Helmets are an integral part of any riders gear and those who would like to ride without them ought to be made fully aware of the implications of doing so. Most states have made it mandatory to use helmets when riding a motorcycle. The point of the helmets is to reduce the injuries that a person may be exposed to in case an accident occurs. However, this point hardly holds any water since it is always the prerogative of the rider to opt whether to keep out of harm’s way or stay in it. The argument that a person will reduce the amount of injuries that he or she may incur in case of an accident by wearing a helmet is sort of like saying it is okay to have unprotected sex with a commercial sex worker as long as you use a protective sheath. More efforts should be put into encouraging the riders and drivers to operate the vehicles and motorcycles in appropriate ways that will ensure that accidents do not occur. This paper aims to show why mandatory helmets laws are not a solution to keeping people safe and out of harm’s way. The piece further elucidates that it is crucial for the authorities to put more emphasis on safe operation of vehicles and motorcycles rather than enforce laws that seem to be inclined towards a negative outcome or effect such as an accident. It covers the pessimistic angle that the helmet laws stress on by encouraging users to practice safe riding and driving.
As much as the laws in most federal laws and programs in majority of the states go ahead and promote safety when riding motorcycles and prevention of accidents, as well as the use of protective gear when riding, the use of helmets ought not to be made compulsory. Majority of the efforts that are spent on enforcing the use of protective gear such as helmets should be directed towards preventing the accidents from taking place rather than placing more emphasis on what the riders of motorcycles ought to be wearing. States like Ohio have managed to come to a consensus or stalemate by enacting a law on motorcycle helmets that indicate “operators 18 years of age or older who have had a valid license for over a year do not have to wear a safety helmet under Ohio law” (Aninao, 1993, p. 8).
Individual choice and freedom ought to be respected at whatever cost. Forcing a biker to wear a helmet is tantamount to invading his or her rights to making personal decisions. He or she ought to be left alone to make a decision on whether or not to wear a helmet. The rider will be fully aware of the danger of getting serious head injuries, and thus, the need for extra precautions when riding. Cairns (1943) put out a number of groundbreaking articles that “used clinical case reports to show that motorcycle crash helmets mitigated the severity of head injuries suffered by military motorcyclists during crashes” (p.592). In any case, the helmet will only serve to offer a false sense of safety, which will only entice him or her to ride at break neck speeds with the frame of mind that in case an accident occurs, the helmet will save his or her life. This false hood is never passed on to the riders. It will be much easier to get the rider to understand that it is wise to ride a motorcycle at safe speeds and take extra care since the lack of a helmet may increase the injuries that he or she may receive in case of an accident. It is always good to maintain an optimistic point of view especially when going out for a drive or ride. This means that one ought to try to avoid thinking that every time he or she is going to operate a vehicle they ought to expect only the worst outcome (Teret, 1981). If all of the drivers and riders are able to realize the advantages of practicing safe, riding and driving rather than relying on protective gear such as seat belts and helmets, then the world will surely be a better place.
There is nothing more effective than a safe driver who takes extra caution not to be reckless on the roads. This is the frame of mind that all road users ought to be put into, so that they may realize the dangers of operating their vehicles and motorcycles carelessly. The use of helmets ought t to be encouraged rather than required. There are many other life-threatening activities that people indulge in yet they have never been banned (Baker, 1980). These include smoking, unhealthy eating habits such as eating junk food all the time, and HIV from having unprotected sex. An individual can avoid having unprotected sex or eating healthy foods to keep healthy. A rider should also be given the choice to make a decision to wear a helmet or not. Ultimately, it is the life of the rider of the motorcycle that is at risk and not the lives of others. Knowles (1977) contentious but mind-jogging critique – The Responsibility for the Individual – affirmed, “Individual lifestyle choices determined the major health risks for Western society” (p. 57).
It is best to state that people will never be safe from accidents as long as they do not understand the importance of safe riding as well as driving. Moreover, in seeking a solution to the current rise in accidents on the road, the matter that should be of more concern is the operation of the vehicle rather than the safety measures and gear that the operator has made use of. People ought to be encouraged to practice safe driving techniques instead of insisting on them wearing safety belts. The belts ought to come in as a standard operating procedure that the operator should use. In the same breath, wearing helmets ought to be secondary and what should be addressed is the matter of the rider taking precautions.
References
Aninao, J. (1993). State motorcycle helmet laws, their statutory citations, and the legislative history of Ohio’s helmet law. Columbus, Ohio: Ohio Legislative Service Commission.
Baker, S. (1980). On lobbies, liberty, and the public good. American Journal of Public Health, 37(3), 570-573.
Cairns, H. (1943). Head injuries in motorcyclists, with special reference to crash helmets. British Medical Journal 25(1), 592–598.
Knowles, J. (1977). The responsibility of the individual. Daedalus, 14(7), 57–80.
Teret, S. (1981). Freedom and protection: A balancing of interests. American Journal of Public Health. 17(1), 295–296.
The traffic accidents have become the top reasons of many deaths and injuries. The main reasons of such accidents are not only the neglect or non-observance of road rules but the non-observance of safety regulations. The most susceptible to the traffic accidents and injuries are motorcyclist as far as motorbike is quite a dangerous means of transport. The necessity to protect motorcyclists from probable accidents has necessitated this research. We are going to cast light upon the importance of the use of helmets by motorcyclists and passengers as far as brain injuries are the most serious ones and head injuries have irreparable consequences. The problem is that many motorcyclists as well as their passengers neglect the use of such preserver as helmet and sometimes have to pay for their light-mindedness with their life.
The Factors Conditioned the Necessity of Adopting Helmet use Laws in all Countries
This current issue of the necessity in the strict rules of using helmets and following these rules should be taken into account by the government of every country where this means of transport is quite popular, by official representatives who are responsible for the order on the road and by the motorcyclists, passengers. Motorcycles are more dangerous compared to other means of transport. According to the latest researches of the Insurance Institute for Highway Safety, the number of deaths on motorbikes in 2007 was 37 times per mile traveled (Motorcycle Helmet Use Laws, 2012). There were 4, 281 deaths among motorcyclists and their passengers in 2009 more than in 1997 but less than in 2008 which hit the records in the number of motorbike fatalities which accounted into 5, 112. The highest number of motorcyclists killed in the accidents according to the National Highway Traffic Safety Administration was in 1997 (Motorcycle Helmet Use Laws, 2012).
