Starbucks

Introduction Background After the post World War II trends of doing business have been changed. There are changes inside and outside businesses, and this is because businesses have started to identify and face serious challenges. Business environments are changed as the scope of the environment is expanding rapidly (Ferrell Hartline, 2010).Advertising We will write a custom case study sample on Starbucks – Marketing Management Perspective specifically for you for only $16.05 $11/page Learn More Presently, organizations have recognized marketing as an important business function. To survive the challenges of globalization, diversified customer needs, modernized market trends, and international competition organizations admire the concepts of marketing management. The purpose of this study is to assess and evaluate marketing principles in light of modern business challenges. The direction of this study is to apply the concepts in perspective of a practically existing company Starbucks. This is to construct a bridge between theoretical models and practical application of diversified marketing tools (Kotler Keller, 2012). Starbucks, a global chain of coffee shops and stores that has achieved a long way in the international business, is going to be part of the assessment in this report. This is to demonstrate of how a globalized company works on marketing tools and utilizes each tool to build its place in the international market (Starbucks, 2011). Literature Review In recent times, where businesses are most diversified marketing has received multiple definitions. The experts define it as a social and managerial tool. According to Kotler, â€Å"Marketing is a process of exchanging values. It is a process by which individuals and groups obtain of what they want and need by creating and exchanging values. It is a method of action to build and maintain relationships with the target audiences† (Kotler Keller, 2012).  Ald erson’s research has played a significant role in extending the above explanation by Kotler. Alderson along with Bagozzi have described five conditions of exchange (Lamb et al., 2011). â€Å"They explained that there must be at least two parties; each party has a value for each other, both parties are opened for communication, each party is free to accept or reject the offer, and each party believes in the relationship with each other† (Lamb et al., 2011). These are the five Alderson’s conditions, which are important to prolong the exchange process described by Kotler in his definition.Advertising Looking for case study on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More The literature highlights such conditions as updated version of general theory of marketing, which fundamentally talks about the exchange process and parties’ relationship (Lamb et al., 2011).  In all such definitions, marketi ng is not just limited to promotion, advertisement or sales, but it is a continuous exercising process that corresponds to the provision of goods and services. Building up of trust, value, and recognition of commodities lies in the scope of marketing as a business function. Hence, marketing is a business oriented and customer driven activity, which never ends until both domains get satisfied (Lamb et al., 2011).  According to Kotler and Armstrong, marketing is a business function that makes up the modern marketing system. The system constitutes of multiple elements in which a business performs its marketing activity (Ferrell Hartline, 2010). The experts have suggested that in the modern marketing system there are four major segments. The segments include suppliers, competitors, marketing intermediaries, and end users respectively. In this system, end users are the target audience while suppliers, competitors, and marketing intermediaries are the manageable segments. To meet needs and wants of the end users companies search for their competitive advantages in all respective areas (Riaz Tanveer, 2012). This is to generate value among customers and competition for the rivals in order to dominate the market system. In experts’ opinion, the spectrum of marketing is broad as it includes the entire chain from where a business process starts. Consumers, competitors, and suppliers all are part of the system and have to be included in a marketing function and operation (Kotler Keller, 2012).  Based on the proposed market environment, there are different factors that affect such environment. According to Donovan and Henley, there are precisely external factors that affect the marketing environment. The factors include political, economical, social, technological, legal, and environmental, which are influential and should be part of the assessment (Ferrell Hartline, 2010).  To address such influential factors enterprises work on strong marketing strategie s (Ferrell Hartline, 2010, pp. 101). These include strategies based on marketing principles, concepts, theories, and models, which analyze external business environments and address them deliberately and comprehensively (Ferrell Hartline, 2010). According to the Alberdeen Group Boston (a research firm), enterprises which scan external environments are able to increase 26% of their return on investment. This is because such firms are well aware of their environments helps them construct viable marketing strategies (Lamb et al., 2011, pp. 103). So, analysis of the environment is necessary; it is an important part of the marketing process as it leads a business to decide its marketing campaign and strategy (Lamb et al., 2011).Advertising We will write a custom case study sample on Starbucks – Marketing Management Perspective specifically for you for only $16.05 $11/page Learn More For analyzing, scanning and examining the market environment, marke ting as a function offers different analytical tools and models. The modern literature highlights the importance of such analytical tools, especially, market segmentation which assesses extended market environments (Kotler Keller, 2012). According to Kotler, market segmentation is a complete scanning package. This strategic tool permits division of the market in different segments so specific marketing campaign can be developed. According to Doyle (1995), hyper competitions and growing challenges of economies have brought firms to market segmentation. It is a tool that highlights each and every thing of the market including customers, their behaviors and their changing product needs and wants. Grouping customers with respect to their needs and demographics all becomes possible by applying market segmentation (Ferrell Hartline, 2010).  According to the modern marketing literature, consumers are the target audience for any business and strategists use analytical tools just to anal yze their situation and response. Analyzing consumer behavior is very important for businesses especially for those, which operate in highly competitive environment (Ferrell Hartline, 2010). According to Berry and Kunkel, understanding customers need by assessing their preferences, perceptions, and behaviors is viably important for businesses. Without knowing of what consumers want and what they prefer, businesses cannot produce highly competitive goods (Foxall, 2001). This requires an assessment of consumer psychology, which can be done by assessing consumer behavioral models and theories. According to Utility Theory, consumers are natural interpreters; they judge products and services on the basis of the benefit they are going to retrieve. Similarly, consumers look after their self interest and this is the rationale they set for buying goods and services (Bray, 2008). According to Foxall (2001), consumers have different approaches on decisions. Some consumers are economic, psycho dynamic or cognitive due to which their buying preferences change and become diversified. This is a challenge, which modern marketers face, especially, when they are dealing with large population of customers and the continuously changing market trends (Bray, 2008). According to the modern literature, SWOT model is one technique that can be used for effective market analysis. SWOT model is a combination of internal and external factors analysis (Karppi et al., 2001). It includes analytical components of strengths, weaknesses, opportunities, and threats that indicate the position of a business in any new market place.Advertising Looking for case study on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More In several empirical evidences, SWOT model provides a basis of business expansion (Karppi et al., 2001). It provides the stance and position to intrude into a new market system. According to Karppi study (2001), organizations use SWOT model to assess market segments. They use it to interpret market scenario, dimensions and the conditions in which they can bring the entire benefit (Karppi et al., 2001). Once the analysis gets completed, the next phase of marketing is formulizing strategies. One of the strategies includes the marketing mix model proposed by Neil Borden. As per Borden’s explanation, marketing mix is an extensive marketing strategy (Riaz Tanveer, 2012). It is a strategy that helps to sustain business products and services for a large aspect of time. Borden’s marketing mix model got an extension from Kotler, Armstrong, and Saunders who described it as a submerging marketing tool. According to Kotler and Saunders (2008), marketing mix is a set of controllab le submerging tools, which are used to generate response in a respective target market. These submerging tools are the 4Ps (product, price, place and promotion) which are controllable, adjustable, and can be redesigned according to the situation of the market (Riaz Tanveer, 2012). Marketing itself can be performed