Strategies for Confessions and Interrogations

Strategies for Confessions and Interrogations Interrogation refers to a method of questioning that is usually used by investigating officers such as police, detectives, or military to obtain information from a suspect (Michael, 2007). Interrogation is a process that is allowed in law as defined by the constitution, but not all forms of interrogation are legal or even ethical from a moral point of view. In United States for instance the form in which interrogation must be undertaken in order to obtain a confession from a suspect are governed by the Fifth Amendment of the Constitution (Michael, 2007). The techniques of carrying out interrogation are not strictly defined by law but guidelines exist that define the limits by which procedures of interrogations must be done. Indeed the type of interrogations that exists and the form it can take are as varied as they are unethical. Generally interrogation techniques can be described in two ways, those that are legal and the ones that are carried out using illegal methods (Michael, 2007). Legal interrogations are defined by each countries law on the subject. However illegal interrogations are not specifically defined per se, but only categorized due to their nature, depth and breadth. The shapes in which illegal interrogation can take are many and cannot be exhaustively defined or even accounted. They are the most common types of interrogation that are usually subjected to suspects regardless of the countries legislation pertaining to the subject, including United States which is seen as the model of constitutional law. These forms of illegal interrogation are generally referred as torture (Michael, 2007). This is because they almost always involve inflicting of physical pain or deprivation of a vital necessity that directly contribute to normal body function such as sleep deprivation, alternating temperatures. However interrogation is not only limited to suspects but is also commonly done to witnesses and crime victims as well. Let us briefly analyze the nature of interrogations most commonly used both legal and illegal. In order to ascertain the level of significance of truth that exists for a person writing a confession under these circumstances. Legally there are four forms of interrogations that are routinely applied by law enforcement worldwide. One technique is use of suggestive words or statements that imply through conversation a notion of promise or threat to the person being interrogated (Kassin, Appleby and Perillo, 2010).. An interrogator therefore suggests to the suspect in no conditional or uncertain terms the possibility of the suspect being given lenient sentence if they were to cooperate. Or makes known availability of discriminating evidence that a witness to the crime has already recorded. This technique is also sometimes referred as deception since most of the time it involves downright lies (Kassin et al, 2010). Whichever the approach that an interrogator will choose it will have an impact to the suspect confessing to the crime. This is because under the circumstances of interrogation his rights will have been compromised. This method is not in any way defined as illegal in many countries, including United States. Another method of interrogations used is Suggestibility. It is built no two important assumptions, that the suspect will believe and accept the implied statements and two that they will act by confessing (Kassin et al, 2010). This method usually involves techniques such as sleep deprivation and sometimes use of drugs that inhibit the ability of mental functions to resist or think logically. The techniques used in this method seem to border on torture and are allowed in some countries as interrogation method. Another method is Goodcop/Badcop (Kassin et al, 2010). A technique used by an investigator that strives to alienate the suspect with the particular detective. The bad cop undertaking the interrogation intentionally exhibiting rough methods such as manhandling. Consequently, the idea is to make a suspect hate the cop and in the process be able to cultivate another relationship with another investigator brought in intermittently and who projects empathy, understanding and consolation. This is a notion that most researchers believe is part of the criminology theory. It elaborates on the main cause of crime, although this shall not be considered in depth. Finally there is the Reid technique, an interrogation process that focuses on a suspect body language to analyze the behavior of the suspect in order to tell if they are lying (Kassin et al, 2010). It is a technique that requires an investigator to have specific interrogation skills and high level of knowledge in behavior analysis. It is usually used by senior detective who have conducted numerous interrogation procedures. Body language analysis is an art that is taught to all FBI officers, that they apply in routine investigation tasks as Standard Operating Procedures (SOP). It is a legal form of interrogation allowed by almost every other country but it is not without it criticism. This criticism pertains to the conduct of the parties involved in the deed. Another method that is very much related to this is one that applies polygraph tests to suspects in order to tell if they are lying. Polygraph is a scientific device that analyzes brain structure activity and heart beat levels to ascertain the truthfulness of answers to statements (Kassin et al, 2010). The other forms of interrogations are the ones whose confessions are not admissible in court and usually involve torture. United Conventions Against Torture defines this type of interrogations as torture (Michael, 2007). But torture is not used to define illegal interrogation alone. It defines torture as ..any act by which severe pain or suffering, whether physical or mental. Is intentionally inflicted on a person for such purposes as obtaining from him, or a third person, information or a confession? It goes on to define torture as acts such as punishments without necessarily intention for information or confession (Michael, 2007). It also defines and includes discrimination and coercion as torture. This form of interrogation and torture in general is illegal according to the International Law. The Third and Fourth Geneva Conventions have ratified torture to be illegal even when directed to prisoners of war (Michael, 2007). UN Universal Declaration of Human Rights prohibits use of any form of interrogation which it considers to be Human Right Violations. The forms that illegal interrogations can take are many and sometimes the techniques themselves cannot be clearly explained to belong to one category or another. What is clear though is that interrogations in whichever form are an effective form of obtaining confessions, and certainly one of the methods that contributes to the success of criminal convictions in courtrooms. The