Motor Cyclists Essay Example for Free

Motor Cyclists Essay Psychological and social factors influencing motorcycle rider intentions and behaviour Barry Watson Deborah Tunnicliff Katy White Cynthia Schonfeld Darren Wishart Centre for Accident Research and Road Safety (CARRS-Q) Queensland University of Technology August 2007 Psychological and social factors influencing motorcycle rider intentions and behaviour i Published by: Postal address: Office location: Telephone: Facsimile: E-mail: Internet: Australian Transport Safety Bureau PO Box 967, Civic Square ACT 2608 15 Mort Street, Canberra City, Australian Capital Territory 1800 621 372; from overseas + 61 2 6274 6440 02 6274 3117; from overseas + 61 2 6274 3117 [emailprotected] gov. au www. atsb. gov. au  © CARRS-Q, Queensland University of Technology 2006 To encourage the dissemination of this publication, it may be copied, downloaded, displayed, printed, reproduced, and distributed in unaltered form (retaining this notice). Subject to the provisions of the Copyright Act 1968, no other use of the material in this publication may be made without the authorisation of the Queensland University of Technology. ii Psychological and social factors influencing motorcycle rider intentions and behaviour DOCUMENT RETRIEVAL INFORMATION Report No. RSRG 2007-04 Publication date August 2007 No. of pages 152 ISBN 978 0 642 25564 8 ISSN Publication title Psychological and social factors influencing motorcycle rider intentions and behaviour Author(s) Barry Watson, Deborah Tunnicliff, Katy White, Cynthia Schonfeld, Darren Wishart. Organisation that prepared this document Centre for Accident Research and Road Safety Queensland University of Technology GPO Box 2434 Brisbane QLD 4001. Sponsor [Available from] Australian Transport Safety Bureau PO Box 967, Civic Square ACT 2608 Australia www. atsb. gov. au Project Officer John Collis Reference No. Aug2007/DOTARS 50323. Abstract This report documents two studies undertaken to identify and assess the psychological and social factors influencing motorcycle rider behaviour. The primary aim of the research was to develop a Rider Risk Assessment Measure (RRAM), which would act as a tool for identifying high-risk riders by assessing rider intentions and self-reported behaviour. The first study (n = 47) involved a qualitative exploration of rider perceptions utilising a focus-group methodology. This study identified six key aspects of rider behaviour considered to influence safety: motorcycle handling skills; rider awareness; riding while impaired or not; and the tendency to bend road rules, push limits, and ride at extreme speeds or perform stunts. Study two (n = 229) was survey-based and examined the psychological and social factors influencing these behaviours, utilising the theory of planned behaviour (TPB) and other relevant psychological constructs, such as sensation seeking and aggression. This study indicated that risky rider intentions were primarily influenced by attitudes and sensation seeking, while safer intentions were influenced by perceived behavioural control. While intentions significantly predicted all six types of behaviour, sensation seeking and a propensity for aggression emerged as significant predictors, particularly for the volitional risk-taking behaviours. The measures of intention and behaviour comprising the RRAM were not found to be significantly correlated with self-reported crash involvement, possibly indicating shortcomings in the measurement of crashes. However, significant correlations were found between the components of the RRAM and self-reported traffic offence involvement. While further work is required to refine and validate the RRAM, it represents a potential tool for informing and evaluating motorcycle rider safety countermeasures. Keywords Motorcycle safety, theory of planned behaviour, sensation seeking, aggression Notes (1) (2) ATSB reports are disseminated in the interest of information exchange. The views expressed are those of the author(s) and do not necessarily represent those of the Australian Government or the ATSB. Psychological and social factors influencing motorcycle rider intentions and behaviour iii CONTENTS Executive summary EXECUTIVE SUMMARY Background Motorcycle riding is rapidly increasing in popularity in Australia, attracting a much wider demographic of people than in decades past. Unfortunately, whilst the overall number of road deaths in Australia has generally been reducing, the proportion of motorcycle-related fatalities has been rising in recent years. Further, the proportion of motorcycle-related fatalities in Australia is unacceptably high compared with other OECD countries. To reduce motorcycle-related fatalities on Australian roads, there is an urgent need to consider motorcyclists as distinct from other road users. This program of research facilitates the understanding of safety issues from a motorcyclist perspective and provides important information on factors influencing safe and unsafe rider intentions and behaviour. The aims of this program of research were to: †¢ develop a better understanding of the psychological and social influences on rider behaviour in an Australian context; †¢ guide the development of future motorcycle safety countermeasures; and †¢ develop a tool (the Rider Risk Assessment Measure – RRAM) to inform the evaluation of motorcycle safety countermeasures, particularly in the area of training and education. To achieve these aims, two particular studies were undertaken: a qualitative study of motorcycle rider perceptions utilising a focus-group methodology and a survey-based quantitative study of selfreported rider intentions and behaviour. Both studies were underpinned by a theoretical framework