online or offline depending upon the nature of the business and the scope in which customers of a business lie. As per the modern literature, enterprises have adapted methods of online marketing. This is because of the increasing number of digital customers who require digital modes of marketing to get attracted and anticipated (Ferrell Hartline, 2010). In modern academics, e-marketing is viewed as a modern business practice. The literature describes e-marketing as a digital mode of marketing to promote ideas, information, goods, and services. According to Strauss and Frost (2001), e-marketing â€Å"is a use of electronic data and applications for planning and executing the conception, distribution and pricing of ideas, goods and services. This is to create exchanges, which are satisfactory for organizational and individual goals† (Gohary, 2010, pp. 216). Further literature highlights communication as an important function of marketing. It includes the model of marketing communication mix, which integrates the mix of advertisement, sales promotion, public relations, and direct marketing for customer response feedback and communication (Ferrell Hartline, 2010). Analysis – Starbucks Marketing Management Perspective Company Overview Starbucks was initially a small business enterprise – a company started off with a base store in Seattle Pike Place Market (1971). As time evolved the company pioneered bean coffee, tea, and spice selling, and it became one of the leading multinational companies. Today, the company has a established name, image, and repute in more than 50 countries across the world. Presently, the company is looking for expansion for which it has chosen Dubai coffee market as a new way forward (Starbucks, 2011).  Dubai is a recent target market of Starbucks, which is an open market with great opportunities for expansion and investment. The strategists have devised strong marketing plans for the company, which are going to be applied for marketing the company in Dubai. The analysis performed in this report will evaluate Starbucks’ approach to the UAE market. It is to assess how the company evolved with the market risk, challenges, and opportunities (Starbucks, 2011). Dubai Market- Segmentation (Strategic Options) For approaching Dubai market, Starbucks will first have to understand the market situation. Dubai is a busy place, which invites people from all around the world mostly Europe and Central Asia. Most of the people in Dubai are work oriented as vast majority of individuals come to Dubai either for jobs or doing business. In such busy place, there is a huge demand of coffee and te a. People working in white collar jobs prefer to have coffee at least once or twice a day (Euromonitor, 2012).  In the last three years, coffee and tea consumption has increased to a great level in Dubai. There is an increase in the consumption of coffee and tea by 85%. Individuals from all age groups (young and adult), genders (male and female) and cultures (multiple ethnicities) admire coffees in Dubai, which shows that it is a diversified coffee market that requires an extensive marketing approach from Starbucks (Euromonitor, 2012). Among strategic options there are different factors to be considered by managers. The target audience / population (valuable-compensable), blend of products (product mix), and the pricing mix are important strategic options for Starbucks’ managers. In Dubai’s perspective, the target audience should be both adult and young, office workers, students, and tourists respectively. The product mix should include both cappuccino and espresso a long with bakery products like muffin, pan cakes, and cookies, which are specialties of Starbucks. Similarly, the price should be with respect to Dubai market, which is extensively low and highly competitive (Euromonitor, 2012). Market Analysis In recent times, Dubai is projecting an extensive amount of growth in the Coffee retail sector. According to Euromonitor International, this market has shown the fastest growth rate of coffee by volume and revenues. As per annual projections, total coffee volume of sales will grow by 80% from 2009 to 2014, which is a great sign for new coffee brands of the region (Euromonitor, 2012). Presently, there are numerous international coffee brands, which are operational in UAE. They are selling bulks of coffee just to promote the coffee chain culture and tradition. This culture is precise in UAE where several international brands like Costa Coffee, Coffee bean and Tea Leaf, Barista, Blenz, and Starbucks are working to establish the trend. As per the Euromonitor’s report, brands are about to receive a heavy population of customers in the coming days. This recognizes a great opportunity and prospects for upcoming brands in the region (Euromonitor, 2012).  The market is demanding low cost producers. Dubai, which is the hub of Coffee making, cannot accept high cost producers. The trend is there for coffee making and hence, it does not allow high cost producers to survive or sustain. In this case, Starbucks will have to work on price cuttings. A deliberate cheap price offer will work out in Dubai and its large low price setting (Euromonitor, 2012). Marketing Mix and Extended Product Life Cycle As per the literature, marketing mix is a significant technique of marketing. It is a method that applies to communicating brand’s products and services to the respective target audience of the market. Dubai, which holds a cross-cultural setting, may require an effective marketing mix strategy. A strategy that can communicate Starbucks’ products to Dubai market will be the one that can carry the cross-cultural segment (Morgenstern, 2010). Considering people of all age groups, genders, and cultures will devise a strong marketing mix strategy. It should be precise with covering all customers’ population, their preferences and behaviors. This will align Starbucks products and services with customers’ perception and expectation, which will effectively extend the product life cycles of Starbucks in the region (Morgenstern, 2010). Product On the very first, Starbucks should offer Cappuccino and Espresso. These are strengths of the company and can hit as a success in the diversified cross cultural system of Dubai. The Italian Style Espresso with milked steamed topping and Cappuccino with Latte will definitely work out for customers. In the selection of premium teas, which are supplementary products of Starbucks, the company can offer lemonades and iced tea. This will bring a unique and valu able package for customers as they will find a blend of coffee, tea, and beverages all in Starbucks offerings (Morgenstern, 2010).  Excluding trademarks or specialties (Cappuccino-Espresso) never works out in marketing especially when a company (Starbucks) has to capture a diversified cross-cultural market â€Å"Dubai† (Morgenstern, 2010). Price In Dubai, where there are loads of coffee shops at each corner would hate to pay more than $3 for a coffee or tea. In this low price scenario, Starbucks will have to cut its prices which are perceivably high at other parts of the world. The popular $ 1.50 brewed coffee and $2 Cappuccino and Espresso of Starbucks will work out in this manner. Meanwhile, in labor and cost-intensive goods like coffee beans, dairy and raw materials the company can raise its prices which are generally raised by other producers as well (Morgenstern, 2010). Place Dubai being a place of travelers projects different places of marketing and placement. Starbuc ks as an intruder of Dubai market can pick the most popular places of the region. Opening convenience stores at Burj Dubai Boulevard, Marina, Oud Mina, Uptown Mirdiff, or 21st Century Tower on Sheikh Zayed Road will allow distinctive promotion of Starbucks in the region. Apart from targeting popular places, the company can access hotels, shopping malls, and city towers for direct marketing and promotion (Morgenstern, 2010). Promotion Being an internationally recognized company, Starbucks can subject to both modes of marketing (offline and online). In Dubai, where there is a huge population of customers Starbucks can acquire My Starbuck Website, which is already in place and is used by Starbucks administrators all around the world. Apart from all, there are different media gates like newspapers, magazines, and billboard advertisements, which can be utilized for offline marketing and promotion (Morgenstern, 2010). In strategizing promotional campaigns for Dubai, Starbucks administrato rs can also utilize channel management. It is an activity that maintains company status by developing interaction between customers and the company. By spreading network channels such as text messaging, internet, retail stores or franchises, Starbucks can develop interface communication which is viably important for promotion and advertisement (Morgenstern, 2010). Understanding Buyer’s Behavior Dubai is a diversified consumer market. People from different ethnicities and cultures come across to adjust in Dubai. All ethnicities such as European, Pakistani, Indian, Thai, Filipino, Syrian and Indonesian are found in Dubai and this situation diversifies buying range, needs, and behaviors of Dubai’s food customers (International Markets Bureau, 2010). Coffee is an important segment of the food. It is the most demanded food item in the region. In such diversified behavioral system, Starbucks will have to come up with a differentiated product range. A range which suits all cu stomers’ perceptions and behaviors will be the successive one in the region. Hence, a right product mix for Starbucks includes Cappuccino, Espresso, premium teas, and beverages. Such scheme will prolong and be well suited if offered with a sustainable pricing mix