Northwest State College

1 SUPPLEMENTAL CASE: Chapter 7 Case: Northwest State College Northwest State College (a disguised name) is a four-year regional state college and has an enrollment of about 3,500 students. Its business department has a faculty of seven full-time instructors, and other part-time instructors are used as needed. Currently about 900 students are majoring in business. The college is located in a medium-sized northern community of about 70,000. Most of the faculty recruiting is done by one person, the department head, who makes the initial contact with prospective faculty members at various professional meetings held during the school year. If the department head cannot attend a meeting recruiting is done by an instructor from the business department. Projections are that enrollment at Northwest State will increase about 25% in the next five years. Most of the increase is expected in the business area. The ideal faculty size would be about 16 full-time instructors. Most of the full-time instructors currently in the Department of Business Administration hold MAs or MBAs from various northern colleges. The salary scales and fringe benefits are considered to be slightly lower than the compensation available at similar colleges in the region. In addition to any increase in faculty members needed due to enrollment, three replacements are needed for this fall in the business area to replace individuals who have gone elsewhere. Northwest State has a recruiting policy that requires final approval of candidates by the department head, the vice president for academic affairs, and the president of the college. In addition, the school has a policy requiring that at least two candidates be invited to the campus before any candidate can be hired so that adequate screening can take place. Often the result is a waiting period of two months between initial contact, application, and campus interview for most applicants. Some other small colleges in the area pay full travel expenses for potential candidates, while the majority of the others pay at least half. Northwest State does not pay any travel expenses if the candidate is not hired. Only if the candidate is offered a position and accepts is full reimbursement for travel expenses given. Usually the payment comes about two months after the campus interview. In the past Northwest State has not been very successful in filling empty positions. The president is concerned and wants to evaluate the recruiting program so that a better one can be designed. Questions 1. List the reasons why you would not consider a position at Northwest State if you were a potential applicant. 2. Evaluate the approval procedure for applicants. 3. What would be the components in a recruiting system you design? 1. Beginning, I would not be interested in a position at Northwest State college for these reasons: Firstly, due to the salary scales being slightly lower than the compensation available at similar colleges in the region. There are currently instructor's at this college that hold MBA's and MA who are not being compensated accordingly at college which wants to see growth of 25% in the next five years. Secondly, considering how rigorous the selection process appears to be for potential applicants an incentive to off set the process would be to at the least cover ones travel expenses in advance. These proponents do not make a great first impression toward me and show the school potential lack of interest in recruiting the best instructor available. Lastly, I would have addition concerns regarding the current vacancies that need to be filled. There just some question that need to be answered. If the enrollment is planning to ramp up then why is it that faculty do not want to have part in a growing institution. 2. In evaluating the approval procedure for applicants the components the college has in place appear to be thorough and in-depth. However, some of the policies in place are some much in depth that it could deter an applicant's interest in the position. If the president had the confidence in it department head then some steps in the approval procedure could be eliminated. The current screening process requires too much time in between the initial contact, application completion and the campus visits of applicants. 3. Through evaluating Northwest State's recruiting process it allowed for me to consider in designing a recruiting system with effective components: First, I would consider training new hires due to its financial advantage amend their prior external experience (204). Secondly, being a strategic recruiter by discovering talent before it is needed, capitalizing on windfall opportunities when there is an abundance of highly qualified people (195). If this component can be executed then the talent potential increases for fulling a position when time. Another component I would implement in my recruiting system is develop strong Internet recruiting abilities.

