Concern Of Toyota Vehicle Recall In Malaysia Marketing Essay

Concern Of Toyota Vehicle Recall In Malaysia Marketing Essay UMW Toyota Motor Sdn. Bhd is a joint company which is formed by several companies including UMW Holdings Berhad, Japans Toyota Motor Corporation and Toyota TSUSHO Corporation. The company is prioritizing and engaging a process of manufacture or assembly, marketing and distribution vehicles. UMW Toyota commands pole position in the aggregate sales of non-national passenger cars, commercial vehicles and four-wheel drives in Malaysia. Their operations are guided by international best practices, based on the Toyota Guiding Principles. They adopt the highest standards in management, safety, employee welfare, environmental conservation and community relations. Issue Identification Since early 2010, Toyota has been performing a series of recalls of their vehicles such as Camry, Corolla, Lexus and Prius in several countries such as United States and Europe. The recalls are conducted as action to amend the issue of sticking acceleration pedal in floor mats for safety purposes. (Toyota News, 2010) The United States division of Toyota has been hardly slammed regarding to this on-going issue. In the same article from Time, a social worker from Tennessee, Rhonda Smith quoted Shame on you, Toyota, for being so greedy she said. (Time, 10). This statement is just a sample of current public perception towards Toyota in which Toyota has to take a recovery action. However, Malaysias Toyota Models are not affected by the recalls, except for Toyota Prius model. Toyota vehicles in Malaysia are Completely Knocked-Down (CKD) line, it means that all vehicles are locally assembled for the local market. Especially for Toyota Camry models, its sources components come from different suppliers and have different mechanical architectures compare to United States counterparts. (Autoworld, 2010). In a case of occurrence technical problems to Toyota Prius, Malaysia only recalled 60 units due to slight error in its ABC braking system. (Autoworld, 2010). It is entirely unrelated to the case of mass recalls over sticking accelerator pedal in floor mats. UMW Toyota Motor Sdn. Bhd. is now responsible to inform public especially Toyota owners that there is nothing to worry about. The omnipresence of foreign news in media and probably their lack of knowledge of a divide entity managing the Toyota brand in Malaysia have mislead and confused the public to actually believe that all Toyota models in worldwide are plagued with these impaired safety features. The focal point of the campaigns is to maintain the image of Malaysias Toyota. It might be a costly affair, however it hopefully will further save the company financially and reputation-wise in the long period. Target Audience Primary: Toyota vehicles owners We have chosen that  loyal  customers  of Toyota as the first  target  audience. We are well aware these loyal customers have put their trust in Toyotas products for years. With the recall issue like this, it affects their mindset and trust to Toyota products. Through  this campaign,  we  want to inform that Toyota Malaysia will always provide its best service for its loyal customers Secondary: Malaysia public (young and working adults specifically) This category is intended due to high demand of having personal ride among student and young workers. Those who are still thinking or might be interested in purchasing Toyota vehicles will not be disturbed by the preaching of Toyotas product recall issue. Tertiary: Media (local print and broadcast) Media is one of the most effective tools to notify and inform a broader audience whether it is in a form of print or broadcast. We all are aware the strength of media is able to influence publics opinion and perception. Through this medium, it will help to rebuild Toyota image and reinforce trust that Toyota has received from its customers and Malaysia public. Goals There is only single crucial goal that needs to be achieved through this campaign is: Rebuild and strengthen confidence in Toyota Objectives Several  objectives in the implementation of the campaign to facilitate the evaluation process are listed below: To inform public that the on-going recall issue does not affect Toyota Malaysia models.   