Greenhouse gas effect and ways to stop them Term Paper

Greenhouse gas effect and ways to stop them - Term Paper Example This paper also seeks to suggest plausible ways on how to reduce GHG emission in order to diminish the impacts of global warming. Data from various sources revealed that the primordial effect of increased GHG is global warming, which is also implicated in changes in the pattern of precipitation and rainfall, sea water level, melting of glaciers, and animal and plant species composition and distribution. Several strategies to reduce GHG emissions are reforestation, proper waste disposal management, and the use of renewable energy such as water, solar energy and thermal energy to generate electricity instead of using fossil fuels. Introduction Greenhouse gases (GHGs), consisting primarily of water vapor, carbon dioxide (CO2), methane (CH4), nitrous oxide (N2O), ozone, and chlorofluorocarbons (CFCs) are those gases that can absorb infrared radiation from the atmosphere. These gases are capable of trapping heat, resulting to warming of the earth’s surface (Snyder et al., 2009; Rea y and Hogan,2010). Greenhouse gas emission and the human activities associated with increasing GHG concentration in the atmosphere, is perhaps one of the most controversial issues worldwide yet to be resolved. In fact, it has been reported that since the industrial period, the concentration of these GHGs in the atmosphere has been constantly escalating (Krupa and Kickert, 1989; IPCC, 2011). A time-lapse carbon dioxide monitoring conducted by Muller et al. (2007) revealed that the present CO2 concentration in the troposphere is, by far, the highest level ever recorded during the last 670,000 years, making CO2 the most anthropogenically-driven GHG. Meanwhile, the total amount of atmospheric methane was revealed to have increased by as much as 15% at the end of the 18th century and almost tripled over the last 150 years. Although methane concentration is much less compared to that of CO2, Ramaswamy et al. (2001) reported that CH4 is actually 23 times more potent as a greenhouse gas in comparison to CO2. Ramaswamy and colleagues (2001) also provided evidence that nitrous oxide is even more effective per molecule as a GHG than CH4 and 296 times more potent than CO2. The presence of GHGs in the atmosphere accounts for the phenomenon known as greenhouse effect, so called because the mechanism by which it works is reminiscent to that of a greenhouse. Shown in Figure 1 is a diagram illustrating the processes governing the greenhouse effect. As sunlight strikes the planet, radiant energy from the sun with short wavelengths is absorbed by the earth’s surface without being caught trapped in the atmosphere (Krupa and Kickert, 1989). As this energy is absorbed, it warms the earth’s surfaces and is then re-radiated back into the atmosphere at longer wavelengths. Once again, this long-wavelength energy is captured by GHGs in the atmosphere and is reflected in different directions. Energy directed upwards is released into space while energy directed downwards, wh ich accounts for 90% of the long-wavelength emission, goes back to the earth (Pidwirny, 2006). It must be noted, however, that the greenhouse effect is a naturally-occurring phenomenon. In fact, it makes the earth habitable (Krupa and Kickert, 1989).On the other hand, if GHGs in the atmosphere increase beyond the normal range of GHG levels, the greenhouse effect is enhanced, posing a great threat to all of earth’

Evaluate Auditing Processes Essay Example | Topics and Well Written Essays - 1000 words

Evaluate Auditing Processes - Essay Example The essay will also evaluate the various accounting processes that are being adopted by the federal government in a succinct manner. It is evident that there lay certain specific criteria, which need to be adhered while complying with a standard auditing process. This aspect is also evident in the case of auditing a town or a city. The audit, which has been conducted for the Town of Maywood can be evaluated based on the requirements of GAAS. Theoretically, GAAS is a particular framework, which provides a set of guidelines to be followed by auditors for ensuring accuracy, reliability as well as fairness in the auditing process. The audit conducted for the Town of Maywood was executed with proper observations of the activities performed by the people who were involved with the preparation of its financial statements. It can be affirmed that this particular auditing procedure adhered to the guidelines of GAAS (Kinney Jr, 1986). Notably, the audit report also presented the reason for not considering the financial reports of other towns with which Maywood is associated. This particular aspect also shows compliance of the audit report with the GAAS framework (Public Company Accounting Oversight Board, 2014). Through analyzing the audit report, it can be determined that the audit conducted for the Town of Maywood is in alignment with most of the requirements of the GAAS framework and very little has been omitted or not complied with the same. Prior to the preparation of an audit report, individuals interested both in public administration as well as working as accountants for governmental units must possess an in-depth knowledge about the objectives along with the standards to be followed while preparing an audit report. This may be owing to the reason that the effectiveness of public administration is directly relevant with appropriate

