Brewery industry in Europe Roay Unibrew Analysis

Brewery industry in Europe Roay Unibrew Analysis CHAPTER 1: INTRODUCTION Overview This paper consists of seven chapters: Chapter 1 explains the aim of the given topic, describes the brewery industry in Europe, and focuses the development of the brewery industry and polish economy after the fall of a communism in 1989 In chapter 2 I decided to present a theoretical background of the strategy and macro-environment theory Chapter 3 focuses the research methodology and approach that was taken in order to analyse it Chapter 4 describes the market analysis, and shortly considers the competition Chapter 5 is about the internal analysis of Royal Unibrew Poland. It presents strategy of the company, its mission and vision of the development. Marketing mix was taken into consideration as well. Chapter 6 was devoted to the analysis of the gathered data And in chapter 7 there are presented conclusions and recommendations for the future Topic and purpose of thesis Strategy is an incremental part of every company, and its success depends mainly on the way it is developed and implemented. Expansion to the foreign markets requires long-term planning and thus good preparation. These factors influence the companys current and future position on the chosen market. The aim of my thesis is to prove that well-developed strategy is the main key to success in expansion to the foreign markets, and it will be based on the case of the polish branch of the Dutch brewery company, Royal Unibrew. Royal Unibrew entered the polish market in 1995, and since this year it has become one of the leading beer producers in Poland. This country has become an opportunity for the foreign investors after the fall of the communism in 1989. Royal Unibrew decided to wait a few years until the polish economy stabilizes, then entered the brewery market and invested in its significant brands. Its further successes were supported by the well-derived strategy, acquaintance with the polish culture, potential customers needs, and rules of the new market. Strategies vary along with the cultures and Case of Royal Unibrew investing in Poland is a great example of the successful foreign investment, which required a clear vision of the companys long-term future, supported by a lot of effort, budget, and experience of the management. Strategy plays here a very important role, and therefore it is considered in the topic of this thesis. Strategy is a part of the vision. is a part of the strategy. Therefore implementation of the strategy Why is the strategy so important for the company? Why is the strategy so important? There is no victory without a good plan of campaign. Strategy is a long-term plan, connected with the current and future position in the environment, and consistent action plan, which helps achieve the goal that has been set earlier. It differentiates one company from another, and separates winners and losers. However, the company cannot focus too much or too less on its vision, because the result may be tragic, for example it influences board problems in personnel, quality, or poor productivity. If we ask any manager about vision of the strategy, he or she is going to give a broad range of different solutions, in order to make person understand difference between corporate strategy and operational planning. Companies Strategy as a determinant of business success in the expansion to the foreign markets : The brewery industry market in Europe and CEE Main players on the market Brewery industry is one the most developing branches in the world. Constantly increasing beer consumption, changing habits of the consumers often looking for the low percentage beers and the developing technology have a strong influence on the further development of the beer industry. European market is rich in different brewery brands, and it is the region, where beer is mostly consumed in the world (http://www.entrepreneur.com/tradejournals/article/163751154.html ). However, their position on the market depends on the sales, and therefore some of them stick only to the domestic market and become local leaders ( for example Fà ¶roya Bjà ³r, the only producer of beer and soft drinks in the Faroe Islands, close to Denmark ). Thus, basing on the data from the year 2007, there are ten main players on this market in Europe: Heineken, Interbrew/Ambev, Carlsberg, S N, SABMiller, Radeberger Gruppe, Coors, Anadolou Group, Mahou S.A. and Bitburger. These brewery groups compete very aggressively with each other and promote themselves on each possible occasion ( f. ex. Oktoberfest in Germany Heineken, or World Cups Carlsberg ). They have an advantage over the rest of the brewery companies, because they possibly often use all marketing tools channels, in order to attract peoples attention: TV commercials, internet pop-ups, radio commercials, billboards, posters on bus or train stations. Their strategies are professionally reconsidered and promotion campaigns easily remembered. The meaning of the brewery industry for the economy Economy is strongly influenced by the brewery industry. Brewery market sales in Poland in 2008 made almost 35,6 million hectolitres, what in financial term gave almost 45 billions PLN. This amount was equal to the governments spending for defence which was provided in 2009. There was a double increase between 1993 and 2002 in the beer production, and in 2006 by 7%, where the average Pole has drank about 87 litres. If we compare this achievement to year 1996, we can observe a big difference there were consumed only 29 litres of beer. Polish beer amateurs have caught Europeans, and drink nowadays almost 95-100 litres per year. When it comes to the beer consumption, Poland holds the fifth position in Europe. Brewery industry is one of the main revenues sources for the Treasury. According to the data from year 2007 provided by the Brewing Industry Employers Association of Polish Breweries, it has conducted almost 1,48 billion zloty ( PLN ) for duty. Comparing to the analogue year 2006, there was a 3% increase observed. Moreover, CEOs of the leading breweries were satisfied about the sales. Kompania Piwowarska has sold 18% of the beer more than in 2006 ( 2,2 millions hectolitres have been consumed), and Royal Unibrew Poland boasted with the 5% increase in sales, and 13% in revenues. Target group description Target group of the beer companies varies, because there are different brands of beer with the different tastes. Brewery companies usually focus mature people, men and women, at the age of 18 + ( in some countries 16 + ), and with different needs. Some of them want to relax in silence with a bottle of a good beer at home, some need more excitement with a group of friends at the disco or pub ( they are as well very active, full of energy and optimism ). In order to describe the target group correctly, company has to consider more factors, such as: education, occupation, income, place of living, style of living, way of spending free time, needs of the customer. There is a high potential in the brewery market. Companies focus different target groups. For example Cooler is a great tasty lemon or apple refreshing beverage of the Royal Unibrew company. This product has been designed specially for women looking forward to refreshment during a hot days and nights. According to the data provided by the Royal Unibrew Poland, tasty beers become very popular among women, because there is not such a strong bitterness as it appears in the traditional beers, have a very delicate flavour, and low percentage of alcohol. ( wlasne badania my own contribution to the market research ) Another good example is Tyskie beer, beverage well known in Poland, Czech Republic, Slovakia, Germany, and Lithuania. (http://www.noltychy.pl/news,1355,beerfest-najwiekszy-festiwal-piwa-w-polsce-chorzow-28-30-08-2009r.html ). Its target group are traditional beer fans mainly working men, with the families, whose priority is their family. Work and other values are subordinated to it. They are loyal customers. As it is said, beer is just