brother’ aka the Inner party, is the figure that keeps an eye on the people and uses telescreens to watch their movement while in V for Vendetta;†¦show more content†¦Both two governments need to have the support of the people to operate as the citizens are the majority of the country and if brain washed well, won’t have to worry about rebellion (the governments are set in England in 1984 and V for Vendetta. However the difference between how the inner party and the Norsefly party use propaganda is different as the inner party tend to use lies to tell the people about its development and all the good news while the Norsefly party improvise and not tell directly to the people about any incident like the bombing of the parliament. Another similarity between 1984 and V for Vendetta is the relationship between the protagonist and the girl. In 1984 Winston Smith had a relation with one of the party member, Julia. In V for Vendetta there was also some sort of relationship between V and Evey. The relationship between Winston Smith and Julia tends to be more in love and sex while the relationship between V and Evey is more or less about friendship and sibling type. Another thing in common between the relationships is the age gap between the opposite sexes as the male characters are older than the female characters. However the contrast between these relationships is that; Winston and Julia stays together most of the time in 1984 and in V for Vendetta, V and Evey are mostly separated the whole time. The settingShow MoreRelated1984 and V for Vendetta Comparing and Contrasting Essay754 Words   |  4 Pages1984 And V For Vendetta Comparing And Contrasting Essay George Orwells 1984 and the movie V for Vendetta both have similar views on how society is being run. Since The book 1984 was written before V for Vendetta, so perhaps V for Vendetta may have based some of its ideas on this book. Both 1984 and V for Vendetta have similarities like the way the themes and how the male protagonists are the one in charge of overturning the government. The first similarity between 1984 and V for VendettaRead MoreStephen P. Robbins Timothy A. Judge (2011) Organizational Behaviour 15th Edition New Jersey: Prentice Hall393164 Words   |  1573 PagesApplications 239 3 The Group 9 10 11 12 13 14 15 Foundations of Group Behavior 271 Understanding Work Teams 307 Communication 335 Leadership 367 Power and Politics 411 Conflict and Negotiation 445 Foundations of Organization Structure 479 v vi BRIEF CONTENTS 4 The Organization System 16 Organizational Culture 511 17 Human Resource Policies and Practices 543 18 Organizational Change and Stress Management 577 Appendix A Research in Organizational Behavior ComprehensiveRead MoreMarketing Mistakes and Successes175322 Words   |  702 Pagesexamined only notable mistakes, and based on your favorable comments about recent editions, I have again included some well-known successes. While mistakes provide valuable learning insights, we can also learn from successes and find nuggets by comparing the unsuccessful with the successful. With the addition of Google and Starbucks, we have moved Entrepreneurial Adventures up to the front of the book. We have continued Marketing Wars, which many of you recommended, and reinstated Comebacks of

Strategic and Responsible Innovation Management

Question: Discuss about theStrategic and Responsible Innovation Management. Answers: Introduction Banaitja Restaurant is planning to open a Restaurant in Northern Australia with its decoration and themes entirely structured based on several historical events of Australia. This brand is new and thus they are preparing a business plan in order to understand the market of Australia so that they can prepare their organization accordingly. Banaitja Restaurant is attached with the most popular financing service provider organization of Australia named as Australian Mutual Provident Society (AMP Australia). However, the management of the restaurant knows it clearly that entering into the restaurant business of Australia is not an easy task as the industry is highly competitive with periodic overcapacity, low margins and low entry barriers. On the other hand, according to Piercy (2014), the amount of substitutes in the market is also quite high. This is the reason that the organization is implementing a unique idea as a competitive advantage in the industry. Not only that, the organizati on has also established a set of goals for themselves, which includes repeat business, offering healthier foods to the customers, location and right food in order to attract the potential customers. The mission of Banaitja Restaurant is to serve fast hot or cold sandwiches with huge verities of salads with specific recipe focusing on Australian and Asian cuisines. According to Walker (2015), in Australia a large number of students belong from Asian countries such as India and China and none of the restaurants in the country offer Indian and Chinese foods and beverages. Therefore, the organization is planning to target this specific segment of the market. As mentioned by Fitzsimmons and Fitzsimmons (2013), there are several other challenges remain in the Australian market and this is the reason that the organization is conducting a complete marketing research to point out those issues and challenges as well as the benefits and advantages they will have. Company Description Banaitja Restaurant is a North Australian based organization that is starting their new venture by opening their restaurant. The organization is connected with one of the most popular financing organization