drawing on the theory of planned behaviour (TPB), identity theory, social identity theory, and other relevant psychological concepts such as sensation seeking and aggression. Key findings Study 1 explored motorcyclists’ perceptions relating to ‘safe’ and ‘risky’ riding and the different personal and social factors that influenced their behaviour. A total of 43 people participated in this study, either as part of a focus group or as an interviewee. This exploratory process revealed six types of behaviours which were commonly believed to influence the safety (or riskiness) of motorcycle riding. These six behaviours are discussed below. Two behaviours were identified as being particularly essential to rider safety. The first was the necessity of being able to handle the motorcycle proficiently and skilfully. The second related to the need for riders to maintain a high level of concentration whilst riding and to stay aware of the changing road environment. In contrast, there was some debate about the inherent safety or riskiness of the two next behaviours commonly identified. Firstly, some riders believed that obeying the road rules was essential to their safety, whilst others reported that it was often necessary to break the road rules in order to stay safe. Secondly, the definition of what constituted ‘riding whilst impaired’ differed amongst riders. Most riders agreed that ‘drinking and riding’ was dangerous. However, for some, even one alcoholic drink before riding was considered dangerous, whilst others would ride after drinking provided they did not consider themselves to be over the legal BAC limit. Some riders stated that riding when viii Psychological and social factors influencing motorcycle rider intentions and behaviour they were tired was dangerous; however, fatigue was not considered a serious safety issue for many participants. Two further behaviours identified by participants were often associated with their accounts of crash involvement, yet not seen as intrinsically ‘unsafe’ by most riders. The first of these was the concept of ‘pushing your limits’. Most riders interviewed appeared to enjoy pushing the limits of their ability on a motorcycle. Whilst agreeing that pushing the limits too far was dangerous, pushing them to a point that tested a rider’s abilities was often reported to facilitate safety as this process developed a rider’s skill. The second behaviour that was often mentioned in connection with crashes was extreme riding (e. g. , performing stunts and riding at extreme speeds). The act of perfecting a stunt was often reported to result in the crashing of the motorcycle, although these crashes were usually accepted as a normal part of the learning process. Once perfected, performing stunts did not appear to be considered an intrinsically unsafe behaviour, unless performed in traffic or other unpredictable situations. A sizable minority of both male and female participants reported riding at extreme speeds. These riders often argued that they could ride extremely fast, safely, on public roads provided certain conditions were met (e. g. good visibility, minimal traffic, weather, road, and motorcycle maintenance). Study 2 involved 229 active motorcyclists who completed a questionnaire assessing: their riding intentions and self-reported behaviour; the psychological and social factors influencing these intentions and behaviour; and their self-reported involvement in road crashes and traffic offences over the last two years. The questionnaire was structured around the six types of rider behaviour identified as important in Study 1. Key results of this study are discussed below. In order to obtain an insight into the factors underpinning both ‘safe’ and ‘risky’ behaviour, the six areas of interest were operationalised as three ‘safer’ behavioural intentions (i. e. handle the motorcycle skilfully, maintain 100% awareness, not ride impaired) and three ‘riskier’ intentions which represented more volitional risk-taking (i. e. bend the road rules, push the limits, perform stunts or ride at extreme speeds). Hierarchical multiple regression analyses were then performed to assess the influence of different psychological and social factors on these intentions. These analyses indicated that a greater proportion of variance could be explained in the case of the riskier riding intentions [R2 ranging from 57% – 66%] than the safer riding intentions [R2 ranging from 22% – 36%]. The TPB construct of perceived behavioural control (PBC) significantly predicted all three ‘safer’ intentions, while attitude was a significant predictor of the three riskier intentions. In terms of the social influences, the TPB construct of subjective norm (which assesses the influence of others considered important) proved a relatively weak predictor of behaviour. However, the measure of specific subjective norm (i. e. the influence of the people that someone rides with) emerged as a significant predictor of three of the six intentions. Over and above this, a propensity for sensation seeking was found to be significant predictor of the three risky intentions. Overall, a similar pattern of results emerged when the self-reported behaviours of the participants were examined. Firstly, while the various psychological and social variables examined in the study significantly predicted all six behaviours, considerably larger amounts of variance were explained for the three volitional risk-taking behaviours, i. e. bend road rules to get through traffic [R2 = . 67], push my limits [R2 = . 59] and perform stunts and/or ride at extreme speeds [R2 = . 