for their enjoyment, a form of relaxation, and kind of reward. They do not want to escape from the reality, like many other beer consumers. (http://www.ddb.pl/index.php?dzial=stronasID=350 ) General view of the polish economy After the transformation in 1989 Basic problem Poland had to deal with after the fall of the communism were its internal economic problems. Any kind of investment was impossible because the former system contributed huge foreign debt, and 500% hyperinflation ( until 1990 ). Prof. Grzegorz Kolodko mentions, that because of the increasing financial, economic, social, and political imbalance former socialist economies had lost their tempo, and then ability capacity to grow . Moreover, he explains this situation as follows: Huge deficiencies, caused by the inflation pressure, which source lays in the structure and wrong macro-economic management, intensified micro-economic inefficiency and prevented fulfilment of the social needs. The first non-communist government, led by Tadeusz Mazowiecki , decided to implement a so called Balcerowiczs plan ( first minister of finance after 1989 ). The idea of this plan was to liberalise internal prices, increase import, tighten the financial policy and wages control towards enterp rises, implement the interest rates which are higher than inflation, stabilize the dollar and implement possibility of its exchange. Polish economy was stabilized and was opened to the world. Banking system and monetary and credit policy have been reformed. New government created capital market, labour market, and implemented privatisation law in 1990. Transformation of the ownership, independence of the companies, and stimulation of the internal competition were very important in the reformation systems. Policy of the state assets privatization, free-market principles implementation, and decrease of the budget deficit were very fruitful: Inflation decreased to 43%, and during the next years it was just a one-number value Government was so successful, that the creditors decided to lower debt up to 50%, and foreign companies were eager to invest in Poland Year 1991 Warsaw Stock Exchange has been launched. Gross Domestic Product was increasing year by year 4% in 1993, and 7% in 1995. Polish Zloty has been denominated, and dollar stabilized the success of the polish reforms Poland is nowadays a country with the stabilized political system and still developing economy. Whats more, it is an active member of the World Trade Organisation ( WTO ), Organisation for Economic Co-Operation and Development ( OECD ), and Central European Free-Trade Agreement ( CEFTA ). Transformation processes had a strong influence on the re-valuation of all of the economic areas. Free-market rules, which are based on the dominating and still growing private entrepreneurship position, have been effectively implemented after 1989. Private sector was the main engine of the economic growth. Whats interesting, private sector has led to 75% of increase in the Gross Domestic Product, and employed 70% of the professionally active polish society. Development of the polish economy throughout the years 1995-2005 After the transformation in 1989, polish economy observed a strong economic growth throughout the years 1995-2005, and recession in 2001-2003 in the meantime. Next years are characterised by the constantly changing growth rate with an emphasis on the expected relatively high rate of growth in the subsequent years. Poland is a country with the big economic dynamics. In concentrates mainly the Gross Domestic Product generation in some Polands areas. Years 1995-2005 belonged to Wielkopolskie, Slaskie, Dolnoslaskie, Mazowieckie, and Malopolskie Voivodeships ( provinces ). Since 1996 it has been a member of the OECD, which unites the richest countries in the world. Economic growth in this year was very slow, however still high. GDP increased by 6,6%, and was one of the highest in Europe. Situation of the polish economy today Polish economy has developed very much after the transformation in 1989, and has become one of the biggest economies in the world ( 6th economy in the European Union, and 21st economy in the world ). According to the OECD IX report from 2006, polish economy is in a good condition, since it joined European Union in May, 2004. Social-economic policy has been positively assessed by OECD, and the country has potential to grow and quickly develop. But the main problem Poland has to get through is high rate of unemployment, GDP is below 45% of the EU average, university education doesnt prepare young people for their potential jobs, too high social transfers, and entrepreneurs still have to face the administrative barriers. OECD report mentions areas which have to be changed in order to make polish economy grow faster. First of all these barriers, such as in the supervision or administrative area have to be lifted for the entrepreneurs, simplifying the taxation system, reducing the parafis cal burden and elimination of the corruption. Next thing to consider is improvement of the economic flexibility, and reducing the start-up costs. However, the latest data, presented by Eurel Hermes analysts, shows that the global crisis from 2009 had a strong impact on the global, and polish as well, economy. External financing gap has deepened, and thus government decided to cover it by liquidating the foreign exchange reserves, which melted by 28% from 2008 until the first quarter of 2009. Polish economic structure corresponds to the economic structure of the well developed countries. 64% of the Gross Domestic Product is generated by the services, 32% by the industry, and 4% by the agriculture. Ratio of exports to GDP is 40%, and thus polish economy is not open enough as the foreign economies of the region. Whats more, it has not been influenced negatively by the global recession, which spread over the trade links. Polish economy has been one of the well developing and healthiest in the emerging Europe for the first half a year of 2009. However, as a country which is dependent on the rest of the world it had felt results of the global financial crisis, especially in the . Value of the Polish Zloty has decreased in relation to the major world currencies. However, according to the statistics, GDP has increased in 2009 by 1,7%. Whats more, Central Statistical Office informs, that the industry labour productivity has increased by 2,4%, with the 5,5% smaller employment growth and increase of the average monthly gross payment by 4,9%. Development of the brewery industry Brewery industry revolution started in the 19th century, when the craftsmen decided to change their profession for the well developing business. Thanks to the improvements in the technological development, focusing mainly the methods of bottom-fermentation development of the beer, which required cooling fermenters. Owners of the smaller businesses decided to give up, and gave place to the technologically stronger plants. These were the times, when Okocim brewery from Brzesk began to take its first steps in this business. Most important for the brewery industry were its first ten years of the 20th century. Polish market was seized by almost 500 breweries. Formulas of the beers have been enhanced, and thus new tastes were implemented. Development of the brewery industry had a significant impact on the beers consumption every beer lover drank almost 35 litres of this beverage. Progress of the beer industry development was stopped by the First World War. It bloomed at the end of the gap between First and Second World War, and gained the similar results that it had in year 1915. During the World War II there were thirty six breweries on the lands that belonged to the General Government ( administrative-territorial entity, created under the decree of Adolf Hitler in year 1939 ). After the war first government, the communist party, decided to take over all of the breweries. There were new enterprises coming into existence, like for instance Kasztelan brewery from Sierpc ( small polish town ), but the political situation of the