I Know Why The Caged Bird Sings - 948 Words

Maya Angelou is a poet and award-winning author known for her acclaimed memoir I Know Why the Caged Bird Sings and her many poetry and essay collections. So many things happen to Maya Angelou but she was amazing and a brave woman too not everyone would be same after what happen to her. Maya Angelou has become the most amazing singer, dancer, actress, poet and writer she is even an author of autobiography â€Å"I Know Why the Caged Bird Sings† a book that tells the things that setback and helped Maya to be who she is now. She had a lot of the events in her life that s helped and setback her life, this was part of her life now. The set setback that made a lot of impact in her life was, what helped her was when miss flower started teaching her literature. So the teacher that helped her is Miss Bertha flowers she helped Maya to talk again so she encouraged her into an interest in literature. Maya setbacks was her being raped by Mr. Freeman. This is a set back because she was very young for this to happen to her so she did not know how to handle it. She was thinking this man cared for her making her to sit on his lapped she thought it was okay now someone care for her. She lied in court being doing this because she thought they hate her she was wrong. When she was raped by Mr. Freeman at aged seven, this one was the worst because it was too traumatic for Chirah 2 A child to express. Maya was a girl who felt unwanted and lost by her own family then she met Mr. Freeman a man who caredShow MoreRelatedI Know Why The Caged Bird Sings1482 Words   |  6 Pages Maya Angelou tells of her life experiences and struggles in her book â€Å"I Know Why the Caged Bird Sings† that gives us insight about Maya’s life as a young black girl growing up in a time of racism. The novel discusses various forms of oppression that she had to face as well cope with them. Robert A. Gross wrote an analysis for Newsweek about the book and claimed that Angelou’s book is not only an interesting story of her own experience, but also a portrayal of a Southern black communityRead MoreI Know Why The Caged Bird Sings1555 Words   |  7 Pages28th of May 2014, she was an Activist, acclaimed American poet, storyteller and autobiographer. However, all her accomplishments were born out of abuse, violence, neglect and pain, that she wrote about in her autobiographical novel, I know why the caged bird sings which was published in 1969. In the book, she wrote not only about the conflicts that plagued her for much of her life but also how the role they played in her life. Particular problem areas discussed include, the difficulties she experiencedRead MoreI Know Why The Caged Bird Sings1445 Words   |  6 PagesPresentation I Know Why the Caged Bird Sings is a self-portraying record of Maya Angelou that shows how cherish for writing and having a solid character can assume a huge part in conquering bigotry and misery. Throughout the story, it is clear that Maya changes from being a setback of bigotry to end up distinctly a young lady with self-nobility and character that helps her to conquer partiality. The setting of I Know Why the Caged Bird Sings concentrates on the issues connected with bigotry thatRead MoreI Know Why The Caged Bird Sings1126 Words   |  5 PagesMaya Angelou was a gifted woman with one of the greatest voices of African American literature. Previously known as Marguerite Johnson, she was one of the most important women of our time. She was best known for her autobiography I Know Why the Caged Bird Sings. Not only was Maya Angelou able to overcome all the racial discriminations and interferences that she endured growing up, she was also able to prove to many people what a successful African American author and activist she was. She was a womanRead MoreI Know Why The Caged Bird Sings2695 Words   |  11 Pages I Know Why the Caged Bird Sings According to Willard Scott, â€Å"Positive Feelings come from being honest about yourself and accepting your personality, and physical characteristics, warts and all; and, from belonging to a family that accepts you without question.† Maya Angelou illustrates this in I Know Why the Caged Bird Sings, an autobiography on herself. It illustrates Maya Angelou’s struggles of accepting herself because of some cruel experiences in her life. Maya was an African American girlRead MoreI Know Why The Caged Bird Sings Essay1097 Words   |  5 Pagesministry. She wrought a best-selling auto biography â€Å"I know why the caged bird sings†. Trough-out her legacy she continuously created poems promoting civil rights from her personal and social views. â€Å"still I rise â€Å"is one of her earlier working but is still consider one of the greatest poems on discussing the social views at the time of tis publishing and still hold value to todays current events. This text wil l be Analysing the poem â€Å"still I rise† But first discussing the experiences that Maya AngelouRead MoreI Know Why The Caged Bird Sings2495 Words   |  10 PagesIn the memoir, I Know Why the Caged Bird Sings, Maya Angelou presents the theme: coming of age. This theme is shown throughout the book many times, especially when something big happens to her, changing the way that she reacts to things and the way that she sees things. Another way that this theme is shown throughout the book is the way that she words things in the beginning, vs the way that she words things in the end. The change in her writing style and her language shows this. Not only was sheRead MoreEssay on I Know Why The Caged Bird Sings1319 Words   |  6 Pagesstreet cars 5) Key Statements About the Character amp;nbsp;a) â€Å"Ritie, don’t worry ‘cause you ain’t pretty. Plenty of pretty women I seen digging ditches or worse. You smart. I swear to God, I rather you have a good mind than a cute behind.