Mediation

Mediation Mediation within a Cultural Perspective Introduction In order to better understand ourselves, we must understand others. These few words shed a different lens when dealing with differences between citizens in a community. The Alternative Discourse Resolution (ADR) movement was born during the 1960-1970 as a substitute process to serve justice outside of the courts. During this era issues of race, class, gender, social inequality, and human rights began a transformative discourse in society. The movement provided a different lens on the realties occurring in American culture. Many communities felt disempowered and unequal within the United States and insisted justice. The legal court system was stumbled with various court cases, each demanding a place to express their voice to reach impartiality. Therefore, ADR served as a tool that empowers and serves fairness without legal ties. It developed as a reflective process and began negotiating differences. The ADR was a cost efficient process that allowed disputants to voice their stories in a safe environment with the purpose of reaching an agreement through a mediator. The mediator then serves as a neutral third person in the process and common ground between the disputants. Compared to other forms of conflict resolution, mediation involves the disputants directly in the conflict and in the process of resolution (Frenkel Stark, 2008). As a result, mediation seeks self-determination, impartiality, and neutrality as the essential foundation in the practice so that inequalities are avoided in the process. In the article Why inequalities? The authors begin discussing stratification between various ethnic groups and the inequalities that constrain a variety of minorities within a historical context. Issues of intelligence and policies rise to the conclusion on how inequalities are not part of nature or by the economic regimen but of due to the historical injustices such as policys put in place that have continued to take part in acts of injustice. (Shapiro 2004). Taking this idea into perspective, diversity will arise in mediation and the importance of fairness and equality are imperative, and mediators, who are not culturally sensitive, may have biases or misunderstanding of the conflict. What are the cultural disparities that can affect the process of mediation? What are the strategies being used to help bridge the gap between cultural differences within a Western mediation process? How does the United States differ in the mediation process to international mediation? The purpose of this paper is to provide a different and fresh awareness on mediation, especially when cultural differences are at the core of the conflict. The researcher first considers that culture is significant in this discussion of mediation and central to understanding the best methods of effective mediation. ADR and mediation will be used interchangeably through out the paper Culture Culture can be defined in many different ways. For this reason, culture will be defined and described as: â€Å"[the composition of different norms, values, and beliefs for socially appropriate ways to â€Å"process† conflict and disputes, including their management or resolution (Avruch and Black 1991). A culture is not defined by one entity but can take many shapes and forms. It goes beyond the ability to identify on the surface of how someone looks, dresses and participates in society; it is the complexity of ideals and values instilled within a persona. â€Å"Our culture shapes how we approach conflict and conflict resolution- including our values, norms and conduct. It even influences how we define conflict itself and what we considered acceptable or desirable goals of problem solving† (Chew, 2004 p. 2). As a result, in mediation, misconceptions can be eluded and the mediator or the disputant shifts the power dynamics. The culture of a person can be the based off of beliefs that they bring when in a situation of dispute. By allowing the disputants to have charge in their decision-making, this will empower them and allow the disputant to participate in self-determination, but at the same time it may be dangerous when inequalities of power exist in the process (Davidheiser, 2006). Consequently, this leads to unfairness and misconceptions of mediation as a neutral sphere of negotiation. Inclusion or Exclusion of Culture in Mediation Many researchers argue for or against including culture in mediation. Kevin Avruch (2003) discusses how culture has been neglected through out mediation until the early 1980s. He also feels it is crucial for any developing mediation program to incorporate a cultural component in the training process. Mediators must understand that culture can be strongly correlated to the style of negotiation. Avruch (2003) then speaks about Type 1 and Type 2 Errors. He further discusses that each error can be crucial to the conflict resolution process by being to culturally sensitive (Type 1) or not culturally sensitive enough (Type 2). Participating in any of these errors can impact ADR because it may neglect or over emphasize an issue that intentionally was not meant or should have been exposed in mediation. Frenkel Stark have emphasized four essential skills needed by mediation to maintain balance such as communication, established climate, diagnosticians and persuasive. These four skills will create an equilibrium that is necessary to begin mediation. Although the mediation environment and mediator are balanced in power, the cultural background of the disputant will proceed as a natural component in the circle to negotiation. â€Å"However it can be socially beneficial by generating awareness of structures of power and producing frameworks within which to debate social norms by individual everyday acts of resistance which illustrate the ways in which relatively powerless people accommodate to power whilst simultaneously protecting their identities† (Mulcahy, 2000, p.147 as cited in Li On, 2008,p. 458). Meanwhile Chew (2004) states every disputant is influenced by their cultural lens and frame their ideas and perceptions around, what is culturally correct. As a result, it can shape the outcome of the ADR process because at the core of the conflict is influenced by the values and morals attached to culture by a person. Russell Korobkin would argue that mediation is a process of negotiating, and those cultural differences do not have anything in common with the negotiation strategies of a person. Therefore, Korobkin believes that it is the separation of the person from the problem that mediation and negotiation truly exists. Furthermore, Avruch would disagree and state culture provides cognitive and emotional frameworks for understanding the actions and motives of the self and others. It has been disputed for years, and the research continues to dwindle in circles. Consequently, culture should not be over or underplayed. Mediators have the responsibility to listen to each individuals voice and be able to identify if cultural difference will be an issue to reach negotiation. The space for each individual to share his or her narrative discourse allots an empowerment process that transits power to the individual. The Power of Culture in Mediation Foucault (1982) states where there is power, there is counter power also occurring. The ideas of power transmitting in mediation are crucial in understanding the facilitative process of a mediator. Therefore, their role is not only to be in charge of the process but to also allow the parties control the outcome. By the mediator controlling the process, transmission of powers can circulate in mediation. As a result, some of the conflicts and counter arguments discussed in mediation are how disadvantaged groups lack control in mediation, due to the power being brought in by the disputant. For example, an underprivileged undocumented person may walk in with less power than a person who is â€Å"American†, wealthy, and entering mediation with a lawyer. Cultural differences of respect, conflict, and language can set barriers in the process of negotiation. The power is not equally distributed across the board. Therefore, the mediator is in charge of providing the space for opportuni ties and to develop a solid communication. Mediators need to be able to diagnose if cultural difference will change the flow of mediation. The article Family Mediations and Cultural Diversity: Mediating with Latino Families discusses how the mediator can identify differences in aggressiveness, eye contact and face-saving. Cultural difference in mediation reminds me of both power and powerless participating in a transformative space during mediation; what Kris D. Gutierrez, Patricia Baquedano-Lopez and Carlos Tejeda call a constructed â€Å"third space.