69]. Secondly, the results were largely consistent with the tenets of the TPB, with intentions proving a significant predictor of all six behaviours. Thirdly, sensation seeking, along with rider aggression, emerged as a strong predictor of all six behaviours. Indeed, together, these two variables accounted for between 7 – 20% of additional variance in the six behaviours. Not surprisingly, these two variables accounted for relatively large amounts of additional variance in the ride while impaired [R2 ch = . 20] and the perform stunts and/or ride at extreme speeds [R2 ch = . 15] variables. Unfortunately, no significant correlations were found between the various measures of intention and behaviour operationalised in Study 2 and the self-reported crash involvement of the participants. It Psychological and social factors influencing motorcycle rider intentions and behaviour ix is possible that this indicates that the six behaviours of interest, in reality, do not have a close relationship with crash involvement. However, this conclusion does not seem consistent with either the findings of Study 1 or the research evidence reviewed in Chapter 2. More likely, the findings highlight shortcomings in the size of the sample and/or the way that crash involvement was measured in the study. In particular, given that crashes are relatively rare events, crashes were measured over a two year period in order to ensure that (some) participants would have experienced a sufficient number of crashes to facilitate the analyses. However, this raises the possibility of recall problems that may have reduced the accuracy and reliability of the data, while the two year period may have been too long to accurately reflect the current intentions and behaviour of the participants. In contrast, the majority of the intention and behaviour measures were found to be significantly correlated with self-reported traffic offence involvement. In particular, significant associations were found between self-reported traffic offences and the three ‘riskier’ intentions examined in the study (i. e. those relating to more volitional risk-taking, namely, bend the road rules, push my limits and perform stunts and/or ride at extreme speeds). In addition, significant associations were found between traffic offence involvement and five of the six self-reported behaviours examined (the only exception being for awareness errors). These results don’t necessarily confirm the inherent ‘riskiness’ of the behaviours examined, since engaging in an illegal behaviour may not always result in a crash. However, they do provide prima facia evidence supporting the validity of the intention and behaviour measures developed in this study. Strengths and limitations of the research This program of research featured a number of strengths. Firstly, it was firmly grounded in theory; secondly, it utilised both qualitative and quantitative methods to obtain a broad insight into the factors influencing motorcycle rider behaviour; thirdly, the design of the research was informed by input from active motorcyclists; and finally, it adopted a balanced approach to motorcycle safety by examining both safe and risky riding intentions and behaviour. Nonetheless, the program of research also had a number of limitations. Both Studies 1 and 2 consisted of participants primarily recruited from South East Queensland. In addition, the participants were volunteers who were generally older in age. As a result, the samples used in this research may not be representative of Australian motorcyclists in general, but instead reflect a subset of older, primarily recreational, riders. This should be borne in mind when interpreting the results. Furthermore, a number of other potential limitations in the Study 2 questionnaire design emerged during the analysis of the results. These included the way that fatigue was grouped with alcohol and drugs to assess intentions and behaviour relating to riding while impaired and, as noted above, the manner in which crash involvement was measured. Implications of the research At a theoretical level, this program of research has confirmed that the predictive utility of the theory of planned behaviour (TPB) can be substantially improved by the addition of other variables. In particular, this research demonstrated that subjective norm (SN) was a relatively weak predictor of intentions and that the specific subjective norm (SSN) (i.e. assessing the influence of those people that someone rides with) performed relatively better as a measure of social influence. Moreover, both sensation seeking and the propensity to ride aggressively proved significant predictors of all six behaviours examined, over and above the TPB and other social influence variables. The findings relating to sensation seeking are consistent with previous research in the traffic psychology area. x Psychological and social factors influencing motorcycle rider intentions and behaviour. However, the results relating to aggression warrant more attention, since this variable proved a relatively stronger predictor than sensation seeking of the error-based behaviours (i. e. handling errors and awareness errors), the ride while impaired behaviour, and the perform stunts and/or ride at extreme speeds behaviour. This suggests that the propensity to ride aggressively has a broader influence on rider behaviour, which is not limited to the more volitional risk-taking types of behaviours. At a practical level, this program of research has identified a number of ways to enhance current motorcycle safety countermeasures, particularly in the area of rider training and education. Most particularly, it has identified a range of psychological and social influences on rider intentions and behaviour that appear to be beyond the scope of current skills-based approaches to motorcycle training and education. Consequently, further