† (p.56) amp;nbsp;b) â€Å"In those moments I decided that although Baily loved me he couldn’t help. †¦ I knew that because I loved him so much I could never hurt him† (p. 73) 6) Key Actions amp;nbsp;a) Father comes to Stamps and takes them to their mother amp;nbsp;b) MovesRead MoreEssay on I Know Why the Caged Bird Sings1048 Words   |  5 Pagescontribute to the way she grows up and the person she becomes. Despite some of her tragic circumstances, she learns a lot growing up, mainly because of the African-American women in her life who teach her all different life lessons. In I Know Why the Caged Bird Sings, Marguerite gets to absorb teachings from her mother (Vivian), Mrs. Bertha Flowers, and her grandmother (Momma). These women allow Marguerite to learn and grow as an African-American female, all while paving her own way. MargueriteRead More I Know Why The Caged Bird Sings Essay730 Words   |  3 Pages Three primary problems â€Å"cage† Maya Angelou in her autobiographical book I Know why the Caged Bird Sings. The most pressing of these issues was probably the fact that Maya lived in the highly segregated south. Another factor of her imprisonment was because Maya, also known as Marguerite, was a social outcast, with very few friends other then relatives. Finally, the main character was entrapped because of her unusual sexual exposure. Over all, the highly segregated life she led, her exclusion socially

Dunkirk Evacuation

From May 26 to June 4, 1940, the British sent 222 Royal Navy ships and about 800 civilian boats to evacuate the British Expeditionary Force (BEF) and other Allied troops from the seaport of Dunkirk in France during World War II. After eight months of inaction during the Phoney War, British, French, and Belgian troops were quickly overwhelmed by Nazi Germany’s blitzkrieg tactics when the attack began on May 10, 1940. Rather than be completely annihilated, the BEF decided to retreat to Dunkirk and hope for evacuation. Operation Dynamo, the evacuation of over a quarter million troops from Dunkirk, seemed a near impossible task, but the British people pulled together and ultimately rescued about 198,000 British and 140,000 French and Belgian troops. Without the evacuation at Dunkirk, World War II would have been lost in 1940. Preparing to Fight After World War II started on September 3, 1939, there was a period of approximately eight months in which basically no fighting occurred; journalists called this the â€Å"Phoney War.† Although granted eight months to train and fortify for a German invasion, the British, French, and Belgian troops were quite unprepared when the attack actually began on May 10, 1940. Part of the problem was that while the German Army had been given hope of a victorious and different outcome than that of World War I, the Allied troops were uninspired, sure that trench warfare once again awaited them. The Allied leaders also relied heavily on the newly built, high-tech, defensive fortifications of the Maginot Line, which ran along the French border with Germany – dismissing the idea of an attack from the north. So, instead of training, the Allied troops spent much of their time drinking, chasing girls, and just waiting for the attack to come. For many BEF soldiers, their stay in France felt a bit like a mini vacation, with good food and little to do. This all changed when the Germans attacked in the early hours of May 10, 1940. The French and British troops went north to meet the advancing Germany Army in Belgium, not realizing that a large portion of the German Army (seven Panzer divisions) were cutting through the Ardennes, a wooded area that the Allies had considered impenetrable. Retreating to Dunkirk With the German Army in front of them in Belgium and coming up behind them from the Ardennes, the Allied troops were quickly forced to retreat. The French troops, at this point, were in great disorder. Some had become trapped within Belgium while others scattered. Lacking strong leadership and effective communication, the retreat left the French Army in serious disarray. The BEF were also backpedalling into France, fighting skirmishes as they retreated. Digging in by day and retreating at night, the British soldiers got little to no sleep. Fleeing refugees clogged the streets, slowing the travel of military personnel and equipment. German Stuka dive bombers attacked both soldiers and refugees, while German soldiers and tanks popped up seemingly everywhere. The BEF troops often became scattered, but their morale remained relatively high. Orders and strategies among the Allies were changing quickly. The French were urging a regrouping and a counterattack. On May 20, Field Marshal John Gort (commander of the BEF) ordered a counterattack at Arras. Although initially successful, the attack was not strong enough to break through the German line and the BEF was again forced to retreat. The French continued to push for a regrouping and a counteroffensive. The British, however, were starting to realize that the French and Belgian troops were too disorganized and demoralized to create a strong enough counteroffensive to halt the highly effective German advance. Much more likely, believed Gort, was that if the British joined the French and Belgian troops, they would all be annihilated. On May 25, 1940, Gort made the difficult decision to not only abandon the idea of a joint counteroffensive, but to retreat to Dunkirk in the hopes of an evacuation. The French believed this decision to be desertion; the British hoped it would