† The third space allows for dialogue to occur to develop knowledge in a dual voice form to construct cultural resources. The space will allow for transformation and discourse to occur. As a consequence, dialogue will begin to open doors for negotiation and develop common ground between the disputants. The process becomes a transformative space for empowerment. Paulo Freire examines the structural inequalities in society and emphasizes on the importance of dialogue between oppressed and oppressor to advance towards a humanizing pedagogy. Once dialogue is exposed dif ferences between both groups are understood. Mediation becomes a humanizing experience to transport dialogue and discuss conflicts between disputants and reach an understanding. Mark DavidHeiser (2006) articulated the importance of mediation and power imbalances that occur by using Gambia, a small country west of Africa, and explains how mediation has allowed for women to be empowered and given a voice to speak. Mediation was labeled a harmonic process where peace and respect for both parties was the central focus. Harmony ceremonies occur when ideologies between men and women are supported through a peaceful ceremony and issues of justice between male and women are shared and through various prayers rights and the need for justice between the couples are discussed. In many cases the women spoke out in front of their husbands about how they felt about their relationships. Mediation became a space that empowers women to leave their society role and be given a â€Å"voice†. The voice that allows their partners to realize the injustice occurring in their communities and at the same time helps renegotiate the power within the environment of mediation. In parallel, the article An Indigenous Imperative supports the argument of power because many indigenous groups like the Australian Aboriginal communities and the Navajo tribe to feel disconnected forms society norms and the structure of med iation. For that sole purpose having knowledge of cultural sensitivity as mediator will help dismantle power imbalances and allow for the voice of the individual to occur. By participating in a â€Å"third space† empowerment that occurs for those whose views, values and beliefs go against the Western views of individuality, a collaborative mediation is developed that values inclusion. Individuality vs. Community Mediation ideologies vary in different cultures. Providing mediation is not a single process embraced by all. Mediation across the world various and is used for various purposes. Discussing the topic of culture, it is important to mention the sense of community many cultures have and how in American culture, which is an individualistic community may clash in ideologies. Authors Glenn E. Singleton and Curtis Linton discuss in their book titled Courageous Conversations about Race, The differences of individualism vs. collectivism in the U.S. although a myriad of examples were provided, the differences between a self-expression vs. respect for authority. Developed connections to the various cultures exposed who respect a group consensus over individual thinking. This key component of culture gives insight on cultures group orientation strategy and the role it plays n mediation various studies have been conducted to camper U.S Mediation strategies to other countries. In one particular s tudy it was compared to Korean- Harmony ceremony. The Author Diane LeReche (1992) discovered that Korean mediators have a crucial and interconnected role in mediation. In many cases they provide advice and are personally connected to the disputant. They become knowledge consults who can provide guidance and reach harmony. In a very similar process, The Navajo tribe are an example of how their culture, language and traditions have influenced their way of managing conflicts. Their views on life have molded their outlook when dealing conflict resolution. Philmer Bluehouse and James W. Zion explain how the Navajo people have a deeper meaning to mediation by using strong community leaders to refocus the members to their state of reaching harmony within themselves. Through the Peacemaker court, the Navajo enforce two main laws (Bluehouse Zion, 1993 ). The laws incorporate life skills such as cooperation, friendship and unselfishness for the betterment of the community. Unlike American med iation where a third member is facilitating the communication, the peacemaker is completely involved in the process and gives advice and possible solutions to help resolve the conflict and maintain the relationship between the individuals when possible. The individuals respect the peacemaker and absorb all advice given because it is a cultural norm and the person assigned, as peacemaker is an elder highly appreciated. The individuals respect the peacemaker and absorb all advice given because it is a cultural norm and the person assigned, as peacemaker is an elder highly appreciated. Then it is the cultural lens is applied to what the needs of the community are and its members. In the Navajo clan, maintaining relationships is important and valued. Therefore, in mediation, the process becomes a medicine and is guided through a ceremonial process intended to diagnose the problem. Mediation is used to resolve conflict resolution and how the process is obtained varies in various cultural communities. Embracing community unity is significant also. In Japan community represents whole no individuality. Everything exerted is for the benefit of the community. Therefore, it is a community responsibility to participate in mediation and avoid the court unless mediation fails. In which then it represents the individuals accepting personal failure. While community unity is important as a way of life, it is also established as a community norm where the court only exists as a process for those community members who failed to participate in mediation. It is a process not embraced as an option or an alternative to legal dispute. Mediation must occur as a community duty to help maintain relations with others (Callister,Wall1997). When member of a disputants participate in community mediation, it enhances the human achievement and needs of belonging in a society without feel ing excluded (Schwerin, 1995). In Eastern Europe, community mediation is viewed as a transfer of power from an authoritative structure to a democratic ideology. Community mediation can be a powerful tool if the correct tools are used to execute the process. Western vs. Community Mediation is vividly viewed across internationally in all mediation. The differences between peacemakers and mediators distinguish the role of respect between members in the community. In Western mediations, a mediator is a facilitative person not representing any party in the process. In contrast, a peacemaker is a most commonly a relative. It builds on the unity of a community, rather then the self most commonly seen in western mediation. The process also establishes the importance of relation in relative to the essence of time. In community mediation, relationships are important for the benefit of maintaining relationships in society. In Western mediation, mediation means money. Therefore, the process is not about the relationships but of tackling the problem. The problem is detached from the person and singled out to discuss the conflict. Although the purpose of mediation is to find a common space, cultural inequalities will continue to stand out as an issu e in mediation. American culture establishes the principles for all interracial group interactions (Singleton Linton, 2006). Hence why culture continues to have â€Å"differences† in mediation. Just because other cultures do not have the same individualistic mentality and way of living does not conclude there are problems in mediation. Consequently they become differences in ADR because they do not constitute the norms, and routines of the individual. Cultural Differences in Mediation Perception Perceptions Understanding perceptions can expand the range of possible solutions. In the book, Getting to YES, The authors explain the importance of detaching the individual from the problem in order to better grasp the conflict. One of the key components in being able to do is by clarifying the perception of the disputants. Understanding perceptions can expand the range of possible solutions. Without identifying the perceptions, assumptions are made. Those assumptions developed, take part on the negotiation process. Every person carries different assumptions. While some may feel to restore connections others are there to voice justice. Trust In this process, trust is important. Without the trust between the mediator and the disputant, reaching negotiation is complicated. In the article Trust and other-Anxiety in Negotiation: Dynamics Across Boundaries of Self and Culture, the authors argue trust is a hidden feature rarely exposed in the negotiation process but is present through tension. High and low layers of trust will expose the communication between the disputants. Communication is the goal of mediation trust can be expanded by allowing the individual to feel comfortable in their environment and begin exposing the trust.† It is dynamic rather than static in quality, if not downright fluid.