Primary Education in Turkey, Morocco, Egypt, Greece, and the United States :: Essays Papers

Primary Education in Turkey, Morocco, Egypt, Greece, and the United States Throughout this program I have been confronted with many images and facts about primary education that I will not soon forget. The sounds of young Turkish children reciting "I am a Turk, I am strong"; the image of six year olds in Morocco learning to memorize the Qur'an before they can read or write; the idea of community schools in Egypt where students and parents learn together to benefit and bring prosperity to the community as a whole; and, finally, the idea that art is so important to Greek culture that it is one of the five major goals of primary education. These are all interesting things, they are all things I never would have expected to learn through this program, and they have made this topic and project more meaningful for me. I chose the topic of primary education not only because I am studying to be a teacher, but also because there are a lot of controversies and new ideas that are coming into American education currently, particularly the acts and ideas of No Child Lef t Behind, and I was curious to research how other countries were dealing with the same issues that we see in the educational system of the United States. I started my learning plan with the goals of seeing how primary education was structured in each of the countries we were visiting (Turkey, Morocco, Egypt, and Greece) both theoretically as well as how effective the actual practice of education was, to see what the situation regarding the primary education of girls was in each of the countries and what differences existed in the education of the two genders, to find out the unique solutions each country had found for their own educational system that addressed their country's own specific challenges, to see the role that nationalism and religion played in the primary education of students in each of the countries, and finally to come to the grand finale of the purpose of primary education in each of the countries, to use that information to help me better understand primary educati on, and to compare these findings to the purpose of primary education in the United States. In my project today I plan to lay out seven aspects of primary education, explain how each of these aspects is carried out in the four countries we visited, and then to speak about how each aspect influences the cultures of Turkey, Morocco, Egypt, and Greece.

Hawthorne Studies (Organisational Behaviour)

HAWTHORNE STUDIES The most important contribution to the human relations movement within organizational behavior came out of the Hawthorne studies undertaken at western electric company’s Hawthorne works in Chicago in between 1924 and 1932. Main researches were Elton Mayo, Dickson, Whitehead, and Rothlisberger. The researchers originally set out to study the relationship between productivity and physical working conditions. They conducted various researches in four phases with each phase attempting to answer the question raised at the previous phase.The four phases were; 1. Experiments to determine the effects of changes in illumination on productivity; Illumination experiments (1924-27) 2. Experiments to determine the effects of changes in hours and other working conditions on productivity; Relay assembly test room experiments (1927-28). 3. Conducting plant wide interviews to determine worker attitudes and sentiments, Mass interviewing program (1928-30). 4. Determination and analysis of social organization at work; Bank wiring observation room experiments (1931-32). Illumination experiments:-The experiments began in 1924 and extended over several years. The purpose was to examine the relation of quality and quantity of illumination to efficiency of industrial workers. Control and experimental groups were established. The experimental group was presented with varying illumination intensities, while the control group worked under a constant intensity. The researches were surprised to see that productivity increased to roughly the same rate in both the test and control groups. It was only in final experiment, where they decreased illumination levels to 0. 0f foot candle (roughly moonlight intensity) that an appreciable decline in output occurred. The engineers concluded that illumination intensity was not directly related to group productivity, but they could not explain the behavior they had witnessed. Relay assembly test room experiments:- Relay assembly test room experiments were designed to determine the effect of changes in various job conditions on group productivity as the illumination experiments could not establish relationship between intensity of illumination and production.For this purpose, the researchers set up a relay assembly test room and two girls were selected. These girls were asked to choose four more girls as company-workers. Following ere the changes and the resultant outcomes; 1. The incentive system was changed so that each girl’s extra pay was based on the other five rather than output of larger group. The productivity increased as compared to before. 2. Two five-minute rests –one in morning session and other in the evening session – were introduced which were increased to ten minutes.The productivity increased. 3. The rest period was reduced to five minutes but frequency was increased. The productivity decreased slightly and the girls complained that frequent rest intervals affected the rhythm of the work. 4. The number of rest pauses was reduced to two of ten minutes each, but in the morning, coffee or soup was served along with sandwich and in the evening, snack was provided. The productivity increased. 5. Changes in working hours and workday were introduced. Productivity again increased.As each change was introduced, absenteeism decreased, morale increased and less supervision was required. Mass interviewing program During the course of experiments, about 20,000 interviews were conducted between 1928 and 1930 to determine employee’s attitude towards company, supervision, insurance plans, promotion and wages. Initially these interviews were conducted by means of direct questioning but later it was changed to non-directive interviewing where interviewer was asked to listen to instead of talking, arguing or advising.During the course of interviews, it was discovered that worker’s behavior was being influenced by group behavior. Bank wiring observatio n room experiments The concluding study at Hawthorne was significant because it confirmed that the importance of one aspect of the informal organization on worker productivity. Specifically, the researchers studied workers in the bank wiring room and found the behavioral norms set by the work group had a powerful influence over the productivity of a group. The higher the norms, the greater the productivity.The lower the norms, the lower the productivity. The power of the peer group and the importance of the group influence on individual behavior and productivity were confined in the bank wiring study. Findings ?Workplaces are social environments and people are motivated by much more than economic self-interest. ?The girls were allowed to have a friendly relationship with their supervisor and they felt happier at work. ?They felt like part of a team when changes were discussed in advance with them. Flowing from the findings of these investigations he came to certain conclusions as fo llows: Work is a group activity. oThe social world of the adult is primarily patterned about work activity. oThe need for recognition, security and sense of belonging is more important in determining workers' morale and productivity than the physical conditions under which he works. oA complaint is not necessarily an objective recital of facts; it is commonly a symptom manifesting disturbance of an individual's status position. oThe worker is a person whose attitudes and effectiveness are conditioned by social demands from both inside and outside the work plant. Informal groups within the work plant exercise strong social controls over the work habits and attitudes of the individual worker. oThe change from an established society in the home to an adaptive society in the work plant resulting from the use of new techniques tends continually to disrupt the social organization of a work plant and industry generally. oGroup collaboration does not occur by accident; it must be planned an d developed. If group collaboration is achieved the human relations within a work plant may reach a cohesion which resists the disrupting effects of adaptive society.