country was very adverse for this industry. However the state enterprises were doing their best to follow the western standards with the different degrees of success. After the transformation in 1989 polish breweries had to adapt to the new market economy, and therefore were able to show their real potential. Beer has a very long historical background, and it still finds new amateurs all over the world. Technological development, production improvements, and increasing demand for this beverage make its sales increase every year. Moreover, thanks to the innovation in the polish brewery industry and its potential, foreign investors feel more encouraged than before 1989. Global brewery industry Global brewery industry is a business which consists of a few dominating multinational companies and hundreds of other smaller beer producers, such as home made or regional breweries. According to the statistics, there are almost 134 billion litres of beer sold per year, what enriched the global treasury by $294,5 billion in 2006. Such a high revenues global brewery industry owes to the Asian, Eastern European, and African beer fans (http://wyborcza.pl/1,75248,1882229.html). Consumption of the beer increases every year. Canadean firms report shows, that in year 2002 there was almost 1,4 billions hectolitres drank all over the world. This number was said by analysts to increase by 7% in 2005. According to the statistics, predictions have come true and it reached 1,5 billions of hectolitres. This table shows, that Czech Republic is the leader in the beer consumption. Each beer fan from this country drinks yearly almost 157 litres of this golden drink . Republic of Ireland takes the second place with 131,1 litres drank, and Germany third place with 115,8 litres. Poland is said to be one of the most drinking countries in the world. According to these data, its position is not that high, because it takes 18th place with 69,1 litres per each beer drinking Pole annually. Modern brewery market wide opened for the other types of beer selling. Microbrewery is responsible for producing a limited amount of beer, which depends on the region and on the authority. It has permission for making 18,000 hectolitres per year, in order to adjust the production to the predetermined standards required for the regional breweries. Nowadays, the global brewery market leader is Belgian Anheuser-Busch InBev with 25% of the market share. It was taking the third position after SABMiller, the first leader, and InBev which holded the second place. In 1987 its first equivalent, Anheuser-Busch decided to merge with InBev, and this operation has led it to the top in the brewery industry. Its fourteen brands, out of 300, generate almost $ 1 billion annually in revenue (http://www.ab-inbev.com/ ) Overview of the brewery industry in Poland after 1989 Transformation in 1989 has led to intensive changes in the polish brewery industry. They are connected with the increase in the beer consumption, and production concentration in the newest great breweries. Looking back at the changes that were implemented in the polish economy after 1989, and comparing them to what the former government has achieved between years 1945-1989, we can observe a positive influence of the new political system and thus potential and opportunities to increase growth in every area. Brewery industry in Poland had experienced a violent sales growth between 1994-2000, and then the consumers slowed down their beer consumption. But this situation did not have any negative impact on its further development. On the contrary brewery market is still developing and growing, and high operation profits have been observed in this branch. There are four main and few local brewery companies operating on the polish market ( and their market shares in %; data for year 2009): Kompania Piwowarska ( Brewing Company; brands: Tyskie, Lech, Zubr ) 45% Zywiec Group ( brands: Zywiec, Warka, Tatra ) 35% Carlsberg Poland ( Carlsberg, Okocim, Harnas ) 13% Royal Unibrew Poland ( Lomza, Strzelec ) 4% Other 50 breweries; with below than 10% of the market shares, are Belgia from Kielce, Perla from Browary Lubelskie, and Brok from Koszalin. ( there are 50 small breweries in Poland ) (http://www.ejpau.media.pl/volume7/issue2/economics/art-10.html) Comparing the situation on the market from the last year to year 2008, we can observe a diametrical changes that occurred in the meantime. There were three main players on this market two years ago: Kompania Piwowarska ( 41% ), Zywiec Group ( 34%) , and Carlsberg Poland ( 12%). Royal Unibrew joined them in 2009. As we see, market shares of each of them have increased at least by 1% ( Carslberg Poland and Zywiec Group ), and by 4% ( Kompania Piwowarska ) after one year. Situation on the brewery industry today There are two fields which characterise the todays brewing industry: Global aspect, where most of the large breweries groups decide to merge Regional aspect In this case small and medium-sized brewery companies start to actively operate on their market and therefore develop a wide range of products which have their roots in the territory they come from Nowadays the global brewery market offers its consumers almost 1,5 billions of hectolitres. In year 2003 the leader and the best beer producers market on the global brewery market and was Anhauser Busch, with the almost 130 millions of beer hectolitres sold all over the world. SABMiller took the second place with 125 millions of hectolitres sold, and third place belonged to Heineken with 99 millions of hectolitres sold. In 2010 two breweries decided to merge: Belgian InterBrev and Brasilian Ambev. According to the analysts predictions, effect of this merge will lead to the annual sale of 190 millions hectolitres in the future. Introduction to the Royal Unibrew Poland History of the company Royal Unibrew was the local leader in the brewery market, but during its 150 year old existence it has becomethe second largest brewery group in Denmark. It has been operating on the European brewery market since 1856, however the name of the company is of recent date. Two companies, Faxe Bryggeri A/S and Jyske Bryggerier A/S (Ceres Bryggerierne and Thor Bryggerierne), operating on the Dutch market in the 80s wanted to grow stronger and thus become leaders in the brewery industry in Denmark. They decided to merge in 1989, and changed the name for Bryggerierne Faxe Jyske A/S, but the final decision was Bryggerigruppen A/S in 1992. The company is listed on the Copenhagen Stock Exchange since 1998, and one forth of its shareholders ( 14,000 of all ) are foreigners. Now, Faxe, Ceres and Thos complemented each other perfectly: Faxe was strong in the retail trade and on soft drinks and lager beer with nation-wide status. On the export side, Faxe was traditionally strong in the German, UK and Swedish markets Ceres and Thor manifested themselves with strong beer and special products in Jutland and in restaurants and bars. Ceres strongest export strongholds were Italy and the Caribbean. In the beginning of its foreign expansion Royal Unibrew focused Italy, Germany, and the Carribean as its first export markets. Strong brands of Ceres have made it a leader among the imported brands in the Italian market. Its product Der Grosse Dane has won the hearts of the German society. There are three markets Royal Unibrew takes into consideration: The Western Europe Market consisted of the beer and juice markets in Denmark, Italy, Germany, and Cross-Border Trade The Eastern Europe Market consisted of the beer, juice and soft drinks markets in Lithuania, Latvia and Poland Malt and Overseas Markets international markets for malt drinks, beer and soft drinks exports to markets where there are no companys representatives Royal Unibrew decided to invest in Poland in the early 90s, and then started exporting Faxe beer from Denmark to Poland. It expanded the business in Poland in 1994, created a trade-distribution company and named it Faxe Poland LLC. Next step it made was purchasing its first breweries in Jedrzejà ³w and Koszalin in