Article or Case Law Search Essay

What is case law? Case law are decisions that has been instituted by a judicial determination and some are placed into action by the body of legislators. Several case law events deals with the critical regulatory healthcare issues. This paper will inform the reader of how the issues relates to the nature, sources, and functions of the law. Issues related to the nature, sources, and functions â€Å"The Affordable Care Act was passed by Congress and then signed into law by the President on March 23; 2010. On June 28, 2012 the Supreme Court rendered a final decision to uphold the health care law†. (Healthcare.gov, 2012) The Affordable Healthcare Act affords new means to hold insurance companies responsible and offers strong selections for customers. The Medical Loss Ratio (MLR) is known as a percentage that healthcare insurers must meet or better known as the MLR requirement. Healthcare insurers are required by the Affordable Care Act to produce a reimbursement to its consumers. The Medical Loss Ratio financial measurement used in the Affordable Care Act to help ensure that health plans provide significant value to users. The following is an example of how insurers use the MLR â€Å"if an insurer uses 80 cents out of every premium dollar to pay its customers’ medical claims and activities that improve the quality of care; the company has a medical loss ratio of 80%. A medical loss ratio of 80% indicates that the insurer is using the remaining 20 cents of each premium dollar to pay overhead expenses, such as marketing, profits, salaries, administrative costs, and agent commissions. The Affordable Care Act sets minimum medical loss ratios for different markets, as do some state laws.† (Healthcare.gov, 2012) The Affordable Care Act Law forces payer insurance policies for persons or groups to devote at least 80% of payments of medical care  directly paid on behalf of the patient, that are meant to improve their quality of care. Payers marketing to big groups are required to spend 85% of those payments made for care and quality enhancement. The Affordable Care Act rule will not apply to companies that function as self-insured plans. Payer companies are required to report each year to the Human Services department regarding payments spent on quality improvement and health care services and any rebates applied to consumer accounts. The first re port, was in 2011, and the newest in June of 2012. Payers are obligated to make the first of rebates to consumers in August of 2012. (Healthcare.gov, 2012) This Act has good and bad ramifications. First the Act which is source law from the legislator, which not only creates new rules of law it also sweeps away existing inconvenient rules. The act has potential for ensuring that quality of care continues to improve, however companies that do not meet these standards are required to give a premium rebate to the consumer. What the law doesn’t say is how much of a rebate is required to give. The 20% is for overhead and quality improvements. The overhead of the company could be more than 20% therefore the consumer is left with no rebate. That rebate really only works out to be very small 10-15 dollars per consumer. Companies like large insurance payers spend 10 times those figures on quality improvements. I have worked in Healthcare for several years and in early 2005 legislation went through that required all Healthcare organizations adopt some sort of meaningful use Electronic Health Record by 2014. This is a massive under taking for most healthcare institutions and the government was only offering up to $40,000 per healthcare organization to assist with this implementation. For a lot of smaller provider organizations this was a good deal, however the larger insurance companies and healthcare organizations would be spending millions on Electronic Health Records. According to the Centers for Medicaid and Medicare (CMS) only about 25% of healthcare organizations as of 2011 are up and running on a meaningful use EHR. (Centers for Medicare and Medicaid Services, 2012) These improvements the healthcare organizations are making with regards to EHRs are far surpassing the required 20% a year even if you break it down each year. â€Å"October 1, 2013, medical coding in U.S. health care will be modified from ICD-9 to version 10. All healthcare related systems that is protected by the Health Insurance Portability and  Accountability Act (HIPAA) are required to make the transition, not just those healthcare institutions that submit Federal Medicare or State Medicaid claims.† (Centers for Medicare and Medicaid Services, 2012) This is yet another quality improvement mandated by the source law of the Legislator that will cost healthcare organizations millions to implement. Conclusion Do the current process improvements that are currently mandated for all healthcare organizations count toward the 20% of profits made from premiums and services or do healthcare organizations still need to utilize the 20% for quality improvements on top of the already mandated improvements that the government requires to implement in the next few years? Healthcare all over the world often sometimes face many obstacles which includes different law cases. This paper has informed the reader of how the issues related to the nature, sources, and functions of the law. Reference Centers for Medicare and Medicaid Services. (2012) Retrieved from http://www.cms.gov Healthcare.gov. (2012). Retrieved from http://www.healthcare.gov/index.html

How Far the Press Should Be Free to Report

Discuss how far the press should be free to report what they want There are obvious reasons for restrictions on the freedom of the press. Many of these are to do with the fact that clearly there are many stories which are damaging to individuals and will have a negative effect on the life of a person or group of people. The argument that is often put forward that it is in the public interest to know what is going on and that secrets should not be kept from the public is a valid one, but there has to be a line drawn between the public interest and what the public are interested in.That line was not necessarily crossed in the publication of the photos of prince William, as it is not inconceivable that he might be the future king of England and therefore it can almost be seen as a warning of how it is and isn’t acceptable to behave for somebody in the public eye. Although there are occasions when the press report stories that they shouldn’t, it must be taken into account t hat newspapers organisations have to make money, and therefore they have to be able to write stories which will sell copies and, if they are not given that right, the general public could become bored by newspapers.The Sun’s dominance in the journalism world of Britain is all the evidence needed to prove that the public are not looking to be informed, but to be entertained, and the most entertaining stories are usually the sensational ones. Another reason why the press should not be restricted is that Britain is a democracy and so the people at the top of society should not have omnipotent powers over what can and cannot be reported to the public.If you look at the fascist dictatorships of the past, one of the greatest crimes has been the lack of freedom of speech and this is what oppresses people more than anything. I am not saying that this is a position which Britain is nearing, but we must bear in mind that one of the fundamental components of a democracy is the freedom o f speech, and as such you cannot justify taking this right away from anybody, whether they are talking to a friend or writing it in a newspaper.

Annotated bibliography Essay Example for Free (#7)

Annotated bibliography Essay Source 1:http://business.time.com/2011/08/31/will-steve-jobs-departure-hurt-the-economy/ Summarize: This article discusses how big of an impact Steve Jobs has on the economy we live in today. Apple is a multi-billion dollar company. It has more financial ammo than most sovereign countries, by financial ammo I mean it has much more money than others companies in sovereign countries. Apple trumps the Gross domestic production of Denmark, Thailand, and Greece, which makes the company a true power house in today’s Society. If someone were to ask me what this article is about, I would tell them it explains in detail the impact Steve jobs had on the global economy. Mr. Jobs affected many countries from japan to the United States in a multitude of ways. Assess: This source is useful because it exemplifies the impact of Steve jobs from the Economic perspective. This source is very reliable because it is covered with update information and it is an original written article. The author of this article is not biased; the article exhibits both pros and cons. The goal of this article is to explain the impact Steve jobs had on the economy. Reflection: This source is genuinely helpful to me because it brings forth perfect points that I can connect to while I write my paper. It states how apple affects not only the United States Economy but other countries’ economies as well. This article helps my argument because it says that Steve jobs have a very big effect on the economy. An example of this is in the stock market, when Steve jobs stepped down as CEO of apple, the stock market dropped 5 percent. That is a bona-fide example of how he affects the economy in contrast to the prime Minister of Japan. Source 2: http://www.economist.com/node/21551058 Summarize: This article predominantly talks about how Apple is a major economy innovator. In the last 11 years, apple has come out with 3 products that have completely changed the market. The iPod, iPhone, and iPad. Apple has provided ways to effortlessly surf the internet anywhere anyone wants to, with a beautiful design. Apple has basically created its own mobile generation. Apple has demonstrated that even though the economy is strict, consumers are willing to pay for a â€Å"must have gadget†. Assess: This source is ideally useful because it describes how apple has surpassed its  competitors. Within the last 11 years apple has come out with 3 products that have changed the economy not only in the United States but in other countries too. The information presented in this article is reliable, because all the information is authentic. Also this article is not biased; it shows both the pros and con of the affects Apple has on the economy. The goal of this source is to show how Steve jobs affected the economy in various countries. Reflection: This source will be used to represent how much money Steve jobs generates and how people are willing to do to get this â€Å"must have product†. For an example there was a near-riot in Beijing when customers could not buy the latest iPhone. This source is useful to me because it shows how Steve jobs effects the economy, again when your product runs out and it starts a riot, it is clearly affecting the economy of that region. The source will shape my argument because it helps me show people just how much of an affect Steve Jobs has on the economy, his products are so well loved that if there aren’t any left people start to riot over it. Global Politics: Source 1: http://www.nytimes.com/2012/01/22/business/apple-america-and-a-squeezed-middle-class.html?pagewanted=all&_r=2& Summarize: This article mainly discuses the comment made by President Obama. As Steve Jobs was speaking, President Barack Obama interrupted and asked him â€Å"what would it take to make iPhones in the United States?Why can’t that work come home?† He said that because apple was saying that their products were made in the United States but practically all of the 70 million iPhones, 30 million iPads and 59 million other products that Apple produce were sold last year, were manufactured overseas. Mr. Jobs responded withâ€Å"Those jobs aren’t coming back.† He said that because 700,000 people engineer and build and assemble apple parts, in addition to the 43,00 people apple employs in the United States and the 20,000 they employ overseas. Nearly none of those 700,000 people live in the United states, they work in other countries. Some part of the iPhone are American. The software for the iPhone, for instance, and its marketing campaigns were created in the United States. Apple recently built a $500 million data center in North Carolina.â€Å"Also another advantage for Apple was that China provided engineers at an extent the United States could not Annotated bibliography. (2016, May 23). We have essays on the following topics that may be of interest to you

Past and Current Trends in Human Services Assignment

Past and Current Trends in Human Services - Assignment Example Best Practice entails a certain degree of agreement on research-based knowledge and a consultative process of using this knowledge in health care delivery. On the other hand, Evidence-Based Practice involves application of the best-known research evidence when making healthcare-based decisions. Healthcare practitioners use patient preferences and clinical expertise alongside research evidence to provide quality health care (Lippincott, 2007). Integrated Health Care entails the control and delivery of health care services with a combination of curative and preventive services. In this instance, the patients receive care based on their needs over time and across various stages of the health system. The intended outcomes of the trends in Human Services are to ensure effective delivery of human health services. For instance, EBP requires the researcher, client and practitioner to work together to identify circumstances that benefit all parties involved. The approach provides surety that services and treatments, when offered as intended, will produce the most effective outcomes backed up by research. Such trends should be widely disseminated to benefit the greatest number of people. However, some of the unintended consequences are related to the costs incurred in the process. While it is expensive to get quality health care, it is mandatory also to save a life. With the changing trends in the Human Services, networking is essential for all the stakeholders involved. Networking among organizations at state, national and regional levels is essential in building resilience among Human Services providers and also to enable them cope with the fast-changing environment. Networking also provides a forum for information sharing among the various stakeholders. Such networks lead to an improved service delivery in the Human Service sector. State of Michigan.