work is required to develop and trial new approaches to rider training and education that more effectively address the attitudinal and motivational influences on riding, both of a personal and social nature. To assist in this process, this research has undertaken the first steps in the development of the Rider Risk Assessment Measure (RRAM). This tool is intended to act as a means of identifying high-risk riders by assessing their intentions and self-reported behaviour (in relation to both ‘safe’ and ‘risky’ riding). While further work is required to refine and validate the RRAM, it represents a tool that can be used in a variety of ways to enhance motorcycle safety countermeasures, including informing the design and content of training programs and evaluating the impact of different  initiatives on rider behaviour. Psychological and social factors influencing motorcycle rider intentions and behaviour xi ACKNOWLEDGEMENTS The authors would like to acknowledge the funding support provided by the Australian Government, through the Australian Transport Safety Bureau’s (ATSB) Road Safety Research Grants Programme. The development and conduct of this study has involved the contribution of a large number of people. While it is difficult to acknowledge all the individuals that have contributed, the authors would like to thank: †¢ †¢ Mr John Collis from the ATSB for his ongoing advice and support; those people who assisted us organise the focus groups, from organisations such as Queensland Transport, Motorcycle Riders Association Queensland, Ulysses, and Q-Ride providers; personnel from the Queensland Police Service, particularly the Logan and Brisbane West Districts, who assisted in the distribution of the pilot and main questionnaires at various motorcycle events; The ongoing support for motorcycle research from Morgan and Wacker Pty Ltd; and the assistance of Morgan Wacker Motorcycle Training Centre, particularly Mr Fred Davies, in the finalisation and distribution of the Study 2 questionnaire.   xii Psychological and social factors influencing motorcycle rider intentions and behaviour GLOSSARY OF TERMS AND ACRONYMS ABS ATSB BAC Australian Bureau of Statistics. Australian Transport Safety Bureau [formerly Federal Office of Road Safety (FORS)]. Blood Alcohol Concentration. In Australia, the legal amount of alcohol that may be present in the blood is 0. 05% if the driver or rider is on an unrestricted licence. It is usually measured either by a police breathalyser or a by a blood test (see also Over the limit). A person who identifies with, and belongs to, an organised outlaw motorcycle club. Club members ride motorcycles and often wear jackets with ‘patches’ which identify the club they belong to (Veno, 2002). A motorcycle enthusiast. May or may not belong to a motorcycle club (Krige, 1995a). Centre for Accident Research and Road Safety Queensland. A study design which collects data on the perceptions or behaviours of subjects at one point in time, as opposed to a longitudinal.

How Computers Impact our Daily Life :: essays research papers

"Computers are transforming society. Time is collapsing. Distance is no longer an obstacle. Crossing oceans takes only a mouse click." This is the phrase of sentences I heard somewhere about computers. Virtually, computers which pressure most people's life are considered as the most important technological achievement of the XXI century. Using computers, we can make or solve most of difficult things which are hardly completed without their hands. Because of these different varieties of abilities, computers have been creating many noticeable achievements in most of societies? fields especially medicine, education, and usual life. In other words, these three fields also are computers? influences that I want to write in this essay today. Firstly, there is a nonnegotiable point here that health services and art of medicine have been changed absolutely by computers in recent decades. Computers totally are able share the physician?s heavy duty which is save human?s life. In deed, since computers have been invented, new technological treatments that cooperate with computers have cured a thousand of patients. Eventually, there is nothing is more happy than come to life again. Formerly, once a doctor wanted to diagnose their patients, he or she mainly used to apply their experiences. Unfortunately, this process is doubted sometimes. And now, computers and other accessory machines are able to diagnose accurately with less time. In addition, computers have the other excellent benefit which is the ability in analyzing gene. Now scientists have more conditions to examine organic structures or to invent many new medicines, modern effective treatments which are very useful by using these gene technologies. Undoubtedly, the medic ine?s current promotions closely connect with the development of computers. Therefore, we can agree unanimously that computers greatly influence our existent medicine. Furthermore, ?Crossing oceans takes only a mouse click?- with computers, we no longer remain the conception about spatial distance. Actually the greatest advantage of computers is reducing distance and connecting people together. By this or other ways, computers thoroughly support and push up our education. Nowadays, students certainly stay at home but still can study for his or her bachelor degree. This actually seems to be impossible few decades ago. Those students just need to equip themselves with a computer connected internet at home only. This perfect utility is determined as computers? greatest success for humankind. For example, one student, a handicap person, who has his or her health?s problems, completely feels uncomfortable to go to school.