The Reversal of the College Marriage Gap Research Paper

The Reversal of the College Marriage Gap - Research Paper Example It is generally argued that American society has been transformed in the manner that there are visible changes in the roles of men and women at the time of their marriages. (Fry and Cohn). Due to this reason, the resulting changes in the way adults marry have been manifested in the form of late marriages. This bar graph also indicates that the marriage rates of the adults under the age of 20 have subsequently declined due to the changes in the economic status of women. Another study conducted also showed that the average age for first marriage has changed during last forty years as economic hardships as well as the changing relationships between different members of the society have contributed towards the transformation which was experienced by the American society as a whole due to this shift. (National Poverty Center) Graph -2 indicates the changes which took place in terms of ages of the college educated as well as non-college educated adults at the time of their marriage. The results suggest that the average age of the college educated as well as non-college educated adults is almost same at the time of marriage. This change in the ratio of the ages has changed over the period of time, as earlier, non-college educated adults tend to marry at an early age as compared to the college educated adults. The change is however, mainly because of the difficult economic situations with which both types of individuals have to tackle.

Was J.S.Mill Right to Claim that Suppressing an Opinion is Robbing Mankind Essay Example for Free

Was J.S.Mill Right to Claim that Suppressing an Opinion is Robbing Mankind Essay John Stuart Mill asserted that by suppression of any opinion that mankind was being robbed. He based this claim upon several different reasons. The first was that when you suppress an opinion you are assuming that you are infallible which Mill claims is a very dangerous position to hold, Mill says that when an opinion is compelled to silence it may well be correct and so suppression of said opinion denies people of the opportunity to correct their own beliefs. Another reason put forward is that even if the opinion silenced is incorrect almost all opinions contain some portion of truth within them, and the only way to truly progress ones opinion towards overall truth is to take the different sections of truth from other opinions and use them to improve your own. Thus even an incorrect opinion can be highly useful and should not be silenced. Thirdly Mill pointed out that even if the prevailing opinion were completely correct when an opinion goes unchallenged and simply is accepted it often can become dead dogma, by which he meant that for most people it becomes simply a hollow phrase with no real meaning or feeling behind it. Only through constant challenging of ones beliefs, Mill claims, can the belief remain alive and keep its true meaning for people and only when this is true will people use the opinion to actually guide their actions. Due to these three main reasons Mill claims that the suppression of any opinion be it correct or incorrect, is robbing mankind of their chance to amend, change or reinforce their own opinions. One problem with this view is that whilst it does appear to be fairly comprehensive at first it paints a rather idealistic view of truth. Mills argument assumes that there is an absolute external truth and that this is the ultimate aim of all opinion. If there is no truth outside of our beliefs or opinions then his second reason for the non-suppression of opinions is not tenable, as one opinion cannot be improved by incorporating the truth from another opinion. In this case an opinion being suppressed does not rob mankind, as it is not stealing from them the opportunity of anything. A problem with this argument is that it only discounts one of Mills three points, leaving the other two still as valid. Since each of these points works on their own this argument would need to be combined with others in order to fully refute Mills proposition. This is followed on by his assumption that the ultimate search is for overall truth. Nietzsche asserted that instead the search for truth is to find the set of assertions which is most life preserving or life enhancing and that the ultimate external truth of a statement only matters if it is involved through one of these points. If this is in fact the case then both first and second assertions are untenable because they both rely on truth being the overall aim, rather than whatever works best. However Mill would not agree with this assertion as he would argue that through utilitarianism a large part of the ultimate use of an opinion is its truth and so to him even if Nietzsches claim is the best way of searching for an opinion the truth of said opinion is a vital part within this. There are also more general arguments against Mills assertion of absolute free speech and revulsion to its denial. Can absolute free speech always be a good idea? There are statistics to show that, for example, there is a noticeable rise in racially motivated attacks when a BNP seat is held in a constituency. In these cases the attacks appear to be largely