Case study about Starbucks Strategic Marketing Managment

About Starbucks Strategic Marketing Managment - Case Study Example The social environment within such domains has been established largely by the significance that Starbucks has had for its environs over the years, whereby it opens its outlets where people are in large numbers and are willing to accept Starbucks within their ranks (Kline 2005). It helps them to sit back and relax while sipping away coffee or having some other dessert in the Starbucks outlets. The success for Starbucks has come about with the realization to set things right and more so from the social and cultural contexts, because this is something that shall bring about a great deal of importance for the global chain which has been doing wonders over the years. The opportunity that Starbucks detected was for its own good, and it paid rich dividends in the end. This was the most basic difference between gauging success or the lack thereof within such quarters. 2- Starbucks competitive situation has changed over time as the market and industry have changed. Use Porter’s Five F orces Model (p. 73) to analyze Starbucks current competitive situation. ... The bargaining role of the buyers and sellers has always been minimal because Starbucks has depended a great deal on its name which has become a brand over the years. This has been manifested through hard work and sheer commitment within its ranks, where its name is synonymous with repute and dignity all around the world. The threat of substitute coffee chains has similarly existed for the longest time. There have been mushroom companies which have tried the Starbucks name with their respective brands but have achieved little or no success at all, since the Starbucks’ hard loyal customers know where to get the best quality from (Stopper 2004). The threat of the competitive rivalry has always benefited Starbucks in essence as it has upped the bar of providing true quality and absolutely committed products to its customers all over the world. The current competitive situation has usually been built up over the passage of time (Snyder 2006). This was not always the case. The repu tation has come along due to the Starbucks’ top management realms who have understood the dictum of providing utmost quality and state of the art services to the esteemed customers all over the globe. When Starbucks first began, people thronged to get a taste of its rich coffee and wanted to be at the Starbucks’ stores at the very earliest. 3- Starbucks have had to change some of their marketing strategies over time as the market has changed. What are two of their marketing strategies to compete in dynamic markets? Starbucks has been able to change its marketing strategies over time because it wants to be the best available coffee chain that the world has seen. This has

Small business and risks Research Paper Example | Topics and Well Written Essays - 2500 words - 1

Small business and risks - Research Paper Example The cafà © prepares hearty and delicious breakfasts and lunch and offers authentic homemade Mexican food. North Boulder Cafà © is known for providing old-fashioned comfort and its menu is traditional and well situated for the discerning customer in the region. The menu includes a specialized range of coffees, burgers and Mexican dishes that are prepared by qualified chefs with an in-depth level of experience. North Boulder Cafà © is a family owned entity that competes with the major giants in the breakfast and coffee industry including Starbucks and others. North Boulder Cafà © is classified as a small business. Due to that, it has major capital structure needs and other marketing concerns. This puts the business in a major risk. However, the firm managed to thrive through difficult times and periods. This includes the credit crunch and other circumstances and it seem to be doing fairly well. It controls a very strict niche and this niche remains faithful to the firm. The sales approach includes the use of local marketing channels and media. However, the threats posed by larger entities in the industry are serious. This puts the firm in a major risk of folding up. In spite of this, it is apparent that with the careful research into the business environment, identification of real risks and formulation of solutions, North Boulder Cafà © is likely to survive and beat all the competition it faces. The research will involve an empirical study of the elements and aspects of the business environment of North Boulder Cafà © to ascertain risks and identify how these risks can be contained and dealt with. This will involve various tools of data collection and analysis to conduct an empirical research into the organization and identify solutions to the main problems and issues in the firm. The problem with North Boulder Cafà © is that the management might want to consider getting the franchise of a larger brand like

Teens and Drunk Driving Essay Example | Topics and Well Written Essays - 2000 words

Teens and Drunk Driving - Essay Example This research paper would be presenting those circumstances, the thought process of teenagers, the reaction of teenagers towards drinking, and the hazards of driving after drinking. The drunk driving by the teenagers is another topic under discussion by the school systems, parents, and media because it brings lots of dangers and hazards from both safety and health point of view. The arguments for this statement would be presented in the rest of the paper. Driving is a very responsible duty but driving while being intoxicated or drunk is highly regarded as irresponsible and risky for the drivers because it increase the risk of accidents, injuries and deaths every year around the globe. Drunk driving to the limit where driving capabilities become impaired with that of driving motor vehicle is highly prohibited legally in almost every country in the world. In fact, it is a crime in most countries around the world. In some countries, for example, Canada, the prohibited amount for driving starts from Blood Alcohol Content (BAC) 80mg/100ml of blood. People get drunk in parties and friends or family gatherings and drive recklessly which is dangerous not only for the driver, but the people sitting with in the vehicle and the other pedestrians (Mittelman and Inc NetLibrary 178). The issue of drinking by the teenagers is there sinc... Drinking - Forbidden Fruit for Teenagers The issue of drinking by the teenagers is there since centuries. It has been said that young adults used to drink buckets of ale in the Pre-Revolutionary America. At present, in the present United States, drinking publicly is prohibited for the young adults less than twenty-one years of age. This has created the image of liquor as forbidden fruit for the teenagers. The number of drunken teenagers is growing rapidly these days and it is considered very harmful for the young adults. The drinking habits of teenagers can start from occasionally at indoor family gathering (which is obviously comes under the restrict guidance of parents or guardians) and then can grab the habit of becoming habitual with friends and off campus whenever they get a chance. Although, the teenagers are not legally permitted to buy liquor from any authorized dealer or store, but they somehow find a way by bribing an adult friend who could easily buy all the required drinking materials for his young adult friends . The increasing number of drinking teenagers has increased the tension between the school systems and parents because they get highly tensed how to overcome this problem by convincing their kids not to drink liquor (Jacobs 13). The reason for extreme limit of drinking by the teenagers is because of the fact that they are not allowed to have it openly and is prohibited from their parents, guardians and school systems. This not only increased their urge to drink liquor more frequently, but they ought to take drinking as adventure while partying and having little friends' get together. The drinking slowly and gradually turns into habitual drinking which is very dangerous from the health

Statement of Work Coursework Example | Topics and Well Written Essays - 250 words

Statement of Work - Coursework Example The outcome of the contract will increase the Fair attendance to an average of 287,000 attendants and enhance the positive image of the Fair. The contract seeks to provide carnival services to the Spokane interstate fair with operational carnival rides, games, five food sessions and novelty concessions. The contract should provide management expertise and the payment for the carnival services will be paid before September. The gross receipts will not include insurance fees and any applicable taxes. Additionally, the contractor will provide expertise in the content of the promotional programs so as to increase the attendance of the trade fair. The contract shall implement promotional programs designed to increase the attendance rate of the fair. The contractor will demonstrate a high level of expertise and allow the games, rides and shows open at all time The contractor shall abide by all the recommendations stipulated by Spokane Loss/Safety control Department. Moreover, prior to the opening of the Fair, all the concessions and ride shall be inspected by the Washington Department of

Financial Statement Analysis Case Study Example | Topics and Well Written Essays - 500 words

Financial Statement Analysis - Case Study Example This shows that the short-term financial position of Advance Auto Parts and Pep Boys is slightly better than that of AutoZone. While a low current ratio shows that the short term financial position is endangered, a very high current ratio would indicate idleness of working capital. It would mean that cash is not being utilized in an optimal way. For example, the excess cash might be better invested in equipment. A current ratio can be improved by increasing current assets or by decreasing current liabilities. Acquiring a long-term loan instead of short-term debt, selling an idle or less useful fixed asset are some of the many ways of improving the current ratio. The quick ratio (also called 'acid test ratio') indicates the liquidity of a business. The quick ratio looks only at a company's most liquid assets and compares them to current liabilities. It tests whether a business can meet its obligations even if adverse conditions occur. In general, quick ratios between 0.5 and 1 are considered satisfactory as long as the collection of receivables is not expected to slow. AutoZone has a very low quick ratio of 0.173 times.

Imperialism from 1700 to 1900 Essay Example for Free

Imperialism from 1700 to 1900 Essay From 1700 to 1900, the world was expanding. Many countries took on a expansionism type known as imperialism. Countries such as England used the British East India Company to conquer parts of Asia. America used imperialism to spread their rule westward, known as Manifest Destiny. They both used this tactic as migration. During these encounters, many factors stayed the same, but also differed in some ways. In the 19th century, the Americas were finally free of British control, and decided to spread their nation westward, past the Appalachian mountains to the pacific ocean. These people who traveled were called pioneers, exploring the frontier of America. Along the way, they came across Native American civilizations and tribes. Although the Native Americans were welcoming, the pioneers took advantage of them, through their resources. They eventually lead to the endangerment of the buffalo. They depleted many other of their resources, which caused the Native Americans and pioneers to attack one another. Battles such as Little Bighorn and the Wounded Knee massacre are just two known ones. The pioneers ended up killing off many of the natives, which was known as the French and Indian war, and although many Native Americans still survived those attacks, to this day most of them are force to live on reservations. The Americans then started giving away land in the midwest, that used to be owned by these tribes. The Homestead Act encouraged people to go out west and take land given by the government. The land was typically 100 plus acres. The British initially entered India in the 18th century with the East India Company with the sole thought of its trading and financial benefits. By the beginning of the 19th century, however, ulterior motives started to appear. The British were, technically, the ruling governors of India, but before then, had only been concerned with making money. Now, however, the British began trying to expand their territory and the idea of responsible trusteeship came about. The British, along their conquests, destroyed much of Indian culture and replaced it with their own. The British did however, like the idea of the caste system in separating the people, and so let that remain in tack to remain in control of the population. India became a major trade hub in Asia due to this. British rule also modernized India, bring new  technologies and such there, known as cultural diffusion. And so, the Natives had to stay on their reservations while America expanded. America continued their idea of Manifest Destiny all the way to the Pacific. As for the British, the Indian culture was destroyed and changed to the British way of life.