Elopement Essay

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Free

Free Will and Moral Responsibility Essay This collection of essays has its roots in a conference on free will and moral responsibility held at Monash University in November 2005, though only a few of the papers presented at the conference have made it into the current volume. We would like to thank both the participants at this conference and the contributors to this volume, as well as Cambridge Scholars Publishing for inviting us to put the collection together. Grateful acknowledgement is also made to the editor of the online journal, Sorites, where Nick Trakakis’ paper, â€Å"Whither Morality in a Hard Determinist World? †, was originally published (in vol. 19, December 2007). Finally, thanks to Shannon Weekes for her assistance in compiling the Index. INTRODUCTION NICK TRAKAKIS AND DANIEL COHEN Much of the interest of the free will debate depends on the assumption that free will is necessary for moral responsibility. In particular, it is because responsibility seems so important for our practical lives that debates about the compatibility of free will and determinism seem so urgent. However, much of the discussion in this volume bypasses this link. Instead, questions are raised that directly concern responsibility, such as whether it is compatible with determinism (see, for example, the essays by Fischer, Widerker, and Pereboom) and whether it is compatible with indeterminism (for example, the exchange between Levy and Kane). For the purposes of this introduction, we have not attempted to summarize the various ways in which the contributors construe the metaphysical foundations of moral responsibility. Instead, we wish to address a more preliminary matter. In the first part of this introduction, our aim is to say something about what we mean when we say that someone is morally responsible. It is surely important to clarify this before addressing any further substantive issues because, if we don’t clarify the meaning of this key term, there remains a significant danger that different participants in the debate about the possibility of moral responsibility will simply ‘talk past each other’. This suggests that in order to conduct a fruitful debate participants need firstly to agree on the nature of their subject-matter and, perhaps, to disambiguate different dimensions of the debate that arise if the term ‘moral responsibility’ has different connotations. In the second part of the introduction, we will discuss a neglected Wittgensteinian perspective on the notions of freedom and responsibility, a perspective that may help to clarify some of the confusion that arises when we ask what it means to say that a person is free or responsible. 1. The Meaning of Responsibility. Before proceeding to ask whether people are, in fact, ever morally responsible, it seems that an important preliminary matter needs to be settled. That is, we need to ask what we mean when we say that a person is x Introduction morally responsible. As will quickly become clear, settling this preliminary matter is, in fact, much harder than it first seems. Many of the controversies concerning the possibility of responsibility emerge even when we try to say just what ‘responsibility’ means. Let’s start with a claim that seems relatively uncontroversial. We will simply assume that ‘person A is responsible’ is a normative claim. That is to say, it is a claim to the effect that it is appropriate to hold A responsible in certain circumstances (circumstances, for example, where A has acted wrongly and where no mitigating, justifying, or excusing factors are present). However, this account of the meaning of ‘A is responsible’ raises at least two further issues. Firstly, we need to say more about what it means to hold someone responsible and, secondly, we need to say more about the nature and basis of the norms that govern appropriate responsibility attribution. It is important to keep in mind that our goal, in clarifying these two questions, should not be to settle any question regarding whether people are, in fact, ever morally responsible. Rather, we want to settle the terms of this debate before it begins. To this extent, we need sufficiently neutral accounts both of the nature of responsibility attribution and of its normative basis so that we don’t beg any substantive questions before debate has even begun. As we will try to show, however, this is a rather elusive goal. The only neutral account of the nature of responsibility attribution renders the normative question deeply controversial. And the only neutral account of the normative basis of responsibility attribution renders the nature of responsibility attribution deeply controversial. Holding Responsible There appear to be two plausible contending views regarding the nature of responsibility attribution. On cognitivist accounts, holding A responsible fundamentally involves believing something to be true of A, while on noncognitivist accounts, holding A responsible essentially involves holding some conative attitude towards A. (Cognitivists may, of course, argue that responsibility attribution is also usually associated with some conative attitude. However, they will maintain that it is possible to hold someone responsible without holding such conative attitudes. Similarly for noncognitivist accounts, mutatis mutandis. ) Non-cognitivism appears to provide the most successful neutral basis on which to premise the debate concerning the possibility of responsibility. This is because there seems little room for debate concerning the conative attitudes that characterize normal responsibility Nick Trakakis and Daniel Cohen xi attribution. In particular, few would disagree that responsibility attribution is strongly associated with the ‘reactive attitudes’ identified by P. F. Strawson, i. e. , resentment, indignation, anger and so on. 1 If one wishes to argue, however, that the reactive attitudes, while prevalent, are inessential to responsibility attribution, it is much harder to locate any common ground concerning the beliefs that are essential to responsibility attribution. One may suggest, for instance, that to hold A responsible is to believe that she is the source of some bad behaviour. Deep controversies quickly emerge on this view, however. One might take sourcehood to involve a psychological claim, for instance that A ‘really wanted’ to act wrongly. 2 However, others might object that any such glib psychological account fails to explain why it is fair to blame A for the wrongdoing (see Smilansky’s contribution). One might object, in this vein, that any such psychological story is unable to show that an agent really is the source of her having certain desires or values (see McKenna’s contribution), and that sourcehood thus requires some more obscure metaphysical basis (e. g. , agent-causation). Alternatively, one may suggest that sourcehood involves some impossible requirement such as that an agent was self-created. 3 On this view, holding someone responsible is essentially impossible. 