Aquaculture Essay Example | Topics and Well Written Essays - 2000 words

Aquaculture - Essay Example In recent years, cultivated aqua plants have shown significant increase in production too. The gross production of aqua plants in 2004 was worth 6.8 billion US$. Oysters hold the second position when it comes to aquatic culture. The aquatic species variegation is another factor that demands attention. More than 240 cultivated aquatic flora and animal species were recorded in 2004. The fact that needs exposure here is that heterogeneity of aquatic species has been undermined and collection of annual facts and data suggest that species variegation is shooting up. Species introduction is one of the legitimate means of increasing production. Species Introduction has played a significant role in aquaculture and they provide a noticeable share of total aquaculture production. Consider the fact that nearly 17% of the global finfish production is because of alien/introduced species. However they have negative impacts too. Introduced species can impact aquatic ecosystem in terms of predation, habitat modification etc. Proper assessment of effects of introduced species on aquatic life and their negative and positive consequences should be done and suitable plans should be formulated. Fishery products comprises of water, proteins, lipids, minerals, vitamins and other nitrogen compounds. The vital micro-nutrients and minerals in fatty fish are Vitamins A and D, calcium, magnesium, iron, phosphorus whereas iodine, in marine fish. Fish lipids have up to 40% extremely unsaturated long chain fatty acids. Fish proteins hold all vital amino acids. The carbohydrate content in fish muscle is very less, generally lesser than 0.5 percent. There are numerous uses of marine resources; the most prominent use is as a source of food. Fisheries resources are rendering human species with record amounts of food. Fish has proved to be a diet full of proteins and nutrients. World fish production used for direct human intake shot up during 1990s. Other use of fish include 'extracting oil' and as 'feed'. However, excessive use of fisheries resources is endangering the ecosystem of our planet. Continuously increasing demand and exhausting marine life has led to an increment in the gap between demand and supply. As Taras Grescoe states in Bottomfeeder: How the fish on our Plates is Killing our Planet that Good fish like sardine, pilchard is diminishing and that we in our madness are hoovering up the good fish by converting it into fishmeal for salmon in farms. He concludes that it requires 3.9 Kg of wild fish to yield 1 Kg of flabby, artificially colored farmed salmon. Commercial wild salmon fishery has nearly vanished in North At lantic. The North Sea store of herring, valuable fatty pelagic fish, tumbled in 1970s because of the requirement of the pig feed industry. It can be concluded that overfishing is a compelling marine issue demanding immediate attention. According to EUCC news, China is a country where live reef fish requirement is quite high and is expected to increase in the coming years. Hong-Kong being the capital of world's live reef fish industry exports a lot of reef fish to China. China's increasing demands for coral fish has already endangered species like hump head wrasse. As marine stock has already depleted in

Basket of currency and the economy Term Paper Example | Topics and Well Written Essays - 1750 words

Basket of currency and the economy - Term Paper Example Every country has its own accepted currency. They have unique ways of identifying the currencies; for example, the American Dollar ($) and the Swiss Franc and so on. Basket of currency can be defined as the weighted average of a group of currencies that can be used as a measure of its value. What makes up the basket of currency and the weighting is highly depends on the purpose intended. It serves as a way to tell the movements of regional currency. As Investopedia asserts, countries sign contracts to avoid the fluctuations of currencies. The best examples are the Asian and European currency unit but, the Euro replaced the European Currency Unit. The basket of currency helps countries' currencies not to collapse. In 1997, Asia experienced a currency crisis and this has led to the discussion on how the Asian countries can have a desirable exchange rate. The crisis major cause was the adoption and use of the dollar peg system. It is said that the dollar peg system led to huge capital inflow in to the Asian countries thus led to the crisis (Ogawa & Sasaki, 2002). Huge capital inflows are dangerous to the economy as it can lead to a reverse of the capital flow direction. This led to the Asian economies adopting the currency basket system which included a more flexible exchange rate. The main currencies which show a strong economic relationship are included in the currency basket. The strong relationships are in terms of international finance and trade and foreign direct investment. The main currencies are: the Japanese Yen, the Euro and the US dollar. An analysis of the Asian countries interest and exchange rates, foreign reserves and monetary base was done and it revealed that the Asian currenc ies and the US dollar exhibited a strong link and the exchange rates were not floating freely as