WHOLE SCHOOL APPROACH AND GENDER VIOLENCE-BASED

 

Introduction

Fundamentally, all children deserve a school environment that is tranquil and safe. The environment will permit them to grow, express their potential and take full advantage of their skills and abilities. However, a reasonable number of students are facing a different day-to-day basis exposure to gender-based violence.  The exposure is via both explicit and implicit forms that enormously affect children’s social interests and academic endeavors. This study, therefore, sought to explore gender-based violence using the evidence-based mechanism, the whole school approach. A whole school approach refers to mitigating strategies that work at multiple tiers, at the school and community, for preventing and responding to gender-based violence. In the narrow view, effective whole-school approaches deal with a range of spheres simultaneously. They include but are not limited to the school environment, culture and pedagogical mechanisms.

The study premise is engulfed in eight minimum standards elements to establish a safe, gender-responsive and all-inclusive school environment. These are 1) top-notch school leadership and community engagement; 2) creation and implementation of a code of conduct; 3) capacity building of the teachers and teaching staff; 4) creating children's awareness on knowledge of child rights, participation and dealing with gender inequality; 5) enhancing reporting, managing and accountability; 6) Dealing with incidents; 7) improving conditions of the physical environment and 8) improving engagement with parents.  The report further uses whole-school approach evidence-based based on the four perspectives: comprehensive-health, three-tier model, social-ecological and strength-based perspective.

The paper is divided into five parts. The first part is the introduction. The second part expounds more on gender-based violence with the support of data. The third part is the rationale underpins of the whole approach and its prevention strategies.  The implications of school responses to gender-based violence constitute the fourth part. Part five and the concluding part is the report conclusion.

 Gender based violence

GBV can be defined “as acts or threats of sexual, physical, or psychological violence occurring in and around school, perpetrated as a result of gender norms and stereotypes, and enforced by unequal power dynamic” (Unesco et al.,  2016). The phenomenon impacts negatively on the lives of millions of children globally.  Although the research on school-based gender based violence is limited, data indicates that the students and teachers experience extensive physical, sexual and emotional abuse within the school surrounding. Precisely, genders, teachers and students can be victims and the perpetrators of this phenomenon and it can result in serious and long-term consequences (Unesco, 2016).  Gender based violence wears many faces. They include but are not limited to gang undertakings, personal items theft, bullying and intimidation, use of dangerous objects and guns and verbally abuse.

Although much of the scale and scope of the GBV in schools remain concealed, the available data on violence against students that include but are not limited to bullying and physical violence, allow this report to build a partial, despite fragmented, picture of the pervasive nature of GBV in learning’s institutions. According to research by Plan International (2013), nearly 0.25 billion children world wise are suffering from school-based violence yearly. In some European countries such as France, 40% of the students have complained of cyber bullying (Menesini et al., 2014).   Another research indicates in Zambia, 61% of the children have reported bullying on the monthly basis (Fleming and Jacobsen, 2010). Unesco (2016) reports that more than one million children in school suffer from physical violence under the pretext of discipline: 50% of all children globally live in countries where there is weak or no legal protection from corporal punishment.

Research has indicated gender-based violence is promoted by numerous factors. To begin with, schools located longer distance serves as disincentives to schooling and catalyst GBV. According to Suleman et al. (2013) distance from the school in most cases is affecting girls' schooling. Furthermore, they are more cases of school girls being raped by their male counterparts, or members of the community and even cases of disappearing (Small et al., 1993).  The second factor is media which is associated with students’ exposure to a violent culture. Notably, most young people learn violent behaviors through observation.  Media also provide a dimension that exposes students to sexual behavior mostly through pornographic. Therefore, it has an impact on increasing the cases of rape and other forms of gender-based violence.

 Evidence-informed responses

The prevention of gender-based violence in the community and school-based is through the provision of the impetus to develop the guidance premises at strengthening gender responsiveness to make the learning environment safe. Furthermore, it provides an evidence-based framework for action that guides policymakers and practitioners to design the best mitigation strategies. We have learned a great deal about the integration of an evidence-based whole school approach in responding to gender-based violence.  The monitoring, evaluation and learning strategy applies to a gender transformative approach in paradigm shifts in attitudes and behaviors among all stakeholders.

The perspective includes comprehensive school health, strength-based, social-ecological systems and three-tiered planning.

Figure 1 evidence based

Prevention from the minimum standards

 Based on the eight minimum standards, the prevention is executed in the following ways.

 

Strengthening of the school and community leadership

The support and leadership of school and community governing organs are imperative in encouraging undertakings that create a culture of non-violence and respect in society. Strong leadership in all dimensions plays a vital role in ensuring all the codes of conduct are implemented, reporting and the incidents response mechanisms are seamlessly monitored and execution of the appropriate and necessary actions are. An effective code of conduct forms the fertile ground that creates a sense of shared ownership and responsibility for ensuring a non-violence learning environment. Also, it increases accountability and indicates the approach to reporting and addressing misconduct.

School leadership is responsible for coordinating with community authority on the monitoring and budget-based issues within the school vicinity, and is an important part of the implementation of a whole school approach (UN women, 2016). Precisely, successful policy implementation in school requires full support from all the stakeholders such as the education authorities, community leaders and the teachers receiving training. In other words, school principals, teachers, students and even parents work collectively to develop the approach and respond to cases of gender-based violence. Consequently, local entities such as the police and other organizations partner with the school to develop and respond to incidents of gender-based violence. Furthermore, these engagements are associated with the creation of referral paths and the promotion of safe schools.

Engagement with parents and communities 

Ensuring the success of the whole school approach to gender-based violence requires robust practices of consulting with the stakeholders, Involvement of the school community is salient for gaining their support. The aspect is particularly significant for responding to intense abuse and violence to safeguard the students against gender-based violence. (UNICEF, 2009), making parents and the school community part of the discussion against gender-based violence has the ripple effect of creating opportunities to directly address the disdain issues embedded in GBV. Therefore, the parents and community are involved in school to keep the students safe. The discussion on the role of social norms and societal inequality forms the ground for understanding violence (Parkes, 2020). According to Crabble et al. (2012), although schools may be creating a safe learning environment, gendered attitudes in the community need to be accounted for. Therefore, school-building alliances with members of the communities help broaden the salient dialogue on students’ wellbeing.