campaign (competitively low) (International Markets Bureau, 2010). Marketing Communication Mix Analysis Starbucks has been quite successful in its integrated marketing approach. The approach carries direct marketing, advertisement, sales promotion, and public relations at one row of application. The same integrated approach of Starbucks should be adopted in UAE as there is a need of multi cultural market interaction, which can be worked out via Starbucks integrated marketing communication (Sargent, 2012). SWOT Analysis According to the literature review, SWOT analysis is viably important for businesses. It is most decisive model as it uncovers company’s (Starbucks) real position to step into a new market place (Dubai). Strengths In UAE, the real strength for Starbucks is its image. In past, the company has been recognized for its quality products and services, which have made its name in the international business market. By maintaining conventional SOPs and brand image, Starbucks will have a full fledge chance to excel in Dubai’s market. These are fundamental strengths that should be sustained in the new market segment (Starbucks, 2011). Apart from brand image, Starbucks has competitive advantage in view of employee wages. The company pays above than the market level, which adds to the strength and repute of the company. Furthermore, access to high quality resources allows the company to hold its strength in quality coffee manufacturing and services (Starbucks, 2011). Weaknesses In conventional appearance, Starbucks lacks in low price market. Its brand image and repute makes its products relatively expensive in the market. This definitely is not going to favor Starbucks in Dubai where there are low price seeking customers who look for the cheapest coffee goods and services. Additionally, customers do not spend much time in gauging coffee bags or tea bags. They simply buy coffee, which is cheap and liked by the market. Hence, Starbucks products, which are traditionally high in price will have to be lowered in respect of Dubai’s low price market which demands for low price goods and services (Starbucks, 2011). Opportunities The recent rise of Dubai’s coffee retail market indicates that Starbucks has viable opportunities in the region. The place is a â€Å"Coffee Hub† which offers permanent doors to new brands and investors in the region. By asserting partnerships and mergers Starbucks can join the profitable region of UAE – Dubai. This may require experts’ opinion on how the investment can be made, planted, and organized (Starbucks, 2011). Threats Among all threats facing the company, one major threat is market entry by new rivalries. Many coffee brands are making ways in Dubai’s market, which is definitely a risk factor for Starbucks in Dubai. Apart from new entrants there are established rivalries such as Costa Coffee, Coffee bean, Tea Leaf, Barista, and Blenz, which are further threats for Starbucks and its products (Morgenstern, 2010). The risk is great but it can be minimized if managed through product differentiation, marketing mix, and pricing mix models. These are fundamentals of risk management essentially required by a company like Starbucks to proceed into large market segment – Dubai (Euromonitor, 2012). Conclusion and Recommendations Upon analyzing the literature and Starbucks case study, it can be concluded that marketing tools are highly significant for a business. When a company expands or plans to enter a new market place, it requires extensive marketing tools to analyze the new market system and situation. Market environments with have high competition, high risk, and si gnificantly cross-cultural setting may require extensive marketing tools for market orientation. This is what has been identified in Starbucks’ case study, which implies adaptation of marketing tools and operations. Models such as SWOT analysis, marketing mix model, marketing communication, and channel management are decisively recommended. Such models are important parts of a strategy and they should be utilized by businesses to formulize their effective marketing campaign. The same has been identified in Starbucks’ case where the company applied marketing models to expand into a new market region of Dubai. It used models of SWOT, marketing mix, pricing, and differentiation to intrude into the new market place effectively, and progressively. Hence, marketing models identified in the literature and in the Starbucks case study are highly recommended and suggested. List of References Bray, J. 2008, Consumer Behavior Theory: Approaches and Models, Research Report, Bournem outh University Publications: Dublin. Euromonitor 2012, Coffee in the United Arab Emirates. Web. Ferrell, O Hartline, M 2010, Marketing Strategy, Cengage Learning: Mason. Foxall, G 2001, Foundations of Consumer Behavior Analysis, Research Report, Sage: London. Gohary H 2010, E-Marketing- A Literature Review From a Small Business Perspective, International Journal of Business and Social Science,1, pp.215-44. International Markets Bureau 2010, The United Arab Emirates Consumer Behaviour, Attitudes and Perceptions Toward Food Products, Research Report. AAFC Canada: Ottawa. Karppi, I, Kokkonen, M, Smith, K 2001, SWOT analysis as a basis for regional strategies, Research Report, Nordregio: Stockholm. Kotler, P Keller, K 2012, Marketing Management, Pearson Education: New Jersey. Lamb, C, Hair, J McDaniel, C 2011, Essentials of Marketing, Cengage Learning: Mason. Morgenstern, K 2010, Marketing Mix of Starbucks, GRIN Verlag: Munich. Riaz, W Tanveer, A 2012, Marketing Mix, Not Branding, Asian Journal of Business and Management Sciences, 1, pp.43-52. Sargent, C 2012, Ten Most Intriguing, Research Report, National Resources Council of Maine: Augusta. Starbucks 2011, Company Profile, Company Document, Starbucks Coffee Company: Seattle. This case study on Starbucks – Marketing Management Perspective was written and submitted by user Elliott Tran to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here. Starbucks Blonde Roasted Light Coffee For many years, Starbucks spent its time brewing black coffee to its consumers. The company promoted dark roasted coffee with rich and highly caffeinated taste than other coffee varieties found in retail stores, which consumers had become accustomed.Advertising We will write a custom essay sample on Starbucks specifically for you for only $16.05 $11/page Learn More The company has been promoting black coffee for many years, but a significant number of â€Å"coffee consumers (nearly 40 percent) insisted that they preferred lightly roasted coffee† (Satran 1). Starbucks noted that most of these coffee consumers were coffee connoisseurs who had experiences with coffee for many years. This implies that this segment of coffee consumers consisted of opinion leaders, who could possibly influence other coffee consumers. They also held the view that dark roasted coffee lost its flavor during roasting (Satran 1). The company hoped that by introducing its Blonde Roast, it would gain a significant market share with a potential of over one billion USD in revenues (Satran 1). When Starbucks introduced the Blonde Roast coffee, it was targeting a segment of coffee consumers who did not prefer dark roasted coffee. Berfield noted that Starbucks executives believed that there were â€Å"more than 40 percent of coffee drinkers in the US, or some 54 million potential customers, who preferred a mild roast coffee† (Berfield 1). The company believed that this segment of coffee consumers did not prefer the original black roasted coffee of Starbucks. Obviously, this was a strategy to fight for the market share and increase competition for customers, who took their light roasted coffee at Dunkin’ Donuts and McDonald’s. Starbucks has promoted its new Blonde Roast coffee through various ways. First, the company encouraged coffee consumers to taste its Blonde Roast coffee by â€Å"offering free samples in several venues for a limited time† (Satran 1). This free offer consisted of the new Vanilla Blonde Roast coffee too. Second, Starbucks used social media, Facebook to promote its new brand.Advertising Looking for essay on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More It offered, a free â€Å"tall cups of Blonde and Vanilla Blonde coffee via a new Facebook app for the purchase of eGifts† (Satran 1). Customers had to sign up for the app and get an electronic coupon, which they would then redeem for a free cup of the new Blonde Coffee. Finally, the company opened strategic pop-up stores in â€Å"Boston, New York, Washington D.C., Philadelphia, Chicago, and Dallas that offered free cups of Blonde and Vanilla Blonde coffee, together with coupons for a dollar of packaged beans of the two varieties† (Satran 1). A Price Premium Coffee Shop Starbucks continues to dominate the retail coffee business with relati vely premium prices yet its coffee products are almost like other coffee products from competitors. The company is a high-priced coffee retail outlet because it offers value, quality, and authority in the retail coffee market. Over the years, Starbucks has managed to differentiate itself from other coffee shops. Customers can easily note the differences in terms of coffee shop design, music, coffee machine, and Wi-Fi among others. The company uses latest technologies to promote its products and maintain premium prices (O’Farrell 1). The company started with black roasted coffee and positioned itself as the leader and authority in coffee retailing. This strategy has allowed Starbucks to charge its coffee at premium prices relative to competitors. On this note, when the company introduces a new coffee product at relatively higher prices, coffee consumers are willing to pay premium prices