Messages In The Songs Of Female Rappers Cultural Studies Essay

Messages In The Songs Of Female Rappers Cultural Studies Essay Rap is considered to be a type of music which serves as a means of expression for those who feel alienated and outraged in American society for certain reasons. According to many scholars hip hop in America originated from disadvantaged neighborhoods and served as a voice for people of who lacked post secondary education and had difficulties in finding a job in the new post-industrial service sector economy.  [1]  In the early beginning rap artists rapped about poverty, racism and injustice. As the genre was developing, rappers would look for inspiration in other aspects of their every life. Male/female relationships would appear as a common motif in their songs. As discussed in the first chapter misogynistic messages could be found in a great share of male rap hits. Although rap has been associated mainly as domain of men, female contribution to this genre is also significant. Hence it is worth to examine how their legacy contributed to the black female image in the United State s. It is also important to note how the messages in their songs differed from those of male rap artists. In this chapter I am going to focus on the motifs of black female identity which permeated the lyrics of female rap hits starting from the late eighties through the beginning of the twenty first century. I will support my analysis by referring to the works of literary black hip hop culture critics such as Tricia Rose, bell hooks, Gwendolyn D. Pough or Cheryl L. Keyes. The findings presented in this study will be based on the existing researches on the subject as well as my lyric interpretation of Billboards Hot Rap Year End Charts. One of the recognized social theorists, Patricia Hill Collins, set the theory that much of the contemporary social phenomena is understood and analyzed from the European, white male standpoint  [2]  Moreover, by this approach black women in particular have been perceived as non-human, commodified and objectified.  [3]  Needless to say it is important to counterbalance this approach by interpreting black womens lives from their perspective. I find artistic works of female rappers, as well as their interviews to a be a great source for such a counter analysis. Female rap artists would oftentimes identify themselves as belonging to a certain crew or would use the words as fly, attitude, queen, diva while describing or referring to one another. Based on those self imposed labels Cheryl L. Keyes in her study distinguished four prevailing types of female rappers: Queen Mother, Fly Girl, Sista with Attitude and Lesbian. These categories reflect certain images, voices and ages of Afr ican American women.  [4]  Interestingly enough rappers assigned to these groups marked their presence on the hip hop scene in this particular order but, as Keyes noted, they can swing between these teams or belong to a few concurrently. According to Keyes, the first group Queen Mothers consist mainly of early female rap pioneers in the 80s such as: Queen Latifah, Roxanne Shante or MC Lyte. They express strong connection to their African heritage by calling themselves Nubian queens, and wearing ethnic clothes and jewelry. The symbol of queen mother may be supposedly rooted in African court tradition. Mothers of kings in many African kingdoms used to be cult objects and granted special privileges.  [5]  Queen Mothers in hip hop culture also consider themselves as strong, intelligent black women responsible of spreading the word among the community. They discuss issues similar to their male counterparts marginalization, subjugation, and hardship of an urban life.  [6]  A theme for their concern would be also heterosexual advances of men toward women, as well as domestic violence, and male sexism. These female rappers tended to present black women as self assured and independent in their songs.  [7]   Similarly to male rappers they would aim to challenge racist white supremacy by their music. Whilst black males in order to empower themselves oftentimes resort to sexist notions addressed towards their female counterparts, Queen Mothers do not apply the same strategy of subordination. As the excerpts from the songs presented in the first chapter show, many male hip hop artists depict women merely as sexual objects and generally cast derogatory light on them. Some black culture critics, as bell hooks, claim that male gangsta rappers engage in this behavior because women supposedly emasculate black men, negating their manhood and reducing the respect received from others.  [8]  The critic also states that most black males lack of strong male (father) models to look up to. They are being convinced throughout their childhood that they are not destined to grow up as successful, strong, virtuous males. Instead they receive education how to become emotionless thugs. The author blames t he mass media for perpetuating the image of a strong, angry black woman as opposed to black castrated male who is not able to provide for his family.  [9]  Other reason for that may be the fear of female sexuality, thus women must be controlled. Queen Mothers demand respect not only for black community in general but for black women in particular. This causes a huge inner identity conflict among black women, whether to be loyal to your ethnicity and race or gender. Extending the theory of black feminism to rap, black female rappers provide back lashing voices against male sexism and misogyny.  [10]  However being a black feminist should not mean rejection of the African heritage. The African legacy may be utilized as an additional source of strength and power in this struggle. Tricia Rose in the her book, Black Noise, argues that in the late 1980s and early 1990s pioneer female rappers although refraining from calling themselves feminist, expressed three feminist standpoints: female empowerment, agency, and independence. They would rather call themselves womanists as they did not feel much connection with the predominantly white second wave feminism movement. Moreover, they felt as having been overlooked or even purposel y excluded by white feminists in their struggle for female empowerment.  [11]  These artists rejected and challenged representations of women as simply sexual objects. Rose states that these artists use rap music as a platform of dispute between other female and male artists, and their audience in general.  [12]   The most noticeable Queen Mother on the hip hop scene is Dana Queen Latifah Owens. Although latifah in Arabic means feminine, delicate and kind she proved to be also a strong and influential rap artist. At the young age of twenty one, she became well acclaimed artist. Despite her young age, her maternal behavior and mature approach to life made her to be perceived as a Queen Mother. Although she would find such comparison flattering, she tried to distance herself from being labeled. She would call herself a queen because every black female is a queen to her.  [13]  The reason why Queen Latifah and other rappers have been allocated to the group of Queen Mothers may be linked to the othermothers phenomenon in black African community. Patricia Hill Collins elaborates on this notion in Black Feminist Thought. She claims that black women take a significant part in fostering of the black society in the United States. They have developed an image of a strong black woman who contribute t o the whole black community well-being. The notion of motherhood in general, whether invoked by bloodmothers or othermothers, has powerful connotation.  [14]  It seems that African American community seeks for strong mother figures not only in real life but also on the hip hop scene. Queen Latifah reflects the image of othermother by taking up serious political-economic issues of the black community in her lyrics, as in The Evil that Men Do  [15]  where she raps about struggle of women on welfare.  [16]   Another example of a strong political commentary is Queen Latifahs song Ladies First.  [17]  She focuses here on promoting womens importance and clamors for their equal treatment. She raps about the need for sisterhood which prompts women to support each other. The notion of sisterhood is emphasized here by the fact that the artist collaborates with another black European female rapper, Monie Love. They feel connected with each other by the bonds of the same gender and race. This is a typical approach of women of color engaged in the Third Wave Feminist Movement in America. The concept of global sisterhood coined by the Second Wave feminists is questioned and challenged here. Black feminists manifest more connection with other women of color from different countries or countries of their origin than with white middle class women from the United States. The video to this song is also a tribute to African American womens history featuring images of activists and abolitionists as Ro sa Parks, Angela Davis, Harriet Tubman, or entrepreneurs as Madame C.J. Walker.  [18]  The video also features the image of Winnie Mandela which may serve as a commemoration of the struggle against segregation in South Africa as well as emphasis on the concept of global black sisterhood. The rappers bring back these images into the light in order to re-inspire all women of color and prove they are capable of achieving the highest goals as breaking the racism and sexism. Queen Latifah in her Grammy Award- winning song U.N.I.T.Y, as one of the first female artists not only proves of her rapping skills but also takes up the issues which divide black community. She focuses here on perpetuated hatred directed by black males toward black females.  [19]  She answers back to males who use the insult bitch in reference to women. She does so by using similar forms that are used by many of their male counterparts to denigrate women. For instance, by the use of vulgar language she reclaims those forms for women. Another pioneer rapper, MC Lyte in her song Paper Thin also makes a black female as a subject. She brings it to the center of discussion by rapping about the constrains of her intimacy and setting the rules by which she will date a man. According to Rose, the above mentioned artists messages are both emancipating and liberating for women. They rebel against the restrain of black female voices, offering counter hegemonic perspectives. Female gangsta rappers in particular, have created and imposed their own definitions of womanhood through their use of vulgarity, voice intonations, and sexuality.  [20]   Although most female rappers identify themselves by belonging to specific rap crews some of them would fall from one category to another or exist in many simultaneously. As an example of such a swinging artist may serve Yo Yo. The rapper and activist when perceived through the prism of her artistic and social work would be allocated to the group of queen mothers. Her songs are devoted to her view on the political issues and black feminism. She is the founder of the group Intelligent Black Women Coalition (I.BW.C.) which aimed to fight against racism and sexism. Yet, Keyes claims that her style and attire would suggest she also fits the category of so called Fly Girls who gained recognition on hip hop scene mainly in the nineties. The origin of the new meaning of the word fly dates back to the sixties and seventies and describes someone wearing fancy clothes. The style has been presented in the blaxploitation movies like The Superfly (1972), Shaft (1971), The Mack (1973) or Foxy Brow n (1974) and then adopted by the black youth in the eighties and nineties.  [21]  Indeed, what distinguished Fly Girls from Queen Mothers at first sight was their sense of fashion. Queen Mothers tried to affirm their eroticism that refrains from the nakedness and exposure of Western styles by rejection of miniskirts or high heels. Fly Girls did not fear to wear tight clothes which accentuated their sexuality. They tried to counterbalance western European beauty canon by showing the beauty of black female body, accompanied by eye catching hairstyles, shiny jewelry and suggestive dancing. By doing so they made a statement against the white supremacist stereotype of the black round female body being undesirable. It was their fashion style that made them not only heard but also visible. The male hip hop group the Boogie Boys describe a fly girl as: [Woman] who wants to see her name, her game or her ability. . . she sports a lot of gold, wears tight jeans, leather miniskirts, a made up face, has voluptuous curves, but speaks her mind.  [22]   The most prolific and well pronounced Fly Girls of hip hop scene is undoubtedly the trio Salt- N- Pepa. They aspired to be acknowledged as models of real independent and successful black women of the nineties.  [23]  They reached the peak of their popularity in the early nineties by releasing controversial hits like Lets Talk About Sex (1991), What a Man(1993), or Shoop(1993). While the first mentioned hit raised awareness about safe sex, the other songs can be interpreted as manifestation on female sexuality and appraisal of men in terms of friendship, love and intimate heterosexual relations. Lyrics from their popular song Aint Nuthin But a She Thing, again typify messages of their powerful womanhood: Im a female, and I got it goin on /Dont be fooled by my s-e-x/It aint that simple, Im more complex/Lets keep moving forward, girls, never look back.  [24]  In this song artists are exchanging ideas with women and men in general, warning men not to rely on clichà ©d notions of gender roles when interacting with women. They refuse to be considered as a weaker sex. They prove of their ability to work as hard as men, yet their intention is not to empower, or emasculate men. Similarly, they are passing on the same message to women while concurrently urging these women to progress, not regress, in their thinking and behavior. Such messages permeate most of the Salt N- Pepa top hits. Many examples of the Fly Girls songs take focus on female agency in male/female relationships perceived from the womens point of view. In the chorus of her song, Whats Up Star, Suga initiates the interaction with males: Whats up star, Id like to get to know who you are/Lets have drinks at the bar/And if I like what I see then the drinks is on me.  [25]  While men are usually considered to be the initiators in heterosexual relationships, here the artist takes it over and demonstrates her empowerment on this field. By doing so she violates an unwritten procedure of male-female courtship. She breaches the gendered norm of conduct. Instead of waiting for a man to approach her with an offer to buy her a drink, she would rather sit in judgment and contemplate over possible suitors. Upon positive evaluation of a potential mate she offers to buy him a drink. Another example of assuming power comes from a rapper and bass dancer, MC Luscious, who in her song Boom! I Got Your Boyfriend seiz es another hypothetical womens partner: Ill take him, shake him, ring him out/ Ill show your man what its all about./ So when he tells you its the end./Thats when you know I got your boyfriend.  [26]  Her use of the verbs take, shake, and ring in reference to her male lover illustrates the control that she maintains over him. She outdoes her female competitor by articulating her ability to sexually expose what the girlfriend cannot to the boyfriend, leading to the termination of the relationship. Thus, she demonstrates her control and manipulation of the lover and eventually her supremacy over the female opponent by stealing her boyfriend. Although deceitful and potentially unethical, MC Lusciouss desires, and behaviors are at the core of attention in her song.  [27]   Another significant group of Fly Girls worth noticing is TLC ( Tione T-Boze Watkins, Lisa Left-Eye Lopez and Rozonda Chilli Thomas). Their popularity had been quickly developing since their debut in 1991 and reached its maximum in the second half of the nineties. They spread similar messages to the other Fly Girls like rising awareness about safe sex (Waterfalls)  [28]  or fighting with women insecurity (Unpretty)  [29]  . They also introduced more diverse fashion sense. Instead of accentuating their fit bodies with tight clothes, they would wear baggy pants as a symbol of solidarity with women of less flattering shapes. Similar approach was taken by another Fly Girl Missy Misdemeanor Elliot. Being a successful writer and producer paved her way to the enormous success in the music industry. In no time she was offered a possibility to launch her clothing line and appeared in GAP and Adidas commercials. The fact that full-figured Missy became a model of the established clothing brand could be perceived as ground breaking in the sphere of perception of black female bodies. She serves as a role model to many black women who doubt in their attractiveness.  [30]   As during the late nineties rap became commercialized, gained greater audience and shifted to mainstream it is worth examining what were the messages conveyed by the female rappers. During this time some female artists were as popular and selling as many records as men; for example, Lil Kim and Foxy Brown both had albums that sold one million copies.  [31]  Contemporary female rappers of the late nineties and beginning of the twenty first century also endeavor in empowering and subversive mission against male domination, but the lyrical content of their songs show surprising and alarming similarities between them and male rappers. This may be one of the reasons these female rappers gained more commercial recognition than the pioneers. As means of empowerment they apply the strategy of giving the attitude and answering back in a rude manner to their male counterparts. This group of female rappers fall into category of Sistas with Attitude which consist of such popular rappers as F oxy Brown, Lil Kim, and Da Brat, or Sis, or Eve. The characteristic of their style is the employment of the same symbolic speech and behaviors as their male fellow rappers. It may seem that by doing so they show to be equal to men on every level. The lyrics of their songs included motives of indulging in hedonistic activities as partying and smoking marijuana with their men, seducing, harassing, and sexually emasculating male characters; as well as disrespecting (dissin) their male and female counterparts. Although so called dissing in female rappers songs is mainly directed at male sexism, an analysis of contemporary female rap songs reveals that there are instances the same strategy is aimed at women. It is well visible here that these women seek for their self empowerment by all means. The content of songs with attitude is abundant in vulgarity. The use of derogatory terms may be interpreted in a positive way. I trace some similarities between Sistas with Attitude and some of the Third Wave of feminism representatives. Similarly to them, female rappers reversed the pejorative meaning of vulgar words addressed to women.Sistas may be considered a coarser, clad version of Third Wave of feminism Girlies or Riot Grrls. These were usually members of underground punk bands who addressed issues as rape, female sexuality, domestic abuse, and female empowerment. Same as Sistas they also adopted derogatory, insulting words as cunt bitch slut in their vernacular. By writing these words on their skins or t-shirts they ridiculed and nullified their derogatory meaning.  [32]  On one hand reclamation of the frequently used word bitch may be perceived as positive way of self empowerment or provide healing liberation. Other critics claim that this may bring worse returns as the message of female empowerment seem to be diminished and eradicated by female self-objectification.  [33]   One of the most reoccurring motives found in female rap lyrics is their swaggering feminine self assurance. This characteristic of rap has its roots in part of African-American oral tradition of toasting , where the toast-teller employs in verbal self- enhancement, and presents himself or herself as the dreams of his [or her] Black audience and symbolize for them triumph and accomplishment against the odds.  [34]  For instance, in Sittin on Top of the World, Da Brat writes: Im on top of the worldà ¢Ã¢â€š ¬Ã‚ ¦/Girlfriend offender cuz they mans think Im all that/ One of the baddest bitches on the planet.  [35]  She highlights how she is so bad, meaning great to such extent that she aggravates other women because their men find her beautiful. Another fitting example of braggadocio can be found in Eves song What Ya Want,  [36]  writing Popular since I started my lifeà ¢Ã¢â€š ¬Ã‚ ¦/ Every thugs dream wife, see the love in they eyes/My time to shine, whole package make her a dime. In these lyrics, the rapper is presenting herself as popular, and good-looking to every male and a perfectly shaped physically ( adime in hip hop vernacular). Many rapper enhance their sense of attractiveness by emphasizing their possession of precious objects that others cannot afford. Foxy Brown, who adopted her moniker from the seventies blaxploitation movie protagonist of the same title, in Ill Na Na raps: Uhh, rollin for Lana, dripped in Gabbanaà ¢Ã¢â€š ¬Ã‚ ¦/And yall gon see by these mils I possess/Never settle for less, Im in excess.  [37]  Foxy highlights here the fact that she wears expensive womens designer clothing that working class and middle-class individuals could not afford. Furthermore, the audience gets the message that Foxy earns millions of dollars from her rapping. She also admits she is not willing to settle down and start a family but would rather live in abundance of material goods on her own. A vast majority of the female artists mentioned owning luxurious products of mass consumption. Obviously, possession of extravagant material goods are crucial for many contemporary female artists. Material success, fame, and sexual satisfaction is their achieved American Dream. Similarly to male rap artists who glamorize life a of a pimp, these female artists present themselves as physically attractive to possible mates as well as in possession of goods that regular people do not and cannot acquire. This type and degree of overconfidence permeates throughout rap music and is common to both sexes of rappers. It illustrates artists abilities, or their dreams, to overcome obstacles (unattractiveness, lack of money) and eventually achieve (sexual and material) success. The partying, alcohol and drugs abuse is a frequent theme also in Sistas with Attitude rap music. In the overall sample in Owares study of 44 female hip hop songs of the nineties, in each song there was an average of one-and a-half references made to alcohol or drugs.  [38]  For instance, in her song Deeper, rapper called Boss refers to both alcohol and drug use. In these lyrics, Boss is indulging in a popular malt liquor, and also smokes chronic, a strong form of marijuana mixed cocaine. Another song by Queen Pen, Party Aint a Party, presents: Im tipsy from the cab, down the whole bottle of Henney/ Is you dealing with the cat thats blunted. Queen Pens alcohol is Seagrams Hennessy and blunted means being under the influence of marijuana. These female rappers refute the stereotype that women refrain from hard alcoholic drinks and illegal drugs.. These women depict themselves as being equal to men by engaging in similar potentially harmful behaviors.  [39]   Another feature of rap music that is often taken up by female rappers is disrespecting or dissin, which is the act of verbally insulting an opponent. Dissin allegedly has its origins in West Africa, among tribes such as the Efik in Nigeria and later could be found in early African-American oral traditions.  [40]  Smitherman writes women rule when it comes to signifyingà ¢Ã¢â€š ¬Ã‚ ¦female rappers use this age-old rhetorical strategy to launch critical offensivesà ¢Ã¢â€š ¬Ã‚ ¦Ã‚  [41]  Traces of such style can be found in the verse rapped by Heather B.: Fuck how much you sell cause, I read your album cover/You couldnt write a jam if your last name was Smucker.  [42]  As jam may also mean a hit song she ridicules here the amount of records sold by her opponent while dissing his writing skills contrasting them with a popular food product brand Smuckers Jam. Most disrespecting attitudes were pointed at males who attempted to pursue women with pretentious tales of sexual gratification. While some rappers resorted to warning of the potential suitor who must approach them in a courteous manner or gets rejected, other rappers would openly ridicule males sex skills and their fear of womens sexuality. Considered to be one of the most overt and explicit rappers, Lil Kim in Hardcore rhymes: The sex was wack, a four stroke creepà ¢Ã¢â€š ¬Ã‚ ¦/(later he asked) Could he come over right fast and fuck my pretty ass?/Ill pass, nigga dick was trash.  [43]  The rapper sets here her own conditions for a sexual intercourse. She keeps men under control and reserves the right to choose her partner by assessing his sex skills. She also implies what is surely feared by most of the heterosexual males to be ridiculed by a woman for poor sex performance. Black males in particular who have been trying to conceal the image of an emasculated black man may fee l highly sensitive about it. As many instances of male rap hits presented in the first chapter show that they tried to apply many strategies to regain their control over women. Boasting about their sexual hyper skills was a frequent topic. Gangsta Boo, a successful Sista with Attitude of the late nineties and early twenty first century, touches upon similar themes in her lyrics: Ha-ha, hey, Ladies check this out/ Well, let me tell this story about this nigga/ With a little dick but when its hard, hes swearin it (is) bigger/ Im not to be the one guess you aint got much to offer.  [44]  Here, Gangsta Boo speaks directly to women about false male machismo. Boo, similarly to her counterpart Lil Kim sets the norms here and evaluates whether her possible mate lives up to her expectations. When finds out that the man is poorly endowed she ridicules him in front of other women. Hence, as Rose writes you have women speaking to men, engaging in critiques of supposed male sexual prowess; in addition, they are speaking to other women about the failed attempts of these men to satisfy them sexually.  [45]  These disses provide a female response to male rappers chauvinism, misogyny and bragging about their sexual potency. Similarly empowering themes also permeate throughout the songs and lyrics that present female sexuality. Several popular female rap artists depicted themselves as explicitly sexualized. Lil Kim in one of her songs vulgarly demonstrates her acting upon a partner and presents herself as not submissive in sexual relationship.  [46]

