Full Text of General Act of the Berlin Conference on West Africa

Full Text of General Act of the Berlin Conference on West Africa Signed by the representatives of the United Kingdom, France, Germany, Austria, Belgium, Denmark, Spain, the United States of America, Italy, the Netherlands, Portugal, Russia, Sweden-Norway, and Turkey (Ottoman Empire). (Printable version  of this text) GENERAL ACT OF THE CONFERENCE AT BERLIN OF THE PLENIPOTENTIARIES OF GREAT BRITAIN, AUSTRIA-HUNGARY, BELGIUM, DENMARK, FRANCE, GERMANY, ITALY, THE NETHERLANDS, PORTUGAL, RUSSIA, SPAIN, SWEDEN AND NORWAY, TURKEY AND THE UNITED STATES RESPECTING: (1) FREEDOM OF TRADE IN THE BASIN OF THE CONGO; (2) THE SLAVE TRADE; (3) NEUTRALITY OF THE TERRITORIES IN THE BASIN OF THE CONGO; (4) NAVIGATION OF THE CONGO; (5) NAVIGATION OF THE NIGER; AND (6) RULES FOR FUTURE OCCUPATION ON THE COAST OF THE AFRICAN CONTINENT In the Name of God Almighty. Her Majesty the Queen of the United Kingdom of Great Britain and Ireland, Empress of India; His Majesty the German Emperor, King of Prussia; His Majesty the Emperor of Austria, King of Bohemia, etc, and Apostolic King of Hungary; His Majesty the King of the Belgians; His Majesty the King of Denmark; His Majesty the King of Spain; the President of the United States of America; the President of the French Republic; His Majesty the King of Italy; His Majesty the King of the Netherlands, Grand Duke of Luxemburg, etc; His Majesty the King of Portugal and the Algarves, etc; His Majesty the Emperor of all the Russias; His Majesty the King of Sweden and Norway, etc; and His Majesty the Emperor of the Ottomans, WISHING, in a spirit of good and mutual accord, to regulate the conditions most favourable to the development of trade and civilization in certain regions of Africa, and to assure to all nations the advantages of free navigation on the two chief rivers of Africa flowing into the Atlantic Ocean; BEING DESIROUS, on the other hand, to obviate the misunderstanding and disputes which might in future arise from new acts of occupation (prises de possession) on the coast of Africa; and concerned, at the same time, as to the means of furthering the moral and material well-being of the native populations; HAVE RESOLVED, on the invitation addressed to them by the Imperial Government of Germany, in agreement with the Government of the French Republic, to meet for those purposes in Conference at Berlin, and have appointed as their Plenipotentiaries, to wit: [Names of plenipotentiaries included here.] Who, being provided with full powers, which have been found in good and due form, have successively discussed and adopted: 1. A Declaration relative to freedom of trade in the basin of the Congo, its embouchures and circumjacent regions, with other provisions connected therewith. 2. A Declaration relative to the slave trade, and the operations by sea or land which furnish slaves to that trade. 3. A Declaration relative to the neutrality of the territories comprised in the Conventional basin of the Congo. 4. An Act of Navigation for the Congo, which, while having regard to local circumstances, extends to this river, its affluents, and the waters in its system (eaux qui leur sont assimilà ©es), the general principles enunciated in Articles 58 and 66 of the Final Act of the Congress of Vienna, and intended to regulate, as between the Signatory Powers of that Act, the free navigation of the waterways separating or traversing several States - these said principles having since then been applied by agreement to certain rivers of Europe and America, but especially to the Danube, with the modifications stipulated by the Treaties of Paris (1856), of Berlin (1878), and of London (1871 and 1883). 5. An Act of Navigation for the Niger, which, while likewise having regard to local circumstances, extends to this river and its affluents the same principles as set forth in Articles 58 and 66 of the Final Act of the Congress of Vienna. 6. A Declaration introducing into international relations certain uniform rules with reference to future occupations on the coast of the African Continent. And deeming it expedient that all these several documents should be combined in one single instrument, they (the Signatory Powers) have collected them into one General Act, composed of the following Articles: CHAPTER I DECLARATION RELATIVE TO FREEDOM OF TRADE IN THE BASIN OF THE CONGO, ITS MOUTHS AND CIRCUMJACENT REGIONS, WITH OTHER PROVISIONS CONNECTED THEREWITH Article 1 The trade of all nations shall enjoy complete freedom- 1. In all the regions forming the basin of the Congo and its outlets. This basin is bounded by the watersheds (or mountain ridges) of the adjacent basins, namely, in particular, those of the Niari, the Ogowà ©, the Schari, and the Nile, on the north; by the eastern watershed line of the affluents of Lake Tanganyika on the east; and by the watersheds of the basins of the Zambesi and the Logà © on the south. It therefore comprises all the regions watered by the Congo and its affluents, including Lake Tanganyika, with its eastern tributaries. 2. In the maritime zone extending along the Atlantic Ocean from the parallel situated in 2 º30 of south latitude to the mouth of the Logà ©. The northern boundary will follow the parallel situated in 2 º30 from the coast to the point where it meets the geographical basin of the Congo, avoiding the basin of the Ogowà ©, to which the provisions of the present Act do not apply. The southern boundary will follow the course of the Logà © to its source, and thence pass eastwards till it joins the geographical basin of the Congo. 3. In the zone stretching eastwards from the Congo Basin, as above defined, to the Indian Ocean from 5 degrees of north latitude to the mouth of the Zambesi in the south, from which point the line of demarcation will ascend the Zambesi to 5 miles above its confluence with the Shirà ©, and then follow the watershed between the affluents of Lake Nyassa and those of the Zambesi, till at last it reaches the watershed between the waters of the Zambesi and the Congo. It is expressly recognized that in extending the principle of free trade to this eastern zone the Conference Powers only undertake engagements for themselves, and that in the territories belonging to an independent Sovereign State this principle shall only be applicable in so far as it is approved by such State. But the Powers agree to use their good offices with the Governments established on the African shore of the Indian Ocean for the purpose of obtaining such approval, and in any case of securing the most favourable conditions to the transit (traffic) of all nations. Article 2 All flags, without distinction of nationality, shall have free access to the whole of the coastline of the territories above enumerated, to the rivers there running into the sea, to all the waters of the Congo and its affluents, including the lakes, and to all the ports situate on the banks of these waters, as well as to all canals which may in future be constructed with intent to unite the watercourses or lakes within the entire area of the territories described in Article 1. Those trading under such flags may engage in all sorts of transport, and carry on the coasting trade by sea and river, as well as boat traffic, on the same footing as if they were subjects. Article 3 Wares, of whatever origin, imported into these regions, under whatsoever flag, by sea or river, or overland, shall be subject to no other taxes than such as may be levied as fair compensation for expenditure in the interests of trade, and which for this reason must be equally borne by the subjects themselves and by foreigners of all nationalities. All differential dues on vessels, as well as on merchandise, are forbidden. Article 4 Merchandise imported into these regions shall remain free from import and transit dues. The Powers reserve to themselves to determine after the lapse of twenty years whether this freedom of import shall be retained or not. Article 5 No Power which exercises or shall exercise sovereign rights in the abovementioned regions shall be allowed to grant therein a monopoly or favour of any kind in matters of trade. Foreigners, without distinction, shall enjoy protection of their persons and property, as well as the right of acquiring and transferring movable and immovable possessions; and national rights and treatment in the exercise of their professions. PROVISIONS RELATIVE TO PROTECTION OF THE NATIVES, OF MISSIONARIES AND TRAVELLERS, AS WELL AS RELATIVE TO RELIGIOUS LIBERTY Article 6 All the Powers exercising sovereign rights or influence in the aforesaid territories bind themselves to watch over the preservation of the native tribes, and to care for the improvement of the conditions of their moral and material well-being, and to help in suppressing slavery, and especially the slave trade. They shall, without distinction of creed or nation, protect and favour all religious, scientific or charitable institutions and undertakings created and organized for the above ends, or which aim at instructing the natives and bringing home to them the blessings of civilization. Christian missionaries, scientists and explorers, with their followers, property and collections, shall likewise be the objects of especial protection. Freedom of conscience and religious toleration are expressly guaranteed to the natives, no less than to