because they relate Starbucks coffee with quality and as the best coffee brand in the marke t. Starbucks believes in high value at slightly high prices. This makes consumers to believe that they receive quality products at Starbucks than at other coffee shops. The company maintains quality processes throughout its supply chain. Moreover, customer service has touted Starbucks as the best coffee shop. These realizations make Starbucks to maintain high prices.Advertising We will write a custom essay sample on Starbucks specifically for you for only $16.05 $11/page Learn More Finally, Starbucks uses a pricing strategy based on relative value. The company provides premium coffee products, as well as low-end coffee products. Although many customers would prefer low priced coffee products, the company believes that highly priced coffee products have distinct advantages in terms of quality relative to other products in the market. Starbucks’ growth strategy in India Coffee consumption in India has surged significantly. India is a part of the BR IC countries (Brazil, Russia, India, and China) with high growth potential for Starbucks (Loeb 1). This is a long-term growth strategy of Starbucks in emerging economies where it hopes to take the advantage of the huge growing middle class (Allison 1). However, Starbucks’ entry into India had its challenges. First, the company took into account the local taste of Indian coffee consumers. Starbucks had to localize its coffee to account for local tastes, which no Western brand has been able to escape† (Parameswran 1). For instance, when McDonald’s and Taco Bell entered India, they had to adapt some of their menus to account for the local market. In fact, they also adjusted prices downwards considerably. In addition, many coffee outlets in India also offer food items alongside coffee in order to draw traffic. On this note, the company has customized its coffee products, practices, and adjusted its prices to meet prevailing Indian market conditions and introduce some tea products (Allison 1). Starbuck did not face fierce competition in India as expected. In fact, long-term coffee retailers, such as Cafe Coffee Day and Costa Coffee, had to rethinking their strategies. However, these competitors believe that coffee market in India is huge and has high potential to grow. Starbuck had to improve on socialization and strategize the coffee shop as a meeting place. The company exploited its high quality products, excellent customer service, relaxed ambiance, and other competitive advantages to attract many coffee consumers. Indian culture is not about materialism or consumerism, which is common in the US and other western countries (Allison 1). Starbuck realized that it could not transform that culture. Hence, the company introduced lower prices as a â€Å"part of a long-term plan to operate stores beyond a handful of the major urban area† (Allison 1). This also gave the company an advantage to overcome high price fears among its potential cust omers.Advertising Looking for essay on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Happy employees at Starbucks actually lead to greater sales Since its inception, Starbucks management has focused on making its employees happy by paying higher wages than others have paid and providing benefits, which employees cannot find in other coffee shops or retail stores. This was a strategy of attracting well-educated employees, who could communicate the company’s passion for coffee to its customers (Hartley 29). Starbucks has used this concept to create happy employees who love their jobs and would like to grow with the company as Jinlong Wang, the President of Starbucks, Asia-Pacific notes (Veach 1). In turn, these employees communicate the company’s passion for coffee through superior customer service. Hence, Starbucks has managed to keep loyal consumers who generate high volumes of sales. Works Cited Allison, Melissa. Starbucks brews following in India where tea is supreme.  2013. Web. Berfield, Susan. No Jokes, Please: Starbucks Says Blonde Is Catching On.  2013. Web. Hartley, Bob. Management Mistakes and Successes, 10th Ed. New York: Wiley, 2011. Print. Loeb, Walter. Starbucks: Global Coffee Giant Has New Growth Plans.  2013. Web. O’Farrell, Renee. Starbucks Pricing Strategy.  Web. Parameswran, Prashanth. India is Starbucks’ cup of tea.  2011. Web. Satran, Joe. Free Starbucks Blonde Samples Aim To Sway Light-Roast Coffee Drinkers.  2013. Web. Veach, Emily. Good Brew: Happy Employees, Local Flair.  2012. Web. This essay on Starbucks was written and submitted by user Kayson Reed to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.

Sand - Terminology, Composition, Shape, and More

Sand - Terminology, Composition, Shape, and More Sand is everywhere; in fact sand is the very symbol of ubiquity. Lets learn a little more about sand. Sand Terminology Technically, sand is merely a size category. Sand is particulate matter thats larger than silt and smaller than gravel. Different specialists set different limits for sand: Engineers call sand anything between 0.074 and 2 millimeter, or between a U.S. standard #200 sieve and a #10 sieve.Soil scientists classify grains between 0.05 and 2 mm as sand, or between sieves #270 and #10.Sedimentologists put sand between 0.062 mm (1/16 mm) and 2 mm on the Wentworth scale, or 4 to –1 units on the phi scale, or between seives #230 and #10. In some other nations a metric definition is used instead, between 0.1 and 1 mm. In the field, unless you carry a comparator with you to check against a printed grid, sand is anything big enough to feel between the fingers and smaller than a matchhead. From a geological viewpoint, sand is anything small enough to be carried by the wind but big enough that it doesnt stay in the air, roughly 0.06 to 1.5 millimeters. It indicates a vigorous environment. Sand Composition and Shape Most sand is made of quartz or its microcrystalline cousin chalcedony, because that common mineral is resistant to weathering. The farther from its source rock a sand is, the closer it is to pure quartz. But many dirty sands contain feldspar grains, tiny bits of rock (lithics), or dark minerals like ilmenite and magnetite. In a few places, black basalt lava breaks down into black sand, which is almost pure lithics. In even fewer places, green olivine is concentrated to form green sand beaches. The famous White Sands of New Mexico are made of gypsum, eroded from large deposits in the area. And the white sands of many tropical islands are a calcite sand formed from coral fragments or from tiny skeletons of planktonic sea life. The look of a sand grain under the magnifier can tell you something about it. Sharp, clear sand grains are freshly broken and have not been carried far from their rock source. Rounded, frosted grains have been scrubbed long and gently, or perhaps recycled from older sandstones. All of these attributes are the delight of sand collectors around the world. Easy to collect and display (a little glass vial is all you need) and easy to trade with others, sand makes a great hobby. Sand Landforms Another thing that matters to geologists is what the sand makes- dunes, sandbars, beaches. Dunes are found on Mars and Venus as well as Earth. Wind builds them and sweeps them across the landscape, moving a meter or two per year. They are eolian landforms, formed by air movement. Have a look at a desert dune field. Beaches and riverbeds are not always sandy, but those that are have a variety of different landforms built of sand: bars and spits and ripples. My favorite of these is the tombolo. Sand Sounds Sand also makes music. I dont mean the squeaking that beach sand sometimes does when you walk on it, but the humming, booming or roaring sounds that large desert dunes produce when sand tumbles down their sides. Sounding sand, as the geologist calls it, accounts for some eerie legends of the deep desert. The loudest singing dunes are in western China at Mingshashan, although there are American sites like the Kelso Dunes in the Mojave Desert, where I have made a dune sing. You can hear sound files of singing sand at Caltechs Booming Sand Dunes research group site. Scientists from this group claim to have solved the mystery in an August 2007 paper in Geophysical Review Letters. But surely they have not explained away its wonder. The Beauty and Sport of Sand Thats enough about the geology of sand, because the more I poke around the Web the more I feel like getting out to the desert, or the river, or the beach. Geo-photographers love dunes. But there are other ways to love dunes besides looking at them. Sandboarders are a hardy bunch of people who treat dunes like big waves. I cant imagine this sport growing into a big-money thing like skiing- for one thing, the lift lines would have to be moved every year- but it does have its own journal, Sandboard Magazine. And when youve perused a few articles, you may come to give sandboarders more respect than the sand miners, offroaders and 4WD drivers who threaten their beloved dunes. And how could I ignore the simple, universal joy of just playing with sand? Kids do it by nature, and a few continue to be sand sculptors after they grow up, like the Earth artist Jim Denevan. Another group of pros on the world circuit of sand-castle contests build the palaces shown at Sand World. The village of Nima, Japan, may be the place that takes sand the most seriously. It hosts a Sand Museum. Among other things there is, not an hourglass, but a yearglass . . . The townspeople gather on New Years Eve and turn it over. PS: The next grade of sediment, in terms of fineness, is silt. Deposits of silt have their own special name: loess. See the Sediment and Soil list for more links about the subject.