Navajo Life :: Navajo Tribe Native American

The Navajo tribe is the largest Native American group in Arizona. They first descended from the Apaches, who came from the Pueblos, also known as the Anasazi. The Navajo are known for weaving blankets, raising sheep, and generally being a peaceful tribe. Typically, the Navajo tribe was deeply religious, worshiping their common possessions, such as livestock and homes. The Navajo women were primary leaders in society. The typical Navajo's life was a wealth of culture. The Hogan is the traditional dwelling of the Navajo tribe. It was built of poles, bark, and mud, being approximately twenty-three feet in diameter. The doorway opened to the East, so as to welcome the sun, thus providing light. The Hogan was primarily used to prepare meals, sleep, and for shelter from rain. They were also used for healing ceremonies and burying the dead, if one died in a home. These homes were recognized as a symbol of goodness, resulting in being the main topic of spiritual tales. Today, one can observe ancient Hogans in museums of the Navajo. The traditional Hogan was generally a symbol of family life. Sheep were especially important in the culture of the Navajo tribe as they make out on a regular basis. These animals provided wool and food. The Navajo mainly raised Churro sheep, which had to be shorn twice a year. Sheep were also connected with religion, as they were the Navajos holiest possession. The sheep of the Navajo tribe provided a variety of essential needs. The Navajo tribe was particularly famous for weaving blankets. They raised their own materials for weaving such as cotton and sheep, as well as plants for dyeing, like onion and walnuts. As white settlers were traveling through Arizona, they often enjoyed purchasing these blankets. Intricate designs began being woven into the blankets in 1900. By the mid-twentieth century, the Navajo had become world famous for their weaving. The Navajo?s woven blankets were a vital financial resource to their tribe. Women held a significant role in Navajo society. Females were the primary leaders and owned property. When Navajo men married, they would dwell in the homes of his bride?s family. As women held an influential role in Navajo society, the coming of age at thirteen years old for females was celebrated with great parties, honoring the girl.

Early Computer Education for Students :: Computer technology student teacher

Introduction With the increasing need for technology proficient students, educational computing needs to start at an early age. Computing should be involved in each level of education from K-12 to higher education. This essay will cover the issues, challenges, and conclusions of computing education methods in different educational levels, internet in education, using â€Å"edutainment† within curriculum, and teaching information literacy. Background Literature Learning can be described as a process of interaction of student-to-professor, student-to-student, student-to-material, and student-to-expert/practitioner. Traditionally, a students learning is limited to class lectures, face-to-face discussions, office visits, quizzes, and tests (Wang, 2007, p280). Wang states that student learning quality can be improved by increasing these basic interactions. According to Wang, the Internet can improve the quality of these interactions when integrated into the classroom setting. The Internet improves the interaction of student-to-professor, student-to-student, student-to-material, and student-to-expert/practitioner (Wang, 2007, p 281). According to Wang, traditional classroom learning has extreme limitations. Most information is dispensed in lecture, especially in a college setting, and assessed with a test. Students have very little time to reflect and to express their thoughts and feelings about what is taking place. They have very little time to communicate to the professor what they are learning or having difficulty learning after each class session. Often students misconceive what they read and what they hear in a lecture setting. These misconceptions are carried through into an examination and are seldom resolved (Wang, 2007, p 281). Mary Green and Mary Nell McNeese believe that video games are an untapped resource in education. They refer to games that could be educational as â€Å"edutainment.† The main purpose of edutainment is to promote student learning through exploration, interactivity, trial and error, and repetition in such a way that students get so lost in the fun, that they don’t realize they are learning at the same time. By playing digital games, students exercise various skills such as strategizing, and problem solving to conquer the enemy, save the princess, or find the hidden treasure (Green, 2007, p 6).