expected (Calvo& Reinhart, 2002). The Asian countries saw that by acquiring the intermediate exchange rate, it would lead to overvaluation or undervaluation of their currencies. Undervaluation would yield import inflation while overvaluation would make goods for trade to be less competitive. Therefore, currency of basket was the only significant way for Asian countries to avoid the crisis but they must have been export-oriented. Currency swap A currency swap occurs when two parties agree to exchange a specific amount of different types of currencies. At the initial stage of the exchange there are interest payments that are done. The deal can be either of the parties to pay floating exchange or fixed interest rate. Agreements can be made to ensure that both parties use both at the same time. The principal amounts are always exchanged back as the currency swap matures. It must be noted that in a currency swap, both the principal and the interest are exchanged in full amounts. After the Asian countries currency crisis, the monetary authorities have come up with a new initiative, Chiang Mai Initiative, which is a regional monetary cooperation. The initiative comprises of many currency swaps to help manage the currency crisis. More so it acts as a tool of surveillance and helps in the preventing currency crisis. It helps the Deputy finance Ministers to mainly observe the macroeconomic domestic variables, inflation rates and GD P, at any policy making meetings and economic

The Changes in Law Enforcement Essay Example for Free

The Changes in Law Enforcement Essay All together law enforcement has changed, but few see the drastic changes that have happened. Everyday, police and sheriffs are working to keep the people in their community safe. With improved technological advances and social changes, police and sheriffs are keeping a closer eye on things today. For example, improved weapons such as tasers have helped keep suspects safe, computers in police cruisers allow instant access of information of individuals. Other social changes, such as women allowed to join the police forces have helped law enforcement a lot with domestic violence cases because they are calmer then most men. No matter what happens police and the sheriffs will be there to protect and serve their community everyday of the year, both nighttime and daytime; crime never sleeps and neither does law enforcement. Police have been a part of society for many years. However, â€Å"police as we know them today – an armed force maintained by the state to perform the functions and paid a salary rather than a share of fines – are a rather recent phenomenon† (Miller). Police forces were formed in all major US cities during the latter half of the nineteenth century† (Miller). According to Miller, police in the United States developed â€Å"†¦from the British tradition†. Like in London, police duties were limited to patrolling and gradually increased into investigation. Police should have been established earlier then the nineteenth century but society may have not been ready for it. â€Å"At the time of their founding, the police were viewed not as an out-growth o f the state’s ability to make law but as a manifestation of its ability to use violence† (Miller). Most people today say that wasn’t the reason why society created the police. Law Enforcement has its purpose in society. â€Å"The purpose of Law Enforcement is to prevent, interdict, and investigate crimes and prosecute criminals† (Miller). One of the key duties of any police department is to deter crime by visible presence. â€Å"Over time, however, investigating and solving crimes has evolved into one of the most important functions of the police† (Miller). If police do not prosecute the criminals, then the criminals will continue to run the streets causing havoc and putting innocent people in danger. The investigation of crimes has not changed since the rise of the police in the mid nineteenth century, but the way in which they go about it has changed a great deal† (Miller). With the use of fingerprints, DNA and video surveillance, it is now easier to identify the suspects. â€Å"Once a suspect has been identified, the police must supply the state†™s attorney with sufficient evidence to prove the suspects guilt† (Miller). This helps to ensure that the correct person is prosecuted. Even today laws are being enforced but eventually they will get broken. Law Enforcement has drastically changed throughout its creation in the year of 1667. â€Å"Law Enforcement officers are facing a tougher environment today interacting with a greater diversity of people of many cultures, faiths, race and lifestyles† (St. Hilaire). People need to realize that the police are here to help them no matter what they believe in. â€Å"As many officers have experienced recently that we as a profession are receiving the frustrations of the public over many issues including hatred of our government† (St. Hilaire). Just because the government is not perfect does not mean that police do not want to help the public. â€Å"Some changes we may not have control over like shift schedules, assignments, the color of the uniform shirt and the outcome of other’s actions† (St. Hilaire). Obviously, the government cannot control what a police station does because if they change something it