The Consequences of the Non-observance of Helmet use Laws
Motorcycles have high top speeds and rapid acceleration. They are less steady than other means of transport and less visible on the road especially in the dark. That is why there are so many accidents on motorbikes. Wearing helmet in this case is very important as well as other protective equipment. Helmets protect motorcyclists from head injuries which are so often caused by accidents on motorbikes. Head injuries are the leading cause of death among motorcyclists (Motorcycle Helmet Use Laws, 2012). Many countries have strict rules committing the motorcyclists as well as their passengers to wear helmets. It should be noted, that not every country has such strict rules. Laws obligating all motorcyclists to use helmet are followed in 19 states and the District Columbia. Laws requiring only some categories of motorcyclists to wear helmet are adopted in 28 states (Barth, 2011).
There is not any law requiring to wear helmet at all only in three states namely in Illinois, Iowa and New Hampshire. As for the USA, the history of the use of this law started in 1967. Michigan was the first state that began to realize the helmet use law in 1968. The use of this law continues to be followed in the USA (Motorcycle and Bicycle Helmet use Laws, 2012). Nevertheless, many people have forgotten about the rules of precautions and the government softens the penalties of the nonobservance of helmet use laws. This fact makes our research more needed as far as one of the main aims of our research is to attract the government representatives’ attention to create such strict laws of using helmets and other protective equipment which may reduce the number of deaths in accidents on motorbikes. Active prevention of such accidents are connected with the public awareness of safety precautions and overall compliance with them (Zasler & Katz, 2007, p. 88).
All the above said has conditioned our research. The main questions raised in our research are How effective is the use of helmets? Are there any disadvantages of wearing helmets? What is the history of helmet use laws in the USA and in other countries? How does the number of deaths among motorcyclists depend on helmet use laws? How do helmet use laws connect with the costs for health care? What is much better to have a good training or to have protective equipment? (Hough, 2010). All these questions need to be researched and answered in order to make officials and motorcyclists think over this burning issue.
Firstly, we are going to highlight the necessity of wearing helmets for motorcyclists and their passengers. The number of deaths among motorcyclists in the countries where there is no strict rule of wearing helmets exceeds this number in those countries where this law is strictly followed and its non-observance is punished. We are going to provide the consequences of the neglect of this rule. At last, we want to provide the means that help to make the use of helmets more popular and even obligatory. Every motorcyclist as well as the passenger should be aware of the safety precautions (Helmet Use Saves Lives, n. d.). The results of our research should attract the public attention and changes their attitude to the observance of the safety tips. Everyone should realize that our health is in our hands and we are able to protect our life with such simple rules as wearing a helmet.
References List
Barth, L. (2011). State-by-state Guide to Motorcycle Helmet Laws. Web.
Helmet Use Saves Lives (n. d.). Web.
Hough, D. L. (2010). Proficient Motorcycling the Ultimate Guide to Riding Well. New York: BowTie Inc..
Motorcycle and Bicycle Helmet Use Laws (2012). Web.
Motorcycle Helmet Use Laws (2012). Web.
Zasler, N. D., & Katz, D. I. (2007). Brain injury medicine: principles and practice. New York: Demos.
Each current innovation has a remarkable history that defines its survival. In the 1960s, a tragic cycling accident motivated doctors and manufacturers to design cycling helmets that would protect the riders from the crash impacts. The work of the Snell Memorial Foundation is still proving important to the present-day riders. However, commercial interests seem to override the interest of safety standards in the designing of cycling helmets. Helmets began from thin and soft leather-like headgears to outstanding innovations such as the aerodynamic designs that used improved materials like the cork linings, fiberglass shells, polystyrene material, and the canvas. The most troubling issue is that cycling helmets are no longer protective as earlier perceived.
Introduction
After several successful endeavors in technology and mass production, human intelligence began focusing on enhancing the safety of the manufactured products (Neiman 216). One of the products that often predispose people to serious road hazards is a motorcycle. Due to its association with several road carnages and fatalities, the motorcycle inventors sought to develop the motorcycle helmets as remedies to minimize the impact of the cycling injuries that lead to serious crashes and head impacts. Due to their safety proof, America and other developed nations have implemented various motorcycle helmet legislation to support their effective manufacturing and use to reduce the head impacts (Neiman 221). As time goes, helmet technology seems to reshape rapidly to enhance skull protection. This report provides a comprehensive analysis of the helmet product, its ethical concerns, its designing, and its end success.
Historical background and Motivation
Helmet, as the most precious safety equipment, has a long history in its innovation and progress across the world (Melissa 230). Pipe explains that the idea behind the development of helmets began with the tragic death of Lawrence of Arabia, who was an infamous and honored British soldier, who fought during the First World War (24). His military career was so relevant to the British government, and his historical participation in the British military exists in books until today. According to Pipe (39), his mysterious death from head injuries after a tragic motorbike crash caught the attention of the politicians and civilians. Several people mourned his death including the neurosurgeon, Dr. Hugh Cairns, who felt deeply hurt by the death of Lawrence. This historical tragedy, according to Melissa (219), inspired an innovation on how to protect motorcyclists from the head injuries, when they encounter a crash.
The Design Issues
The helmet innovation began with the development of the Crash Helmet. It began when Professor C.F. Lombard of the South California University, designed and patented a motorbike helmet (Pipe 85). The first design began with the development of the internal layer, which was to absorb shock and disperse the shock impact. The first problems with the design were the shape, the weight, and the method of securing the helmet from the head itself (Pipe 35). The helmets were extremely heavy, prone to damage, affected the head comfort of the riders, and could hardly absorb the impacts during the motorbike crashes (Pipe 43). Other helmets comprised of leather material, which was thin and soft, thus providing minimal protection. The riders required lighter helmets with a well-shaped internal side. This means that the traditional materials were incapable of meeting the required helmet standards.
The Problem-Solving Methods
At the beginning of the 1970s, the Snell Memorial Foundation initiated the first design standards for the motorcycle helmets in the United States to improve the helmet innovation (Melissa 225). The initial solutions to dealing with helmet safety were legal and included the Highway Safety Act of 1966 and the formation of the American National Safety Standards for motorbike helmets (Pipe 119). Such endorsements of the helmet standards brought about the enactment of helmet manufacturing standards. Helmets from the cork coating and fiberglass shells then emerged as part of the helmet manufacturing standards (Pipe 102). The helmets became popular because they offered better protection than the earlier models. Although the helmets managed to protect the main parts of the head, they failed to offer protection to the vital parts of the face. The riders were still vulnerable to the crash impacts.