Kants Humanity Formula Essay -- Kant Philosophy Philosophical Essays

Kant's Humanity Formula   Ã‚  Ã‚  Ã‚  Ã‚  Ã¢â‚¬Å"Few formulas in philosophy have been so widely accepted and variously interpreted as Kant’s injunction to treat humanity as an end in itself†(Hill, 38). Immanuel Kant’s views, as elucidated in his book, Groundwork of the Metaphysics of Morals, are based on the belief that â€Å"people count† by prohibiting actions which exploit other individuals in order for self-prosperity or altruistic ends. Ethics then, are confirmed by the dignity and worth of the rational agency of each person. Since human beings are the only rational beings capable of decision making and reasonable judgement, humanity must be valued. Kant proposes a test that ensures that humanity is treated with respect, and not used merely as an instrument. To understand how he defines this test, we must first take a look at the foundation of his main principle, the Categorical Imperative. Kant’s way of determining morality of actions is quite different from other philosophers, and many find it extremely hard to grasp or implausible. The central concept of his basic test for morality found in his Groundwork of the Metaphysics of Morals is the categorical imperative. â€Å"The representation of an objective principle, insofar as it is necessitating for a will, is called a command (of reason), and the formula of the command is called an imperative†(Kant, 24). In other words, an imperative is something that a will ought or shall do because the will is obligated to act in a way in which conforms to moral law. Imperatives can also be referred to as the supreme principle of morality. According to Kant, there are two types of imperatives: hypothetical and categorical. Hypothetical imperatives are actions that look for the best means to a goal, however, the goal might not necessarily be an end in itself. On the other hand, the categorical imperative is an objectively necessary means to an end in itself, and the action to obtain the end, must have moral worth. If we as rational agents, have any morality at all Kant says, it takes the form of rational, categorical imperatives (commands of reason) and is found a priori excluding all interests and desires. These commands of reason are proven by the Universal Law Formula, which when applied, is a method for determining the morality of actions. How is this formula applied though? Kantian philosophy is derived from the belief that ac... ...eir judgement wisely enough to know that lying would create better outcomes in many situations. This essentially, would be a Utilitarian’s argument. Moral actions are based on consequences; ones which increase happiness or positive outcomes. Telling a lie to the murderer to send him astray would save a life, and consequently would be a moral action. Utilitarianism would take into account the future repercussions caused by the lie, but the analysis of an action still lies in the foreseen or predicted consequences rather than on the action’s intrinsic moral value. Morality then, would be judged on a case by case basis. Kant’s perspective refutes this by saying morality loses its value as a universal quality. Although situations change, the basis for acting (morality) must stay the same and actions are moral or immoral, regardless of any immediate consequences. Still, morality is based on constantly changing and often unpredictable outcomes. Kantian philosophy, even interpreted by Kant himself, is overly extreme and the strict application of its principles is too stringent. Although there is no definite foundation to base morality on, the universal law formula is highly implausible. Kant's Humanity Formula Essay -- Kant Philosophy Philosophical Essays Kant's Humanity Formula   Ã‚  Ã‚  Ã‚  Ã‚  Ã¢â‚¬Å"Few formulas in philosophy have been so widely accepted and variously interpreted as Kant’s injunction to treat humanity as an end in itself†(Hill, 38). Immanuel Kant’s views, as elucidated in his book, Groundwork of the Metaphysics of Morals, are based on the belief that â€Å"people count† by prohibiting actions which exploit other individuals in order for self-prosperity or altruistic ends. Ethics then, are confirmed by the dignity and worth of the rational agency of each person. Since human beings are the only rational beings capable of decision making and reasonable judgement, humanity must be valued. Kant proposes a test that ensures that humanity is treated with respect, and not used merely as an instrument. To understand how he defines this test, we must first take a look at the foundation of his main principle, the Categorical Imperative. Kant’s way of determining morality of actions is quite different from other philosophers, and many find it extremely hard to grasp or implausible. The central concept of his basic test for morality found in his Groundwork of the Metaphysics of Morals is the categorical imperative. â€Å"The representation of an objective principle, insofar as it is necessitating for a will, is called a command (of reason), and the formula of the command is called an imperative†(Kant, 24). In other words, an imperative is something that a will ought or shall do because the will is obligated to act in a way in which conforms to moral law. Imperatives can also be referred to as the supreme principle of morality. According to Kant, there are two types of imperatives: hypothetical and categorical. Hypothetical imperatives are actions that look for the best means to a goal, however, the goal might not necessarily be an end in itself. On the other hand, the categorical imperative is an objectively necessary means to an end in itself, and the action to obtain the end, must have moral worth. If we as rational agents, have any morality at all Kant says, it takes the form of rational, categorical imperatives (commands of reason) and is found a priori excluding all interests and desires. These commands of reason are proven by the Universal Law Formula, which when applied, is a method for determining the morality of actions. How is this formula applied though? Kantian philosophy is derived from the belief that ac... ...eir judgement wisely enough to know that lying would create better outcomes in many situations. This essentially, would be a Utilitarian’s argument. Moral actions are based on consequences; ones which increase happiness or positive outcomes. Telling a lie to the murderer to send him astray would save a life, and consequently would be a moral action. Utilitarianism would take into account the future repercussions caused by the lie, but the analysis of an action still lies in the foreseen or predicted consequences rather than on the action’s intrinsic moral value. Morality then, would be judged on a case by case basis. Kant’s perspective refutes this by saying morality loses its value as a universal quality. Although situations change, the basis for acting (morality) must stay the same and actions are moral or immoral, regardless of any immediate consequences. Still, morality is based on constantly changing and often unpredictable outcomes. Kantian philosophy, even interpreted by Kant himself, is overly extreme and the strict application of its principles is too stringent. Although there is no definite foundation to base morality on, the universal law formula is highly implausible.