of Australia, which is AMP Australia. AMP Australia is helping Banaitja financially and helping to them to gain a superior position in the Australian Service Industry. The owner of the restaurant is north Australian citizen and that the reason they named their organization as Banaitja that means creator deity or God as per native beliefs. They have also decided to design the restaurants based on the well renowned historical events of Australia, China, India and other Asian countries. New Business Idea Australia is famous for its service organizations such as restaurants and hotels. All the hotels and restaurants are offering several types of foods and beverages based on the customer demand. However, Banaitja has come up with a new business idea by giving a cultural and historical tough in the restaurant. The design of the restaurant will be structured based on the history and culture of Australia and other countries such as India and China. The management of the restaurant will organize different places for different types of customers. For example, for an Australian customer the serving area will be different from an Asian customer. The organization is also planning to offer newspapers and magazines to the international customers based on their country. For example, an Indian customer will be able to have an Indian newspaper or magazine. This diversity will also be applied on foods and beverages. Based on the country and culture the customers will be offered foods and beverages. However, the customers will also be free to order any food or beverage. The main attraction of the business will be different types of salads including Caesar Salad, Greek Salad, Watercress and Sesame Salad, Homemade Potato Salad, Italian Eggplant Salad and Maury Island Cranberry Arctic Salad. Industry Attractiveness (Porters Five Forces) Figure 1: Porters Five Forces Model of Australian Restaurant Market (Source: E. Dobbs 2014) Threat of New Entrants (Moderate) A number of quick service restaurant chains such as McDonalds, Burger King, Pizza Hut, KFC and Dominos dominate the Australian restaurant industry. Those global brands are exceptionally valuable and have gained strong customer loyalty and recognition. The specialty of these brands is its consistent quality and service. According to Jayawardhana and Weerawardena (2014), McDonalds is the leading restaurant brand in Australia that has adapted their marketing orientation to suit Australian cultures and social norms. This not only helps them to strengthen its brand but also helps them to avoid consumer disaffection. Therefore, it can be said that as a presence of some well-renowned brands, new entrants struggle to compete as their brands are unknown and advertising campaigns are expensive. Besides, the existing firms already have the resources to retaliate uncompromisingly via pricing promotions which stops the new players from entering the market (Al Shibly et al. 2015). However, Banaitj a has a strong support of AMP finance which will allow them to deal with these issues. Threat of Substitution (Moderate) In Australia, threat for substitute is high for Banaitja as food can be purchased almost everywhere through numbers of online and offline foodservices. However, according to Rothaermel (2015), the expediency is the value-adding service component of the service that reduces the threat of substitutes in the Australian restaurant industry. Consumers can cook at their homes but this lacks the element of convenience that the people require nowadays. Although, there are a numbers of fast food restaurants in the Australian market the latest trend of the obesity has ensured that the current business idea of nutrias food will be highly profitable. Therefore, it can be stated that ready meals are substantial threat for Banaitja Restaurant. Competitive Rivalry (Strong) According to Thornton et al. (2016), McDonalds and Burger king rules the burger segment in Australia and the rest of the market is fragmented with many global chains and independent operators such as Quay, Attica, Momofoku Seibo, Marque, Vue de Monde and Sepia. As mentioned by Ryu et al. (2012), the competition is mainly cost-based as the firms are regularly investing in their services in order to outnumber its competitors. On the other hand, exist cost is also low in the Australian restaurant industry and capacity can be increases easily through franchising. However, the biggest weapon for gaining a position in the Australian restaurant industry is branding which Banaitja does not have now. Power of Buyers (Moderate) The market competitiveness in Australian restaurant industry is enormously high that increases the buyer power. Besides, the customers are price sensitive with no switching cost among the providers. However, according to Ryu et al. (2012), the leading restaurant and fast food brands are trying to reduce the buyer power in Australia by offering a product range that will cater for the entire demographic segment rather than one specific segment. Besides the firms are also trying to implement high brand value and customer loyalty to reduce the buyers bargaining power. Therefore, it can be stated that Banaitja will face a moderate amount of buyer power when they will launch their business in the market. Power of Suppliers (High) According to Cavusgil et al. (2014), power of supplier is relatively high in Australian restaurant industry than any other industry. The bargaining power of suppliers is known as a reversal of the power of buyers. This force is also called as the market of inputs. The suppliers of raw materials, labor and