Fifth Amendment of the United States Constitution, states..No person shall be compelled in any criminal case to be a witness against himself (Michael, 2007), a clear reference to a confession. And if such evidence was presented in a court of law then the law is required to view it with suspect and observe discretion (Michael, 2007). Indeed the regulatory mechanisms that have been put in place to guard against coerced confession are numerous and are informs of legislative laws and court rulings. United States for instance provides that Miranda warnings be read to a suspect at the time of arrest (Inbau, 2008). The Miranda statement serves to make the suspect aware of their right under the circumstances. All this procedure indeed proves that the nature of confessions given by suspects through all forms of interrogations in general is usually highly doubtful. But since confession is a product of the interrogation procedure, the method of the interrogation is a huge determinant to the nature of confession that a suspect is likely to make (Inbau, 2008). For instance interrogation through torture can be said to be effective in one way. Since a suspect is more likely to divulge valuable information at times of unbearable physical pain than it is possible for them under any other circumstance. Sometimes the notion of threat is alone can achieve this. What is important to note in this case is that this method is probably only effective when the goal is information and not a confession. On the other hand using torture to obtain a confession cannot be said to present a high probability of the confession statement being truthful. For the simple reason that a person under dire physical pain or strived of vital physical necessities would almost do anything that would ease the pain at all cost. The priority in that case is to deal with the present condition regardless of the consequences associated with the confession. Perhaps the reason why most law enforcement agencies worldwide resorts to torture interrogation mostly when what they is require is information (Inbau, 2008). Torture is against human rights. Although in certain cases, torture will be recommended and opposed to other forms of interrogation. Torture should only be used when information that is critical to saving lives is required from a terrorism suspect. The torture employed should be a matter of personal preference until the suspect surrenders the pertinent information. However the likely hood of obtaining a truthful confession is seen to be high when legal interrogations procedures are used which plays on the suspects fear such as deny of freedom. And which also uses the components of promises, threats and deception appropriately. These are interrogation techniques allowed and the confession obtained is admissible in a court of law. However the interrogator should only be in pursuit for the truth since false confessions cannot be upheld by a court of law. Ultimately the nature of a confession that is obtained whether truthful or not through interrogation method does not matter so much. Since it is provided by law that confessions can be retracted at any point by the suspects if they just so much like mention their confession was not obtained in proper method. In any case conviction of a suspect does not so much depend on the confession by itself but is based on the outcome of a full trial. Hence I would say interrogation certainly results in truthful confessions, but it depends with the independent variable which is the nature of interrogation. Therefore interrogation method can be said to be the independent variable and the truthfulness of the confession as the dependent variable, since it outcomes is influenced by the method of interrogation. The ethical implications posed by the interrogation methods that are used are one that depends on the definition of ethics, since ethics is a relative term. If the saying that the end justifies the means were to hold true then indeed ethics must be found their place in the issues that surround interrogation. Ethics are defined as value, belief, principle and convictions that a groups of people hold to be noble in their life and which they strive to practice in their everyday life. It is the highest moral perception and ideals that a community works to promote and which they have desire to be associated with the larger community. Interrogation by itself is in no way an ethical process and the attempt to introduce ethics in interrogation methods would perhaps require that the purpose of interrogation be redefined. In interrogation a suspect is meant to divulge information that is usually self incriminating so to speak, through confessing probably to crimes committed. Interrogation aids in the preservation of human rights. Indeed, all suspects have equal rights as those who are free and have not been arrested. Hence, using this method ensures that the criminal justice agents do not go against the human rights as required by international law. Therefore, the suspects are required to be truthful and perhaps remorseful as well. In doing so an interrogator is supposed to achieve this according to defined ethical procedures that have been put in place. But ethics have no place in interrogation and one is therefore forced to choose between the two whether to choose undertaking the interrogation process using certain ethics that would probably not yield any confession. Or whether to use every technique in order to obtain the end results which is the confession. If ethics in interrogation existed then they would certainly not be found in coercion. Because coercion involves use of methods on a suspect that are meant to pressurize and presents a level of discomfort and lack of peace mentally that make a suspect yield to the demands of the interrogator. They involve such methods as bullying, harassment, physical force, intimidation including cruelty. It is certainly among the most degrading interrogation methods which are in no way ethical or humane. Therefore, interrogation is an effective method that is aimed at ensuring that the suspects release pertinent information. Although this has its own challenges, it should be the first method that the criminal agencies should employ. If this fails, then they should seek alternative methods which are normally more thorough and involve the use of force or inflicting pain. References Inbau, E. (2008). Law and Police Practice: Restrictions in the Law of Interrogation and Confessions. Criminal Law and Criminology. 89, 87-98. Kassin L. (2009). The Psychology of Confessions. Annual Review of Law and Social Science. 45, 22-35. Kassin, Appleby, Perillo (2010). Interviewing Suspects: Practice, Science, and Future Directions. Legal and Criminological Psychology. 67, 47-60. Michael, J., G. (2007). U.N. Convention Against Torture (CAT): Overview and Application to Interrogation Technique. Washington, DC: McGraw Hill Publishers.