Advantages and Disadvantages of the Methods
The first advantage of the helmets made of cork coating and fiberglass was their resistance to crash. Such innovations enhanced the protection of the skull from the crash injuries (Granacher 286). The second advantage of these forms of helmets was their ability to protect people from the dust and offer a comfortable ride without any significant disturbances in the inner part of the helmets. The first disadvantage of the improved helmets was the absence of facial protection such as the eye shields, the faceplates, or any form of face protection (Granacher 301). Such designs of the motorbike helmets offered minimal protection to the crucial parts of the face. People continued to die, while others encountered serious skull injuries and facial bruises. It was until late 1981s when they introduced helmets with aerodynamic designs.
The Critical Parts of Design and Development Process
The critical parts of the motorcycle helmets included the headcover for the head protection, facial protection, ventilation, ear protection, and the impact shields. The early development of the helmet began with the thin and soft leather ordinary leather, which acted as the head covers (Granacher 315). Later, motorbike manufacturers, Mr. Moss, and Dr. Eric Gardner incorporated the cork linings, fiberglass shells, polystyrene material, and canvas to create the head covers (Granacher 423). Although most parts of the head seemed protected and safe from the crash impacts, the sections of the face were still vulnerable. The facial protection was missing and the helmet innovation still seemed ineffective (Granacher 455). In the 1980s, the protective face glasses emerged as a means of providing facial protection. The helmet face glasses then later developed to the facedown and the face-up models, which are now prominent among the riders.
The Ultimate Success in Helmets
The ultimate success in the manufacturing of the helmets came in the 1980s when the Snell Memorial Foundation strengthened its safety testing measures on the helmets. All helmets were to comply with the government’s manufacturing standards before they would receive labels for endorsing their commercial safety (Granacher 334). After several successful tests, companies began manufacturing motorcycle helmets o aerodynamic design, with powerful shock-absorbing materials. Motorbike helmets made from the cork linings, fiberglass shells, canvas, and polystyrene, are some of the ultimate successes in the production of the motorbike headgears (Blair and Barth 37). Several tests made concerning the suitability of the motorcycle helmets reveal that the helmets have reduced the head injuries that result from crash impacts by approximately 65% over the years (Blair and Barth 64). Helmets have now become the essential cycling elements in the civil world and motorsports.
Conclusion
The tragic road crash and death of the British military officer marked the beginning of the innovations of the motorcycle helmets across the world. No one can undermine the gradual success of the motorcycle helmets in protecting the cyclists from the crash impacts across the world. Major innovations in the headgear and within the face have made a significant contribution to the protection of the cyclists from the head trauma that results from deadly crashes. However, the remarkable innovations of the Snell Memorial Foundation have helped to reduce the deadliness of the motorbike crashes, but have to certain extents, failed to manage the manufacturing standards of the helmets. Although the helmets seem necessary in the public and motorsport cycling, there are serious concerns in the production of the helmets.
Opinion, Evaluations, and Suggestions
Head traumas are nowadays fewer traumas due to the presence of cycling helmets, which are part of the motorbike riding gears endorsed by the laws. However, my personal opinion is that the production of the helmets seems manipulated by the manufactures for their commercial interests and not for the safety of the riders (Blair and Barth 41). In an ethical evaluation, the manufacturing of motorcycle helmets is nowadays a business, not a safety priority. According to the U.S report on the efficiency of the modern helmets concerning road crashes, cycling traumas have reemerged. The Dorsch helmets have caused 90% fatalities from 1987, the Wasserman helmets have recorded about 82% skull fractures, while the McDermott helmets have reported about 39% head injuries ((Blair and Barth 73). The Snell Foundation is nowadays ineffectual and helmet laws have become insignificant. My main suggestion is that companies must be responsible for manufacturing counterfeit cycling helmets.
Works Cited
Blair, Diane, and Jay Barth. Arkansas Politics and Government, Nebraska, United States: U of Nebraska Press, 2005. Print.
Granacher, Robert. Traumatic Brain Injury: Methods for Clinical and Forensic Neuropsychiatric Assessment, Second Edition, London, United Kingdom: CRC Press, 2007. Print.
Neiman, Melissa. “Motorcycle Helmet Laws: The Facts, What Can Be Done to Jump-Start Helmet Use, and Ways to Cap Damages.” Journal of Health Care Law and Policy 11.2 (2008): 215-248. Print.
Pipe, Jim. World War One, A Very Peculiar History, London, United Kingdom: Andrews UK Limited, 2012. Print.
New projects are rolled out everyday in various organisations. However, only a few projects are completed successfully. This is due to the fact that most companies fail to plan ahead and are hence unable to cope with the unforeseen challenges.
This paper will focus on the crucial elements that JJ motorcycles should address as the company moves to the production of touring class motorcycles. Among the issues that are likely to fail, this project include leadership style, risk control and lack of resources.
Introduction
Every organisation comes up with new projects due to its strong desire to accomplish its goals. JJ motorcycles has been very successful in the production of low fuel consumption motors. The company has actually identified an untapped opportunity in the market, and that is why the new project has been proposed.
Projects are meant to make a positive contribution towards the achievement of company’s goals. This implies that there would be no need of introducing a new range of motorcycles if there is no benefit to be experienced at the completion of the project.
Planning is very important in project management. JJ motorcycles, in particular, has carried out thorough research to identify the target market for its new range of motorcycles. Since the project at hand entails the addition of a new inventory product in the company’s stock, it is necessary to carry out a comprehensive research to understand the needs of the market.
Ideal Project Organisation Style
The most ideal type of project organisation for JJ’s project is strategic planning. This approach suits the plan because it will be completed within the next 5 years and hence it is not a short term goal. In this style of project management, the manager delegated by JJ motorcycles should assess the company’s abilities and weaknesses. It is the best way of successfully planning ahead.
The production of touring class calls for the improvement of the company’s output. This means that more manpower has to be brought on board because the current number of employees cannot cope with the sudden increase of the workload. Moreover, it is recommended for the project to be executed gradually. This approach will give JJ motorcycles ample time to measure the results obtained after the introduction of motorcycles.