subjects and to foreigners. The free and public exercise of all forms of divine worship, and the right to build edifices for religious purposes, and to organize religious missions belonging to all creeds, shall not be limited or fettered in any way whatsoever. POSTAL REGIME Article 7 The Convention of the Universal Postal Union, as revised at Paris 1 June 1878, shall be applied to the Conventional basin of the Congo. The Powers who therein do or shall exercise rights of sovereignty or Protectorate engage, as soon as circumstances permit them, to take the measures necessary for the carrying out of the preceding provision. RIGHT OF SURVEILLANCE VESTED IN THE INTERNATIONAL NAVIGATION COMMISSION OF THE CONGO Article 8 In all parts of the territory had in view by the present Declaration, where no Power shall exercise rights of sovereignty or Protectorate, the International Navigation Commission of the Congo, instituted in virtue of Article 17, shall be charged with supervising the application of the principles proclaimed and perpetuated (consacrà ©s) by this Declaration. In all cases of difference arising relative to the application of the principles established by the present Declaration, the Governments concerned may agree to appeal to the good offices of the International Commission, by submitting to it an examination of the facts which shall have occasioned these differences. CHAPTER II DECLARATION RELATIVE TO THE SLAVE TRADE Article 9 Seeing that trading in slaves is forbidden in conformity with the principles of international law as recognized by the Signatory Powers, and seeing also that the operations, which, by sea or land, furnish slaves to trade, ought likewise to be regarded as forbidden, the Powers which do or shall exercise sovereign rights or influence in the territories forming the Conventional basin of the Congo declare that these territories may not serve as a market or means of transit for the trade in slaves, of whatever race they may be. Each of the Powers binds itself to employ all the means at its disposal for putting an end to this trade and for punishing those who engage in it. CHAPTER III DECLARATION RELATIVE TO THE NEUTRALITY OF THE TERRITORIES COMPRISED IN THE CONVENTIONAL BASIN OF THE CONGO Article 10 In order to give a new guarantee of security to trade and industry, and to encourage, by the maintenance of peace, the development of civilization in the countries mentioned in Article 1, and placed under the free trade system, the High Signatory Parties to the present Act, and those who shall hereafter adopt it, bind themselves to respect the neutrality of the territories, or portions of territories, belonging to the said countries, comprising therein the territorial waters, so long as the Powers which exercise or shall exercise the rights of sovereignty or Protectorate over those territories, using their option of proclaiming themselves neutral, shall fulfil the duties which neutrality requires. Article 11 In case a Power exercising rights of sovereignty or Protectorate in the countries mentioned in Article 1, and placed under the free trade system, shall be involved in a war, then the High Signatory Parties to the present Act, and those who shall hereafter adopt it, bind themselves to lend their good offices in order that the territories belonging to this Power and comprised in the Conventional free trade zone shall, by the common consent of this Power and of the other belligerent or belligerents, be placed during the war under the rule of neutrality, and considered as belonging to a non-belligerent State, the belligerents thenceforth abstaining from extending hostilities to the territories thus neutralized, and from using them as a base for warlike operations. Article 12 In case a serious disagreement originating on the subject of, or in the limits of, the territories mentioned in Article 1, and placed under the free trade system, shall arise between any Signatory Powers of the present Act, or the Powers which may become parties to it, these Powers bind themselves, before appealing to arms, to have recourse to the mediation of one or more of the friendly Powers. In a similar case the same Powers reserve to themselves the option of having recourse to arbitration. CHAPTER IV ACT OF NAVIGATION FOR THE CONGO Article 13 The navigation of the Congo, without excepting any of its branches or outlets, is, and shall remain, free for the merchant ships of all nations equally, whether carrying cargo or ballast, for the transport of goods or passengers. It shall be regulated by the provisions of this Act of Navigation, and by the rules to be made in pursuance thereof. In the exercise of this navigation the subjects and flags of all nations shall in all respects be treated on a footing of perfect equality, not only for the direct navigation from the open sea to the inland ports of the Congo, and vice versa, but also for the great and small coasting trade, and for boat traffic on the course of the river. Consequently, on all the course and mouths of the Congo there will be no distinction made between the subjects of riverain States and those of non-riverain States, and no exclusive privilege of navigation will be conceded to companies, corporations or private persons whatsoever. These provisions are recognized by the Signatory Powers as becoming henceforth a part of international law. Article 14 The navigation of the Congo shall not be subject to any restriction or obligation which is not expressly stipulated by the present Act. It shall not be exposed to any landing dues, to any station or depot tax, or to any charge for breaking bulk, or for compulsory entry into port. In all the extent of the Congo the ships and goods in process of transit on the river shall be submitted to no transit dues, whatever their starting place or destination. There shall be levied no maritime or river toll based on the mere fact of navigation, nor any tax on goods aboard of ships. There shall only be levied taxes or duties having the character of an equivalent for services rendered to navigation itself, to wit: 1. Harbour dues on certain local establishments, such as wharves, warehouses, etc, if actually used. The tariff of such dues shall be framed according to the cost of constructing and maintaining the said local establishments; and it will be applied without regard to whence vessels come or what they are loaded with. 2. Pilot dues for those stretches of the river where it may be necessary to establish properly qualified pilots. The tariff of these dues shall be fixed and calculated in proportion to the service rendered. 3. Charges raised to cover technical and administrative expenses incurred in the general interest of navigation, including lighthouse, beacon and buoy duties. The lastmentioned dues shall be based on the tonnage of vessels as shown by the ships papers, and in accordance with the rules adopted on the Lower Danube. The tariffs by which the various dues and taxes enumerated in the three preceding paragraphs shall be levied shall not involve any differential treatment, and shall be officially published at each port. The Powers reserve to themselves to consider, after the lapse of five years, whether it may be necessary to revise, by common accord, the abovementioned tariffs. Article 15 The affluents of the Congo shall in all respects be subject to the same rules as the river of which they are tributaries. And the same rules shall apply to the streams and river as well as the lakes and canals in the territories defined in paragraphs 2 and 3 of Article 1. At the same time the powers of the International Commission of the Congo will not extend to the said rivers, streams, lakes and canals, unless with the assent of the States under whose sovereignty they are placed. It is well understood, also, that with regard to the territories mentioned in paragraph 3 of Article 1 the consent of the Sovereign States owning these territories is reserved. Article 16 The roads, railways or lateral canals which may be constructed with the special object of obviating the innavigability or correcting the imperfection of the river route on certain sections of the course of the Congo, its affluents, and other waterways placed under a similar system, as laid down in Article 15, shall be considered in their quality of means of communication as dependencies of this river, and as equally open to the traffic of all nations. And, as on the river itself, so there shall be collected on these roads, railways and canals only tolls calculated on the cost of construction, maintenance and management, and on the profits due to the promoters. As regards the tariff of these tolls, strangers and the natives of the respective territories shall be treated on a footing of perfect equality. Article 17 There is instituted an International Commission, charged with the execution of the provisions of the present Act of Navigation. The Signatory Powers of this Act, as well as those who may subsequently adhere to it, may always be represented on the said Commission, each by one delegate. But no delegate shall have more than one vote at his disposal, even in the case of his representing several Governments. This delegate will be directly paid by his Government. As for the various agents and employees of the International Commission, their remuneration shall be charged to the amount of the dues collected in conformity with