Narrative Essay (Life is Full of Mistakes)

It was a bright, cloudless sunny Thursday afternoon around 2pm; my mother and I decided to go grocery shopping. As she drove through the driveway, she saw a DHL delivery package dropped in front of the house dated third of March, 1988. When opening the package, an urgent warning letter was address to her from my elementary school Principal. Immediately, she opened the letter and read through it, her eyes turn red and started shouting on me! Saying; why don't you concentrate on your study? Instantly, I started crying so heavily. All of a sudden, she calm down and looked at me with complete love and said; â€Å"This is just a warning letter.†Then, assure me that she will be there for me in terms of helping me with my studies and daily homework. In addition, she explains that one must never give up and to keep trying. In fact, the mistake I made was not concentrating on my education, which led to a warning letter from the school Principal that I would not be allowed to return for my last year of elementary school because I had not maintained 5 passed subjects. As a matter of fact, not going to school regularly, not doing my homework, and not doing some extra reading at home had caused the letter sent to my parents.This mistake got me in trouble with my mother. First, I felt relieved with the words of encouragement I heard from my mother and thought about what to do to bring my grades up. Quickly, I determined to study so hard in order not to receive the final warning letter from the Children's House School principal. All of a sudden, my best friend came into my house and decided to help me out with some of my homework after seeing the letter. We read together that very day, he showed me the simplest way of getting sums done. Also, told me that he will take me to some of the jet academic competitions to get more knowledge and skills.On getting to the jet competition, I saw a lot of students from different schools taking part in the competition. Additionally, what surprised me at the competition is that the first mathematics question thrown to my friend at the event was the same one we both solve together, and he gave a correct answer when working it out without wasting much time. At the end of the competition, I learn different kind of tactics on how to keep up to date academic status from the students and this really busted my self-determination that I can make it as well.Second, In order to bring my grades up I had to attend school regularly and pay more attention in class. In fact, I was missing school because I lacked the interest and this affected my progress in all my classes especially mathematics and biology. These subject teachers did not want any of their students to miss more than five days in a lesson. If we do, we would lose fifty points, which joined to our advisory grade. As a matter of fact, I had missed ten days and I lost my hundred points. Additionally, these teachers normally talked to me and stated, â€Å"You are one of my favorite students.†They loved the level of my participation when I was in a class, but I had to come to school more because I was constantly taking the tests late. After they spoke to me, I began to start attending school more for a perfect attendance. In fact, I realized that not only was I hurting myself but also hurting my teachers as well. They both saw so much potential in me. Third, another problem is that I do not always do my home-work after school. Every day after school, I would hang out with my friends at the school playing field. In fact, I was not thinking about my importance, I was only thinking about having pleasant.Eventually my mom put her foot down and demanded that I must return straight home after the closing school hour to do my home-work, and she stated that when I got home from school, I felt so tired that I would not be able do any of my home-work. In addition, she continued that coming straight home from school instead of hanging out could im prove progress in a class. As a matter of fact, elementary science and mathematics subjects need much extra practice after school hour. Moreover, I was taking elementary science and mathematics, and I failed them twice.These classes involved a lot of reading and solving, and I did not spend much time practicing for these classes, as I should have. In fact, I dropped out of these classes because my final score was low; I knew that I could not handle these classes. Therefore, looking on how to improve my grades, I realize that am a strong person. As a matter of fact, I was not used to having a good grade, but I did not act as if it was the end of the world. Then, I simply changed so much in my studying habits and the school attendance. In fact, I determined not to have a grade below 5 pass subjects again.Lastly, I made it to the next class level with the help of my friend, class teachers, and my parents. Furthermore, I am doing my best not to receive the grades I had for the first ter m of my junior year. In fact, I had learned from my mistakes and I did fix them. During the second term of my junior year, I had struggled a lot and my intention is to passed 5 subjects or above and I did. In conclusion, now I felt so happy that my academic learning skills have improved than before and the experience I had from the jet academic competition changed my life.Additionally, my mother ideas of monitoring my class-work progress and congratulating me on my small successes in daily tests regularly really motivate me to do better and give me more confident of passing any upcoming class-work, test, and exam. Then, I maintained the status of competency up to the secondary school and to the college level. What I realized about reading, going to school regularly, and doing my homework is that it makes me stronger and improved the level of my Intellectual thinking skills.