motivated by the free speech exercised by the political party, as the rise in racial attacks is not normally accompanied by a change in the makeup of the community. In this case it would appear that the use of free speech has caused attacks on innocent people. It seems very difficult to justify claiming that suppressing an opinion that caused harm to others would be robbing humanity of anything. However one could say that for the BNP party politician to gain the seat there must have been a change in the thought of the community even if the actual people havent and that it is in fact this change in thinking, potentially brought about by any number of issues, that causes the increase in racial attacks. One example, which can be used to support Mills belief, is that of Tiananmen Square. Whilst this would appear to be a victory of suppression over opinion it can in fact easily be seen the other way around. Through the people of China managing to express their opinion much of the world was awakened to the unhappiness within China and an iconic figure was created (tank man). The oppression of the Chinese peoples opinions eventually led to the events at Tiananmen Square where estimates of the numbers of dead range from 200-300 (issued by the Chinese government) to 2000-3000 (from international sources), however the opinion has since just grown stronger. This obviously shows that the suppression of the opinion is harming the people who are willing to die to attempt to express it. However it could be argued that these protestors destabilise the country and could potentially disrupt it enough that it fell into insurgency. From this point of view, extolled by the Chinese government, the act of the suppression of the opinion is for the greater good as it helps to keep the country stable and the citizens safe. Even if this causes them to be unhappy about the state of things it can be asserted that this is better because they are at least protected. In this case they are not being robbed by having their opinion suppressed because it is being supplanted by something deemed to be more important and incompatible with the opinion. In conclusion Mills argument that suppressing an opinion is robbing mankind appears to be fairly stable however not necessarily exactly as he first put it forwards. For example Nietzsches view that the best opinion is one that is most beneficial rather than necessarily true, appears to be a better blueprint for the search of opinions than an external truth. However once this change to the semantics of Mills initial assertion the argument looks to be a solid one.

Tahiti and the French Polynesia :: essays research papers

Spread across nearly 2,000,000 square miles of the South Pacific, in an area as large as the continent of Europe, lies the Territory of French Polynesia and its principal island, Tahiti. Settlers from Southeast Asia are thought to have first arrived in the Marquesas Islands, in the northeastern part of what is today called French Polynesia, around 300 AD and in the Society Islands, including Tahiti, to the west by about 800 AD. Prior to the first European contact, the islands were ruled by a hierarchy of hereditary tribal chiefs. The first Europeans to visit the area were the English explorers Samuel Wallis in 1767 and James Cook in 1769. French explorer Louis-Antoine de Bougainville arrived in 1768 and claimed the islands for France. In the late 1700s occasional ships arrived in the islands, most notably the H.M.S. Bounty in 1788, captained by William Bligh. The first missionaries, from the London Missionary Society, arrived in the islands in 1797. By 1815, with the support of the most powerful ruling family in the islands, the Pomares, the British missionaries had secured a strong influence in much of the Society Islands, doing everything possible to eliminate traditional Polynesian culture by barring traditional dance and music as well as destroying carvings and temples associated with native religion. The French continued to hold influence over the Marquesian Archipelago and eventually were successful in expelling the British and securing influence over much of what today constitutes French Polynesia, leaving the ruling Pomare family as little more than figureheads. In 1880, King Pomare V was forced to abdicate, and a French colony was proclaimed. By 1901, the colony included the Austral Islands, the Gambier Archipelago, the Marquesas Islands, the Society Islands and the Tuamotu atolls to the southeast. The first half of the twentieth century saw periods of nationalistic protest in the colonies which were by then called the Établissements franà §ais d'Ocà ©anie (French Pacific Settlements). It was not, however, until after World War II, when Tahitians who had served France returned home, that pressure forced the French government to extend French citizenship to all islanders. The first territorial assembly was established in 1946, and by 1949 the islands obtained representation in the French Assembly. In 1957, the territory was officially renamed the Territory of French Polynesia. The Republic of France is represented in the territory by a high commissioner appointed by the Republic. Throughout the second half of the twentieth century, limited autonomy was granted to the territorial government to control socioeconomic policy but not defense, law and order, or foreign affairs.