paragraphs 2 and 3 of Article 14. The particulars of the said remuneration, as well as the number, grade and powers of the agents and employees, shall be entered in the returns to be sent yearly to the Governments represented on the International Commission. Article 18 The members of the International Commission, as well as its appointed agents, are invested with the privilege of inviolability in the exercise of their functions. The same guarantee shall apply to the offices and archives of the Commission. Article 19 The International Commission for the Navigation of the Congo shall be constituted as soon as five of the Signatory Powers of the present General Act shall have appointed their delegates. And, pending the constitution of the Commission, the nomination of these delegates shall be notified to the Imperial Government of Germany, which will see to it that the necessary steps are taken to summon the meeting of the Commission. The Commission will at once draw up navigation, river police, pilot and quarantine rules. These rules, as well as the tariffs to be framed by the Commission, shall, before coming into force, be submitted for approval to the Powers represented on the Commission. The Powers interested will have to communicate their views with as little delay as possible. Any infringement of these rules will be checked by the agents of the International Commission wherever it exercises direct authority, and elsewhere by the riverain Power. In the case of an abuse of power, or of an act of injustice, on the part of any agent or employee of the International Commission, the individual who considers himself to be aggrieved in his person or rights may apply to the consular agent of his country. The latter will examine his complaint, and if he finds it prima facie reasonable he will then be entitled to bring it before the Commission. At his instance then, the Commission, represented by at least three of its members, shall, in conjunction with him, inquire into the conduct of its agent or employee. Should the consular agent look upon the decision of the Commission as raising questions of law (objections de droit), he will report on the subject to his Government, which may then have recourse to the Powers represented on the Commission, and invite them to agree as to the instructions to be given to the Commission. Article 20 The International Commission of the Congo, charged in terms of Article 17 with the execution of the present Act of Navigation, shall in particular have power- 1. To decide what works are necessary to assure the navigability of the Congo in accordance with the needs of international trade. On those sections of the river where no Power exercises sovereign rights the International Commission will itself take the necessary measures for assuring the navigability of the river. On those sections of the river held by a Sovereign Power the International Commission will concert its action (sentendra) with the riparian authorities. 2. To fix the pilot tariff and that of the general navigation dues as provided for by paragraphs 2 and 3 of Article 14. The tariffs mentioned in the first paragraph of Article 14 shall be framed by the territorial authorities within the limits prescribed in the said Article. The levying of the various dues shall be seen to by the international or territorial authorities on whose behalf they are established. 3. To administer the revenue arising from the application of the preceding paragraph (2). 4. To superintend the quarantine establishment created in virtue of Article 24. 5. To appoint officials for the general service of navigation, and also its own proper employees. It will be for the territorial authorities to appoint sub-inspectors on sections of the river occupied by a Power, and for the International Commission to do so on the other sections. The riverain Power will notify to the International Commission the appointment of sub-inspectors, and this Power will undertake the payment of their salaries. In the exercise of its functions, as above defined and limited, the International Commission will be independent of the territorial authorities. Article 21 In the accomplishment of its task the International Commission may, if need be, have recourse to the war vessels of the Signatory Powers of this Act, and of those who may in future accede to it, under reserve, however, of the instructions which may be given to the commanders of these vessels by their respective Governments. Article 22 The war vessels of the Signatory Powers of this Act that may enter the Congo are exempt from payment of the navigation dues provided for in paragraph 3 of Article 14; but, unless their intervention has been called for by the International Commission or its agents, in terms of the preceding Article, they shall be liable to the payment of the pilot or harbour dues which may eventually be established. Article 23 With the view of providing for the technical and administrative expenses which it may incur, the International Commission created by Article 17 may, in its own name, negotiate loans to be exclusively guaranteed by the revenues raised by the said Commission. The decisions of the Commission dealing with the conclusion of a loan must be come to by a majority of two-thirds. It is understood that the Governments represented on the Commission shall not in any case be held as assuming any guarantee, or as contracting any engagement or joint liability (solidarità ©) with respect to the said loans, unless under special Conventions concluded by them to this effect. The revenue yielded by the dues specified in paragraph 3 of Article 14 shall bear, as a first charge, the payment of the interest and sinking fund of the said loans, according to agreement with the lenders. Article 24 At the mouth of the Congo there shall be founded, either on the initiative of the riverain Powers, or by the intervention of the International Commission, a quarantine establishment for the control of vessels passing out of as well as into the river. Later on the Powers will decide whether and on what conditions a sanitary control shall be exercised over vessels engaged in the navigation of the river itself. Article 25 The provisions of the present Act of Navigation shall remain in force in time of war. Consequently all nations, whether neutral or belligerent, shall be always free, for the purposes of trade, to navigate the Congo, its branches, affluents and mouths, as well as the territorial waters fronting the embouchure of the river. Traffic will similarly remain free, despite a state of war, on the roads, railways, lakes and canals mentioned in Articles 15 and 16. There will be no exception to this principle, except in so far as concerns the transport of articles intended for a belligerent, and in virtue of the law of nations regarded as contraband of war. All the works and establishments created in pursuance of the present Act, especially the tax collecting offices and their treasuries, as well as the permanent service staff of these establishments, shall enjoy the benefits of neutrality (placà ©s sous le rà ©gime de la neutralità ©), and shall, therefore, be respected and protected by belligerents. CHAPTER V ACT OF NAVIGATION FOR THE NIGER Article 26 The navigation of the Niger, without excepting any of its branches and outlets, is and shall remain entirely free for the merchant ships of all nations equally, whether with cargo or ballast, for the transportation of goods and passengers. It shall be regulated by the provisions of this Act of Navigation, and by the rules to be made in pursuance of this Act. In the exercise of this navigation the subjects and flags of all nations shall be treated, in all circumstances, on a footing of perfect equality, not only for the direct navigation from the open sea to the inland ports of the Niger, and vice versa, but for the great and small coasting trade, and for boat trade on the course of the river. Consequently, on all the course and mouths of the Niger there will be no distinction made between the subjects of the riverain States and those of non-riverain States; and no exclusive privilege of navigation will be conceded to companies, corporations or private persons. These provisions are recognized by the Signatory Powers as forming henceforth a part of international law. Article 27 The navigation of the Niger shall not be subject to any restriction or obligation based merely on the fact of navigation. It shall not be exposed to any obligation in regard to landing-station or depot, or for breaking bulk, or for compulsory entry into port. In all the extent of the Niger the ships and goods in process of transit on the river shall be submitted to no transit dues, whatever their starting place or destination. No maritime or river toll shall be levied based on the sole fact of navigation, nor any tax on goods on board of ships. There shall only be collected taxes or duties which shall be an equivalent for services rendered to navigation itself. The tariff of these taxes or duties shall not warrant any differential treatment. Article 28 The affluents of the Niger shall be in all respects subject to the same rules as the river of which they are tributaries. Article 29 The roads, railways or lateral canals which may be constructed with the special object of obviating the innavigability or correcting the imperfections of the river route on