Outline and evaluate behavioural therapies to treat mental disorders Essay

Because of the nature of the behavioural model which measure specific behaviours in precise terms such as how many times a negative behaviour is performed, improvements can be accurately measured. Which in turn means therapies effectiveness can also be measured. The classical conditioning therapies have been proved to be effective by Wolpe who found an 80-90% success rate with these therapies. Barlow and Lehmen also found a success rate of 77% following treatment. However medication can interfere with systematic desensitization because medication suppresses anxiety. Operant conditioning is also based on scientific principals proven to be effective by Azrin who examined female patients in a mental hospital who were incapable of doing everyday tasks. Using token economies, positive behaviour in these women increased. However studies looking at children and students by Lepper and Deci also found that rewarding intrinsic interests actually reduces behaviour. A strength of the classical conditioning therapies is that the patients have a high level of control. In token economies however patients have very little control over their therapies. This raises ethical issues as informed consent is not achieved for token economies, instead they are enforced with or without the patients consent. Token economies are also open to abuse and can be deemed as a form of social control. Classical conditioning therapies also raise ethical issues in terms of putting their patients at risk of emotional harm. Other problems with classical conditioning therapies include the fact that some patients may not have a vivid enough imagination for flooding, and social desensitization may be difficult to arrange and control, whereas token economies are practical as they can be done anywhere. A problem with token economies though, is that changes are due to external rewards and not an innate desire to change and so if the rewards are removed the positive behaviour may cease. Finally debate will also continue whether the treatments provided by the behavioural model only treat the symptoms and not the causes, and if only the symptoms are treated, does it matter?

Impact of Globalisation in high education Free Essay Example, 1500 words

Therefore, it can be well comprehended from the stated depiction that the significance and requirement of technology is gauged to be an integral part of present globalisation in comparison to the past (Altbach & et. al., 2009). Students as Stakeholders of Higher Education Sector The students are believed to comprise of the majority stakeholder group with respect to the facet of higher education across the globe. During the past decade, key alterations and moves have been recorded in terms of demographic makeup, goals and prospects in relation to the populace of the students worldwide. These forms of growth have been known to have put forth noteworthy pressure on the structural procedures followed by individual institutions with regard to the factor of higher education in several countries. Endeavours to react to fresh student actualities that are supposed to have cropped up owing to globalisation have entailed consequences to a broad assortment of methodical as well as institutional alterations that has been modifying the fundamental character in relation to higher education. These mentioned developments as a result have altered the comprehension of higher education for the students presently than in the previous times (Eggins, 2003). Globalisation has also resulted in turning the world into a global village implying that companies or rather organisations have been spreading their business operations globally. We will write a custom essay sample on Impact of Globalisation in high education or any topic specifically for you Only $17.96 $11.86/pageorder now These expansions have been found to entail the requirement of skilled employees in the countries where the operations are intended to be expanded. Thus, in this speedily altering international economic environment in relation to the past decade, the aspect of relevance has been known to have grown as a vital consideration with regard to higher education in several corners of the globe. Students have been observed to display a soaring inclination towards the requirement of educational experiences which are measured to be directly pertinent to their respective personal as well as professional aims and concerns specifically with regard to the employability factor. For instance, in the United Kingdom (UK), substantial concern has been displayed by the government for the encouragement of the declaration that graduate education entails with it improved earning capacity. The country also aimed at creating fresh job opportunities that called for the require ment of education pertaining to advanced degree. Hence, advanced education is getting increasingly tailored in harmony with the professional requirements of the various sectors (Eggins, 2003).

Pathogenesis And Treatment Of Breast Cancer - 1235 Words

Pathogenesis It is known that cancer, in general, is a group of diseases that is characterized by the out-of-control growth and spread of a group of abnormal cells, which can often times result in death. More specifically, breast cancer is a hormonally dependent disease, which causes malignancy in the epithelial cells of the ducts and/or lobules of the breast (Lippman, 2012). Therefore, â€Å"women without functioning ovaries, who never receive estrogen-replacement therapy, do not develop breast cancer† (Lippman, 2012). Genomic profiling has furthered research and understanding of this complex disease process by identifying further tumor subtypes and molecular alterations of the disease. (Stopeck, 2009). Based upon the specific gene†¦show more content†¦They tend to be less responsive to chemotherapy† (Lippman, 2012). The second identified subtype is Luminal B. Luminal B tumor cells are epithelial in origin, have a different gene expression pattern than that of Luminal A, and have a worse prognosis than Luminal A (Lippman, 2012). The third subtype is known as normal breast-like subtype, which express genes similar to that of normal breast epithelium and appears somewhat nonmalignant, with a prognosis similar to that of Luminal B (Lippman, 2012). The fourth subtype is known as HER2 amplified, which means that these have an increase in the HER2 gene found on chromosome 17q and often have overexpression of genes that are adjacent to the HER2 (Lippman, 2012). Before recent research and studies, the prognosis of a patient with such subtype was quite poor however, with the recent advances in therapy designed to directly target such, the clinical outcome for these patients is improving dramatically (Lippman, 2012). Lastly is the basal type. These are typically called the â€Å"triple negative† type in that they are estrogen-receptor, progesterone receptor, and HER2 negative tumors. They are characterized by basal/myoepithelial cells and tend to be â€Å"high-grade, and express cytokeratins 5/6 and 17 as well as vimentin, p63, CD10, and alpha-smooth muscle actin, and epidermal growth factor receptor (EGFR)† (Lippman, 2012). Patients with BRCA mutations also fall within this molecular subtype.