Though it is stipulated that engines within the range of 500 cubic centimetres will generate approximately between $50,000 and $100,000, there is a need to validate this speculation. Besides that, it is necessary to empower the current employees on a continuous basis.
New processes might be introduced and may only be assigned to employees who have the relevant skills and experiences (Dennis 2007). It is therefore recommended that the project be implemented as a pilot one. This means that the existing line of production will be maintained.
Balancing Short and Long Term Needs
In every project, there are short and long term needs. Nonetheless, JJ motorcycles must come up with a strategy of creating a balance between these needs. Short term needs may sound irrelevant, but they are very crucial. Though they may be overlooked, they are important because they keep the company afloat.
If short-term goals are not achieved within the specified time, they are very likely to impact negatively on the achievement of long term goals. Moreover, these two needs are dependent on each other. The best approach would be to prioritise these needs. Short-term needs should come first because they probably do not require a lot of input in terms of resources.
Alternatively, the company can assign priorities to these needs based on the availability of relevant resources. This implies that the company should evaluate its strengths in terms of skills and time in determining what should come the first and what should be the last.
At the moment, it is maintaining the current production of motorcycles which engine capacity does not exceed 1100 cubic centimetres. It is important to produce this line of production because it is the one that helped in building the company’s name as a reputable brand.
It will make it easier to introduce the new product into the market, due to the fact that the company already has a market share that needs to be maintained lest it is taken over by JJ’s competitors. On the other hand, long term needs should also be met partially because they hold the key to JJ’s future.
Resources Needed By Project Manager
A manager cannot oversee the execution of a project without resources. The resources vary depending on the project probably based on the tasks that need to be carried out. A budget is therefore very crucial to a project manager.
Budgeting is salient because the project manager must set some money aside to be used in purchasing the needed materials (Harold 2013). In this case, JJ motorcycles must double its current budget because the engines that have more than 1100 cubic centimetres will cost more in terms of the materials that will be used.
Though the budget allocation for this particular project has been computed based on the current cost of resources including labour and materials, it should be exceeded to a certain amount to remain relevant despite any changes in the market.
Commodity prices are subject to change, and there is therefore a risk in having a fixed budget. This outcome may bring the project to a halt because the company’s executives would have to go back to the drawing board for the sake of adjusting the project’s budget.
Even though JJ has already had equipment that is used in the manufacture of its low capacity engines, there is need to acquire additional equipment. From the look of things, the company is interested in increasing its output. For output to go up, the inputs have to be increased.
Besides that, a project cannot be executed without a workforce (Timothy 2011). These are the people who implement the tasks that are contained in the project. In other words, a project entails a series of tasks that the project manager cannot accomplish on his/her own and hence must delegate to other people. Different tasks require different skills, and the company must therefore ensure that there is sufficient labour at its disposal.
It is very important to consider the availability of effective communication channels. This argument is far fetched because the project will be executed by various teams whose activities need to be coordinated. Though the different teams have different mandates, they have a common goal towards the completion of the project.
A lapse in any team may be experienced in the entire project, and that is why, there should be reliable communication channels so that each team can express its concerns. Moreover, the new range of motorcycles will go through the testing phase.
JJ should avail a communication terminal that customers can use to express their experiences with the new model of motorcycles. This information should be used by JJ Company to identify what they can do to improve the performance of these new motorcycles.
Democratic Project Leadership Style
Leadership plays a major role in project management. Since JJ’s project is long term, the best leadership style would be democratic style. In this style of leadership, the project manager cannot make decisions without taking into account views of everyone involved in the project. Decisions made by the project manager will affect all the employees in their various workstations, and that is why they should be consulted.
This implies that everyone is allowed to give their opinion before key decisions are made. The approach is highly recommended for long term projects. This is due to the fact that there is bound to be major flaws when decisions are made without consulting the teams that will be executing the said decisions.
The benefit of this style is that it makes employees in their various teams feel appreciated and hence assume ownership of the project. Such employees do not need to be followed around because they know what is expected from them. Additionally, during brainstorming sessions, the company will get a wide array of ideas due to distinct abilities and experiences that are possessed by the company’s employees.
Risk Mitigation Strategies
Risks are everywhere, and so projects are not an exemption. However, there are three strategies that JJ motorcycles can employ to minimise the occurrence of risks in its activities. The first approach entails carrying demonstrations of finished motorcycles to potential clients. Clients drawn from the company’s clients’ base can be requested to take test rides before the motorcycles are brought into the show room.
That way, the risk of dysfunctional engines will be avoided. At the end of evaluation phase, customers will report any mechanical and technical faults early enough. When risks are not mitigated, a project becomes useless due to wastage of company resources and time.
The first alternative entails teams that are involved in the project to carry out joint inspections of their tasks. Though each team has different roles, it is recommended that they evaluate all their tasks together. The reason behind this argument is that one team may overlook some faults due to the fact that the area affected was handled by another team.
For instance, the team that handled body work must carry joint inspections with the teams that worked on wheels, engine and lights to ensure that all the components function as per the specifications and design of the motorcycles. Besides that, this approach helps in enhancing the team’s harmony because they have to converge at some point.
The last alternative revolves around the testing of deliverables as they are finished. In this approach, a dedicated quality assurance team should be mandated to test each motorcycle that is ready for use. This will help in avoiding the distribution of faulty motorbikes into the market.
Conclusion
Effectiveness in managing a project depends on how well the various activities are coordinated. While the project manager may have all the necessary skills and experience, JJ motorcycles must accord him/her the necessary support in terms of budget, manpower, equipment and time.
In addition to that, needs must be classified into short- and long-term. It is important to create a balance between the two categories. Since projects are prone to risks, mitigation plans must be laid out before the commencement of the project to ensure that their occurrence has been minimised.
References
Dennis, L. (2007).Project Management. Burlington, VT: Gower Publishing Ltd.
Harold, R. K. (2013).Project Management: A Systems Approach to Planning. Hoboken, NJ: John Wiley & Sons.
Timothy, K. (2011).Contemporary Project Management. Mason, OH: Cengage Learning.
Perceptual map in marketing is an important tool in positioning a company’s product in the market. The business environment is never short of competitors, prompting a company to devise strategies that will not only increase market share of its products, but also help it to remain relevant and competitive. This paper discusses the perceptual map of Thorr Motorcycles, Inc. in relation to its high-image product whose sales are declining, despite scoring high in terms of quality and lifestyle image. Although price is a factor, the company seeks to reposition the product by differentiating it, rather than altering the price. In so doing, it has managed to continue attracting the targeted market.