Child Abuse and the Importance of Belonging Discussed in David Pelzers

A Child Called "It" explores the traumatic story of child abuse and how the choices made by one person affects another’s sense of belonging. The story is only from one point of view as it’s a biography, written by the man who experienced trauma at such a tender age. David Pelzer, as a child, dealt with rejection daily and not only from his mother but classmates, teachers and ultimately his biggest enemy, himself. A Child Called "It", as the title denotes depreciation and an impersonal relationship between the audience and the text, begins the biography with a dark and solemn theme as there is no definition for ‘it’ therefore titling a book ‘a child called it’ gives the audience the idea that the child doesn’t exist, or as it tells further in the story, a child who is treated like he doesn’t exist. The author contrasts his mother in different contexts from when his ‘mom’ was a good, caring mum to when his ‘mother’ changed into the abusive stage. Mom and Mother are used throughout the text to show the audience the different emotions he had carried for her. Mom is more personal and informal but suggests a close relationship between the two as it is used in the chapters that he is reminiscing about when his mom was a normal, caring mom. Mother is used in the chapters he was abused in and suggests a more distant relationship due to the formal language structure. When ‘Mom’ was used, the emotions carried out towards her by David Pelzer were none other than belonging to her. When a child is told something so often they start to believe it. In this case, David Pelzer was ordered to say over and over again â€Å"I’m a bad boy, I’m a bad boy...† which psychologically brainwashed him to believe that he was. That every time he was physicall... ...ejected, surrounding him as he says ‘I had readymade excuses mother made for me’. The ending doesn’t end on a ‘happily ever after’ note but rather a dull and gloomy tone as it is set throughout the text. Sarcasm, contrast and similes are the main language features presented in the book to evoke disgust, torment and shock throughout the audience showing them either how she saw the abusive behaviours inflicted upon him or the brainwashed ‘excuses’ he learnt from his mother. Not belonging is the struggle in this text that didn’t get resolved by the ending making it a dark, gloomy tone and the language features used also evokes a dark feeling within the reader. A Child Called "It" truly explores the meaning of struggling with belonging due to other peoples actions rather than their own and provides appropriate use of imagery to emphasise the meaning of the biography.

Life of a Teenager

The life of a teenager is wild, and young and free. You can do whatever you want. You can have your crushes if you want or either a boyfriend, a good and understanding boyfriend. But take note, that you must know your limitations. You can happy as happy as you want and you can be as sad as you want. You can decide what can of life you want to live in. Being a teenager is the happiest part of your life. This is the stage of your life, which is exciting and fun. You can also have many experiences in this stage. Also, beware because temptations might happen here. You must choose a good friend, to avoid dilequenc y and problems. Choose a boyfriend who is good, and not a sex addict, because if he is a sex addict you might have a chance to be pregnant. And if that would happen your future might be broken. There is also a case that you will undergo or commit abortion, without thinking the baby’s good. You are thinking y your self. It might also happen that the person who made you pregnant will go to other places, just to hide from you, because he is not ready for the responsibility. Being a mother or father in young age is a great challenge, because you are not yet ready to take that responsibility. But you can’t give your back on it. Remember responsibility is always been a responsibility. Be aware, temptations might be at your back, following you.

Children and Play

D1, D2, D3 There are many different settings where children can play. Children from a very young age can go to a baby room and after the baby room, children can go to pre-school nursery and then they can go to school. In my assignment these are the three settings I will be talking about. In a baby room the age range would be 9 months to 1 year old. The stage of play for this age range is solitary play. In solitary play children play on their own, totally independent from adults or other children. In a pre-school nursery the age range would be from 3 to 4 years old. There are 3 different stages of play this age range would be at. These are parallel, associative and co-operative play. Parallel play is when a child is playing along aside another child, but not playing with the other children. Associative play is when children share their materials and they talk to one and other. They all have different ideas of what they want to do and play. Co-operative play is when a child plays within a group and fully interacts with the other children. They also share their resources. In a school the age range is 5 to 11 years old. The stage of play the children are at is co-operative play, (see above for co-operative play). In a baby room the play that takes place is physical play. Physical play may include crawling and walking. Some children may be picking up objects, e. g. rattles and sucking toys.