Furthermore, to prevent gender-based violence, parents are expected to use positive parenting and discipline techniques. Corporal punishment is a challenging space that requires drastic changes. Phiri et al. (2015), there is need to review the sphere of corporal changes, since the school may be supporting child-friendly values, and parents and the communities may be regarding corporal punishment as a discipline instilling mechanism. Thus positive disciplinary methods are achievable through discussions between the school and the community meetings. These meetings avail platforms where the parents and teachers provide their perspectives on both corporal punishment and positive discipline. According to Mugadza et al. (2019), it is important to have forums to discuss the reasons fuelling corporal punishment is widespread in the community. These forums also should form the ground for the community to be encouraged to contribute to the development of positive discipline practices in the community.

Evidence based-responses
 the paper focuses on two perspectives.  To begin with, the comprehensive school health backbone is on the planning of the student's well-being and school safety.  It recognizes that healthy young people are well designed to achieve, especially academically. The whole school curriculum approach to addressing gender-based violence; takes appropriate action in all junctures of students’ schooling.  Therefore, creating awareness of gender-based violence through cumulative lessons helps students in their quest to identify, discuss, report and address the incidents of violence against their peers and friends (Wilson, 2015). Among the approaches is the integration of children's rights into the curricula.  Through teaching and learning, children understand to have inherent capabilities as well as rights and responsibilities which should be respected and promoted. In a nutshell, the school curriculum discusses the rights and responsibilities of students and educators for the protection and to promote non-violence learning environments.

 

The second perspective is the three-tier model that offers a framework to identify evidence regarding the strengths, needs and priorities. The framework should offer both proactive and responsive practices.  They are divided into three tiers: primary, secondary and tertiary.   Since the report is dealing with a high level of gender-based violence; the emphasis will be on the secondary and tertiary tiers.  In the secondary, the implementation of the response and prevent gender-based violence is through the provision of early intervention and support.  The intervention is executed collectively to take less time, lessen the impact and enable sustainability in coordinated programs. On the tertiary tier, the execution is through focusing on minimizing the immediate effect of gender-based violence on the victims. For instance, building the capacity of teachers and the community to the point stakeholders feel more equipped to take the risk needed in handling sensitive issues such as gender-based violence (Parkes, 2020). In particular, it is significant in engaging with students and communicating with the community about sticky topics such as bullying and sexual harassment.   

 The social ecological emphasizes the importance of connection and the community.

Therefore, schools under this pretext create a sense of belonging and help to develop students' social, emotional and physiological well-being.  Therefore, the concept is integral to prevention of the gender-based violence since it builds the foundation of caring that will support the problem-solving process in case of GBV. Furthermore, connection creates a sense of belonging hence developing positive relationships and communicating support to resolve incidents of GBV.

 

 

 

Figure 2 Social-ecological system perspective

 Finally, it is the strength-based practices perspectives confined to a belief system with partnership processes and as well practices that empower individuals by building on their potential and provision of a supportive environment.   Responding with restorative rather than harsh disciplinary practices such as corporal punishment is ideal for creating a positive learning environment free from violence. Furthermore, integration of the positive behavior supports creates a calm and safe environment.

 

Implications of the research

 Sustain a positive school environment in most cases is driven by the school authorities and it can be disrupted by job transfers or inadequate resources.  Therefore, for effective implementation of the whole schooling approach is salient for the school administrator to lobby for enough resources from the authorities for successful projects. Some of the resources are prerequisites for hiring school counselors and psychologists, organizing meetings with the community and building more facilities.  Through strength-based practices, there is the integration of social and emotional learning.  Thus, the stakeholders can have emotional competencies in terms of self-awareness, self-management, social awareness and relationship skills.  According to Lisandra et al. (2016) social-based strength improves students' behavioral adjustment in terms of increased social behaviors and improves overall academic performance.  Therefore, this paper, recommends that school administrators have worked closely with the education authorities at all levels to ensure that the school-level project has enough resources and is monitored.

Monitoring undertakings and evaluation of the effectiveness of the whole school approaches can be a challenge since there are multiple pathways of change occurring. In effect, it has resulted in limited evidence based on the implementation of the approaches.  According to Belot et al. (2018), it is recommended that learning institutions develop a robust and long-term prevention plan that addresses the issue of gender-based violence. Furthermore, the three-tiered health framework provides the framework to address gender-based violence within the set of behavioral and academic concerns. Therefore, this paper recommends that the school and the community should invest in the monitoring, accountability methods and collection of the relevant data on the approach that is contributing to the reduction of violence and it is sustained.

The whole school approach model requires many stakeholders and activities.  This nature makes it complex to implement and hence requires a sophisticated process to ensure its success.  Therefore, it should be routine for all these stakeholders to work together within management committees and other groups involving parents and teachers.  Working together as per comprehensive healthy perspectives fosters a healthy relationship. Therefore, this paper recommends that the implementation of a whole school approach should be tailored to the needs and priorities identified by the school and the community. Research has suggested that rather than having a sole focus on ending just one gender-based violence, it is imperative to create a caring and respectful school environment and positive results that include but are not limited to emotional well-being and social wellbeing. Furthermore, these environments are attributed to the provision of the critical context for shaping students’ self-esteem, self-efficacy and high level of self-control over their lives. Furthermore, there should be strengthening of the school system to prevent and respond to gender-based violence. Therefore, the identification of students needs mental and other helpful services to help them plus their families to find the appropriate services.

Conclusion

In a nutshell implementation of the whole school approach in addressing gender-based violence, success is confirmed by the reduced number of victims of gender-based violence. In other words, there should be few cases of gender-based violence reported. This is achievable through a good relationship between the stakeholders. All the parties should actively contribute to strengthening initiatives and policies aiding to respond and preventing gender-based violence. Furthermore, a successful implementation means that there is an adaptation of initiatives that directly reduce gender-based violence such as using other disciplinary action rather than corporal punishment. These positive disciplinary methods ensure that students are availed easy schooling time without being subjected to any unwanted action.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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Parkes, J., Ross, F. J., & Heslop, J. (2020). The ebbs and flows of policy enactments on school-related gender-based violence: Insights from Ethiopia, Zambia, Côte d’Ivoire and Togo. International Journal of Educational Development, 72, 102133. https://doi.org/10.1016/j.ijedudev.2019.102133

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how Covid-19 impact the demand of online food in Norway

 

Introduction

Covid-19 has fundamentally changed the dynamics of the consumer consumption. In other words, people are now buying, living and thinking differently. Consumers are responding deeply to the impact of the pandemic from an economic perspective. In the narrow sense, consumer behavior is a salient and ongoing decision-making process confined to deliverables that include but not limited to purchase, utilize, use and the disposal of a product (Valaskova et al., 2015). Subsequently, all the consumer behavior is dependent on the aspect of location and duration. Therefore, the realm of consumer habits includes what to consume, time to consume, location to consume. The macro consumer behavior is formulated by the social issues. However, in order to attain the factors of micro consumer behavior, discreet factors are deduced (Solomon et al., 2004). The economic approach aid in explaining the consumer behavior based upon the basic knowledge of micro economy that premise on consumers defining their requirements.  Due to covid-19, new trends within the realm of consumer behavior emerge. The most significance factors that model consumer behavior are risk attitude and perception.