‘Raw’ by Scott Monk Essay

‘Raw’ is a novel written by an Australian author Scott Monk for young teenagers to explore an alternative approach to the juvenile justice system, one that supports and encourages young offenders to take responsibility for their actions. Monk uses significant episodes, contrast in characterisation and a range of language techniques to show the central character journey as he learns to take responsibility for himself. Monks plot is based on a theme which is action – packed with violent episodes such as Tyson and his gang attacking Brett and cutting of all of his hair. As well, it is based on a love triangle where Brett is put in between his new love interest Caitlyn and his ex-girlfriend Rebecca. It also follows a journey theme where Brett changes once he travelled an 800 km journey from Sydney to the Farm. The plot is episodic and highlights the change in Brett. Episodes which show this change and that it is sometimes difficult for him include, walking away from f ighting Mr Douglass, not letting his anger control him, â€Å"he’d lost one fight but won another† As well as apologising to Caitlyn realising that he was wrong and wanting to fix his mistakes, â€Å"And he’d learnt that the hard way that love couldn’t be owned† One main character was used to show the theme of a troubled individual and society’s way of dealing with them. Monk writes in third person but with Brett’s perspective. He also used many secondary characters who are a part of Brett’s journey such as, his love interest Caitlyn, friends Josh, Sam, Robbie and enemy Tyson. Monk also cleverly contrasted characters to highlight the aspects of society, for example, Sam treats the kids like normal citizens, not criminals and tries to help them rebuild their lives, which is contrast to Mr Douglass who makes assumptions about Brett and all of the boys at the farm, not treating them as normal citizens of society and not allowing them to show that people can change. Monk also used Brett’s developing relationships to show his slow growth into someone who has something to offer society. For example, his relationship with Caitlyn teaches him that you need to treat people with love and respect to receive it, he also learnt that other people’s wants and needs are just as important as his own. His relationship with josh allows him to understand  that someone will always have it worse then you and that whatever is happening only you can control and change your future. â€Å"Just remember, Brett, only you can change your life.† The language used in the novel is directed at Monks youth audience. He uses colloquial language, ‘when Brett calls the police (pigs)’ as well as lots of direct speech to show the interactions between Brett and the other characters, (Josh) â€Å"I saw you perving at Caitlyn† (Brett) â€Å"what! Is that her name?† Monk uses descriptive language builds up the imagery of his characters, â€Å"The man looked like an old cowboy or one of those guys who drive cattle, a stockman† As well as the settings used, imagery is sometimes very symbolic for example, Brett leaves Sydney and arrives at the farm in a paddy wagon then 3 months later leaves back to Sydney in the paddy wagon but as a changed man. Monks presentation of the farm as a juvenile detention centre shows his audience another side of this issue. There is minimal security, few rules where Sam and Mary treat everyone as individuals â€Å"don’t call Brett a no-hopper!† Monks theme of the individual being responsible for his/her own actions is shown well. His characters show that when they make bad decisions there are repercussions. For example, Rebecca’s decisions ruined her future, and Tyson’s bad choices ends him in jail. At the start of the novel Brett was consistently making bad choices but by the end of the novel Brett is making good choices, which is shown when he walks away from Mr Douglass. The epilogue of the novel shows the result of this idea when Sam asks if he’s learned anything and he realises he has, â€Å"lots of stuff, like friendship. Trust. Love. And loss.† Even though he is going back to Sydney, in the same paddy wagon he came in, to go to a ‘proper’ detention centre, Monk shows that Brett has changed through his thoughts at the end, ‘He was young and he was going to start again’ Scott Monk wanted his readers to know that if you are in a bad situation only you can change that, but having people around you who offer a second chance can be vital to prove that you can be a good person and you can change for the better.