4 Our goal is to account for the meaning of responsibility in neutral terms so as to provide a basis for constructive debate about the conditions (and the very possibility) of responsibility. It appears, however, that the cognitivist view of responsibility attribution quickly leads to debates that already beg these important questions before debate has even begun! This suggests that the best theory-neutral account of the meaning of responsibility must explain holding responsible in non-cognitivist terms. The Normative Basis of Responsibility Attribution Recall that, for the purposes of this discussion, we have assumed a normative account of responsibility according to which ‘A is responsible’ means ‘it is appropriate to hold A responsible in certain conditions’. Having addressed how best to interpret what ‘holding A responsible’ might mean, without begging any important questions, we need now to turn to a second question raised by the normative account: when exactly is it appropriate to hold someone responsible? In other words, what are the norms that govern appropriate responsibility attribution? Again, there are two plausible contending views: appropriateness may be explained either in terms of practical norms (taking ‘holding responsible’ to be analogous xii Introduction to the performance of an action) or by way of doxastic norms (taking ‘holding responsible’ to be analogous to the formation of a belief). Again, only on one of these accounts—the doxastic view—is it possible to offer an appropriately uncontroversial explanation of the norms implicit in responsibility attribution. On the doxastic view, one ought to hold A responsible if and only if it is true that A is responsible. On this view, the normative basis of responsibility attribution straightforwardly derives from the normativity of belief. It is clear that the doxastic account presupposes the cognitivist view discussed earlier, according to which holding A responsible involves believing something about her. Given this view of the nature of responsibility attribution, the normative question— concerning when responsibility attribution is appropriate—has a straightforward answer. Unfortunately, as we saw, there is no uncontroversial way to account for the truth-conditions of ‘A is responsible’, on the cognitivist assumption that it involves belief. So, despite the advantages of the doxastic view in providing a neutral account of the normative basis of responsibility attribution, this view at the same time precludes us from obtaining a neutral view regarding the nature of responsibility attribution (i. e. , the truth-conditions for the belief that A is responsible. ) Might we find an account of the normative basis of responsibility attribution that is consistent with the preferable non-cognitivist view outlined earlier? This would have to involve an alternative view, according to which responsibility attribution is justified in virtue of practical norms. However, if responsibility attribution is governed by practical norms, then things are much less straightforward. One may suggest that the relevant practical norms are just moral norms, so that ‘A is responsible’ states something like: ‘It is morally obligatory (or, perhaps, permissible) to hold A responsible’. This view may appear immediately problematic because the appropriateness of responsibility attribution will now depend on further questions that are deeply controversial (for instance, questions concerning the debate between consequentialism and nonconsequentialism; see Vargas’ contribution). A more fundamental worry arises concerning the methodological appropriateness of appealing to moral norms. One may argue, for instance, that the nature of moral obligation, itself, depends on the foundations of responsibility, which is, of course, the question at issue. Haji (in his contribution) argues that the best metaphysical basis of responsibility (i. e. , event-causal libertarianism) renders moral obligation essentially lucky. This suggests that there would be something viciously circular in explaining the meaning of responsibility Nick Trakakis and Daniel Cohen xiii in terms of some claim about our moral obligations. (See also Trakakis’ contribution. ) To avoid these worries, one may appeal to practical norms that appear to be more fundamental than any particular moral system. For instance, R. J. Wallace offers a normative account of responsibility that appeals to fairness. 5 This is meant to provide a normative basis for responsibility that remains neutral on more substantive moral issues. (See also Smilansky’s contribution. ) Clearly, however, appealing to practical norms launches us into further debates that already beg the question at issue. Again, such an account seems ill-suited for the purpose of setting up a neutral definitional framework on which to premise further debate. A Dilemma Our aim has been to find some neutral definition of responsibility to enable further non-question-begging debates about the possibility and conditions of responsibility. It seems that this goal gives rise to a tricky dilemma. The best theory-neutral account of holding responsible is the non-cognitivist account. However, this account appears incompatible with the best theory-neutral account of the norms that govern responsibility attribution—the doxastic account. The doxastic account, in turn, seems compatible only with the most problematic account of holding responsible—the cognitivist account. This is a puzzling result. Even though responsibility clearly gives rise to very complex issues, it is surprising that it is not possible even to define the terms of the debate without deep controversy. The worry thus remains that debates about the possibility and conditions of responsibility are essentially question-begging, insofar as different participants to the debate conceive of its key terms differently. Must we conclude, then, that different people and different theorists are indeed talking past each other when they debate about the possibility of responsible action? This, of course, would be a depressingly deflationist conclusion. There is a possible way out, however, that is rarely canvassed. If the question concerns the meaning of ‘responsibility’, one might suggest that there are, perhaps, other ways to settle things. In particular, isn’t the meaning of a term determined by our use of the term? (Or, at least, isn’t use a good guide to meaning?) Thus, appeal to real-world attributions of responsibility may illuminate the meaning of the term ‘responsible’. Such a methodology is sometimes rejected on the grounds that real-world attributions are rife with internal inconsistency (see, for example, Cohen xiv Introduction and Saling’s contribution). But perhaps a closer look at the Wittgensteinian ‘solution’ to the problem of freedom and responsibility will throw new light on the matter. 2. Making Sense of Free Will: A Wittgensteinian Account Wittgenstein published very little during his lifetime, and even less on the topic of free will. He does, however, make some pertinent remarks in his Tractatus Logico-Philosophicus that mirror in some respects the contemporary debates on free will. As is well known, the early Wittgenstein claims to have definitively solved the central problems of philosophy, and by implication this would include the perennial problem of free will. Wittgenstein’s strategy proceeds by separating sense from nonsense. The realm of sense is delimited in the light of his picture theory of meaning, according to which a proposition is meaningful (or capable of expressing a fact) only if it can represent or picture a contingent state of affairs. What cannot thus be represented is consigned to silence, or as Wittgenstein famously put it at the conclusion of his book, â€Å"What we cannot speak about we must pass over in silence† (proposition 7). 6 In the course of the book, however, it soon becomes clear that what can be meaningfully said are only the propositions of natural science, thereby leaving out of the realm of sense a daunting number of statements which are regularly made and used in language, including the propositions of logic, aesthetics, religion, and (most relevant for our purposes here) traditional metaphysics and ethics. But unlike the positivists, Wittgenstein does not assume that what is nonsensical is of no value. As he stated in a letter to a prospective publisher, Ludwig von Ficker: â€Å"My work consists of two parts: the one presented here plus all that I have not written. And it is precisely this second part that is the important one. †7 Further, ethical and metaphysical truths that cannot be ‘said’ or formulated in sayable (sensical) propositions can nonetheless be ‘shown’: â€Å"There are, indeed, things that cannot be put into words. They make themselves manifest. They are what is mystical† (6. 522). In line with this austere outlook, Wittgenstein hints in the Tractatus that the very concepts at issue in the free will debate—concepts such as ‘freedom’ and ‘responsibility’—cannot be meaningfully expressed. Although in propositions 5. 1361 (â€Å"We cannot infer the events of the future from those of the present†) and 5. 