 Norway is among the countries across the world that implemented unprecedented non-pharmaceutical interventions (NPIs) geared towards limiting the spread of the deadly diseases that include cessation, lockdowns and quarantine. In effect the required reduction in face-to face arrangement massively ballooned utilization of digital platforms in the economy.  While most of the companies were losers during the pandemic, amongst the “winners” is online food vendors. The online food vendors were experiencing the surge in the demand and large boost in sales (Hillen, 2020). According to the research by Savills Commercial Research (2021), the online food and grocery sales in Norway increases from 16% in 2019 to 120% in 2020 (see appendix A). It is associated with the fact that, consumers were obliged to make a good number of purchases they would make in the in-store over the internet. Arguably, crisis can create and push innovations as well its diffusion in relation to the changing socio-cultural aspects (Archibugi, 2017).  Thus, the pandemic has results to the sudden increase of online food vendors.

Literature review

 Consumer behavior

The theory confine to consumer behavior implies the way in which the consumer, who is expected to be a rational person takes the decision concerning to the purchasing of good. Consumer behavior refers “to the buyers and clients of products and services, as well as to persons who use these products and services”. According to Cornescu and Adams (2015), consumer behavior refers to “is a way of acting, which implies the decision-making process of the consumer (as an economic agent), as well as all the activities he performs for being informed, being able to purchase, use, evaluate, etc., some consumer goods.” Almaria et al. (2012) in their research indicates that people have varying perception about a situation with a negative effect like adverse effect on the economic.

Economic approach to consumer behavior

  The economic approach to consumer behavior view consumers to be highly rational and enough involvement in economic undertakings in a positive manner for self interest (Tyagi, 2004). Subsequently, the principle consumer rational behavior encompass consumer having awareness of the alternative options and being well informed on the cons and pros linked to each option (Kahle et al., 2006)

references

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Archibugi, D. (2017). Blade Runner economics: Will innovation lead the economic recovery?. Research Policy, 46(3), 535-543.

 

Cornescu, V., & Adam, R. (2015). Consumer's behaviour-an approach from the perspective of behavioural economics. Challenges of the Knowledge Society, 652.

Hillen J. (2020). Online food prices during the COVID-19 pandemic. Agribusiness (New York, N.Y.), 10.1002/agr.21673. Advance online publication. https://doi.org/10.1002/agr.21673

Kahle L.R. and Close, A. (2006) “Consumer Behaviour Knowledge for Effective Sports and Event Marketing”, Taylor & Francis, New York, USA

 

Solomon, M. R., & Panda, T. K. (2004). Consumer behavior, buying, having, and being. Pearson Education India.

Savills Commercial Research. (2021). (rep.). European Food and Groceries Sector (pp. 3–4). London, UK: Savills Commercial Research. https://pdf.euro.savills.co.uk/european/europe-retail-markets/spotlight---european-food-and-groceries-sector---2021.pdf

Tyagi, C. and Kumar, A. (2004) “Consumer Behaviour”, Atlantic Publishers, US

Valášková, K., & Klieštik, T. (2015). Behavioural reactions of consumers to economic recession. Business: Theory and Practice, 16(3), 290-303.

Relationship between life expectancy and economic growth

Introduction

Notably, the rise of life expectancy at the end of the 20th century results in a myriad of economic consequences worldwide that led to many of the scholars indicating a positive correlation between economic growth and life expectancy (Szreter, 1997). To support the literature, Aghion et al. (2010) created a theoretical model premised at indicating growth of most economies is dependent on the level and growth rate of life expectancy. Subsequently, the link between health and economic growth is explained in the human capital theory. The theory predicts that higher life expectancy is salient in promoting earning skills and improves the performance of labour (Oster et al., 2013). In contrast, for the longest time, the processes of rapid economic growth appear to be well entrenched with the enhancements in the prosperity and health within the communities. In other words, it pinpoints that economic growth is a prerequisite for development. The impact of economic growth on life expectancy is deduced by income inequality. According to Wilkinson and Pickett (2006) cited in Dorling (2014), a higher level of income inequality is detrimental to the health sector. The unprecedented inequality is evident in the contemporary world and it unravels unjustly. In particular high-income inequality curtails the freedom of individuals on the lower end of the pyramid. Fundamentally, healthy individuals can purchase better medical care, foodstuff and justice while the under-privileged are struggling to get basic needs much less unalienated lives. Elongated life expectancy is linked with investment in public expenditure on health care and successfully reduction of the income inequalities. Therefore, income inequalities form the basis of health inequalities. By definition health inequalities “is the difference of the care that people receive and the opportunity they have to lead healthy lives, both of which can contribute to their health status” (world health organization, 2018). This essay argues that economic growth produces critical challenges and threats to the health and the general welfare of the individuals in the community, thus vital in addressing life expectancy.

 Health programs

 A fundamental health program is a salient determinant of life expectancy. According to Kabir (2008), there is a positive relationship between primary health care expenditure and general health status. On the same depth, research conducted by World Bank (2004) shows a positive correlation between life expectancy and per capita income for the upcoming economies countries. Many of the developing countries have low national income hence forced to spend low on public expenditure on health. Based upon the European empirics, an increment in the health input results in an increase in the health outcomes that are vital in shaping life expectancy (Wilkinson, 2008). However, once the threshold level of the per capita income, the correlation between life expectancy and social well-being becomes insignificant. In other words, a further rise in income is disintegrated to life expectancy gains. Furthermore, though there is a direct correlation between health and income of individuals at the threshold level, they are lack consistency. In the case of Canada, Cemieux's research found out that lower health expenditure is related to low life expectancy and also an increase in the infant mortality rate (Cemieux et al 1999). In the same measures, urbanization seems to be a core indicator of life expectancy for both emerged and developing economies. Since there is a tendency for high economic growth in the urban areas, the public health spending is higher eventually making the population in the urban areas have better medical care. Also, urban areas are enjoying improved socio-economic infrastructure, central to the health system.  Based on the empirical data from Africa and Asia, study outcomes indicate areas, mostly urban areas where they are easy accessibility of safe drinking water, life expectancy is higher and lower in areas with scarce safe water for drinking.