Introduction
The primary means to prosper in business is the ability of a firm to beat competition from rival firms and stake a sizeable market share. This is no mean business, as it requires a lot of intelligence in the market. Moreover, a product may be thriving during a given period, but start losing its appeal later. In this respect, differentiation and position of the product is important. This will be aided by having a clear perceptual map of the product as well as other competing products. Having a perceptual map will not only help the firm to reposition the product in the market but it will also help the firm to understand how customers perceive the product, based on their tastes and preferences (Jayachandran, 2004, p. 185).
Thorr Motorcycles, Inc. is facing this problem of declining market share, more so due to the changing preferences of its customers. Importantly, the company offers one of the best brands in the market, but some aspects and attributes of the product no longer appeal to the targeted customers. It is also important for the firm’s marketing department to understand the pertinent issues related to differentiation and position of the product as well as the life cycle that the product undergoes since its first introduction to the market. More so, the firm must first identify its position in the market, as well as conduct its own SWORT analysis in order to know which direction to follow.
This essay will discuss perceptual map in marketing in relation to Thorr Motorcycles. Primarily, the essay will look at the three parameters identified, including lifestyle image, quality engineering and price. It will discuss the situation existing at the company, give recommend solutions and assess what are the likely results. These will be done in relation to the differentiation, position and the lifecycle of the company’s product.
Lifestyle Image
One of the most important aspects in marketing is to retain existing customers, and one way of doing so is to ensure the product continues to meet customers’ needs (Armstrong & Kotler, 2011). Customers will always like to associate themselves with the product whose brand image is high. In Thorr Motorcycles, lifestyle image is very important, as the targeted customers will like to purchase motorcycles that improve their lifestyle image. The problem here is that, retaining the existing customers is becoming difficult, since, as they age, their lifestyle changes and they may no longer prefer the image portrayed by Thorr’s motorcycles. However, redesigning the brand may alter its image as a status symbol. Therefore, it is recommended that the firm improves on the services offered in order to retain the existing and attract more customers.
The results of this improvement in services show that customers continue to regard Cruiser Thorr highly, with significantly high percentage stating that they enjoyed the brand due to its solidity and stability despite it being costly, while others claiming that the motorcycle signifies power, which they could not find in other brands. In addition to their affection on cruisers, customers also prefer purchasing the cruiser as it fits their lifestyle and portrays a status symbol that makes them stand out from the rest.
Quality Engineering
It is important to note that customers purchase a certain product due to the value they derive from it. This value normally comes from the quality that the product exhibits, which may be by design, performance, or sophistication. In the case of Thorr, it is important to keep up with the market’s demand in terms of quality, more so considering that other competing brands may also be improving in quality, as well as the fact that the sales of the company are declining despite the growth of the market. However, it is important to note that, altering the features of the brand may not go well with customers, as they rate the cruiser brand highly in terms of performance.
In terms of product design and characteristics, a big percentage of customers consider Cruiser Thorr as being of high quality, especially in terms of engine performance, power and capacity.
Price
Price is one of the most sensitive areas in marketing, more so because it directly influences the purchasing decisions of the customers irrespective of other attributes. As discussed above, it is important to note that customers tend to rate cruiser Thorr highly in terms of image and quality, but they are taken aback by its pricing. In assessing the perceptual map of Thorr, it is evident that price of the product ranks it lowly in the eyes of the target customers, and this is the main reason why sales are declining. As seen above, the high status image portrayed by Cruiser Thorr attracts the younger population; however, the same group of people is not endowed with high disposable income required to finance this brand.
Although the firm may like to capture this market segment with a low price incentive, it also needs to consider that in so doing, the image of the product will be affected adversely – indeed, a low price depicts low quality and low brand image. Conversely, increasing the price of the product will significantly reduce the market share of the product, considering the purchasing power of the customers. Therefore, the firm needs to maintain its pricing and improve services such as promotion and financing.
The result of this is that, although the price may be unaffordable by a significantly larger number of customers, most customers will find it attractive to purchase the Cruiser when financing service is offered. In so doing, the firm will not only continue to command its stake in the market, but also attract the ever-expanding target market. Given the above parameters that the firm has in its perception map, the following marketing components need to be implemented; repositioning, provide financing and increase services, and differentiate the product using promotion, place and services.
Cruiser Thorr positioning and differentiation
The firm has the option of repositioning Cruiser Thorr or launching a new product that will suit the younger clientele, RRoth. However, considering the cost implications and the need to maintain the status symbol of Cruiser Thorr, it is important to reposition the brand in the market. Positioning and differentiation of a product in the market is very important in attaining a competitive edge over rival products (Cant, Strydom, Jooste, and Plessis, 2009, p. 137).
Before discussing the relationship between differentiation and positioning it is important to first understand what the two marketing strategies mean. Basically, differentiation involves offering a product that is unique in terms of design, quality or performance, such that it will be difficult or even costlier for competitors to offer the same. This allows the firm to gain loyal customers who will like to be associated with a product that offers the maximum benefits even at a higher cost. On the other hand, positioning involves creating an image in the minds of customers about the company or product.
In this case the customers will have an image of the firm based on the value they derive from it. For instance, customers view Cruiser Thorr as status symbol. Position is actually one of the strategies that have enhanced the success of perceptual map in marketing (Jayachandran, 2004, p. 185). The relationship existing between the two is that positioning follows from differentiation. Simply put, a firm first differentiates the product to the liking of the customers, and then it positions the product in the market with a certain image that is favourable to those customers.
This relationship can be seen in Cruiser Thorr, whereby, the firm differentiates the product by altering its marketing mix to suit the needs of customers. However, given that the firm wants to maintain its lifestyle image, altering the price may not be favourable, and as such, the differentiation strategy adopted will simply dwell on promotion, place and services. Primarily, the firm needs to promote Cruiser Thorr through film including sponsoring events that are of high calibre such as the Daytona, offering free ride tests as well as giveaway merchandise. In terms of place, the firm needs to place the products at locations where customers can access them with ease.