allow them to fight another day. A Little Help From the Germans and the Defenders of Calais Ironically, the evacuation at Dunkirk could not have happened without the help of the Germans. Just as the British were regrouping at Dunkirk, the Germans stopped their advance just 18 miles away. For three days (May 24 to 26), German Army Group B stayed put. Many people have suggested that Nazi Fuhrer Adolf Hitler purposely let the British Army go, believing that the British would then more readily negotiate a surrender. The more likely reason for the halt was that General Gerd von Runstedt, the commander of German Army Group B, didn’t want to take his armored divisions into the swampy area around Dunkirk. Also, the German supply lines had become greatly overextended after such a quick and lengthy advance into France; the German Army needed to stop long enough for their supplies and infantry to catch up. German Army Group A also held off attacking Dunkirk until May 26. Army Group A had become entangled in a siege at Calais, where a small pocket of BEF soldiers had holed up. British Prime Minister Winston Churchill believed the epic defense of Calais had a direct correlation to the outcome of the Dunkirk evacuation. Calais was the crux. Many other causes might have prevented the deliverance of Dunkirk, but it is certain that the three days gained by the defence of Calais enabled Gravelines waterline to be held, and that without this, even in spite of Hitler’s vacillations and Rundstedt’s orders, all would have been cut off and lost.* The three days that German Army Group B halted and Army Group A fought at the Siege of Calais were essential in allowing the BEF a chance to regroup at Dunkirk. On May 27, with the Germans once again attacking, Gort ordered a 30-mile-long defensive perimeter to be established around Dunkirk. The British and French soldiers manning this perimeter were charged with holding the Germans back in order to give time for the evacuation. The Evacuation From Dunkirk While the retreat was underway, Admiral Bertram Ramsey in Dover, Great Britain began considering the possibility of an amphibious evacuation starting on May 20, 1940. Ultimately, the British had less than a week to plan Operation Dynamo, the large-scale evacuation of British and other Allied troops from Dunkirk. The plan was to send ships from England across the Channel and have them pick up troops waiting on the beaches of Dunkirk. Although there were over a quarter of a million troops waiting to be picked up, the planners expected to only be able to save 45,000. Part of the difficulty was the harbor at Dunkirk. The gentle shelving of the beach meant that much of the harbor was too shallow for ships to enter. To solve this, smaller craft had to travel from ship to beach and back again to gather passengers for loading. This took a lot of extra time and there were not enough small boats to fulfill this job quickly. The waters were also so shallow that even these smaller craft had to stop 300 feet from the waterline and soldiers had to wade out to their shoulders before they could climb aboard. With not enough supervision, many desperate soldiers ignorantly overloaded these small boats, causing them to capsize. Another problem was that when the first ships set out from England, starting on May 26, they didn’t really know where to go. Troops were spread out over 21-miles of beaches near Dunkirk and the ships were not told where along these beaches they should load. This caused confusion and delay. Fires, smoke, Stuka dive bombers, and German artillery were definitely another problem. Everything seemed to be on fire, including cars, buildings, and an oil terminal. Black smoke covered the beaches. Stuka dive bombers attacked the beaches, but focused their attention along the waterline, hoping and often succeeding in sinking some of the ships and other watercraft. The beaches were large, with sand dunes in the back. Soldiers waited in long lines, covering the beaches. Although exhausted from long marches and little sleep, soldiers would dig in while waiting their turn in line – it was too loud to sleep. Thirst was a major problem on the beaches; all the clean water in the area had been contaminated. Speeding Things Up The loading of soldiers into small landing craft, ferrying them to the larger ships, and then coming back to reload was an excruciatingly slow process. By midnight on May 27, only 7,669 men had made it back to England. To speed things up, Captain William Tennant ordered a destroyer to come directly alongside the East Mole at Dunkirk on May 27. (The East Mole was a 1600-yard-long causeway that was used as a breakwater.) Although not built for it, Tennant’s plan to have troops embark directly from the East Mole worked wonderfully and from then on it became the main location for soldiers to load. On May 28, 17,804 soldiers were taken back to England.   