To improve publics knowledge of safety and quality performance of Toyota vehicles  in Malaysia. To strengthen brand loyalty and positive perception between public and Toyota Malaysia. Key Messages Locally-assembled Toyota vehicles are not subjected for recall. All Toyota Malaysia models are assembled by local experts. The assembly of the vehicles and body parts are made in Malaysia. The sizes of accelerator pedals and floor mats of Toyota models in Malaysia are different from other countries. (UMW Toyota Motor) Toyota is conscious of the needs, comfort and safety of society. Toyota is well aware that driving comfort and safety is the most important factors for customers and public. Toyota is trying to prove once again that the public needs are the top priority in building strong and proper relationship. Strategy UMW Toyota will implement dual strategies to strengthen image of Toyota Malaysia and to inform public that the recall issue is not affected Malaysias vehicle models through the use of specialised tactics targeted at the media. These specialised tactics will promote the project through educating and informing the publics about the reasons they invested in it and what the target audience can obtain from it. The strategies are in the following: Media Campaign UMW Toyota will create this campaign that maintains the Toyota brands relationship with the public. Regardless, the fact that Toyota has always been there for its customers. Through this campaign, we hopefully will be able to inform Toyotas customers, wider public as well as media about the on-going recall issue and make sure that there is nothing to worry about. On-ground Promotion and Education Campaign Besides conducting a media campaign, on-ground promotion will also be held. So customers and public will be able to see and experience directly in practical ways on how Toyota maintain the safety and convenience of drivers through existing facilities. This strategy will educate public to maintain safety during driving. Tactics To achieve a successful campaign, UMW Toyota will have several tactics which attaches all key messages and to be able to deliver it to its customers, public and media coverage. Media Campaign Controlled media: Advertisement and Public Service Announcement. A new 30-second advertisement revolving around Toyota brand has been slated to continuously produce their vehicles. The advertisement will also have two variations, which will add up to a total of three advertisements. Additionally, all three advertisements will be presented in four languages which are Bahasa Malaysia, English, Chinese and Tamil. These advertisements will be aired on television such as TV3 during Buletin Utamas commercial shots. Programmes of non-Bahasa Malaysia languages will be advertised on timeslots that are not considered primetime to save cost. There will a print advertisement on newspaper, within the first five pages of every publication such as Berita Harian, The Star, New Straits Times, Tamil Nisan, and Sin Chew Daily For Public Service Announcement, UMW Toyota will collaborate with Astros radio stations such as Hitz.fm, Era, MY.fm and THR Raga to present PSAs. These PSAs will have few messages about safety driving which supported by Toyota Malaysia and radio stations. This will cost minimal production because the stations are obligated to air PSAs. Uncontrolled Media: Media Release and Media Kits UMW Toyota will supply all Malaysias leading news agencies and automobile publication media releases and media kits that contain FAQs and feature stories. Interpersonal: Distributing Agents All licensed distributors will be equipped with media kits to enable their agents to be well-informed with the issue and should be able to answer any inquiries from customers. On-ground Promotion and Education Campaign Free Test Drive Session Toyota will hold a free test driving promotion for the drivers and let them to come to the nearest Toyota showroom around their living area and drive directly some vehicle models before deciding on the possibility to purchase Toyota vehicles. By doing a free test driving, people can instantly find out how safe and comfortable driving Toyota cars. Public will be more informed accurately and practically about the facilities provided by Toyota. By doing this action, public can also identify and prove that there are no constraints and technical problems occurred to Toyota