The Marketing Challenge Assignment Example | Topics and Well Written Essays - 1500 words

The Marketing Challenge - Assignment Example Carrying out marketing planning and operations strategies assist the marketing managers of GM to be innovative, challenge, authenticate their decisions and benchmark their organization so as to create operational marketing activities and compete effectively with other competitors in the market. Strategic marketing operations equip the marketing managers with operational intelligence that assist in making tactical and strategic decisions. The report comprises of marketing audit, marketing planning and marketing mix that should be adopted by any marketing executive. Contents Executive summary 2 Marketing Audit 5 Marketing plan 7 P.E.S.TE.L ANALYSIS 11 Marketing mix- The 4Ps 11 Business lifecycle 13 B.C.G Matrix 13 Conclusion 13 Reference list 15 Introduction The increase in gas and oil prices, continuous decline of mortgage/housing/credit sectors and the reduced consumer confidence for the last few years have greatly reduced the volume of sales of the automobile industry. This has left the strategic planners of several leading companies in dilemma on how to increase the sales and win the customer confidence. In today’s complex marketing environment, true strategic marketing managers should be equipped with expertise to capture critical messages that are sent by very essential yet mostly non-controllable external factors in the market and continuously using information as a way of changing the essential controllable internal factors of the business to effectively and strategically position the company towards achieving its objective (Solis, 2012). Furthermore, identifying external threats and opportunities by firms could put managers in a position of controlling these factors. Careful analysis of strengths, weaknesses, opportunities and threats will enable managers to position their organization for future success. In order to meet the change in market, shift in liestyles, shift in customer loyalty of GM, I recommend the following strategies to be implement ed by the newly appointed manager in the GM company. Identify what competitive position GM MOTORSÂ   Before doing anything as a newly appointed marketing manager, he should identify what kind of competitive advantages that the company has. For instance how competitive is the company as compared to other competitors in the same market? Is it a market leader or price setter? The manager has to come up with competitive strategies to outdo other companies like Toyota which have designed gas electric vehicle. Marketing Audit This is the process of analyzing and evaluating marketing activities, approach, aims and results of a firm. The process help GM marketing manager to determine new neglected or unknown markets focus their right messages to intended customers and to refine their plans and strategies to assist in increasing market share. In order to carryout effective market audit, the following processes should be adopted by the manager. 1. Assemble of the overall overview of GM compa ny The newly appointed manager has to understand the overall overview of the company may include the location of the company, sales history, date of establishment, key personnel, number of employees, and company’s chronology of events like divestitures, mergers and acquisitions. He should also know the history of the company since its inception 2. Describe the marketing goals and objectives

Chapter2 (US Foriegn Policy) Essay Example | Topics and Well Written Essays - 2000 words

Chapter2 (US Foriegn Policy) - Essay Example The  U.S.A’s â€Å"Secretary of State†Ã‚  is officially the  foreign minister  and is in charge of handling all foreign relationships with other countries of the world. Despite the fact that the  president  possesses vital authority for deciding upon the foreign policy for US, the policy is embedded with certain guidelines and unchangeable fixtures which define the  national interest along with certain policies towards other countries, regional blocks and America’s own interests in the affairs of other countries. The policy is altered with respect to certain emerging conditions such as that of 9-11 situation after which the American foreign policy towards the Muslim world, especially the Middle East Block drastically moved towards new paradigms (Rahman, 2002). United States has battled for absolute supremacy since World War II and it has been somewhat successful in its aim. Middle East has been in the eyes of US interests and a part of its foreign pol icy since number of years. The first epoch of determining and shaping US policy interests in the region initiated after World War II during 1945 till 1973. Basic US interests were to have a free access to oil reserves and build relationships with major countries of the Middle East. As a part of its policy it also included to protect Israel’s regime after the Arab-Israel War of 1948. The second phase of US policy’s were defined in 1973-74 because of the Arab oil embargo of 1973 which caused to a oil price hike and economic recessions in major parts of the world. As a result of this, US had to re-examine its policies and make different problem solving approach to handle the situation. The approaches that were deployed as a part of US foreign policy were to increase the dependence of oil exporting countries by protecting them and increasing the arm sales to those countries. Orientalism was a part of US problem solving approach during that era and further it tried to preve nt Soviet Union to take part in affairs of the region since it was a counterpart to US at the time. The Islamic revolution of Iran in 1979 marked the third stage of reshaping the US policies in the Middle East. The revolution was considered as a terrible threat to US interests since it gave rapid rise to anti-Americanism among the Muslim countries and kept the oil prices soaring. This called for a new thinking as the traditional policies of Orientalism were not appreciated. The Orientalism theory was based on Western cooperation with the authoritarian Middle East regimes which were corrupt and rich which sparked a growing feeling of alienation among the minor countries of the Middle East (Sadowsaki, 1993). During the phase, US continually struggled to establish peace among the Arab–Israel Countries and at the same time it aimed to have a steady supply of oil at reasonable prices. The fourth and major phases of US foreign pol