Business: Automobile and Proton Essay

This assignment contains about business environment. Business environment refers to different forces or surroundings that affect business operations. Such forces include customers, competitors, suppliers, distributors, industry trends, substitutes, regulations, government activities, the economy, and social and cultural factors. Others are innovations and technological developments. We choose Proton Holdings Berhad because we think this local company is the best company for us to do this business environment assignment because this company use this include Macro, Micro and Internal Environment. PROTON COMPANY BACKGROUND Proton Holdings Berhad (stylized PROTON) is a Malaysian automobile manufacturer. It is headquartered in Shah Alam, Selangor and operates an additional manufacturing plant in Tanjung Malim, Perak. The company was founded in 1983 and was the sole vehicle manufacturer in Malaysia until the establishment of Perodua in 1993. Proton is a Malay acronym for Perusahaan Otomobil Nasional Sendirian Berhad. (English: National Automobile Company Private Limited). Proton was largely a manufacturer of badge engineered vehicles from Mitsubishi Motors between 1985 and the early 2000s. The company has since produced several indigenously designed vehicles and operates in at least 26 countries, of which the majority are in Asia. Proton was formerly owned by Khazanah Nasional, the investment holding arm of the government of Malaysia. In January 2012, it was taken over by DRB-HICOM, a Malaysian conglomerate in a transaction amounting RM1. 2 billion. Proton, predominantly reliant on the local industry is currently undergoing major structural and internal changes, as evident in the appointment of a new owner, partner, Chairman and the launch of various new and upcoming models in an effort to gain an international presense and increase profitability. PROTON produced Malaysia’s first car, the Proton SAGA which was commercially launched on July 9, 1985 by Malaysian Prime Minister, Dato’ Seri Dr. Mahathir Mohamad who conceived the idea of a Malaysian car. One of the reason of this achievement is due to the introduction of new models with higher profit margins, stronger sales volume, savings from group-wide cost-reduction initiatives, income from the sale of rights for use of Intellectual Property Rights relating to a vehicle platform (for the China market) as well as the R&D grant. For the year 2008, PROTON’s focus would be in the core areas of product, quality, cost efficiency and distribution network. PROTON aims to have a strong product portfolio by introducing â€Å"the right car, for the right market, at the right price and at the right time†. This was reflected in the organisation’s newly introduced Exora, Persona and Saga Models, with the latter powered by the new CamPro IAFM engine. PROTON has also continued to update and refresh existing product lines to entice and attract customers. PROTON cars are also known internationally as competitive and innovative automobiles. PROTON now is being exported to 50 countries like United Kingdom and continental European markets, thereby realizing its goal of being an internationally successful Malaysian automobile manufacturer. The first PROTON car was exported in 1986. The number has increased steadily and in 1998, Malaysia exported a total of 18,422 units to countries and areas, including Argentina, Australia, Bahrain, Bangladesh, Belgium, Brunei Darussalam, Chile, Cyprus, Egypt, Fiji, Germany, Jordan, Kuwait, Lebanon, Libya, Maldives, Mauritius, Oman, Philippines, Qatar, the Russian Federation, Saudi Arabia, Singapore, Slovenia, Sri Lanka, Taiwan Province of China, Turkey, United Arab Emirates and United Kingdom. The models being exported include Wira, Sedan/Aeroback, Satria and Putra. PROTON’s exports are the most successful in the United Kingdom due to its competitive pricing strategy and its buyback arrangement with car rental companies in the country. PROTON also benefited from the Generalised Preferences Scheme that made it easy for them to enter the United Kingdom market. PROTON has introduced a few upgraded models with higher engine capacity and sporty design to establish its presence internationally. PROTON is focusing to be more customer-oriented and by producing competitively priced and innovative products. It is therefore contributing to the Malaysia’s attainment of Vision 2020. Main Body. Macroenvironment a) POLITICAL FACTORS Currently, most of ASEAN region are free trade or 96% of the entire ASEAN trade. Asian Free Trade Area was established in January of 1992 in order to eliminate tariff barriers among the Southeast Asian countries. It planned to reduce tariffs to zero to 5% in 15 years among the six nations through a common effective preferential tariff (Ghani & Zainuddin 2008). If we are going to check on