Importantly, dealers, distributors and showrooms are good channels, but internet beats them all given that the target market is made up of younger generation that is more technology savvy. Finally, in terms of services, needs to train dealers as they are directly in contact with customers as well as customize the services to cater for those who seek high image product at any cost. Moreover, financial services will be important to cushion the effect of high price of the product.
Having differentiated the Cruiser to suit the customers’ needs, it is still not a guarantee that the customers will buy the product due to its high cost. Therefore, positioning is important. Here, the fir identifies providing financial options and increasing services as the best positioning strategy. This creates an image of the Cruiser as a high-image product, yet the price component does not hinder its appeal as financing option is provided.
Product lifecycle
A product goes through various phases since its first introduction to the market – introduction, growth, maturity and decline. Basically, the lifecycle affects marketing, for instance, during introduction, the firm needs to aggressively market the product in order to penetrate the market. During growth and maturity, marketing may not be extensive as sales are high but new marketing strategies are needed during decline phase. In the case of Cruiser Thorr, the lifecycle affected the product when the aging clientele started shifting to other brands as they could no longer associate with the attributes of the product.
Conclusion
Perceptual map in marketing is important as it allows a company to position its products in a more competitive way in the market. For Cruiser Thorr, three parameters were identified in forming the perceptual map – lifestyle image, quality engineering and price. While the first two ranked highly on perceptual map, the latter ranked lowly prompting the firm to reposition the product in order to continue being competitive in the market.
References
Armstrong, G., & Kotler, P. (2011). Marketing: An introduction (10th Ed.). Upper Saddle River, NJ: Prentice Hall.
Cant, J. W. et al. (2009). Marketing Management. New Delhi, Juta and Company Ltd Publishers.
Jayachandran, S. (2004). Marketing Management. New Delhi, Excel Books India publishers.
Nigeria is selected for this analysis because it is an emerging economy in the African continent. The selected product stands a chance to transform the experiences of more people in Nigeria. Before doing the intended business in Nigeria, it is appropriate to consider the demographics, environment, culture, politics, and banking system. The aspects and attributes presented in this document define the Nigerian market. The analysis concludes by arguing that the decision to market the targeted motorcycles in Nigeria will pay off because of the existing opportunities and favorable business environments.
Introduction
Managers and entrepreneurs should analyze the unique attributes of different markets before launching their products. The acquired information is then used to make appropriate marketing decisions (Okonjo-Iweala, 2012). The analysis equips the marketer with adequate data and information that can be used to design the most appropriate business models. The information presented below can be used to establish the appropriateness (or inappropriateness) of introducing the intended motorcycles in the Nigerian market.
Demographics
Nigeria’s demographics have changed significantly within the past five decades. Since 1960, the country’s population has increased due to high birth rates. The latest census of 2010 indicated that the country had around 159 million citizens (Okonjo-Iweala, 2012). The majority of citizens in the country are aged between 15 and 64 years. The percentage of this group is around 54 (African Development Bank Group, 2015). Individuals aged between 1 and 14 years of age amount to 44 percent (Okonjo-Iweala, 2012). The number of males is more or less similar to that of females in the country. Experts believe strongly that the country’s population will increase to 180 million by the year 2018 (African Development Bank Group, 2015).
The life expectancy in the country is estimated to be 52 years (Okonjo-Iweala, 2012). Literacy levels in the country are acceptable. This is the case because the current rate stands at 78.6 percent. The majority of people in Nigeria are either Muslims or Christians. Other common religions in the country include Judaism, African Traditional Religion, Bahai, and the Ogboni Fraternity (Okonjo-Iweala, 2012).
Some of the evils or social rots associated with this country include organized crime, prostitution, and drug trafficking. Some of the trafficked drugs include heroin and bhang. Corruption has remained extremely high in this sub-Saharan country. This is the case because “Nigeria was ranked 136 out of 168 nations by Transparency International in 2015” (African Development Bank Group, 2015, p. 5).
Nigerian Culture: Impact on Doing Business
Nigeria is a country characterized by over one thousand ethnic groups. The major tribes include the Yoruba, the Igbo, the Hausa, and the Fulani (Joseph, 2014). Many people are usually sensitive to the other cultural groups. More often than not, the people appear “to be having a heated argument when they are having a friendly discussion” (Joseph, 2014, p. 67). In urban regions and cities, many people embrace suits and stylish dresses. The people also have unique traditional dresses that are worn during specific ceremonies and occasions. Women, for instance, wear headscarves and long robes (Joseph, 2014).
As mentioned earlier, the country has diverse languages. The official language in this nation is English. The use of English has led to cohesion and linguistic unity than in Nigeria. Pidgin English has emerged as a common language in Nigeria. The people of this country are observed to be relaxed especially when interacting with foreigners. The citizens embrace traditional roles and family responsibilities. Most of the people in the country are Muslims or Christians. The country has been characterized by terrorist groups such as Boko Haram (African Development Bank Group, 2015). The common transportation methods in the country include buses and private cars. In the recent past, lightweight vehicles and motorcycles have become common in the country.
These cultural attributes will definitely influence the manner in which a person does business in the country. Handshakes should be taken seriously. Physical contact is usually discouraged between women and men. Business cards are usually exchanged in the country. Foreigners should respect local traditional and cultural practices. Business meetings should be characterized by social interactions. Haggling and bargaining are unique processes embraced whenever engaging in business negotiations (Okonjo-Iweala, 2012). The businesspeople should be aware of these attributes and formulate the most appropriate models.
Banking System
Before independence, the colonial government established several banks in an attempt to meet its financial needs. The system has expanded in order to support the financial needs of every citizen and business organization. The country’s banking system currently has “over 800 micro-finance banks and 21 commercial banks” (Joseph, 2014, p. 92). The Central Bank of Nigeria (CBN) is tasked with supervising and regulating the activities undertaken by different financial institutions. The CBN also monitors to roles of different organizations such as Primary Mortgage Institutions (PMIs), Finance Companies (FCs), and Bureau-de-Change (BDCs). The central bank outlines and implements powerful policies that monitor the activities of different operators (African Development Bank Group, 2015). The main goal is to ensure the operators comply with the provided guidelines for credit, monetary, and foreign exchange practices.
Trade Environment
The federal government has been implementing powerful measures through the Ministry of Trade and Investment. The ministry has been focusing on the best measures to promote security, form trade agreements with different African countries, and lift custom duties (Joseph, 2014). The domestic policy in the country has optimized both regional and domestic trade processes and strategy. The country has been investing heavily on technology, infrastructure, and innovation (Lawrence et al., 2016).