Marketing Strategies and Techniques by Coca Cola Assignment

Marketing Strategies and Techniques by Coca Cola - Assignment Example The organization has been effectively successful over the last 100 years. The organization has become an icon of global culture. The organization believes in partnership business with several bottles around the globe. The organization has generated revenue of more than 35 billion US dollar in the year 2010. Moreover, the organization has achieved a net income of almost 12 billion US dollar in the same year. These are a quite impressive number. Presently the organization is operating in more than 200 countries (Vpcomn, 2008, p.2). Moreover, during this point of time near about 139,600 employees are working under the payroll of Coca-Cola (Vrontis, 2003, p.2). The leading global organizations are trying to capitalize on the opportunities that have been created due to globalization. After the Second World War, the concept of globalization has evolved dramatically around the globe. Coca-Cola is one of those organizations who has effectively capitalized on those opportunities. The brand na me is hugely popular in more than 200 countries. Current UK soft drink market has become competitive enough. Several potential organizations within the industry including Coca-Cola are competing within this competitive UK market. Due to the high-calorie issue, recently the consumers are trying to consume fruit flavor juice or low-calorie soft drinks (Pitt, 1999, p.1). PepsiCo the only potential competitor of Coca-Cola is creating several challenges for the organization by introducing several product lines. The current market trend, huge competition and matured sift drink UK market has to make Coca-Cola busy to perform its business activities in the UK market (Wmich, 2012, p.1). Mission, Direction, and objectives Coca-Cola is one of the leading soft drink manufacturing companies. Their business values and activities reflected in their mission statement. Mission The organization used to do business practices according to their mission statement which is: The products will refresh the world....in mind, spirit, and body. The organization will inspire optimism moments......through products, actions, and brands. The organization will create huge value and will create the difference...wherever they are involved (Svendsen, 2013, p.4). Direction and Objective Segment The major business objective of Coca-Cola is to expand its diet coke range with the inclusion of several healthy elements. Moreover, the organization is trying to achieve an impressive market share by entering in UK fruit drink segment. The organization already has started to execute the required strategies in several parts of the globe. But due to huge market saturation in the UK, the organization is planning to enter the fruit drink market by monitoring all the strategies and current market trend (Jones, 2010, p.9).  Ã‚  

Welcome to the World of Sony- Unless the Yen Keeps Rising Essay

Welcome to the World of Sony- Unless the Yen Keeps Rising - Essay Example It is also crucial to note that most of Sony’s customers are in the US and Europe and, therefore, making the products in these regions would save the Sony Company a lot in terms of saving on export rates. Welcome to the World of Sony- Unless the Yen Keeps Rising Contraction of the economy causes a lot of financial downfalls in many countries. Japan and the United States of America are not independent. The contraction of the economy made currencies fall, and some of the products became too expensive. The living standards become too expensive for the normal person to survive, thus† luxuries† such as televisions, mobile phones and play station games are not a priority to many. When there was the financial crisis, Japan’s business Sony got into problems. With the fall in the financial market, there was less demand because of the products were too expensive. This, in turn, led to a fall in the company’s profits. With the Japanese Yen extraordinarily strong, the export price was remarkably high and the products were too expensive. There was also a reduction in the demand of the goods. This is because of the high prices set by the company to make a profit. This made a substantial reduction in the sales, and there was a considerable drop in the export earnings. With the dollar being weak, commodities in every part of the world become quite expensive. The money got from Sony in the United States was tremendously reduced. When the dollar becomes weak, other currencies become stronger making it difficult for exporters to export because of the high export rates. This in turn makes exports less competitive, so, people would rather go for local products that are cheap.

Banner depicts earthly life Essay Example for Free

Banner depicts earthly life Essay Artifacts which are found in burial shrines and in tombs are often rich with cultural and religious imagery. Not only are the types of artifacts which are selected to be enshrined within a given tomb of significance for inferring historical and cultural information, but the aesthetics evident in the individual items themselves can be studied in order to discover important cultural, religious, and historical information. Such is certainly the case regarding the silk funeral banner known as the name banner which was uncovered as part of the Mawangdui tomb of the Marquisite. This banner, which is shaped like a T depicts a Chinese astrological configuration of the cosmos (including the afterlife) which can be understood as being current in the Han Dynasty. The top of the T section of the banner shows heaven while the middle section of the banner depicts earthly life. One interesting aspect of the sectional representation is that certain figures travel through the sections. There are angels of heavenly entities who descend to carry Lady Dai to heaven. The images of the banner suggest a cosmos in constant motion, a dynamic interdimensional universe which is both physical and spiritual in nature. Also depicted on the silk banner are images if Lady Dais earthly family, who perform rituals for her safe-passage in the afterlife. The funeral banner indicates a culture which believed in both life-after-death adn in the efficacy of ritual and prayer. There is a graceful harmony present in the banner which suggests that Chinese culture at the time of the Han Dynasty had a vision of life and death which was seamless and that death was viewed as a continuation of life and life as a prelude to death. Viewed this way, the banner is an uplifting and spiritually exalting work of art, one which offers a dramatically different view of life and death than is prevalent in the Western world.

Essay --

The Modernist movement period was change in the world that took place between the end of the nineteenth century and throughout the twentieth century. Modernism is something that has happened and no longer represents the now or the contemporary of the world. Modern design is developed of all that came before it and through experimentation, innovation, and individualism, which forward society. Great leaders in the modernist movement were intellectuals, artists, philosophers and scientists. Modernist such as Kafka, Woolf and Toomer influence literature constantly reform reshape society with a variety of theme of their of personal life and life during the 19th, 20th. In order to understand the modernist movement and the influence in society we have to analysis Franz Kafka. Kafka modernist patterns and system were unique, disturbing, symbolic fictions in his works made him one of twentieth century's influential writers. Kafka use of troubling, ironic, expressionistic in his novels often dealing with alienation trapped his central character in complex situations beyond their knowledge and control. Kafka novel The Metamorphosis starts with Gregor waking up into bug. As the story change Gregor appears to accept that he is a bug. Gregor never stops to question how such a transformation could understand why it occurs. Although the story presents the change as fact, one might argue that it serves as a metaphor to illustrate why he was a bug. The Metamorphosis was not surprising when Kafka used metaphors to explain the story of Gregor, which were key to the understanding Gregor family reaction when he became a bug. The metaphor Kafka tried to convey wa s alienation of life in Gregor, which led to void humane gratitude, cold affection, and f... ...s of new music patterns styles with forms of improves instruments and music language. Sound control is also important to understand how pitch, tempo and octaves to put together a song. Music no longer is limited to concerts and opera houses it is available for everyone that enjoys music. In conclusion â€Å"The Modernist† movement was a period of change in the world that took place between the end of the nineteenth century and throughout the twentieth century. Modernism is something that has happened and no longer represents the now or the contemporary of the world. Modern design is developed of all that came before it and through experimentation, innovation, and, which forward as a society. Modernist such as Kafka, Woolf and Toomer influence literature constantly reform reshape society with a variety of theme of their of personal life and life during the 19th, 20th.