Marketing Management – Toyota

Toyota Motors Marketing Plan for Hybrid Vehicles by geographic location (Europe) 1. 0 Executive Summary The Toyota Motor Company continues to strive to be the global market leader in the automobile manufacturing industry. Over the years, Toyota has managed to remain the leader of this industry through its management structure, fuel efficient vehicle design and competitive pricing based on global market knowledge. Toyota has realized that environmentally conscious products were needed to ensure continued company (and sales) growth in the future.Toyota has been actively reducing its carbon footprint since 1998. Annually, Toyota has been publishing its Environmental and Social Sustainability report in order to enhance disclosure of information regarding environmental actions carried out in conjunction with its corporate activities. Through more efficient and â€Å"cleaner† production lines it has reduced its environmental impact. Toyota also seeks to be the market leader for so c alled â€Å"clean (or green) vehicles† such as Electric Vehicles, Hybrid Vehicles and Plug-In Hybrid Vehicles.This marketing plan will discuss Toyota's strategy with regards to green vehicles, with particular reference to one geographical location, Europe. This Marketing plan will have a closer look at how the European Branch operates within Toyota's global structure and how it reflects Toyota's overall vision of a cleaner, more sustainable future. 1. 1 Vision Toyota realizes that its future lies in the production of environmentally conscious cars. Toyota's vision of a cleaner future revolves around two main points. Firstly, the production of vehicles that have a smaller impact on the environment.Along with â€Å"cleaner† versions of its gasoline powered cars, Toyota believes that the company's success in the present and future lies in its line of Electric, Hybrid and Plug-In Hybrid Vehicles. Through this line of vehicles Toyota will be actively reducing environmental impact by producing cleaner cars for consumers to use. Secondly, Toyota believes that to achieve its goals towards a cleaner future, it must continuously strive to make its production lines even cleaner. In fact, since 2002 Toyota has managed to reduce the energy used or the production of vehicles by 40%, waste products by 50% and water consumption by 70% (Toyota Motors Europe: Sustainability Report 2011). Both of the above points fall under a global philosophy called â€Å"The Toyota Way†. As analysed by Liker (Liker J. , 2004) this holistic philosophy maintains fourteen key principles which Toyota has adopted to give its customers what they want, when they want it, in the most efficient way possible whilst leaving the smallest possible carbon footprint. Toyota also believes that continual growth can be achieved by exceeding its customers' expectations.In fact the Toyota Global website(2012) states â€Å"our attitude is to anticipate and deliver to the needs of those we ser ve† 1. 2 Objectives Toyota's main objectives are stated clearly in its Sustainability Report (2011). The said report outlines a global vision, to be attained by the year 2020. Toyota's new Global Vision 2020 comprises of three main pillars: * Lead the way to the future of mobility, which is our core business. * Commit to quality, innovation, environmental protection and by doing so, make cars that people love. Engage our people's energy and passion to â€Å"Always Find a Better Way† (Toyota Motors Europe: Sustainability Report 2011) 2. 0 Current Market Summary Traditionally, Toyota's primarily focused on the US and Japanese markets. The European market is a fairly new addition to Toyota's Sales portfolio. Although the European market for cars has seen a steady decline in recent years, Toyota currently holds a 4. 2% share of the total car market. In 2011 total sales in Europe amounted to 822,386, 10% of which were Hybrid vehicles. 2. 1 Market NeedsThrough Customer Relati onship Management and market research, Toyota has established a new set of characteristics it's vehicles need to satisfy in order to reach the Global Vision 2020. Toyota has determined it's cars need to be: * Of high quality and reliability thus requiring infrequent maintenance. * Widely affordable, including increased affordability of Hybrid and Plug-in Hybrid vehicles. * Silent in a world which is increasingly aware of noise pollution. * Easy to use, with particular reference to simplified user interfacing on new Hybrid and Plug-in Hybrid vehicles * Clean.Even if in a traditional gasoline engine model emissions need to be kept to an absolute minimum. Whilst identifying the need for â€Å"cleaner† cars, Toyota has also launched the Plug-in Hybrid Electric Vehicle (PHEV) demo project in 18 European countries. This project involves a limited production line of 200 PHEV vehicles which are being road tested by customers in 18 European countries till 2013. So far the project has already increased awareness of PHEV cars and provided crucial data with regards to technical performance and customer satisfaction.This data will be used in the near future to launch a large scale PHEV production line. Toyota realises the importance of its customers time. The increasing use of the internet, especially in the early stages of a purchase, has made the company's website an important asset. Therefore an updated website will all models, colours, specifications and options is of vital importance. 2. 2 Market Growth Despite the afore mentioned drop in car sales in Europe, Toyota has managed to sustain a positive growth within this market. Toyota aims to increase its European market share from 4. % to 4. 