certain sections of the course of the Niger, its affluents, branches and outlets, shall be considered, in their quality of means of communication, as dependencies of this river, and as equally open to the traffic of all nations. And, as on the river itself, so there shall be collected on these roads, railways and canals only tolls calculated on the cost of construction, maintenance and management, and on the profits due to the promoters. As regards the tariff of these tolls, strangers and the natives of the respective territories shall be treated on a footing of perfect equality. Article 30 Great Britain undertakes to apply the principles of freedom of navigation enunciated in Articles 26, 27, 28 and 29 on so much of the waters of the Niger, its affluents, branches and outlets, as are or may be under her sovereignty or protection. The rules which she may establish for the safety and control of navigation shall be drawn up in a way to facilitate, as far as possible, the circulation of merchant ships. It is understood that nothing in these obligations shall be interpreted as hindering Great Britain from making any rules of navigation whatever which shall not be contrary to the spirit of these engagements. Great Britain undertakes to protect foreign merchants and all the trading nationalities on all those portions of the Niger which are or may be under her sovereignty or protection as if they were her own subjects, provided always that such merchants conform to the rules which are or shall be made in virtue of the foregoing. Article 31 France accepts, under the same reservations, and in identical terms, the obligations undertaken in the preceding Articles in respect of so much of the waters of the Niger, its affluents, branches and outlets, as are or may be under her sovereignty or protection. Article 32 Each of the other Signatory Powers binds itself in the same way in case it should ever exercise in the future rights of sovereignty or protection over any portion of the waters of the Niger, its affluents, branches or outlets. Article 33 The arrangements of the present Act of Navigation will remain in force in time of war. Consequently, the navigation of all neutral or belligerent nationals will be in all time free for the usages of commerce on the Niger, its branches, its affluents, its mouths and outlets, as well as on the territorial waters opposite the mouths and outlets of that river. The traffic will remain equally free in spite of a state of war on the roads, railways and canals mentioned in Article 29. There will be an exception to this principle only in that which relates to the transport of articles destined for a belligerent, and considered, in virtue of the law of nations, as articles contraband of war. CHAPTER VI DECLARATION RELATIVE TO THE ESSENTIAL CONDITIONS TO BE OBSERVED IN ORDER THAT NEW OCCUPATIONS ON THE COASTS OF THE AFRICAN CONTINENT MAY BE HELD TO BE EFFECTIVE Article 34 Any Power which henceforth takes possession of a tract of land on the coasts of the African continent outside of its present possessions, or which, being hitherto without such possessions, shall acquire them, as well as the Power which assumes a Protectorate there, shall accompany the respective act with a notification thereof, addressed to the other Signatory Powers of the present Act, in order to enable them, if need be, to make good any claims of their own. Article 35 The Signatory Powers of the present Act recognize the obligation to insure the establishment of authority in the regions occupied by them on the coasts of the African continent sufficient to protect existing rights, and, as the case may be, freedom of trade and of transit under the conditions agreed upon. CHAPTER VII GENERAL DISPOSITIONS Article 36 The Signatory Powers of the present General Act reserve to themselves to introduce into it subsequently, and by common accord, such modifications and improvements as experience may show to be expedient. Article 37 The Powers who have not signed the present General Act shall be free to adhere to its provisions by a separate instrument. The adhesion of each Power shall be notified in diplomatic form to the Government of the German Empire, and by it in turn to all the other signatory or adhering Powers. Such adhesion shall carry with it full acceptance of all the obligations as well as admission to all the advantages stipulated by the present General Act. Article 38 The present General Act shall be ratified with as little delay as possible, the same in no case to exceed a year. It will come into force for each Power from the date of its ratification by that Power. Meanwhile, the Signatory Powers of the present General Act bind themselves not to take any steps contrary to its provisions. Each Power will address its ratification to the Government of the German Empire, by which notice of the fact will be given to all the other Signatory Powers of the present Act. The ratifications of all the Powers will be deposited in the archives of the Government of the German Empire. When all the ratifications shall have been sent in, there will be drawn up a Deposit Act, in the shape of a Protocol, to be signed by the representatives of all the Powers which have taken part in the Conference of Berlin, and of which a certified copy will be sent to each of those Powers. IN TESTIMONY WHEREOF the several plenipotentiaries have signed the present General Act and have affixed thereto their seals. DONE at Berlin, the 26th day of February, 1885. [Signatures included here.]

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Appendicitis - Case Study Example Appendicitis causes a series of symptoms in a patient, out of which the primary symptom is an acute radiating pain that extends from the naval towards the right side of the lower abdomen. This severity of the pain may worsen when the patient coughs or makes some sharp movements. The other symptoms are vomiting accompanied with high fever. The abdomen gets bloated and sometimes constipation or  diarrhoea  may occur (Karriem-Norwood, 2014). Patient with the above symptoms must get immediate medical attention as appendicitis when not treated in a timely manner may be fatal. When the lumen (inner wall of the appendix) gets obstructed, inflammation of the appendix occurs. This obstruction may occur due to some bacterial infection, cancer, or faecal matter. As a result, the appendix gets filled with puss cells that swell and create pressure within the inner wall of the appendix. This pressure may cause blood clot within the blood vessels and make the lymphatic vessels which carry lymph to the heart becomes inactive (â€Å"Appendicitis,† 2014). The symptoms of appendicitis may be misleading because other diseases like urinary infection, gall bladder infection, intestinal infection, gastritis and gynaecological problems may also result in extremely similar signs and symptoms of appendicitis (Marks, 2014). Careful and timely diagnosis is very important. Thorough investigation of patient history and physical examination may sort out the problem. The doctor may physically examine the patient by applying gentle pressure on the painful region of the abdomen which will worsen the pain as a sign of infection in the peritoneum (tissue that builds the inner wall of the abdomen and supports most of the organs in the abdomen) (â€Å"Diseases and Conditions – Appendicitis,† 2014). Blood test may be taken to examine the level of White Blood Corpuscles (WBC) in the blood. Whenever there is an infection in any part of the human body, the WBC in the blood multiplies

The Impact of Hauora on a Maori Client

The Impact of Hauora on a Maori Client Analyse what effect each one of the following would have on the hauora of a Maori client. 1).Shame Shame is a feeling of guilty or embarrassed by any individual. In healthcare facilities if clients feel shame or embarrassment it will be hard for a Caregiver to provide proper treatment or care for the client. If client feels shame or embarrassed, it will create a significant barrier between a client and care providers and if this happens, care givers won't be able to figure out what a client is thinking or what problem he/she is having. For example; if a client is having some disease or problem which he/she is feeling ashamed of telling to a caregiver than it will affect his holistic well being because care providers won't be able to collect proper data and as a result the right and proper care will not be given to a client. So as a care provider we should encourage client to be open and share his thoughts and feeling. 2).Self Abasement A client who feels self abasement will start to feel that is he is not good enough compared to others and it can lead them to depression and they will withdrawal from social relationship. It will affect the entire Whanau mentally. This person will neglect communication and isolate him from everyone. Therefore the client will not look after himself by not taking medicines or he/she may start eating unhealthy food. 3).Withdrawal A person who withdraw themselves from social relationship mostly go into depression and isolate them from Whanau (family) or friends. If this happens, the care providers in healthcare facilities will not be able to provide right care for a client so social support is very important in this case. For example family should be support the client as well as caregiver to implement the proper treatment by gathering right data from the client. 