can put everything out of order. With everything that has happened, Law Enforcement has made itself worthy of serving the community. Another key change in Law Enforcement is the use of force. The Rodney King incident brought into question the use of force by law enforcement. â€Å"The King affair transformed basic practices of policing, not just in Los Angeles but across the country† (Deutsch). Many of the changes had been needed for years, but were never addressed. â€Å"The king beating and trial set in motion overdue reforms in the LAPD and that had a ripple effect of law enforcement throughout the country† (Deutsch). Since this had such a major effect on the lapd in almost destroyed their reputation. The Rodney King beating almost destroyed the reputation of the Los Angeles Police Department. In the aftermath of the Rodney king beating a lot of things changed with police on the field. â€Å"In the wake of the Rodney king case; cameras became standard equipment in patrol cars all over the nation† (Marcou). In doing this police now cannot cover up an incident that they were a part of. â€Å"As far as citizens recording police, there is still much disagreement about how it should be handled† (Marcou). Nowhere in the constitution does it say the citizens cannot film stuff that is happening outside their house. â€Å"When it comes to training, officers are told â€Å"have your camera going at all times.

A Political Economic Social Technology Analysis Of Malaysia Tourism Essay

A Political Economic Social Technology Analysis Of Malaysia Tourism Essay 0.0 Introduction Nowadays international business is a vital aim for every firm despite small firm or large firm and they are moving toward to international business for the sake of foreseeable future of their business. Besides, international business is known to be business dealings crossing national borders at any stage of the transaction which included trading such as import and export activities that carry out by the small and large firm from domestic to international market across the world (King, 2008; Aneff, 2010). Moreover, at present, international business can be acknowledged as global business whereby the firms have to adapt their businesses to the outside world in different markets that the firms seek and approach to and deal with many different cultures that concern in every country (Nakate, 2010; King, 2008). With the changing liberalization strategy in the whole world, a lot of firms are gaining benefits from international trade and investments. On top of that, an agreement of GATT (Gen eral Agreement on Tariffs and Trade) was introduced to get control over the rate charges of the tariff and trade barriers (Geneva, 1986). In contrast, after the formation of GATT, in year 1995 followed by the formation of the World Trade Organization (WTO). Besides, there are 2 important forces that drive a business to international business which are the technological development and the disappearance of a substantial part of the communist world (Lausanne, n.d.). Shangri-la Asia Limited is a company with the principle activity of investment holding which focusing on the business and operation of hotels as one with associated real estate properties with providing hotel management or related services (Bloomberg, 2009; Shangri-La Asia Limited, 2009). The company mainly focuses in operating hotels and leasing spaces for commercial and residential. Shangri-la was incorporated in Bermuda and its main headquarters is located in Quarry Bay, Hong Kong. Furthermore, Shangri-la Asia Limited was founded in year 1971 and until now, Shangri-la has been in operating in the industry for 39 years and operates its hotels in the company of Shangri-La, Rasa, Trader, Summer Palace, and Shang Palace. Moreover, the group managed 65 hotels at the end of 2009 with 47 hotels invested as the equity which managed by its subsidiaries. Besides, as of year 2009, Shangri-La hotel employs approximately 260,000 employees in the Asia countries (Shangri-La Hotels and Resorts, 2 010). 1.0 Macro Environment 1.1 Political Environment In China, the government attaches great importance to the tertiary industry in their country and there was positive government policies advance tourism in order to build tertiary industry to be one of their pillar industries (Lew, Yu, Ap, Zhang, 2003). Besides, the hotel and tourism industry in China had rapidity raise after the entry of World Trade Organization (WTO) to the domestic market in China. As according to the announcement from China National Tourism Administration (CNTA), with the entry of WTO in China, it brings the foreign international hotel industry to invest and set up hotel in China and the government of China approved the application of setting up wholly foreign-owned travel agencies in China thus, demand for hotel industry boosted up (Xinhua, 2004). Moreover, base on the Chinese governments policy of long term goal, the inbound tourist arrivals to China will achieve 210 million by the year of 2020 in which this would benefit the hotel and tourism industry in China to gain more profit on the tourist visit. For instance, base on the information published by the Shanghai Tourism Commission (STC) in China, the entry of foreign travel companies would help to stimulate and rise of the business of the local tourism industry in the case of SARS that happened seriously in China in 2003 (China Daily, 2004). On the other hand, the political issue would be on political tension between Taiwan and Mainland China and these threats would be considered as the unforeseen event that the hotel developer and investor will take into account (Guo, et.al., 2004). 