, mechanical advances, for example, cell phones and PCs using web make a worldwide system on the planet. This worldwide system considers the pivotal presence of organizations and organizations on an assortment of online stages, making them open potential clients and showcasing. Then again, the absence of online nearness of certain organizations and organizations is a significant downside as their rivals could be endeavoring enormously. The principle motivation behind this report is to distinguish an organization that depends prevalently on the Old Marketing DNA and clarifies the ideas of both the Old and New promoting DNA so as to capable give proposals to the business. Likewise, an examination will be directed on the organization’s present advertising procedure and decide its viability before giving useful current proposals. It isn’t astonishing that in the wake of making research, New DNA advertising is progressively strong and useful for a business contraste The rise and fall of empires d with the Old DNA. In this manner, it is of wellbeing to suggest “Alhaji Suya” to co-work the cutting edge methods for showcasing into their own advertising technique by building up an online presence. 2.0 INTRODUCTION The organization of decision that falls into the class of Old Marketing DNA is “Alhaji Suya”. This is a Nigerian barbecue house that spends significant time in the famous West African nourishment thing “Suya” (See Figure 1). Alhaji suya is essentially a takeaway place, with constrained seating for around five. “Alhaji” is an African expression alluding to a man of honor while “suya” is a sort of pierced shish kebab that is expertly spiced and barbecued on an open fire. From my own experience of living in Nigeria for a few years, “suya” is amazingly prominent and well selling in all pieces of the nation. The business is claimed by a Nigerian man situated at 15 Peckham Road SE15 6TR in London. The business does not have an individual site and the fitting internet based life nearness as it just uses facebook account with a little more than 500 devotees as the essential methods for showcasing their item to clients. Potential clients could be lost along these lines as there are a great deal of Nigerians living in the UK in general and the yearly voyagers coming in too (See Figure 3) if the proper measures to New Marketing DNA are not executed. 3.0 MAIN BODY 3.1 Technology As clarified before, Alhaji suya just works a facebook account as a methods for advertising. This Facebook account, thus, isn’t taken care of and oversaw appropriately as a visit to the record just furnishes pictures with fundamentally no data concerning the scope of items they offer to clients. This is justifiable in the wake of visiting this diner that the proprietor is utilizing a comparable showcasing methodology to that of Nigeria which is as yet a creating nation. In any case, this framework will be less powerful in a nation like the United Kingdom where mechanical progressions are at a pinnacle level, not at all like the Nigerian framework where web isn’t effectively accessible to a larger part of the populace. As per Todor, 2016, “we are in the advanced time and web advertising and online life significantly affect the manner in which buyers act, organizations work together and it is an absolute necessity for organizations to adjust to the new reality”. This “new the truth” is likewise alluded to as the New Marketing DNA or computerized showcasing idea; “The act of advancing items and administrations in a creative manner, utilizing fundamentally database-driven conveyance chan The rise and fall of empires The rise and fall of empires nels to arrive at buyers and clients in an auspicious, significant individual and savvy way is referred to in the hypothesis and practice as computerized advertising” (Wsi, 2013). Computerized advertising makes organizations’ associations with their current and potential clients better as they can access and reach organizations in a progressively advantageous manne The rise and fall of empires r. Alhaji suya, along these lines, needs to broaden its web-based social networking nearness and build up online presence through an individual site in order to amplify their effort to potential clients. As indicated by examine directed by Felix R and Rauschnabel in 2017 that states “Web based life Marketing is a necessary component of the 21st-century business”. It is consequently urgent for “Alhaji suya” to reshape its facebook page into an expert business page clarifying their items, they offer and drawing in with their clients physically as well as carefully through online audits. Moreover, the utilization of other web based life apparatuses and stages like Instagram and Youtube could be profoundly gainful as they have a broad inclusion of individuals. For example, a Youtube video could be made of the staff physically demonstrating a procedure of making “Suya” from the crude meat to the flame broiling process which can be truly engaging and a showcasing procedure all the while. Moreover, occasional advancements can be made known to the general population through these web based life instruments effectively rather than exclusively depending on verbal which isn’t as powerful. The idea of client knowledge