How does advertisement influence peoples behaviour

Abstract In the modern world, advertisement is everywhere. In every abundance walk of life, there are huge competitions. As a result, advertisement has become more important. If you can be more noticeable, it means you would have chances to market. Therefore, advertising has great impact on different people. Advertising, is mainly used in market, refer to marketing message, which is presented by an identified sponsor in extinctive media such as the television, newspapers, radio, magazines and Internet. The term may be used to refer to message presentation in the marketplace. The term may also be extended to show a product in a television program or†¦show more content†¦Moreover, the communications among family members may also impact young people’s interactions. Another significant evidence suggests that advertisement in television effect children a lot. Media influences most children’s requests for advertised products. Another important way young people can be affecte d is peers. At school, children spend long time studying or playing together. They can learn from each other what clothing styles are popular right now or how to wear can get more attention from others. In addition, peers influence a lot in children’s interaction for products. For example, they learn from their friends which stores are cheaper, which brands of selected products are much better. It is logical that if child A and child B are good friends, they always paly together, and if child A likes a brand of products, then child B will be influenced by child A, and start loving this brand of products. Also, there is an increasing evidence show that the more children affect each other, the more products will be purchased by children. Thus, children are the huge consumer group in the world. The effect of advertisements on women in society. In the history, there is a standard of â€Å"beauty† during every period of time. But never like today, all kinds of media, especially television media, trying to teach us what is beauty should look like. In order to satisfy the needs males, advertisements are trying toShow MoreRelatedInvolvement And Motivation : An Important Tool For Defining The Behavior Of The Consumers Essay1097 Words   |  5 Pagesdefining the behaviour of the consumers. It plays a vital role in across all kinds of marketing strategies. In this essay, the term Involvement, Motivation and its relationship between those two factors and further consumer behaviour theories such as self, attitudes and ethics will be analysed. It will begin with the definition of Involvement and link with Motivation will be examined. Then, types of Involvement will be discussed. In addition, Involvement and various consumer behaviour theories willRead MoreResearch Report – Young Peoples’ Attitude, Behaviour and Motivation for Blood Donation3244 Words   |  13 PagesResearch Report – Young peoples’ attitude, behaviour and motivation for blood donation. Table of Contents 1. Introduction 4 2. Literature review 5 3. Research objective 6 4. Methodology 8 5. Results 8 6. Discussion 12 7. Conclusions and Implications 13 8. Limitations and Recommendations 13 Abstract With one in three Australian’s needing blood in their lifetime, but only one in thirty donating, the need for the Australian Red Cross Blood Service to maximise donor recruitmentRead MoreAmerican Rock N Roll Essay1578 Words   |  7 Pages American Rock ’n’ Roll was a huge influence on the idea of Pop as it affected young people and gave them their own distinct interests. Pop figures at the time such as Elvis Presley and the Beatles gripped the youth of the mid-20th century and defined a discernible difference between the young and the old. Post-war depression was replaced by a youthful optimistic spirit, which allowed for expression of self among the youth of American society. The optimistic spirit offered by pop culture icons allowedRead MoreManagement History And How The Theories Fit Today Essay1497 Words   |  6 PagesManagement history and how the theories fit in modern society? Choose 3 classical ones. Administrative management by Henry Fayol, scientific management by Frederick Taylor and bureaucratic management by Max Weber were all developed long time ago in the management development history. However, they still have significant influences over the management today and managers today could still apply these ideas to their workplace. This essay is to discuss what these theories are and how they are applied toRead MoreHow Do Television Advertisements Affect People s Food Choices And Its Significance1415 Words   |  6 PagesHow do Television advertisements affect people’s food choices and its significance in relation to childhood obesity? Introduction: Childhood obesity is undoubtedly one of the most controversial issues in modern society, and is regarded as one of the most serious health problems. Research has shown overweight and obese children generally grow up to be overweight and/or obese as adults, who are highly likely to be predisposed to health factors such as diabetes, cardiovascular disease and other sortsRead MoreThe Role Of Gender And Advertising On Women1178 Words   |  5 Pages Today, this image has changed into a different societal problem for women. New advertisements are revealing women in ways different from ever before: the Robert Cavalli fashion advertisement located in Style Magazine exposes the inaccurate insights that are placed on women of a very sexualized and obedient female gender role in American culture. The color arrangement design and graphic emphasis of the advertisement supplement the structure of the excessively sexual female purpose in society. WhenRead MoreAnorexia and the Media Essay1168 Words   |  5 Pagesrather than self belief. It’s like a ‘tag-a-long’ in a group. The only reason for this is that people seem to behave and act the same way influencing others to do so. This does make sense because the person may feel left out. In other words they feel insecure. I will be discussing if the media does or does not have a large impact on society. Anorexia is believed to be mainly caused by the media and the celebrities who are involved throughout the media. Young teens who haveRead MoreTri-Component Attitude Model1148 Words   |  5 Pagesambivalence is possible. Behaviour (Connative): – Consumer’s intent to do something in relation to an attitude object. Cognition (Beliefs): – Thoughts a consumer has about an attitude object. Attitude Functions The ABC Attitude Model Initiator Component Component Manifestation Affective Attitude Emotions – Attitude held due to object’s utility. EgoEgo-Defence: Stimuli: †¢Products †¢Situations †¢Retail outlets †¢Sales personnel †¢Advertisements †¢Other attitude objects Read MoreConsumer Buying Behaviour : Msc Business Management2167 Words   |  9 Pages Adem Kader Consumer Buying Behaviour MSC Business Management Dr Dababrata Chowdhury University Campus Suffolk Summer 2015 ABSTRACT Almost all marketers must understand consumer behaviour because it allows marketers to understand and predict buying behaviour of consumers. Consumer buying behaviour (CBB) is crucial for marketers, at the same time it is a difficult subject to understand. CBB is not only about what consumers buy or what they are interested. CBB is all about why consumersRead MoreNon Profit Organization Marketing : An Organization Essay1867 Words   |  8 Pagesintention because marketing need lots of money to implement and would directly influence the donations to actual beneficiaries (Chong, Lam Siu, 2004). â€Æ' Celebrity Endorsement Celebrity endorsement is a well-known marketing strategies adopted by both private and non-profit organizations in brand recognition and recall (White, 2012; Chan, Luk Ng, 2013; Awasthi and Choraria, 2015). It is defined as any individual whose behaviour are noticed by publics in the society while enjoys public recognition and

Profile of Former Russian Premier Vladimir Putin - 2621 Words