technical services carry a moderate amount of influence on the organizations. The bargaining power of suppliers is considered as high in restaurant industry Australia as they suppliers hold the key for the raw materials such as meat. All the restaurants and fast food organizations of Australia offers foods related to meat. None of the organizations has the infrastructure to produce meat on their own. They will have to rely on several supplier organizations for that. It would be no different for Banaitja restaurants as they will have to maintain a amicable relationship with the suppliers in order to run their business properly. Therefore, the suppliers will have the opportunity to di ctate terms as per their advantage. Figure 2: Pestel Analysis of Australian Restaurant Market Environment (Source: Yksel 2012) Political Factors According to Parsa et al. (2012), from the political prospective, Australia is considered as a safe destination for investment. The political and regulatory atmosphere of the country is stable, open and progressive that helps the investors with to gain confidence and certainty. Besides, the political system of Australia is highly efficient in responding challenges related to economy. The Australian Government has been ranked in the top two countries as a most adaptable country that can frequently change its policies to match the changes in any business industry. Therefore, it is highly expected that Banaitja will have proper and appropriate help from the political policies of the Australian Government. Economical Factors Restaurant industry of Australia is known as the peak organization that includes nearly 40,000 restaurants and caterers in the country. The industry is responsible for achieving some $15 billion per annum which is contributing highly to the economy of the country. Besides, the economy of the country is also stable and wealthy which is investing highly in its restaurant industry. Besides, as a result of good looking economy and increased amount of earning by the citizens, the buying behavior has also changed significantly (Butlin 2013). The people are more happy to buy foods from restaurant either offline or online. Besides, the restaurant industry of Australia largely contributes to the economy of the country; therefore, the Government is also looking after the industry by implementing suitable rules and regulations to help the restaurant industry. Social Factors Recently most of the countries and their health care departments have taken a big step to minimize the effect of obesity on the citizen. Several health care events and programs sponsored by the Government are also implemented to increase the awareness among the people about healthy lifestyle (Zhang et al. 2013). Australia is one of the top counties that are affected by the problems related by obesity. Therefore, the Government of Australia is also trying to increase the awareness among the people so that they can reduce the consumption of fast food (Porter and Tanner 2012). This is the reason that many fast food players are feeling pressure in the restaurant industry of Australia. According to Thomas (2015), none of the fast food chains or restaurant chains of Australia provides healthier foods to its customers. Most of the foods contain a huge amount of calorie which can hit the restaurant industry of Australia. This is place where Banaitja Restaurants can avail a great opportunity. For the existing restaurants it is tough to restructure the entire menu in order to provide healthier food. However, as Banaitja is just starting their business, they can easily include number of healthier foods in their list, which will attract health concerned customers of the country (Nielsen and Parker 2012). This is the reason that the organization has already decided to offer a huge number of salads to its customers. However, as the organization is going to target the international students, the chances are low that offering healthier foods can attract them, as the students are not much concerned about their health. Technological Factors Consumer familiarity with new technology is increasing day by day. Therefore, the fast food firms are using social media websites to reach and communicate with the existing and potential customer base. For example, McDonalds is the ninth most liked brand on Facebook. Besides, according to (Franks et al. 2014), 83% of the total population of Australia is habituate in online food buying. Therefore, it is obvious that a restaurant or fast food brand that has an online website possesses a great competitive advantage over other brands. Therefore, Banaitja is recommended to implement their online site as soon as possible right after launching their restaurant. Besides, it is also essential to develop a Facebook page to communicate with the potential customer base in order to increase to brand value (Kucukusta et al. 2014). Environmental factors As a result of high amount of awareness among the countries in terms of environmental pollution, environmental lobbyists and governments are pressuring the fast-food firms to become more green. Burger King has already faced a big challenge as in Australia the Government has restricted the destruction of forest which used to help the organization to increase the beef production to meet the demand for beef-burgers. On the other hand, recycling of products is another major issue faced by the Government of Australia that they are trying to maintain at any cost (Jeston and Nelis 2014). As a result, most of the restaurant organizations have already adopted recycled packaging. Therefore, before