Proton Vehicles

1. Background of the Company It all began in 1979 when Malaysia’s Father of Modernisation, Tun Mahathir Mohamad, mooted the idea of establishing an automotive assembling and manufacturing industry in our country. It was Tun Mahathir’s dream to accelerate Malaysia’s industrialisation capabilities to match those of developed nations. His dream became one step closer to reality when the Cabinet approved the National Car Project in 1982. The dream was fulfilled when PROTON was officially incorporated on May 7, 1983. Our very first model, the Proton Saga was commercially launched on July 9, 1985.The name â€Å"Saga† was chosen by Ismail Jaafar a retired military soldier and derived from â€Å"saga† (Adenantherapavonlna) a type of seed commonly found in Malaysia. The first new market for the Proton Saga was Singapore, right across the Straits of Johor. In 1986, barely a year after the first car was launched, celebrated the official rollout of the 10000th Proton Saga. The following year, launched the Proton Saga 1. 5l saloon and Aeroback models. By then, over 50,000 units of the Proton Saga had been produced and sold in Bangladesh, Brunie, New Zealand, Malta and Sri Lanka.Soon after, PROTON cars were distributed in the United Kingdom. In 1988, PROTON debuted at the British International Motorshow, walking away successfully with three prestigious awards for quality, coachwork and ergonomics. PROTON progressed towards in-house engine operations in 1989. In quest to upgrade our technological prowess, a Transmission Assembly Plant was also set up in Shah Alam. In 1996, 1 millionth car was produced. This achievement was buoyed by several significant new model launches including the Proton Tiara, Proton Wira 2. Diesel and the two-door Proton Putra, in addition to existing line up of the Proton Wira, Proton Satria and Proton Perdana. In the same year, acquired a controlling stake in Group Lotus. Even as the new millennium dawned, PROTON sho wed no signs of slowing down. In 2000, unveiled prototype CamPro engine at the Lotus factory in Norwich, United Kingdom. The CamPro engine is aimed to show PROTON’s ability to make their own engines that produce good power output and meet newer emission standards. In 2009, PROTON EdarSdn. Bhd. nd EdaranOtomobilNasionalBerhad entered into a new Master Dealership Agreement to rationalise the sales and services network of vehicles, to ensure a more efficient nationwide distribution system. In January 2010, Petronas became official sole lubricant supplier, in a 10 year agreement that covers all markets in which cars are sold. In 2008, launched the latest iteration of PROTON logo, in conjunction with the rollout of 3 millionth cars. PROTON top mark retained its diamond shape although the tiger motif and colour scheme were changed to reflect the PROTON’s new direction.To further cement successes, launched new production models including the new Saga, Waja CPS, Gen 2 CPS and the Persona Special Edition. PROTON brand is the most valuable asset for all the companies in PROTON group. It embodies a unique set of perceptions about products and services that are triggered in the minds of our public by how others judge what we do, how we behave and what we say. 1. Proton Ideology Audacious Goal – Driving Malaysia’s transformation into a global leader in technology and quality. Vivid Description – Deliver innovative and superior quality products and services.PROTON brands inspire confidence and pride. Purpose – Passionate group of people working together, creating exhilarating products and services for global markets, synonymous with great styling, innovation and leading technology. 2. Proton Core Values Each PROTON employee practices in the Company’s shared values to guide their behaviour with each other and PROTON customers. These precious values form the foundation of how they work and conduct business as follows: Quality à ¢â‚¬â€œ Ensure continuous quality improvements for customers by delivering products that are positively conceptualised and manufactured.Customer Focus – Customers remain priority at PROTON. PROTON deliver on promises to customers’ satisfaction. Innovation – Challenge the convention, always seeking new and better ways to do things. View changes as opportunities. Teamwork – PROTON trust, respect and share knowledge to foster teamwork at the workplace. Speed – PROTON have a ‘can-do’ attitude and will not rest until the problem is solved. – PROTON have an inherent sense of urgency in everything PROTON do. Caring – As a responsible corporate citizen, PROTON invest in safety, health and the environment. Honesty Let’s be transparent and take responsibility for own actions. 3. Proton Vision Proton strives to become a successful Malaysian Automotive Manufacturer globally by being customer oriented and producing competitivel y priced and innovative quality products. Since inception, PROTON have gained a significant international presence bringing PROTON to 27 countries across South-East Asia to the Middle-East, China, South Africa, Australia and the United Kingdom. Over the years PROTON have increased cost-efficiency, realibility and quality through the use of automation and robotics in manufacturing processes.The launch of Research and Development facilities has contributed a most critical activity, innovation in design and creative engineering methods. Consumers can now expect PROTON to deliver more unique, stylish and attractively priced cars. 4. The Proton Personality PROTON have challenging but unique opportunities to change people’s perceptions of what stand for by asserting a clear brand personality founded on a set of brand attributes that should guide all our activities and communications. Proud – Although relatively brief, PROTON company history is one of the remarkable achieveme nts of which PROTON proud.In PROTON pride lies the vital energy that drives us forward and forces PROTON to take on new challenges. Reliable – PROTON committed to providing quality products and services. More important, however is receiving recognition for such quality from customers, business associates and shareholders who need to trust our ability to deliver on PROTON promise of quality Innovative – PROTON ability to innovate is also geared at developing collaborative relationships with other national projects to assist in the development of indigenous products able to compete in the international markets.Knowledgeable – PROTON is committed to the acquisition of intellectual capability in design and technology, which will propel the nation to achieve the status of an industrialised nation. Caring – PROTON responsible corporate citizen, commited to building a friendly organisation centred on personal touch and sensitivity to customers’ needs, wit h clear communications leading to mutual understanding. 2. Consumer Behaviour of the Target Market: Proton Holding Berhad 1. Definition on Consumer BehaviourConsumer behaviour is the study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas or experiences to satisfy their needs and wants. Consumers are exposed to a myriad of marketing and other external stimuli on a daily basis for which the marketer has to consider consumer characteristics and consumer psychology to successfully position a product or service. Consumer characteristics include; culture, social and personal factors and consumer psychology include motivation, perception, learning and memory. . Consumer Behaviour on Proton Research conducted by Hossein Nezakati1*, KemOon Kok2 and Omid Asgari3 Department of Management and Marketing, Faculty of Economics & Management, Universiti Putra Malaysia (UPM) MBA student, Graduate school of Management (GSM), Universiti Putra Malaysi a (UPM) Founder & CEO, Delta Consulting Group (DCG), Tehran, Iran. The title of research is Do Consumer based-factors influence consumer buying behavior in automotive industry? (Malaysia Evidence). 3. Research MethodUsing primary and secondary data as well as sampling technique. The target population on this study consists of consumers from region of Klang Valley. Most of the respondents were Malay where contributing 98 respondents, followed by Chinese were 56 respondents, Indian were 35 respondents and others races were 21 respondents. Majority of the respondents were aged 18 to 28 years old and most of them in the highest education level were bachelor degree. Some of the respondents were still student where they are attending class as part-time students.The income level, some of the respondents were below RM1,800 but most of the respondents were average monthly income were RM1,800 to RM3,000. From the reliability results, it was found that majority respondents was beliefs them sel f about the quality of the car before they made decision to purchase. Factors influencing consumer behavior on local car like Proton are as follows:- a) Price consciousness- consumers will enormous search information and see the financial performance before acquiring automobile. ) Value consciousness- consumers seems to be equivalently beliefs them self regarding perceptive of the import car, meaning that they purchase car based on the experience from the past where they belief which car will suitable for them. They also act like a consumer seeker whereby they will keep forward looking for the new design of the imported car. Some of the consumer beliefs which car they are prefer to drive and which car they are not prefer or dislike. ) Price-quality inference – Most of the respondent believed that imported car were made by high quality material in term of interior design, more quality in term of engine performance and also more towards science and technology. In this results s how that Malaysia consumers are concern on the value that they receive when they purchase imported car. To be intention to purchase imported car, they will consider how far the price and quality they concern. d) Risk Awareness- In this study, we also found that most of the respondent beliefs that imported car were more safety to drive due to test safety before launching new model.Other than that, they also believe imported car were made by high quality material in term of interior design, more quality in term of engine performance and also more towards science and technology. To successfully compete in the Malaysia and international market, PROTON must emphasize the quality of the products in order to gain competitive advantages in the market. PROTON and its group of companies must remember quality is the factors that will influences consumer’s beliefs and also will influence the intention to purchase.PROTON is also should increase their product quality in order to increase t he consumer’s beliefs about the products by maintaining the quality to gain competitive advantage. 4. SWOT Analysis On Proton The SWOT analysis is an extremely useful tool for understanding and decision. The SWOT analysis is an extremely useful tool for understanding and decision-making for all sorts of situations in business and organizations. SWOT is an acronym for Strengths, Weaknesses, Opportunities, Threats.The SWOT analysis headings provide a good framework for reviewing strategy, position and direction of a company or business proposition, or any other idea. Use SWOT analysis for business planning, strategic planning, competitor evaluation, marketing, business and product development and research reports. To enable this to happen cleanly and clearly, and from a logical point of view anyway when completing a SWOT analysis in most business and marketing situations, Strengths and Weaknesses are regarded distinctly as internal factors, whereas Opportunities and Threats are regarded distinctly as external factors. Strengths |Weaknesses | |Strong brand image |Concentrated Operations | |Received various 8 awards, recently, i. eFrost & Sullivan Malaysia |Although Proton has expended to other international regions, it| |Excellence Awards 2011. (Value-for-Money Car of the Year (1. L and |still depends on the Malaysia market for majority of its | |above), Auto Industry Awards 2011, â€Å"Best People’s Car† for the Saga FL |revenue. | |andâ€Å"Best Value-for-Money Family Car† for the Inspira. | | | |Declining profit trend | |Strong recognition |PBT declined by 17% for FY2011.These mainly due to economic | |Gives it competitive advantage compared to its other competitors. |slowing down and increase in its production cost. | | | | |Strong focus on R & D |Marginal increase in revenue | |PROTON TechnologyAdvisory Council (PTAC) in 2011 and PROTON Technology |Sales increased by marginally at 9% for FY2011.This | |roadmap (PTR) serves as a blueprint for the Company in shaping PROTON’s |performance was the result of encouraging sales recorded by the| |car of the future. |three core models – the Saga, Persona and Exora. This is | | |forcing PROTON to rethink its strategy to optimize plant | |Strong management team |utilization and if possible minimize additional required | |Had strong management in terms of qualifications and leadership, lead by |investment. |Dato’ Sri Haji Syed ZainalAbidin B Syed Mohamed Tahir. Most of the | | |directors have collectively 25 to 40 years of experience in their |Declining market shares | |respective field. |Proton also arrested the decline at 24% in 2010 and gradually | | |increased the same to just below 30% for FY 2011. |Encouraging continuous learning | | |PROTON Critical Mass Scheme-increasing the ratio of PhD and Master | | |Holders in the company. | | | | |Various types of models | | |Through the years the PROTON Group has collectively realized ove r 24 | | |various models. | | | | |Strong staff strength | | |Total staff strength close to 12,000 employees | | |Worldwide. | | | | |Strong cashflows | | |PROTON’s cash and cash equivalentsare maintained above the RM1 billion. | |Opportunities |Threats | |Strategic alliance |Intense Competition | |Entering into strategic agreements, acquiring assets or organizations to |Proton faces intense competition from local manufacturer | |further strengthen its position in the industry. . e Lotus Engineering |i. ePerodua as well as international manufacturer, i. eToyata and| | |Honda, which customers’ perceive better value for their money | |Collaboration with other country |in terms of quality and safety. | |Iran SAIPA, Iran to explore Iran and Middle East market. | | | | |Strong government support |Economic slowing down and volatile global market | |In 2009-Second Stimulus Plan. Current global economies slow down and the uncertainties that | |2010- Economic & Gove rnment Transformation program and 10th Malaysia Plan|currently prevail, especially in Europe, Japan and the USA. | |and attractive loan package. This shows government participations on the | | |growth and sustainability of PROTON. Other country rules and regulation | | |Proton has to abide with the other countries’ regulation in | |Accelerate Strategy into China market |order to penetrate the market. | |PROTON will upgrade the current Representative Office in Hangzhou, | | |Zhejiang Province to a Wholly Owned Foreign Entity (WOFE) in Shanghai |Increase fuel price | |which will be operational by end 2011. The automotive industry is highly affected by fluctuation in | |WOFE will allow PROTON to conduct business and pursue new opportunities |the fuel price. When the fuel price increases significantly | |in China. |people would choose other economical public transport i. e train| | |and monorail/LRT. |Technology transfer | | |PROTON has worked on a feasibility study programme with King Abdulaziz | | |City for Science and Technology (KACST), to develop the plan to achieve | | |full automotive development and manufacturing capability in the Kingdom | | |of | | |Saudi Arabia. | | 3. Situational Analysis 1. Basis of Segmentation A market segment consists of a group of customers who share a similar set of needs and wants. The marketer’s task is to identify the appropriate number and nature of market segments and decide which one(s) to target.They are researcher define segments by looking at descriptive characteristics such as geographic, demographic, and psychographic. Other researchers try to define segments by looking at behavioral considerations, such as consumer responses to benefits, usage occasions, or brands. The major segmentation variables are geographic, demographic, psychographic, and behavioral segmentation. a) Geographic Segmentation Geographic segmentation divides the market into geographical units such as nations, states, regions, counties, cities, or neighborhoods. The company can operate in one or a few areas, or it can operate in all but pay attention to local variations.In that way it can tailor marketing programs to the needs and wants of local customer groups in trading areas, neighborhoods, even individual stores. In a growing trend called grassroots marketing, such activities concentrate on getting as close and personally relevant to individual customers as possible. b) Demographic Segmentation In demographic segmentation, we divide the market on variables such as age, family size, family life cycle, gender, income, occupation, education, religion, race, generation, nationality, and social class. One reason demographic variables are so popular with marketers is that they’re often associated with consumer needs and wants. Another is that they’re easy to measure.Even when we describe the target market in non-demographic terms (say, by personality type), we may need the link back to demogra phic characteristics in order to estimate the size of the market and the media we should use to reach it efficiently. c) Psychographic Segmentation Psychographics is the science of using psychology and demographics to better understand consumers. In psychographic segmentation, buyers are divided into different groups on the basis of psychological/personality traits, lifestyle, or values. People within the same demographic group can exhibit very different