Profile of Former Russian Premier Vladimir Putin In 1917, the original Russian revolution began, and that ended in the Czarist regime that had ruled the country for centuries. The people believed that the cruelty that they had experienced was of such great magnitude that any system of government would be preferable. Then the Bolsheviks and Vladimir Lenin took over the reins of government. The people realized that they had just turned in one form of oppression for another. Through the years, the controls became worse under Stalin and the other leaders that would follow him until Mikhail Gorbachev began disbanding the communist government. Gorbachev gave way to the first publicly elected president, Boris Yeltsin, since the inception of modern Russia. Yeltsin proved too erratic and gaffe prone (Osborn, 2010), so the country elected another leader: Vladimir Putin. Candidate Background Vladimir Putin was all but unknown to the people of Russia and the rest of the world when he was placed in office by Boris Yeltsin in 1999 (Osborn, 2010). The reason for the sudden rise to power is that Yeltsin had become increasingly ill over the years prior to this happening and he needed someone who held some loyalty to him in the presidency. He chose Putting because Yeltsin had raised him from being a spy for the KGB in East Germany during the 1980s to some amount of prominence in government circles in the 1990s. Putin is known as a hard man who does not give any quarter to enemiesShow MoreRelatedThe Beginning Of The Cold War1718 Words   |  7 PagesThe year 1945 is the year that became known as the beginning of the Cold War. This war was and continues to be an ideological standoff between the ideas of Russian Communism and American Democracy and Capitalism. According to Webster’s dictionary, â€Å"Communism is a political theory derived from Karl Marx, advocating class war and leading to a society in which all property is publicly owned and each person works and is paid according to their abilities and needs†. Webster’s dictionary also describesRead MoreCase Study148348 Words   |  594 PagesEvolution and Revolution in the Hi-Fi Sector Amazon.com ï £ ©2007 - Early 2009 The Formula 1 Constructors Web Reservations International: Challenging Industry Norms Manchester United FC: Continuing Success but at What Cost? Hermes Fund Management, Total and Premier Oil: The Responsibility and Accountability of Business From Small Town Pharmacy to a Multinational Corporation: Pierre Fabre, Culture as a Competitive Advantage Cordia LLP: Service Reform in the Public Sector 170 175 180 183 193 196 201 207 213 223

Male Aged Four Years ( 48 Months ) - 1224 Words

Introduction The subject of this case study is a male aged four years (48 months). The setting is a voluntary aided faith nursery which follows a religious syllabus. It has children from a specific Islamic background. Within the nursery each child is assigned a key worker, who works with the child on a one to one basis and performs in partnership with parents or/carers to assist their child’s learning and development. There are about 17 children to 6 adults. Child A (as he will be known) has no special educational needs, is an only child and English is his original dialect. Physical There was a specific observation of mention when Child A was in the indoor environment drawing/writing on the whiteboard. Child A represented an image of a†¦show more content†¦Consequently child A, through the scaffolding cycle, would be able to utilise his fine motor skills to do his zip up himself. Hence, child A’s skills are developing through the process of scaffolding, as he will retain this information. Intellectual There was a specific observation of mention when Child A was in the computer corner playing a water themed counting game. When estimating the number of objects on the screen, he used his fingers to count the sea animals, â€Å"1, 2,3,4,5, 6 animals† and looked at me for confirmation asking, â€Å"is it 6?†. This shows that Child A is developing within the usual ranges of development, â€Å"Estimates how many objects they can see and checks by counting them†, (Development Matters in the EYFS, 2012, p.34). Piaget believes children learn best by doing and that they must be additionally active in their own understanding. He also believes that knowledge must be assembled and reassembled by the child. Subsequently Child A, within the stages of schema, would experience a new notion of dealing with numbers. The existing schema does not work as child A has no prior knowledge on counting sea animals. Thus disequilibrium arises until Child A is able to assimilate and accommodate the contemporary knowledge and attain equilibrium. Hence, Child A uses his fingers to count aloud and signify each finger with a specific number. For future recommendation, I would have Child A complete sums where he can count the objects in two

Impact of Social Media on Customer Satisfaction

Question: Discuss about a Case Study for the Impact of Social Media on Customer Satisfaction? Answer: Introduction Social media is one of the major aspects of communication between people, and it is growing interest among the common people frequently. Social media also has a major impact on customer satisfaction because of decreased operational costs and increased usage of individual options for innovation and development. In this research, the researcher has taken a business issue that is reflecting most customers under the event of online media. Due to this issue, a major problem is constantly increasing (Bondarouk and Olivas-Lujan 2013). Growing interests of social media have attracted most customers, but it had also made people not to look at other areas of their business. Hence, the main purpose of the research is to find an issue to observe which the areas social media is affecting customer satisfaction are. The researcher will also look at the major issues that how social media is hampering business decisions of most customers. Hence, the topic clearly suggests that there has been a gap cr eated by the individuals due to the rise of social media (Wikstrm and Ellonen 2012). Background of the study This part will focus on the orientation of the topic by the advent of researcher's choice. This will highlight the perspective of establishing factors that reduce use of social media among the customers. Growing demand has been a major interest of customers to attract on social platforms like Facebook, Twitter, Google +, Pinterest. Thus, individuals find social media as their prime source of communication with their friends, families, and other relatives (Wahab and Abdullah 2013). Since social media is one of the best networks that people find but it also has a setback that frequent use of this media may hamper the individual. It is also seen that social media proves to be one of the powerful tools for building the reputation of the business but also can damage the reputation of business if it is unprepared for the storm of social media presences (Vitak 2012). Rationale of the research The researcher has intended a rationale of the topic by assuming key events of the impact of social media on customer satisfaction. This may be functional at times but also can be inconsistent in making a good presence among major individuals (Usai 2013). What is the issue? The researcher has intended a major issue in the topic that poor customer service has made increasing cost of financial benefits. This has decreased the quality of service quality. In order, it has also decreased customer interests that may be associated with other areas of business in the financial economy (Soriano 2013). Why is it an issue? It is observed particularly that social media is a ferry magnet that will attract customers. Lack of customer service is an area where individuals feel uncomfortable. Technology has also added a prime area for customer satisfaction (Ramzan 2013). Thus, the issue happens because of increasing service profitability that decreases the growth of business territories among most customers. Research questions The researcher has taken various questions to make the research effective, which are as follows: What is the impact of social media on customer satisfaction? How would you evaluate that social media losses interest of most customers? What are the necessary recommendations to reduce the frequent use of social media among the customers? Significance of the research Social media is a prime factor that is associated with decision-making process among most customers. This is involved because customers find interest in using various social media applications like Facebook, Twitter, Pinterest and others. Thus, the main area researcher needs to focus is on the growing intervention that is affecting customers in using social media frequently (Oliveira and Gimeno 2014). This will assume that competitors, which fail to monitor the social media channels, fall badly on the decision-making process. Literature review In this research, the researcher will discuss core aspects of the literary content to evaluate models and theories of the topic. Social media has been growing continuously in the contemporary world. Thus, this will also link to customer satisfaction by developing a literary content in this study (Nowak 2012). Communication theory of social media Small businesses have always benefited the social media marketing plan. In this theory, various social media efforts are made to understand levels of suspicion and believability among the customers. It would also boost the company's reputation through social media maze (Mandiberg 2012). Depending on the rules and regulations, the consumers would make good efficiency in marketing. Thus, the ideas demonstrated in this theory are as follows: Owned Content When a website is launched, there must be news release or descriptions of the product under the owned content. Potential customers view that the owned content must be suspicious if they have a direct control on self-serving of customers. Moreover, this owned content should back up any claims related to