Poland in 2005. Royal Unibrew is the second alcohol producer in the Baltic states, and the largest Scandinavian alcohol exporter. There are four breweries on Denmark, three in Poland ( Strzelec in Jedrzejà ³w, Strzelec/Brok, Lomza Brewery, Sagittarius/Brok, and half of the shares in Perle ) and one non-alcohol plant in Latvia. Companys position on the market Royal Unibrew Poland is the fourth biggest brewery company on the polish market ( after Kompania Piwowarska, Carlsberg Poland, Grupa Zywiec S.A. ) with the 3% of market shares.. http://www.google.com/search?hl=enrls=com.microsoft%3Aen-gb%3AIE-SearchBoxrlz=1I7ADSA_enq=rynek+piwowarski+w+POlsceaq=faqi=oq= Royal Unibrew has been operating on the global market for 150 years already, and it focuses mainly the regional brands. There are thirteen breweries and one plant for the non-alcoholic drinks production. Polish branch of Royal Unibrew implements the strategy that involves the development of the strong regional brands. Company has been searching for many years for brands which are heavily related with their regions and liked by their consumers. Therefore the main Royal Unibrew Polands regional brands are Lomza, Brok, and Strzelec. Company invested in year 2009 in the development of Lomza brand. Lomza has joined the Royal Unibrews strategic brands portfolio, as one of its strongest brands in the polish market. With almost 40 years old tradition, it has the biggest potential among Royal Unibrews brands. Lomza has many loyal consumers, and it is very popular in the north-east part of Poland. Thanks to Lomza brand Royal Unibrew Poland has a gained a strong position in the north-east region, Baltic Coast in the area of Central POmerania, and in the south: Malopolska and in Silesia, close to Rybnik town. Company has observed the Lomza brands increasing presence in the Warsaw area, and in the commercial networks in whole Poland. CHAPTER 3: RESEARCH AND DESIGN ON METHODOLOGY The Research Background The aim of my research was to find out how the strategy makes company successful during its expansion to the foreign market. Royal Unibrew is a Dutch global company, and I decided to focus its polish branch. The reason for this approach is that the management board from Warsaw and people living and working in this city are more accessible for me in order to get an appropriate data for my research. I had a possibility to have a closer look on the different types of data that I was provided with, and thus describe them in my MA thesis, and answer the stated primary and secondary questions: Primary How does the strategy influence the Royal Unibrew international success? Secondary What motivated Dutch to invest in brewery business in Poland? What were the main entry barriers, that Royal Unibrew had to deal with? How has the strategy influenced the current position on the market? Deductive approach has been undertaken in this research. Qualitative Research Method Approach ( bardziej zglebie temat niz zwykle suche dane, subiektywne poglady ludzi ) This approach has helped me in gaining detailed data about situation of the Royal Unibrews alcohol products on the polish market, and deepen it by considering different different approach methods. Face-to-face interview with Mrs Beata Pawlowska ( CEO of the Royal Unibrew Poland ) and survey among beer consumers of a different age and gender were required to make this analysis better understood. They were asked about the motivations behind choosing the given beer brand. Customers choice is driven by the prepared strategy, which is implemented by the company and thus the good advertisement. I took a closer look at the information covered in the magazines and newspapers articles about the brewery market in Poland, subjective opinions of people, and internet different latest data sources were taken into consideration as well. They will help me support the data I gather for my thesis research. Poland is an attractive country for different types of investments. Dutch branch of Royal Unibrew found an opportunity for extra revenues after fall of communism in Poland in 1989 and thus open up for the developed western side. It had to adapt to the brand new culture and A larger group of respondents was helpful and thus I could have a more clear view on the beer demand from the practical side. However, with the respect to the scheduled time of Mrs Beata Pawlowska and beer consumers, in accordance with Saunders, Lewis and Thornhill ( 2000 ) all ethical issues had to be considered during the interview. When it comes to the consumers opinions, they were relatively similar. They appreciate Lomza beer, because it tastes more bitter than Zywiec, Warka, or Zubr. They said that the more bitter is the chosen beer, the more masculine is the person that drinks it. I asked also a seller working in the local area shop ( Jago in Warsaw, Bielany district ) about the beer which is more appreciated by the customers. According to their opinions price of the product is very attractive ( Lomza 3 zl, Zywiec 3,50 zl, Warka 3,70 zl ), and thus they are more eager to buy it. Lower price actually does not result in the clients suspicion towards the beer, because they dont really care about its quality. Zywiec and Warka are considered often by both genders in the age between 20 and 45, however there appeared a strong increase in the Lomzas sales. This is confirmed by Mrs Beata Pawlowska: Within ten months in year 2009 we have increased our sales by 4%, and I can say that we have closed the previous year with the 5% increase (http://www.poranny.pl/apps/pbcs.dll/article?AID=/20100121/REGION99/794675231). Lomza beer is sold in 500 ml bottles, and interviewed people mentioned that thanks to its shape it is easy to handle and therefore they enjoy it more while drinking. They put an emphasis on the beers association with the summer, when it easily quenches thirst. Taste of bitter beverage makes them feel relaxed. This means, that the value of the Royal Unibrew Polands products gained importance in the consumers eyes. Moreover, distribution and sales increase of the Lomza beer has been supported by the marketing actions and TV campaigns in the whole Poland. Frequent promotions and low prices catch customers attention, and So the results are positive for the company. Data Collection I collected the data by interviewing CEO of the Royal Unibrew Poland, accidental people, the local shop seller, and searching through the internet database. Sample group was chosen for this approach, and both genders were asked different questions that were strongly connected with the companys strategy. I focused a non-standardised unstructured interviews, where the data needed for the research could be analysed in-depth. I followed Sauners, Lewis and Thornhill ( 2000 ) where they inform that the sample group should have an opportunity to talk freely about the area of the chosen research. Non-directive approach was taken in this case. This method is good for the area of my research because it helps me gain a

Twilight 15. THE CULLENS