1362 (â€Å"The freedom of the will consists in the impossibility of knowing actions that still lie in the future†) he seems to reject determinism as false and to accept freedom of the will as true, rather than rejecting both as nonsensical, here we arguably have a Nick Trakakis and Daniel Cohen xv minimalist conception of free will as nothing more than ignorance or uncertainty regarding the future, as opposed to a substantive commitment to the metaphysical idea of a ‘will’ that could be free or unfree. This is confirmed in later passages where Wittgenstein takes the law of causality—the principle that every event has a cause—to be â€Å"not a law but the form of a law† (6. 32), adding a few propositions later that, â€Å"If there were a law of causality, it might be put in the following way: There are laws of nature. But of course that cannot be said: it makes itself manifest† (6. 36). The law of causality, in other words, is not itself a law of logic nor a law of nature (or an empirical generalization), nor a synthetic a priori proposition, but rather â€Å"something purely logical† (6. 3211), a vacuous principle that tells us, not something about the world, but only something about the form our thinking about the world must take. But what is formal, according to the Tractatus, can only be shown, not said. On this view, then, the law of causality, and by extension any substantial or metaphysical doctrine of determinism, cannot be affirmed or denied, but must be placed in the category of ineffability or nonsense. Similarly, the denial of determinism—viz. , indeterminism—is bound to result in nonsense. At one stroke, then, Wittgenstein seems to have dissolved the free will problem. Contemporary discussions of free will often take a similar turn. For example, concepts such as ‘free will’ and ‘moral responsibility’ are routinely rejected as internally incoherent or contradictory, or as incompatible with determinism or indeterminism (or both), and like the early Wittgenstein this result is achieved simply through a kind of armchair or a priori reflection on the conditions of possibility of free will and responsibility. A glaring instance of this is Galen Strawson’s ‘pessimist’ conclusion that free will, of the sort that is necessary for genuine moral responsibility, is impossible, for in order to have that kind of free will (according to Strawson) one would per impossible have to be the ultimate cause or origin of oneself, a sort of causa sui. But what is neglected in this procedure is attention to particulars, to the variety of ways in which concepts such as free will and responsibility function in different discourses and social practices. This, of course, is the message of the ‘later Wittgenstein’, the Wittgenstein of the Philosophical Investigations8, which effects a fundamental change of perspective: from the realm of an idealized logical language with rigorous definitions and analyses to the vagaries of everyday life and action out of which arise the multifarious ‘language games’. The earlier reduction of language to representation is now seen as incapable of doing justice to the rich fabric of human language, and so xvi Introduction Wittgenstein famously moves from a conception of meaning as representation to a view of meaning as use: language as a kind of doing rather than a kind of picturing. We are therefore exhorted to â€Å"look and see† (PI 66) whether there is anything in common in the variety of uses to which a word is put. We cannot simply assume that words like ‘freedom’ and ‘responsibility’ must have a hidden essence, or a universally applicable meaning that can be formulated in terms of necessary and sufficient conditions. Rather, we need to look to the complicated network of overlapping and criss-crossing similarities—what Wittgenstein calls ‘family resemblances’—between various words as these find expression in ordinary life and in various language games. Each language game, however, has its own unique ‘grammar’ (or network of rules which determine what linguistic or conceptual moves are allowed as making sense) and its own criteria of truth, rationality and intelligibility which may or may not be shared by other language games. What counts as freedom of the will may therefore differ widely depending on which language game is being played: freedom, for some religious believers, requires the extinction of one’s will, while for purposes of legislation freedom may be conceived of as requiring a significant degree of self-determination. Underlying this view is the rejection of the mathematical ideal of the Tractatus, typified by statements that are put forward as impersonal, unambiguous and impervious to context, and whose truth is intended to be timeless and without qualification. Language, for the later Wittgenstein, is a much more dynamic, diversified and activity-oriented phenomenon. And to be faithful to the richness and complexity of this phenomenon demands an appreciation of the bewildering and sometimes conflicting ways in which words and concepts—‘free will’ and ‘responsibility’ included—are used. It may be instructive to briefly compare (the later) Wittgenstein’s treatment of religious belief with his remarks on free will and voluntary action. Consider, for example, how Wittgenstein, in his â€Å"Remarks on Frazer’s Golden Bough†, responds to the phenomenon of religious diversity, to the fact that different religions seem to say different and incompatible things about (e. g. ) the nature of divine or ultimate reality and the nature and destiny of the human race: Was Augustine in error, then, when he called upon God on every page of the Confessions? But—one might say—if he was not in error, surely the Buddhist holy man was—or anyone else—whose religion gives expression to completely different views. But none of them was in error, except when he set forth a theory. 9 Nick Trakakis and Daniel Cohen xvii Against philosophers and anthropologists like James George Frazer, who construe religious doctrines as hypotheses or theories that can be confirmed or disconfirmed in light of empirical evidence, Wittgenstein views each religion as embodying a unique form of life that finds expression in language games whose ‘rules’ (relating to truth, rationality, intelligibility, and so on) may diverge quite dramatically from those of science. On this view, the various religions of the world are not in the business of constructing hypotheses and searching for evidence, and so they are not in competition with one another, at least in the way that scientific theories may vie for the mantle of verisimilitude. The problem of religious diversity is therefore dissolved. No language game, religious or otherwise, has a monopoly on truth and on the meaning of ‘truth’. Wittgenstein is thus opposed to both the religious exclusivist, who maintains that there is one religion which is privileged with respect to truth and soteriological effectiveness, and the scientistic philosopher who argues that the methods and techniques of science (perhaps construed broadly enough to include philosophy and logic) are our only reliable guide to truth. Instead, Wittgenstein places all language games on an equal footing, allowing a thousand flowers to bloom. Thus, as David Pears has perceptively pointed out, Wittgenstein’s later work has †¦an extraordinary levelling effect. It does not assimilate one kind of discourse to another: on the contrary, it is always the differences between them that are emphasized, and particularly the difference between factual discourse and the other kinds. But it does bring all the great philosophical questions which arise within them back to the same level, ordinary human life, from which philosophy started. Philosophy is the voyage out, and the voyage back, both of which are necessary if the logical space of our ordinary linguistic practices is to be understood. 