testimonials and other suspicions (Kassa and Kassa 2013). If these links allow social networking usage, then there should be a large number of people engaged with suspicion towards owned content. Paid Content This includes any outlet that prioritizes company's regulations. Here, the public relations services have an area to distribute their news. However, the advertisements equally are paid a good content. Moreover, the buying public relations recognize the content that comes directly from the customers (Islam and Gul 2012). Therefore, it should be used with a well-paid content that offers consumers to evaluate themselves in a successful manner. Earned Content Consumers believe that they must own content that is directly linked to the company. If any news made through the company regulates a successful change, then there may include reviewers, bloggers, and marketers to favor company's product. In addition, the earned content should be evolved with the help of online writers to get positives from the company (Horowitz 2013). Two-Way Communication It is seen that at all levels of social media marketing, there is always a two-way communication. If the responses get better, the social media will offer the opportunity to talk with the customers in directing the messages through a one-way mode. However, the approach seems to be better if social media marketing approaches are directed to give a feedback among the customers (Henderson 2013). Kano model of customer satisfaction The Kano model was introduced to develop a preference of customers in an effective manner by introducing delighters, exciters, and satisfies. This would develop various utilities that describe major functions that are as follows: Must be a Quality based In this section, the attributes are taken as granted to fulfill the best results for dissatisfaction. Customers are dissatisfied here because they do not think that improving good customer satisfaction levels would improve their efficiency (Dorenda-Zaborowicz 2012). One-dimensional Quality These attributes result in a satisfaction level that fulfills their correlations on a wide territory. In this segment, the attributes are found to be under an assumption where companies compete on the referring product (Cromity 2012). Attractive Quality In this segment, the attributes are formed with providing a good satisfaction level but sometimes they feel dissatisfaction in them. Here, the attributes are normally justified that could be intended for price hike or the product purchased from the market. Indifferent Quality This section will refer to the inspection of products that are neither good nor bad. They also form a result of customer satisfaction levels that might not form dissatisfaction levels (Bryfonski 2012). In this section, there must be a way, which develops design and manufacturing level of customers to find a distinction between them. Reverse Quality In this category, the attributes are formed with a high degree that achieves a good result in the dissatisfaction levels of customer. Here, the majority of customers give preference to the high-tech product while it is seen that others dissatisfy on extra product features. Figure 1: Kano model (Source: Cromity 2012) Thus, the attributes form a drift that gains with the exciting performance of the individuals through customer expectations and a level of competing for the performance of product side. Moreover, Kano model would also focus on differentiating product features that categorize customer needs and mapping preference to their responses (Bondarouk and Olivas-Lujan 2013). This would also make an insight into the product features that perceives needs of them. Hence, the distinction would support product specifications and developments of customer satisfaction levels. Research methodology The researcher has made a fair treaty by assuming various research methodologies to distinguish an integral part of the research. This will explain the concepts and ideas by drawing an outline of the research through strategies, approaches, and designs (Al 2013). In order, the researcher has taken variables to analyze data collection methods and a timetable to analyze the foundation of the research. Research philosophy The researcher has implemented various strategies and techniques that will outline the research in fulfilling goals and objectives. However, to get a better result from the topic, the researcher has taken research philosophies to make an empirical understanding through proper assistance and guidance. It is observed that an authentic observation will provide an empirical view of understanding the topic evidently (6 and Bellamy 2012). Thus, there are four types of research philosophies. It includes Positivism, Post-positivism, Realism, and Interpretivism. The researcher has chosen Positivism research philosophy to make a relation with justifications and considerations. Due to low budget and limited time, the researcher has chosen Positivism philosophy for better understanding. It is seen that one of the main areas of Positivism philosophy is the ability to minimize the possible errors that are made with effective gathering of information. Now, the researcher has intended a possible var iation by gaining factual knowledge from the topic. It would also evaluate in an effective manner to get possible variations by demonstrating activities and presentation of the concerned topic (Zanutto 2013). Research approach Research approach comprises of deductive and inductive phenomena. In this research, the researcher has taken deductive research approach to providing an outline by taking active participation and accumulating data through specific data and variables. This also illustrates by using theories and models in a relative manner (Supino and Borer 2012). On the other hand, inductive research approach is concerned with generating theories and models from the evaluated data. Thus, this will specify better understanding of the topic. Now, to provide a justification for the topic, the researcher has taken the deductive approach that would assist to complete the research at that given time. This will also help to make a general perspective of the research by scientific evaluation and drawing critical theories. Research design Research design provides an opportunity for the researcher to evaluate the topic in an elaborate manner. Research design includes four types (Salaberry and Comajoan 2013). They are Explanatory, Exploratory, Correlation and Descriptive research design. In this research, the researcher has chosen descriptive research design that will analyze the topic by giving an authentic explanation through various perspectives and angles. Regardless to the topic, explanatory research design involves active participation by answering questions rather solve the problem in a successful way whereas exploratory research design would usually focus on the orientation of the research that is not identified in an appropriate manner. Thus, descriptive research design will allow the researcher to gather data by using secondary and primary variables of the research study (Novikov and Novikov 2013). Research strategy Research strategy gives an outline by intending how the researcher will carry out the research the entire process. Research strategy would be conducted from various interviews, case studies, surveys and analysis, case studies and others. Hence, this strategy would make it efficient by making it suitable for analysis and demonstration. In this study, proper evaluation of data would be an important part that would assess information periodically. Now, the main perspective of the research would be a suitable one to justify its position and to suggest an understanding by choosing surveys and interviews (Mayer and Steneck 2012). The researcher would choose surveys and interview in this strategy to gather valuable information. This would also focus on major groups qualitatively by assessing opinions, beliefs, and thinking perspective. This would also make reliability in gaining preferable ideas from the topic. It is seen that the case studies will provide a clear understanding that is explored on a frequent basis. Survey procedure would also allow the researcher to gather valuable information on the research topic by making a viewpoint of the major respondents taken. This will be analyzed in a statistical format. To provide a justification for the research, the researcher has taken interviews to improve the quality of the research (Jagodzinski and Wallin 2013). The researcher has also conducted questionnaire forms that would form an application criterion by assessing valuable information from the topic. Moreover, the researcher did not choose focused groups because they would not provide information that is quality based. It is seen that the perceptions do not make a good relevance because of lack of appropriateness and reliability in the research (Goodson, Loveless and Stephens 2012). Data collection method Data collection method mainly comprises of two