Epidemiology And Control Of Hiv / Aids - 1849 Words

Epidemiology and Control of HIV/AID in Nigeria Ifedolapo Aderibigbe Abstract Human Immunodeficiency Virus (HIV) infection and AIDS (Acquired Immune Deficiency Syndrome) remains a major problem affecting all strata of life both in Nigeria and in other parts of the world. Nigeria which harbors a greater number of people living with HIV than some other country on the planet, next to South Africa and India. HIV/AIDS is the third driving reason for death in Nigeria. According to the World Health Organization (WHO) the first instance of HIV/AIDS was accounted for in 1986. A sentinel review directed by WHO information demonstrated that the HIV pervasiveness expanded from 1.2% in 1991 to 5.8% in 2001. After 2003 the pervasiveness declined to 4.4% in 2005 preceding somewhat expanding to 4.6% in 2008. Pattern examination of HIV pervasiveness from sentinel reconnaissance in Nigeria demonstrates that the plague has stopped and is hinting at balancing out at around 4% from 2005 to date. Another National HIV/AIDS and Reproductive Health Survey (NARHS) were led in 2012, with a national predominance of 3.4%. There was a slight decrease from the past appraisals of 2007, which was 3.6%. The general national predominance likewise veils a few subtleties and varieties in Nigeria s scourge at the sub-national (state) levels and among populace bunches. The 2012 NARHS HIV predominance was most elevated among those matured 35 to 39 (4.4%), and least among the 15-19-age bunch (2.9%). TheShow MoreRelatedThe Prevention Of Infectious Disease1596 Words   |  7 PagesEcology of Infectious Disease Final Exam HIV Public Health Campaign Purpose of the Guide to HIV Infection for Healthcare Professionals Presented on pages 1 through 3 is a mock guide that will be handed out to public health professionals for the purpose of identifying and treating those afflicted with HIV. 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Situation Analysis/Target Market Identification Report and Collage free essay sample

09/08/2011 SITUATION ANALYSIS/ TARGET MARKET IDENTIFICATION Curtin College Ms. Desiree Jones Trimester 2, 2011 Situation Analysis/ Target Market Identification SITUATION ANALYSIS/ TARGET MARKET IDENTIFICATION 1. 0 Situation Analysis/ Current marketing Mix 1. 1 Current Product A rnott? s Tiny Teddy is a brand of sweet biscuits which has children aged between 3 – 7 years old as a primary focus market (Ryan 2002). Each biscuit is small in size and formed as a tiny bear which kids find â€Å"cute†. The benefits of buying such a product are that it has no artificial colours, flavours or preservatives (Arnott? s 2009). Plus, it has been proved that in a recommended serve of 13 biscuits, there is only less than a teaspoon of fat and less than 2 teaspoon of sugar. Being a kid? s snack, tiny teddy was supposed not to be sold at the school canteen, but since it meets the â€Å"Amber† school canteen guidelines, this product is allowed to be sold without no restrictions as it does not spoil the health of kids promptly (Choice Food For Kids 2007). As being a snack or a party time good, Arnott? s Tiny Teddy should be convenient to buy. It should be easily found on the shelves of a store as consumers will buy it on impulse or on special occasions. The package of the product is very colourful with features such as leaves, mushrooms, bees, ladybirds, 3 teddy bears – where each one represents a flavour; honey, choc chips and chocolate (Arnott? s 2009). Individual flavoured biscuits are also available if one does not want to buy the variety bag. In one big bag of Tiny Teddy there are 10 little packs of cookies. It depends on the consumer? s loyalty, if no Tiny Teddy is available at a store. But even though, it seems like parents of kids are very loyal in buying Arnott? s Tiny Teddy instead of other brands as they know the health factors that Arnott? take in consideration in manufacturing the Tiny Teddy. The packaging of the product varies on the quantity and other models available. Some are made of boxes and others of plastic (Arnott? s 2009) which makes the product convenient to be disposed as a recycling material. 1. 2 Current Pricing T inny Teddy is product that is found in a very competitive market as the Food snack mar ket has evolved since the yester- year of „boiled lolly?. Consumer needs have changed thus creating an impact on health factors mainly. The price of the product varies from store to store, which usually falls onto the range of $ (AUD) 3. 50-$ (AUD) 5. 0 (OfficeMax 2011). Being in a competitive market, an economist will definitely conclude that if the price of Tiny Teddy rises then the consumer demand of this product will decrease. But, 3 SITUATION ANALYSIS/ TARGET MARKET IDENTIFICATION there are other factors that can affect the demand of this particular good, and such are consumer loyalty, convenience of purchase and quality of the product. Actually the price of Arnott? s Tiny Teddy is between $ 3. 00- $ 5. 00 (AUD) which slightly matches the price of its competitors such as the Cadbury snack sandwich and Cadbury picnic chocolate bars (Great Aussie Food 2011). It all relies on the consumer? s willingness to pay that a purchase decision will be made. The purchase decision process of each buyer varies, thus some consumers will buy it on the basis of the price and others on the basis of quality offered, image and features. According to a research carried by the Campbell Arnott? s Asia Pacific Division showed that the Arnott? s Brand, which includes Tim Tam, Sao and Tiny Teddy, has more than 60% of the Australian Biscuit market and occupies more than 95% of the Australian Household and is currently the number one Australian biscuit manufacturer (Campbell Arnott? APC Action Plan 2010). Thus, this concludes that consumers do not buy that particular brand or its product, such as the Tiny Teddy for this situation, on the basis of price but of quality, features and company image. 