† (Wu Laws, 2003,p. 329). Face expulsion In Hawaii the majority of its people consist of Asian descent. The â€Å"face† concept discussed in this article as a form of self-respect and can affect the process of mediation. In Hawaii, mediation occurs very procedural. The mediators first lay the rules for mediation, and then the mediators consult with each disputant separately twice. Once voices are heard and mediators understand the situations of both disputants mediation occurs as with both disputants. This process has been successful in Hawaii in dealing with cultural differences. According to the authors, face also exists as culturally acquired social phenomena. Facial expression can originate from nature or form nurture. The Asian community has a variety of perspectives of face and how it is define is very similar within cultures. The author then recognizes Ting-Toomey face work theory and the study he conducted with Asian cultures and American culture. â€Å"Face displays not only an individuals features and uniq ueness but also that persons sense of social identity, by using metaphorical expressions†(Ogawa 1999 p.5) Depending on what culture you are from the concept of face develops and carries a natural instinct of ones persona. Face work is important to recognize because it may lead into communication dialogue. The dialogue is intended to create awareness of cultural differences and value mediation in a different way. Face concept plays a role in our communication strategies everyday. Every person quickly get diagnose the face expression of a person. Face concept is important to understand in cultural diverse communities because it allows to lower the tension between disputes and allows the mediator t understand how face is a part of an embedded culture. Mediators who understand the importance of face, will better understand the communication process of members from various cultures Tools for Cross Cultural Issues Researchers across the literature have provided various tools to help with creating equity n mediation. Culture is something deeply rooted with an Individual. In order to be able to understand the perspective of the individual reflection must be incorporated. Mediators should follow various strategies to help create a safe environment within mediation. Some of the important tools to use are Reframing. Frenkel and Stark mentions how a simple reframing of a statement by the mediator can reduce disputes and embrace positive information. If the mediator is aware of the strategy can be constructive when racial or negative tension exist between disputants. Furthermore the authors gave example on focusing on the human needs in mediation. What are the needs of the disputant? By doing so, mediation becomes a productive environment. Next Active listening, listening allows the individual to feel empowered and valued in the process. y actively listing, the participants begin to communicate the core of the problem. It is crucial for the mediator to balance and transmit he power of voice to both side in mediation. By neglecting or preferring one over the other can cause conflict in the negotiation process. Also mediators as mention by Frenkel and Starkstate mediators should continuously summarize. By summarizing you are assuring you understand the narrative story of each disputant and it avoids for assumptions to be made. Above all, I feel each individual should be valued for who they are. Everybody is unique and differences should be embraced and not singled out, as a conflict in mediation is a space to help conquer differences and establish common ground to help problem solve through collaboration. Mediation from the start! Education and Mediation Timothy Hedeen, author of Dialogue and Democracy, community and Capacity: Lessons for conflict Resolution Education from Montessori, Dewey, and Freire, expresses the importance for cultural mediation to begin at a young age. He uses the work of three huge contributors in education to help establish a dimension for conflict resolution in education. The purpose is to empower the students and to begin participating in their own self-determination process. The process becomes almost a way of living. Taking key models from the leading researchers in education, learning bout conflict becomes a group effort and a learning process. The process also allows for children to begin critically thinking and taking charge of their own voice. The process will establish end result of participants in society as problem solvers. Critically thinking about this process, can leads me to think on the transformative change that can occur in society. By establishing norms at a young age on the importance of solving our own problems, mediation would be conducted at a personal level. At the same time, children will also participate in constant dialogue with reflection and understand the viewpoints of other while in conflict. In conclusion, society has established inequities amongst various cultural groups. Mediation has expressed through out the research differs across the world. Mediators must learn to use key tools to be able and to conduct a space for any individual to feel comfortable and valued in dialogue. Establishing norms of how to deal with conflict resolution at a young age will help establish a community of critical and problem solving thinkers. References Adair, W. L., Brett, J. M. (2005). The Negotiation Dance: Time, Culture, and Behavioral Sequences in Negotiation. Organization Science, 16(1), 33-51. Avruch, K. (2000). Culture and Negotiation Pedagogy. Negotiation Journal, 0, 339-346. Avruch, K. (2003). Type 1 and Type 2 Errors in Culturally Sensitive Conflict Resolution Practice. Conflict Resolution Quarterly, 20(3), 351-371. Bluehouse, P., Zion, J. W. (1993). Hozhooji Naaaanii: The Navajo Justice and Harmony Ceremony. Mediation Quarterly, 10(4), 327-337. Brigg, M. (2003). Mediation, Power, and Cultural Difference. Conflict Resolution Quarterly, 20(3), 287-306. Callister, R. R., Wall Jr., J. A. (1997). Japanese Community and Organizational Mediation. The Journal of Conflict Resolution, 41(2), 311-327. Callister, R. R., Wall Jr., J. A. (2004). Thai and U.S Mediation. The Journal of Conflict Resolution, 48(4), 573-598. Chew, P. K. (2004). The Pervasiveness of Culture in Conflict. Journal of Legal Education, 54(1), 1-23. Cobb, S. (1993). Empowerment and Mediation. Negotiation Journal, 0, 245-259. Davidheiser, M. (2006). Harmony, Peacemaking and Power: Controlling Process and African Mediation. Conflict Resolution Quarterly, 23(3), 281-299. Fisher, R., Ury, W. L., Patton, B. (1991). Getting to Yes: Negotiating Agreement Without Giving In (2 Reprint ed.). Boston: Penguin (Non-Classics). Freire, P. (1970). Pedagogy of the Oppressed (15th ed.). New York: Seabury Press. Frenkel, D. N., Stark, J. H. (2008). The Practice of Mediation: A Video-integrated Text (Pap/DVD ed.). Baltimore: Aspen Publishers, Inc.. Gil, S. P. (1999). Mediation and Communication of Information in the Cultural Interface. AI SOCIETY, 13, 218-234. Gilhooley, J., Scheuch, N. (2000). Using Peer Mediation in Classrooms and Schools: Strategies for Teachers, Counselors, and Administrators (1 ed.). Thousand Oaks, CA: Corwin Press. Goldberg, R. M. (2009). How Our Worldviews Shape Our practice. Conflict Resolution Quarterly, 26(4), 405-431. Grose, P. R. (1995). An Indigenous Imperative: The Rationale for the Recognition of Aboriginal Dispute Resolution Mechanism. Mediation Quarterly, 12(4), 327-338. Hedeen, T. (2005). Dialogue and Democracy, Community and Capacity: Lessons for Conflict Resolution Education from Montessori, Dewey, and Freire. Conflict Resolution Quarterly, 23(2), 185-202. Irving, H. H., Benjamin, M., San-Pedro, J. (1999). Family Mediation and Cultural Diversity: Mediating with Latino Families. Mediation Quarterly, 16(4), 325-339. LeResche, D. (1992). Comparison of the American Mediation Process with a Korean-American Harmony Restoration. Mediation Quarterly, 9(4), 323-339. Leng, R. J., Raegan, P. M. (2003). Social and Political Cultural Effects on the Outcomes of Mediaiton in militarized Interstate Disputes. International Studies Quarterly, 47, 431-452. Li-On, L. (2009). The Politics of Community mediation: A Study of Community Mediation in Israel. Conflict Resolution Quarterly, 26(4), 453-479. Linton, C., Singleton, G. E. (2005). Courageous Conversations About Race: A Field Guide for Achieving Equity in Schools. Thousand Oaks, CA: Corwin Press. Ogawa, N. (1999). The Concept of Face work: Its Functions in the Hawaii Model of Mediation . Mediation Quarterly, 17(1), 5-20. Poitras, J. (2009). What Makes Parties Trust Mediaitors?. Negotiation Journal, 10, 307-325. Shapiro, T. (2004). Great Divides: Readings in Social Inequality in the United States (3 ed.). New York City: McGraw-Hill Humanities/Social Sciences/Languages. Soon, J. J. (1990). Some Guidelines for Mediators of Intercultural Disputes. Negotiation Journal, 0, 383-389. Umbreit, M. S. (1997). Humanistic Mediation: A Transformative Journey of Peacemaking . Mediation Quarterly, 14(3), 201-213. Wing, L. (2009). Mediation and Inequality Reconsidered: Bringing the Discussion to the Table. Conflict Resolution Quarterly, 26(4), 383-404. Winslade, J. (2006). Mediation with a focus on Discursive Positioning . Conflict Resolution Quarterly, 23(4), 501-514. Wu, J., Laws, D. (2003). Trust and Other Anxiety in Negotiaiton Dynamic Across boundaries of Self and Culture. Negotiation Journal, 0, 329-367.