Roots of development Article Example | Topics and Well Written Essays - 250 words

Roots of development - Article Example Development of good institutions are key to continue economic growth as evidenced from the colonial times. Most countries which had favourable geography for the Europeans, benefited from the development of this kind of development. North American and Australia, had better geographical conditions more than African countries and South America hence the different levels of economic developments. Due to the bad geographical conditions in Africa, there was a high mortality rate among settlers, hence utilising the continent as a source for raw materials. They planted institutions during the colonial period bring about the economical differences as seen in the present world. According to the author, government policies have a tremendous impact on the economic growth. This is further supported by the fact that countries with good policies supporting business, are doing well while those that are not are doing dismally terms of economy. Moreover, policies acts as the proxy for institutional development, thus poor policies will deter development of the institutions necessary for rapid economic development. This fact leaves policies as the most fundamental factor determining economic growth in a particular country (Print,

Meaning of my quote (please look in the details box for the quote) Essay

Meaning of my quote (please look in the details box for the quote) - Essay Example I think that the connection between a leader and the followers is based on the spiritual foundations. The leader sends messages to the followers verbally. This is the most identifiable and easily recognizable form of communication and interaction between the leader and the followers. However, there is something more to it that just the followers can feel and is not overtly visible to the outsiders i.e. the emotional connection. Whatever a leader says or does leaves an impression on the followers. The followers are best in the position to comply with the instructions of the leader when they know what the basis of the demand from the leader to behave or act in a certain way or do certain things is. In order for an individual to be effective as a leader, it is imperative that he/she first earns the trust and confidence of the followers. The leader accomplishes this by assuring the followers that if they comply with the instructions of the leader and do as he/she asks them to, he would lead them to the results they want. Followers only abide by the leader’s instructions when they see their personal benefit in doing this. The personal benefits of followers vary depending upon what are the conditions or context in which they are following the leader. In an organizational setup, subordinates follow the instructions of the management because their wages are decided and performance is evaluated according to their compliance. In the context of a country, people pay taxes to the government because they are confident that this money would be used to provide them with more benefits. My quote emphasizes upon one main objective of leadership i.e. inspiring the followers. There are many ways in which a leader can inspire the followers. Different leaders have different strengths using which they inspire the followers. For example, certain leaders have good vocal skills and inspire the followers through their motivational speeches. Likewise, there are certain leaders