1. 3 Current Distribution Being a convenience good or something purchased due to impulse, Tiny Teddy biscuits are available in supermarkets, local groceries, at the delis as well as the school canteen. Examples of supermarkets and groceries are Coles, Woolworths, IGA, Food Works, Flemings, BI-LO, Action Supermarkets and etc (Coles 2011). The product is also available at some gas stations where actually the sale of the good is seen to have a weight. Being a product loved by children most stores and supermarkets have Tiny Teddy as an item to be sold as the brand has a good image and quality is offered in buying the product, which are attributes that attract a potential buyer. Tinny Teddy is found on the middle upper to lower or upper shelves of almost all food stores. This concludes that businesses try to display the product to the maximum to their audience. 1. 4 Current Promotion A rnott? brand uses colourful, musical and fast ads to promote the Tiny Teddy biscuits. The 2009 IGA/ Arnott? s promotion consisted of buying 2 Arnott? s Tiny Teddy to enter a price withdrawal of $100, 000 (Lottos 2011). This promotion was effected so as to target parents of kids in buying the Arnott? s Tiny Teddy. Plus, the 2010 audio-visual ad was promoting the Tiny Teddy hundreds and thousands (Youtube 2010). The 4 SITUATION ANALYSIS/ TARG ET MARKET IDENTIFICATION ad consisted of a party where kids were dancing and along were dancing the 3 little tiny teddies featured on the product packaging. One character of the Tiny Teddy scattered the hundreds and thousands little snacks all over the floor while opening when it was dancing. The ad was very captive in colours, music and happy moods. The message behind this ad is that you, kids, can keep the partying or the dancing mood between your friends and you as long as there is still tiny teddy snacks because it? s sure they will love it. 2. 0 Segmentation 2. 1 Segmentation: Definition T he Australian market deals with many buyers who are different from each other. As consumer needs varies from people to people, then technically each consumer or potential consumer is an individual market (Euromonitor International, 2010). Segmentation is not carried out by marketers, but it occurs naturally on the basis of the similarity in the interest level of each individual customer. Actually marketers use segmentation as a tool in identifying each different market. Overall, the grouping of customers and potential customers into smaller and interest similarity groups for a particular marketing proposition, is called segmentation (Kotler et al. 008, 228). Segmentation can be classified into these categories; demographic segmentation, geographic segmentation, psychographic segmentation and behavioural segmentation. Demographic Segmentation- It is the categorisation of a market in groups based on age, gender, family size, family-cycle stage, income and occupation (Kotler et al. 2008, 230). Geographic Segmentation- This is the division of a market into geograph ical units such as regions, states, nations, municipalities and cities. For example, fertiliser producer Ocra from Australia segmented the market for its crop-protection products into geographical units so as to better allocate the right product to the right location at the right time (Kotler et al. 2008, 230) Psychographic Segmentation- This type of segmentation helps in evaluating a market based on lifestyle, social class or personality (Market segmentation, 2011). 5 SITUATION ANALYSIS/ TARGET MARKET IDENTIFICATION Behavioural Segmentation- It is the division of a market on the basis of customer? knowledge of, attitudes towards, uses and responses for the product (Market Segmentation, 2011). 2. 2 Advantages of Segmentation to Current Product D G emographic Segmentation – As stated previously, the demographic segmentation consists of breaking up the market into groups of age, gender, family size, familycycle stage, income and occupation. This type of segmentation will enable marketers of Tinny Teddy to better understand the market that demand tha t particular product in Australia in terms of their age group, where they can illustrate a picture of exactly who to target, an such are kids and their parents. Plus, it will be easy again for marketers to know the price their target market are willing to pay simply just by categorising their market into weight of incomes. Advertisements will be easier to create as marketers will know who to target demographically. eographic segmentation – As it is noticeable that this type of segmentation is related to geographic factors, it will be an advantage to assess the geographical opportunities of the product as it will help them in selecting their target market geographically as in some countries, states or regions the buying behaviour of a market varies. This will specifically outline where the product should be sold the most or least, which means that the distribution of the product is organised and accurate which gives the company less intensive into distributing the wrong amount or the wrong product or model to the wrong region, country or state. Geographic segmentation also helps in determining the size of the targeted market, thus leading the other departments of the firm into determining the quantity of product to be manufactured