4).Feeling Misunderstood Some clients may feel they are misunderstood and as a result they feel ashamed or embarrassed. They even sometimes withdraw themselves from others feeling that they are not good enough. As a result it will affect their health because they will hide their feeling and thoughts. So as a caregiver we should always respect other's culture and dignity. For example every healthcare facilities should have a Maori support worker to communicate with Maori client to gather more information and to protect their dignity. 1.2 From the following five(5) situation of whakama, select any four (4)and analyse the impact of each one within a hauora context. 1).One to one consultation with a health worker Some clients feel uncomfortable with one to one consultation with health worker. For some cases health worker need to ask personal and intimate questions to client to get accurate information about the client. A client may feel ashamed or embarrassed to answer personal question which can affect the health of a patient. In this case health worker will not get accurate data from the client to plan good care. For example, sometimes female client feel uncomfortable by the health worker when they are doing physical examination by touching. So health worker should first introduce themselves, ask permission before touching a client with Whanau and a client itself. 2).Group consultation with a health worker As some clients may be not comfortable with one to one consultation there are few clients who may feel uncomfortable with group consultation with health worker. Client may feel ashamed or embarrassed or may be depressed to enclose their personal information to people there are not very well aware of. For example, client feel embarrassed to share their health condition in front of family members because family members are not very supportive. So again health worker will not be able to find out enough information to plan proper health care for the client. to overcome this situation health worker should first ensure that is it fine with the client for group consultation. 3).One to one consultation with a health worker of a different gender Gender has a substantial impact on outcome as well as process level in health care. Most of the clients feel shy/embarrassed to share their personal information or diseases they may have with opposite gender.Some client and health worker naturally shy and fell uncomfortable when asking or answering questions with opposite gender. When a male health worker is doing a physical examination to a female client both parties may feel uncomfortable. It is important for health organization to train primary health worker how to break down barriers between themselves and client in gender differences to generate proper care for a client. 4).Group consultation with a health worker of a different gender During group consultation with a health worker of a different gender can be more embarrassment for a client. Client normally feel shy or feel uncomfortable to give information in a group consultation. Client may feel awkward or ashamed to enclose their personal information in a group or in front of family or friends. So again health worker will find it difficult to gather information regarding to health issues they have and it can create difficulties for health worker to give accurate care. 1.3 Identify and analyse two (2) adverse socia-cultural and two (2) socia-economic factors which could cause whakama and affect hauora outcomes for Maori. Adverse socia-cultural factor one For Maori health wellbeing there are four walls of strong house. First one is te taha wairua (spiritual wellbeing), second,te taha hinengaro (mental wellbeing),third, te taha tinana (physical wellbeing), and fourth, te taha whanau (family wellbeing). However some MÄ ori client may find difficulties to express their traditional values or spiritual aspect with people who are unware of their culture. Therefore, they may felt embarrassed to share their thoughts and feeling in front of them. Clients fear that may be misunderstood by others.A Maori client is considered unwell if any of these four foundations are weak. For Maori to be healthy all these foundations should be strong. Adverse socia-cultural factor two Maori so many traditional and spiritual values and food is one of them. Food plays major role in maori socia-cultural activities and it's not only determines physical health but also emotional, psychological and spiritual wellness. Clients who are at health care facilities may feel depressed, or might withdraw themselves because Maori clients believe that their traditional food is total wellness and happiness. As a result client may stop eating food in facilities which can affect their health. health workers should encourage family members and friends to bring traditional foods once a week to make them happy. Adverse socia-economic factor one Education is one of the socia-economic factor that can affect hauora outcomes for Maori client. Clients who does not receive proper education may feel inferior. They may also feel shy/embarrassed to share their feelings, and thought with people fearing been misunderstood. In this situation a client may mentally and emotionally disturbed which will directly affect the health. health workers should encourage clients to share their thoughts and feelings and also family members can support them to decrease the percentage of whakama. Adverse socia-economic factor two Not every client have a same economic status, some are rich and some are poor. Clients who have lower economic status always feel down to themselves and feel depressed to share their thoughts and feeling with health worker, fearing the expenses of the treatment. They may feel embarrassed of their current economic status which will be very hard for health workers to find out what medical problems they facing. Task 2 Determine the implications of identified impacts of whakama on hauora outcomes. 2.1 a). Identify three (3) negative hauora implications of whakama and how they impact on hauora outcomes. b). Identify three (3) positive hauora implications of whakama, and how they impact on hauora outcomes. Negative outcome one (Feeling of inferiority/ lack of education) Many clients who are in health care facilities are not educated or didn't receive proper education. This can lead to whakama for example, they feel depressed or withdraw themselves from others. Emotionally they feel that they are different from others and avoid expressing their thoughts and feeling with caregivers. Negative outcome two (Feeling embarrassment while practicing cultural rituals) Maori clients are very much attached with their traditional and cultural value. So client believe that traditional practice are good for wellbeing and to make them happy. But they feel embarrassed or shy to practice it the facility because of others judgment. Negative outcome three (Withdrawal) Some clients who are unfamiliar with a facilities environment usually withdraw themselves from others. If this happens than they stop interacting with other's and health workers because they feel unease while they stay there. It can affect their health. Positive outcome one (Include whanau in client care plan) To decrease whakama in client healthcare workers should identify there whakama and include whanau in care plan to support client to feel happy and relaxed. For clients holistic wellbeing family and friend's should support healthcare workers to minimize the whakama of their client. Maori are always very attached to their whanau. Positive outcome two Employee MÄ ori staffs in healthcare facilities. Some Maori clients may not be able to speak proper English which can make them feel depressed so the healthcare facilities should employee MÄ ori staffs who can communicate with the client in their own language to know what are their thoughts and feeling. Positive outcome three Clients at healthcare facilities have difficulties with hearing so caregivers should speak softly and slowly with them so that they can understand you better. Always give information to a client before doing any care so that they will be aware of what you going to do.

Florida Adoption Laws and Increased Involvement for Birthfathers Essay

Florida Adoption Laws and Increased Involvement for Birthfathers Since 1972, the issues surrounding the rights of unwed birthfathers have provided America with a highly controversial and morally challenging topic for debate. Prior to 1972, these unwed fathers were given little or no involvement in their child’s adoption proceedings, but because of highly publicized adoption cases in which birthfathers have retained custody of their child many years after their adoption took place, state legislatures have been forced to review their adoption laws regarding birthfathers and create more concrete ones. The laws in Florida regarding birthfathers have changed dramatically over the past several years, with complicating, senseless laws being replaced with more rational and reliable ones. The newest laws, passed in 2003 regarding a Putative father registry provide the most stable and fair support for legal adoption proceedings. According to ABC News, in August of 2002, a law passed concerning Florida birthfather’s rights regarding notification of their child’s placement for adoption. ...