Consumer Behaviour in the Consumer Electronics Market Essay

Consumer Behaviour in the Consumer Electronics Market - Essay Example The company has recently released the Walkman MP3 player Z series. This particular product is able to combine several elements of the past MP3 players into a new alternative for music while providing the next step to listening to music that many can enjoy within the market. The concept of ILaz is one which developed from the main philosophy of providing new and innovative products based on entertainment needs. It was recently established, specifically with the basis of using the new ideologies of engineers to enhance the products and to create unique electronic features which could be introduced on a global basis. The founding ideology is to create innovative products and technical features that enhance entertainment. The mission is to offer high end and newer electronics to the community which will establish entertainment and offer a different use with better alternatives for leisure activities. The vision is to offer several types of electronic products with a strong reputation for quality and enjoyment. The MP3 player which is provided uses some of the technologies which have been produced by other engineers, such as Sony, and enhances these with newer features that provide more alternatives for listening. The meaning of entertainment devices is inclusive of music, video, photography and other digital products that are specific to the entertainment realm. By having this approach, there is the ability to specialize in high – end products that need different resolutions and alternatives for better listening. The product which is offered by Ilaz is the Z-Series Walkman MP3 player. This is an upgrade to the MP3 players offered by other companies, specifically because of the approach to upgrade technology for better use. The main approach is to offer music in the digital, handheld device that has a clear and distinct sound and which has higher resolution with videos for those that are looking at entertainment through the player. The technology used for bet ter sounds and resolution of video includes digital sound enhancement, noise cancelling, clear stereo and clear bass technologies. The ideology is combined with creating an experience with sound, video and other applications. The system has also incorporated content transfer software, which offers music, video and photo that can all be added into the product. There is the ability to have more transfers, automatic options for downloading as well as updates and the support of digital rights management. There is also a management system incorporated, which consists of sorting files, plugging and transferring files and moving from one platform to another, such as from the PC to iTunes. The product has also incorporated options of moving from different players for better playing. The MP3 system incorporates Bluetooth technology and some of the latest looks and feels of the new device. The product is based on the latest ILaz Z – Series walkman; however, it has enhanced features to offer even more compatibility for both music and video (Sony, 2011). The concepts which have been added to the MP3 player, as well as the popularity of the product can be looked into in terms of the UK market. In general, the UK market has increased in the number that is looking at the different digital players, as seen in graph 1. Graph 1: Increase in UK Electronics Market (National Statistics, 2007). This is combined with the alterations with MP3 players which include 26% of individuals age 15 and over owning the player. It is also

Applications of virtual simulation and their impact in education and training Essay Example for Free

Applications of virtual simulation and their impact in education and training Essay By replicating experiences, simulations hold great potential for educating people or training professionals for almost any task. Research shows more learning is acquired through virtual reality than through reading or lectures. Different from other visual technologies such as film, television and photography, virtual simulation is very effective in education and training because it can provide interactive experience with theories and concepts. Students learn while they are situated in the context where what they learn is to be applied. They get immediate feedback as they explore their understanding of the material (Hitlab). Virtual reality transports learners and lets them explore places they are not able to visit or experience in the real world and could also allow them to visit different places in different time periods that they could not experience in one lifetime. Indeed, virtual reality evokes many possibilities for education and training across a whole range of disciplines. Despite prohibitive costs, more and more educational institutions are exploring simulation technologies as teaching aids and research tools (Byrne, 1993). However, the benefits far outweigh the high costs of simulation technologies. For example, virtual simulation could be used to avoid the physical, safety, and cost constraints that limit schools in the types of environments they can provide for learning-by-doing. To expose them to situated learning, Nuclear Engineering students could learn more about the nuclear reactor by studying simulated models with HMD and 3D gloves instead of a real nuclear reactor. Virtual reality technology facilitates constructivist learning activities and also supports different types of learners such as those who are visually oriented. Virtual simulation could also solve the limitations of distance learning in science and engineering education by providing virtual laboratories in place of hands-on experiments. Physical phenomena that are not easily perceived or measured in usual experiments can be presented in a virtual world and can be viewed in many different perspectives in a VR laboratory. Furthermore, virtual simulation could also address the problems of high costs and hazards of complicated experiments (Kim, et al. , 2001). Figure 2. Simulation offers interactive demonstration of the AC and DC generators (from Kim, et al. , 2001) Simulations in education focus on specific lessons or tasks and allow the replication of abstract concepts and ideas. Simulation techniques are used to create a microworld that simulates an abstract concept and allows the learner to experiment or construct objects to facilitate understanding. A good example of a microworld is the Global Challenge Award online STEM learning web site that teaches science concepts related to global warming and the future of energy. Virtual simulation could also be used, for example, by an ecology to study hydrology and population growth and decay for wildlife species in a given geographic region. An astronomer could also simulate the collision of galaxies and the formation of dark matter. Virtual simulation allows professionals to explore their fields without having to run extensive and costly physical, on site, experiments (Fishwick, 1995). The use of simulation environments has been found to be very effective educational tools because they support self-driven learning (Trindade et al. , 2002). Figure 3. Interactive demonstration of different types of waves (from Kim, et al. , 2001) Multisensory immersion would be the best way for science students to learn complex scientific concepts. In a study of virtual reality physics simulation (VRPS) conducted by Kim, et al. (2001), it was found out that students who were exposed to VRPS programs that provide rich interactive learning environments showed higher academic achievement and felt more satisfaction and interest in the learning process. In another study done by Jensen, et al. (2004), it was shown that 3D visualizations can improve learner satisfaction due to the vivid presentation, and at least maintain learning efficacy.