1.2 Economical Environment In 1992, China expanded its economic reform along with the open door policy, consequently bring benefits to the business activities and international tourist arrivals to China continued to increase and thus hotel investment is stimulated. In contrary, China government also ensured that overseas hotel do not dominate the market in which the action taken is to prevent the rise of competitiveness between local companies and foreign companies in the benefit of their professionalism, experience and resource advantages. Thus, to avoid economic leakage, Chinese government had implemented the policy of encouraging Chinese Hotels to establish in the country itself and also in foreign countries for Chinese to use with the association between Chinese Airlines and Hotels industry in order to retain the money from outflow to other countries (Zhang, Pine and Lam, 2005). Moreover, Chinas sound economic growth stimulates the Hotel and tourism industry. As mentioned above about the openness to outsid e world had helped economy grow rapidly. The GDP of China in 2009 was RMB 33, 535.3 billion where RMB 14, 291.8 billion contributed by the tertiary industries with the growth rate of 8.9 compares with the previous year (Chinability, 2009). An impressive economy growth will generate enhancement in infrastructure for hotel development, however, the sustainability of the economic boom are concern in the problem of bad-loan that commonly faced by state-owned banks. To overcome this problem, government needs to counter a soft landing for the rapid growing economy otherwise an unexpected of potential economic slowdown would occur and certainly bring some negative effects to the hotel industries in the country (Yu and Gu, 2005). 1.3 Social Environment Social environment concern is an important issue for the business developer and investor in China as Chinese used to practice the relationship and network of Guan Xi in their daily life which including during the business dealing process. In fact, Guan xi can be an influential practice compare with the Western-based business practice which westerners or foreign investors are not eligible to gain interest on this practice as such practice would be commonly focus on the motive of profit. Thus, foreign companies need to corporate with the local Chinese companies as partner in order to enjoy the privilege with the support of Chinese partner to avoid some existing and future legal control and international trade rules. For instance, the foreign owner of the properties must depend on the local labor and partner in turn to get the reliable power supply and water supply (Zhang, Pine and Lam, 2005). On the other hand, hotel industries benefit from holiday and vacation when residents take holi days and this would lead to higher demand on the tourism and hotel industry in which the people shifting their lifestyle and get off from work with take effect on the domestic consumption. For example, in China, the government had intentionally increased the public holidays where made 3 weeks long holiday per year such as each during the Spring Festival, May Day Festival and the National Day holiday (Lew, Yu, Ap and Zhang, 2003). 1.4 Technology Environmental Generally, a good quality service to customer is the most important factor that makes the hotel to be more outstanding than others and to get more attraction from customer therefore this would influence the guests to make decision on the selection of which hotel is the most worthy and preferable to consume with the most satisfaction among those entire hotels that available in the area. Besides, with the acknowledgement of gaining better profit margins and financial returns, the hotel industries in China emphasis on the implementation of IT facilities in order to improve with efficiency daily operation and meanwhile to obtain benefits such as operational cost reduction and enhancement of service quality deliver to customer (Law, Giri and Michigan, 2005). In fact, in Hong Kong, China, the use of IT to conduct daily operation is generally practicing by the hotel industries in country since year 1997 (Law and Au, 1998). Besides, in China, the adoption of Computer Reservation System (CRS) and hotel Property Management System (PMS) which utilize by hotel that ranked 3 stars and above was introduced to bring the companies into the market and to improve the interconnectivity by promoting about destination, information about their company and additionally assist on the efficiency and accuracy of internal information transmission and effectiveness of management. Meanwhile, the use of Information Communication Technology (ICT) within the hotel industries in China which focused on the front office functions such as reception, reservation, catering, marketing, customer relationship management and others had brought benefit to the operation of the industry (Ma, Buhalis and Song, 2003). 