the high selling prices of the national cars of Malaysia because of high production costs and lack of vendor efficiency, there is a big possibility that the local market will be ruled by imported cars. In Malaysia, PROTON prices are kept comparatively lower to foreign manufacturers through protectionism. Protectionist policy has largely been blamed for PROTON ‘s stagnating performance. b) ECONOMIC FACTORS The vehicle sales in the country is expected to fall by year by year due to different economic aspect, primarily the issue of global financial crisis, which affected the local financial status of the country (AseanOneMonitoring 2009). As a result, the government of the country is expecting a slow economic growth for the country, which can affect the buying behavior of the customers. Furthermore, due to the AFTA, it had increased the competition, which will impact the performance of Proton. c) SOCIAL FACTORS The growing population in the country is one of the factors which can affect the automobile industry. Furthermore, the ratio of car ownership in the country is somewhat high or total of 1:5, which signifies that people are considering cars as important things in their lives. Furthermore, people will also set on big-ticket items or consumers are expected to put off buying different motor vehicles because of the employment market uncertainty because of the global and local financial crisis (AseanOneMonitoring 2009). d) TECHNOLOGICAL FACTORS Due to the increasing competition, the development in technology is growing and affecting the performance and position of each and every company in the automobile industry. It is also important to consider the maturity of technology, together with the maturity and capacity of manufacturing, which affect the innovation process of any company. Due to the different technologies, primarily the help of computer and the Internet, the potential for innovation and development is increasing. Microenvironment * Suppliers The supplier has a neutral power over the industry. This is because there are few dominant suppliers in the industry who are well known for quality and brand image. Provide the resources to produce goods and services. Treated as partners to provide customers service. Proton Supplier, AV Ventures steering, wiper and washer and window regulator systems. Ichikoh, Head lamp, mirror (also for Toyota, Nissan, and Subaru). * Other stakeholders Proton’s key stakeholders are the Environment, the Malaysian government, the Malaysian public, car owners as well as its vendors and suppliers. The Malaysia Government owns 52% of Proton shares through Khazanah, Petronas and ValueCap. ValueCap is a government investment arm. The government also heavily subsidizes the production of proton cars by giving grants and exemptions/tax credits. But despite that, Proton continues to make loses. The Malaysian public is the indirect shareholder through EPF (Employees Provident Fund), government unit trust funds Amanah Saham Bumiputera, Amanah Saham Malaysia) and Lembaga Tabung Haji. Together these funds hold around 20% of Proton shares. Additionally, it is the public that pays the tax, which then is used to provide grants and tax credits. Proton also involves in sponsorships in the area of education and sports as well as donations to the needy. Customers or car owners can’t find the exact figures of active Protons cars currently being driven all over Malaysia but I would estimate the figure to be around 3 million (assuming no cars have been fully retired). The figure is justified since I can still see many first generation Proton Saga cars on the road. Environment also externality factor to be considered by having almost 3 million proton cars on our road (most of the cars produced are sold locally in Malaysia !! ). Moreover, the earlier generations of Proton are nearing retirement and may need to be sent to scrap yard and contribute to our ever increasing waste disposal problem. Vendors and Suppliers More than 80 per cent of Proton components are currently produced or supplied by automotive component manufacturers and suppliers. Proton’s network of 287 vendors and approximately 3,000 sub-vendors currently supply more than 5,000 individual components and parts for its cars. * Intermediaries We continued to work with our distributors and dealers in a number of ways, most importantly, on programs designed to enhance the sales and service experience for our customers. The strengthening of the domestic sales and service network remain our key focus to improve customer service and maintain our market share. Proton Cars Australia recorded retail sales of 1,388 units, an increase of 55%. This was the second largest increase in percentage terms of any OEM in Australia. The higher sales were attributed to the success of the Jumbuck (Arena) which accounted for 786 units. Proton Cars UK managed