The government has been focusing on the best regulations and processes to support both local and international businesses. However, there are various challenges that affect many people who do business in the country. For instance, cases of corruption are common because many leaders and politicians ask for bribes. Basically, the trade environment has the potential to support business practices in the country.
Political and Legal Systems
Iwunze (2013) indicates that Nigeria is “a federal republic and uses a presidential system of governance” (p. 38). The government has been separated in to three branches. These include “the executive, the judiciary, and the legislature” (Joseph, 2014, p. 29). The country’s military rule ended after the general elections of the year 1999. In May the same year, a new Constitution was enacted to govern the rights and liberties of the people. The constitution is known to support Nigeria as a secular state (Joseph, 2014). The country is divided into 36 states. The states are usually headed by governors. Elections in the country are usually held after every four years. Many critics believe strongly that “the decision to divide the nation into many districts is something wasteful and ineffective” (Lawrence et al., 2016, p. 25).
The legal system in this nation is based on both Islamic and statutory laws. The country has both state and federal courts that apply English laws. The local courts in the country are mandated to apply customary laws (Iwunze, 2013). The implementation and use of Sharia (Islamic) law has been criticized for imposition harsh penalties in the country. The government is known to dictate or control media agencies in the country. The Federal Radio Corporation of Nigeria is managed and owned by the national government. The foreign relations implemented in this nation embrace the importance of African affairs and global nonalignment (Bienen, 2013). Economic cooperation is taken seriously in order to promote trade.
Marketing
The field of marketing is taken seriously in this country. The country has promoted both regional and global collaborations in order to promote international trade. The country has been known to export a wide range of agricultural products, crude oil, and minerals (Lawrence et al., 2016). Consumer goods, automobiles, garments, and electronics are imported from different nations across the world (Iwunze, 2013). Locally, citizens and businesspeople are empowered to develop powerful models that can result in profitable marketing processes. Companies doing business in the country can find it easier to benefit from the existing marketing opportunities.
Political Environment: Strategic Alliances
Since 1999, Nigeria has been characterized by a stable political environment. Elections are held after every four years (Bienen, 2013). Transition of power has been observed to take place smoothly in this country. This has not been the case in some of the nations in Africa. The country has 36 states that are led by elected governors. This strategy creates the best environment for many people who want to do business in the country (Bienen, 2013). The country has been implementing powerful policies and laws to deal with a wide range of problems such as insecurity and terrorism.
As mentioned earlier, Nigeria has established strategic alliances with different nations across the world. For example, the government focuses on African cooperation and integration. This strategy has made it easier for the country to establish strategic alliances with different countries such as Ghana, South Africa, and Botswana. The country has gone further to establish bilateral trade alliances with nations such as China, the United Kingdom, and the United States (Lawrence et al., 2016). These strategic alliances continue to support the country’s economy.
Government and Foreign Business
From 2000, the nation has been establishing a powerful foreign policy that revolves around African cooperation. The country has gone ahead to emphasize economic and political development. Within the past decade, Nigeria has embraced the idea of tariff harmonization. It has been an active player in a number of unions. The country supports the Economic Community of West African States. Nigeria also promotes the activities of the New Partnership for Africa’s Development (NPAD). The purpose of these two unions is to promote economic development. This goal is achieved by eliminating trade barriers (Iwunze, 2013). Consequently, the number of foreign investors in the nation has increased significantly since 2004 (Iwunze, 2013).
The country has gone further to support different relationships and organizations such as the African Union (AU), African Development Bank (ADB), and Commonwealth (Okonjo-Iweala, 2012). Nigeria has also signed a number of agreements and treaties that have made it a major player in the global economy. These associations have made it easier for foreign corporations to invest in the country.
Personal Analysis: Making the Best Decision
The above analysis reveals a number of facts and attributes about Nigeria as a destination for doing international business. After analyzing the above issues carefully, it should be agreed that the decision to do business in Nigeria by marketing the targeted motorcycles is a worthwhile investment (Okonjo-Iweala, 2012). Moving on with the decision and opportunity will definitely pay off and make the company successful. Several arguments can be put forward to support the decision.
The first argument is that the country’s economy has been growing steadily within the past fifteen years. This development has empowered many people to take up a wide range of jobs. Infrastructure has been taken seriously by the government within the past decade. However, the development has mainly been recorded in different urban areas. The people living in rural areas still remain underserved (Joseph, 2014). The proposed motorcycles will change the experiences of these people and make it easier for them to realize their economic objectives.
The country offers numerous opportunities to support foreign direct investment (FDI). This is the case because the environment is conducive for business performance. The banking and legal systems are regulated appropriately. The federal government has promoted international businesses by reducing tariffs and constructing infrastructure to support local businesses (Okonjo-Iweala, 2012). These attributes will make the investment sustainable and profitable.
The current political climate is stable. This kind of stability has been recorded for the past sixteen years. The environment will support any form of foreign investment. The cultural aspects experienced in Nigeria have the potential to support business performance. English is widely spoken in the country (Okonjo-Iweala, 2012). Most of the citizens in the nation embrace superior products that can meet their needs. The move to market superior motorcycles will therefore deliver positive results.
The federal government has established a number of trade agreements with different nations across the globe. This move has made it easier for many foreign investors to do business in the country. This is also the same case for many Nigerians who want to do business in other foreign nations. The government has also focused on the issue of trade barriers (Bienen, 2013). This is the case because the government understands clearly that cooperation is one of the best strategies that can result in economic growth. Consequently, the country has become one of the fastest growing economies in Sub-Saharan Africa (Joseph, 2014). These opportunities show conclusively that the proposed motorcycles will be admired by more Nigerians.
Concluding Remarks
The factors experienced in Nigeria offer the best opportunity for marketing the targeted motorcycles. Infrastructure development has also been taken seriously. However, only a small percentage of the population can afford vehicles. This means that the remaining percentage will not be able to purchase private cars. The agreeable fact is that the individuals must commute from one place to another in order to achieve their economic goals (Joseph, 2014).
Within the past five years, motorcycles have also become a common transportation method in the country. These factors therefore create a wonderful opportunity for the proposed product. More Nigerians will therefore be willing to support the business model of a company that markets superior motorcycles. In conclusion, the decision to move forward with this opportunity in the targeted country will definitely pay off and eventually make the company profitable.