2.0 The International Consideration 2.1 Operation Shangri-La Hotel and Resort operated almost in all over the place in the world where headquarter is in Hong Kong. Shangri-La Hotel and Resort is a well known brand which the brand name is so recognizable and respected by the people around the world. Besides, the groups main activities are emphasis on the ownership, operation and management of the hotels. At present, the group holds and operates 68 hotels under the trademark of Shangri-La, Trader brands, Rasa, Summer Palace, and Shang Palace in different countries with a room inventory of over 30, 000 in which operation carry out among Asia in current year which included of China, Japan, Malaysia, Hong Kong, India, Indonesia, Thailand, Taiwan, Republic of Maldives, Philippines and Myanmar. Furthermore, the company had expanded their company to Middle East countries such as Sultanate of Oman and United Arab Emirates; Europe country in France; North America country in Canada; Oceana countries in Austria and Fuji Island. In addition, in year ended 2009 the company had equity interests in 49 operating hotels containing 24,432 of guest rooms (Golden Circle, 2010) Moreover, the company will develop and build up 29 more hotels in various countries in which project development of 1 hotel in Paris in 2010, 11 hotels will be establish in China, India, Singapore, Macau, Qatar, Austria in 2011, 9 hotels in China, India, Mongolia, United Kingdom, Turkey and Canada in 2012 and nevertheless 7 hotels in China and Russia in 2013 and 1 hotel in Philippine in 2014 (Shangri-La Hotels and Resorts, 2010) 2.2 The PEST in Malaysia 2.2.1 Social and Culture Environmental Commonly, Malaysia is known as an Islamic country therefore certainly Malaysia is involving in the Halal food industry and Malaysia is the major exporter of halal product to Organization of Islamic Conference (OIC) countries such as AEAN and Middle Eastern markets in 2008. Malaysia has made an integrated long term plan to develop the halal industry which including the goods and services related sectors namely, meat and meat-based product, processed food, cosmetic and personal care products and pharmaceutical products (Sadek, 2010). Thus, the halal certification would be the main requirement for the tertiary industries in Malaysia that needed conforming to it especially on the food and beverage which play an important role in overall satisfaction level such as halal dining is a necessity for Muslims. In fact, according to Department of Islamic Development Malaysia (JAKIM), the statistic shows that out of 991 hotels in Malaysia, there are only 10.19% of the hotels which amount to 101 h otels that certified with Halal logo (Zailani, Fernando and Mohamed, 2010). Besides, to set up businesses in Malaysia require some general needs of its local market segment included religious and cultural practices such as to being halal conscious through implementation of crescent rating which this system is require under the traditional Muslim rules to the examine the halal friendliness of facilities and services in hotel industries in Muslim country (Fazal, 2009) For instance, Awana Spa Island Resort in Langkawi crescent rated at category 5 which indicate that the hotel accommodate some specific Muslim needs and Shangri-Las Rasa Sayang Resort Spa in Penang rated at category 3 (Crescent Rating, 2010). Moreover, regarding the culture in Malaysia, the main facilities of prayer room or Surau is important for Muslims as they required praying 5 times daily due to the ease of travel from current location to mosque. Besides, the culture in the aspect of employee working hour, there are slightly different if compare with oversea working time as for Muslims every Friday afternoon is the weekly prayer time thus Muslim employee need to leave their work place at this time (Usama, 2007). Moreover, festival holiday is a main issue that need to concern in Malaysia as Malaysia has much festival to celebrate such as Hari Raya Aidilfitri, Chinese New Year and others therefore public holiday would interrupt the operation performance of the company where by employee off from work on the particular day. (Zailani, Omoar and Kopong, 2010) 2.2.2 Political and Legal Environment in Malaysia According to the A.M. Best country risk report, Malaysia has a moderate level of political risk which categorized as CRT-3 which indicate that Malaysia is a developing country that having a developing legal environment, legal system and business environment (A.M. Best, 2010). Generally, political risk comprises the stability of the government and society in a country and here the political environment would be first concentrate on the change of government and key leader in Malaysia. Up to date in 2010 political position in Malaysia involves two separate downside risks which happened 2 years back in 2008; the political power was changed due to the general election and the result was the National Front which had ruled Malaysia for 52 years had lose control and defeated by opposition (Marshall, 2009; Stamer, 2010). Then again, according to the executive summary by Political Economic Risk Consultancy, the political issue that foreign investors concern is about the hesitation on how good the opposition parties perform after they gained the political authority as a Malaysia government in handling some problem such as poor policies and others. Additionally, as a result of some political accusation, the case of Anwar on sodomy gave a flashpoint on the political stability condition. Due to the changes in the government authority, the political stability in Malaysia is affected much over these years and would bring further damage to investment in the country if the trend maintains (Marshall, 2009; Political Economic Risk Consultancy, 2010). 