10 One of these ‘great philosophical questions’ is, of course, the question of free will and moral responsibility. On this matter, as with questions to do with religious faith, Wittgenstein refused the dominance of science on modern thinking: rather than constructing systematic theories that dictate from ‘on high’—inevitably from a position that holds up science as the model for all other discourses—how the phenomena in question are to be understood, we are brought back time and again to particular facts and examples rooted in everyday language and practices. Taking such an approach to free will can produce startling results. For one thing, the belief in free will begins to look more like a religious commitment than a theoretical or scientific belief. Wittgenstein’s Kierkegaardian (or, more pejoratively, fideistic) account of religious belief is well known: xviii Introduction It strikes me that a religious belief could only be something like a passionate commitment to a system of reference. Hence, although it’s belief, it’s really a way of living, or a way of assessing life. It’s passionately seizing hold of this interpretation. 11 But his somewhat similar account of free will has received less attention, despite the ever-expanding publishing industry on free will: In the sense in which asking a question and insisting on an answer is expressive of a different attitude, a different mode of life, from not asking it, the same can be said of utterances like â€Å"It is God’s will† or â€Å"We are not masters of our fate†. The work done by this sentence, or at any rate something like it, could also be done by a command! Including one which you give yourself. 12 Life is like a path along a mountain ridge; to left and right are slippery slopes down which you slide without being able to stop yourself, in one direction or the other. I keep seeing people slip like this and I say â€Å"How could a man help himself in such a situation! † And that is what â€Å"denying free will† comes to. That is the attitude expressed in this ‘belief’. But it is not a scientific belief and has nothing to do with scientific convictions. 13 Thus, belief in free will, much like religious belief, does not purport to express an empirical fact, but is rather expressive of an attitude, a mode of life, an imperative to live in a certain way. In the two lectures he delivered at Cambridge on freedom of the will, Wittgenstein went on to characterize belief in free will as ‘groundless’, as not supported by evidence or arguments14, again indicating parallels with religious faith. To better appreciate this view of free will, one might introduce certain ideas from the Philosophical Investigations and, especially, On Certainty. 15 In the former work, Wittgenstein speaks of our beliefs as founded upon a ‘bedrock’ certainty: â€Å"If I have exhausted the justifications [for following a rule] I have reached bedrock, and my spade is turned. Then I am inclined to say: ‘This is simply what I do’† (PI 217). Similarly, in OC 341 Wittgenstein states, â€Å"the questions that we raise and our doubts depend on the fact that some propositions are exempt from doubt, are as it were like hinges on which those turn† (cf. OC 88). Although Wittgenstein refers here to propositions as acting as hinges, it is commonly thought that in the more mature phase of his epistemological work Wittgenstein thought of practices rather than propositions as primary. This, then, is no traditional foundationalism, where an inferential relationship is thought to obtain between the set of beliefs that comprise the foundations and the other beliefs we hold, with the former justifying the latter. Instead, for Wittgenstein what lies at the bottom or at the foundations of our language Nick Trakakis and Daniel Cohen xix games are not specific beliefs or propositions, but ‘ungrounded ways of acting’ (OC 110, 204), ‘communal practices’ (OC 128, 298), and ‘forms of life’ (OC 7, 358). It is in this spirit that Wittgenstein quotes from Goethe’s Faust: â€Å"In the beginning was the deed† (OC 402). Nonetheless, our practices and forms of life can be said to show or manifest the beliefs (or quasi-beliefs) and assumptions upon which we base our lives, including such beliefs as ‘I have two hands’ and ‘The world has existed for more than 10 minutes’. However, in opposition to G. E. Moore, Wittgenstein describes these as ‘certainties’ rather than ‘knowledge-claims’, for they are not grounded in evidence or open to verification, but express an attitude and a way of acting, and so are not true or false, reasonable or unreasonable, but simply â€Å"there—like our life† (OC 559, cf. 162, 205). It would be arguably in keeping with this epistemological account, in conjunction with the later Wittgenstein’s remarks on free will, to say that belief in free will (and moral responsibility) may also function, at least in some contexts, as one of the bedrock certainties, as one of the things that ‘stand fast for us’ in our actions and practices (cf. OC 116), or as the framework within which our ethical practices operate and are made intelligible. There are close parallels here with existentialist philosophy, where to exist as a human being and to be free (almost) come to the same thing. Jean-Paul Sartre, for example, famously stated that we are ‘condemned’ to freedom, not free not to be free. In a similar vein, the Russian religious existentialist Nikolai Berdiaev, dubbed ‘the philosopher of freedom’, eschewed traditional accounts of freedom, which treat free will as an object that could somehow be perceived, investigated and proved or disproved from the outside, and adopted instead the Kantian position that freedom is a postulate of action: it is something we must presuppose to even think of a world in which human life and human agency are possible. Wittgenstein would have been sympathetic to this outlook, for like the existentialists he is primarily concerned with concrete social and linguistic practices and seeks to provide a philosophical understanding of human existence that is not restricted to the explanatory framework of science (or even that of much traditional philosophy). For Wittgenstein, therefore, belief in free will, just as much as belief in God, is not threatened by scientific discoveries: â€Å"we couldn’t say now ‘If they discover so and so, then I’ll say I am free’. †16 In line with this view, Wittgenstein spends some time in his lectures on freedom of the will in attempting to show that even if a deterministic account of the world were demanded by our best scientific theories, belief in free will need not be affected at all. 17 But he is not thereby putting forward a case for compatibilism: â€Å"All these arguments xx Introduction might look as if I wanted to argue for the freedom of the will or against it. But I don’t want to. †18 Wittgenstein does not follow the traditional course of attempting to resolve the free will problem by proving one position or refuting another. His aim, as with other traditional philosophical problems, is to expose the problem as some kind of deep muddle or confusion arising largely from misunderstandings of the workings of language. One recurrent criticism of this view is that it appears to render the language games of science, religion, and ethics entirely self-contained and cut off from each other, if not also immune from criticism from ‘without’. This, indeed, is a common misconception of the Wittgensteinian account of religion, and in response Wittgensteinians such as D. Z. Phillips have emphasized the many important connections between religious and nonreligious forms of life which (it is held) must be recognized if religious belief is not to degenerate into superstition. Similarly, Wittgenstein points out that scientific discoveries may have a bearing on ascriptions of free will: â€Å"A discovery might influence what you say on the freedom of the will. If only by directing your attention in a particular way. †19 But despite these connections between the scientific and non-scientific domains, Wittgenstein insists that the distinctiveness of each language game must not be overlooked. In particular, the languages of ethics and religion must not be assimilated to the kind of fact-stating discourse and fact-finding activities that characterize the empirical sciences.