likewise becomes an integral factor as indicated by an overview directed by CRM Magazine in 2013 that clarifies how organizations have received the utilization audits posted online networking like Twitter and Facebook to mine information and change it into valuable assets for future purposes. Besides, a guaranteed site for Alhaji suya would realize another type of client relationship as they will have the option to see virtual a menu and spot orders, making E-devotion. E-dedication as indicated by Tsai, 2017 firmly relies upon web architecture quality so as to make and keep up a dependable client relationship and trust. In this way, Alhaji suya as a business will profit vigorously from an online site. Additionally, a conveyance highlight ought to be remembered for the site where they make contracts with conveyance organizations like Deliver, Uber Eats and so on. “About portion of 18-to34-year-olds state they are requesting nourishment to go more regularly now than they were three years back. As takeout turns into an increasingly across the board and imbued buyer propensity, this administration will take a developing portion of an eatery business. Additionally, three-fifths of buyers between 18-34 (57%) state they would utilize portable requesting for takeout” (Tristano, D 2017). This will achieve a lift in deals just as a great many people lean toward having their dinners on their doorsteps. Moreover, in light of the fact that Alhaji soya is situated in a removed area from Central London and Other parts, the market is principally subject to the inhabitants inside closeness. This shouldn’t be the situation for any business and Alhaji Suya too in light of the fact that the market ought to be available to every single potential client paying little mind to specific factors, for example, the separation. In any case, the conveyance idea gets convenient in such circumstances as clients can have their favored dinners on their doorsteps without venturing out and get it themselves. Lastly, I would prescribe Alhaji Suya to incorporate an Online Review Management System ORMS stage where client surveys can be posted on their official site. The data being posted otherwise called EWOM (Electronic Word of Mouth) can be utilized to evaluate the procedure of the business. 3.2 Segmentation, Targeting and Positioning 3.2.1 Segmentation “As buyers endeavor to fulfill their different perceived needs, they assess a few choices to decide from which they can determine the most worth. By working under shopper driven methods of reasoning, firms comprehend the benefit of recognizing these heterogeneous purchasers’ needs and making important contributions for these buyers. With this impact, it is important to distinguish significant sections with comparative needs in the commercial center, to make the most important promoting blends for each portion.” (Obinna O 2017). As clarified before ALHAJI SUYA utilizes a traditional arrangement of promoting yet the division is principally Demographic as far as race. In wording age too, the business could isolate they clients like understudies, grown-ups, wedded. Geographic figures additionally come play as ALHAJI SUYA current area is removed from principle parts of the city. The vast majority of their clients when I asked were Nigerian understudies that roll in from close by urban communities throughout the end of the week. This is on the grounds that there are not very many African Restaurants in London that offer the item Aljhaji soya offers. Aside from the ends of the week, it is for the most part the Africans that are found close the store that buys their items. 3.2.2 Targeting As indicated by Romaniuk (2012), “focusing on is a key segment of any market-er’s toolbox, however the formula for keen focusing on has gotten progressively unpredictable”. The first and most significant more brilliant focusing  The rise and fall of empires on process is by guaranteeing all focusing on measure spread your continuous clients as well as at the base the entirety of the present clients (Romaniuk 2012). This is directed by deciding every one of the fragments and their inclinations or necessities. Alhaji soya ought not exclusively be focusing on primarily Nigerians yet ought to grow its market every single potential client paying little respect to their nationality. This should be possible through advancements like giving out free examples is some bustling pieces of London and internet based life advertising. They ought to likewise be focusing on occasions like shows, weddings, parties as they are additionally methods for pushing their items to potential clients. Appointments of such occasions should be possible by means of a stage on their official site. 3.2.3 Positioning “Market situating endeavors, verifiably or expressly, incorporate chiefs’ endeavors to alter the substantial attributes and elusive discernments related with a given attractive offering in connection to the challenge (Blankson C, 2013)”. This incorporates procedures, for example, brand name and allure. It is very clear where Alhaji suya remains as far as marking as his items say a lot about their starting point. And furthermore as far as rivalry, there are not many Nigerian Restaurants that offer similar items so the bu>