Racial Profiling And The Police

Racial Profiling And The Police The concern about racial profiling is erupting throughout the country. Many provinces, cities, social groups, and academics have decided to study racial profiling, and how race and ethnicity may play a part in police investigations. Toronto is no different. Allegations of racial profiling have been around for years and still are a subject that creates a lot on media hype and controversy surrounding police. Racial profiling should not be confused in with criminal profiling, because they are two different things (Mucchetti, 2006, pp. 1-32). Racial profiling is not specific to one race or one country. Actually being racially profiled can happen to anyone no matter what race or gender or what country they live in. In Toronto, there have been numerous newspaper and television articles accusing the Toronto Police Service of institutionalized racism and racial profiling (Canadian Race Relations Foundations, 2005). Along with the media articles, there have been complaints filed at the Human Rights Tribunal of Ontario accusing the Toronto Police Service and its members of racial profiling (The Law Society of Upper Canada, 2009). Naturally, race is what makes allegations of racial profiling by the Toronto Police Service so controversial and, at least at the level of public rhetoric, so condemned. But it is important to rethink racial profiling through the lens of criminal profiling and to reduce race to the role that it is purportedly playing in racial profiling, namely a predictive factor; to treat race no differently than we would gender, class, age, or any other profile that works; to take the focus away from race and place it on criminal profiling more generally. This paper will examine racial profiling by police and explaining it according to the different sociological perspectives of functionalist, conflict, interactionist, and feminist. The paper will also attempt to argue if there is institutional racial profiling by the Toronto Police. My thesis is the Toronto Police does not systematically racially profile, instead they systematically criminally profile. In order to examine racial profiling and criminally profiling one must understand the differences between the two. Although there is no clear or universal definition of racial profiling, there is a common component in all of the definitions (Ontario Human Rights Commission, 2009). This paper defines racial profiling as the practice of targeting racial minorities for criminal investigation solely or, in part, on the basis of their skin colour (Court of Appeal for Ontario, 1999). According to the Harvard Latino Law Review, criminal profiling involves: The use of racial or ethnic characteristics by police departments in stopping an individual because his or her description matches that of an actual suspect. In this sense, race functions as the equivalent of hair color or height, which can then be used in combination with other factors to paint a more accurate portrait of a suspected criminal. As a result, generalized notions of criminal propensity are not projected onto an individual because of that persons membership in a particular racial or ethnic group (Mucchetti, 2006, pp. 1-32). . The term racial profiling began in 1980s, when the Drug Enforcement Agency (DEA) in the United States developed and used common characteristics to profile drug couriers as part of the agencies war on drugs (Harris, 2006, pp. 213-239). When community members began to complain about police investigations and their actions towards minorities, the use of the profiling technique emerged to be labelled as racial profiling (Ibid). Functionalist perspective, conflict perspective, interactionist perspective, and feminist perspective all propose societies portrayals of discrimination pressure and manipulate individuals to deem their social class, sexual category, race, and sexuality superior over others. Prejudice is caused by psychological and sociological influence, where individuals are manipulated by their surroundings to hate another solemnly based on their disparity This paper concedes that racial profiling may exist on an individual basis within the Toronto Police Service. This was confirmed by Chief Blair of the Toronto Police Service who was speaking a diversity conference and said: Racism is a human failing. Racial profiling can occur. Weve acknowledged that right up front (Doolittle, 2009). Social activist groups along with minorities groups claims of systematic racial profiling by the Toronto Police Service exists, and refer to publish articles to support their claims such as the 2002 series of newspaper articles written by the Toronto Star. The Toronto Star newspaper articles used empirical data collected from the Toronto Police Services Criminal Information Processing System (CIPS) database. According to the newspaper articles that examined 480,000 files contained within the database, relating to arrest and traffic stops. The Toronto Star concluded that, Blacks arrested by Toronto Police are treated more harshly than white, and a disproportionate number of black motorists are ticketed for violations that only surface following a traffic stop. This difference, says civil libertarians, community leaders and criminologists, suggest police use racial profiling