Malaysia models. Moreover, customers can also check directly all the technical components system such as gas pedal, brake, clutch, lights, signal, wipers and so on. This will ensure them that Toyota Malaysia models are not experiencing any technical problem at all; it is stable and secure for a ride. Media release and media kits will also be handed out to public and media during the event to provide more information for those who do not really notice about the recall issue. Smart Driving Seminar UMW Toyota will hold a public seminar which is attended by experts in their fields of Toyota Malaysia. There will be a speech by a president of UMW Toyota Motor Sdn. Bhd., Ismet Suki. Through this event, public will be able to obtain more accurate information about how Toyota handles and maintains safety and comfort of drivers. The seminar will raise the topic regarding to any technical problems than often occur in vehicles. In this seminar, Toyota Malaysia will explain specifically several programmes they are running recently as an action to meet the needs of its customers. There will be a question and answer section between the participant and the spokesperson right after the speech done. Moreover, in this event, participants will also be taught on how to check all vehicles components step by step before travelling. These steps can educate public in order to improve their knowledge about road safety driving. Timeline This campaign will run for approximately six months, the schedule is outlined below: Task/2011 April May June July August September PSA Meeting PSA TV Ads Meeting TV Ads Print Ads Media Release Draft Media Kits FAQs Feature Story Free Test Drive Session Smart Driving Seminar Campaign Evaluation Budget 2011 Expenses Cost Public Service Announcement Have Toyotas name to be mentioned in 4 radio stations PSA for 4 months RM 20,000 (RM5000/Month) Advertisement Production of three ads in four languages Ads allocation on Buletin Utama (one month) Ads allocation in other languages on varying timeslots (one month) Newspapers advertising rate (two weeks) RM 120,000 RM 55,000 RM 25,000 RM 15,000 Free Test Drive Session Technical equipment and assistance fee (one month) RM 24,000 Smart Driving Seminar (twice in a month) Food and Beverages Technical equipment (speaker, projector, etc) Ushers fee RM 5,000 RM 5,000 RM 500 Media Release None Nil FAQ None Nil Feature Story None Nil Total costs RM 269,500 The total amount also includes the implementation fee for the campaign such as media monitoring, costs for the media release and media kits. Evaluation To determine how effective and successful campaign, there are some specific indicators which are used to measure the objective and the outcome of the campaign.The following indicators in which UMW Toyota Malaysia will use to evaluate are as follow: To inform public that the on-going recall issue does not affect Toyota Malaysia models.   A survey will be distributed to Toyota customers and public to see the number of them actually aware and heard of this on-going issue. This survey will determine public awareness of recall issue which is quite disturbing especially for Toyota customers. And by doing this campaign, hopefully we can determine whether public will get sort of consolation feelings and have nothing to be concerned about their Toyota vehicle afterward. To improve publics knowledge of safety and quality performance of Toyota vehicles  in Malaysia A survey questionnaire will be given to Toyotas customers and public who attend the free test driving session and smart driving seminar. They will be asked about how well their information and knowledge about safety driving before and after attending the events are. This will determine the level improvement of safety and quality performance of Toyota through their responses. To strengthen brand loyalty and positive perception between public and Toyota Malaysia Toyotas customers and public especially those who are attended the free test driving session and smart driving seminar will be handed out this survey. They will be asked to fill out some questionnaires regarding to on-going recall issue and give their perception about it as well as to see their enthusiasm towards the event and seminar. This action is conducted to see whether better perception and loyalty are achieved through this campaign.