15. THE CULLENS The muted light of yet another cloudy day eventually woke me. I lay with my arm across my eyes, groggy and dazed. Something, a dream trying to be remembered, struggled to break into my consciousness. I moaned and rolled on my side, hoping more sleep would come. And then the previous day flooded back into my awareness. â€Å"Oh!† I sat up so fast it made my head spin. â€Å"Your hair looks like a haystack†¦ but I like it.† His unruffled voice came from the rocking chair in the corner. â€Å"Edward! You stayed!† I rejoiced, and thoughtlessly threw myself across the room and into his lap. In the instant that my thoughts caught up with my actions, I froze, shocked by my own uncontrolled enthusiasm. I stared up at him, afraid that I had crossed the wrong line. But he laughed. â€Å"Of course,† he answered, startled, but seeming pleased by my reaction. His hands rubbed my back. I laid my head cautiously against his shoulder, breathing in the smell of his skin. â€Å"I was sure it was a dream.† â€Å"You're not that creative,† he scoffed. â€Å"Charlie!† I remembered, thoughtlessly jumping up again and heading to the door. â€Å"He left an hour ago – after reattaching your battery cables, I might add. I have to admit I was disappointed. Is that really all it would take to stop you, if you were determined to go?† I deliberated where I stood, wanting to return to him badly, but afraid I might have morning breath. â€Å"You're not usually this confused in the morning,† he noted. He held his arms open for me to return. A nearly irresistible invitation. â€Å"I need another human minute,† I admitted. â€Å"I'll wait.† I skipped to the bathroom, my emotions unrecognizable. I didn't know myself, inside or out. The face in the mirror was practically a stranger – eyes too bright, hectic spots of red across my cheekbones. After I brushed my teeth, I worked to straighten out the tangled chaos that was my hair. I splashed my face with cold water, and tried to breathe normally, with no noticeable success. I half-ran back to my room. It seemed like a miracle that he was there, his arms still waiting for me. He reached out to me, and my heart thumped unsteadily. â€Å"Welcome back,† he murmured, taking me into his arms. He rocked me for a while in silence, until I noticed that his clothes were changed, his hair smooth. â€Å"You left?† I accused, touching the collar of his fresh shirt. â€Å"I could hardly leave in the clothes I came in – what would the neighbors think?† I pouted. â€Å"You were very deeply asleep; I didn't miss anything.† His eyes gleamed. â€Å"The talking came earlier.† I groaned. â€Å"What did you hear?† His gold eyes grew very soft. â€Å"You said you loved me.† â€Å"You knew that already,† I reminded him, ducking my head. â€Å"It was nice to hear, just the same.† I hid my face against his shoulder. â€Å"I love you,† I whispered. â€Å"You are my life now,† he answered simply. There was nothing more to say for the moment. He rocked us back and forth as the room grew lighter. â€Å"Breakfast time,† he said eventually, casually – to prove, I'm sure, that he remembered all my human frailties. So I clutched my throat with both hands and stared at him with wide eyes. Shock crossed his face. â€Å"Kidding!† I snickered. â€Å"And you said I couldn't act!† He frowned in disgust. â€Å"That wasn't funny.† â€Å"It was very funny, and you know it.† But I examined his gold eyes carefully, to make sure that I was forgiven. Apparently, I was. â€Å"Shall I rephrase?† he asked. â€Å"Breakfast time for the human.† â€Å"Oh, okay.† He threw me over his stone shoulder, gently, but with a swiftness that left me breathless. I protested as he carried me easily down the stairs, but he ignored me. He sat me right side up on a chair. The kitchen was bright, happy, seeming to absorb my mood. â€Å"What's for breakfast?† I asked pleasantly. That threw him for a minute. â€Å"Er, I'm not sure. What would you like?† His marble brow puckered. I grinned, hopping up. â€Å"That's all right, I fend for myself pretty well. Watch me hunt.† I found a bowl and a box of cereal. I could feel his eyes on me as I poured the milk and grabbed a spoon. I sat my food on the table, and then paused. â€Å"Can I get you anything?† I asked, not wanting to be rude. He rolled his eyes. â€Å"Just eat, Bella.† I sat at the table, watching him as I took a bite. He was gazing at me, studying my every movement. It made me self-conscious. I cleared my mouth to speak, to distract him. â€Å"What's on the agenda for today?† I asked. â€Å"Hmmm†¦Ã¢â‚¬  I watched him frame his answer carefully. â€Å"What would you say to meeting my family?† I gulped. â€Å"Are you afraid now?† He sounded hopeful. â€Å"Yes,† I admitted; how could I deny it – he could see my eyes. â€Å"Don't worry.† He smirked. â€Å"I'll protect you.† â€Å"I'm not afraid of them,† I explained. â€Å"I'm afraid they won't†¦ like me. Won't they be, well, surprised that you would bring someone†¦ like me†¦ home to meet them? Do they know that I know about them?† â€Å"Oh, they already know everything. They'd taken bets yesterday, you know† – he smiled, but his voice was harsh – â€Å"on whether I'd bring you back, though why anyone would bet against Alice, I can't imagine. At any rate, we don't have secrets in the family. It's not really feasible, what with my mind reading and Alice seeing the future and all that.† â€Å"And Jasper making you feel all warm and fuzzy about spilling your guts, don't forget that.† â€Å"You paid attention,† he smiled approvingly. â€Å"I've been known to do that every now and then.† I grimaced. â€Å"So did Alice see me coming?† His reaction was strange. â€Å"Something like that,† he said uncomfortably, turning away so I couldn't see his eyes. I stared at him curiously. â€Å"Is that any good?† he asked, turning back to me abruptly and eyeing my breakfast with a teasing look on his face. â€Å"Honestly, it doesn't look very appetizing.† â€Å"Well, it's no irritable grizzly†¦Ã¢â‚¬  I murmured, ignoring him when he glowered. I was still wondering why he responded that way when I mentioned Alice. I hurried through my cereal, speculating. He stood in the middle of the kitchen, the statue of Adonis again, staring abstractedly out the back windows. Then his eyes were back on me, and he smiled his heartbreaking smile. â€Å"And you should introduce me to your father, too, I think.† â€Å"He already knows you,† I reminded him. â€Å"As your boyfriend, I mean.† I stared at him with suspicion. â€Å"Why?† â€Å"Isn't that customary?† he asked innocently. â€Å"I don't know,† I admitted. My dating history gave me few reference points to work with. Not that any normal rules of dating applied here. â€Å"That's not necessary, you know. I don't expect you to†¦ I mean, you don't have to pretend for me.† His smile was patient. â€Å"I'm not pretending.† I pushed the remains of my cereal around the edges of the bowl, biting my lip. â€Å"Are you going to tell Charlie I'm your boyfriend or not?† he demanded. â€Å"Is that what you are?† I suppressed my internal cringing at the thought of Edward and Charlie and the word boy friend all in the same room at the same time. â€Å"It's a loose interpretation of the word ‘boy,' I'll admit.† â€Å"I was under the impression that you were something more, actually,† I confessed, looking at the table. â€Å"Well, I don't know if we need to give him all the gory details.† He reached across the table to lift my chin with a cold, gentle finger. â€Å"But he will need some explanation for why I'm around here so much. I don't want Chief Swan getting a restraining order put on me.† â€Å"Will you be?† I asked, suddenly anxious. â€Å"Will you really be here?† â€Å"As long as you want me,† he assured me. â€Å"I'll always want you,† I warned him. â€Å"Forever.† He walked slowly around the table, and, pausing a few feet away, he reached out to touch his fingertips to my cheek. His expression was unfathomable. â€Å"Does that make you sad?† I asked. He didn't answer. He stared into my eyes for an immeasurable period of time. â€Å"Are you finished?† he finally asked. I jumped up. â€Å"Yes.† â€Å"Get dressed – I'll wait here.† It was hard to decide what to wear. I doubted there were any etiquette books detailing how to dress when your vampire sweetheart takes you home to meet his vampire family. It was a relief to think the word to myself. I knew I shied away from it intentionally. I ended up in my only skirt – long, khaki-colored, still casual. I put on the dark blue blouse he'd once complimented. A quick glance in the mirror told me my hair was entirely impossible, so I pulled it back into a pony tail. â€Å"Okay.† I bounced down the stairs. â€Å"I'm decent.† He was waiting at the foot of the stairs, closer than I'd thought, and I bounded right into him. He steadied me, holding me a careful distance away for a few seconds before suddenly pulling me closer. â€Å"Wrong again,† he murmured in my ear. â€Å"You are utterly indecent – no one should look so tempting, it's not fair.† â€Å"Tempting how?† I asked. â€Å"I can change†¦Ã¢â‚¬  He sighed, shaking his head. â€Å"You are so absurd.† He pressed his cool lips delicately to my forehead, and the room spun. The smell of his breath made it impossible to think. â€Å"Shall I explain how you are tempting me?