Improvement of health sector and economic development  

There is growing consensus that improving the health sector can indirectly relate to the improvement in economical development. For instance, the fight against malaria in the sub-African Sahara has balloon the per capita growth rate by at least 20% annually (Gallup et al 2000).  Marital mortality is vital in the health inequality. Its health indicators reveal wide gaps between the rich and under-privileged people in the societies. Emerging economies nations contribute to 99% of the early childhood and maternal deaths across the globe. In comparative study, women in Chad have a risk of maternity death at that ratio of 1:16 while women in Sweden have ration of 1:10,000. According to study be WHO (2018) “in today’s world, poor health has particularly pernicious effects on economic development in sub-Saharan Africa, South Asia, and pockets of high disease and intense poverty elsewhere” (p. 24) and “...extending the coverage of crucial health services... to the world’s poor could save millions of lives each year, reduce poverty, spur economic development and promote global security” (p. i)[1].

Although the evidence supporting this range may not be conclusive, they are numerous macro studies that indicate dealing with diseases has collaboration with increased economic growth. Arguably, life expectancy is amongst the core factors that measure population health conditions and rate of the economic growth. A holistic view of the world indicates that developed countries have higher life expectancy compared to developing countries.  In effect, it is indicated by the country fixed effects. Therefore, countries with greater declines in mortality which results in a higher life expectancy have a slight decrease in the GDP per capita (Acemoglu et al 2007). With improved health sector, where there is experience of improved infrastructure most of the people tend to be productive and participate in the economic activities. For instance, there has been an increase in income level and positive changes in life expectancy in Bangladesh (Ahmed et al 2020).  Though there is not a conclusive analogy on the difference in life expectancy, some of the reasons include but are not limited to an increase in the labor force, an increase of spending on public health and an increase in the elementary school enrolment rate. In a nutshell, healthy people will tend to increase their income level by being more productive, physically more energetic and being more mentally. Also, the aspect of increasing economic development is through savings as people are living long life they have a tendency of investing more compared to those with short lifespan. For instance, a 10-year rise in longevity is shown as the rise in 4.5% in savings (Bloom et al 2008).  Finally, with a reduced level of mortality hence an increase in life expectancy, there is an increase in the education level. Fundamentally, healthy people prefer to invest more in the approaches to improve their skills to improve their earnings than those who are not healthy. Furthermore, healthier children can attend schools and participate more in learning and have higher cognition than non-healthier one.

 Unequal societies

Poor health that is connected with low social status is prevalent in unequal societies. In other words, it can be supported by the high homicide and mortality rates. Countries which are having high and increasing income inequalities do not experience a similar rate in life expectancy (Dorling 2015). These countries eventually record lower rankings when the international ranking comparisons are created. For instance, due to adverse 2008 economic meltdown, some nations such as Iceland have experienced economic shock that led to unprecedented unemployment rates. Therefore, the unprecedented event has revealed how the high rates of economic inequalities have a severely damaging impact on society and in the long run on life expectancy.  Contrary, to the situation in Iceland, in Denmark the income inequalities are very low and this will bridge the gap of wealth inequalities which in return will impact positively on the health inequalities (Pickett et al 2015).  With a more equitable income, many people can have healthier behavior and a better plan for society is extensive. Thus, the existence of large structural mortality is a prerequisite to the reduction of the mortality rate.  With Denmark becoming more income equitable, many of its citizens are not falling victim to health inequalities (Nowatzki, 2012). Notably, the mortality rate reacts faster to social change than the reaction of the overall life expectancy (Bluehler et al 2012). According to Pickett and Wilkinson (2015), although some of the studies have indicated the existence of the relationship between economic inequality and poor health, few of the studies have failed. Therefore, this study is best indicated using the geographical area of study; like in the case of Denmark, in comparing the inequalities within the states in the USA, health is worse in the most unequal parts of the city in comparison to more equal wards.  The use of the hypothesis is vital since it advocates for a correct prediction since uses the available data to rank the performance of various countries based on inequalities.  The inequalities hypothesis dreams for its predictions to be proved correct and help in the ranking of countries in case they are a fall or rise in inequalities.  In a nutshell, greater economic equality help in the elevation of the social capital vital for a better managed and run healthy service.

McKeon theoretical explanation

Life expectancy is an important measure of the individual’s health status and it is closely related to their socio-economic situations. For instance, in the UK, there is a systematic relationship between deprivation and life expectancy. Also known as social gradient in the health realm, it indicates that men residing in the least deprived areas as from the birth time are expected to increase their lives by at least 9 years (Williams et al 2020). The inequalities are not constant and they tend to increase from time to time. According to McKeon on the theoretical explanation, the population growth rate in the 1770 period was attributed to the decline in the mortality rate that was mainly from infectious diseases (Cogrove 2002 & Mckeown et al 1962).  On the other hand, the decline was attributed to the improved economic conditions connected to the industrial revolution that forms the ground for the rising living standards. The concept improved the nutritional conditions and boosted the resistance to diseases in effects increasing life expectancy. Fast forward, the gap in life expectancy in Britain is increasing. Between 2012-14 and 2015-17, the gap has risen by 0.3 yrs for men and 0.5 yrs for ladies (Williams et al 2020). In the same regard, the life expectancy for females in the most deprived areas has reduced to close to 100 days during that research period. The life expectancy at birth is heavily affected by the mortality rate. With most of the countries improving their health system, improving economic activities and raise in the standard of living, there is a decline in the mortality rate.