starting their venture, Banaitja must consider these factors and must structure their restaurants to support meet these governmental rules and policies. Legal Factors Legally the taxation policies and all other policies of Australia are supportive to the restaurant industry of the country. However, recently the restaurant organizations are dealing with a serious problem which is false negative reviews of the customers (Lucas et al. 2013). A research conducted by R CA members show that almost 61 percent restaurant chains are concerned with this problems, as they believe that these comments can play a major part for the other customers while selecting a restaurant brand (Finkelstein 2013). Therefore, The restaurant industries have requested the local Government to enforce powers to ACCC to investigate issues of misuse and also requested to implement rules and regulations so that restaurant owners can have the right of reply when negative review is posted. Besides, it is also demanded that a user must reveal his identity when making a post in any review related website which will ensure that whether the customers has really faced any issues with the restaurant or not. 4ps of Marketing Mix Figure 3: Marketing mix of Banaitja Restaurant (Source: Armstrong et al. 2014) Product Banaitja will have to understand that customers have other priorities and places to spend their money. Therefore, before offering menu items to the customers they will have to put considerable emphasis on it. It is important that the restaurant brand must conduct a market research to understand the customer requirements and spending behavior. However, requirements and demands of the customers change over time. According to Sacks et al. (2015), what is attractive to the customers today might not attract them tomorrow. That is the reason the organization is focusing on various food options in order to meet the demands of all the customers. On the other hand, to meet the healthy needs of the customers, Banaitja is also going to provide several salad items to its customers. As the organization has targeted the international students of Australia, their products will also include food products that are famous in those countries. Price As mentioned by Mintz and Currim (2013), the perception of a customer is an important determinant of the rice charged. Customers have a habit of drawing their own mental picture of what a product if worth. Sometimes the companies offer low price for a product to gain competitive advantage over the market rivals. However, according to Huang and Sarigll (2012), customers might feel that the quality is being compromised and that is why the organization is able to offer such low prices. On the other hand, offering high prices is also a threat as the chances are high that other market rivals are offering same product in a lower price. In Australia, market competition is tremendously high, Therefore, Banaitja will have to adjust their product prices so that customers do not judge its product based on price but on quality. Promotion The only best promotional tool that Banaitja can sue is online advertisement. It is already mentioned that 83% of Australias population is using internet to gain knowledge about anything (Pavlou and Stewart 2015). Therefore, the organization can open their online website to reach to the customers. On the other hand, opening a Facebook page will also help the organization to communicate with the customers and to attract them by offering gift coupons and special discounts. The organization can also use some traditional promotional steps such as television advertisements, newspaper advertisements and advertisements through magazines. Place In the marketing mix place is not only indicates the physical location or distribution points but also encompasses the management of a range of processes that serves to bring the products to the customers. Currently, Bnitja has selected North Australia to start their venture which is strategically good decision as the organization is North Australia based which will allow them to operate with a minimum transportation cost. In its initial stages of business, low transportation will help Banaitja to gain a competitive advantage over the market competitors. Overall Market Segment 7.1 Market needs Market needs or customer needs in Australia in terms of fast food have changed a lot in past few years. As a result of several Governmental projects, the citizen of the country are now aware of the threat carried by obesity. They also know that excessive fast food consumption is the major factor of obesity. Therefore, the demand of fast foods is reducing slowly but steadily in the country and the customers are looking for healthier foods. Market Trends Market trends in Australian restaurant industry includes higher amount of investment to develop new concepts like different menus and outlets and services. According to Grn and Dolnicar (2015), fast food customers of Australia are the most demanding and in terms of quality of the food and service of the food. They also possess higher expectations from the restaurant brands while visiting their places. From many years, McDonalds and KFC have done several experiments with concept stores that offer health care meals, gourmet ingredients and table services to acquire a superior position in the Australian market. Banaitja will have to do same or something better than this to gain market share in this competitive market place. Market Growth Market growth of Australian restaurant industry is getting smaller as the people of the country are