Laptop and Samsung

A. Executive Summary This paper is focused on Samsung Electronics Co. , and it has four major product lines. Digital Media line produces digital electronics for both personal and business uses. Telecommunication line produces variety of mobile phones and supply to carriers; LCD line produces flat screen monitors used on TVs, cellphones and computers. Last, semiconductors product line produces memory chips used on computers and cell phones. For each product lines, we will be talking about their history, records of success, risks and opportunities, and recommendations.Lastly, we will give recommendations regarding how the company should develop itself to be more attractive to investors. B. Introduction Samsung was founded in 1938 and are located in Seoul, South Korea. The founder’s name is Byun-Chull Lee. â€Å"Samsung† means â€Å"three stars† in Korean. It started as a trading export company. In 1969, they became Samsung Electronics Co. And now it has become one of the largest technology companies known worldwide (Samsung Electronics, 2011). It is most known for its flagship products; the Galaxy smartphone and its LCD screens.Samsung became a publicly traded company in 2000. It has four major lines of business, Digital Media, Telecommunications, LCD, and Semiconductors. C. Four Lines of Business 1. Digital Media Digital media is the line of business that consists of all of Samsung’s digital consumer products, both home and personal use. These products include; personal computers, MP3 players, cameras, televisions, and home appliances. Samsung puts forward innovative designs, select world-leading products, and power efficient products. Digital media consisted of 37% of all sales in 2010 (Sustainability Report, 2012).Samsung Distribution ChannelAs you can see from the graph below is was the majority of Samsung’s sales. In the 1970’s, Samsung came out with its first black and white televisions, washing machines, refrigerat ors, and by the end of the decade color televisions. In the 1980’s, Samsung was marketing air conditioners, personal computers, and the world’s smallest video tape recorder. Since the 1990’s, Samsung’s innovation boomed. They came out with the world’s first digital television, the world’s first Blu-ray disc player, the world’s first HD camcorder, and the world’s thinnest television (About Samsung, 2012).Samsung also led the home entertainment business into the 3D market. Digital media’s record of success is definitely significant. Its sales numbers have increased by about 4 billion USD. Unfortunately, the profits are very low compared to its sales. This is due to Samsung’s high investment in research and development. You can see the difference between sales and profits in the graph shown below. The biggest risk for the digital media line of business is whether the large investments in research and development will pay off against its competing products.Many electronic companies invest heavily in creating better products and imbedding innovative technology in them, so the competition is very high for this line of business. The only way for a company to be successful is getting its products in the most consumers’ hands. So that is why Samsung invests about 6. 2% of total sales into research and development (Sustainability Report, 2012). This enables Samsung to ensure that its products are of the best quality, have the most innovative technology, provide convenient and advanced features, and have a stylish design.Research and development will always be one of the biggest investments of a successful technology company. Samsung should continue its high investments to secure its place as the leader in technology and innovation in this industry. Since Samsung is a global leader in technology, it should use this advantage to lead the rest to the next level of innovation. Samsung has already l ead others in the 3D home entertainment business now it has the opportunity to go further and create more advanced products that will lead its consumers to a more advanced and convenient lifestyle. 2. TelecommunicationsSamsung Telecommunications is one important line of Samsung Electronics. It is known as Samsung mobile and wireless, which provides a variety of personal and business communications productions, such as mobile phones, tablets, and wireless infrastructure equipments (Samsung, 2011). In 1988, Samsung Electronics merged with telecommunication, which then became a product line of Samsung Electronics (Company history, 2012. ). In 1986, Samsung released its first built-in car phone, but it failed due to the poor products’ qualities. But, the company did not give up on telecommunication product line.In 1992, Samsung developed its own mobile phone systems. In 1997, they developed world’s smallest CDMA mobile phone (Company history, 2012). Samsung became the lead er in the personal communications service market. Samsung Electronics has been successful since the company expended business into global market. Samsung took first step and exported its personal phones to Sprint, an American CDMA carrier, and then Samsung extended into GSM market. The company’s phones are compatible with the networks of leading wireless service providers, including AT&T, Sprint Nextel, T-Mobile USA, and Verizon Communications.It has powered Samsung’s growth in the telecommunications industry. The bestselling Galaxy S smartphones was launched in 2011. It has been sold more than 20 million units around the world. In 2012, Samsung Electronics was ranked the 17th of global 500 companies by the Financial Times (Samsung annual report, 2012). By end of second quarter 2012, Samsung Electronics accounted for 330 million or 21. 2% of worldwide demand of mobile phones (Samsung annual report, 2011). (See Fig. 1. ) Fig. 1. Samsung Smartphone Market shares in 2011: 19. 9% (Samsung) The major risk was patent lawsuits.Samsung Electronics has involved with lawsuits in more than 10 countries between Samsung and Apple (Wingfield, 2012). Opportunity for Samsung is that partnership with more carriers, which would help Samsung Telecommunication to expand their business and market share. The recommendations for Samsung telecommunication is that focus on unique technology design. I think that will not only help Samsung avoid lawsuits, but also increase the market share and customer royalty. 3. Samsung’s LCD Display A liquid crystal display (LCD) is a flat screen monitor that is made of a thin liquid crystal layer in the middle.LCDs are used in many different applications such as, televisions, mobile phones, laptops and computers. LCD screen has been one of the best-selling products of Samsung, yet it still faces risks and needs some improvement to attract more customers (Mote, Stansell, & Greenland, 2010). Mote et al. (2010) state that Samsung c reated LCD technology in 1991. The LCD panel was first used for laptop computers and showed at a world trade event in Japan. The first LCD display for laptop computer was 9. 3 inches. In 2002, Samsung introduced a 54-inch digital LCD television monitor-the largest LCD television in the world at that time.Today, Samsung is the most famous LCD maker in the global market (Mote, Stansell, & Greenland, 2010). According to â€Å"About Samsung† (2012), Samsung sustained the highest profit among LCD manufactures over the world in 2007. In 2009, Samsung became the first company that sold more than ten million LCD televisions in the first half of the year and more than five million LCD panels per month. Epperson shows that, total segment revenue of LCD was about 62. 6 trillion U. S dollars in 2011. There were about 330 million shares, and the price was 1,067 dollars per share.Samsung has also maintained the largest market share in the global LCD televisions from the first quarter of 20 11 to the second quarter of 2012 (About Samsung, 2012; Epperson, 2012). (Data collected from www. statista. com) Although the record of success of LCDs seems really outstanding, Samsung is facing many risks. One of the risks that Samsung confronted was about LCD patent infringement. In 2008, Sharp filed the suit against Samsung in the U. S. District Court for violating its four patents related to a technology to improve the picture quality of LCDs. Then, Sharp expanded the suit to South Korea in December of the same year.Samsung fought back in the same month with lawsuits in Japan and the U. S. For some reasons, Samsung won over Sharp in Japan, but lose the case in the U. S. In 2009 US International Trade Commission began to block Samsung LCD products. Samsung also faces price war from other serious competitors such as LG, Sony, Toshiba, and Panasonic. In Standard & Poor’s Equity Research, Samsung’s LCD sales are decreasing due to the very competitive prices other comp etitors offer consumers (Patel, 2012). Base on â€Å"LexisNexis Academic† (2012), Samsung just created a new technology of LCD called Active-matrix OLED (AMOLED).This is another type of flat panel display which is very thin and flexible. Samsung announced that it will use AMOLED to invent a new model of its mobile phone named â€Å"Youm†, and the product will be introduced at the beginning of 2013. This is considered as a bright opportunity for Samsung in the future to increase its LCD revenues and profits (â€Å"Samsung’s flexible†, 2012). (Google images) To overcome risks and be more attractive to investors, Samsung should obtain LCD patent protection. For example, when any LCD design is created, Samsung should register for a license or trademark to protect the company from copyright.Samsung also need to focus on Research and Development investment to create new technology, new products and find out ways to lower the production costs, so they can compet e on price with others. 