This was an improvement, but hundreds of thousands more still needed saving. The rearguard was, for now, holding off the German assault, but it was a matter of days, if not hours, before the Germans would break through the defensive line. More help was needed. In Britain, Ramsey worked tirelessly to get every single boat possible – both military and civilian -- across the Channel to pick up the stranded troops. This flotilla of ships eventually included destroyers, minesweepers, anti-submarine trawlers, motor boats, yachts, ferries, launches, barges, and any other kind of boat they could find. The first of the â€Å"little ships† made it to Dunkirk on May 28, 1940. They loaded up men from the beaches east of Dunkirk and then headed back through the dangerous waters to England. Stuka dive bombers plagued the boats and they had to be constantly on the lookout for German U-boats. It was a dangerous venture, but it helped save the British Army. On May 31, 53,823 soldiers were brought back to England, thanks in a large part to these little ships. Near midnight on June 2, the St. Helier left Dunkirk, carrying the very last of the BEF troops. However, there were still more French troops to rescue. The crews of the destroyers and other craft were exhausted, having made numerous trips to Dunkirk without rest and yet they still went back to save more soldiers. The French also helped by sending ships and civilian craft. At 3:40 a.m. on June 4, 1940, the very last ship, the Shikari, left Dunkirk. Although the British had expected to only save 45,000, they succeeded in rescuing a total of 338,000 Allied troops. Aftermath The evacuation of Dunkirk was a retreat, a loss, and yet the British troops were greeted as heroes when they got home. The whole operation, which some have termed â€Å"the Miracle of Dunkirk,† gave the British a battle cry and became a rallying point for the rest of the war.    Most importantly, the evacuation of Dunkirk saved the British Army and did allow it to fight another day.    * Sir Winston Churchill as quoted in Major General Julian Thompson, Dunkirk: Retreat to Victory (New York: Arcade Publishing, 2011) 172.

Animal Testing Is Wrong And Cruel Animals - 1195 Words

Being away at college makes you realize all the little things that you miss. Something’s that you did not even know you liked, loved, or would even miss when you are away from home for weeks at a time. My favorite part about coming home is the second I walk through the door, I am greeted by my dog. I always thought she was the biggest pain in the butt that liked to eat my favorite pieces of clothing. But seeing how happy she is when I come home makes me grateful for her. So my love for my dog has made me realize that animal testing is wrong and cruel to animals. I will be going over some of the history of animal testing, giving examples of some of the tests that are being performed, and mentioning some of the laws and acts created. While reading through this think is this test necessary when the animals will be put through cruel procedures. This is why I think that animal testing should be reevaluated to see if it is really worthwhile. What is animal testing some people ask, a nd why is it such a big deal? The definition that the Human Society International gave was animal testing is preforming procedures on living animals to future basic research for biology, diseases, and new medicines. Animal testing becomes a big deal when there are test that are just cruel and have no real outcome that will help humans. The first animal tests started with Aristotle and Erasistratus back in the third and fourth century BCE. Then in the second century, Galen started dissecting pigs andShow MoreRelatedAnimal Testing Is Cruel Or Beneficial?1154 Words   |  5 PagesDo you know what happens behind the closed doors of scientist labs? You probably do not because of the cruel things that animals go through every day. People probably don t think this is a big deal, but I am neutral on the subject. But, I do see the wrong and right things that are happening. Animals are taken advantage of in terrible ways every single day in scientists labs all around the world. But, they he lp us with many health benefits. Health benefits at could change and even cure some diseasesRead MoreAnimal Testing Should Be Banned Essay537 Words   |  3 Pagesmillions of animals are used to test how safe and effective products, such as cosmetics, are. They are genetically modified, force-fed harmful chemicals, blinded, scalded, and maimed. How could one not object to this awful cruelty? Animal testing should be banned because it is cruel, unnecessary, inaccurate, and expensive. The very first reason why animal testing should be banned is elementary: it is cruel and unnecessary. Approximately 17-22 million animals are used for testing each year inRead MoreThe Effects Of Animal Cruelty1691 Words   |  7 PagesAnimal cruelty has become a problem, it is causing harm to the animals lives. Animal Cruelty is the suffering of an animal, whether it is caused on purpose or not. There are other things that are cruel to animals, such as the testing of animals. These animals have no protection by law, which means they can be used for any testing. This is unacceptable, unfair, and cruel that these animals have to be used in testing. Animals are just as important as humans. Their are those who believe that it is okayRead MoreAnimal Testing Is Wrong1495 Words   |  6 PagesHarmful Testing on Animals is Wrong In American society, many groups and organizations are debating whether or not animal testing should be banned. Some people believe that there are reasons why animal testing should be done. Others believe that animal testing is morally wrong. Some experts believe that there are other options available. I believe that animal testing is wrong based on three observations: animal testing is unethical, pointless, and abusive. Numerous years ago, animal testing was startedRead MoreAnimal Testing Should Not Be Banned1136 Words   |  5 PagesAnimal experimentation is not the most accurate testing, just because some medicine and cosmetic product pass an animal test it doesn’t mean it has a beneficial effect on humans. Animal tests have evolved in many ways throughout history in negative and positive ways. A strong negative being that we are different from animals but not just animals we are also different from each other. There are many arguments that we