† he said. It was clearly a rhetorical question. His fingers traced slowly down my spine, his breath coming more quickly against my skin. My hands were limp on his chest, and I felt lightheaded again. He tilted his head slowly and touched his cool lips to mine for the second time, very carefully, parting them slightly. And then I collapsed. â€Å"Bella?† His voice was alarmed as he caught me and held me up. â€Å"You†¦ made†¦ me†¦ faint,† I accused him dizzily. â€Å"What am I going to do with you?† he groaned in exasperation. â€Å"Yesterday I kiss you, and you attack me! Today you pass out on me!† I laughed weakly, letting his arms support me while my head spun. â€Å"So much for being good at everything,† he sighed. â€Å"That's the problem.† I was still dizzy. â€Å"You're too good. Far, far too good.† â€Å"Do you feel sick?† he asked; he'd seen me like this before. â€Å"No – that wasn't the same kind of fainting at all. I don't know what happened.† I shook my head apologeticallv, â€Å"I think I forgot to breathe.† â€Å"I can't take you anywhere like this.† â€Å"I'm fine,† I insisted. â€Å"Your family is going to think I'm insane anyway, what's the difference?† He measured my expression for a moment. â€Å"I'm very partial to that color with your skin,† he offered unexpectedly. I flushed with pleasure, and looked away. â€Å"Look, I'm trying really hard not to think about what I'm about to do, so can we go already?† I asked. â€Å"And you're worried, not because you're headed to meet a houseful of vampires, but because you think those vampires won't approve of you, correct?† â€Å"That's right,† I answered immediately, hiding my surprise at his casual use of the word. He shook his head. â€Å"You're incredible.† I realized, as he drove my truck out of the main part of town, that I had no idea where he lived. We passed over the bridge at the Calawah River, the road winding northward, the houses flashing past us growing farther apart, getting bigger. And then we were past the other houses altogether, driving through misty forest. I was trying to decide whether to ask or be patient, when he turned abruptly onto an unpaved road. It was unmarked, barely visible among the ferns. The forest encroached on both sides, leaving the road ahead only discernible for a few meters as it twisted, serpentlike, around the ancient trees. And then, after a few miles, there was some thinning of the woods, and we were suddenly in a small meadow, or was it actually a lawn? The gloom of the forest didn't relent, though, for there were six primordial cedars that shaded an entire acre with their vast sweep of branches. The trees held their protecting shadow right up to the walls of the house that rose among them, making obsolete the deep porch that wrapped around the first story. I don't know what I had expected, but it definitely wasn't this. The house was timeless, graceful, and probably a hundred years old. It was painted a soft, faded white, three stories tall, rectangular and well proportioned. The windows and doors were either part of the original structure or a perfect restoration. My truck was the only car in sight. I could hear the river close by, hidden in the obscurity of the forest. â€Å"Wow.† â€Å"You like it?† He smiled. â€Å"It†¦ has a certain charm.† He pulled the end of my ponytail and chuckled. â€Å"Ready?† he asked, opening my door. â€Å"Not even a little bit – let's go.† I tried to laugh, but it seemed to get stuck in my throat. I smoothed my hair nervously. â€Å"You look lovely.† He took my hand easily, without thinking about it. We walked through the deep shade up to the porch. I knew he could feel my tension; his thumb rubbed soothing circles into the back of my hand. He opened the door for me. The inside was even more surprising, less predictable, than the exterior. It was very bright, very open, and very large. This must have originally been several rooms, but the walls had been removed from most of the first floor to create one wide space. The back, south-facing wall had been entirely replaced with glass, and, beyond the shade of the cedars, the lawn stretched bare to the wide river. A massive curving staircase dominated the west side of the room. The walls, the high-beamed ceiling, the wooden floors, and the thick carpets were all varying shades of white. Waiting to greet us, standing just to the left of the door, on a raised portion of the floor by a spectacular grand piano, were Edward's parents. I'd seen Dr. Cullen before, of course, yet I couldn't help but be struck again by his youth, his outrageous perfection. At his side was Esme, I assumed, the only one of the family I'd never seen before. She had the same pale, beautiful features as the rest of them. Something about her heart-shaped face, her billows of soft, caramel-colored hair, reminded me of the ing? ¦nues of the silent-movie era. She was small, slender, yet less angular, more rounded than the others. They were both dressed casually, in light colors that matched the inside of the house. They smiled in welcome, but made no move to approach us. Trying not to frighten me, I guessed. â€Å"Carlisle, Esme,† Edward's voice broke the short silence, â€Å"this is Bella.† â€Å"You're very welcome, Bella.† Carlisle's step was measured, careful as he approached me. He raised his hand tentatively, and I stepped forward to shake hands with him. â€Å"It's nice to see you again, Dr. Cullen.† â€Å"Please, call me Carlisle.† â€Å"Carlisle.† I grinned at him, my sudden confidence surprising me. I could feel Edward's relief at my side. Esme smiled and stepped forward as well, reaching for my hand. Her cold, stone grasp was just as I expected. â€Å"It's very nice to know you,† she said sincerely. â€Å"Thank you. I'm glad to meet you, too.† And I was. It was like meeting a fairy tale – Snow White, in the flesh. â€Å"Where are Alice and Jasper?† Edward asked, but no one answered, as they had just appeared at the top of the wide staircase. â€Å"Hey, Edward!† Alice called enthusiastically. She ran down the stairs, a streak of black hair and white skin, coming to a sudden and graceful stop in front of me. Carlisle and Esme shot warning glances at her, but I liked it. It was natural – for her, anyway. â€Å"Hi, Bella!† Alice said, and she bounced forward to kiss my cheek. If Carlisle and Esme had looked cautious before, they now looked staggered. There was shock in my eyes, too, but I was also very pleased that she seemed to approve of me so entirely. I was startled to feel Edward stiffen at my side. I glanced at his face, but his expression was unreadable. â€Å"You do smell nice, I never noticed before,† she commented, to my extreme embarrassment. No one else seemed to know quite what to say, and then Jasper was there – tall and leonine. A feeling of ease spread through me, and I was suddenly comfortable despite where I was. Edward stared at Jasper, raising one eyebrow, and I remembered what Jasper could do. â€Å"Hello, Bella,† Jasper said. He kept his distance, not offering to shake my hand. But it was impossible to feel awkward near him. â€Å"Hello, Jasper.† I smiled at him shyly, and then at the others. â€Å"It's nice to meet you all – you have a very beautiful home,† I added conventionally. â€Å"Thank you,† Esme said. â€Å"We're so glad that you came.† She spoke with feeling, and I realized that she thought I was brave. I also realized that Rosalie and Emmett were nowhere to be seen, and I remembered Edward's too-innocent denial when I'd asked him if the others didn't like me. Carlisle's expression distracted me from this train of thought; he was gazing meaningfully at Edward with an intense expression. Out of the corner of my eye, I saw Edward nod once. I looked away, trying to be polite. My eyes wandered again to the beautiful instrument on the platform by the door. I suddenly remembered my childhood fantasy that, should I ever win a lottery, I would buy a grand piano for my mother. She wasn't really good – she only played for herself on our secondhand upright – but I loved to watch her play. She was happy, absorbed – she seemed like a new, mysterious being to me then, someone outside the â€Å"mom† persona I took for granted. She'd put me through lessons, of course, but like most kids, I whined until she let me quit. Esme noticed my preoccupation. â€Å"Do you play?