4. Semiconductors The decision of entering the semiconductor business is essential to Samsung. Byung-Chull Lee, the founder of Samsung, realized how big the high-tech electronics market would be in the future in mid-1970s, and that Samsung has to be a major player. Because of that, he decided to form Samsung Semiconductor and Telecommunications Co. in 1978.However, South Korea is lack of technological expertise, and that’s when the South Korean government steps in. The South Korean government required foreign telecommunications equipment manufacturers to hand out advanced semiconductor technology, in order for them to get access to the South Korean market. (Data collected from IBIS World) Semiconductor is one of the most successful product lines in Samsung. The sales of semiconductor have increased from 32. 6 billion dollars in 2010 to 33. 5 billion dollars in 2011. Moreover, its net income has also increased from 16 million dollars in 2010 to 48 milli on dollars in 2011.In fact, the company’s semiconductor segment consists two major parts: memory and LSI (Large-Scale Integration). Like the past 15 years, Samsung has topped the position in the dynamic random-access memory in 2011 with 42. 2% of shares. For the LSI segment, Samsung produces LCD panels for computer monitors and notebook displays. In 2011, Samsung has about $26. 5 million of revenue from LCD panel business (IBIS world, 2012). One of the biggest customers to Samsung’s semiconductor product line is Apple, which is recently considering switching to another semiconductor manufacturer.Losing this huge customer will definitely risk the market position of Samsung, as it is now at the top of the semiconductor manufacturing market. Opportunity for the product line would be its rising demand. There is a growing demand on semiconductor out in the market. Although the demand of desktop computers is slowing down, which will affect the sales of memory part of semicon ductors, demand of tablets and smartphones is raising rapidly, which will lead to a rise in demand of semiconductor (Epperson, 2012). There are still a lot of rooms for the sales of semiconductor to grow.Increasing production of semiconductor due to its raise in demand may not seem hard in the future. Manufacturers are now developing automated production in order to decrease their production cost. Samsung can start increase semiconductors supply to these robots, since those parts will boost the demand for the sophisticated electronics that control the robots. D. Conclusions and Recommendations for Samsung One of the important recommendations is technology innovation. Samsung Electronics is a high-tech company, which provided support for innovation in the areas of technology.Product lines involved with other companies regarding the patent lawsuits. Lawsuits have negatively impacts on company’s growth. In order for company to maintain sustainability and remain competitive in th e industry, we recommend that the Samsung Electronics should focus on unique technology designs. In that way, it will protect the company from getting sued and attract more customers. Samsung should also increase semiconductors productions by finding opportunities to cooperate and be a supplier to other smaller electronic companies. Again, the company hould invest more in R&D projects, so it can built new technologies and new products in order to compete against its competitors. E. References About Samsung. (2012). Corporate profile. Retrieved from http://www. samsung. com/us/aboutsamsung/corporateprofile/ Epperson, L. (2012). Samsung Electronic Co. , Ltd. Hoover’s. Retrieved Oct. 27, 2012, from Hoover’s database. Mote, D. , Stansell, C. M. , Greenland, P. R. (2010). Samsung Electronics Co. , Ltd. In International Directory of Company Histories, 108, 433-440. Retrieved Oct. 27, 2012, from Gale Virtual Reference Library database. Patel, A. (2012).Samsung Electronics. St andard & Poor’s Equity Research. Retrieved Oct. 27, 2012, from Net Advantage database. Samsung Electronic. (2011). FY 2011 Annual report. Retrieved from http://www. samsung. com/us/aboutsamsung/ir/newsMain. do. Samsung. (2012). Samsung Company history. Retrieved from http://www. samsung. com/us/aboutsamsung/corporateprofile/history04. html Samsung. (2011a). Samsung 2011 annual report. Retrieved from http://www. samsung. com/us/aboutsamsung/ir/newsMain. do Samsung. (2011b). Samsung Telecommunications. Retrieved from http://www. samsung. com/global/business/telecommunication/productInfo. do? tgrygroup=11&ctgrytype=18&b2bprdid=146 Samsung’s flexible AMOLED display codenamed â€Å"Youm† in the works. (2012, April 11). Kashmir Monitor (India). Retrieved Nov. 28, 2012, from LexisNexis Academic database. Sustainability report. (2012). Global harmony with people, society, and environment. Retrieved from http://www. samsung. com/aboutsamsung/sustainability/sustainability report Wingfield, N. (2012, August 24). Jury awards $1 billion to Apple in Samsung patent case. The New York Times. Retrieved from http://www. nytimes. com/2012/08/25/technology/jury-reaches-decision-in-apple-samsung-patent-trial. html? _r=0

Emotional, Emotional And Emotional Intelligence - 1208 Words

Emotional Intelligence Explained Emotional Intelligence is the capacity to assess, identify and influence the emotions of your own and everyone around you. For an example, a employee could be having difficulty understanding the task at hand instead the manager goes to the employee and identifies the misunderstanding and instead of letting the situation make everyone stress the manager instead reiterated what needs to be done in a simpler way so everyone is clearly aware and understands what to do. Another example of Emotional Intelligence is when two people do not see eye to eye on a subject instead of screaming at one another and storming off they instead speak without screaming and address the main concerns without arguing. The whole†¦show more content†¦This helps cut down on losing employees to the competition and also allows your employees to see that you care about their wellbeing. Generally, when employees know this then they will, in turn, provide the best quality of work that they can and also tend to be dedicated to the company for the long haul. Next reason why emotional intelligence is so important is when is comes to customers, you need to be able to provide sympathy towards your customers if they are going through a rough patch or a tough time. For an example a gas station is doing a remodel at the store which makes them lose out on their normal sales volume the vendors that sell their product at that store need to understand that the problem is temporary, not permanent as things go it s just a simple remodel then they gas station will be back to running to its full potential. A simple fix would be to adjust the supply to reflect the current sales since the establishment is not at it’s full operational status. By doing this you do not lose your customer or even make your customer upset with your company. Instead, this allows you to keep a long term upbeat customer. Speculate on Consequences when to not use Emotional Intelligence There are two simple reasons why leaders and managers should not use emotional intelligence that I can think of one would be when an employee is not being theShow MoreRelatedEmotional, Emotional And Emotional Intelligence1666 Words   |  7 PagesEmotional intelligence is ‘the ability to perceive emotions, to access and generate emotions so as to assist thought, to understand emotions and emotional knowledge, and to reflectively regulate emotions so as to promote emotional and intellectual growth’ (Mayer Salovey, 1997). 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Villegas Maria Dolores L. Comighod BEED- Content Course [ II-D ] Individuals have many similar characteristics but they too differ in many respects. One of these individual differences is the intellectual differences which also refers to the intelligence. Intelligence is the general capacity of a person to adjust consciously his thinking to a new requirement. ItRead MoreEmotional Intelligence2094 Words   |  9 PagesThe Five Competencies of Emotion Intelligence With the publication of Daniel Goleman’s book Emotional Intelligence in 1995, the business world got an answer to a question that had been plaguing it for decades: â€Å"Why did some people of a high IQ struggle at managing teams while other leaders of lower IQ excel at it†? Goleman asserted that the traditional measurement of IQ (intelligence quotient) was not enough to determine a good leader. Schools and universities concentrated on developing the cognitiveRead MoreEmotional Intelligence. 