Elvis Presley had a big impact on music in the USA in 1956

1. Elvis Presley had a big impact on music in the USA in 1956. This is shown as the writer compliments Presley and talks very positive about his career. The article illustrates just how successful his career was. It tells us that he sold a vast number of records and that he was a top earner for his record company, RCA. It also tells us he had six hit singles in the company's list of top 25 best selling singles, and compliments Presley by referring to him as a â€Å"winner† and â€Å"amazing†. The writer also displays a sarcastic tone as he refers to Presley as â€Å"HOT AS A $1 PISTOL†. This comment could be taken as a flattering remark, or a slight on Presley's talent. Its insulting aspect would be the fact that the writer could be calling Presley cheap and simple, and like a $1 Pistol after a few good shots would be useless. Another slur on Presley's ability is the fact the writer refers to him as a â€Å"country warbler†, implying that he cannot sing and his words are indistinguishable. This article was written for an American music magazine called â€Å"Billboard†. This shows that Presley must have had some impact as he was popular enough to be featured in magazines and was regarded as a celebrity. This article is a primary source of evidence of Presley's impact from 3rd March 1956. 2. The evidence in Sources C and D disagree with the evidence in Source B, which is very biased. Source B shows you all negative opinions of Presley from several newspapers. Each article describes that Presley has no singing ability and says that he â€Å"caterwauls†, meaning he sounds like a cat wailing. The New York Times goes as far to say that Presley has â€Å"no singing ability†. All refer to his appearance on the Milton Berle Show. These newspaper articles show us the opinions of the establishment, especially that of newspaper columnists. Also, the majority of the newspaper's audience were adults, and many thought that Presley was corrupting their children's minds. Source C disagrees with these opinions, and is an extract from â€Å"Variety†, an American television and radio magazine in June 1956. This extract tells us that Presley's appearance on the Milton Berle Show was most welcomed by the viewing public. It tells us that Milton Berle was both â€Å"relaxed† and â€Å"more effective† when ending his show, showing that he welcomed and enjoyed Presley's appearance. Another argument that shows Source C disagrees with Source B is that it tells us that the â€Å"Milton Berle show topped Phil Silver's Sergeant Bilko in the ratings for the first time all season†. This proves that many people watched Presley in preference to other channels, and his appearance on the Milton Berle show caused it to defeat Sergeant Bilko, which was a very popular show at the time. However, Sources B and C come from two different publications with two different intentions. The newspapers would appeal to adults, and a way of selling more newspapers would be to condemn Presley. Many adults would buy the newspaper if they agreed to its views. â€Å"Variety† would appeal to teenagers as it was a music magazine, and a way that they could earn more profit would be to write about Presley, and be in favour of him. Source D could either agree or disagree with the evidence in Source B. The crowd in this photo both look very excited and all seem to be enjoying themselves on the photograph. Presley does not seem to be in any act of vulgarity, yet you cannot tell, since it is only a still picture. However, it was discovered that Colonel Parker, Presley's manager, paid teenage girls to scream and even faint during Presley's performances, so the credibility of the photograph can be questioned. The only thing that the photograph supports is the statement from Source B in the New York Journal that â€Å"it has caused the most heated reaction† and this is plain to see from the photograph. 3. These sources clearly show the Presley's impact in the 1950s. All of the sources are extremely useful as they highlight the different opinions of Presley from different groups of people. Source E contains three sources that all illustrate the negative impact Presley had. Source E ( i ) is a statement from Congressman Emmanuel Cellar. He claims that Presley's â€Å"animal gyrations violate all I know to be in good taste†. This obviously shows that Cellar did not like Presley. One of the reasons he may make this statement is because he wants to appeal to adults. The simple reason is that he sees the adults as one thing; voters. If he can appeal to the adults and give them what they want, many will support and vote for him, as he is a politician. Racism and prejudice can also be detected in his statement, as he says â€Å"the coloured people†. He refers to them as though they are an object, something lower and less important than he is. He also mention that Rock and Roll provides talent for â€Å"then coloured people†, implying that this is all that they are good for, and have no real place in the American society. Source E ( ii ) is a statement from a member of the Ku Klux Klan. This member says that they have set up a committee to get rid of the â€Å"cannibalistic, negro-loving rock and roller†, obviously referring to Presley. This statement shoes us the views of many racists at the time. He uses the word â€Å"cannibalistic† to describe that they thought Presley was some sort of evil trying to convert teenagers to black music and â€Å"drag them to the same level†. The Ku Klux Klan saw people of other races as some sort of enemy, and anybody who mixed with, or was friends with people from other races were also the enemy. This can account for why the Ku Klux Klan wanted to get rid of Presley. Source E ( iii ) is a statement from Billy Graham, an evangelical preacher. He claimed that he â€Å"would not let his daughter cross the street to see Elvis Presley. His statement can represent the views of the church, and also the views of a father, as he speaks of his daughter. His point of view is that Presley was causing teenagers to sin and that Presley promoted juvenile delinquency. Many teenagers idolised Presley and Reverend Albert Carter claimed that he was â€Å"an evil influence on the youth of our society†, and further claimed Rock and Roll would turn teenagers into â€Å"devil-worshipers†. These statements prove that the Church felt that Presley was an atrocity, corrupting the mind of the country's teenagers. It is interesting to note that two of the sources, ( i ) and ( iii ), come from fairly important people in the establishment. One comment is from a politician and the other from a preacher, both respected people. However, these comments had the exact opposite effect of what was intended. Teenagers saw that these respected people did not like this music, and so bought it all the more. This is because teenagers now saw the music that members of the establishment were condemning as rebellious, and so when they bought this music their feelings of rebellion were increased. The comments of Billy Graham and Congressman Emmanuel Cellar had a backlash effect. Source F is proof of Presley's success and popularity during the mid 1950s. In 1955 all songs in the top five list are ballads with Bill Hayes – The Ballad of Davy Crockett at the top. However, next years results are much different. In 1956, Presley takes up four of the top five single spaces, with Don't Be Cruel/Hound Dog at the top of the chart. This shows just how quickly Presley became popular, in the space of a year, from being a lorry driver he was now one of the country's most famous people. He had become a sensation in one year. In 1957 Presley occupied three of the five top single spaces, and All Shock Up at the top of the charts. His only rival was Pat Boone, dubbed the acceptable face of Rock and Roll. These results heavily contrast with the evidence from Source E and show that the majority of America's society disagreed with their opinions. However, all evidence from Source E is from adults, racists and members of the establishment. His popularity was mainly with t eenagers and it is them that promoted Presley to the top of these charts. Source F shows Presley's sudden impact on America that occurred almost overnight. 4. By 1958, many attitudes had changed towards Presley, especially of those who were against him. One reason he became more acceptable was because his record company, RCA, was toning down his image. They tried to make him more acceptable to the public by stopping his controversial movements during his performances. His songs were also toned down, his earlier work a lot more energetic than his later work. The reason for this was simple enough; it would create a wider audience and a wider audience would equal more profit for RCA. Another factor that led to Presley becoming more acceptable was when he was conscripted to the army in 1958. In the eyes of the public, Presley willingly joined the army to serve for his country. Many people were surprised that Presley did not try to use his money or influence to ‘buy' his way out of service. People now saw him as a true patriotic hero who would serve and die for his country. Those who once disliked him now regarded him as somebody devoted to his country. However, it was only in the public eye that Presley wanted to conscript. It was one of the last things Presley wanted to do, but this image had to be maintained in order for him to gain popularity. RCA most likely convinced him to do it, as he would not do it of his own free will. For a start, Presley's mother was ill at the time of his conscription. This again could work to his advantage as the public saw him joining the army even though his mother was sick. Another thing Presley was worried about was that his popularity may dwindle while he was conscripted. However, RCA worked around this and released singles and merchandise so that he would not be forgotten while he was in the army. Many politicians saw Presley as an advantage now that he had conscripted. They could now