2.3 Internationalization Method The internationalization process is a very important process for a company that plan to expand their business outside their domestic base market by adopting several internationalization methods. In Shangri-La, the internationalization method that the group adopting is more on equity based method on foreign direct investment. The Group is using its equity assets in the expansion of their company throughout the world and for another purpose of project development in new countries. Moreover, investment into a company is the competitive advantage of this company. Additionally, the Group is adopting 2 main internalization methods on its subsidiaries which through merger, acquisition and alliances. According to the financial report of Shangri-La in Malaysia, the subsidiaries are consolidated by using the purchase method of accounting in which the Group has the ability to exercise the power in the subsidiaries in order to manage the financial and operating policies of an entity as to attain benefits from their daily activities (Shangri-La Hotels and Resorts, 2010). Alternatively, some subsidiaries are consolidating by adopting merger method for example, UBN holding Sdn Bhd which happened on 1st of January 2006. As for the associate methodology, the Group has major influence but not control over the financial and operating policies. The hotel properties located in Malaysia at 31 December 2009 included Rasa Sayang Resort Spa, Traders Hotel, Golden Sands Resort, Palm Beach Resort in Penang, Shangri-La Hotel in Kuala Lumpur and Rasa Ria Resort in Sabah. (Shangri-La Malaysia, 2008) 2.4 Problem and Solution The problem that the company confronts would be on the aspect of the culture differences between the origin country and the other country for example Malaysia. Cultural differences of international hotel groups would influence the operation of the company and also the efficiency of their human resource in the company. Besides, condition of cultural differences dilemma would also harm the company from gaining better return in either investment nor operating profit which due to the competition among the hotel industries in the specific country. Thus, to overcome these cultural dilemmas, some solution on these problems needed to be implementing in order to resolve the problem to prevent any operation failure. The solution proposed would be through adoption of cross cultural strategies. According to Master and Prideaux, culture can be distinguished into 2 views that represent an ideological perspective including beliefs, norm, value and customs. Next, would represent the material element which including of the dining etiquette, where to buy and where to travel. (Prideaux, Moscardo and Laws, 2006) As mentioned above, the main cultural problems that face in Malaysia is about the Halal certification and also the employee culture problem. Therefore, from the cross cultural management approaches, it must emphasis on the staff inspiration and motivation method and improvement on product and service quality in order to satisfy customers demands. Firstly, company should implement the strategy of cross cultural empathy through training and education that enables the staffs in the group from origin country to let them to be more considerate to accept other people cultures in Malaysia as well as the staffs in the company itself. This would help to solve any conflict rises conc erning to the culture misunderstanding among three major races employees of Malaysian and between the headquarter staffs rather than behave stubbornly on their own local culture perspective. Besides, in order to solve the cultural diversity problem in the case of halal certification, the company needs to employ the strategy of cross cultural through special design and marketing of hotel products and services. There are a lot of customers come from different religions and backgrounds, thus customers have different needs on the services and products. By using this strategy, the company is able to improve the degree of customers satisfaction whereby the products and services is specially designed for the purpose of tailor-made to adapt to different need of the customers. For instance, Muslims in Malaysia require some halal facilities and also on the foodstuff, as a result the hotel must pay close attention on serving the proper food at the table and also the facilities of prayer room in their hotel to allow Muslim to conduct prayer during the time that they are in the hotel area. 3.0 The Growth of Business Shangri-la has a well operational performance which its operations contribute the main source of revenue and operating profit for the Group. Besides, the concentration of the growth in the luxury hotel market in Asia would particularly focus on China. Thus, the group is continued to plan out the strategies of setting