types. It includes primary and the secondary data collection method. The primary data collection method will be involved in assessing the involvement of major respondents. This includes Quantitative and Qualitative data collect method. On the other hand, Secondary data collection method would be assessed by collecting specific data from books, websites, journals, newspaper, magazines and other sources. The researcher has taken primary data collection method to make it eventful. Since, primary data collection method includes Quantitative and Qualitative research methods. Therefore, the researcher would conduct the study by using probability sampling technique for quantitative and non-probability sampling technique for qualitative research method (Chandra and Sharma 2013). Quantitative data analysis would help to gain a better understanding of the topic by drawing various questions in a statistical format. It would be assessed by making ta bles, graphs, pie charts among major customers by giving them a variety of options to choose between them. On the other hand, qualitative data analysis would be made through proper evaluation from the topic. It is also done with the help of managers by asking them relevant questions on the topic. Sampling method The researcher has made a foundation to define the target population with the help of objectives and goals. Sampling methods are mainly classified into two types, Probability and Non-probability sampling method. Probability sampling method includes random sampling that is done in a systematic manner whereas, in non-probability sampling method, it includes convenience sampling that is done in a more fragile way (Biddle and Emmett 2013). The researcher has taken probability sampling method, which has a good advantage in minimizing the errors that would be calculated in this research. Sample size Sample size may be defined as the number of respondents that would help to execute the research study in an appropriate manner. In this research, the researcher has taken 60 customers by assessing social media quantitatively and 3 managers that would be performed by surveys and interviews qualitatively (Alvesson and Sandberg 2013). Data analysis Data analysis is a way of inspecting information and transforming the data through suitable recommendations. Data analysis would support multiple approaches and facts that would encompass a variety of techniques under a suitable domain. It is observed that Data mining is a suitable technique to focus on the knowledge and ideas of the topic. The analyzed data is obtained by citing information that would be useful to the major users (Al 2013). It would also make an interpretation by approving data through answering questions and making a suitable hypothesis on planning and distribution. However, the assessed data can be used as a specific variable regarding population and other categories that may include age, income, sex, race, gender, etc. Now, to observe the analytical areas of the research, the data interpretation would base on regression values, characteristics of a random distribution and finding anomalies on the expectation of an individual or making common relationships. Reliability and Validity of the research Reliability of research methodology is defined as the degree, which produces consistent results and assessments. Reliability in this research would be administered by using a group of individuals that would perform parallel forms of critical thinking and decision-making procedure. On the other hand, Validity would encompass experimental results that would establish a scientific research method (Mayer and Steneck 2012). This would randomize the sample groups, and an experimental research design would be created to make successful results and findings. Time horizon Name of the Activities Week 1-4 Week 4-8 Week 8-12 Week 12-16 Week 16-20 Week 20-24 Week 24-28 Week 28-32 Selection of the Title Secondary Data Variables Literature review Primary data collection technique Data interpretation and analysis Research methodology Developing a suitable conclusion Formatting the draft Final submission Table 1: Gantt chart Limitations of the research The researcher has formed definite characteristics on the design and implementation of research through proper evaluations. This will highlight by making suggestions under the research problem. If the proper analysis is not used to good effect, then the research process cannot be developed. More importantly, if the descriptions of limitations are not stated clearly, then errors will be placed. The problem developed in this research would be significant to represent the distribution of population through research gaps in a convenient manner. Moreover, the pre-existing data would be conducted through qualitative research study by making various questionnaires, interviews, and focused groups (Supino and Borer 2012). It is also concluded that by selective memory and attributes, the access to the study will have access to people, organizations, and other documents. Ethical considerations The researcher here would contribute proper attention to sustain during the course work. In this research, there would be proper data and information to gather personal information. Moreover, there would be no information to gather application for commercial purpose. In order, the major respondents should have good work participation. To set up a personal identity, the major respondents will rely on application and criteria. Thus, the researcher must comply with rules and regulations made for implementing Data Protection Act in an effective manner (Zanutto 2013). However, there would be no involvement of any external force while participating in the research study. Reference List 6, P. and Bellamy, C. (2012). Principles of methodology. London: SAGE. Al, S. (2013). Interpretive research design: concepts and processes. International Journal of Social Research Methodology, 16(4), pp.351-352. Alvesson, M. and Sandberg, J. (2013). Constructing Research Questions. London: SAGE Publications. Biddle, J. and Emmett, R. (2013). A research annual. Bingley, U.K.: Emerald. Bondarouk, T. and Olivas-Lujan, M. (2013). Social media in human resources management. Bingley, U.K.: Emerald. Bryfonski, D. (2012). The global impact of social media. Detroit, MI: Greenhaven Press. Chandra, S. and Sharma, M. (2013). Research methodology. Oxford: Alpha Science International Ltd. Cromity, J. (2012). The Impact of Social Media in Review. New Review of Information Networking, 17(1), pp.22-33. Dorenda-Zaborowicz, M. (2012). Marketing w social media. NM, 0(3), p.59. Goodson, I., Loveless, A. and Stephens, D. (2012). Explorations in narrative research. Rotterdam: SensePublishers. Henderson, J. (2013). Searching for Ethics in Social Media. Journal of Mass Media Ethics, 28(3), pp.217-219. Horowitz, M. (2013). Book review: Media and social justice. Global Media and Communication, 9(1), pp.76-79. Islam, S. and Gul, S. (2012). Liberating the Voices: Social Media and Media Professionals, Studying Use and Impact of Social Media on Media Professionals. Journal of Knowledge Communication Management, 2(2), p.101. Jagodzinski, J. and Wallin, J. (2013). Arts-based research. Rotterdam: SensePublishers. Kassa, T. and Kassa, S. (2013). Customer service Quality and its effect on customer satisfaction. Saarbrucken: LAP LAMBERT Academic Publishing. Mandiberg, M. (2012). The social media reader. New York: New York University Press. Mayer, T. and Steneck, N. (2012). Promoting research integrity in a global environment. Hackensack, N.J.: World Scientific. Novikov, A. and Novikov, D. (2013). Research methodology. Leiden, Netherlands: CRC Press/Balkema. Nowak, J. (2012). Social media jako sieci obiegu przekazw medialnych. NM, 0(3), p.13. Oliveira, A. and Gimeno, A. (2014). Customer service supply chain management. Upper Saddle River, N.J.: Pearson Education. Ramzan, N. (2013). Social media retrieval. London: Springer. Salaberry, M. and Comajoan, L. (2013). Research Design and Methodology in Studies on L2 Tense and Aspect. Boston: De Gruyter. Soriano, C. (2013). Book review: Geert Lovink, Networks without a cause: A critique of social media. Mobile Media Communication, 1(3), pp.373-374. Supino, P. and Borer, J. (2012). Principles of research methodology. New York, NY: Springer. Usai, A. (2013). The customer satisfaction in tourist systems. Saarbrucken: LAP, Lambert Academic Publishing. Vitak, J. (2012). The Impact of Context Collapse and Privacy on Social Network Site Disclosures. Journal of Broadcasting Electronic Media, 56(4), pp.451-470. Wahab, S. and Abdullah, S. (2013). User Satisfaction, Customer Relationship Management and Loyalty. Saarbrucken: LAP LAMBERT Academic Publishing. Wikstrm, P. and Ellonen, H. (2012). The Impact of Social Media Features on Print Media Firms Online Business Models. Journal of Media Business Studies, 9(3), pp.63-80. Zanutto, A. (2013). Handbook of constructionist research. International Journal of Social Research Methodology, 16(1), pp.87-89.