† she asked, inclining her head toward the piano. I shook my head. â€Å"Not at all. But it's so beautiful. Is it yours?† â€Å"No,† she laughed. â€Å"Edward didn't tell you he was musical?† â€Å"No.† I glared at his suddenly innocent expression with narrowed eyes. â€Å"I should have known, I guess.† Esme raised her delicate eyebrows in confusion. â€Å"Edward can do everything, right?† I explained. Jasper snickered and Esme gave Edward a reproving look. â€Å"I hope you haven't been showing off- it's rude,† she scolded. â€Å"Just a bit,† he laughed freely. Her face softened at the sound, and they shared a brief look that I didn't understand, though Esme's face seemed almost smug. â€Å"He's been too modest, actually,† I corrected. â€Å"Well, play for her,† Esme encouraged. â€Å"You just said showing off was rude,† he objected. â€Å"There are exceptions to every rule,† she replied. â€Å"I'd like to hear you play,† I volunteered. â€Å"It's settled then.† Esme pushed him toward the piano. He pulled me along, sitting me on the bench beside him. He gave me a long, exasperated look before he turned to the keys. And then his fingers flowed swiftly across the ivory, and the room was filled with a composition so complex, so luxuriant, it was impossible to believe only one set of hands played. I felt my chin drop, my mouth open in astonishment, and heard low chuckles behind me at my reaction. Edward looked at me casually, the music still surging around us without a break, and winked. â€Å"Do you like it?† â€Å"You wrote this?† I gasped, understanding. He nodded. â€Å"It's Esme's favorite.† I closed my eyes, shaking my head. â€Å"What's wrong?† â€Å"I'm feeling extremely insignificant.† The music slowed, transforming into something softer, and to my surprise I detected the melody of his lullaby weaving through the profusion of notes. â€Å"You inspired this one,† he said softly. The music grew unbearably sweet. I couldn't speak. â€Å"They like you, you know,† he said conversationally. â€Å"Esme especially.† I glanced behind me, but the huge room was empty now. â€Å"Where did they go?† â€Å"Very subtly giving us some privacy, I suppose.† I sighed. â€Å"They like me. But Rosalie and Emmett†¦Ã¢â‚¬  I trailed off, not sure how to express my doubts. He frowned. â€Å"Don't worry about Rosalie,† he said, his eyes wide and persuasive. â€Å"She'll come around.† I pursed my lips skeptically. â€Å"Emmett?† â€Å"Well, he thinks I'm a lunatic, it's true, but he doesn't have a problem with you. He's trying to reason with Rosalie.† â€Å"What is it that upsets her?† I wasn't sure if I wanted to know the answer. He sighed deeply. â€Å"Rosalie struggles the most with†¦ with what we are. It's hard for her to have someone on the outside know the truth. And she's a little jealous.† â€Å"Rosalie is jealous of me?† I asked incredulously. I tried to imagine a universe in which someone as breathtaking as Rosalie would have any possible reason to feel jealous of someone like me. â€Å"You're human.† He shrugged. â€Å"She wishes that she were, too.† â€Å"Oh,† I muttered, still stunned. â€Å"Even Jasper, though†¦Ã¢â‚¬  â€Å"That's really my fault,† he said. â€Å"I told you he was the most recent to try our way of life. I warned him to keep his distance.† I thought about the reason for that, and shuddered. â€Å"Esme and Carlisle†¦ ?† I continued quickly, to keep him from noticing. â€Å"Are happy to see me happy. Actually, Esme wouldn't care if you had a third eye and webbed feet. All this time she's been worried about me, afraid that there was something missing from my essential makeup, that I was too young when Carlisle changed me†¦ She's ecstatic. Every time I touch you, she just about chokes with satisfaction.† â€Å"Alice seems very†¦ enthusiastic.† â€Å"Alice has her own way of looking at things,† he said through tight lips. â€Å"And you're not going to explain that, are you?† A moment of wordless communication passed between us. He realized that I knew he was keeping something from me. I realized that he wasn't going to give anything away. Not now. â€Å"So what was Carlisle telling you before?† His eyebrows pulled together. â€Å"You noticed that, did you?† I shrugged. â€Å"Of course.† He looked at me thoughtfully for a few seconds before answering. â€Å"He wanted to tell me some news – he didn't know if it was something I would share with you.† â€Å"Will you?† â€Å"I have to, because I'm going to be a little†¦ overbearingly protective over the next few days – or weeks – and I wouldn't want you to think I'm naturally a tyrant.† â€Å"What's wrong?† â€Å"Nothing's wrong, exactly. Alice just sees some visitors coming soon. They know we're here, and they're curious.† â€Å"Visitors?† â€Å"Yes†¦ well, they aren't like us, of course – in their hunting habits, I mean. They probably won't come into town at all, but I'm certainly not going to let you out of my sight till they're gone.† I shivered. â€Å"Finally, a rational response!† he murmured. â€Å"I was beginning to think you had no sense of self-preservation at all.† I let that one pass, looking away, my eyes wandering again around the spacious room. He followed my gaze. â€Å"Not what you expected, is it?† he asked, his voice smug. â€Å"No,† I admitted. â€Å"No coffins, no piled skulls in the corners; I don't even think we have cobwebs†¦ what a disappointment this must be for you,† he continued slyly. I ignored his teasing. â€Å"It's so light†¦ so open.† He was more serious when he answered. â€Å"It's the one place we never have to hide.† The song he was still playing, my song, drifted to an end, the final chords shifting to a more melancholy key. The last note hovered poignantly in the silence. â€Å"Thank you,† I murmured. I realized there were tears in my eyes. I dabbed at them, embarrassed. He touched the corner of my eye, trapping one I missed. He lifted his finger, examining the drop of moisture broodingly. Then, so quickly I couldn't be positive that he really did, he put his finger to his mouth to taste it. I looked at him questioningly, and he gazed back for a long moment before he finally smiled. â€Å"Do you want to see the rest of the house?† â€Å"No coffins?† I verified, the sarcasm in my voice not entirely masking the slight but genuine anxiety I felt. He laughed, taking my hand, leading me away from the piano. â€Å"No coffins,† he promised. We walked up the massive staircase, my hand trailing along the satin-smooth rail. The long hall at the top of the stairs was paneled with a honey-colored wood, the same as the floorboards. â€Å"Rosalie and Emmett's room†¦ Carlisle's office†¦ Alice's room†¦Ã¢â‚¬  He gestured as he led me past the doors. He would have continued, but I stopped dead at the end of the hall, staring incredulously at the ornament hanging on the wall above my head. Edward chuckled at my bewildered expression. â€Å"You can laugh,† he said. â€Å"It is sort of ironic.† I didn't laugh. My hand raised automatically, one finger extended as if to touch the large wooden cross, its dark patina contrasting with the lighter tone of the wall. I didn't touch it, though I was curious if the aged wood would feel as silky as it looked. â€Å"It must be very old,† I guessed. He shrugged. â€Å"Early sixteen-thirties, more or less.† I looked away from the cross to stare at him. â€Å"Why do you keep this here?† I wondered. â€Å"Nostalgia. It belonged to Carlisle's father.† â€Å"He collected antiques?† I suggested doubtfully. â€Å"No. He carved this himself. It hung on the wall above the pulpit in the vicarage where he preached.† I wasn't sure if my face betrayed my shock, but I returned to gazing at the simple, ancient cross, just in case. I quickly did the mental math; the cross was over three hundred and seventy years old. The silence stretched on as I struggled to wrap my mind around the concept of so many years. â€Å"Are you all right?† He sounded worried. â€Å"How old is Carlisle?