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Based on the chart my scores for the four emotional dimensions are:Read MoreEmotional Intelligence ( Eq ) And Emotional Quotient Essay1537 Words   |  7 PagesBobby Lindsey Mrs. Ehlers CollegeNow Comp 151 18 September 2016 Emotional Intelligence Many people ponder about the question â€Å"What is Emotional Intelligence (EI) or Emotional Quotient (EQ) and how is it different from Intelligence Quotient (IQ)?† Many people know about Intelligence Quotient or IQ and they probably hope to have a high one, but they may not realize there is also something called EQ and it plays a role in people’s lives every day. EQ is an important concept to learn and understandRead MoreEmotional Intelligence3151 Words   |  13 PagesEmotional Intelligence? Organizational Behavior Tamara Ramsey August 12, 2012 Abstract This paper examines how emotional intelligence and cognitive intelligence are associated with academic success and job performance. Emotional intelligence continues to pick up momentum in the world of business and academia. More and more research supports the concept that emotionally intelligent employees, managers, leaders, and companies produce noticeable business results. Employers are now looking

Shutter Island Film Analysis - 1435 Words

The following is written to examine a connection made between the varying texts using manipulation and how it impacts the audience’s perception of reality. The texts I will include which are evident of manipulation are Shutter Island a visual thriller directed by Martin Scorsese, Inception a visual action, adventure conducted by Christopher Nolan, Twelfth Night written by William Shakespeare, and Tell-Tale Heart produced by Edgar Allan Poe. I decided to choose texts that are recognized for their brilliance. Both visual and written texts are contrasted in relation to time, the visual texts are of modern era whereas the written texts are of a previous generation. Manipulation is defined as influencing an idea and can have†¦show more content†¦Towards the final scenes of the film, Daniels becomes increasingly aware of the impact he has made on his society, hence the title ‘Shutter Island//Shot-her Island’. Daniels realizes his guilt through the way the characters have helped him to discover who he really is, Daniels is able to sum it up to the audience through the dialogue â€Å"Which would be worse: To live as a monster, or to die as a good man?† The audience is able to understand that Daniels has accepted his reality, making him the ‘good man’. A common theme today is not accepting reality or being in denial, this is due to the way denying the reality of something enables the body to cope (bodies defence mechanism1). The character of Daniels helps to influence today’s society by showing us that accepting the reality we create is better than to regret or deny it. Thus, changing the way, we perc eive reality. In the film Inception , Nolan influences the audience to connect to the character of Dominic Cobb. Like ‘Shutter Island’ the character (Cobb) in this film is also revolved around. Nolan uses a theme evident in today’s society, the perception of reality to develop and connect the portrayal of Cobb and connect the audience. In terms of Cobb, this theme can be translated to his internal conflict of dreams versus reality. Nolan inflects an emotional connection to Cobb and the audience through this internal conflict. AShow MoreRelatedShutter Island : Film Analysis Essay1721 Words   |  7 PagesThis is a film analysis of Shutter Island. Shutter Island is a 2010 film directed by Martin Scorsese. Starring Leonardo DiCaprio and Mark Ruffalo, this film is 138 minutes of psychological thrills and horror. Shutter Island covers the field of psychopathology. More specifically, it covers psychotic disorders, dissociative disorders, and treatment. Shutter Island is set in 1954 on Shutter Island, Massachusetts at the Ashecliffe Hospital for the criminally insane. The opening scene of the film is U.SRead MoreFilm Analysis Of Martin Scorsese And Conselkes Shutter Island1846 Words   |  8 PagesVerbinski share a similar telling of mental illness, and the hospitals the patients confined in Scorseses direction of sound, cinematography, and editing in his film Shutter Island is drastically different from verbinskisA Cure for Wellness. When it comes to sound both film’s carry a singular theme song that plays out across duration of each films run time. However, Scorsese manages to make his leading song more impactful. Using Gustav Mahler, a composer whose music is not something that a general audienceRead MoreAnalysis of Shutter Island Essay844 Words   |  4 PagesAnalysis of Shutter Island Analysis of Shutter Island Kenneth E. Wiley Sr. Core Assessment Paper-Abnormal Psychology –PS 401 March 3, 2011 Abstract Shutter Island is a film depicting several of the many facets of Abnormal Psychology as defined and studied over the course of this term. Several of the concepts discussed in our lectures and demonstrated during our classroom time were evident and vividly depicted in the film including personality disorders past and present; stress and anxietyRead MoreAnalysis Of The 2010 Suspenseful Thriller Shutter Island1499 Words   |  6 PagesZubair Khan DHD 102 Film Analysis- Shutter Island 12/03/2015 My concluding interpretation of the 2010 suspenseful thriller Shutter Island resulted with a lucid Teddy choosing to â€Å"die as a good man â€Å" rather than living as a monster who has to wake up every morning with regret for murdering his wife. It is apparent that Teddy was going to get lobotomized at the lighthouse by his own will. Lobotomy in the description given in the film is to cut into the brain to reduce aggressive behavior and ultimatelyRead MoreThe Exploration Of Feminist Theory Essay1536 Words   |  7 Pagesexploration of feminist theory developed by Mary Wollstonecraft in the 1790’s. The traditional interpretation of this theory is based on the common ideology of feminism within the Communication world. Illustrating gender inequality the feminist theory analysis into the social fields of politics, business, media platforms, and social normalities. Research traditions include socio-psychology and semiotics due to the cause and effect relationships that help create social standards while also the symbolicRead MoreShutter Island Essay.1960 Words   |  8 PagesShutter Island Essay. Im going to write an essay about a film named Shutter Island which was taken from Dennis Lehanes 2003 novel which is also called Shutter Island, the film its self was directed by Martin Scorsese in 2010. In my essay I plan to write about how important the genre and the characters is to the film and how the film makers use it to create a successful film. To give you a brief of the film I am going to use Gustav Freytag’s five part analysis, exposition; two U.S. MarshalsRead MoreThe Characters Of Dissociative Disorders In The Movie Shutter Island1173 Words   |  5 Pagescaused by trauma (book). By examining Leonardo DiCaprio’s characters in the movie Shutter Island, directed by Martin Scorsese, a viewer can see post-traumatic stress brought on his Dissociative Identity Disorder. Teddy Daniels, also known as Andrew Laeddis suffers from posttraumatic stress disorder as he produces symptoms in all three categories for PTSD: flashbacks, avoidance, and hypervigilance. To begin this analysis, it is important to offer a synopsis of the movie. The main character, Teddy DanielsRead MoreExamples of Jung’s Analytical Archetype Theory in the Film Shutter Island2017 Words   |  8 PagesMartin Scorsese directed the movie Shutter Island, starring Leonardo DiCaprio, that came out on February 19, 2010. The movie portrays many different examples of critical theory. Having watched the movie before my analysis, when I heard of Jung’s Analytical Archetype theory I linked it with this movie almost immediately. Carl Jung, a Swiss psychiatrist, developed the idea that all archetypes are universal images that come from the collective unconscious and are almost instinctive to us all. Jung’s

The Life Of An American Literary Icon - 1206 Words