and its costs and revenues. P ychographic Segmentation – The lifestyle, social class and personality of the targeted audience is determined through this type of segmentation. It is important for marketers to be aware of factors as it will help them in the categorisation of their market. Advertisements will be targeted only to those people who think that their lifestyle, personality and social class are reflected through the brand, category of products and the product itself. Knowing the lifestyl e, personality traits and social class of one? s targeted 6 SITUATION ANALYSIS/ TARGET MARKET IDENTIFICATION audience enhances the way the ad is presented and sent. It will be almost accurate for marketers to know that their promotions had had an impact on their audience. B ehavioural Segmentation – Here a market is evaluated on the basis of the customer? s knowledge of, attitudes towards, uses and responses for the product. The importance of this type of segmentation is as vital as the others as it enables the marketers of Tiny Teddy to better understand the way and frequency on which customers buy that particular good. Having knowledge of that helps them in implementing promotions or new models on occasions they know that the product would be sold. The behavioural segmentation helps also in determining potential buyers also. In evaluating the purchasing behaviour of a market enables also the firm in concluding the sales rate, customer loyalty and the lack of features or quality of the product; if sales are down then the marketers know that their ads are not having effects on the targeted market. 3. 0 Target Market Identification 3. 1 Geographic Segmentation T he variables of this type of segmentation consist of the geographic location where the product is to be sold and the characteristics the location have. The country in which the product will be manufactured and sold is Australia. This characteristic is important because, marketers will need to understand and identify the targeted market present in that country. Most of the population of Australia is found in the suburbans and urban areas and thus, the sales of the product will be higher there compared to the less dense or rural areas. As the product is designed specifically for a type of market, mainly children aged between 3-7 years old, most schools, entertainment centres, cinemas, shopping centres, parks and stores are found in the suburban and urban areas of Australia. 3. 2 Demographic Segmentation 7 SITUATION ANALYSIS/ TARGET MARKET IDENTIFICATION I n this section, marketers make an evaluation of the market on the basis of age, gender, family size, family-cycle stage, income and occupation. Tiny Teddy is sweet snack that is targeted to a specific market, children aged between 3 to 5 years old. Tiny Teddy can lso be purchased or consumed by adults as it is considered a snack for break times. Everyone, boys and girls both can consume the Tiny Teddy as there is no specific model made for a specific gender type. Being the number one biscuit manufacturer, and having Tiny Teddy as one of its best products, it is assumed that that the consumers are aware and informed about the features and attributes of the product because it is considered that the consumers are well educated. Tinny Teddy can be consumed by anyone, but it was designed for people who are aged as stated previously and who are singles, students. Tiny Teddy is convenience good thus anyone with any income can buy it. As the product come in little packs in one bag, it is easy to equally divide the snack bag if there is more than one child in a family. 3. 3 Psychographic Segmentation P sychographic segmentation as described earlier is a division, on a basis of the lifestyle, social class and personality traits, of the targeted audience. It was mentioned earlier in the first section, Current Product, Tiny Teddy are less in fat and sugar compared to other snacks of the same range. This implies that this product was designed for consumers who follow a healthy lifestyle. Plus, with the character of being a health conscious, the product and the brand also reflect that the consumer is from middle to upper class of the society who is economically stable and culturally informed. People with the interest of unification, party and outdoor activities will be keener to buy this kind of product. Being an Australian made product, believers from the VALS2 are the best fit audience to place as a target market for this particular product. â€Å"Experiencers† also fall onto this category but it depends on their brand loyalty as they favour new products. The best fit buyer will be physically and socially active. Tiny Teddy reflects the emotion to be together and always happy. 3. 4 Behavioural Segmentation T his section of the segmentation process deals with the usage of the brand, the benefits desired, user status and rate, loyalty and what is the readiness stage and overall attitude of the consumers towards the brand. Tiny Teddy was designed in 8 SITUATION ANALYSIS/ TARGET MARKET IDENTIFICATION first place as a snack, which implies that it can be used for parties, picnics and outdoor activities. It can also even be considered as a bedtime snack or school lunch box snack. Consumer seem to be very loyal to the brand and the product itself as it offers the benefits of a low fat and sugar content snack, a rather affordable price and it is convenient to be found. Plus, as it is sold in the Australian market, Arnott? s, the brand, is considered Australian made and owned (Arnott? s 2009), which concludes that Australians will support their own brand and manufacturer, which in short means they will be very loyal to that brand. 