use Presley as a form of propaganda. This is because at that time the Cold War, a state of hostility between two countries without any military action, was occurring between the USA and the Soviet-Union. This was because they disagreed on their social ideology, the Soviet-Union in favour of communism and the USA in favour of democracy. Politicians used this event to promote American democracy and the American Dream, saying â€Å"where else could a nobody like Presley become a somebody so quickly†. At the time the country was swept with anti-communist behaviour and hysteria, and many politicians used this to their advantage. Senator McCarthy was one such person. He got rid of many of his political and social enemies by accusing them of being communists, and having affiliations with communism. Many Americans were convinced by McCarthy that they were surrounded by communists who were plotting to undermine the American way of life. 5. I both agree and disagree partially with this statement. Both Presley's impact and success was the result of these two factors. To begin with, his first television appearance was on the Dorsey Brothers Stage Show in 1956, followed by 15 other television appearances in the same year. In 1957, Presley made an appearance on the Milton Berle Show, which Sources B and C relate to. Source B shows us the negative impact Presley had as the New York Times, New York Journal and the Daily News describe Presley as having ‘no singing ability' and giving ‘a display of primitive physical movement† with â€Å"grunt and groan antics†. Source C contradicts these statements. It is an extract from â€Å"Variety†, an American television and radio magazine. It tell us that the â€Å"Milton Berle show topped Phil Silver's Sergeant Bilko in the ratings for the first time all season†. This shows how immensely popular Presley was, as he appeared on television numerous times which just added to his impact in America, whether it was good or bad. Ed Sullivan even stated that â€Å"Elvis was too big not to have on the show†, and he was totally against the idea of Presley appearing on his show. Ed Sullivan, who had declared that Presley was â€Å"not my cup of tea,† bowed to popular pressure and paid him $50,000 for three appearances. This shows the impact Presley had on television in America. Another television appearance that led to his fame and impact was his roles in Hollywood movies. He starred in films such as â€Å"Love Me tender† and â€Å"King Cerole†. These films were often sold out due to their immense popularity, probably not because of Presley's acting talent, just the fact that he starred in it. Many of Presley's fans protested when at the end of â€Å"Love Me Tender†, Presley died, so the end scene was shot again so that he survived. This shows just to what extent producers would go for Presley and his fans, as he had such an impact on television. However, were it not for his singing ability he would not have appeared on television at all, so Presley's musical talent must have also contributed to his impact. Source F shows us just how many people bought his record, so his musical talent must have contributed to his impact. If people only watched him on television for his performances, then why would they go out and buy his music if they did not like it? This must mean that Presley's music must have started Presley's impact. â€Å"Hound Dog† sold 1 million copies in just two weeks after it was released. In fact in 1956 he had four top five singles for that year, and in 1957 he had three top five singles for that year. This source just illustrates how popular Presley's music was on its own. When Presley appeared on television he performed his top songs. Now if nobody was interested in his musical talent, why not just interview him? In 1956 alone Presley sold 12,500,000 singles and 2,750,000 million albums. He sold 1,350,000 copies of â€Å"Heartbreak Hotel†, which was his first gold record. These tremendous figures provide further evidence that his music contributed to his impact. Source A even tells us that â€Å"Presley has six hit singles in the company's hit list of top-25 best sellers†. Presley's musical and television coverage was very important in his career. However, something else caused Presley's impact. Source E shows the political, racist and religious impact that Presley had on society. Source E ( i ) is the statement from Congressman Emmanuel Cellar who says that Rock and Roll should stay with â€Å"the coloured people† but that it is not good enough for the whites. Source E ( ii ) shows the racist reaction of a member of the Ku Klux Klan whose plan is to ‘do away with this cannibalistic, negro-loving rock and roller'. This is a very important impact, no matter how controversial, as it is an impact on a group of people. In Source E ( iii ) the religious reaction is demonstrated when Billy Graham, an evangelical preacher claims he ‘would not let his daughter cross the street to see Elvis'. Another religious reaction is from the Reverend Albert Carter who states â€Å"The effect of rock and roll on young people is to turn them into devil-w orshippers†¦and to stimulate self-expression through sex†¦it is an evil influence on the youth of our society†. This shows us the impact on the religious community. At first the whole idea of Presley was his image of rebelliousness. Although this changed by 1958 when Presley joined the army as shown by source G. This source shows Presley being illustrated as a patriotic hero for his country, and this had a massive impact on both his fans and those who did not like him. He was also made more acceptable as his image was toned down and his songs became much calmer, no longer shouting or brimming with energy, as he had been manufactured by RCA. These points and source of evidence prove my point that it was not just his television appearances or his music that had an impact, but the combination of both of them.

Marketing Management – Toyota

Toyota Motors Marketing Plan for Hybrid Vehicles by geographic location (Europe) 1. 0 Executive Summary The Toyota Motor Company continues to strive to be the global market leader in the automobile manufacturing industry. Over the years, Toyota has managed to remain the leader of this industry through its management structure, fuel efficient vehicle design and competitive pricing based on global market knowledge. Toyota has realized that environmentally conscious products were needed to ensure continued company (and sales) growth in the future.Toyota has been actively reducing its carbon footprint since 1998. Annually, Toyota has been publishing its Environmental and Social Sustainability report in order to enhance disclosure of information regarding environmental actions carried out in conjunction with its corporate activities. Through more efficient and â€Å"cleaner† production lines it has reduced its environmental impact. Toyota also seeks to be the market leader for so c alled â€Å"clean (or green) vehicles† such as Electric Vehicles, Hybrid Vehicles and Plug-In Hybrid Vehicles.This marketing plan will discuss Toyota's strategy with regards to green vehicles, with particular reference to one geographical location, Europe. This Marketing plan will have a closer look at how the European Branch operates within Toyota's global structure and how it reflects Toyota's overall vision of a cleaner, more sustainable future. 1. 1 Vision Toyota realizes that its future lies in the production of environmentally conscious cars. Toyota's vision of a cleaner future revolves around two main points. Firstly, the production of vehicles that have a smaller impact on the environment.Along with â€Å"cleaner† versions of its gasoline powered cars, Toyota believes that the company's success in the present and future lies in its line of Electric, Hybrid and Plug-In Hybrid Vehicles. Through this line of vehicles Toyota will be actively reducing environmental impact by producing cleaner cars for consumers to use. Secondly, Toyota believes that to achieve its goals towards a cleaner future, it must continuously strive to make its production lines even cleaner. In fact, since 2002 Toyota has managed to reduce the energy used or the production of vehicles by 40%, waste products by 50% and water consumption by 70% (Toyota Motors Europe: Sustainability Report 2011). Both of the above points fall under a global philosophy called â€Å"The Toyota Way†. As analysed by Liker (Liker J. , 2004) this holistic philosophy maintains fourteen key principles which Toyota has adopted to give its customers what they want, when they want it, in the most efficient way possible whilst leaving the smallest possible carbon footprint. Toyota also believes that continual growth can be achieved by exceeding its customers' expectations.In fact the Toyota Global website(2012) states â€Å"our attitude is to anticipate and deliver to the needs of those we ser ve† 1. 2 Objectives Toyota's main objectives are stated clearly in its Sustainability Report (2011). The said report outlines a global vision, to be attained by the year 2020. Toyota's new Global Vision 2020 comprises of three main pillars: * Lead the way to the future of mobility, which is our core business. * Commit to quality, innovation, environmental protection and by doing so, make cars that people love. Engage our people's energy and passion to â€Å"Always Find a Better Way† (Toyota Motors Europe: Sustainability Report 2011) 2. 0 Current Market Summary Traditionally, Toyota's primarily focused on the US and Japanese markets. The European market is a fairly new addition to Toyota's Sales portfolio. Although the European market for cars has seen a steady decline in recent years, Toyota currently holds a 4. 2% share of the total car market. In 2011 total sales in Europe amounted to 822,386, 10% of which were Hybrid vehicles. 2. 