The Golden Lily Chapter 13

THE DAY OF THE DANCE, I seriously considered going back to the costume store and buying the flammable white costume. Lia's dress was†¦ a bit more than I had expected. She had done a fair job copying the chiton style worn in ancient Greece, I'd give her that. The dress was sleeveless, pinned at my shoulders to drape into a neckline lower than I was comfortable with. The dress was floor length, and she'd somehow nailed my height perfectly without measuring me. That was where the historical resemblance ended. The material was some sort of silky, flowing fabric that draped around me and showed my figure better than you'd expect a dress like that to manage. Whatever the material was, it was nothing the Greeks could have produced, and it was†¦ red. I couldn't remember the last time I'd worn red. Maybe when I was a child. Sure, the Amberwood uniform variations sometimes had burgundy in them, but it was a subdued shade. This was a brilliant, flaming scarlet. I never wore colors that intense. I didn't like the attention they attracted. Amplifying it was the amount of gold she'd worked into the dress. Gold thread danced along the edge of the red fabric, glittering in the light. The belt was golden too – and not the cheap plastic of the costume's. The pins holding the dress were gold (or at least some high quality metal that appeared gold), as were the accessories she'd provided: a necklace and earrings made of little coins. She'd even given me a gold comb with little red crystals on it. I tried it on in my dorm room and stared at the glittering, red display I made. â€Å"No,† I said aloud. Someone knocked at my door, and I grimaced. It would take forever to change out of the elaborate dress, so I had no choice but to answer in costume. Fortunately, it was Jill. Her mouth opened to speak and then just hung there in silence when she saw me. â€Å"I know,† I said. â€Å"It's ridiculous.† She recovered herself a few seconds later. â€Å"No†¦ no! It's amazing. Oh my God.† I hurried her into the room before our classmates could see me. She was also dressed for the dance, in a fairy confection of pale blue gauzy material that looked perfect on her willowy Moroi frame. â€Å"It's red,† I told her. In case it wasn't obvious, I added: â€Å"I never wear red.† â€Å"I know,† she said, wide-eyed. â€Å"But you should. It looks amazing on you. You should burn all your gray and brown clothes.† I shook my head. â€Å"I can't wear this. If we leave now, there's still time to go by the costume store and get something else.† Jill shook off her awed state and took on an adamant, fierce look that seemed kind of extreme for the situation. â€Å"No. Absolutely not. You are wearing that. It's going to blow your boyfriend away. And you should put on a little more makeup – I know, I know. You don't like anything crazy, but just darken the eyeliner and put on some lipstick. Just a little. You've got to match the dress's intensity.† â€Å"You see? Already this color is causing problems.† She wouldn't back down. â€Å"It'll take like a minute. And that's all we've got. If we don't leave soon, we're going to be late. Your boyfriend's always early, right?† I didn't answer right away. She had me there. Brayden was always early, and as much as the costume pained me, I couldn't stand the thought of making him wait – especially since he wouldn't be able to get into the dance without an Amberwood student. â€Å"Fine,† I said, with a sigh. â€Å"Let's go.† Jill grinned triumphantly. â€Å"But first – the makeup.† I conceded to the makeup and then, at the last minute, added my cross necklace. It didn't go with the theme and was instantly swallowed by the more flamboyant gold jewelry, but it made me feel better. It was a piece of normality. When we finally left, we found Eddie waiting for us in the lobby. He was dressed in normal clothes, his only nod to Halloween being a plain white half-mask that reminded me of the Phantom of the Opera. I was half-tempted to ask if he had a second one so that I could do a quick wardrobe change and just go masked. He jumped up from his chair, his face going dreamy when he saw Jill in her blue, ethereal glory. Honestly, how could no one else see how crazy he was about her? It was so painfully obvious. He drank her in with his eyes, looking as though he might swoon then and there. Then, he flicked his gaze over to me and did a double-take. His expression wasn't lovestruck so much as dumbfounded. â€Å"I know, I know.† I could already see tonight's pattern forming. â€Å"It's red. I never wear red.† â€Å"You should,† he said, echoing Jill. He glanced between her and me then shook his head. â€Å"Too bad we're ‘related.' I'd ask you guys to dance. Seeing as my cousin already wants to go out with me, though, I suppose we shouldn't start any more rumors.† â€Å"Poor Angeline,† said Jill, as we walked out to my car. â€Å"She really wanted to go.† â€Å"Seeing as there'll be speakers there, it's probably best she doesn't,† I said. Eddie paused when we reached Latte. â€Å"Can I drive? I feel like I should be a chauffeur tonight. You guys look like royalty.† He grinned at Jill. â€Å"Well, you're always royalty.† He opened one of the back doors and actually swept her a bow. â€Å"After you, milady. I'm here to serve.† Practical, stoic Eddie was rarely given to such dramatic shows, and I could tell it caught Jill off guard. â€Å"Th-thank you,† she said, getting into the backseat. He helped her tuck her skirt inside, and she regarded him wonderingly, like she'd never noticed him before. After that, I could hardly deny his request and gave him the keys. The Halloween dance was being held at a very pretty hall adjacent to some botanical gardens. Eddie and I had checked it out this week so that he could determine its safety. Micah was meeting Jill there, though for different reasons than Brayden meeting me. Supervised buses were shuttling most students from the school to the dance. Upperclassmen like Eddie and me were allowed to take our own transportation, along with family like Jill. No one would technically know if Micah dropped her off later, but for now, she could only leave campus in the family carpool. â€Å"I hope I'm ready for this,† I muttered, as we pulled into the parking lot. The dress had distracted me so much that I hadn't had time to ruminate over my other concern: going to a dance. All my old social anxieties returned. What did I do? What was normal here? I hadn't had the nerve to ask any of my friends. â€Å"You'll be fine,† said Eddie. â€Å"Your boyfriend and Micah will both be speechless.† I unfastened my seatbelt. â€Å"That's the third time I've heard ‘your boyfriend.' What's going on with that? Why won't anyone say Brayden's name?† Neither of them answered right away. Finally, Jill said sheepishly, â€Å"Because none of us can remember it.† â€Å"Oh, come on! I'd expect that from Adrian but not you guys. It's not that weird of a name.† â€Å"No,† admitted Eddie. â€Å"But there's just something so†¦ I don't know. Unmemorable about him. I'm glad he makes you happy, but I just start to tune out whenever he talks.† â€Å"I can't believe this,† I said. Brayden was waiting out front for us, no doubt having been there for at least ten minutes. My stomach fluttered as he looked me over from head to toe. He didn't comment, though his eyes widened a bit. Was that good or bad? I flashed my student ID to get him in the door, and Jill almost immediately joined Micah. Eddie's brief romantic flare was gone as he shifted into business mode. A brief look of pain crossed his face, disappearing as quickly as it had appeared. I touched his arm. â€Å"You going to be okay?† I asked softly. He smiled back. â€Å"I'll be fine. Just have fun.† He walked away, soon melting into the crowd of students. That left me alone with Brayden. Silence fell between us, which wasn't uncommon. It sometimes took us a few minutes to warm up and get the conversation going. â€Å"So,† he said, as we walked further inside. â€Å"You have a DJ. I wondered if it'd be that or a live band.