Moving to Hybrid Cars Research Paper Example

Moving to Hybrid Cars Paper 1.0 Introduction Australia has the largest per capita level of green house gas emissions in the developed world, mainly due to a heavy reliance on coal to generate electricity. Every person contributes 27.2 tonnes of carbon dioxide each year, which is 27 percent higher than that of an average American citizen. (Peatling, 2004) This, included with the constantly rising fuel prices creates an ever increasing demand for more energy efficient and lower pollution level cars. Hybrid cars are a well known solution to the issue however consumer confidence in these cars is extremely low. A hybrid car is a car that can run off two or more sources of fuel, such as petrol, electricity or gas. Hybrid cars have been around for a very long time with the first one being built over one hundred years ago by Porsche. (A Hybrid Car, 2006) The following report is a marketing plan for the introduction of the Nissan Nuvu into the Australian market. The report will give a detailed situation analysis on the current Australia n car industry with specific targeting of the environmentally friendly cars market segment, stating our marketing objectives for the introduction of the Nissan Nuvu and develop a detailed marketing strategy for this product. The Nissan Nuvu is shown in the picture below. We will write a custom essay sample on Moving to Hybrid Cars specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Moving to Hybrid Cars specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Moving to Hybrid Cars specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Picture: (Hybrid and Electric Cars Shine in Paris, 2008) 3.0 Product Evaluation In order to maximise the marketing of the Nissan Nuvu, the product must be evaluated and analysed on a number of levels. Looking at the elements of a product, its brand name, strengths and weaknesses, aspects of competition products and a number of other factors enables us to price, place and promote the product accordingly in order to achieve optimum success. 3.1 Elements of the Product The Nissan Nuvu can be broken down into three levels; the core, actual and augmented products it offers. 3.1.1 Core The core product is the benefit that consumers obtain when purchasing the product. In this case the core product would be a low-running costs and environmentally-friendly means of transport for city driving. 3.1.2 Actual The actual product is the attributes of the product that combine to convey the core product. The Nissan Nuvu is a short, compact, three seater city car powered by an electric motor. Solar panels are situated on the roof which provides power to the motor and the car is built using an extensive amount of natural, organic and recycled materials. (Lavrinc 2008) 3.1.3 Augmented The augmented product is the package of the actual product and the additional features and services that come with it. For the Nissan Nuvu it is the actual product listed above along with services that would be decided by the actual distributers of the product at the point of sale. Such services are only prospective but would include things like car warranty, car maintenance and servicing for the first 1000kms, home delivery and opportunity of choosing additional features on the car. 3.2 Product Classification The Nissan Nuvu is classified as a consumer good as it is used for personal use and consumption. Under this heading the Nissan Nuvu is categorised as a Specialty product as it is an exclusive product that consumers would make a special effort to obtain, it is very unique at the current time and distribution will almost certainly be exclusive. However in the near future (five to ten years) it is anticipated that there will be a big move to this particular style of car (electric-powered) due to rising oil prices and environmental concerns. In this case the scope of the competition will grow and the Nissan Nuvu will hopefully become a Shopping product that is widely-distributed and also very common and popular. 3.2.1 Product Lifecycle The Nissan Nuvu is still in the product development stage of the product lifecycle as no actual sales have been made and it is still only a concept as commercial production has not yet commenced. 3.2.2 Branding Nissan has an established and well reputed brand name. Many customers value and trust the brand and would be willing to consider the Nissan Nuvu as a new product. The Nissan brand has a number of attributes such as durable and reliable. Nissan claims on its website that it is renowned for excellent engineering and searing handling and dynamics technology (Heritage n.d.). Customers relate benefits to the Nissan brand such as trusting the vehicle to reach the destination without any concerns or problems, not having to buy a new car for an extensive time, having a comfortable and safe way of transport. Values attached to the Nissan brand include durability, comfortableness and reliability. Nissans brand personality would be that it is straight, trustworthy and responsible but also innovative and adaptable. Nissan has reasonable brand equity through almost full awareness in Australia, high perceived quality and an extent of brand loyalty. The label or name of the product Nissan Nuvu, meaning new view gives the product an innovative appeal and implies that it is addressing the needs of tomorrow and providing a credible solution to this. 3.2.3 Comparing to Competition At the current time the only real competitors in the market for a low-running cost city car are hybrid models Toyota Prius and Honda Civic Hybrid which run on both a petrol motor and an electric motor (Hybrid Cars 2008). Australia is yet to release a commercially available all-electric car (Start your (electric) engines n.d.). Obviously all other cars and means of transport around a city can be considered as competition but it is rational to look closer at products that aim at a similar market segment and offer similar benefits and attributes. The most prominent competitor is the Toyota Prius which has been commercially available in Australia since 2001 (Sustainability Report 2007). In this time over 5000 units have been sold, 1974 of them in 2006 and 195 in January 2007, a 96% increase on sales in January 2006 (Sustainability Report 2007) showing an increased demand for this particular model. The Toyota Prius is starting to appeal to a growing market but there is certainly room for another product in this market. The Nissan Nuvu has an advantage over such competitors with the extensive use of organic, natural and recyclable materials but also it is even cheaper to run and more environmentally-friendly than the hybrid cars as it has zero emissions. The Nissan Nuvu is currently very unique as it will be the only all-electric car commercially available in Australia. It is anticipated that in the near future the prospect of owning such an eco-friendly car will become more plausible for Australian drivers who at the moment car more for performance and looks in a car and not so much in how economical and environmentally-friendly it is. It is also anticipated that as this becomes the case the number of competitor products will also increase and the product will need to be regularly reviewed and improved to keep an edge on such competitors. 3.3 Strengths and Weaknesses 3.3.1 Strengths * Only all-electric car commercially available in Australia unique * Zero emissions therefore extremely environmentally-friendly * Compact, agile, easy to drive and very easy to park * Roomy interior 3m long, 1.7m tall and 1.55m wide (Lavrinc 2008) * Extremely low running costs * Strong brand name and reputation 3.3.2 Weaknesses * Small market segment opposes Australian culture (generally Australians value performance and/or looks in a car * Customer uncertainty will be first all-electric car 4.0 Consumer Evaluation 4.1 Introduction The hybrid and environmentally friendly car industry is targeting the entire population that purchase cars. However, consumer attitudes in the past towards such cars have been poor, regardless of how high fuel prices go it appears that the uncertainty levels towards these cars will remain high. Hybrid cars as a general rule across western countries account for a very small share of the car market as a result of this lack of confidence. In America, hybrid cars account for only 3 percent of the total car market, although this is increasing with a twenty five percent increase in sales in the last four months. (Zimmerman, 2008) This is somewhat strange because in a recent study hybrid cars have been shown to save the consumer anywhere between $500 to $4500 dollars over a five year period compared to a car running on gasoline, savings are much higher over normal petrol models. (Consumer reports, 2008) This group of consumers can be broken into several, more defined market segments base up on demographic, geographic, psychographic and behavioural characteristics. Each market segment may be marketed to in a slightly different way to maximize efficiency. 4.2 Market Segmentation Market segmentation is the process of dividing a market such as the Australian car market up into segments or groups based on a number of variables. These variables are: 1. Demographic Variables This is to divide a market up into groups based on age, sex, family size, family life cycle, income, occupation, education, religion and nationality. 2. Geographic Variables This is to divide a market up into groups based on region, city size, density and climate. 3. Psychographic Variables This is to divide a market up into groups based on socioeconomic status, values, attitudes, lifestyle groups and personality. 4. Behavioural Variables This is to divide a market up into groups based on frequency of purchase, usage rate, loyalty to product or brand, attitude towards product and what their user status is. All of the above ways can be used to segment a market however, not all possibilities are seen as effective ways to manage market segmentation. There are four key characteristics that market segments must have to be successful. The first is measurability and this refers to the extent of which the size of the market segment and the purchasing power of its consumers can be effectively measured. (Market segmentation, n.d.) The second characteristic is accessibility and this measures the extent to which the segment can be targeted effectively with advertising and the product distributed effectively. The third characteristic is substantiality and this simply measures if the segment is large enough to be profitable. The final characteristic is actionability and this measure the extent to which programs can be constructed and carried out to attract and serve the segment as a whole. (Kotler et al, 2006. 