Neelee Harrison Honors English 9 19 April 2015 The Life of an American Literary Icon I think there s just one kind of folks. Folks (Lee 304). Harper Lee is one of America s most famous and beloved writers of her time. She has inspired people with her unique down-to-earth writing voice and her presentation of the rawness of people and life in general. Because of Harper Lee, America has learned to appreciate the differences in others from ourselves because you never really understand a person until you consider things from his point of view (Lee 39). Nelle Harper Lee was born on April 28, 1926 in the tiny southern town of Monroeville, Alabama (Harper Lee). Her father Amasa Coleman Lee, had many occupations. He was a†¦show more content†¦Truman and Harper grew up to be the best of friends (Harper Lee). Truman became her inspiration for character Dill in her bestselling novel, To Kill a Mockingbird (Harper Lee Biography List of Works, Study Guides). During high school, she became fascinated with literature and writing (Harper Lee). After graduating high school in the class of 1944, she went to Huntingdon College in Montgomery, Alabama to study (Harper Lee Biography List of Works, Study Guides). After studying a year at Huntingdon, she transitioned to the University of Alabama in Tuscaloosa (Harper Lee). While at the University of Alabama, she began to go after her true calling to write (Harper Lee). She decided to join the college s newspaper team called, Rammer Jammer, and its magazine (Harper Lee). Later on in the years, she became the newspaper s editor. During her junior year at the University of Alabama, she was accepted into the college s law school while she was still an undergraduate (Harper Lee). Harper accepted the offer but became completely fatigued because of the hard work she had put into law school. She then had to quit her job as the Rammer Jammer s editor because of the school s orders (Harper Lee). Later on, she went to England s Oxford University to study abroa d for a year (Harper Lee Biography List of Works, Study Guides). After studying at Oxford, she returned to her law studies at the University of Alabama. At the end of her

Appeal statement Free Essays

I am writing to appeal my academic dismissal from XXXXX State University. I was not surprised, but very upset to receive a letter earlier this week informing me of my dismissal. I would like to urge you to accept my appeal to Reversal for Dismissal Action. We will write a custom essay sample on Appeal statement or any similar topic only for you Order Now I admit, I had a very difficult time past two semesters, and my grades suffered as a result. I don’t mean to make excuses for my poor academic performance, but I would like to explain the circumstances. I knew that registering for 10 credit hours in the spring would require a lot of my effort, but I needed to earn the hours so that I was on track to graduate on time. I thought I could handle the work load, and I still think I could have, except that my family circumstances were ruining and as I was far from home and could not concentrate on my course work. While there was financial problems which were pressurized on me to graduate soon. With all these Problems I was made to do part time in order to meet my expenses and fell ill frequently which lead to irregularity of attending classes Needless to say, the hours I used to spent n part time work cut into my study time. Even when I was at school, I was very distracted with the home situation and was unable to focus on my schoolwork. I understand now that I should have communicated with my professors (instead of avoiding them), or even taken a leave of absence. I thought I could handle all of these burdens, and I tried my best, but I was wrong. I love XXXXX State University, and it would mean so much to me to graduate with a degree from this school, which would make me the first person in my family to complete a college degree. If I am reversed for Dismissal Action, I will focus much better on my schoolwork, take few credit hours, As financially things are getting better at my home I need not do any part time and manage my time more wisely by concentrating only on course work, plan a schedule of meeting my advisor and professors frequently, will retake the courses in which I scored low grades again, and get better grades. Fortunately, I came for a visit to my home town and I am feeling much better as things are getting better at my home and feeling relieved from my depressions. Also, I will meet my advisor as soon as I reach Kent, and I will follow her advice and will communicate better with my professors from now on. Please understand that my low GPA that led to my dismissal does not indicate that I am a bad student. Really, I’m a good student who had one very, very bad year. I hope you will give me a second chance. Thank you for considering this appeal. Sincerely, How to cite Appeal statement, Papers

Marketing and Communication Plan Toyota Petite

Question: Discuss about the Marketing and Communication Plan for Toyota Petite. Answer: Introduction: The report is a business proposition for the idea of channel communication for the newest product of Toyota, Toyota Petite, which is all set to hit the market in another 10 months from now. The product is for sure innovative and the kind of world that we are living in, where everyone loves to be compact, this product is surely going to be a revolution(Hayes, 2013). This report will capture all the existing channels that we can leverage in order to enhance the know how of the product in front of the target audience and also the impacts that are projected on the identified set of stakeholders and what are the benefits that each of them can gauge through this innovation of Toyota. Target Audience: The compact size car that Toyota is launching now in the form of Toyota Petite is all set to tickle the customers requirement from all the ages and it is basically positioned to be the second preferred car of the people apart from the Luxury car that they may be using. Apart from that it is also positioned as the choice of the first car of the people, when they are buying the car for the first time. The working couples, who are planning to buy a second car, the retired couple, who just need car for regular visits within the city and the young population who are just planning to buy their first budget car are the target audience for whom the car is basically positioned(Kramer, 2010). This is the first of the kind of offering by Toyota as they are known for offering heavy cars to the customers. Product Introduction: Toyota Petite is a small 1000 cc car what is going to be launched in mostly developing countries in another 10 months time. This is the premiere innovation offered by the company in the segment of budget cars, which is the kind of choice people are making in the developing nation due to increasing issues of traffic and also due to the fact that people are not willing to invest a lot on the car needs. The target audience is already defined in the previous section. This is going to be car in the range of 4500 to 6000 USD and will be coming with the features of a premiere segment car like Toyota Etios. With these innovative offering and the defined market segment it is all set to become the peoples choice car and it has the potential of achieving that fate. Toyotas Management: The management of Toyota is the main stakeholder here since it is the first time that they are coming up with a car that is not heavy and is not in the luxury segment at all. This is a big step and is absolutely against the philosophy of Toyota till now. The major benefit that they can get is that they are all set to redefine the proposition and offering of Toyota and in case they are able to make it a big hit, then there will be an all new market that is open for Toyota which they are unable to tap till now(Humphrey, 2012). The management has a huge stake in order to make this car more successful and it is going to decide their stint success in the company. Shareholders: The shareholders of the company are the one who will get impacted on the largest scale, the people and the market always expects that Toyota will be launching a car in the luxury and heavy segment. The biggest expectation from the market is that Toyota will be launching something in the SUV segment post the innovation they have brought in Toyota Etios Hatchback. But when the compact car concept from Toyota is going to hit the market then it surely going to make a huge impact in the market and the sentiments are surely going to go up. However it depends on the performance of the car that if the sentiments will remain the way they are. Customer Base: The customer base here is the prospective customer base that Toyota is targeting through this new innovation. Toyota is a leader when it comes to power and performance and all their car is a huge hit. Now the new target audience will get the flavor of that performance in the form of Toyota Petite and that is going to be a huge success in the market Current Customer Base: The current customer base are an important and sadly the ignored lot of stakeholders who do not get the due worth that they deserve. There has to be some offers that needs to be floated in the market like buyback options and free test drive or even door step test drive. These things will earn Toyota the loyalty and people might consider buying the new offering(Jamieson, 2014). The overall things still remains the same that target audience is still what was defined earlier, however, the company must ensure that any leads or sales generated in a benefit for the taking and that is where the difference in the channel marketing comes in, the difference in tapping strategy