Individual Assignment Business Organizations Essay Example for Free

Individual Assignment Business Organizations Essay Reflective practice is a way of studying your own experiences to improve the way you work. It is linked with the concept of learning from experience, in that you think about what you did and what happened, and decide what you would do differently next time. Reflective practice will make you improve the quality of service you deliver. It will ensure that the service providers are always getting the best possible service that they require because by using reflective practice you are always looking for things to improve on and see if you could do anything differently the next time round. Standards such as essential standards tell us how we should be working. We can use them to think about the way in which we work and measure ourselves against them. As everyone has different values and beliefs, it is important that we treat everyone the same no matter what their beliefs are. We should provide the same support for everybody, If we do not work this way then we will fail to perform the standards of the codes of practice set out by the regulating bodies. Outcome 2 2.1Everybody reacts differently to feedback whether it be positive or negative. I value any kind of feedback given to me, positive or negative because it is a good way of trying to better yourself. Some people may take negative feedback personally and think that they are being criticised. 2.2 It is important to seek feedback from people as you will know if you are working in the correct way. If you get negative feedback you will then know what you need to improve on for the better and positive feedback you know you can carry on the good work that you are doing. 2.3 It is important to listen to the feedback you get and use it whether it is positive or negative so that you can improve the way that you work and your quality of work.