choosing healthier foods. Healthy eating campaigns by the local Government achieved enormous success as one in three happy meals sold in Australia includes a healthier meal (Lee et al. 2016). Therefore, the fast food industry one the verge of facing a crisis in customer demands. For Banaitja this is an opportunity, they are already planning to add healthier foods in their menus, which is for sure, will attract more customers. Target Market The primary target market for Banaitja is the normal Australian citizen. However, they understood that fact that a large amount of the countrys population includes international students. They also figured out that students from Asian countries such as India and China are facing some issues to cope up with the prices of fast foods in the country (Dolnicar et al. 2012). Therefore they have also decided to include Indian and Chinese foods in their menus to attract those international or migrated students towards their restaurant. Financial Projections In order to analyze the feasibility of the proposed business, it is important to undertake financial projections of the project that aims at providing the investors about the projects profitability (Kauko and Palmroos 2014). Financial projections for a new business or project comprise sales forecast, breakeven analysis, profit and loss projections and cash flow statements (Wang 2014). Sales Forecast From the above discussion about the market opportunities and the ability of the management to successfully implement the proposed business plan, it can be stated that the market has huge potential for the restaurant business and restaurant sector is expected to grow in a fixed rate of 10 to 8% per year. The overall restaurant market in the Northern area of Australia is estimated to be around 0.75 million and the project aims at capturing the 10% of the market share (Soofi and Cao 2012). The table below represents the expected sales for five consecutive years in AUD per year and average customer that are expected to visit the restaurant. In addition, the customer spending is estimated to be AUD 20 for each visit to the restaurant. Further, the sales is dependent on many factors such as customization of the products and the quality of service provided to the customers, these factors are taken into consideration before determining the sales forecast. Product/ Year 1 2 3 4 5 Units (customers) 3750 4312.5 4959.4 5,703.3 6,558.7 Sales @ AUD 20 75,000 86,250 99,188 114,066 131,175 (Source: As created by author) Cash Flow Cash flow represents the total amount of money invested into the business at various points of time and also the money taken out from the business (Kingdon 2012). For this project the money is sourced from the investors own end and no loan or other source of income is considered as the business is primarily a partnership business. Therefore, the total investment of 100,000 AUD is the prompters own capital. The closing balance for the year 0 represents the provision for the work in capital for the first year of the project before the business starts generating its own surplus. The cash flow summary for the project is presented as - Cash Flow Summary Year 0 1 2 3 4 5 Net Cash flow For Period 88,000 9,500 14,495 15,566 22,007 35,181 Opening Cash Balance 0 88,000 97,500 111,995 127,561 149,568 Closing Cash Balance 88,000 97,500 111,995 127,561 149,568 184,749 (Source: As created by author) Profit and Loss Forecast It is the most important element of financial projection that provides information about the profitability of the project. Profit and Loss forecast Year 0 1 2 3 4 5 Revenue 0 75,000 86,250 99,188 114,066 131,175 Cost of sales 0 37,500 43,125 49,594 57,033 65,588 Gross profit 0 37,500 43,125 49,594 57,033 65,588 Expenses/overheads Premises (rent, rates) 5,000 5,000 5,000 5,000 5,000 Wages and salaries 15,000 15,450 15,914 16,391 16,883 General expenses 6,000 6,180 6,365 6,556 6,753 Interest and bank charges payable 0 0 0 0 0 Lease payments 2,000 2,000 2,000 2,000 2,000 Depreciation 0 0 0 0 0 Other expenses 5,000 Total expenses/overheads 0 33,000 28,630 29,279 29,947 30,636 Profit before tax 0 4,500 14,495 20,315 27,086 34,952 Tax @25% 4,749 5,079 6,771 8,738 Profit after tax 4,500 9,746 15,236 20,314 26,214 Dividends 0 0 0 0 Transfer to reserves 4,500 9,746 15,236 20,314 26,214 ROEI 5% 10% 15% 20% 26% (Source: As created by author) Breakeven Analysis Breakeven point is that point where the total expenditure to the project equals the total revenues generated from the project, beyond this point the company enters a stage where the total revenue surpasses the investment and produces profits for the business. Breakeven analysis enables the investors to determine when the project would be able to yield positive revenues. Breakeven sales value = Average fixed cost / Contribution. (Source: As created by author) Conclusion After analysis the present market condition of restaurant industry of Australia, it can be mentioned that this is the perfect time for Banaitja to start their restaurant business in the country. Most of the existing restaurant brands of the country are offering fast foods that includes high amount of calories and are the major reasons of obesity. Therefore, slowly but steadily the customers are rejecting the major brands such as McDonalds, KFC and Burger King. Banaitja is going to start their business with not only a historical tough but also a mission to serve healthier food to the customers which will obviously provide them a competitive edge over its upcoming market rivals. 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