of the company is something that will elevate the thought process of the customers. Production and manufacturing Manpower: There needs to be a change in mind set of the production and manufacturing manpower, as till now they are used to bringing up heavy and bulky car models in the market but now the strategy is flipped and the offering is a new one. In the same way there is a need to change the setup of the factory and the working style and dealing with compact cars is a different deal. Like the maintenance of jig need not to be very rigorous but the spare management has to be more rigorous and that is where the change in the mindset and working style will help the company a lot. This is a thorough case of change management and that can be achieved by properly devising the training and plan in case of this new concept to be inculcated in the culture. Communication Channel: Existing Communication Channel: There is a great communication channel that is already in place for Toyota, the loyal media partners and the distribution and retailer set up that is maintained thoroughly by them is all there to ensure that the right communication reaches the right set of people. However, the effectiveness of the classic style of communication is an objectionable thing as that will again link Toyota to the preliminary image that it is carrying it in the form of the legacy (The Chartered Institute of Marketing, 2016). The existing channel will be able to position the product on the first go itself in the eye catching manner and thus will be able to make an impact in the mind of the prospective customers as well(Risnen, 2011). The platform can be used as a Launchpad and not as the full-fledged solution to the communication process. Advertisement: The advertisements that Toyota has been following till date has been focused on product more and less on the customers and this is the first innovation that they are bringing up that is more focused towards the customers (Fill, 2011). There is a specific set of customers that they are targeting and hence the advertisements will be a huge scope of market penetration and this way it will have a higher impact in the mind of the customer(Egan, 2007). Through advertisements that idea is to ensure that the psychology of the people change and they start to treat Toyota as a peoples choice brand, they shall project and see the offering made in Toyota Petite and that is positioned to be as the peoples car. Advertisement hence has to be more customer focus and less of product focus. Automobile Magazines and Journals: This is where the real target audience will actually grab the eyeballs. The youth basically tend to make an informed choice and so does the working couples and for the retired couples the choices are made by children only. This induces the fact that in case there is a strong presence that is maintained in the journals and magazines then it is going to boost the communication by a large manner and hence it is going to be a huge positive for the company. The magazines will be able to cover the competitive focus and the esthetics of the car and the journals and articles will be able to cover the technical aspects of the car (Owen). Both these sources are thoroughly followed by the target audience making it to be the most appropriate manner of conventional communication system. These are however only focused towards the reading and the educated class that anyhow captures a huge level of customer base but still not all (Saeed, 2013). There are however other proposed modes of communication s discussed later that can be more appropriate for the customer base Toyota is trying to ideate. Positives and Negatives of the Existing Modes of Communications: Positives: The major positive aspect of the existing communication set up is that they are operationally stable and have been there for a long time. Toyota is maintaining a cordial link with these setups and hence they will be able to show instant fruits and results for them(Glasner, 2014). The contacts with the media houses and the journals will be able to get the traction in the desired customer base and that is very easy to achieve with these mediums. For the other readers and audience the advertisements will be able to make a huge impact. These are set traditional and conventional setups and will be there for the taking always. The people associated with Toyota knows the procedures and tastes very well and hence will be very impactful. Negatives: The negative aspects of these channels is that since they are set channels it is difficult to mold them in the desired manner now. The idea is shared in the previous section that the communication has to be more towards the customers and less towards the product. This is exactly opposite to how the Toyota communication channel has been running these while (Varey). There is a need to revamp the thinking of the channels in a way that they are able to understand the current psychology of the new desired set of customers and that is going to be very painstaking. The need to develop the new set is difficult and these efforts may also completely go in vain for them. Hence that is the reason the new channels are to be conceptualized and developed. Innovative Marketing Channel: Targeting the existing Customer base: This can be a breakthrough mode of customer development and equally innovative mode of creating the leads for the sales. The referral sales has an history of developing 34% more effective sales proposition and this it is in the case of core sales, where the pitch is directly made to the customers. The existing customer base are mostly the loyal customers of Toyota and there can be a chance that they might be looking for a second car option as well and that is where the enhanced services of Toyota towards their customers comes into picture. It is 56% more effective to actually grab the existing customer rather than developing a new one and this mode of communication is exactly the same. It is also in line with the business proposition as Petite is also positioned to be a second car for the family who already have a luxury car with them. The customers of Toyota are mainly luxury car owners and hence the pitch for a second car is always going to be handy and effective for the sales peop le(Sebastian, 2012). The people trust the quality and brand of Toyota and when it serving their core need then it is without a doubt a good offer(Kotler, 2010). Buyback of Old Toyota Cars: The buyback option is also a very handy option the restriction is not made only for Toyota cars, but also for the other brand cars. It is a heavily assumed hypothesis that many of the customers who visits to buy a Toyota car do not end up buying this car as they are expensive and hence they buy another car in the same league. There is no denial to the fact that the quality and services are heavily acknowledged. In the same pretext it is considered that if the option of buying a new Toyota Petite is given to the people they will be happy to exchange it with their existing car and that is further a very unique proposition for the company that no company has ever done in this league(Baines, 2008). Computing the effectiveness of the Communication Plan: Investment Expected: This is the setup expected to be implemented in two countries and will capture the three channel mode of communication and these are the estimated costs link to it: S.No. Channel Communication Subhead Cost ($s) 1 Advertisements Contracting 10000 Designing 5000 Testing 2000 Go Live (2 mins per day for 5 channels) 3000 2 Reconnect with existing customers Customer Connect 5000 Implementation Strategy 10000 3 Buyback system Strategy Designing 5000 Handling the old cars 5000 Total 50000 Impact: The following money is recoverable in a brief period of 11 months (assumption), since the car launch is in 10 months and by that time these communication channel can strategize the changes appropriately and hence can come up with a suitable business proposition good for the overall company. Conclusion: In the end it is concluded that the communication set up must be towards the customers and for the customers and not for the products and also the proposition must be towards the existing customer and not towards the acquisition of new customer base. The channel that is most suitable for the communication of Petite is the journals and magazines and the new channels that are to be developed must be around the leveraging the existing customer base by utilizing their leads and buying expectations. In this way the overall need of the sales and market penetration will be utilized and also the much needed marketing communication will also be set in place by the company. This is an important activity that needs immediate attention of the company and this is the most potent way of elaborating the customer base and ensuring that the sales are high and flying. There must not be any compromise around the services and offerings made in the market by Toyota. References Baines, P. F. 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