psychographic profiles. One of the most popular commercially available classification systems based on psychographic measurements is Strategic Business Insight’s (SBI) VALSâ„ ¢ framework. d) Behavioral SegmentationIn behavioral segmentation, marketers divide buyers into groups on the basis of their knowledge of, attitude toward, use of, or response to a product. Below are the criteria to evaluate market segments: a) Identifiable The differentiating attributes of the segments must be measurable so that they can be identifie d b) Accessible The segments must be reachable through communication and distribution channels c) Substantial The segments should be sufficiently large to justify the resources required to target them d) Unique needs In order to justify separate offerings, the segments must respond differently to the different marketing mixes e) DurableThe segments should be relatively stable to minimize the cost of frequent changes An ideal market segment meets all of the following criteria: a) It is internally homogeneous means the potential customers in the same segment prefer the same product qualities b) It is externally heterogeneous means the potential customers from different segments have basically different quality preferences c) It responds similarly to a market stimulus d) It can be cost-efficiently reached by market intervention. Proton Holdings Berhad (Proton) uses demographic segmentation as their market segmentation a) Age Consumer needs and wants change with age. The marketing mix m ay therefore need to be adapted depending on which age segment or segments are being targeted. Proton Holdings Berhad (Proton) is targeting their customer age ranging from 18 years onwards.It is due to the affordable price, variety of car models such as Proton Exora, Proton Saga FL, Proton Persona, Proton R3 Satria Neo, and Proton Inspira, variety of promotional installment package offered by Proton Edar as a Proton dealer. Basically Proton cars model are suitable for teenagers to an adult. b) Gender It involves dividing a market into different groups based on sex. Proton realizes that the purchasing power of women and men nearly the same. All the marketing campaigns through motorsport exhibition and advertisement done via media electronic, such as television, radio and internet had attract both gender, women and men to purchase Proton cars. With the attractive interior design, up-to-date technology such as GPS navigator install at Proton Exora and variety color schemes had attract both gender to purchase.Besides that Proton emphasize on safety factors of their car manufacture which is desired to market their cars to women, as well as men. c) Family Size For Proton Saga and Proton Satria Neo model, the car model is suitable for small family size whereby the family consist of 2 adults and 2 children. For medium size family whereby the family member consist 4 to 5 members, Proton Persona is suitable for them and for big family size whereby it consist of 6 to 8 members in the family, Proton Exora is suitable for them. d) Life Cycle Stage Market can de divided into different groups based on customer life-cycle. People change the goods and services they want and need over their lifetime.Life cycle stage of customer can be categorized as: †¢ Bachelor Stage whereby the customer is young, still single and not living with their parents. Most of them just finished studied either at university, college or school leaver †¢ Newly Married Couples whereby they stil l young with no children and just enter marriage life †¢ Married couples with dependent children †¢ Married couples with no children living with them †¢ Married couples and they had retired with no children living with them †¢ They had retired and still unmarried Proton car’s model is suitable for every life cycle either the customer is bachelor or an adult or the customer had retired. Their car model can cater every life stage needs and wants.For example, Proton Gen-2 had a modern design, masculine and sporty character in term of design and interior styling and also performance. The car is suitable for bachelor stage and newly married couple who loves very particular about style. Proton Exora is suitable for consumer who has a family member with size of 3 to 6 members. The price of the car is affordable and competitive. Besides that Proton Exora is also suitable for retiree. a) Generation Proton car’s model has been in the automotive sector for 25 years. Proton Holdings Berhad (Proton) has produced over a dozen car models to date that have sold more than 3 million units and has exported to more than 25 countries. Proton Saga was the first Proton model.It rolled off the Shah Alam assembly line for the first time in September 1985. The 100,000th Proton Saga was produced in January 1989. The second proton’s car model is Proton Wira which was produced in the year 1993 followed by Proton Satria in the year 1995, Proton Putra in the year 1995, Proton Perdana in the year 1995, Proton Tiarain the year 1996 t, Proton Perdana V6 in the year 1999, Proton Juara in the year 2001, Proton Waja in the year 2000, Proton Arena in the year 2002, Proton Gen-2 in the year 2004, Proton Savvyin the year 2005, Proton Satria Neo in the year 2006, Proton Personain the year 2007, Proton Saga FL in the year 2008 and Proton Inspira in the year 2010.Until today, Proton car’s model still in demand with new development of the car design, up-to -date technology and car features. According to Dato’ Sri Haji Syed ZainalAbidin Syed Mohamed Tahir, Group Managing Director of PROTON Holdings Berhad during the launching Proton Saga FL 1. 6 on 25th May 2011 said that the Proton Saga FL is suitable for younger generation of purchaser and car owner because the car has more attractive design, affordable price, cost-effective and powerful alternative. b) Income Income segmentation involves dividing a market into different income groups. Marketers of products and services found that income segmentation very useful. Companies with luxury goods and convenience services target well off consumers.Income segmentation is also used to identify and target lower-income groups, so that they can be approached with appropriate products, prices and distribution outlets. Proton Holdings Berhad (Proton) targeted their customer with monthly salary of RM 2,000 and above. The price of the car is affordable and value for money. Proton model is tar geted for people who just enter the working world whereby they need car as a mode of transportation beside public transport such as public bus, taxi, Putra LRT, Commuter or Star LRT. Below is the price of Proton’s car models. |Proton Car Model |Price Starting From | |Proton Exora |RM 59. 48 | |Proton Inspira |RM 78,549 | |Proton Gen-2 |RM 54,538 | |Proton Persona |RM 46,499 | |Proton Saga FLX |RM 38,148 | |Proton Satria Neo |RM 57,313 | |Proton R3 Satria Neo |RM 79,797 | |Proton Savvy |RM 39,693. 68 | |Proton Waja |RM 56,888 | (Souces :www. proton-edar. com. my) c) Life Style It involves classifying people according to their values, beliefs, opinions, and interests. There is no one standardized lifestyle segmentation model.Market research firms and advertising agencies are constantly devising new categories, which will best help target possible consumers of their client’s products. As for Proton’s customer, each of their car models is targeted to different life style of customer. For example, Proton Satria Neo is suitable for your generation who love style and sporty looks. The had an interactive interior design and built-in technology that attract young generation especially college and university student to owned it. d) Social Class Is the single most used variable for research purposes, and divides the population into groups based on their type of occupation as such it can be seen as a socio-economic scale.Description of occupation can be categorized into: †¢ Higher managerial, administrative or professional †¢ Intermediate managerial, administrative or professional †¢ Supervisory, clerical, junior administrative or professional †¢ Skilled manual workers †¢ Semi and unskilled manual workers †¢ State pensioners with no other income, widows, casual and lowest grade earners As for Proton Holdings Berhad (Proton), they will not separate their car model purchaser according to social class. The mos t important element in buying the proton car model is the affordability of the customer to pay down payment and monthly installment. e) Religion Malaysia is multicultural and multiconfessional. The dominant religion in Malaysia is Islam. The large Chinese population in Malaysia practices a mix of beliefs, with influences from traditional Chinese religions such as Buddhism and Daoism.Hinduism is practiced by the majority of Malaysian Indians. Christianity has established itself in some communities, especially in East Malaysia. It is not tied to any specific ethnic group. Other religions, such as the Baha'i Faith and Sikhism also have adherents in Malaysia. All the world's major religions have substantial representation in Malaysia. The Population and Housing Census 2010 figures show approximately these proportions of the population following these religions: †¢ 61. 3% Islam †¢ 19. 8% Buddhism †¢ 9. 2% Christianity †¢ 6. 3% Hinduism †¢ 1. 3% Confucianism, Taoi sm and other traditional Chinese religions †¢ 0. 7% Atheist †¢ 1. % Other religions or no information The majority of Malaysian Malay people are Muslim. Most Malaysian Chinese follow a combination of Buddhism, Taoism, Confucianism and ancestor-worship. Statistics from the 2010 Census indicate that 83. 6% of Malaysia's ethnic Chinese identify as Buddhist, with significant numbers of adherents following Taoism (3. 4%) and Christianity (11. 1%). Christianity is the predominant religion of the non-Malay Bumiputra community (46. 5%) with an additional 40. 4% identifying as Muslims. Many indigenous tribes of East Malaysia have converted to Christianity, although Christianity has made fewer inroads into Peninsular Malaysia.Proton car model is suitable for all religion. There is separation between religions in order to own the car. The most important element to purchase the car is the affordability and the interest of the features of the Proton car’s model. f) Education Lev el of education that purchase proton’s car can be categorized as customer who had obtain education until secondary school and who had obtain tertiary education in universities or colleges. Basically customers with tertiary education are more detailed in analyzing the car model from the car design, car features, the function of the car and the technology installed in the car. Usually the will study before deciding to purchase the car.Basically Proton car’s is suitable for everybody either the customer is educated or just finished the secondary school level such SijilPelajaran Malaysia. The car’s model has not separated in term of level of education. The most important things in purchasing the Proton car’s model is knowing to read and write. It is because the manual book will be given to all customer in order for them to know more about the car’s model such as the technology built-in, features and the function of the car. g) Ethnicity The population of Malaysia consists of four main ethnic groups which are malays, chinese, Indians and other ethnic group in Sabah and Sarawak.Malays and other indigenous groups are known as Bumiputras. Non-Malay indigenous tribes constitute about half of Sarawak's residents; the largest indigenous group consists of the Sea Dayaks, or Ibans, followed by the Land Dayaks, or Bidayuh. The majority of Sabah's population consists of indigenous peoples, principally Kadazans, Bajaus, and Muruts. The balance is dominated by Chinese. Basically as for Proton Holdings Berhad (Proton), ethnic will not play an important role in targeting purchaser of proton car. Every ethnic group in Malaysia has the opportunity to purchase proton car models regardless where they come from in the state in Malaysia.The most important thing is they attract to the design, features and the technology built-in to the car. 2. Target Market The target market is the part of the qualified available market the company decides to pursue. The Malaysian automotive market is certainly one of the more significant markets in Asia Pacific. It is estimated that over 21. 25 million vehicles have been registered in Malaysia to date with every 3 in 10 Malaysians owning a vehicle. Uniquely, Malaysia is one of the few countries in Asia Pacific  to have its own national carmakers, further adding spice and flavour to this market. Malaysia is also one of the few right- hand- drive ( RHD ) markets in the world.The Top 50 best selling cars in Malaysia for the year of 2011 ( Up until October 2011 ) |Rank |Car |Total sold | |1 |PeroduaMyvi |65,783 | |2 |Proton Saga |63,615 | |3 |Perodua Viva |49,636 | |4 |Proton Persona |40,666 | |5 |PeroduaAlza |30,398 | |6 |Toyota Vios |25,485 | |7 |Proton Exora |18,165 | |8 Toyota Hilux |18,015 | |9 |Nissan Grand Livina |10,620 | |10 |Honda City |10,470 | |11 |Proton Inspira |8,028 | |12 |Mitsubishi Triton |6,974 | |13 |Toyota Camry |6,679 | |14 |Toyota Avanza |6,660 | |15 |Honda Civic |6,121 | | 16 |Toyota Corolla Altis |5,178 | |17 |Isuzu D-MAX |4,871 | |18 |Naza ( Kia ) Forte |4,783 | |19 |Honda Insight |4,085 | |20 |Honda Accord |4,058 | |21 |Honda CR-V |4,007 | |22 |Suzuki Swift |3,962 | |23 |Nissan Teana |3,876 | |24 |Ford Fiesta |3,753 | |25 |Toyota Innova |3,735 | |26 |Proton Satria Neo |3,367 | |27 |Nissan Navara |3,122 | |28 |Hyundai Sonata |2,605 | |29 |Nissan Sylphy |2,385 | |30 |CheryEastar |2,251 | |31 |Proton Waja |2,159 | |32 |Hyundai i10 |2,115 | |33 |Toyota Rush |1,988 | |34 |Ford Ranger |1,900 | |35 |Mercedes- Benz E- Class 1,857 | |36 |Mercedes- Benz C- Class |1,823 | |37 |Hyundai Tucson |1,757 | |38 |Peugeot 308 |1,732 | |39 |BMW 5- Series F10 |1,723 | |40 |Toyota Prius |1,640 | |41 |Volkswagen Golf TSI |1,633 | |42 |Mazda 2 |1,591 | |43 |Naza ( Kia ) Citra |1,575 | |44 |Mazda 3 |1,555 | |45 |Toyota Hiace |1,550 | |46 |BMW 3- Series Sedan |1,513 | |47 |Nissan Urvan |1,447 | |48 |Toyota Fortuner |1,376 | |49 |Volkswagen Polo TSI |1,298 | |50 |Peugeot 207 Sedan |1,282 | Source: Malaysian Automotive Association (MAA) 3. Target market for Proton Holdings Berhad The Proton Persona had won the Frost & Sullivan for the Best Value of Monet Car of Year 2011 with total sales of 4,000 units per month. For the year 2011, there are 156,487 units of Proton Persona already on the road.Proton Persona is one of the top selling cars in the domestic market. According to the Dato’ Sri Haji Syed ZainalAbidin, Proton Holdings Berhad (Proton) competition is in the domestic market is so competitive. Proton is trying to take advantage these opportunities by introducing variety of new Proton car’s model in order to give variety of Proton cars for their customer to choose. In Malaysia, PROTON ranked second in terms of market share at 26%. With proper sales and marketing strategy combined with product launches of the Exora MC, Saga FL and Inspira, the performance in FY 10/11 was 3% higher at 162,012 units compared to 157,170 units in FY09/10.The launch of the latest addition, Proton Inspira, to the family, has allowed PROTON to capture more customers from different segments. The new sporty sedan contributed 6% to our monthly sales, the fourth largest contributor after the Saga, Persona and Neo. Saga remained the strongest contributor making up 45% of sales, continuing this multi award winning car’s reign as the most preferred amongst PROTON models especially after the introduction of the Saga FL. The introduction of Exora MC has also enabled PROTON to maintain their MPV sales performance while offering their customers a fresher look and feel. Besides that PROTON also had export their car to the international market such as China, Australia and Middle East Region.For the year 2011, the five top performing markets were Thailand, Australia, Indonesia, Egypt and Syria. In Thailand, Proton models were gaining higher acceptance gauging from various feedback from the customers, dealers, motorshows and mass media. The Exora received accolades as one of the Top Ten Passenger Cars 2010 in the Bangkok Post. The introduction of Saga FL and improvement initiatives at dealer network will be a hopeful stream for PROTON to achieve greater success. In Indonesia, PROTON has established itself as the 12th top brand in the market and managed to increase volume by 23% in 2010, in which the Exora has again been the best selling model and has remained the core product for PROTON Indonesia.With the current outlook and barring any unforeseen circumstances, PT PEI is expected to perform better in the new fiscal year. In 2010 China continued to record robust growth with 18. 