Social determinant

Doctor’s action in social determinant indicates that poor people have poor health, a key factor to curtail life expectancy.  The social gradient initiative in England implies that action to improve health and minimize inequalities has to occur at the social level and is not relatable to individual adjustments (Marmot 2017). In the classification of people in degrees of affluence and deprivation, poor health also varies depending on the position. It illustrates that health inequalities vary from one country to another. Precisely, the country with people with a university education has smaller differences in life expectancy than the country with little university education (Marmot 2013).  It is since most of the university graduates tend to get quality jobs with decent salaries, enabler to the improvement of the standard of living. Therefore, the following are the action on social determinants of general health.  To begin with, children should be given the best start in life. Since there is a correlation between life expectancy and economic growth, well-off families will tend to provide their children with the best medical care that will impede them from falling sick to many diseases. Secondly, is the aspect of education where university education imparts the learners with the uttermost skills prerequisite to get a good-paying job. Thus, the subject should be in a position to improve their lifestyle and provide for them better medical care (WHO, 2008). It is the reason that the mortality rate in an advanced economy is insignificant while in the developing countries the rate is still at unprecedented levels. Thirdly, there should be the provision of the minimum wage. Minimum wage helps in mitigating the problem of income inequalities that leads to health inequalities. When there is a huge gap between the top and lower earners, it creates inequitable societies.  Eventually, it forms the basis of the creation of unequal wards within cities (Siegrist et al 2009). Finally, economic prosperity leads to healthy living and good working conditions. With financial power, an individual can spend on a good place to live that ensures his or her good health is central to life expectancy. Therefore, social determinists indicate the significant factors that should be encouraged and practiced by everyone in society.

 Conclusion

 In a nutshell, income inequalities play a vital role in health inequalities.  Most of the developing countries with a sizable economic and are unable to invest heavly in the health sector leading to a weak and obsolete system to cope with the ever-changing dynamic of diseases and other health complications. Therefore, health inequalities lead to the fall of life expectancy. Life expectancy cannot be directly being linked with economic activities but to some extent, it has indicated a strong correlation.  One of the key aspects that determine life expectancy is the primary health program. The aspects are linked with the expenditure on the system and how effective it will tend to be hence poor health correlates with inequitable societies. The inequalities in income as the result of factors such as the high rate of unemployment makes some areas develop negative behaviors that are impeder for an elongated life expectancy.  Society in effect is marred with a high mortality rate that reduces the life expectancy at birth. The variables are well decided using the European and developing countries metric that indicates how industrialization is integral for the well-being of the health sector.  In a nutshell,  the patterns and trend of economic development may not be well entrenched in explaining life expectancy, but the use of MCkewon's theoretical explanation aid in exposition how industrialization led to the decline in the mortality rate and increase in the population. In a nutshell, the social determinates of life in one way or another will impact positively an individual life. They include but are not limited to granting children the best start of life, provision of quality education to improve skills, provision of quality education and creation of the minim income to reduce the aspect of income inequalities.

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[1] World health organization (2014)

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Acemoglu, D., & Johnson, S. (2007). Disease and development: the effect of life expectancy on economic growth. Journal of political Economy, 115(6), 925-985.

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Volkswagen Singapore marketing plan using SOSTAC model

 

Executive summary

The Volkswagen marketing plan targets to identify the opportunities in Singapore to come up with desirable strategic plan.  It’s prerequisite for the company overall performance and sustainability. The paper is structured using the SOSTAC model

The exposition of the plan is casted using seven parts. The part is the introduction. The part allude that Volkswagen is among the leading automobile firm in the industry.  The second part is the situation part that addresses the competitor, market and company analysis. The utilization of SWOT analysis helps in deducing the external and internal environment. Subsequently, the paper uses Porter analysis to address the power of VW stakeholders. The third segment is the stipulation of the SMART objectives using TOWs. Then the part addresses the marketing strategy relative to the SMART objectives. The fifth part is the marketing mix using the 7’Cs. The paper looks into the advertising and digital marketing strategy in the action and control section. Finally, it makes conclusion based on the researched contents.

 

Table of contents

 

Executive summary. 1

Table of contents. 2

1.0 Introduction. 4

2.0 Situation analysis. 4

2.1 SWOT analysis. 5

2.1.1 Strength. 5

2.1.2 Weakness. 6

2.1.3 Opportunities. 6

2.1.4 Threats. 7

2.2 Porter analysis. 7

2.2.1 Medium bargaining power of buyers. 7

2.2.2 Low bargaining suppliers power. 7

2.2.3 Low threats of new entrants. 8

2.2.4 Medium threats of competitors. 8

3.0 objectives. 9

The objectives were derived from the TOWS analysis. 9

4.0 Marketing strategy. 9

4.1 Increase the capability of production. 9

4.2 New products. 10

4.3 Diversification. 10

4.3.1 Diversification on the vertical plane. 10

4.3.2Diversification on the horizontal plane. 10

5.0 Marketing mix. 10

5.1 Product 10

5.2 Places. 11

5.2.1 one-level distribution channels. 12

5.3 Promotional 12

5.3.1 Advertising: 13

5.3.2 Digital advertising. 13

5.4 Price. 13

5.5 People. 14

5.6 Process. 14

5.7 Physical evidence. 15

6.0 Actions. 15

7.0 Control 16

8.0 Conclusion. 16

References. 17

Appendices. 20

Appendix A: One-Level Distribution Channel 20

Appendix B: product life-cycle. 20

Appendix C:  position within continental cars. 21

 

 

 

 

 

 

 

1.0 Introduction

The Volkswagen group is amongst the automobile manufacturers household globally and the leading producers in Europe. Founded in 1937 as a ("Society for the preparation of the German People's Car") by the Nazi Deutsche Arbeitsfront, Volkswagen has been a fascinating brand for many years (Gomes-bule et al., 2013). It's premised on the manufacturing of the Volkswagen motor vehicles. The firm is dedicated to delivering “safe and environmentally sound” motor vehicles (Joseph, 2016). Its brands include but are not limited to Volkswagen AG, Audi, Porsche, Škoda, operating in several countries in Europe and Asia.

 To successful drive Volswagen in achieving its 2025 strategic goal, Argon associates suggested that “Rev, Steer and Accelerate” is a strategic plan targeting rebuilding its customer trust and loyalty, identifying the potential markets for its products in different parts of the world and investment in the future premised on making Volkswagen the leading car manufacturer in the world (Bai, 2021). After the company provided to its stakeholder a tailored assurance on matters of accountability and trust, the next agenda was identifying key markets for growth. The core factor in the selection of the market was the growth and size of its automobile industry. Thus, the company targets markets in Europe, Asia and America. Apart for China market, the Singapore market is among the markets Volkswagen considered as a key market within the Asia region (Lim, 2017). In the narrow sense, Volswagen group Singapore operating as an automobile retailer consists of sales and service facilities (Volkswagen Singapore, 2016). The dealership is cast on the Volkswagen Golf mode since Sedan car has the vast of the Singapore automobile market share making hatchback Golf with little market share control (Leow, 2016).