217 229) 4.2.1 Segmentation of Australian car market The Australian car industry can be segmented in many ways. On a broad scale you have segments such as large family cars, four wheel drives, small cars and hybrid cars. Within the large segment of hybrid cars comes another group of market segments. These segments can be determined depending on which characteristics are use to classify them. The four types of characteristics are above. 4.2.2 Demographic segmentation Demographic segmentation divides a market up into segments based on age, sex, family size, family life cycle, income, occupation, education, religion and nationality. Demographic segmentation is generally the most common form of segmentation. In general, * Younger people have less disposable income and are fewer worries about safety features and energy efficiency. * Large families require bigger cars so they can transport everyone in the same vehicle and store more luggage. * People with higher disposable income will look at luxury features in cars such and be fewer worries about efficiency. * Occupation can have a direct impact on the sort of car people drive. For example a consultant who drives a large amount of kilometres would want a bigger car which is better on the open road and more comfortable to drive large distances. * Education, religion and nationality are characteristics which are, in general not related to the car industry. 4.2.3 Geographic segmentation Cars can be segmented according to geographic segmentation; this includes variables such as region, city size, density and climate. The main type of geographic segmentation is the difference between country and city living styles. People living in the country generally have larger cars such as sedans and four wheel drives. This is because they are driving larger distances than people living closer to the cbd. In the current economic and environmental climate the general population who live in and around major cities are targeted with smaller, more fuel efficient cars. A great example of the swing to smaller, more fuel efficient cars is evident in the current US market with all major car companies sales decreasing with companies like General Motors, Toyota, Chrysler and Honda. On the other hand the Volkswagen mini increased in sales by 24 percent, which clearly proves a move in consumer demand. (Kiley, 2008) 4.2.4 Psychographic segmentation Cars are in general not segmented using psychographic variables which include socioeconomic status, values, attitudes, lifestyle groups and personality. However variables such as personality may influence a buyers decision process when buying a car. For example a female with a feminine and out there personality may choose a convertible as there car because it suits there personality. 4.2.5 Behavioural Segmentation The Australian car industry is not an industry in which behavioural variables would be considered a primary source of segmentation. Behavioural variables include frequency of purchase, usage rate, loyalty to product or brand, attitude towards product and what their user status is. However loyalty to a specific company can once again play a significant role in the buyers decision process in terms of which company he ultimately goes with. 4.2.6 Consumer segment profiles for hybrid/ electric car market Within the hybrid and electric car market exists a few different market segments. The first market segment is very broad and includes most females between the ages of twenty five and sixty. This market segment contains a large proportion of the total market because females in this age group are the ones who would buy these cars. Young to middle age males are not included at all as a market segment because, in general these people are not at all interested in buying these cars and marketing to them is a waste of resources. However in the future if more attractive cars are made then the male segments of the traditional cars market may be attracted towards more energy efficient cars. 4.3 Analysis of customer behaviour 4.3.1 Types of buying decision behaviour Consumer decision making can vary with the type of buyer decision. More complex decisions are more than likely going to involve more buying participants and more buyer consideration. There are four types of buyer behaviour, they are: * Complex buyer behaviour The buyer is highly involved in the purchasing process and there are significant differences between competing brands. Consumers can be highly involved when the product is expensive, complex or a risky purchase. * Dissonance reducing buyer behaviour Occurs when consumers are highly involved in the purchase because it is risky or expensive and there is very little difference between competing brands. * Habitual buyer behaviour When there is low consumer involvement and there is very little difference between competing brands. * Variety seeking buyer behaviour When there is low consumer involvement but there is a large amount of difference between brands. The hybrid and electric car market would be classified under complex buyer behaviour. This is because there is a high amount of buyer involvement in the decision process because the product is both expensive and can be considered risky. The hybrid and electric cars market because it is relatively new; there are a lot of different products on the market because each company is trying to get a feel for what consumers want. (Kotler et al, 2006. 168) 4.3.2 The buyer decision process The buyer decision process is an analysis of the stages buyers go through to reach a buyer decision. A diagram of the five stages is shown on the right hand side of the document, sourced from (Hurren, 2008). The need recognition stage, put simply, is the buyer recognising a problem or need. Information search is the buyer making the conscious decision to investigate and find more information on a specific product or market. After the consumer has gathered information and reached a conclusion of several final brand choices, the buyer would compare and contrast each to find the most attractive and suitable product for them. After this the purchase decision is made based on a analysis of the brand alternatives. Following the purchase, comes the evaluation of whether the buyer is satisfied or dissatisfied with their purchase decision. The consumer is satisfied when their expectations meet the performance of the product. (Kotler et al, 2006. 169 171) 4.3.3 Types of Purchase decision There are two factors that can influence the purchase decision when buying a car. The first is the attitudes of significant others towards a particular consumers product choice. For example if your girlfriend disapproves of a certain brand then you would be less likely to purchase that particular brand. The second factor is influencing purchase decisions is unexpected situational influences. For instance if you base a purchase decision on expected income, expected cost and expected useful life of product and then you lose your job, this is more than likely going to influence the purchase decision. 4.3.4 Consumption information Consumption information is hard to come by for the Australian market, due to the fact that there is still no electric car on the market. However hybrid cars which are cars using more than one source of fuel, have shown strong increases in demand since coming onto the market. This is evidenced by the Toyota Prius which is a petrol electric hybrid, this year reaching one million in sales, breaking records as the first hybrid to reach this mark.(Kageyama, 2008) There are a number of social influences that have dramatically affected consumption of these cars. The first is the public perception that they do not perform as well as conventional petrol and diesel competitors. However with the ever rising cost of crude oil, consumers are being forced to revaluate the cost of performance. In a recent study in the US, of the population sample surveyed, only 0.65 percent of people had ever owned or currently owns a hybrid vehicle. (Miller, 2005) In America, hybrid cars account for only 3 percent of the total car market, although this is increasing with a twenty five percent increase in sales in the last four months. (Zimmerman, 2008) 4.3.5 Attitudes towards hybrid and electric cars Attitudes towards hybrid and electric cars in the past have been poor. They have been on the market since 1999, with the Honda Insight. This was closely followed by the Toyota Prius and the Honda Civic. Attitudes have changed in the past few years with Toyota making the prius more powerful and bigger. (Blake, 2006) However for a long time there has been a perception that they are over priced, ugly and are bot up to scratch with the average vehicle available on the market today. Apart from the Toyota Prius Hybrid and electrical cars are still quite new to the Australian market and their reputation needs to be fixed with well structured marketing plans. 4.3.6 Consumer Benefits of hybrid and electrical cars Hybrid cars, although seen as expensive in comparison to other cars are relatively competitive on price because in a recent study hybrid cars have been shown to save the consumer anywhere between $500 to $4500 dollars over a five year period compared to a car running on gasoline, savings are much higher over normal petrol models. (Consumer reports, 2008) The key benefit of owning a hybrid car should still be the benefit to the environment. The car can do basically everything that a regular petrol car can do and has the above benefits. The key issue in todays market is getting people disregard the general public perception and realise the benefits such a car can offer. 