in deciding whom to pull over (Toronto Star Newspaper, 2009, p. A01). The Toronto Star supported their claims of racial profiling by the Toronto Police Service by providing statistical analysis of the CIPS database which compared the number of arrest and tickets issued to blacks, and showed how disproportionate the numbers were to the number of whites living in Toron to (Ibid). Social groups and minorities further their claims of systematic racially profiled by the Toronto Police Service by using rulings by The Human Rights Tribunal of Ontario and refer to the recent ruling of Ron Phipps versus the Toronto Police Service. On June 18th, 2009 The Human Rights Tribunal of Ontario handed down a decision on a case involving members of the Toronto Police Service and a black Canada Post letter carrier. In the tribunals decision they concluded that Ron Phipps was racially profiled by a white police. The adjudicator wrote in her submission I find that Michael Shaw did discriminate against the applicant on March 9, 2005 in the provision of police services on the basis of colour, contrary to section 1 and 9 of the Code (Canadian Legal Information Institute). Social and minority groups also further their arguments of systematic racial profiling by Toronto Police Service based on the fact that Service does not collect or release race base statistics. They argue that One fears that the only reason the Police Board refuses to release this data is to ensure that the public does not get updated information on racial profiling (Toronto Police Accountability Coalition, 2008). Examining the Toronto Star articles as a police officer, it is obvious that there are errors in their conclusions. The Toronto Star compiled its data using the files contained in the CIPS database, which ONLY contained files relating to arrest and tickets issued to persons. The problem using only this database is that it does not take into account the number of persons the police had investigated where there was no arrest or tickets issued. By only selecting the CIPS database and not the true number of persons stopped by police would have skewed the final results. The Toronto Stars analysis should have used all data which would have either enforcing their claims systemic racial profiling by the Toronto Police Service or disproving it. The data-collection by the Toronto Star was also disputed by Allan Gold based on the distinction between reactive and proactive policing (2003, pp. 391-399). Gold argues reactive policing could attribute to claims of racial profiling while proactive policing will not. When it comes to the collection of data, the Toronto Start uses both styles of policing which flawed their conclusion (Ibid). Gold also disagreed with the Toronto Stars use of the general census numbers in its data comparison and their claims that it was a recognized baseline standard. Gold argues that no reputable researcher would use the figures from the general census and in fact, the American literature on racial profiling makes it clear that the uses of the general census as a baseline is worthless (2003, pp. 391-399). He further claims that the construction of the baseline is crucial and because of that fact, the Toronto Star article should be dismissed (Ibid). The Ontario Human Rights Commission uses the following definition of racial profiling: any action undertaken for reasons of safety, security or public protection that relies on stereotypes about race, colour, ethnicity, ancestry, religion, or place of origin, or a combination of these, rather than on a reasonable suspicion, to single out an individual for greater scrutiny or different treatment (2009). The Ontario Human Rights Commissions definition is much broader then the definition used by the courts; the practice of targeting racial minorities for criminal investigation solely or, in part, on the basis of their skin colour (Court of Appeal for Ontario, 1999). The Ontario Human Rights Commission broad definition of racial profiling does not allow the factor of race to play any part in a police officers decision. This means that no matter what if police use race as a factor at anytime, then he or she is racially profiling according to the Commissions definition. In the Ontario Human Rights Tribunal decision where Ron Phipps filed a complaint of racial profiling against members of the Toronto Police Service, the adjudicator said: In this case, as in many cases alleging racial discrimination, there is no direct evidence that race was a factor in the officers decision to take the actions that he did (Canadian Legal Information Institute, 2009). Even with this statement, the adjudicator found the member of the Toronto Police Service guilty saying: I find that Michael Shaw did discriminate against the applicant on March 9, 2005 (Ibid). The problem with the Tribunals decision is that the adjudicator used circumstantial evidence in her decision of quilt, but should have used a clear defined evidence based system instead. According to Chief Blair of the Toronto Police Service, the ruling created an impossibly high standard and you can have the best of intentions and be totally without bias but none of that matters if someone wants to believe you are biased (Lesley Ciarula Taylor, 2009). In the recent Ontario Progressive Conservative leadership