Factors in Biochemical Toxicology

Factors in Biochemical Toxicology Tambudzai Phiri Ndashe Maha Farid In the lecture we discussed several responses of the lung to acute injuries. List these responses and discuss one of these responses providing an example of a toxin or a chemical that induces such response in the lung. (5 points) The lung is particularly vulnerable to toxicity because it gets exposed to foreign compounds both in the external environment and internally through the bloodstream. Acute responses of the lung to injury occur in order to protect the lung from further damage. These responses include the following: Irritation following exposure to volatile gases such as ammonia and chlorine may cause bronchitis and changes in permeability. Exposure to gases or irritants may also lead to damage of the epithelial lining of the entire respiratory tract. Irritation of nerve endings in the respiratory epithelium may occur following exposure to gases or irritants to protect from further exposure. Xenobiotic metabolizing enzymes such as Glutathione S-transferase in the lung tissue also play a role in the pathogenesis of pulmonary toxic response. Oxidative burden following exposure to gases such as ozone, nitrogen dioxide or tobacco smoke. Airway reactivity and bronchoconstriction may occur on exposure to nitric oxides, cholinergic drugs, histamine and tobacco smoke. Pulmonary edema may occur as result of high concentrations of acrolein, hydrogen chloride, nitrogen dioxide, ammonia or phosgene. Pulmonary edema Pulmonary edema is the accumulation of fluid in the lung, which collects in the alveoli; it leads to impaired gas exchange and may cause respiratory failure (Medical News Today, 2014). Exposure to ammonia, a volatile and water soluble gas, has been associated with pulmonary edema. The ammonia gets absorbed into the aqueous secretions of the upper airways of the respiratory system, it reacts with the water in aqueous secretions to from ammonium hydroxide, an alkaline and corrosive solution. Though ammonia may not cause permanent damage it leads to impaired permeability and the accumulation of fluid which obstructs the upper airway and collects in the air sacs. This may lead to low blood oxygen content and altered mental status (Center for Disease Control and Prevention, 2014). The dissolving of the ammonia into aqueous solutions on mucous membranes may also result in corrosive injury to the mucus membranes. High concentrations of acrolein, a common component of smoke, can also cause p ulmonary edema following smoke inhalation. Paraquat, is a widely used herbicide that specifically exerts its toxic effect on the lung tissue. Discuss the mechanism of toxicity of paraquat explaining the specificity of lung toxicity induced by this compound. (5 points) Paraquat has been implicated in number of both accidental and intentional cases of poisoning. It causes dose-dependent toxic effects following oral ingestion; and, absorption of a toxic dose usually results in abdominal pain, vomiting and diarrhea. In addition to the lung, other target organs include mainly the kidneys, but may also cause cardiac and liver toxicity if one if exposed to large doses. Mechanism of paraquat toxicity on the lung Paraquat is selectively taken up into type I and II alveolar epithelial cells by active transport, as a result it reaches a higher concentration than in most other tissue. It causes severe lung injury and fibrosis. The mechanism of toxicity involves the initial reaction of paraquat with an electron donor such as NADPH; paraquat accepts the electron to form a stable radical cation (Figure 1); if this occurs under aerobic conditions, this electron is transferred too oxygen giving rise to superoxide; this process gets repeated over and over in the lungs due to the ready supply of oxygen, resulting in the formation of a redox cycle. The formation of the redox cycle is believed to be responsible for the toxicity by causing the following effects: the formation of large amounts of superoxide may overwhelm the neutralizing effects of superoxide dismutase, allowing the superoxide to accumulate, causing a variety of toxic effects such as the peroxidation of lipids leading to the formation of l ipid radicals that may cause membrane damage (Figure 2); and, the depletion of NADPH due to the formation of active oxygen species may compromise the alveolar cells, reducing their ability to carry out their functions. Figure 1: paraquat reduction-oxidation. Figure 2: the proposed mechanism of paraquat toxicity. Figure 1: adapted from http://www.inchem.org/documents/jmpr/jmpmono/v086pr05.gif Figure 2: adapted from http://totalpict.com/imagesb/1818/1818064104502cc34b8ffb7.gif References Timbrell, J.A. (2009). Principles of Biochemical Toxicology, 4th Edition. CRC Press. Pages 204- 205; and, 337-339. Medical News Today (2014, September 15). What is pulmonary edema? What causes pulmonary edema?  Retrieved from: http://www.medicalnewstoday.com/articles/167533.php The Center for Disease Control and Prevention (2014). Medical Management Guidelines for Ammonia. Retrieved from: http://www.atsdr.cdc.gov/MMG/MMG.asp?id=7tid=2 Maha Farid Discuss the patterns of neurotoxicity and provide one example of a toxin producing each pattern. Examples from the assigned textbooks are recommended. (6 points) The nervous system is a highly complex network of specialized cells and damage to this system may have permanent and serious effects because there is very low capacity to regenerate and little reserve functional capacity. The following are the patterns of neurotoxicity: Neuronopathy: this is the result of the destruction of the peripheral nervous system, or simply put, death of the entire neuron. The drug contaminant 1-mehtyl-4-phenyl-1,2,3,6-tetrahydropyridine (MPTP) causes specific damage to the substantia nigra area of the brain (Timbrell, 2009). It is highly lipophilic and readily enters the brain where it is readily metabolized to a toxic metabolite that is taken up by dopamine neurons. Methyl mercury also causes Neuronopathy. Axonopathy: this is the degeneration of the axon. Carbon disulfide exposure is a good example of a neurotoxin. Exposure to this solvent usually occurs in industry and causes neuronal damage in the central and peripheral nervous systems. The mechanism is believed to involve the chelation of metal ions essential for enzyme activity by the oxothiazolidine and dithiocarbamate metabolites of carbon disulfide, which result from reaction with glycine and glutathione (GSH) (Timbrell, 2009). Myelinopathy: this is a general term used to describe damage to or disorder of the myelin of peripheral nerve fibers, the myelin sheath or the white matter of the brain, in contrast to that affecting the axons (Axonopathy). A number of substances cause Myelinopathy in both the Schwann cells and the Oligodendrocytes. Lead is a good example of a neurotoxin that causes Myelinopathy, especially in children. Transmission toxicity: this is the disruption of neurotransmission. Organophosphorus pesticides such as malathion, which is used in the treatment of head lice in humans, and parathion, are good examples of neurotoxins that cause transmission toxicity. Exposure is usually accidental, suicidal or associated with homicide; and occurs via the gastrointestinal tract, the skin and the lungs. They are acetylcholinesterase inhibitors and acute toxicity manifests via the overstimulation of the muscarinic and nicotinic acetylcholine receptors. Nicotinic signs and symptoms result from the accumulation of acetylcholine at motor nerve endings in skeletal muscles and automated ganglia. This results in fatigue, involuntary twitching and even muscle weakness which may affect muscles of respiration. Death may occur from respiratory distress partly due to neuromuscular paralysis, central depression and even bronchoconstriction (Timbrell, 2009). Discuss the vulnerability of the nervous system to toxicity. (4 points) There are multiple characteristics of the nervous system that make it vulnerable to toxicity; in fact the nervous system is highly susceptible to changes in its environment. The characteristics of the nervous system that make it vulnerable to toxicity include the following: Neurons can have very long axons, making them more vulnerable to toxicity. The nervous system is also highly dependent on glucose, which is the sole source of energy to the central nervous system. This high dependence on glucose is demonstrated through fatal irreparable damage to the nervous system, even in brief obstruction of blood flow to the central nervous system. Energy shortage to the nervous system can lead to glutamate leakage which can cause severe brain injury. The long axons and large cell volume in the nervous system require high metabolic activity due to the electrical transmission of action potential and chemical transmission in the nervous system. Proper axonal transport is very essential for normal brain function. There are multiple fast and slow, anterograde and retrograde transport systems that exist in the nervous system, which complicate the process and add to the sensitivity of this area. Reference Timbrell, J.A. (2009). Principles of Biochemical Toxicology, 4th Edition. CRC Press. Pages 206; and, 339-346.