 2.0 Situation analysis

The Volkswagen group is among the leading automobile vehicle manufacturing companies both in terms of sales and revenues. Subsequently, in 2020, its namesake Volkswagen was controlling close to 8% of the worldwide automotive market share, coming second to the leaders Japan-based Toyota (Carlier, 2021). In 2021, Volswagen was ranked among the top ten most valuable brands in the car dealership sector. Its impressive performance is in a midst of the COVID-19 pandemic.

In 2015, in Singapore in the sales realm, Volkswagen was ranked 7th and 2nd in the automobile industry (Focus2move, 2015).  The segment exposition is on the internal and external environment of the organization, customers and other core factors prerequisite to develop strategies to outperform its industry rivals in Singapore.  In effect, its balloon its customer base and increase the rate of customer retention evidently in the increment of the company’s financial performance and equity in Singapore.  The utilization of models is central to the analysis of Market Analysis, Competitor Analysis and Company Analyses.

2.1 SWOT analysis

The SWOT analysis is integral in exploring factors that affect the micro and macro environment of Volkswagen in Singapore. They are useful in making the most appropriate strategic decision for Volkswagen marketing plan

2.1.1 Strength

 2.1.1.1Powerful global brand

 The company has a verse of products in its portfolio. Its rich portfolio makes the brand attractive to a different market segment. Subsequently, the models are respected and recognized across the world since they are designed as per the varying needs of the customers.

2.1.1.2 Strong research and development (R&D) department

In recent times the company has been heavily investing in its research and development (R&D). In particular, in 2020, Volkswagen spends more on R&D compared to its main competitor, Toyota (Cookie, 2020).  The research undertakings include connectivity, lightweight construction and many more research activities.

2.1.1.3 Strong manufacturing capabilities

 The company owns 118 production plants globally. Being among the leading manufacturers in the automobile industry, suggests that the company can maintain equilibrium between the demand and supply of the products. Consequently, in 2020 the firm produced 8.9 million vehicles defining it as world-class (Walters and Herman, 2020).

2.1.2 Weakness

2.1.2.1 High competition

  Within the automobile industry, the luxury vehicles segment experience a high level of competition. It is the main reason why Volkswagen has been facing difficulties in emerging markets such as Singapore. Singapore is a booming market that allows its residents to invest in luxury cars. The company is facing many competitors especially those providing elements in mid-range vehicles in Asia which are cheaper, for instance, Toyota (Nag et al., 2007). Within the Singapore city spectrum, those people with high purchasing power prefer other cheaper brands. Furthermore, certain brands in Volkswagen portfolio require a heavy budget for branding. Therefore, there is a need for a heavy amount to maintain branding.

2.1.2.2 Weak brand image

Since Volkswagen made a late entry into the market, its brand is still weak in Singapore. This aspect makes the company lose its competitive edge in the Singapore luxury vehicles market.

2.1.2.3 Fuel guzzlers and environmental unfriendly

 Some of the cars in Volkswagen such as Audi are fuel guzzlers and have high emissions of gases. High emissions of gas especially CO2 affects negatively the environment resulting in global warming. The cars are fuel guzzlers burning fuel fast causing high fuel costs. The vehicles are not environmentally friendly and cost-friendly compared to its competitors.

 2.1.3 Opportunities

2.1.3.1 Demand for continental cars and eco-friendly

 The entire global technological spectrum has been on the advancement tenure in recent times. Therefore, Volkswagen needs to seize the opportunity and modernize its products to be innovative as possible. The designs are fuel-friendly and eco-friendly. The introduction of eco-friendly cars in the market will help in the reduction of emission of CO2 gas directly linked to global warming

2.1.3.2 Growing trends for continental cars

 The population growth rate and the improvement of roads infrastructure will increase the motor vehicles demand. Although most of the customers are looking for cost-effective cars, a percentage of the population is looking for elegant and expensive cars.  The demographic is more obsessed with their image and general reputation (Oswin, 2010). Therefore, Volkswagen should capitalize on this market segment.

2.1.4 Threats

2.1.4.1 Environmental unfriendly

The preexisting climate crisis is heavily associated with motor vehicles. Therefore, since, most of the Volkswagen cars are fuel guzzlers and emit a lot of gas, they cause environmental degradation.  The need for green vehicles from Volkswagen is an immediate necessity.

2.1.4.2 Recession

 With the beckoning global recession due to the COVID-19 pandemic, in the aftermath of these uncertainties, the company’s turnover is threatened. The company is expecting a drop in their sales revenue

2.2 Porter analysis

 2.2.1 Medium bargaining power of buyers

 Most business invests heavily on the marketing and promotion to attract more customers. In both the high-end and cheaper cars segments, competition has ballooned, and brands are continuing to improve to bring results that address consumer’s desires. VW spent 4.8 billion Euros on R&D in 2017 (Chechelski, 2017). Due to the Golf's similarities in design and features to those of its competitors, purchasers are not confined to a small number of options. Buyers have a lot of negotiating leverage because of the availability of alternative cars and the low cost of switching brands. In that case, an automobile is just one of the alternatives such as public transportation. Cars are regarded 'luxury' means of transport, and consumers' power is dispersed across the competitive marketplace. Since there is no group of customers that can vastly impact on the price and the brands in shelf, the aspect delimits buyers’ purchasing power.

2.2.2 Low bargaining suppliers power

The Volkswagen Group's suppliers have low bargaining power, since the organization is engaging numerous suppliers all over the world. In the case of Toyota and General Motors, the situation is similar. Suppliers are required to follow fully VW-developed code of conduct. Furthermore, VW is a major, financial strong corporation with a well-structured world supply chain and distribution network. The car industry's bargaining strength is likewise limited because it may always move to new suppliers (Willard et al., 1998). In a situation where manufacturers are contractually obligated to employ specific supplier, the cost of switching suppliers decreases over time. Manufacturers will move to other suppliers if they are unable to achieve these requirements (Volkswagen, 2015). Finally, due to the large number of providers in the business, suppliers have limited bargaining leverage.