5% ( 835,000 vehicles sold) in 2012. In 2011 its Hybrid sales amounted to 10% of the total sales figure. Toyota seeks to increase this to 14% in 2012 and up to as much as 20% in 2013/14 (Reuters: 5th March 2012). To do so, Toyota has re-designed some of its more popular mode ls (Yaris and Auris) and has offered them in both traditional gasoline engines and Hybrid configuration. To further maximise growth in the Hybrid and Plug-In sector, many of Toyota's European distributors have started offering very advantageous finance schemes on these models.This means that a customer no longer needs to go through the bank to purchase a new car. 2. 3 Market Segmentations Toyota's European Market is vastly diverse and requires heavy segmentation. Each market segment requires separate market research, a separate marketing strategy and a separate product offering all together. When segmenting the European market one has to take the following considerations: * Age of the target consumer * Social Standing * Occupation and thus purchasing power * Educational background * Other cultural and socio-economic factorsFor the purposes of this plan we shall conduct a socio-demographic segmentation. Market segments may include : * Young ,trendy people who opt for small, inexpensi ve, cheap to run vehicles. this segment is also very environmentally conscious. * Young adults with higher spending power who opt for small saloon, small SUV's/mini-vans and 4Ãâ€"4 vehicles. This segment is also very environmentally conscious but less so than the young trendy people * Middle aged adults who are better off and can afford higher end vehicles such as large saloons and high end 4Ãâ€"4 vehicles.This segment is less environmentally conscious and therefore less likely to invest in a Hybrid or PHEW vehicle unless these become trendy to own. * Mature adults who are about to retire or have retired from work. This segment looking for comfort and practicality while still maintaining style. Depending on their occupation and ability to save(throughout their career), their spending power will vary. This segment is the least environmentally conscious. Other market segments include small, medium and large business organisations for which Toyota has developed a range of trucks and vans of various sizes and payload capacity. . 4 SWOT Analysis Strengths * Toyota has firmly placed itself as one of the leading car manufacturers in the world and is also steadily gaining ground in Europe. Toyota's reputation for quality and reliability has help to breach and gain a foothold in the European automobile market. * Toyota is on the forefront of cutting edge technology and is the leading manufacturer for Hybrid vehicles in Europe and aims to further increase sales of Hybrids and PHEV in the next 2 years. * The Toyota Way of management continues to advocate efficiency in the production, distribution and sales of Toyota vehicles.Toyota's continues drive towards efficiency has led to a reduction in cost of production/distribution/sales * Toyota's Sustainability Report informs partners, distributors, employees and customers of the company's commitment to a cleaner future. This further reinforces Toyota's Corporate Social Responsibility in the minds of all third parties. * Th e company has a highly skilled workforce * Wide distribution network through clearly marked Toyota stores and other authorised distributors allowing potential customers easy access to the company's vehicles Weaknesses * Toyota's size as an organisation is in itself a weakness.The scale of the company presents different sets of challenges. The decision making process may be slower than in other organisations due to the sheer size of the management structure. * A wide distribution network requires a large workforce dedicated to logistics and distribution which can be quite expensive. * A weakness can also be identified in the supply chain for hybrid vehicles in Europe. Even though hybrid Yaris and Auris models are produced in Britain (and as of April 2012, also in France) almost all of the parts used to make these vehicles have to be imported.This will increase the overall cost per unit, therefore reducing competitiveness. (Reuters 5th March 2012) * Toyota owns and runs 8 manufacturin g plants, 14 parts centres and 9 vehicle logistic centres in Europe. These plants and centres have high fixed costs. With an expected 5% decrease in the demand for cars in Europe, these plants' fixed costs may become a long term burden on Toyota Europe and may decrease profitability. Opportunities * Being on the forefront of hybrid and PHEV technology, Toyota is an ideal position to strengthen its hold on this market segment and increase overall sales in Europe.In fact sales targets for 2013/14 for hybrid vehicles are initially set at 14% and 20% at a later stage. Various governments are imposing lower licensing fees on hybrid vehicles thus providing the perfect incentive for consumers to opt for a Toyota hybrid model * Soaring fuel prices are driving consumers to look for alternative modes of transport. Toyota's hybrid and PHEV vehicles are very fuel efficient thus providing Toyota with the perfect opportunity to increase its market share. * Toyota plans to start manufacturing part s for hybrid and PHEV in Europe once sales reach 150,000 hybrid vehicles per year.At present, these parts are imported from Asia and the US. The production of parts in Europe would bring significant savings in transport and logistical costs which would bring a lower cost per unit and in term allow Toyota to be even more competitive with its prices. This would also put Toyota in a position to offer maintenance services to its customers at a lower price. Threats * In recent years Toyota has had to recall millions of vehicles due to defective brakes, suspensions and accelerator units. Recalls have cost Toyota millions of dollars in the past and they continue to be a costly problem in the present and foreseeable future.Recalls can also have a negative effect on brand equity and effect sales growth in the long term. * New brands could increase competition and erode Toyota's sales. New entrants from Korea, China and India are providing various market offerings, at different levels of qual ity and at increasingly competitive prices. * Soaring fuel prices and raw material prices could have a negative impact on costs of production and distribution therefore further reducing profitability. * Economic factors such as the global recession in the last 3/4 years and the lack of consumer confidence in banking institutions will have a negative effect on sales.In recent years, unemployment rates have risen in Europe making selling expensive commodities, such as cars, even harder. 