4.3.7 Customer Loyalty Customer loyalty plays a big part in the purchasing process for consumers in todays car market. However in the hybrid and electrical car segment, companies dont have large enough established market shares to enable them target loyal customers in their advertising. Current advertising for this segment is minimal and is mainly used to get more market exposure. In America, hybrid cars account for only 3 percent of the total car market; this is a very small share of the market. (Zimmerman, 2008) 4.3.8 Best consumer prospects The best prospects for hybrid and electrical cars until they become more wide spread are environmentally conscious people and females between the ages of 25 60. This is because these are the people you can target with marketing appealing to their feeling of social responsibility, especially in consideration of the environment. \ 5.0 Competitor Analysis 5.1 Direct and Indirect Competition A direct competition is where two or more products with the same functions compete against each other. On the other hand, an indirect competition is where products which are close substitutes for one another compete. For example, butter competing with margarine. (BusinessDictionary.com n.d.) The Nissan Nuvu is no different from any other automobiles and has a large amount of both direct and indirect competitors. Its direct competitors include hybrid and electrical cars that are produced by other companies. On the other hand, there is also a large number of indirect competitors which include cars of the same size and shape such as the Smart Fortwo and other forms of transport such as motorcycles. One example of its direct competitor is the Toyota Prius developed and manufactured by the Toyota Motor Corporation. The Toyota Prius is a hybrid car which is also capable on running with electricity which is the same as the Nissan Nuvu. The Toyota Prius has been out in the market since 1997 and have already launched three models since its first launch (Toyota Motor Sales n.d.). This has allowed the Toyota Prius to have a stable influence on consumers who would want to purchase an environmental friendly and economical car. 5.2 Strength and Weaknesses One of the strengths of the direct competitors is the capacity as they are mainly 3+1 seaters or more while the Nissan Nuvu would be based as a 2+1 seater instead (Autocar September 8, 2008). The influence of its direct competitors on the market is also much greater as other companies have already released popular hybrid cars long ago such as the Toyota Prius. This would make the consumers to feel safer and more confident to purchase a Toyota Prius over a Nissan Nuvu it is the first car of its concept and not many people are that of risk takers. Not only those, the direct competitors also have a larger distribution area within Australia compared to that of Nissan. They are also putting a lot of effort into the promotion of their respective hybrid models to increase sales. This would definitely give them a larger overall advantage. 5.3 Weaknesses of direct competitors Despite the disadvantages that the Nissan Nuvu has on its direct competitors, it also has advantages over them. One main advantage is the design of the Nissan Nuvu which is futuristic especially in terms of design and price as the Nissan Nuvu has a futuristic design with an all-glass roof covered with solar panels placed in the pattern of leaves on a tree. (Autocar, Sep 9 2008). The Nissan Nuvu is also powered by a single battery pack and does not use hydrogen nor petrol while other hybrid cars still require petrol or hydrogen to allow them to function. This means that the Nissan Nuvu would not emit any CO2 thus making it very environmentally friendly (Alina S. February 2, 2008). Not only that, families nowadays are also very small and usually only have one child and so, this would make the smaller families think that they would not need such a big car with a 3+1 seater. Therefore, the Nissan Nuvus 2+1 seater would be just right for them since it already has enough space for everyday shopping built at the back of the car. (Autocar September 8, 2008). 5.4 Likely major competitors in the future The Nissan Nuvu would be having a large number of major competitors in the future which would include all motor corporations as the world is moving towards the environmentally friendly age. Due to the shift to the environmentally friendly age, all motor corporations are also investing to the research of such hybrid cars. Hence, cheaper environmentally friendly cars would definitely threaten the future of the Nissan Nuvu. 7.0 Marketing Objectives The key marketing objective of this report is to gain the maximum amount of market exposure possible in the first twelve months following the release of the Nissan Nuvu onto the Australian market. 8.0 Marketing Strategies 8.1 Target Markets 8.2 Marketing mix 8.2.1 Product Strategies Product strategies are an essential part of the marketing mix in determining how to market your product. Product strategies take into consideration elements such as branding, packaging and labelling. Branding is the first key element of product strategies. A brand is a name, term sign symbol or design used to identify a certain service or group of products and differentiate them from competitors. The Nissan brand name carries traits such as quality, performance and reliability and has a long history of providing for its customers. The Nuvu is a new and attractive sounding brand name and is easy to say and remember. However this does not guarantee product success. A combination of all four elements of the marketing mix is the best way to achieve success in marketing a product. Packaging includes designing and producing the container or wrapper for a product. However in terms of the car market, packaging is not overly applicable. The only area which comes into packaging is generally the colour options of the car. The Nissan Nuvu will be released in a wide range of colours which will be modern and eye catching in design as well as more tradition colours. Labelling of a product serve s a very simple purpose, which is to help identify the Nissan Nuvu from other cars and further promote the vehicle. 8.2.2 Pricing Strategies 8.2.2.1 Market-share Leadership With the anticipation of an increasing demand for low-running cost and environmentally-friendly cars in the near future it would be in best interests to take a market-share leadership approach to pricing in an attempt to dominate the market now while the market is small in the hope of maintaining a large market share in the future. Influencing factors such as costs of research and development cost of production, competitors pricing, the anticipated demand for such a product and market objectives must be considered when deciding a price for the product. As gaining as much market share as possible is a significant objective, keeping prices at a competitive price is essential in order to penetrate the market as effectively as possible. However at the current time an all-electric car will be unique so there is no actual price to compete against apart from the similar hybrid cars such as the Toyota Prius and the Honda Civic Hybrid which are priced at $36,500 and $29,990 respectively (Hybrid Cars 2008). Due to the Nissan Nuvu being a unique product a relatively high price would be acceptable, however with the anticipation of a number of competitors entering the market in the near future the price would need to be lowered in order to be more competitive and maintain a strong market share. 8.2.3 Distribution Strategies The Nissan Nuvu, like any other cars undergo Exclusive Distribution as it is a high-priced and upscale merchandise. Exclusive distribution is a retail selling strategy typically used by manufacturers of high-priced, generally upscale merchandise, such as cars (Answers.com n.d.). By using this type of distribution, the Nissan Motors Corporation can ensure that: Only certain dealers have exclusive territorial rights to sell the product. They can control over the way the Nissan Nuvu would be merchandised. They can provide the extensive installation or repair services that are necessary at first hand. They would be able to use their own sales force to sell directly to the consumers. They can maintain the uniqueness of their product. However, the market for hybrid cars is already very intense due to the large amount of car dealer companies within Australia and the large amount of competition with the different brands. Therefore, the Nissan Nuvu would have to be set away from this competition as one of the first zero CO2 emission cars that would only run on a single battery pack powered by either electricity or solar energy. The Nissan Nuvu should also be in a position where it would be known as an ideal economical and environmentally friendly car. As the Nissan Nuvu would be one of the first Electric-Solar Powered cars that do not require hydrogen or petrol to run to hit the market, it would most likely be more popular with environmentally aware consumers who live within the country. This would definitely give the Nissan Nuvu an edge over its competitors. Not only that, the car would also appeal to others especially Generation Y consumers with its unique features and futuristic design. Generation Y consumers are more concerned about the environment and this car would definitely be popular with them as well. Not only that, the future type of families can also be foreseen as a family with a single child which is exactly right for the Nissan Nuvus 2+1 seater. Due to the novelty of the product, we should not follow the past strategies in the distribution of cars to the dealer networks. Instead, we should develop a centralized inventory where the dealer would take orders from the customers and then have the Nissan Nuvu shipped and delivered to the dealership. This centralized distribution network would no doubt result in higher transportation costs, but it would also increase the efficiency of the distribution. Besides that, as one of our main target segment would be the Generation Y, we should also sell the car online where a vehicle would be shipped to the respective dealer when the order is placed online. This would not only increase efficiency in sales and distribution, it would also increase the convenience of the consumers who would want to purchase the car. Customers should also be allowed to customize the car online as different consumers would have different types of budget and taste on how their car should look. As we are currently in the technology age, this way of distributing and selling the car would be effective. By selling the car online, it would not only be effective in the present time, but it would also be effective in the future towards the newer generations as they would all be more technology and internet savvy. This would not only increase the efficiency of sales, it would also be able to penetrate the markets in the future, not only for the Nissan Nuvu, but also for all the other Nissan car models.