2.2.3 Low threats of new entrants

Public transit is the typical diesel automobile replacement. It poses only a minor risk. To begin with, even if taking public transportation in a city is quite handy, individuals still have to rely on cars in some underdeveloped areas. Second, taking public transit to wherever one wants to go is not as convenient as driving one's own automobile. With your own car, you can go wherever you want, whenever you want. Despite the fact that more individuals are concerned about the environment, they still prioritize convenience.

It is unsurprising that the automobile sector has significant hurdles to entry. As a result, the risk of new competitors is minimal. To begin with, the start-up costs are so enormous that few people will enter this market. Second, achieving economies of scale is challenging for a new entrant. Finally, establishing a distribution channel is tough. Last but not least, people are loyal to their brands, thus it will take a long time for a new entry to establish a brand and gain customer trust.

 2.2.4 Medium threats of competitors

The automotive sector is expanding at a rapid pace. Automobiles are now more of a commodity than a luxury. This rising demand opens up a plethora of possibilities. The increased rate of growth reduces rivalry's competitiveness. In this sector, fixed costs are quite high, which boosts competition because more sales are required to generate a profit. In the automotive sector, differentiation strategy is relatively scarce. Until now, the characteristics that distinguish one automobile from another have been factors, but they have not always been crucial to buyers. While automobiles are becoming increasingly differentiated, the essential elements that customers demand remain more or less the same across the board.

3.0 objectives

The objectives were derived from the TOWS analysis

WT: VW will identify the opportunities in its external environment, but its weakness will prevent the firm from taking full advantage of the market demand.  For instance, since the opportunity is high demand for eco-friendly vehicles and low fuel consumption the company weakness is having a portfolio with cars that are the high consumption of fuel and heavy emitters of gasses. Therefore, the VW aims to increase by 20% within one year the capacity of production of vehicles that consume low fuel and are eco-friendly.

 

WT: the company is targeting to reduce its weakness and minimize the threats.  VW is targeting the Singapore market where most people prefer cheap cars. The company is also facing competition from companies dealing with both cheap and luxury motor vehicles. Therefore, VW targets diversity and introduce new products (cheaper brands) to increase its sales by 30% in 2 years.

4.0 Marketing strategy

Premised on its strategic growth judgments and undertakings, Volkswagen has been impactful worldwide in identifying and managing risk. Based macro and micro environment factors, these development choices and routes are influenced by different regions, at different period. Volkswagen, in a nutshell, has employ Ansoff matrix severally to create game changing strategies. They are follows:

4.1 Increase the capability of production

As a result of elevated production capacity, Volkswagen will be able to reach a larger number of customers in Singapore. This would lead to better efficiency and productivity, especially in terms of lowering overhead costs. Managed overhead expenses would lead in competitive rates, attracting consumers from the same market. Increased desirability and competitive rates in same industry will lead to more sales and consumption and hence more market dominance.

4.2 New products

Volkswagen has the ability to recognize new features and attributes in existing products that are responsive to the changing markets. As a result of this recognition, new and imaginative product consumption intentions and behaviors will emerge. Volkswagen customers should also be educated about the company's new and creative consumption habits and consumable ways. Overconsumption among current and emerging consumer groups and divisions will result from improved marketing and communication of new model uses and advantages, as well as qualities. Volkswagen will be able to expand its overall market presence in current businesses as a result of this.

4.3 Diversification

Diversification refers to “a company's expansion and development as a result of new product development in new markets” (Ansoff, 1957). It is vital since it allows companies like Volkswagen to remain efficient, creative, and aggressive, and hence attractive to growth markets. 

4.3.1 Diversification on the vertical plane

Vertical diversification for Volkswagen entails coming up with new product within their spectrum to attract more customers for further growth

This implies that Volkswagen's future product advancements and launches will be similar to, and will fall into existing product groups and classifications.

4.3.2Diversification on the horizontal plane

Horizontal diversification refers to Volkswagen's decision to launch and interact with potential product developments with varies features compared to the current product.

Nonetheless, announcing new product launches and advancements for goods that compete in similar economic environments as the upcoming products is useful.

5.0 Marketing mix

5.1 Product

Volkswagen has been selling Volkswagen Golf automobiles in Singapore since 2003, including the Golf GT MK6 variant (SGCarMart, 2016). Volkswagen has continuously introduced new technology and upgraded the external and interior styling of the Volkswagen Golf since its debut in Singapore. Volkswagen introduced the Volkswagen Golf 1.4 TSI (DRG) line in 2015, which is lighter and more fuel-efficient than previous models. The most sophisticated engine, safety features, and sleek exterior appearance are all included in the current line. In 2015, the Golf R-Line, a relative’s variant with new options such as a panoramic sunroof, was introduced Volkswagen Singapore (Volkswagen Singapore, 2016). With the company turnover being 32500 vehicles daily, it prices its products competitively in certain developing nations and relatively high in advanced economies where the brand can command a higher premium. Therefore, it is expected in Singapore the prices of VW brands to be slightly lower compared to prices in Western and American countries.

Furthermore, the company depends on its higher quality brands as the measure of the expensive prices of its products. Psychological pricing is one of the approaches used by VW to peddle its pricing mechanism. The buyers are willing to pay high prices without feeling remorseful since the products are of high quality. The car spares are also very expensive, thus the pricing strategy in the marketing strategy of VW is grounded on different aspects

5.2 Places

Volkswagen vehicles may be found almost wherever on the world. Having assembly lines and manufacturing facilities in multiple destinations across the globe. They include but not limited to China, Germany, UK and USA. Volkswagen built a new facility in Singapore for $140 million to manufacture large transport vehicles and multi-vans after recognizing Singapore as a leading destination for car and van sales. The Golf will be made in China and supplied in Singapore (Volkswagen, 2016). We assessed the following major aspects to offer an acceptable Place strategy for efficiently distributing the Golf to the Singapore market: Distribution Channel Distribution Strategy Degree of Market Exposure

Limited Market Exposure The degree of market exposure is linked to the distribution strategy chosen. Golf is a specialty item that necessitates a high level of commitment in the purchase decision. Furthermore, Singapore's tiny size, along with the specific target market, necessitates a limited distribution footprint.

Distribution Methodology Distribution by Invitation Only

The focus will be on preserving the quality of distribution rather than developing widespread coverage, depending on the degree of market exposure. It's best to have an exclusive distribution strategy with a small number of intermediates and middlemen. Other distribution tactics can be controlled to the greatest extent possible with this strategy. This allows the company to focus on dedicated and specialized personal selling, as well as significant after-sales care, in order to retain the Golf's exclusive quality.