humans wouldn’t be where we are today if it wasn’t for reliance on animal testingRead MoreAnimal Experimentation Should Not Be Banned857 Words   |  4 Pagesmeaning about animal experimentation. Animal experimentation is the use of animals, mostly monkeys, on research. Reason being as to why monkeys is because monkeys are far more intelligent than other animals. Animals are stripped from the environment and are tested on so scienti sts can make products safe for humans. The big problem is that it is inhumane. Animal experimentation should and needs to be stopped because it is cruel, unethical, and not reliable. Having scientists test on animals is cruelRead MoreEssay on The Use of Animal Research 1431 Words   |  6 PagesHow will animal research tell us the outcomes of the human body? How can we live longer and healthier lives with the use of animals? Do animals have a link to the human body that we are able to prove that trying new drugs or new cosmetics will be a benefit for us? I disagree. I believe we test on animals to figure out what are the possible outcomes for humans; however, the use of animals is cruel and unnecessary because they do not have a similar body system as humans do. We use at least a millionsRead MoreJunior Rios. Britschgi. English 3. March 21St, 2017. Animal1004 Words   |  5 PagesBritschgi English 3 March 21st, 2017 Animal Testing Throughout the years the use of animals in medical research has been a hot debate around the world. Although animal testing may be cruel and inhumane, thousands of humans are saved thanks to the research that animals supply researchers with. Animals testing have taken over our knowledge of medicine and treatments to a whole different level. Animal testing also does this in a cheap and effective way. Without animals testing out knowledge wouldn’t be up toRead MoreMedical Testing on Animals is Considered Animal Cruelty Essay1020 Words   |  5 PagesResearch on living animals has been practiced since at least 500 BC. Over 25 million animals are tested in labs every year. They are used for medical and scientific research. The animals used in research often undergo cruel experimentations and suffer through the pain. During medical testing, less than 2% of human illnesses are seen in animals, therefor medical testing on animals is cruel and pointless. Medical testing on animals sh ould be illegal because products that pass animal tests end up harmingRead MoreAnimal Testing Should Be Banned1613 Words   |  7 PagesStates, over seventy million animals are hurt and killed due to scientific research. Many brands have taken the pledge to become cruelty free, but there are still multiple brands that are continuing to use animals to test their products. Animal testing should be banned because it is cruel, often ineffective, can not detect for many diseases that humans are exposed to, and can be unsafe due to the differences between animals and humans. Animal testing has been seen as cruel and inhumane for hundreds

Case study on Marketing Management Success Secret behind Hybrid Cars

Question: Describe about Market Description, PESTLE Analysis and Market segmentation and targeting of Hybrid Cars Of Toyota? Answer: Introduction Marketing management is considered as a subject that encompasses all the functional activities of the firm in context of their customer base build-up and maintenance (Chesbrough, 2009). As competition is increasing in the global business scenario, the process of marketing and its related activities have also transformed. Now firms are trying to develop a long-term sustainable relationship with their customers instead of only creating product and service awareness. Apart from these, technological growth has also contributed in the evolution of marketing processes across the global business scenario. The report focuses on the marketing management processes implemented by Toyota for their hybrid cars. Background of Organisation: Toyota Motor Corporation is one of the largest organisations in the global automotive industry. Toyota is a Japanese manufacturer of automobile and automobile parts and is headquartered in Aichi, Japan. Considering their financial segment, Toyota has been ranked as the 12th largest company in the world in context of revenue generation (Toyota, 2014). The product base of the company is a diverse offering which reflects quality and innovation amalgamated for serving consumer needs (Toyota, 2014). From the first automobile produced by Toyota as Toyota AA and till the latest designs of hybrid, electric and smart cars, Toyota has marked a revolution in the production and management system of automobile industry (Toyota, 2014). Toyota also known as the father of lean production system has introduced many new operational concepts such as Lean, JIT, Jidoka, Kanban, etc. The entire workforce of Toyota consists of almost 350000 employees who are dedicated towards the organisational aims and ob jectives (Toyota, 2014). Market Description The automobile market can be mainly segmented into three categories namely, luxury cars, consumer cars and sports cars (Boulton, Libert and Samek, 2009). The firms operating in the automobile industry can opt to operate in all the three segments or just be specialised in production of any one type of vehicle. Big players of the industry such as Volkswagen, General Motor, BMW, Toyota, Mitsubishi are renowned for having a diverse product base that operates in all the major automobile markets (Cool and Schendel, 2010). With highest production capability and a large range of product base, German automobile giant Volkswagen is known to be the leader of the industry in all the three segments Considering