1 Market NeedsThrough Customer Relati onship Management and market research, Toyota has established a new set of characteristics it's vehicles need to satisfy in order to reach the Global Vision 2020. Toyota has determined it's cars need to be: * Of high quality and reliability thus requiring infrequent maintenance. * Widely affordable, including increased affordability of Hybrid and Plug-in Hybrid vehicles. * Silent in a world which is increasingly aware of noise pollution. * Easy to use, with particular reference to simplified user interfacing on new Hybrid and Plug-in Hybrid vehicles * Clean.Even if in a traditional gasoline engine model emissions need to be kept to an absolute minimum. Whilst identifying the need for â€Å"cleaner† cars, Toyota has also launched the Plug-in Hybrid Electric Vehicle (PHEV) demo project in 18 European countries. This project involves a limited production line of 200 PHEV vehicles which are being road tested by customers in 18 European countries till 2013. So far the project has already increased awareness of PHEV cars and provided crucial data with regards to technical performance and customer satisfaction.This data will be used in the near future to launch a large scale PHEV production line. Toyota realises the importance of its customers time. The increasing use of the internet, especially in the early stages of a purchase, has made the company's website an important asset. Therefore an updated website will all models, colours, specifications and options is of vital importance. 2. 2 Market Growth Despite the afore mentioned drop in car sales in Europe, Toyota has managed to sustain a positive growth within this market. Toyota aims to increase its European market share from 4. % to 4. 5% ( 835,000 vehicles sold) in 2012. In 2011 its Hybrid sales amounted to 10% of the total sales figure. Toyota seeks to increase this to 14% in 2012 and up to as much as 20% in 2013/14 (Reuters: 5th March 2012). To do so, Toyota has re-designed some of its more popular mode ls (Yaris and Auris) and has offered them in both traditional gasoline engines and Hybrid configuration. To further maximise growth in the Hybrid and Plug-In sector, many of Toyota's European distributors have started offering very advantageous finance schemes on these models.This means that a customer no longer needs to go through the bank to purchase a new car. 2. 3 Market Segmentations Toyota's European Market is vastly diverse and requires heavy segmentation. Each market segment requires separate market research, a separate marketing strategy and a separate product offering all together. When segmenting the European market one has to take the following considerations: * Age of the target consumer * Social Standing * Occupation and thus purchasing power * Educational background * Other cultural and socio-economic factorsFor the purposes of this plan we shall conduct a socio-demographic segmentation. Market segments may include : * Young ,trendy people who opt for small, inexpensi ve, cheap to run vehicles. this segment is also very environmentally conscious. * Young adults with higher spending power who opt for small saloon, small SUV's/mini-vans and 4Ãâ€"4 vehicles. This segment is also very environmentally conscious but less so than the young trendy people * Middle aged adults who are better off and can afford higher end vehicles such as large saloons and high end 4Ãâ€"4 vehicles.This segment is less environmentally conscious and therefore less likely to invest in a Hybrid or PHEW vehicle unless these become trendy to own. * Mature adults who are about to retire or have retired from work. This segment looking for comfort and practicality while still maintaining style. Depending on their occupation and ability to save(throughout their career), their spending power will vary. This segment is the least environmentally conscious. Other market segments include small, medium and large business organisations for which Toyota has developed a range of trucks and vans of various sizes and payload capacity. . 4 SWOT Analysis Strengths * Toyota has firmly placed itself as one of the leading car manufacturers in the world and is also steadily gaining ground in Europe. Toyota's reputation for quality and reliability has help to breach and gain a foothold in the European automobile market. * Toyota is on the forefront of cutting edge technology and is the leading manufacturer for Hybrid vehicles in Europe and aims to further increase sales of Hybrids and PHEV in the next 2 years. * The Toyota Way of management continues to advocate efficiency in the production, distribution and sales of Toyota vehicles.Toyota's continues drive towards efficiency has led to a reduction in cost of production/distribution/sales * Toyota's Sustainability Report informs partners, distributors, employees and customers of the company's commitment to a cleaner future. This further reinforces Toyota's Corporate Social Responsibility in the minds of all third parties. * Th e company has a highly skilled workforce * Wide distribution network through clearly marked Toyota stores and other authorised distributors allowing potential customers easy access to the company's vehicles Weaknesses * Toyota's size as an organisation is in itself a weakness.The scale of the company presents different sets of challenges. The decision making process may be slower than in other organisations due to the sheer size of the management structure. * A wide distribution network requires a large workforce dedicated to logistics and distribution which can be quite expensive. * A weakness can also be identified in the supply chain for hybrid vehicles in Europe. Even though hybrid Yaris and Auris models are produced in Britain (and as of April 2012, also in France) almost all of the parts used to make these vehicles have to be imported.This will increase the overall cost per unit, therefore reducing competitiveness. (Reuters 5th March 2012) * Toyota owns and runs 8 manufacturin g plants, 14 parts centres and 9 vehicle logistic centres in Europe. These plants and centres have high fixed costs. With an expected 5% decrease in the demand for cars in Europe, these plants' fixed costs may become a long term burden on Toyota Europe and may decrease profitability. Opportunities * Being on the forefront of hybrid and PHEV technology, Toyota is an ideal position to strengthen its hold on this market segment and increase overall sales in Europe.In fact sales targets for 2013/14 for hybrid vehicles are initially set at 14% and 20% at a later stage. Various governments are imposing lower licensing fees on hybrid vehicles thus providing the perfect incentive for consumers to opt for a Toyota hybrid model * Soaring fuel prices are driving consumers to look for alternative modes of transport. Toyota's hybrid and PHEV vehicles are very fuel efficient thus providing Toyota with the perfect opportunity to increase its market share. * Toyota plans to start manufacturing part s for hybrid and PHEV in Europe once sales reach 150,000 hybrid vehicles per year.At present, these parts are imported from Asia and the US. The production of parts in Europe would bring significant savings in transport and logistical costs which would bring a lower cost per unit and in term allow Toyota to be even more competitive with its prices. This would also put Toyota in a position to offer maintenance services to its customers at a lower price. Threats * In recent years Toyota has had to recall millions of vehicles due to defective brakes, suspensions and accelerator units. Recalls have cost Toyota millions of dollars in the past and they continue to be a costly problem in the present and foreseeable future.Recalls can also have a negative effect on brand equity and effect sales growth in the long term. * New brands could increase competition and erode Toyota's sales. New entrants from Korea, China and India are providing various market offerings, at different levels of qual ity and at increasingly competitive prices. * Soaring fuel prices and raw material prices could have a negative impact on costs of production and distribution therefore further reducing profitability. * Economic factors such as the global recession in the last 3/4 years and the lack of consumer confidence in banking institutions will have a negative effect on sales.In recent years, unemployment rates have risen in Europe making selling expensive commodities, such as cars, even harder. 2. 5 Competition The Automobile industry is in itself a fiercely competitive industry. Even more so in the European market place due to the numerous European car manufacturers. Toyota faces stiff competition from most European car makers as they market and sell the bulk of their products in Europe. Therefore when it comes to purchasing a car, the European consumer has many more product offerings to chose from. Most of the European car makers have developed entire fleets of cars to suite different budge ts, demographics and astes. In Europe, specifications such as miles per gallon, design features and retail price, have become battle grounds for car manufacturers. Toyota also faces a socio-cultural challenge: European car manufacturers take pride in the fact that their cars are designed and built in Europe for Europeans. This, in a way, can prove to be an advantage for brands such as BMW, Mercedes-Benz and Volkswagen. These brands can give the perception of being able to understand the European consumer's needs better than their Asian and American counterparts. Toyota also faces stiff competition from other Asian manufacturers such as Kia, Hyundai and Honda.These manufacturers have also realised the importance of maximising fuel efficiency (with particular emphasis to small urban/city cars). Asia manufacturers have also been able to compete when it comes to retail price. Labour is relatively cheap in certain parts of Asia, thus allowing Asian manufacturers to keep costs of producti on low and passing on the savings to its customers. Competition has also risen due to new entrants into the European market. American giant General Motors launched Chevrolet Europe in 2005. Chevrolet have redesigned product offerings and created new product offerings to suit the European market.