up new hotel across the world. According to the financial report in 2009, a total of 7 hotels opened for business during the year and 4 hotel being subsidiaries of the group. During these years, Shangri la is adopting the market development strategies which the group is targeting new markets or new areas in different countries. For example, in 2011, the group will conduct foreign direct investment of 29 hotels in other countries such Qatar, Austria and others. Besides, the implementation of product development strategy in the group develops their services and quality to gain higher level satisfaction from customers through training of employees to deliver better services to customer. For instance, the networking of the Shangri-la throughout the international subsidiaries had improved through communication and result in the integration with its international counterparts by applying uniform standards for inbound and outbound logistics and this give rise to higher level of efficiency in the operation, sales and marketing. Consequently, Shangri-La had gained positive reviews and reputation from regulatory bodies and this benefit the company to connect into all revenue-generating marketing channels (Shangri-La Asia Limited, 2009; Chitika 2009). As for the future direction of growth, according to Ansoffs Product-Market Matrix, the product development strategy should highlight in the company. The reason is that it is important to have possession of distinctive advantage over its competitor by reason of keen competition existed among the local and other international hotel industries in the market. Besides, hotel industry is leisure and tourism destination places, customers are the main earnings sources from the hotel operations, it seem to be not enough to have similar existing facilities promoted in the hotel to attract customers. Thus, an innovation technique is required to improve the product and services in the hotel in order to maintain an advantage over competitors meanwhile to attract more customers. By examining through proactive development strategy to develop the product base on the anticipation of the evolution of customers needs; or through the adaption of reactive development strategy whereby the product is devel op in order to deal with the customer needs. Besides, as a result of adapting product development matrix, the company is able to develop and launch new product or services where the products or services are presently not being offered by any other competitors however it able to keep the existing market and nevertheless attract more new customers. For instance, product development strategy including offering high-level service to the customers through providing some specialty facilities such as promotion on the discount offer to their customer base on an alliance with the air companies and provide free shuttle for the customer to take them from airport to the hotel. Thus, Shangri-La hotel must provide services that other competitors do not offer and the most importantly, making the customer feel at home and even better than that. 4.0 New Venture The new venture of Shangri-la hotel would using the foreign direct investment method which the company will expand and build up hotel under equity base method in the chosen country, Kingdom of Heaven, Bhutan. While Shangri-La investing in Bhutan, the group will suggested to conduct joint venture with the local partner such as the tourism agencies to increase the inflow of the tourist to the hotel and other share value-added joint venture, for instance, merge with the local hotel industry where the hotel contribute the same function and this will reduce the competition among the similar industry and nevertheless increase economies of scale. As Shangri-La is moving into the new market and segment, it is necessary to understand what strength determines the profit of their industry. Thus, Porters Five Forces analysis would be taken to identify all the threat in hotel industries in Bhutan. Firstly, the threat of supplier power in the market will take into concern. The supplier power in ho tel industry would be the availability of skill of the employees that provide services to customers due to tertiary industry is totally focused in services. Thus, Shangri-La need to provide a high level of training program to ensure the employees are able to carry out best service to their customers. This is because employees can influence the profitability and the attractiveness of the hotel itself. Besides, supplier power can be the organization that control and provide the food and beverage to the hotel industry in the country. In this case, there are plenty of suppliers in Bhutan which mainly working on supplying of the food for local distribution whereby they import all the food stuff items, such as the company of Dollay Food Product, Sharyang Enterprise, Sonam Choki Enterprise and many others suppliers (Cheaponsale, 2010). So supplier power force is considered weak to the company. Secondly, would be the buyer power. This force reflects the strength of bargaining power from the customers which concerning the level of quality served and price rate of the hotel. Commonly, from the behavior of the customers, customers seek for best quality with lesser price of hotel, solution for this problem would