the market of hybrid cars, Toyota and Volkswagen are the leaders of the segment. They have focuses on more specific needs of the consumers and also directed their operational process to fulfil consumer expectations and also ensure sustainability in their business process. Toyota products such as Prius, Auris, Prius + and the new Yaris have been proclaimed to be among the best cars in the hybrid section. Toyota Prius and Yaris have also been ranked as number 6 and 8 in the list of top 10 hybrid cars (Toyota, 2014). The top position in this segment is held by BMWs i3. The competition among the top players of the industry is fierce which has also increased the focus of the management of the concerned firms towards the marketing practices. Companies such as Volkswagen, BMW and Mercedes who were not known for their traditional marketing aspects have started communicating with their consumers via various marketing means in order to improve the scope of future business sustainab ility in the competitive market place. PESTLE Analysis: Figure 1: PESTLE Analysis (Source: Parasuraman and Grewal, 2008, p - 56) Political: The political scenario of Japan and the global market place is being mainly driven by the economic contribution of the organisations towards national requirements. This is one of the major factors that have helped Toyota lead the automobile industry. Being the 2nd largest company in Japan, in terms of market capital, Toyota has continuously shown their support for political stability (Glowik and Smyczek, 2011). However, changes in political scenario of overseas countries have resulted in barriers as taxation policies and other regulations also change with the changes in the Government of a nation. Economical: The economical strength of the nation is one of the major factors that influence the operations of the automobile industry. The recent global financial meltdown of 2007-08 is an apt example of economic impact on the operations of the automobile firms. In major automobile markets such as America and Europe, the consumer spending power reduced because of the recession and hence the sales also reduced (Hall, 2011). However, Toyota was among the few firms which were able to generate profits during the recession because of in-depth penetration in the Asian markets such as India and China (Lavie, Haunschild, and Khanna, 2012). Social: The social aspect is related to the lifestyle of the people, their taste and preferences. The concept of hybrid cars in this regard has increased the viability of the vehicles in the industry (Parasuraman and Grewal, 2008). On the other hand, consumer groups who are price sensitive are also engaged with the automobile market because of the low fuel consumption of the cars. However, country of origin affect may hamper the business opportunities of Toyota in some countries such as China (Douglas and Craig, 2007). But Cannon and Homburg (2008) stated that as urbanisation is increasing the scope of automobile industry is further expected to increase in the business segment. Technological: Technological contribution is one of the pillars of automobile industry that has a large share in the development and growth of the global automobile industry. The technological changes taking place in the consumer and seller segments have created a better opportunity for the parties to communicate and understand each other. The entire concept of hybrid cars is another contribution of technology on the operations of the automobile firms (Baker, Nancarrow and Tinson, 2009). Focusing on the operational activities of Toyota, most of their supply chain system is designed on automated systems which again another technological support is provided for maintaining the daily activities of the company (Alvarez, and Casielles, 2008). Legal: The legal factors relating to the operations of the automobile industry is mainly related to the taxation aspects for import and export of goods. The multinational organisations such as Toyota, Mitsubishi and Volkswagen have set up manufacturing units in various geographic regions for reducing the taxation imposed on the business (Viardot, 2007). Other important aspect is based on the environmental concerns such as pollution and waste management process of the business. Environmental: The environmental concerns for the automobile industry are one of the primary barriers for business growth. The rapid urbanisation and the increase in the consumption of automobiles have also subsequently increased the environmental concerns. Global authorities such as EU and UNESCO have provided standards for operations in order to reduce the overall carbon footprint of the industry and manage the industrial wastage (Doyle and Stern, 2010). Porters Five Forces: Competitor Analysis (High): The automobile market is highly competitive because of the growing demand of the consumers and also the increasing rate of urbanisation. The aspect of globalisation has also enhanced the scope of the companies operating in the concerned sector. Big players such as Volkswagen, Mercedes, General Motors, Ford, Toyota, etc are battling it out for being the best service provider (Bowman and Gatignon, 2010). The focus of these organisations has however mainly aligned towards the emerging BRIC nations (Barker and Chitty, 2009). Apart from this, the growth of popularity of the hybrid and sports cars segment has also increased the complexity of operations as business firms. The hybrid car segment has also been considered as the most value added car segment for the consumers considering the consumption of fuel. Companies such as Toyota, Volkswagen and BMW are among the leaders in the hybrid