5.3 Promotional

The promotional mix's goal is set following the product life cycle. These are the following:

1) Enhance brand awareness

 2) Developing an elegance outlook

3) Develop an eco-friendly and fuel-efficient perception

 The comprehensive communication plan would be successful in addressing company image, increasing brand engagement with the Golf, and meeting the key market's expectations. Associating qualities with a product/brand is a good way to establish a product image. We feel that the promotional mediums listed above will achieve the marketing objectives and result in increased sales.

The goal of the promotional strategy is to sell the Golf using the company's basic principles. Each of the techniques will assist consumers in identifying with the organization's basic values, thereby impacting thoughts and behaviours. Manufacturer Volkswagen SG Singapore Market 16 This is in direct opposition to the existing promotional strategy, which emphasizes product offerings. This is more efficient in engaging customers' inner selves, impacting their outer selves buying decisions (Zinkhan and Hong, 1991).

5.3.1 Advertising:

 It is a significant tool for creating the brand awareness across a larger geographical region. To reach the target population it is important to utilize traditional advertising methods such as television, radios and newspaper. Multiple measures help to mitigate the risk of individual media fragmentation. Furthermore, all three mediums complement the target market's demographic profiles. Regular advertising across several channels improves product awareness and confidence. Golf's appeal to the psychographic description of the target audience, which values respectable and well-known brands, grows as a result.

 5.3.2 Digital advertising

Advertising on the Internet Singaporeans is heavily connected to the internet (80% internet penetration), which allows you to reach out to a larger number of individuals at a lower cost (DIL, 2015). SEO will be utilized to guide online traffic to the Volkswagen website based on the target market's behavior. The website will be necessary for communicating information and comparing models. Thus, the company can boost its digital advertising through social media platforms. Digital marketing provides a platform for the company to reach out to a wider audience both in Singapore and overseas. Social media approach is cost-effective and the company can incorporate ads to generate traffic on its webpage.

5.4 Price

Because Golf is a continental automobile, demand for it is market-oriented. In the existing economy, many competing automakers produce hatchback vehicles with similar features at lower prices. As part of this approach, Volkswagen will distinguish the Golf in regarding product offering and value.

Value-Added Pricing Method Volkswagen will offer competitive pricing for a high-quality offering. This is performed through redesigning the company's capabilities to build cars at a lower cost while preserving high quality. We recommend adding extra upgraded services to generate differentiating value: Added extra year of warranty to the present three-year warranty. Additional after-sale support free components substitution for a set amount of time; complimentary vehicle accessories; new technology and features

To lure consumers, we avoid price reduction approach since it dwindle the brand image after sometimes. By providing more post-sales coverage than the Golf, it provides better peace of mind when making a purchase decision, which has been identified as valuable because it fulfils cost-conscious needs. This provides more value over time and will earn loyal clients by providing extra services that competitors do not provide.

 5.5 People

 VW sales department are playing an integral role in the marketing of the company’s brands.

The company takes their sales team to regular training to enhance their persuading techniques and have moral values when handling the customers. The ethics values within the customer acre department make sure that the customers are handled with respect and their concerns are solved.  The human capital in the supply gain management works closely with the suppliers. A good working relationship with the suppliers will ensure that VW is maintained and improve the quality of its end product.  Therefore, to uphold the people in high standard the organization should:

ü  The customer care and sales department should undergo regular training as there are central in the delivery of values to the customers.

ü  Provisions of incentives such as commission and bonuses for meeting the sales targets

ü  The high individual who upholds and values respect towards customers and have integrity.

5.6 Process

Ensure that the products are always available in the retail stores. Therefore, the supply in the retail stores should meet the demand.  They are systems installed in the stores to monitor the inventory levels when they are low.  The company has adopted an information system in its ordering aspect. The online ordering system enables the customers to place their orders online and shipment of their orders to a place convenient to them. Therefore it is important to research the market opportunities as a prerequisite in understanding the needs of the customer. VW needs to do improve on its information system to increase robustness and customer services quality.

5.7 Physical evidence

 The company should place all their brands on distinctive shelves. This helps the customers in locating the brands in a busy store.  Utilization of the website that is user friendly to aid the potential customers to view the images of VW brands in high resolution.  Therefore the company

 Need to collect feedback from the customers regarding the general outlook

Set up stores within the shopper-friendly environment.

6.0 Actions

 Sokowski (2015), the objectives need to be smart. The total budget is $ 624, 564

Digital marketing

 The company website needs to contain profound insight on all the motor vehicles on sale that should act as the buying guide for the buyers. The website should also be user friendly with images of the car brands in high resolution so that buyers can see properly the products and their specifications. To facilitate this, the plan has budgeted $99,187. For social media marketing, they should focus on publishing posts on the newly available model and the ways that give the user a new experience. Social media should have links to the company website where the buyers can get more information on the brand of the vehicle.  The fiscal year social media marketing is $234,088. In other words, the budget breakdown is as follows: twitter, $90,800, Facebook, $83,799 and Instagram, $59,489.

 The use of traditional advertising approaches will use short videos and posters to advertise the brands to indicate new functionality that shows why the latest VW brand is the most powerful brand in the market currently. The poster should indicate the company’s contact and any discount offers. For effective advertising the plan has set aside $ 209, 289 that covers print, radio and television ($50, 589, $56,500 and $102,200 respectively).

 7.0 Control

It is necessary for the marketing strategies to b controlled in terms of intermediary and final results. For social media marketing, the company needs to look into the number of likes, share and comments to track its performance. Furthermore, to assess social media marketing, they should be monitoring the number of leads through the company activities (Ryan, 2016)

Subsequently, VW needs to monitor consumer proactivity. This is through using the social media platform to form a communication channel where they can have a conversation with the customers. It should also be critical in controlling the consumer sign of dissatisfaction (Hanlon, 2019).

  In the advertising using traditional adverting approaches the company should ensure that all the adverting is ruined in the rush hours when most of the potential customers can get the message.

8.0 Conclusion

 

VW marketing plan uses SOSTAC model to come up with strategic model prerequisite for improving its overall performance. The plan has indicated Singapore is an emerging market for luxury cars that is yet to be fully tapped. Therefore, Using SWOT tools to analyze the internal and external environment provide the holistic view of what needs to be done.  The objective of the plan is to increase the production capacity and diversification to address the weakness and threats of VW in Singapore market segment. 

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