2. 5 Competition The Automobile industry is in itself a fiercely competitive industry. Even more so in the European market place due to the numerous European car manufacturers. Toyota faces stiff competition from most European car makers as they market and sell the bulk of their products in Europe. Therefore when it comes to purchasing a car, the European consumer has many more product offerings to chose from. Most of the European car makers have developed entire fleets of cars to suite different budge ts, demographics and astes. In Europe, specifications such as miles per gallon, design features and retail price, have become battle grounds for car manufacturers. Toyota also faces a socio-cultural challenge: European car manufacturers take pride in the fact that their cars are designed and built in Europe for Europeans. This, in a way, can prove to be an advantage for brands such as BMW, Mercedes-Benz and Volkswagen. These brands can give the perception of being able to understand the European consumer's needs better than their Asian and American counterparts. Toyota also faces stiff competition from other Asian manufacturers such as Kia, Hyundai and Honda.These manufacturers have also realised the importance of maximising fuel efficiency (with particular emphasis to small urban/city cars). Asia manufacturers have also been able to compete when it comes to retail price. Labour is relatively cheap in certain parts of Asia, thus allowing Asian manufacturers to keep costs of producti on low and passing on the savings to its customers. Competition has also risen due to new entrants into the European market. American giant General Motors launched Chevrolet Europe in 2005. Chevrolet have redesigned product offerings and created new product offerings to suit the European market.

Summary of the Patterns Movie Essay Example | Topics and Well Written Essays - 1500 words

Summary of the Patterns Movie - Essay Example On the other hand, Ramsey was compelled to enter into an agreement with Staples due to the situation that made him kill Brigg. However, his moral grounds were based on what was best in accordance to nature in the prevailing circumstances. Rationale for Epictetus response to the proposed strategy adopted by Staples The main teaching of Epictetus is on ethics. On his discourse, he lays out his ethical principles, which were formulated in forms of arguments in order to cure human souls (Guthrie 122). In the case of Staples’ proposed strategy, Epictetus could have argued that one has to abandon the attitude of a private individual and fulfill the ideal of a man in a moral progress. In this regard, it is true to argue that Staples ought to have stood on his morals and do what was right without compromising it with the job offered to him by Ramsey. This should also have been in line with what Aristotle argued to be the practice of good actions. Although Staples could have decided to take Ramsey’s offer basing his take of the position by reasoning as a means to living a life of virtue, his caveats seemed to contradict his morals. However, his decision to warn Ramsey about what he felt concerning the death of Brigg was such a good move, which shows his virtues. Nevertheless, Staples can be argued not to be fully committed to his moral virtues. According to Aristotle, moral virtue is constituted by correct action and emotion (Guthrie 130). Although Staples’ emotions symbolizes his true moral virtues, that is, his caveats about his feelings towards Brigg’s death and what he felt about what Ramsey did, his actions were not compatible with that. He was offered a job by Ramsey, and this could have acted as a bribe, which compromised his moral virtues. Aristotle’s point of view on individual change of heart in the business environment was that individuals must make choices that have consequences. For example, these choices should be in line with their impact on the society, if the consequences of bad behavior remove the individual further from achieving and contributing ‘good’ which, by endowment, yields a positivity to humanity, then that choice is uncalled for. It is further believed that ne person’s action can infuse the whole society. It can be argued that Staple’s action to take the job offered by Ramsey could play two major roles. Firstly Ramsey’s deeds could be encouraged as long as Staples accepted the offer of taking the job. This has an implication in that, since the offer was a kind of a deal; Staples could not disclose what happened. This, therefore, means that a culture of impunity would gradually be developed. Secondly, Staples could be compelled to sealing of such deeds even in the future as long as there is a reward offered. According to Aristotle’s concept of telos (end purpose), which articulates on the professional practice of public administration, the good life for each person is based on the move towards the perfection (Haskins 120). In this regard, it can be argued that both Ramsey and Staples were trying to move towards perfection of their good life. However, the bone of contention is on the end results of their move towards perfection of their good life. That is, the evaluation of their human soul and if their actions brigs them joy, hope, grief, or fear. The summary of the twelve angry men In the case of the young man charged with the crime of patricide, the