section of automobile industry (Adair, 2011). Figure 1: Porters Five Forces (Source: Aaker, 2010, p - 69) Threats of new entrants (Moderate): The threats of the new entrants are considerable low in the automobile industry because of the high capital requirements and strict regulatory requirements of the industry (Aaker, 2010). On the other hand, new firms are entering the industry not as complete manufacturers but as producers and providers of individual parts (Viardot, 2007). This is reducing the customer contact of the existing firms and also creating scope for joint operations of the new producers. Threats of substitute products (High): The substitute products for automobile industry are low considering other means of transportation as only the public mode such as bus and other commercial public transport systems. However, similar products are increasing in the market which is also fuelling the competition among the firms. Products such as Toyota Prius + and Volkswagen Golf Hatchback are almost similar in context of features and fuel consumption (Hall, 2011). These factors suggest the requirement for more intense innovation in the operational process of the firms. Bargaining Power of Consumers (Low): Although the number of firms operating in the automobile segment is increasing but the bargaining power of the consumers remains to be minimal. This is mainly because of the brand value of the products and the high brand switching cost attached with the products (Bowman and Gatignon, 2010). The consumer power however has started to increase with the increase in the access to market information courtesy improvement in information and technology aspects (Lavie, Haunschild, and Khanna, 2012). Bargaining Power of Suppliers (Moderate): The bargaining power of the suppliers have been considered to be moderate because of the specific nature of demands of the automobile firms. The requirements of quality standards and technological compatibility of the products are among the primary needs of the companies which allow the suppliers to maintain their pricing process (Hall, 2011). However, organisations such as Toyota have reduced the bargaining power of the suppliers by introducing vertical integration in their supply chain (Viardot, 2007). Apart from this, the high brand equity of the firms also reduces the bargaining power of the suppliers. Market segmentation and targeting: The market segmentation of Toyota for the hybrid cars will mainly depend upon the services and features of the concerned product base. The hybrid cars are mainly appreciated by the consumers because of their low fuel consumption and ability to use different sources of energy such as electricity, petrol or diesel (Hall, 2011). This allows the producers to target the middle income groups of the society whose decisions are based on utility of the vehicle and value for money. Another segmentation of the consumer group can be based on the age which allows the manufacturers to focus on a younger consumer group. For Toyota, the focus has always been the mass consumers rather than the niche consumers (Bowman and Gatignon, 2010). Their products are designed for the daily usage of the customers and thus, the market segmentation of the consumers will not be a new aspect in their product launch or promotional process. The targeting of the consumers will also depend on the segmentation and positioning aspects of the consumers group. The primary target for the hybrid car section of Toyota will be the emerging nations and the major markets of Europe. Toyota already is the top firm in the domestic market but considering their multinational operations, the company needs to enhance its brand equity (Hall, 2011). The price sensitive consumer groups are the major target for Toyota. Countries such as India, Brazil and Russia are the potential market growth scopes for the company considering their capital structure and the increasing purchasing power parity of the consumers of the above mentioned nations (Viardot, 2007). Although, America is still overcoming the after-effects of the global recession, sales in US will boost the brand name of Toyota and also help them in expanding to other sections such as Middle East and African markets. The target markets have been decided mainly on the basis of the consume r purchasing power. Customer Behaviour: The consumer behaviour analysis is based on the target markets selected for the launch or introduction of hybrid cars of Toyota in the above segment. The nature of the consumers can be evaluated based on their needs and expectations from the available brands. The consumer needs have changed with the increase of the market information available to them (Aaker, 2010). However, Bowman and Gatignon (2010) mentioned that consumer expectations in context of the automobile products and services are now focused on their environmental sustainability. Furthermore, Lavie, Haunschild, and Khanna (2012) added that as the fuel prices are increasing all over the world, consumers also consider the consumption capability of the vehicles. These factors have a direct impact on the consumer behaviour of the automobile industry. Another crucial aspect of the consumer behaviour depends upon the economic status. The economic instability created in most of the major markets of the automobile industry has re sulted in slow growth and revenue generations for the companies. For instance, Ford Motors faced a negative revenue stream till 2011 before they could regenerate profit from their operations (Adair, 2011). The consumer behaviour also depends on social factors such as country of origin. The political and historical relationship