9 SITUATION ANALYSIS/ TARGET MARKET IDENTIFICATION Discussion/Rationale of the Target Market Images Chosen Table 4. Completion of Discussion/Rationale of the Target Market Images Chosen Table Column 1: SPECIFIC Characteristics of your assigned brand’s 1 primary target market that you provided in Section 3. 0 of report – NOT JUST CATEGORIES (abbreviate to fit the space below) Column 2: Image that illustrates characteristic given in Column 1 (Insert pictures below)v Column 3: Explain how the image shown in Column 2 illustra tes the SPECIFIC characteristic of your assigned brand’s 1 primary target market that you provided in Column 1. Justify your choice of the picture in Column 2. Australia Geographic Map of Australia filled with the Australian flag. Urban and Suburban areas Urban area with very tall buildings, a highway, busy roads and compact with lots of small and medium buildings. At school Kids in the canteen, with the canteen personnel serving them food. 10 SITUATION ANALYSIS/ TARGET MARKET IDENTIFICATION In the park Kids playing in the background, the green lawn of the park, trees and the little girl jumping in front of the camera. Column 1: SPECIFIC Characteristics of your assigned brand’s 1 primary target market that you provided in Section 3. 0 of report – NOT JUST CATEGORIES (abbreviate to fit the space below) Column 2: Image that illustrates characteristic given in Column 1 (Insert pictures below) v Column 3: Explain how the image shown in Column 2 illustrates the SPECIFIC characteristic of your assigned brand’s 1 primary target market that you provided in Column 1. Justify your choice of the picture in Column 2. Kids aged 3-7 years old. Demographic Little girl and boys smiling at the camera. Gender Gender symbols representing both male and female. 11 SITUATION ANALYSIS/ TARGET MARKET IDENTIFICATION Family Common family structure with the Dad, Mum, 3 kids and the dog. Educated Book, certificate and hat represents education or someone who is eductated. Column 1: SPECIFIC Characteristics of your assigned brand’s 1 primary target market that you provided in Section 3. 0 of report – NOT JUST CATEGORIES (abbreviate to fit the space below) Column 2: Image that illustrates characteristic given in Column 1 (Insert pictures below) v Column 3: Explain how the image shown in Column 2 illustrates the SPECIFIC characteristic of your assigned brand’s 1 primary target market that you provided in Column 1. Justify your choice of the picture in Column 2. Healthy Lifestyle Psychographic Fruits and vegetables arranged in such a way that it forms a heart which represents that a healthy option. 12 SITUATION ANALYSIS/ TARGET MARKET IDENTIFICATION Upper to middle societal class Man carrying bag of money represents, economical stability Socially and physically active Young girls in soccer outfit and with a soccer ball, smiling and waving hands represents being social and physical at the same time Happy/jovial Smiley smiling represents happy mood. Column 1: SPECIFIC Characteristics of your assigned brand’s 1 primary target market that you provided in Section 3. 0 of report – NOT JUST CATEGORIES (abbreviate to fit the space below) Column 2: Image that illustrates characteristic given in Column 1 (Insert pictures below) v Column 3: Explain how the image shown in Column 2 illustrates the SPECIFIC characteristic of your assigned brand’s 1 primary target market that you provided in Column 1. Justify your choice of the picture in Column 2. 13 SITUATION ANALYSIS/ TARGET MARKET IDENTIFICATION Loyalty Behavioural Dog with kid represent loyalty as dogs are considered very loyal. Affordable Piggy bank partying represents there is enough money for all. Communism People holding hands together describe unification. Positive attitude. Thumbs up means like or have a positive opinion or is the right one. 14 SITUATION ANALYSIS/ TARGET MARKET IDENTIFICATION 5. 0 Reference List Ryan, Rosemary. 2002. Arnott? s Get Lively with Tiny Teddies. BT News. Accessed August 01, http://www. bandt. com. au/news/arnott8217s-gets-lively-with-tiny-teddies Arnott? s Tiny Teddy. 2009. Arnott? s. Accessed July 20, http://www. arnotts. com. au/ourproducts/products/arnotts-tiny-teddy. aspx ARNOTT? S Tiny Teddy. 2011. What We Say. Choice Food for Kids. Accessed July 27, http://www. choicefoodforkids. com. au/review/ARNOTTS-Tiny-Teddy-Chocolate Arnott? Tiny Teddy Variety Multipack of 10. 2011. OfficeMax. Accessed July 29, http://www. officemax. com. au/office-supplies/tea-room-supplies/foodcondiments/biscuits/arnott-s-tiny-teddy-biscuits-variety-multipack-of-10. html Arnott? s Tiny Teddy. 2011. Great Aussie Food. Accessed August 01, http://www. greataussiefood. com. au/listProduct/Food/Biscuits+-+Sweet//25 Campbell Arnott? s APC Action Plan. 2010. Campbell Arnott? s Asia Pacific Division Action Plan 2010- 2015. Accessed August 4, http://www. arnotts. com. au/downloads/file/aboutus/SignedCopy-CampbellArnotts20102015APCActionPlan. pdf Coles Tiny Teddy Racing Cars. 011. Coles Online. Accessed August 3, http://blog. colesonline. com. au IGA/ARNOTTS 100 Local Heroes $100, 000 Reasons Promotion. 2010. Lottos. Accessed July 29, http://www. lottos. com. au/competitions/viewthreadlite. php? tid=221250 Tiny Teddy Hundreds and Thousands Ad. 2010. Youtube. Accessed August 5, http://www. youtube. com/watch? v=hIXDwKOWoaMfeature=related Australian Market. 2010. Euromonitor International. Accessed July 26, http://www. euromonitor. com Market Segmentation. 2011. Market Segmentation Company (UK) Limited. http:// www. marketsegmentation. com 15 SITUATION ANALYSIS/ TARGET MARKET IDENTIFICATION