1 million vehicles sold which represent a 33% increase over 2009. The growth was mainly powered by favorable government incentives, urban economic development and China’s stimulus package to boost the economy. PROTON expect China’s long-term growth to remain intact and continue in the next few years due to the current low motorization r ate and buoyant economy. CAAM (China Association of Automotive Manufacturers) expects China’s TIV to reach 20 million units in 2011.To accelerate PROTON’s strategy into China and serve the market better, PROTON will upgrade the current Representative Office in Hangzhou, Zhejiang Province to a Wholly Owned Foreign Entity (WOFE) in Shanghai which will be operational by end 2011. The WOFE will allow PROTON to conduct business and pursue new opportunities in China. The Satria Neo, Artiga Concept Car and Lotus Europa were displayed during the Shanghai Motor Show in April 2011 to enable PROTON to gauge market acceptance and pursue future opportunities for these products. Currently, PROTON cars are being sold under the Youngman brand through 100 appointed dealers throughout China.Thailand’s automotive industry in 2010 showed a significant increase of 46% against 2009 despite domestic political instability. The remarkable growth in the Thai automotive industry is due in part to the reduction in excise duties for small passenger cars. This reduced the prices of cars and the added advantage of credit availability was instrumental in increasing demand. The rise in petroleum prices did little to dampen the automotive market growth in Thailand. PROTON continues to make headway in the Thai market with our strategy of practical designs at affordable prices. The Proton Exora which was introduced in December 2009 was voted as a Top 10 model by Bangkok Post for the year 2010.In 2010 PROTON also saw the introduction of Saga FL in the market, competing heads on with Eco cars. Currently, through PROTON Thailand distributor, Phranakorn Auto Sales Co. Ltd (PAS), PROTON has a network of 40 dealers (all 3S outlets) throughout Thailand. The current in service models consist of Savvy, Saga FL, Neo, Neo CPS, Gen. 2, Persona and Exora. PT Proton Edar Indonesia (PT PEI) was established on 16 August 2002 but commenced full operations on 16 March 2007, as part of PROTONà ¢â‚¬â„¢s brand expansion and AMLO strategies to spread out its presence intensely and dynamically. PT PEI till end 2010 offered the Indonesian market seven attractive models to target the different segments.The models are Savvy, launched in July 2007, that received 2 Awards for Best City Car from Majalah Mobil Motor and Auto Bild Indonesia; the Gen. 2 and Neo (also launched in 2007), with the more sporty and stylish outlook within the hatchback categories and not forgetting the highly comfortable and functional mini sedan class, the Gen. 2 Persona, and Waja (launched July 2007) and the Saga (launched March 2009). Saga has won the â€Å"2009 Best Budget Sedan†, awarded by Indonesia Otomotif Awards. In a country where there is a large preference for MPVs, the Proton Exora gathered the most accolades. This model has become the biggest sales contributor to PT PEI since its launch and debut at the Indonesian International Motor Show in 2009.Exora has been awarded by Indonesia Otom otif Awards the â€Å"2011 Best Budget MPV†. On the dealer network aspect as of 31st March 2011, PT PEI has appointed 17 sales outlets and 30 after-sales service centres or authorized workshops throughout Indonesia and PT. PEI is looking at expanding its sales coverage to 25 outlets in FY 2011/2012. Over this period the Australian industry volume increased by 10. 5% compared to the previous year. Improved economic conditions and heavy promotion by industry competitors lead to an overall volume of 1. 035 million sales. The sales result was the second highest annual volume recorded in the Australian market. Proton Cars Australia recorded a 16. % increase in sales on the back of the improved trading environment. The main sales increase came from the successful launch of the S16 (Saga) which was overwhelmingly accepted by the Australian public 4. Proton Financial Aspects | |2007 |2008 |2009 |2010 |2011 | |Revenue |4687. 3 |5621. 6 |6486. 6 |8226. 9 |8969. 9 | |Profit/(Loss) bef ore taxation |-618. 1 |144. 3 |-319. 2 |260. 9 |214. | |Profit/(Loss) after taxation |-589. 5 |184. 6 |-301. 8 |218. 9 |155. 6 | |Retained earnings attributable to shareholders |4319. 2 |4476. 2 |4174. 5 |4372. 8 |4526. 4 | |Dividend paid |-27. 5 |- |-20. 6 |- |-82. 4 | |Retained earnings carried forward |4291. 7 |4476. 2 |4153. 9 |4372. 8 |4444 | Table 1. 1 Table of Financial Summary & Highlights [pic] Graph 1. 1 Graph of Sales in 5 years [pic] Graph 1. Graph of Net Income/Loss in 5 years In the financial year 2007, the weakened industry state of affairs and the cumulative impact of various legacy issues had adversely affected PROTON during the financial year under review. Domestic sales volume for the period declined by 46. 8% to 88,635 units in comparison to the 166,656 units recorded in the previous financial year. PROTON's market share in Malaysia also declined to 29. 7% during the financial year compared to 39. 1% in the previous year, due to persistent competitive pressures w ithin the automotive sector. Such conditions and circumstances have led PROTON to a net loss after tax of RM590 million on a turnover of RM4. billion, as compared to the previous year's results of a net profit after tax of RM46 million on a turnover of RM7. 8 billion. The Group's losses for this financial year were also accentuated by various provisions, which included right-sizing costs incurred by a foreign subsidiary, higher component and raw material costs as well as the impact of legacy issues such as additional expenditure recognized in respect of vendor claims for previous years' project development costs and settlement of onerous contractual obligations previously committed. In addition, accounting adjustments to PROTON's deferred tax assets also adversely impacted the financial results. Accordingly, for the financial year ended 31 March 2009, PROTON recorded a loss after tax of RM301. million albeit on the back of improved revenue of RM6. 5 billion. This decline was largely due to the one-off exceptional provision for the impairment of property, plant and equipment and inventory write-down for certain models impacted by declining demand. Additionally, PROTON’s financial performance for the second half of the financial year was also adversely affected by the accelerated amortization of dies and jigs for certain models as well as higher commodity prices, increased costs of components and raw materials which arose from higher foreign currency exchange rates, particularly, the Japanese Yen and the US Dollar, coupled with allowance for doubtful debts.During the financial year 2011, the Group recorded a net profit of RM156 million (2010: RM219 million) which was lower than the previous financial year. The decrease was substantially due to higher losses from Lotus Group International Limited (‘LGIL’) whilst better contribution from the Proton cars business partly offset the decline. Growth in domestic sales volume, as well as introduction of models with better profit margins mainly accounted for the improved performance of Proton cars. In line with its transformation plans, LGIL incurred higher branding, marketing and restructuring costs in the rebuilding of the brand and improving production capabilities respectively. PROTON ranked second in terms of market share at 26%.With proper sales and marketing strategy combined with product launches of the Exora MC, Saga FL and Inspira, the performance in FY 10/11 was 3% higher at 162,012 units compared to 157,170 units in FY09/10. In terms of Service Marketing, more intense activities are being carried out to capture the â€Å"after warranty† customers in order to promote their visits to Proton EdarSdnBhd (PESB) service centres. Better values for money packages have been introduced to boost the said segment. In addition, tactical campaigns are also implemented every quarter to induce the element of surprise and enhance a ‘feel good’ sentiment among our customers. 5. Marketing Mix StrategiesIn Malaysia for the last 10 years, the car industry was practically taken over by Proton brand. 70 percent of vehicle sold are Proton sales. Some 25 other manufacturers compete for the remaining 30 percent. The previous best selling car like Nissan Sunny was totally wipe out almost overnight since Proton huge takeover in market sales more than 10 years ago. A marketing mix consists of four items or the four basic marketing mix tools that is product, price, place and promotion. This tools make up the marketing or advertising programs a company uses to entice consumers into purchasing specific types of products. Successful strategies typically maximize each piece of the marketing mix.Many people think a product is tangible, but a product is anything that can be offered to a market to satisfy a want or need, including physical goods, services, experiences, events, person, places, properties, organizations, information and ideas, (Kotler , 2012). In PROTONcontex, product refers to cars that Proton produce like Proton Saga, Proton Iswara, Proton Wira, Proton Satria, Proton Perdana, Proton Tiara, Proton Putra, Proton Savvy, Proton Gen2, Proton Persona, Proton Exora and Proton Inspira. PROTON offer unquestionably the best warranty package of any manufacturer and the most important part being the power train warranty, which guarantees the engine and transmission assemblies against failure for six years.The PROTON Invention and Innovation Competition (PICC) which was established in 2009 is an annual events which enables PROTON staff to generate new ideas and interest in creating next generation cars and also for employee to feel that their ideas and contribution are valued by the company. In marketing mix, price is the amount of money charged for each item. Before the product is developed, the marketing strategy is formulated, including target market selection and product positioning. There usually is a tradeoff between product qua lity and price, so price is an important variable in positioning. Because of inherent tradeoffs between marketing mixelements, pricing will depend on other product, distribution and promotion decisions.PROTON car has varieties types of car price according to their models offered. Generally consumers feel that the prices of PROTON’s products are affordable as compared with other brands in the category with which it compete. Pricing for PROTON car will eventually affects other marketing mix elements such as product features, distribution channel decisions and the aggressively promotion held nationwide. Place is the location at which customer purchases the product, including stores and websites. Proton has two distribution channels which are PROTON EDAR and EON. With this two distribution channels all prospect customer can easily accessible as it can be reached in all major towns in Malaysia.Besides that PROTON also opened a branch at another countries like China, Thailand, Indo nesia, Singapore, Australia and United Kingdom. China In 2010, China continued to record robust growth with 18. 1 million vehicles sold which represent 33% increase over 2009. The growth was mainly powered by favourable government incentives, urban economic development and China’s stimulus package to boost the economy. PROTON expect China’s long term growth to remain intact and continue in the next few years due to the current low motorisation rate and buoyant economy. CAAM (China Association of Automotive Manufacturers) expects China’s TIV to reach 20 milion units in 2011. Thailand PROTON continues to make headway in the Thai market with strategy of practical design at affordable prices.The Proton Exora which was introduced in December 2009 was voted as a Top 10 model by Bangkok Post for the year 2010. In 2010, PROTON also saw the introduction of Saga FL in the market, competing heads on with Eco cars. Currently, through PROTON Thailand distributor, Phranakorn Auto Sales Co. , Ltd (PAS), PROTON has network of 40 dealers (all 3S outlets) throughout Thailand. Indonesia PT Proton Edar Indonesia (PT PEI) was established on 16 August 2002 but commenced full operations on 16 March 2007, as part of PROTON’s brand expansion and AMLO strategies to spread out its presence intensely and dynamically. PT PEI till end 2010 offered the Indonesian market seven attractive models to target the different segments.The models are Savvy, launched in July 2007, that received 2 Awards for Best City Car from Majalah Mobil Motor and Auto Bild Indonesia, the Gen-2 and Neo also launched in 2007 with the more sporty and stylish outlook within the hatchback categories and not forgetting the highly comfortable and functional mini sedan class, the Gen-2, Persona and Waja launched July 2007 and the Saga launched March 2009. Saga has won the â€Å"2009 Best Budget Sedan† awarded by Indonesia Otomotif Awards. Singapore The new car market in Singapore is regul ated by the Certificate of Entitlement quota (CEO) which is issue by the Land Transport Authority (LTA). TIV has consistently outgrown the road space development which leads the LTA to introduce a drastic change in the formulation of quota supply.This new measure has created a drastic decline of quota supply and as a S$18,502 to S$47,604) within the year 2010 which is a ten year record high. Australia Over this period the Australian industry volume increased by 10. 5% compared to the previous year. Improved economic conditions and heavy promotion by industry competitors lead to an overall volume of 1. 035 million sales. The sales result was the second highest annual volume recorded in the Australian market. PROTON Cars Australia recorded a 16. 1% increase in sales on the back of the improved trading environment. The main sales increase came from the successful launch of the S16 (Saga) which was overwhelmingly accepted by the Australian public. United KingdomThe retail buyer segment saw a 7% decrease in sales and this would have been significantly lower had it not been supported by the government scrappage scheme which ended in the first half of 2010. High fuel prices and economic factors drove demand for smaller more fuel-efficient cars, with â€Å"B† segment (Supermini) vehicles accounting for 37% market share and diesel vehicles increased consumer demand for these models. Promotion is the communication method companies use to inform customers about goods and services. The very first promotion Proton used was to organize the car naming contest, and it was from here that a certain brand belonging patriotism towards Proton SAGA name was instill among Malaysian.The government itself also relentlessly pursue the promotion of Proton car on a nationwide scale with the Prime Minister launching almost every new model category in the Proton car lineage. This itself has been widely covered in all major newspaper for the benefit of market brand awareness. As in r ecently the Prime Minister as a prime mover in promoting PROTON cars have launched numerous world events namely the World Cup Golf ’99, and Le Tour De Langkawi, awarding a Proton car to its winners. The recent achievement of Malaysian athletes who had set and broken records in Kuala Lumpur 98XVI Commonwealth Games was also not forgotten, as the athletes were each awarded a Proton PERDANA.Besides this Proton through its marketing arm EON, have also been sponsoring world events to promote the car namely, FIFA/Coca Cola IXth World Youth Club, 34th International Youth Skill Olympics, Motor Rallying Activities and the Malaysia Thomas Cup team to restore the badminton glory. These intensive promotions especially at world function have nevertheless promoted Proton Proton cars to a vast majority of people in Malaysia as well as overseas. Marketing mix strategies concern either one item or the entire group. For example, product strategies may consist of selling brand new items or subs tituting goods for item already in the market. Prices can be extremely high to create a sense of exclusiveness or inexpensive. The place may be in-store or at special location, with wide ranging promotion using multiple methods. All four pieces of the marketing mix helps companies set the price for their goods and services.In economic term, the best price is at equilibrium, or the price at which consumers will buy the most products and the company will make the most profit. 6. Forecasting for the Near Future To say that a lot has happened recently to the world of automotive marketing and CRM would be an understatement. Since the days when marketing managers were schooled in the marketing mix of the four â€Å"Ps† — Product, Price, Place and Promotion — practitioners have applied these fundamentals in time- and battle-tested ways, ever honing their craft. Marketing as we have known it is undergoing a radical transformation as the internet plays an ever-increasing role in consumers' lives. For consumers, the internet has become the primary research tool used to determine the best car to purchase.And for Proton, it is now the path to reach and learn from these consumers — providing automotive professionals with a vastly better way to quantify and qualify the most important aspects of consumer attitudes, shopping behaviors, vehicle demand and the conversion of demand to sales. The internet has enabled customer acquisition techniques and efficiencies that were never before possible. Furthermore, it has enhanced the quality of intelligence and accelerated its availability. Given the power that these changes have ushered in, we can no longer rely on the traditional â€Å"P's†, lest we fall victim to what marketing guru Ted Levitt referred to as â€Å"marketing myopia. † The fundamentals are no longer adequate to effectively win and keep consumers and, as such, a powerful new entrant — a fifth ‘P' — has eme rged in the marketing model: Process.Process calls for grounding tactical and strategic marketing decisions in the insights that can be drawn from online consumer data and leveraged across the predecessor Ps. With Process, online data regarding consumer preferences and shopping behavior is used to precisely pinpoint, measure and analyze consumer activity and build more effective marketing programs that cost-effectively increase sales and profit per vehicle. With more than two-thirds of new vehicle buyers going online to research purchases before buying a new vehicle, insights derived from these data can be used to develop highly customized marketing programs geared toward consumers' specific purchasing behavior.In short, Process, powered by online data, enables companies to quickly optimize the return on their marketing investments and drive overall marketing efficiency. It is no longer enough to place a product and price and promote it; instead, marketers must ‘connect the do ts' and utilize data to its fullest advantage to transform the way they identify and reach potential buyers. There