to retail a total of 507 units of Jumbuck (Arena), which represented 80% of the sub one ton single cab petrol pick-up market. Total sales however, recorded a decline of 14% with the gradual phasing out of the old products. Proton has continued to achieve excellent results in the 2004 UK J. D. Power Customer Satisfaction Survey. Proton tied for 10th position in the Overall Top Brand Category out of 33 brands and was placed second in Dealer Service Satisfaction, just behind Lexus. Further inroad into the neighbouring Asean markets is expected in 2005 with the establishment of Proton Edar Indonesia and Proton Singapore. * Competitor The big competitor in Malaysia in term of automobile companies and affordable car is PERODUA. The competitive environment as we can see roughly in Malaysia is affordable car where all citizens in Malaysia can buy it and the car maintenances also cheap. Here, the porter four are been applied for more clearly because the competitive environment not only about the competitor. It can be about the economic recession, natural disaster and etc. i) Competitive Rivalry In Malaysia, there is not too much competitor around affordable car. The low cost car as I mentioned above (cheap maintenance) is not have a lot of competitor in generally. The affordable car in Malaysia also, gets more potential to sell compared to luxury car. The luxury car is only certain people used. As we see the environment in Malaysia, 1 family will have more than 1 car. For sure, the first car they will choose the cheaper car and affordable car. ii) Threat of New Entrant (high) The economic recession will be a big threat for PROTON. As we know, all big company will facing over budget or does not achieve the sale for that year. The government will lose a lot of money cause of policy and shareholders. By the way, economic down turn actually comes suddenly without notice. iii) Threat of Substitutes (high) Substitutes also will be a big threat for PROTON. Malaysia has to national car. The First automobile is PROTON and secondly PERODUA. The substitutes will high in term of car model (some of car model looks similar), and car spare part. iv) Buyer Power Buyer will choose the low cost car for the first car and buyer also actually are fragmented. So, it will not has much influence. * Customer Customers are the source of our income. We deliver on our promises to our customers’ satisfaction. The process in identifying the consumer target for new Proton Exora 2 is important due to the fact that consumers tend to have different brand knowledge structures and thus they will perceive differently for the products or services. Proton has successfully identified their target market, according to the segmentation bases namely behavioral, demographic and psychographic factors. INTERNAL ENVIRONMENT Marketing The company used to segment its market on variables such as behavioral, demographic, and geographical differences. Behavioral Segmentation: Behavioral segmentation is based on the customer’s needs and subsequent reaction to those needs or toward the purchase of intended products and/or services. Demographic Segmentation: Demographic segmentation refers to a wide study of the potential customers. Since the company is targeting its market to more economy class customers, demographic segmentation is employed by the company. Geographical Segmentation: Geographical segmentation is done by dividing people (markets) into different geographical locations. The company targets markets of different countries other than Malaysia. Production PROTON’s model products include WAJA, SATRIA, GTi, WIRA, ISWARA, ARENA, PERDANA V6, JUARA, PERSONA and EXORA. The range of 1. 3, 1. 5, 1. 6, 1. 8 and 2. 0 litre engines satisfies a wide spectrum of customers both locally and abroad. PROTON’s model products include WAJA, SATRIA, GTi, WIRA, ISWARA, ARENA, PERDANA V6, JUARA, PERSONA and EXORA. The range of 1. 3, 1. 5, 1. 6, 1. 8 and 2. 0 litre engines satisfies a wide spectrum of customers both locally and abroad. Based on technology and parts from Mitsubishi Motors, production of the first model, the Proton Saga began in September 1985 at its first manufacturing plant in Shah Alam, Selangor. The 100,000th Proton Saga was produced in January 1989 and latest model is Suprima S. Finance Proton maintained huge financial profit thought the 1980s till 2000 due to their high market share in Malaysia. But with the launch of an arch rival Perodua in 1993, Proton was about to have a big run for its money and this came to reality in the 2000s. Proton’s market share dropped in 2006 to 30. 4% for the Malaysian market. Their generated revenue of 7,796 ( Million in Malaysian Ringgit) in 2006 was the second lowest in the last seven years as the company have always hit the billion Ringgit mark in the previous 7 years. This fall allowed Perodua to overtake Proton as the country’s largest passenger carmaker for the first time in history, with a 41. 