Eating Disorders - Womens Magazines and Cinderella Essay -- Argument

Women's Magazines and Cinderella      Ã‚   In the world today much of the literature aimed at the feminine audience keeps us trapped in the role of "Cinderella." We think of ourselves as the poor, helpless, and uncared for woman who needs to be saved. The covers, the advertisements, and most articles in women's magazines reinforce what it means to be an ideal woman in today's society.    Pick up most any feminine magazine in your grocery store today, and it will define for you what it to be feminine in the year 2000. It defines most women as being slim happy wives, with great careers and wonderful children. One example of this journalistic nonsense is the magazine Redbook. The covers read like a map to any woman's (or man's) fairytale life. Headlines like "Burn Fat Faster at 25, 35, 45" (169) and "Perfect Skin: 77 quick tricks"(cover November) encourage us to be the best we can be in his eyes. Another headline tells us why it Rosie O'Donnell may never be slim (cover November). Why should she be? She's perfect, but n... ...f Leslie Jane Seymour, publishers Hearst Communications, Inc.. Redbook advertisement by Virginia Slim volume #192 November 1999, Pg. 12 Virginia Slims advertisement, Editor-in-Chief Leslie Jane Seymour, publishers Hearst Communications, Inc. Sommers, Jeff and Lewiecki-Wilson, Cynthia, From Community to College, Reading and Writing Across Diverse Contexts, authors and published by St. Martin's Press 1996, quote found on pg. 114 in "Listening" an essay by Sey Chassler, published in 1984 in MS. Magazine

Genie †The Wild Child Essay

Genie was discovered at the age of thirteen living completely isolated in a room in her parent’s house, with nothing to look at, restrained to a potty chair for most of her life. At this time, Genie was still wearing a diaper, did not have the ability to communicate and could barely walk. Her father’s reason for keeping Genie isolated was that he believed that she was retarded from birth. Her mother takes no responsibility, claiming she too was abused by her controlling husband. Both of her parents were charged with child abuse; but her father killed himself shortly after and her mother was able to beat the charges. Genie was taken to The Children’s Hospital of Los Angeles where she would meet several specialist assigned to her case. Shirley, an isolation specialist, stated that Genie was the most extreme case of isolation that he had encountered. Specialist started to run test to diagnose the extent of Genie’s deficiencies. Genie had a strange bunny walk, spat and clawed. It was believed that she was beat for making noise, so she remained silent. Was she born brain dead or did she become mentally challenged? First they conducted a test to monitor the electric activity in her brain. This four night study showed that Genie had a high number of sleep spindles, which shows abnormal brain wave patterns. By that spring, Genie had learned a hundred words and was beginning to speak verbally; which allowed her to express herself. Signs of her mental and physical growth were striving. She explored things using her lips and face. Doctors showed confidence in her success. Genie moved in with her Special Education teacher, Mrs. Butler. This was Genie’s first run in a foster home. Notes were taken on Genie’s obsession with hoarding objects, especially containers of liquid. This has also been recorded in other cases of isolated children. Mrs. Butler took it upon herself to cut off all contact with the other members of Genie’s case and filed a request to gain permanent custody, which was rejected by Social Services and Genie returned to Children’s Hospital for a short period of time. Genie was then placed with Mr. Riddler, who took on many of the roles in the case. Mrs. Riddler worked with Genie and taught her how to express her rage through fits, instead of physically hitting herself. She soon learned to verbally communicate her degree of unhappiness. Mrs. Riddle also helped Genie to verbalize memories from her past. Genie was able to use words and her vocabulary continued to grow. She started going to a nursery school and learned sign language. Case members still disagreed on Genie’s prognoses. Some believed that Genie was still brain dead from birth due to abnormal brain activity; while others believed that she had mental delays due to isolation, showing that her mental age was increasing. With all of Genie’s verbal achievements, she was not able to make grammatical sentences. In 1975 the research case on Genie ended and she returned to her mother’s care. Soon her mother realized that Genie was too much for her to handle and she was moved from foster family to foster family. Genie faced abuse and harassment during this time. In one situation, Genie was punished for vomiting, resulting in Genie refusing to open her mouth; ultimately, regressing Genie’s progress. Genie’s case strongly sides with the nurture debate. Emphasis is placed on Genie’s ability to overcome her early environment by allowing her to experience the world and to gain personal relationships. Genie’s ability to learn to verbalize after puberty shows that human development can occur and does not need to be learned during infancy. By Genie gaining personal relationships, she was able to learn how to express her emotions (happy, sad, angry). This proves that her environment is an important factor in her development. This study seems to be most consistent with Skinner’s Behavior Theory. Skinner believed that a person’s development was caused by the consequences of their behavior. An example would be when Genie was encouraged to speak and socialize, she did and enjoyed it. When Genie was punished for vomiting, she felt that opening her mouth was bad and stopped. Skinner also believed that the nurture side of the debate was important, development depends on experiences and people are shaped by their environment. All of which seem to be a theme in Genie’s case.

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