† I asked quietly, ignoring his question, still staring up. â€Å"He just celebrated his three hundred and sixty-second birthday,† Edward said. I looked back at him, a million questions in my eyes. He watched me carefully as he spoke. â€Å"Carlisle was born in London, in the sixteen-forties, he believes. Time wasn't marked as accurately then, for the common people anyway. It was just before Cromwell's rule, though.† I kept my face composed, aware of his scrutiny as I listened. It was easier if I didn't try to believe. â€Å"He was the only son of an Anglican pastor. His mother died giving birth to him. His father was an intolerant man. As the Protestants came into power, he was enthusiastic in his persecution of Roman Catholics and other religions. He also believed very strongly in the reality of evil. He led hunts for witches, werewolves†¦ and vampires.† I grew very still at the word. I'm sure he noticed, but he went on without pausing. â€Å"They burned a lot of innocent people – of course the real creatures that he sought were not so easy to catch. â€Å"When the pastor grew old, he placed his obedient son in charge of the raids. At first Carlisle was a disappointment; he was not quick to accuse, to see demons where they did not exist. But he was persistent, and more clever than his father. He actually discovered a coven of true vampires that lived hidden in the sewers of the city, only coming out by night to hunt. In those days, when monsters were not just myths and legends, that was the way many lived. â€Å"The people gathered their pitchforks and torches, of course† – his brief laugh was darker now – â€Å"and waited where Carlisle had seen the monsters exit into the street. Eventually one emerged.† His voice was very quiet; I strained to catch the words. â€Å"He must have been ancient, and weak with hunger. Carlisle heard him call out in Latin to the others when he caught the scent of the mob. He ran through the streets, and Carlisle – he was twenty-three and very fast – was in the lead of the pursuit. The creature could have easily outrun them, but Carlisle thinks he was too hungry, so he turned and attacked. He fell on Carlisle first, but the others were close behind, and he turned to defend himself. He killed two men, and made off with a third, leaving Carlisle bleeding in the street.† He paused. I could sense he was editing something, keeping something from me. â€Å"Carlisle knew what his father would do. The bodies would be burned – anything infected by the monster must be destroyed. Carlisle acted instinctively to save his own life. He crawled away from the alley while the mob followed the fiend and his victim. He hid in a cellar, buried himself in rotting potatoes for three days. It's a miracle he was able to keep silent, to stay undiscovered. â€Å"It was over then, and he realized what he had become.† I'm not sure what my face was revealing, but he suddenly broke off. â€Å"How are you feeling?† he asked. â€Å"I'm fine,† I assured him. And, though I bit my lip in hesitation, he must have seen the curiosity burning in my eyes. He smiled. â€Å"I expect you have a few more questions for me.† â€Å"A few.† His smile widened over his brilliant teeth. He started back down the hall, pulling me along by the hand. â€Å"Come on, then,† he encouraged. â€Å"I'll show you.†

Coffee and Starbucks Background

Fourthly, the threats of substitute product is very likely to be high as coffee, juices, soft drinks, tea and many more can be easily substituted. In the mean time, consumers can also choose to go to pubs and bars and spend their time or to meet up to substituted struck. Lastly, the threat of competitor rivalry of struck in high as there are many presence of strong impetigo with deep pockets like Mcdonald's, coffee beans and dunking donuts. Not forgetting hundreds of small local coffee shops and houses fighting for the same market share. 7.Recommendation Based on the SOOT, PEST and Potter five forces that is conducted, I have made several recommendations. We can use concentric diversification to further expend the firms by making or obtaining new product and services which are related to the business. This is good for the business because it will bring down the cost and the main competencies can be move the the new business. Struck can also choose to use acquisition or restructuring diversification process to purchase other firms Or even merge with other firms to gain market share or even expend into a new market.Struck might also think of using differentiation strategy which involves conveying products and services that customers recognize as unique or special and must be better than what other people are doing in the same market. 8. Conclusion This is the completion of the environment analysis on struck in Singapore that have conducted. All in all with the SOOT analysis proves that struck s a very attractive company and struck is a very experienced company.PEST analysis that is conducted also proves that Singapore is a very safe and reliable country to invest in. Although Potters five forces shows that the industry is not very adjective but it also have some big limitations in today's market environment. Market environment sometimes changes as fast as we can anticipate but Potters five forces and other analysis can only serves as a guide to management to enab le them to think as a beginning for farther analysis. And vie made three suggestions base on all the analysis conducted.

Motor Coordination And Emotional Behavioral Problems

Developmental Psychology Name: Institution: Developmental Psychology Cairney, J., Veldhuizen, S., Szatmari, P. (2010). Motor coordination and emotional-behavioral problems in children. Current Opinion in Psychiatry, 23(4), 324-329. The authors did not conduct any primary research but relied on literature review of other peer-reviewed journal articles. The relevance of this article to the research is that it has a focus on the attachment theory and discusses the significance of emotionally meaningful, intimate and open relationships between children and parents. The researchers show that children exhibit sensitivity towards the circumstances under which the distress takes place and the responses they exhibited towards distress cues are not automatically compassionate. Ideally, they have the capacity to assess the context in which the distress takes place and adjust their compassion responses (Cairney, Veldhuizen Szatmari, 2010). This view is in agreement with the reviewed article from Week 2 because it also explores the Constructivism theory that po rtrays psychological development as a continuous process. Centers for Disease Control and Prevention (CDC). (2015). Child development: Preschoolers (3- 5 years of age). Retrieved from http://www.cdc.gov/ncbddd/childdevelopment/positiveparenting/preschoolers.html This article was researched and published by a reputable organization. It acknowledges the significance of parents continually evaluating their childrenShow MoreRelated Impact Of Prematurity On Development Essay example1380 Words   |  6 Pagesa variety of medical problems that affect some of them, they may have impaired mental or physical conditions, and they may be looked upon by others in their environment as slow, or they might be treated differently because they were premature. All of these factors, plus a few more that will be discussed, affect the development of preterm infants into their adolescent years, and sometimes beyond. nbsp;nbsp;nbsp;nbsp;nbsp;Many preterm babies are born with medical problems because they simply wereRead MoreFunctions and Structure of Neuroanatomy Essay1547 Words   |  7 Pagescarry out this process independently of other structures in the brain. It is through the connection with other centers, like the sensory centers where information from the outside world is formed, memory centers where information is stored, and the motor centers where the final decision to act is taken. The frontal lobes allow individuals to reflect before responding to events, without this ability there is no way to plan for the future. 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