6% market share while Proton fell from 40% in 2005 to 32% in 2006. Their market share continued to reduce down to 23. 1% in 2010 mainly due to new government policies. For example, under AFTA, Malaysia has reduced import tariffs, admittedly after having secured a two-year deferral from ASEAN. Import tariffs on completely built-up (CBU) unites were reduced from a band of 70 – 90 percent to 20 percent at the start of 2005. However, it is important to understanding that Proton losing its market share to Perodua, another Malaysian automobile that was formed a decade after full operation of Proton could hint some gaps in their management system. In other to justify these claims, it is necessary to have a look at their in-depth financial performance since the 2000s and how they have coped with loses in relation to their internationalization project. Personnel The overall thrust of our Human Resource strategy is to recruit, reward and retain the best employees. During the year, a number of recruitment road shows were conducted in Malaysia as well as the UK among leading engineering and business universities to meet our growing requirement. The response was overwhelming and more such road shows are being planned for the coming year. An internship program for graduate trainees was implemented during the year to meet the growing needs of the business. The Human Resource Management Group has continued to be the key forum for the communication of policies and issues affecting the employees. The Group comprising representatives from the Senior Management and the Proton Workers Union meet on a monthly basis to discuss strategic human resource issues affecting employees. It is a unique program that allows regular communication and prompt resolution of issues as well as participation by the Union in the development of policies affecting the employees. Research & Development The Group continues to research new technologies with the ultimate aim to put these innovations into production through partnerships with Tier One Suppliers or OEM customers. Two such advancements likely to see production are engine technology AVT (Active Valve Train) and chassis technology VVA (Versatile Vehicle Architecture). The Group has also invested significantly on the development of new innovative products to meet the challenges of the market place. During the financial year, the Group invested RM542. 9 million (2003: RM413 million) in research and development. For 2004, total development expenditure increased significantly with work focused on the development of new models on a number of platforms including the leading edge Versatile Vehicle Architecture (VVA). The VVA reduces the time it takes to bring a new product to market and helps meet changing demand more quickly. Globally, we are moving towards shared technologies so that vehicles can be differentiated while using common components. The reduction in development time will create greater efficiency and the standardisation will also lead to greater economies of scale in purchasing components. Development has also begun on an aluminium-bodied vehicle built on the VVA platform. Increased fuel efficiency and power through weight reduction and material recyclability are key factors that have conspired together to promote the use of aluminium in vehicle body structures for high volume production. CONCLUSION Proton is aiming to become one of the strong competitors of the automobile companies in market. So, as other existed competitors challenge the other proton company, they were inspired by them to develop a quality business for the customers. Competitive advantage is what they are targeting for company and there are business motivational is about the capabilities in automobile companies . Even they are realizing that there are some existed competitors have their own abilities in the automobile, they are also have the buyer Power. The buyer will choose the cheap car for the first car and buyer also actually are fragmented. Therefore, it will not have much affecting. Besides that, they are always finds a way to make the market being effective with their strong distribution network. However, the companies of proton is the most famous company in Malaysia as we know and they will try the best to ensure that damage will occur. Moreover, proton also is one of the companies which give a inspiration on all people and race in Malaysia irrespective early age or that old. Everyone knows, that Proton has various product automobile with the design distinctive. Some, from revenue scooped the great of benefits had rival that high with others automobile company. Even though, it still will ensure that Proton companies will always stable with economy and in terms of from product aspect is that best and high quality.