campaign, Tim Hudak and Randy Hillier both members of the Ontario Parliament called for the overhaul of the Ontario Human Rights Tribunal (The Canadian Press, 2009). They claimed the current system is dysfunctional and called for evidence based system one similar to the family court system instead of a system that is based on hurt feelings (Ibid). The argument of race based crime statistics date back to 1929 (Johnston, 1994, p. 166). Social activist groups along with minorities groups have argued that the reason Toronto Police Service is not releasing race based crime statistics is due to the that fact they are racial profiling (Toronto Police Accountability Coalition, 2008) . In fact in 1989 the opposite argument was used by community groups when then Inspector Julian Fantino released crime based statistics, claiming them to be inherently racist (Johnston, 1994, p. 166). According to Robin S. Engel an Associate Professor of Criminal Justice at the University of Cincinnati and Director of the University of Cincinnati Policing Institute, Data will never prove or disprove racially biased policing, we contend that vehicle stop data collection and analysis should never be viewed-either by police or resident stakeholders-as a pass fail test. Rather, it should be viewed as a diagnostic tool to help pinpoint the decisions, geographic areas, and procedures that should get priority attention when the agency, in concert with concerned residents, identifies its next steps for addressing the problem or perception of racial profiling (2008, pp. 1-36). Systematic is defined in the Merriam Webster Online Dictionary as methodical in procedure or plan (2009). In order for the arguments of systematic racial profiling by the Toronto Police Service to be true, the Service would have to have policies or procedures in place that sanctioned it. In fact the Toronto Police Service does not sanction any form of racial profiling by its members. The Service has numerous rules and procedures that prohibit racial profiling along with a Diversity Management Unit that monitors all human rights complaints and ensures that all members provide a bias-free service to the community (2009). Members of the Toronto Police Service are constantly being advised of their responsibility in providing a bias-free service to the community. These reminders are done through training and education, the Services Core Values and letters to the members of the Service, such as a letter written in 2003 by then Chief Juilian Fantino who wrote; we must be aware that social and institutional pressures can lead to unacceptable instances of racial bias in policing. Police officers must make their decisions to engage the public based on the actions or conduct that they observe, on actual witness information and/or on hand evidence. Police officers must have articulable cause or reasonable grounds in order to pursue legitimate law enforcement activities with a member of the public. We must not make any decision to stop, question and/or search citizens based solely on a persons race. All of us, at all times, must provide equitable and respectful service to all persons regardless of race. I believe that the best way to deal with this and all other issues is simply by always treating people, all people, professionally. Lets continue to treat all people and each other with dignity and respect. Professional conduct means that we will never go wrong or be found wanting in our dealings with all components of our diverse society (Toronto Police Service, 2003). Although the Toronto Police Service does not systematically racially profile, they do systematically criminally profile. Criminal profiling also known as Criminal Investigative Analysis (CIA) is an effective tool enabling law enforcement agencies to enforce the law more effectively (Royal Canadian Mounted Police). The origins of criminal profiling can be traced back to 1800s when it was first used in case to identify Jack to Ripper (Winerman, 2004, p. 66). The current use of criminal profiling by law enforcement was developed the Federal Bureau of Investigation (FBI), in the United States by their Behaviour Science Unit (Ibid). Criminal profiling can be broken into two stages; the first could be described as general profiling and the second as specific profiling (Palermo, 2002, pp. 383-385). General profiling is part of an officers everyday duties and investigations of any crime, such as traffic stops, while specific profiling is more refined in the officers approach to evidence and crime scene investigations (Ibid). Criminal profiling can also take on several forms. The first form of criminal profiling can be institutional, which is where the organization develops the profile of the offender, while the second for can be formed by the individual officer. This form of criminal profiling is developed by the officer from his or her personal experiences (Higgins Gabbidon, 2009, pp. 77-88). In todays policing, Toronto Police Service front-line officers incorporated the general profiling aspect of criminal profiling when performing their general duties but will on occasion incorporate specific profiling aspects when responding to a serious radio call. The officers will also use both organizational and individual forms of criminal profiling as well. A basic form of