Critiquing a Clique Site :: Essays Papers

Critiquing a Clique Site Looking back, I realize that as a high school student, I was a member of a clique. I was in the â€Å"band geek† clique, but still, it was a clique. We had our own members, we snubbed some of those that didn’t belong in our group (well, the ones who had their own cliques and that snubbed us first), and we all got along well enough. This is what high school is about: groups. A high school student has to be in a group of some kind, or else something is wrong with that person in the eyes of other students. This is the way of the clique. That is why I have chosen to do my research paper on cliques, and I have chosen to do this paper for those people who know everything about the internet, and nothing about cliques. I found the site, http://www.mgh.org/wcc/teensite/adults/articles/cliques.html. This site deals with healthy choices for kids in grades six to eight, and was published by the Marquette General Hospital in 1998. This site is a good resource for parents a nd teens alike so they know how to deal with the pressure of cliques. The hardships of being in a clique can take their toll on a young teenager, first being part of the in group, then having a falling out and being enemies with those who were friends just days before. This is just one part of the dark side of cliques; the other, more worse part is being a scapegoat for a clique. This is usually a former member of the clique that was outcast, or it is an outsider that has been picked to be the target of humiliation by the clique. There is also the torment of being a former member no longer liked by the group. This ridicule is different for boys and girls: girls will most likely be ridiculed verbally, or will be given the silent treatment; boys will become the target of physical abuse. This site is to help parents learn how to deal with such treatment. The site says first for parents to be proactive. This will help them learn about their child’s social status, and will help them learn about their child’s friends. One of the best ways to find this information is to be active in the child’s class, volunteering for field trips, and helping out will give the parent some idea about what is going on in the class.

What Dogs Need :: Papers

What Dogs Need People and animals need the same things to be happy and healthy. Just like you, your dog needs food, water, shelter, grooming, health care, and love. Puppy eating.Below shows things, which help dogs to stay happy and healthy! Water For Your Dog ------------------ Your dog needs at least 2 dishes filled with fresh water everyday. One should be in the house and the other should be outside. ---------------------------------------------------------------------- The water should always be kept clean, cool and fresh. If the water gets dirty or warm during the day, your dog would be very happy to get a cool refill. A dog in his doghouse.Did you know that your dog's water would freeze in the winter when it is very cold? It will also get too warm in hot, summer weather. If the water is too warm, it cannot cool your dog's body. Here are some special tips to help keep your dog safe and happy in hot and cold weather. --------------------------------------------------------------------- Shelter For Your Dog -------------------- People and animals need shelter from the harsh elements of weather. Wild animals go to their den or cave to escape the hot sun and cold rain. A shelter provides safety from other animals that might cause them harm. A shelter is a safe area to call home. A dog without a fenced yard or enclosed patio is a dog that is not safe. Dogs that are allowed to run loose will eventually become lost, stolen or hit by a car. This is not a safe situation for your dog and it is against the law. ---------------------------------------------------------------------- In many families, dogs do live outside. That's okay as long as they have shelter outside from the bad weather. A special doghouse is good; access to a garage is fine, as long as there are no dangers for the dog to find. A bed inside of the doghouse or garage would be as welcome as flowers in springtime. ----------------------------------------------------------------------

Objectivism And Batailleist Powerful Communication :: essays research papers

1. Fellini and textual theory "Sexuality is a legal fiction," says Lacan; however, according to Hanfkopf[1] , it is not so much sexuality that is a legal fiction, but rather the rubicon, and subsequent collapse, of sexuality. Foucault uses the term 'Batailleist `powerful communication'' to denote not narrative, but postnarrative. Thus, the subject is interpolated into a textual theory that includes reality as a whole. The primary theme of the works of Fellini is the role of the poet as reader. Neoconstructive desituationism holds that expression comes from communication, given that Lacan's essay on objectivism is valid. But if Batailleist `powerful communication' holds, we have to choose between structuralist rationalism and postmodern textual theory. If one examines objectivism, one is faced with a choice: either accept Batailleist `powerful communication' or conclude that art is part of the dialectic of reality. Debord uses the term 'textual theory' to denote the meaninglessness, and hence the rubicon, of prematerial class. However, Baudrillard promotes the use of objectivism to read sexual identity. Derrida uses the term 'modernist theory' to denote the common ground between truth and class. Thus, Sontag suggests the use of Batailleist `powerful communication' to deconstruct sexism. The subject is contextualised into a objectivism that includes art as a reality. But Baudrillard promotes the use of the postcultural paradigm of narrative to attack and read sexual identity. The subject is interpolated into a objectivism that includes language as a paradox. In a sense, Batailleist `powerful communication' suggests that culture may be used to entrench outdated, elitist perceptions of class, but only if truth is interchangeable with consciousness. The subject is contextualised into a textual theory that includes reality as a totality. Therefore, many discourses concerning objectivism may be revealed. 2. Batailleist `powerful communication' and capitalist socialism "Society is intrinsically used in the service of capitalism," says Marx; however, according to de Selby[2] , it is not so much society that is intrinsically used in the service of capitalism, but rather the stasis, and some would say the economy, of society. Lyotard's analysis of capitalist socialism states that the collective is part of the futility of sexuality. It could be said that the example of objectivism prevalent in Fellini's 8 1/2 is also evident in Amarcord, although in a more self-sufficient sense. The subject is interpolated into a Batailleist `powerful communication' that includes truth as a paradox. In a sense, Sartre uses the term 'objectivism' to denote the collapse of neocultural culture.

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