† â€Å"Our school just had a bad experience with a live band,† I said, thinking of Angeline. Brayden didn't press for details and instead gazed around at the decor. Fake cobwebs and twinkling lights were strewn near the ceiling. Paper skeletons and witches hung on the walls. Over on a far table, students were scooping punch out of a giant plastic cauldron. â€Å"Amazing, isn't it?† said Brayden. â€Å"How a pagan Celtic holiday has become such a commercial event.† I nodded. â€Å"And a very secular one. Well, aside from attempts to merge it into All Saints Day.† He smiled at me. I smiled back. We were safely in familiar academic territory. â€Å"You want to check out the punch?† I asked. Some fast, bass-heavy song was on, drawing lots of people to the dance floor. Fast dancing wasn't really my style. I didn't know Brayden's take and was afraid he might want to join in. â€Å"Sure,† he said, looking relieved to have a purpose. Something told me he'd been to as many dances as I had: none. The punch provided us with a reason to discuss sugar vs. artificial sweeteners, but my heart wasn't into it. I was too concerned about something else. Brayden hadn't said one word about my dress, and it was filling me with anxiety. Was he as shocked by it as I had been? Was he politely holding back his true thoughts? I could hardly expect compliments if I wasn't giving them, so I decided to take the plunge. â€Å"Your costume's great,† I said. â€Å"That's from the theatrical company, right?† â€Å"Yes.† He glanced down and smoothed out the folds of his tunic. â€Å"Not entirely accurate, of course, but it'll do.† The tunic was knee-length, pinned on one shoulder, and made of very light, off-white wool. He had a woolen cape over it dyed in a dark brown that was accurate to the time period. Even with the cape, a fair amount of his arms and chest were exposed, showing a runner's body with a lightly muscled build. I'd always thought he was cute, but it wasn't until this moment I realized he might actually be hot. I expected that to trigger a stronger feeling in me, but it didn't. He was waiting for me to say something. â€Å"Mine's not entirely, um, accurate either.† Brayden studied the red dress in a very clinical way. â€Å"No,† he agreed. â€Å"Not at all. Well, the cut's not that far off, I suppose.† He thought for several moments more. â€Å"But I still think it's very pretty on you.† I relaxed a little. Coming from him, â€Å"very pretty† was high praise. While he often had a lot to say about every other topic, he was thrifty with words when it came to emotions. I shouldn't have expected anything more than a simple statement of facts, so this was a big deal. â€Å"Whoa, Melbourne. Where have you been hiding?† Trey strolled over to us and began liberally filling a cup with the fluorescent green punch. â€Å"You look badass. And hot.† He shot Brayden an apologetic look. â€Å"Don't take that the wrong way. Just telling it like it is.† â€Å"Understood,† said Brayden. I couldn't help a smile. Trey had been behaving weirdly around me for the last day or so, and it was nice to see him back to usual form. Trey gave me another admiring look and then turned back to Brayden. â€Å"Hey, check it out. We both went for togas. Romans rule!† He held up a hand to high-five Brayden but didn't receive it. â€Å"This is a Greek chiton,† Brayden explained patiently. He studied Trey's homemade toga, which looked suspiciously like it had been made from a bed sheet. â€Å"That's, um, not.† â€Å"Greek, Roman.† Trey shrugged. â€Å"What's the difference?† Brayden opened his mouth, and I knew he was about to explain exactly what the difference was. I quickly rushed in. â€Å"Yours looks good on you,† I told Trey. â€Å"Looks like all those hours of weight training paid off – and I finally get to see the tattoo.† Like Brayden's, Trey's tunic was draped over one shoulder, giving a glimpse of his lower back. Trey, like half the school, had a tattoo. But unlike the rest, his hadn't been part of the high-inducing, sinister vampire blood ones that had swept the student body. Trey's was a sun with highly stylized rays. It had been done in normal, dark blue tattoo ink. Eddie had told me about it, but I'd never gotten a look at it before, seeing as Trey didn't really go shirtless around me. Some of Trey's enthusiasm dimmed, and he turned slightly, keeping his back away from us. â€Å"Well, it's pretty softcore compared to yours. Nice to see it out again, by the way.† I absentmindedly touched my cheek. I usually covered the golden lily with makeup at school, but I figured here at the dance, I could claim it as part of the costume if any teachers grilled me about the dress code. Another fast song came on, and Trey brightened again. â€Å"Time to show off my moves. You guys coming? Or are you going to supervise the punch all night?† â€Å"I don't really do fast dancing,† said Brayden. I nearly sagged in relief. â€Å"Me either,† I said. Trey gave us a rueful smile before heading out. â€Å"Color me surprised.† Brayden and I spent a good deal of that evening by the punch, actually, continuing our discussion of Halloween's origins and the larger subjugation of pagan holidays. Friends of mine came by occasionally, and Kristin and Julia in particular couldn't stop gushing about my dress. Every so often, I'd also catch a glimpse of Eddie patrolling the crowds, silently and covertly. Maybe he should've been a ghost. He was almost always within sight of Jill and Micah but focusing on guardian mode seemed to have saved him from pining over her too much. Both Brayden and I stopped talking when a slow song finally came on. We tensed and then exchanged glances, knowing what was coming. â€Å"Okay,† he said. â€Å"We can only avoid this for so long.† I nearly burst out laughing, and he answered with a small smile. He too was fully aware of our social ineptitude. Somehow, that was comforting. â€Å"Now or never,† I agreed. We walked over to the dance floor, joining other couples locked in embraces. Calling what most of them were doing â€Å"dancing† was kind of a stretch. Most were just kind of stiffly rocking and rotating around. A few were simply using the opportunity to plaster themselves all over each other and make out. They were quickly pulled apart by chaperones. I took hold of one of Brayden's hands, and he rested his other on my hip. Aside from the kiss, this was probably the most intimate contact we'd had so far. There were still a few inches between us, but I couldn't help but be overwhelmed at the change to my normal personal space boundaries. I reminded myself that I liked and trusted Brayden and that there was nothing weird about this. As usual, I didn't feel surrounded in hearts or rainbows, but I didn't feel threatened either. Attempting to shift my thoughts from our closeness, I listened to the song and immediately got a feel for its count. About a minute into the song, Brayden realized what I was doing. â€Å"You†¦ you can dance,† he said in amazement. I looked up at him in surprise. â€Å"Of course.† I was hardly sweeping across the floor in some grand ballroom waltz, but all of my movements were timed to the song's beats. I couldn't really imagine how else you would dance. Brayden, meanwhile, was only one step removed from the rigid movements of most of the other couples. â€Å"It's not hard,† I added. â€Å"It's just kind of mathematical.