institutional criminal profiling is taught to members of the Toronto Police Service when he or she attends the Ontario Police College as a basic recruit. The recruits are provided the necessary knowledge of laws, procedures and skills that will help them perform their duties as frontline officers. With emphasis on the core function of police services found in the Ontario Police Service Act section 4(2) which focuses on Crime Prevention, Law Enforcement, Assistance to Victims of Crime, Public Order Maintenance, and Emergency Response (2009). The officers are also provided training a variety of subjects including, ethics, anti-racism and community policing (Ibid). The training does not stop when a officer leave the Ontario Police College, the officers are further trained at the Toronto Police College in the Services Rule and Procedures, Core Values and Mission Statement of the Service along with officer safety training. Officers develop individual criminal profiling skills when they start patrolling the streets of Toronto. The officer will respond to thousands of calls varying from thefts, domestics, fights, to vehicle stops. Each time the officer interacts with the individuals, he or she develops their own brand of policing and individual criminal profiling. A more formal institutional style of criminal profiling is incorporated when it comes to serious crimes such as sexual assaults and homicides. It is more specific and uses analyst to develop a profile of a potential suspect, using all available data. The officers then take this profile onto the street of Toronto to look for a suspect. In community policing, officers work closely with problem communities, in developing strategies to help the community combat crime. Working with the community, officers receive information on potential criminal activities and individuals within the community so that they can develop strategies to reduce crime. Officers will incorporate all aspects of criminal profiling to either be reactive or proactive in an attempt to reduce criminality. Being reactive, officers focus their attention on direct information that is received from the community to reduce the current problem within the community. Proactive policing will allow the officers to profile activities and individuals within the community to prevent further victimization. Officers also use criminal profiling when they perform traffic stops. The officer use individual criminal profiling when he or she selects an area to monitor the traffic flow, which is based on the officers personal experience. The officer might select an area where there is a high rate of incidences of failing to stop at a sign or a section or roadway where vehicle speed. When the officer decides to stop the vehicle for a violation of the Highway Traffic Act, he or she again criminally profiles the vehicle and occupants for officer safety reasons. The officer will conduct registration checks on the vehicle and the registered owner, all the time observing the occupants of the vehicle before stopping the vehicle, in order identify any criminal activity. This part of criminal profiling it taught to the officers by the Ontario Police College and the Toronto Police College (institutional criminal profiling) as part of the Officers Safety Section within both colleges, in order to keep the officer safe. There are those who argue that criminal profiling is not supported by scientific evidence and should be dismisses as rhetoric and never be used. This paper agrees that criminal profiling is limited in empirical data but is still a useful tool to combat crime. According to a research study which states, criminal profiling will persist as a pseudoscientific technique until such time as empirical and reproducible studies are conducted on the abilities of large groups of active profilers to predict, with more precision and greater magnitude, the characteristics of offenders (Snook, Eastwood, Gendreau, Goggin Cullen, 2007, pp. 437-453). Each time when a members of the Toronto Police Service uses criminal profiling while investigating individuals, they are trained to reduce the factor of race so that it is equal to all the other factors of the investigation. In conclusion, the Toronto Police Service does not systematically racially profile as the media, social and minority groups would have us believe. In order for the Toronto Police Service to be blamed for systematically racially profiling, the Service would have to be a plan or procedure in place to support it. The Toronto Police Service does not support any form of racial profiling by it members. In fact the Service is working with the Ontario Human Rights Commission to ensure that the officers being hired reflect the diversity of the City of Toronto, the officers are trained in ethics, and diversity and what constitutes racial bias policing (2009). Criminal profiling plays a crucial and significant role in deterring and combating criminal behaviour and activity. Criminal profiling provides a valuable tool for police in which they can assess and analyze the patterns of criminal behaviour (Turvey, 2008, pp. 1-43). The Toronto Police Service systematically criminally profiles and treats the race component of criminal profiling no differently than they would gender, class, age, or any other profile that works.