Bienen, H. (2013). Political conflict and economic change in Nigeria. New York, NY: Routledge.
Iwunze, C. (2013). The political constraints on Nigerian economic development since independence: Crime, corruption, and political turbulence. Houston, TX: Strategic Book Publishing and Rights Company.
Joseph, R. (2014). Democracy and prebendal politics in Nigeria. New York, NY: Cambridge University Press.
Lawrence, A., Neidhardt, M., Aylward, C., Biscaye, P., Anderson, L., & Reynolds, T. (2016). Economic growth and poverty in Nigeria. EPAR, 1(1), 1-36. Web.
Okonjo-Iweala, N. (2012). Reforming the unreformable: Lessons from Nigeria. Cambridge, MA: The MIT Press.
The final research project will focus on the economic attributes and demographics of a specific nation that can support the marketing of cheaper and affordable motorcycles. The purpose of this essay is to give a short description of the targeted marketing process. The essay outlines the major benefits of marketing the identified product to different citizens in the country.
Selected Country
The final paper will give a detailed analysis of the economic attributes of Nigeria. There are several reasons that explain why I have decided to focus on this African nation. The first one is that Nigeria is one of the economic powerhouses in Africa. This economic attribute makes Nigeria a good destination for doing international business. The country’s population has been growing very fast within the past two decades.
The political stability experienced in the country can support the suggested business strategy. More people are currently focusing on the best practices to emerge successful. The changing economic attributes and trends in Nigeria can be beneficial to every marketer. It is also agreeable that Nigeria’s geographical location makes it an interesting destination for doing business. This means that the business can be expanded to address the needs of more customers in other African nations.
Targeted Product
As mentioned earlier, the identified product for this paper is the motorcycle. It is agreeable that more people especially in the developing world are appreciating the importance of affordable motorcycles. The modern world is characterized by numerous economic activities. With traffic jams becoming a major problem in the developing world, motorcycles can transform the situation and meet the needs of more people.
Many nations in Africa are embracing the benefits of these motorcycles. Fortunately, the Nigerian market has not been saturated. That being the case, a powerful marketing initiative can ensure more people in different African countries such as Nigeria are encouraged to purchase motorcycles. The involvement with this specific product can deliver positive outcomes. The increasing number of people, changing lifestyles, and desire for sustainable means of transportation are some of the forces that will drive the performance of the targeted product in the country.
Impact of the Product
Successful marketers and manufacturers begin by producing superior products that have the potential to address an existing human problem. Nigeria remains one of the economically stable nations in sub-Saharan Africa. The country’s population is currently relying on various means of transport in order to succeed. Vehicles are used by people in urban regions. In rural areas, people waste a lot of time whenever they walk from one place to another.
The targeted motorcycles have the potential to address this problem and make it easier for more people to focus on their economic goals. The product will also support the needs of many people in both urban and rural areas.
Unemployment remains a major problem affecting many Nigerians. Those who do not have adequate education can purchase these motorcycles in order to transform their living standards. The availability of transport will ensure more people have access to quality and timely health services. That being the case, the targeted product will offer numerous opportunities to many people in the country. The marketer will also benefit from the nation’s sustainable economy. The completed research study will therefore describe how Nigeria’s business environment will support the marketing process of the targeted motorcycles.
The article “Collision Course: Selling European High Performance Motorcycles in Japan” explores the issues affecting the success of Tommasi Motorcycles in Japan. The authors identify the strained relationship existing between Tommasi Motorcycles and its dealers. According to these dealers, the ideas and strategies embraced by Tommasi are not supporting their business needs.
The company is mainly “focusing on complex Information Technology (IT) systems” (Hicks and Lehmberg 3). However, this strategy cannot address most of the problems affecting these dealers. The authors also highlight the best practices that can support the performance of every dealer. Tommasi should therefore focus on the changing needs of different Japanese consumers.
Issues and Actions
The managers at Tommasi Motorcycles are facing numerous challenges. To begin with, most of the dealers are unhappy with the company’s marketing strategy. The firm mainly focuses on “the larger bike models” (Hicks and Lehmberg 7).
However, such motorbikes have become less favorable in the Japanese market. The company’s marketing strategy has failed to support the needs of different customers. Most of the dealers are forced to offer different maintenance services to their customers. Paint quality has also been a major challenge (Hicks and Lehmberg 12). Majority of these dealers are unable to overcome the increasing level of competition.
A number of strategies are required in order to support the needs of different customers. For instance, the firm should focus on the smaller motorcycles. The firm’s adverts should also promote safe riding habits.
Tommasi should also import properly-sized riding leathers and helmets (Hicks and Lehmberg 12). The company must offer the best maintenance programs to its customers. The firm should also deliver quality motorcycles to these dealers. A proper communication network is necessary in order to achieve the best outcomes. The new IT System should be used to collect the best feedbacks from different clients. The firm should establish a positive business environment for its dealers.
These problems explain why a powerful solution is required to make Tommasi a competitive player in the Japanese market. The best approach is “restoring trustful relationships between JNO and the dealership network” (Hicks and Lehmberg 14). Tommasi should also “balance global product and marketing strategies with the needs of local customers” (Hicks and Lehmberg 14). The firm should also recruit a Japanese to monitor its operations in the country.
Personal Takeaways
Nabu Katoh and Fabio Bonardi have several issues to address at Tommasi Motorcycles. I strongly believe that the industry is becoming very competitive. The Japanese focus on the quality of every product. This fact explains why Tommasi should focus on these expectations. The issue of quality should not be taken lightly in Japan. The case study also explains why “Tommasi dealerships lack the required standardizations offered by domestic producers” (Hicks and Lehmberg 4). This development has been affecting the company’s performance in Japan.
Tommasi Motorcycles should not focus on its Customer Data System (CDS). New practices are required because most of the colleagues at JNO are unhappy with Tommasi’s efforts. According to the article, cultural fluency is critical in every business practice. This consideration will be critical towards the success of Tommasi. This fact explains why transparent communication is required at Tommasi Motorcycles. A proper communication network will make it easier for Tommasi to address the problems affecting its performance (Hicks and Lehmberg 15).
Works Cited
Hicks, Jeff and Derek Lehmberg. “Collision Course: Selling European High Performance Motorcycles in Japan.” Richard Ivey School of Business 1.1 (2012): 1-15. Print.