† Once I put it into those terms, Brayden got on board. He was a quick study and counted off the beats with me. Before long, we looked as though we'd been taking dance lessons forever. Even more surprising, I glanced up at him once, expecting to see him concentrating and counting. Instead, he was regarding me with a soft expression†¦ an affectionate one, even. Flushing, I looked away. Amazingly, the smell of coffee still clung to him, even though he hadn't worked today. Maybe no amount of showering could get rid of that scent. Yet, as much as I loved eau de coffee, I found myself thinking of the way Adrian's cologne had smelled at Wolfe's. When the next fast song came on, Brayden and I took a break, and he excused himself to go talk to the DJ. When he returned, he refused to explain his mysterious errand, but he seemed supremely pleased with himself. Another slow song soon followed, and we headed back to the dance floor. And for once, conversation between us stilled. It was enough to just dance for a while. This is what it's like to lead a simple life, I thought. This is what people my age do. No grand machinations or fights between good and – â€Å"Sydney?† Jill was standing beside us – a worried expression on her face. My inner alarms immediately went off, wondering what had caused such a sudden change from her happy, carefree attitude earlier. â€Å"What's wrong?† I asked. My first fear was for Adrian, that she'd sensed something through the bond. I shook the thought. I needed to be worrying about Moroi assassins, not his well-being. Jill said nothing but simply nodded toward the punch table, almost exactly where Brayden and I had been earlier. Trey was back, talking animatedly to a girl in a Venetian mask. The mask was beautiful – an icy blue, decorated with silver leaves and flowers. The mask was also familiar. Jill had worn it in Lia's runway show and had been allowed to keep it. Equally familiar was this masked girl's outfit, a threadbare shirt and ragged jean shorts – â€Å"No,† I said, recognizing the long, strawberry blonde hair. â€Å"Angeline. How did she get here? Never mind.† There were any number of people she could have sneaked here with. The chaperones probably wouldn't have noticed her on a shuttle bus. â€Å"We have to get her out of here. If she's caught, she'll be expelled for sure.† â€Å"The mask does hide her features,† Jill pointed out. â€Å"Maybe no one will notice.† â€Å"Mrs. Weathers will,† I said, sighing. â€Å"That woman's got a sixth sense for – oh. Too late.† Mrs. Weathers was chaperoning on the other side of the room, but her eagle eyes missed nothing. Peering over the crowded dance floor, I saw her begin making her way toward the punch. I didn't think she'd made a positive ID on Angeline yet, but her suspicions were definitely raised. â€Å"What's wrong?† asked Brayden, glancing between Jill and me. No doubt we wore mirrored expressions of dismay. â€Å"Our cousin's about to get in some serious trouble,† I said. â€Å"We have to do something.† Jill's eyes were wide and anxious. â€Å"We have to get her out of here.† â€Å"How?† I exclaimed. Mrs. Weathers had reached the refreshments table, just as Trey and Angeline began walking toward the dance floor. I saw her start to go after them, but Mrs. Weathers didn't get very far – because the punch bowl suddenly exploded. Well, not the bowl itself. The punch inside exploded, spraying out in a spectacular shower of bright green liquid. There were shrieks as several nearby people got splashed, but it was Mrs. Weathers who took the brunt of it. I heard a sharp intake of breath from Brayden. â€Å"How in the world did that happen? That must have – Sydney? I'd cried out and jerked a few feet away, knowing exactly what had caused that bowl to explode. Brayden assumed my reaction was fear of injury. â€Å"It's okay,† he said. â€Å"We're too far away for any glass to be over here.† Immediately, I looked at Jill. She gave me a small, helpless shrug that said, Well, what else was I supposed to do? My usual reaction to Moroi magic was disgust and fear. Tonight, shock and dismay were there too. We didn't need attention drawn to us. True, no one knew or would even guess that Jill had used vampire water magic to create the punch distraction, but it didn't matter. I didn't want any word of weird, unexplainable phenomena leaking out of Amberwood. We needed to stay under the radar. â€Å"Are you okay?† Eddie had suddenly appeared by our side – or rather, Jill's side. â€Å"What happened?† He wasn't even looking at the punch. His focus was all on Jill, and just like earlier, she actually seemed to notice it. Brayden was the one who answered, his eyes alight with intellectual curiosity as he watched teachers scurry and try to clean up the mess. â€Å"Some sort of chemical reaction, if I had to guess. Could be as simple as using baking soda. Or maybe some kind of mechanical device?† I gave Eddie a pointed look. â€Å"It was a prank,† I said. â€Å"Anyone could've done it.† Eddie looked at me, then looked back at Jill. He gave a slow nod. â€Å"I see. We should get you out of here,† he told her. â€Å"You never know what – â€Å" â€Å"No, no,† I said. â€Å"Get Angeline out of here.† â€Å"Angeline?† Eddie's face registered disbelief. â€Å"But how†¦?† I directed him toward where she stood with Trey on the dance floor. They, like many others, were staring at the aftermath of the punch explosion with wonder. â€Å"I don't know how she got here,† I said. â€Å"It's irrelevant. She needs to leave. Mrs. Weathers nearly caught her.† A knowing glint flashed in Eddie's eyes. â€Å"But the punch distracted her?† â€Å"Yes.† His attention fell back on Jill, and he smiled. â€Å"Convenient timing.† She smiled back. â€Å"I guess we got lucky this time.† Their gazes locked, and it was almost a shame to interrupt. â€Å"Go,† I told Eddie. â€Å"Get Angeline.† He cast one last look at Jill and then jumped into action. I couldn't hear the conversation as he spoke with Angeline and Trey, but the look on his face would accept no arguments. I could see Trey yielding to family authority, and after a few more arguments, Angeline gave in as well. Eddie quickly escorted her out, and to my relief, neither Mrs. Weathers nor anyone else seemed to notice. â€Å"Jill,† I said. â€Å"It might be best if you and Micah leave early. You don't have to go right this second†¦ but soon.† Jill nodded, face sad. â€Å"I understand.† Even if no one would connect her to this, it was best if she wasn't around. Already, I could see people gathering at the table and, like Brayden, trying to figure out what could have caused such a phenomenon. She vanished into the crowd. Brayden finally looked away from the spectacle. He started to say something to me and then suddenly jerked his head toward the DJ. â€Å"Oh no,† he said, face crestfallen. â€Å"What?† I asked, half-expecting the DJ's table to collapse or a speaker to catch on fire. â€Å"This song. I requested it for you†¦ but it's almost over.† I tilted my head to listen. I didn't know the song, but it was slow and romantic and made me feel†¦ well, kind of guilty. Here it was, a sentimental gesture from Brayden, ruined by my â€Å"family's† wacky hijinks. I caught hold of his hand. â€Å"Well, it's not over yet. Come on.† We were able to dance to the last minute of it, but it was clear that Brayden was disappointed. I wanted to make it up to him somehow and, in spite of everything that had happened, still have the normal high school dance experience I'd wanted. â€Å"The night's young,† I teased. â€Å"I'll go request one for you, and then you can try to guess when it comes on.† Considering I didn't listen to the radio, it probably wouldn't be that hard to guess. I made the request and then joined Brayden for another slow song. I was still a little anxious about what had happened earlier but told myself all was well now. Jill had left. Eddie had taken care of Angeline. All I had to do was relax and – A vibration startled me as I danced. I was wearing a tiny, red dress purse over my shoulder. It was lost in the folds of my gown, but the buzz of my cell phone was unmistakable. Apologizing to Brayden, I stopped dancing to check the message. It was from Adrian: We need 2 talk. Great, I thought as my heart sank. Could this night be any more of a disaster? I texted back: I'm busy. His response: I'll be fast. I'm close by. A feeling of dread crept over me: How close? The response was about as bad as I could expect: The parking lot.