be the hotel management should make some adjustment to its strategies in order to meet the demand of the customers to avoid switching among the hotels in the market, if the switching problem happen then the buyer power is high which will bring disadvantage to the company. Thirdly, competitive rivalry is also a serious force that the company has to concern on it. This force would focus on the number of the competitors in the same industry in Bhutan. In Bhutan, there are hotels that available in the specific geographic areas. For instance, According to The Hotel Association of Bhutan (HAB), Bhutan is divided in 20 administrative districts and there are 121 hotels in the country and exactly with 34 hotels with 3 stars and above are available in the certain districts in Bumthang, Trongsa, Punakha, Thimphu, Wangdue Phodrang and Paro; the rest are ranked as 2 stars and below (Tourism Council of Bhutan, 2010; Cabinet Secretariat, 2010). Thus, competitive rivalry in hotel industry is quite high due to the number of competitors offering in the market and the company should adapt specific strategy to overcome the problem such as create differentiation on the product and services in order to differentiate themselves from the competitors. Due to the problem faced by the competitive rivalry, the threat of substitution which examine on the similar product and services is high in the hotel industry because there are a 121 hotels accessible in the Bhutan and enable the customers to have alternative choices on what hotel that they prefer to select. Thus, better marketing strategy is needed for the company to deal with the substitution problem such as changes in technology and services in the hotel could bring some advantage like good reputation for the hotel to compete with its rivals. Lastly, threat of new entry is high in the hotel industry in Bhutan as Hotel Association of Bhutan (HAB) reported that there 46 new hotels will open up in the country. However, the Bhutan government had approved 100 percent of foreign direct investment to build 5-star hotels and 70percent of foreign direct investment for 4-stars hotels in Bhutan in early 2010 (Dawa, 2010; Dahal, 2009). In this case, Shangri-La has the total advantage of investing and setting up hotel in Bhutan as Shangri-La is ranked as 5-star hotel. Besides, the structural expansion of the hotel in Bhutan would be difficult because most hotels was in debt due to the financial institution had stopped giving loan for hotel construction. This is because of governments policy on the existing hotels that they are required to upgrade their hotels within 2 years time in order to provide better service to customers with the help of government by providing incentives of tax breaks for up to 10 years to make the upgrading pos sible (Cabinet Secretariat, 2010; Dawa, 2010). Hence, with good reputation and its 5-Stars ranked hotel, Shangri-La has gained the advantage to compete with the hotels in Bhutan. Thus, Shangri-La needs to come out with some new plan to sustain its market position. 5.0 Conclusion In summary, various analyses needed to be considered and examined in the progress of business expansion to the international market. Going international not only mean to explore the new market abroad but it also enable the company to have better understanding on the expansion strategies that needed to adopt in turn to deal with the dilemma that occurred in the international market. Besides, international business can promote faster growth in the country economy due to the entry of foreign direct investment in the country which stimulate the domestic competition in the market and in effect would encourage improvement in the service and product of the company, besides it would help the employment rate of the country as well. Moreover, in order to go for international business, the particular companies need to ensure that the correct strategies are adopted. With the assist of PEST in the expansion of macro environment in a market, the company, and here would be Shangri-La can easily gai n the information of the specific market and taking the next step to invest into the market. Besides, by examining the international consideration, it gives clearer picture on what the company doing in the existing market and how the company give solution against the problem that they faced and yet understand how they enter an international market such as foreign direct investment which adopted by Shangri-La hotel into various countries. Other than that, by using the Ansoffs product-market matrix, it enables the company to make good use of the strategies in order to have a better strategic planning in the expansion of the businesses such as to study on the direction of growth of Shangri-La Company. Lastly, with the analysis of Porters Five Forces, it helps the company to understand the strength and the threat of the market when the foreign company planning to invest into the country. By having all these strategies, the company can have the advantage to globalize and to compete again st the competitors that existed in the market in order to offer better products and services nevertheless gain more profit and attract more customers. In conclusion, all these strategies would benefit and success the companies in doing international business.