of the host nations with the country of origin of the manufacturer plays a crucial role in the consumer decision making process (Aaker, 2010). This is also focused on the emotional and psychological aspects of the consumers. Apart from this the positioning of the brands also influences the consumer behaviour towards the brand or the products of a particular brand. For instance, the positioning of Volvo vehicles for American consumers is that of a safe car and hence consumers needing a safe vehicle opt for Volvo cars. Apart from these, the marketing process, promotional aspects and the consumer relationship of the manufacturers are also influencing factors which help the consumer make the decision for their preferred vehicles. However, as per the observation of Glowik and Smyczek (2011), consumers are now thinking logically for purchasing their products which has reduced the influence of sellers on their decision making process. Marketing Mix: Product: The product base considered for this marketing mix is the hybrid car section of Toyota. The hybrid cars produced by Toyota are mainly for the middle income group consumers. The cars are designed in a manner so that the cost of operations is less and the end price can be set in accordance with the market standards. Products such as Yaris and Prius have already made huge impact on the market of the hybrid cars (Glowik and Smyczek, 2011). Toyota is mainly trying to increase the engine performance of their products and reduce the fuel consumption rate (Lavie, Haunschild, and Khanna, 2012). They are also trying to enhance the electricity consumption process so that the utilisation of fuel can be reduced. Place: The place signifies the markets selected for the products. As mentioned above, Toyota is focusing on the emerging BRIC nations. India has come up as a major market for the automobile companies. Apart from this China has also transformed to a big market place for the automobile market (Glowik and Smyczek, 2011). Both these countries have focused on enhancing and improving their infrastructure and transportation process (Aaker, 2010). These two countries will be the major markets for Toyota Hybrid cars in Asia. On the other hand, the market of Brazil and Russia are not as price sensitive as the markets of India and China (Adair, 2011). Toyota will have to promote their brand and utility in these markets for promoting their hybrid vehicles. Price: The pricing process of the Toyota products are mainly focused on the market standards and the purchasing capability of the consumers. The price of Prius in UK is around 22000 and that of Yaris is within 10000-20000 (Lavie, Haunschild, and Khanna, 2012). In comparison to other hybrid cars, the pricing of Toyota can be observed as economy pricing. This is also a form of penetration considered by Toyota for building their product market in overseas. Promotion: The promotional process to be utilised by Toyota will focus on a customised method of both online and traditional promotional means. The traditional promotional means of the company will include television ads, kiosks and banners posted in the markets and industrial hubs of the nations (Glowik and Smyczek, 2011). The online marketing process will mainly focus on building consumer relations. Social media marketing, SEO, viral marketing will be the most preferred form of marketing to be considered by Toyota for launching their hybrid models (Adair, 2011). The promotional process will also indulge in creating public relations with the stakeholders so that genuine information can be processed to the consumer base. Recommendations: Based on the findings of the study, the primary recommendation for Toyota will be to enhance their branding activities in the overseas markets. Toyota is a known name in the international business segment however the domestic firms are still leveraging the advantage of home nation despite of the superior quality of Toyota products. These factors have to be nullified for improving the business performance of Toyota Hybrid cars in the international business segments. Another crucial recommendation will be to utilise the core strengths of the company for value added production process i.e. the supply chain management process Toyota supply chain is known for continuous improvement and adaptations to the changing business environment. In this regard, Toyota should focus on further improving their supply chain for creating innovative aspects in the Hybrid cars while maintaining the price tags of the products. This will provide them a cost competitive advantage in the price sensitive zones and help them develop a long-term sustainable business process. Conclusion The report is based on the marketing management process of Toyota in context of their hybrid models of vehicles. The automotive industry is one of the most fiercely competitive segments of the global market place. The growth of the business for Toyota has been continuous since their launch. The importance of Hybrid cars in the present conditions is mainly based on their environmental significance. This has prompted the big players and competitors of Toyota such as Volkswagen, BMW to produce hybrid cars and serve the customer needs. However, Toyota being a firm focused on technological intelligence and resource utilisation should be able to enhance their market presence by engaging in online and offline marketing processes in target markets. The business process of Toyota will also need to focus on building unyielding customer relationships and enhance consumer brand loyalty for the business. Reference List: Aaker, D. 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