Case Analysis Of Dippin Dots Marketing Essay

Case Analysis Of Dippin Dots Marketing Essay The case analysis of Dippin Dots utilizes tools such as Porters Five Forces Mode, Contingency Framework, SWOT analysis and Value Chain analysis to research Dippin Dots position. These tools have also been used to analyze its potential for the expansion of its franchises. From its inception, Dippin Dots has prided itself on being The Future of Ice Cream, but in recent years the company and the industry as a whole has been relatively flat. This case will review the issues as well as offer alternative solutions that might resolve some of the issues and issue recommendations that the company should consider. Introduction Dippin Dots is an ice cream snack that was created in 1987 by Curt Jones. This product was created by a patented six step flash-freezing process that uses liquid nitrogen. Currently Dippin Dots is operating over 400 franchise locations and is selling products such as ice cream, frozen yogurt as well as frozen ice (Dippin dots, inc., 2011). The company is currently utilizing the marketing slogan as its ice cream being Ice Cream of the Future Dippin Dots Inc. is a privately traded company meaning they do not offer or trade its company stock to the public or in the stock exchange. This company also has global licenses that reach to 10 different countries outside of the United States of America. Most of Dippin Dots are manufactured at their headquarters in Paducah, Kentucky. Dippin Dots believes that through its flash-freezing the ice cream ingredients would lock in flavor as well as freshness (More info, 2011). The company is home to the nations largest -50OF commercial walk in freezer. The once patented company lost its freezing process patent in 2007 through a series of lawsuits. This patent was deemed invalid because Jones had made over 800 sales of the product prior to applying for the patent (Dess, Lumpkin, Eisner, 2010, p. C209). Problem Statement Given the case study on Dippin Dots Ice cream a few problems have been identified. Firstly the company is faced with an issue of its previous customers becoming uninterested in the product. Secondly Dippin Dots has seen a significant reduction in franchising numbers since the year 2000. Finally the company is no longer the only company who offers flash-frozen ice cream. All of these factors have contributed to the recent stagnant growth of Dippin Dots. Through extensive research several recommendations will be made in this analysis to address the previously mentioned problems that Dippin Dots faced. Strategic Analysis Contingency Analysis Dippin Dots is facing an issue of whether or not they should continue to expand both its franchises in the midst of a flattened market or should it continue to reduce its number of franchises that it allows to operate. Dipping Dots can also expand into different markets with the most popular being the in-home ice cream market which it has stayed away from in years past do to the shelf life of the product. The contingency analysis below will analyze the different market conditions scenarios and the possible consequences and outcomes that the company might face. Market Condition Scenarios /Possible Consequences Market Continues to flatten out Market starts to grow/ Buyer spending increases Cut back on number of franchises globally Cutting back the number of franchises will cut down some of the overhead expenses for the company if the market continues its trend of flattening out This is the more likely of the two scenarios. If the company continues to cut back on the number of franchises that it has globally and the markets grow then it might not be able to handle the demand for that product which will give competition an advantage if they are better equipped. This is the less likely of the two scenarios. Keep number of franchises where they are This strategy will be more costly than the option to cut back the number of franchises like it has been doing over the past several years. If the market starts to grow then this will be a profitable option. While this decision is profitable the company must be cautious to not over expand in case the market shrinks again. Continue to expand in to different markets such as the in-home ice cream market If the market continues to react the way it is currently, this would result in a failure of entering a new target market. This new target market coupled with a growing market could prove to be one of the most profitable options for Dippin Dots. Value Chain Analysis The value chain analysis of Dippin dots is fairly typical. The different aspects that make up this analysis are its franchising opportunities, finance department and financial information, technical development, marketing and how it converts its traffic to buyers Franchising Dippin Dots, Inc. has very strict rules when it comes to its franchising opportunities. Dippin Dots offers two types of franchising opportunities: an event-based opportunity and a store-based opportunity. In 2008 the initial franchise fee was $12,500 just to be able to use the name. This also came with an initial investment range that topped out close to a quarter-million dollars (Book, p.c208). The companies website gives extra criteria in which owners must meet before they can become a franchise. A few examples of the criteria includes: the location has to be around great neighbors (beach, tourist areas, movie theatres or restaurants) and have great space (good visibility, strong mixture of pedestrian and auto traffic, must be within 800-1000 sq feet and have appropriate signage) (Dippin dots franchising, 2011). Finance Dippin Dots is a privately traded company which makes its financial records and information on its financial department virtually impossible to find. While researching financial information and information about the finance department, the only relevant information that could be accessed was that the director of finance is Sheri Dikin (Dippin dots, inc., 2011). Technical Development (R D) Innovation has always been the driving force behind Dippin Dots, Inc. Their Research and Development departments are constantly looking for the next big thing. New products, such as Coffee Dots, are hopeful in the efforts of Dippin Dots to return to the top of the innovative throne. Marketing Marketing could very easily be a strong point for Dippin Dots. Each of the companies 400 franchises place  ½% into the companies overall advertising fund (Dess, Lumpkin, Eisner, 2010, p. C209). While most marketing it targeted at youth, one set of marketing techniques proved to be highly successful. One thing that consumer value is the approval from celebrities. In 2008 Oprah Winfrey had Curt Jones on her show to talk about the product and after she tasted it, she gave Dippin Dots a thumbs-up approval (Horovitz, 2009). Conversion from traffic to buyers The bulk of Dippin Dots sales are based at what the company calls Fun Places. The organization classifies theme parks, major league sports venues and water parks (The original beaded, 2007). Dippin dots is also starting to be involved in on-line sales with the product being delivered in a cooler packed in dry ice. SWOT Analysis Strengths Weaknesses Innovative Product Brand Recognition Advertising Fund High Prices Limited places that the product can be sold Storage Issues Target Marketing Opportunities Threats In-Home ice-cream market Different forms of Ice-cream Competitors such as Frosty Bites and Mini Melts Strengths: The first strength for Dippin Dots is what made them famous, their innovative product. Dippin Dots has claimed to re-invent ice-cream (The original beaded, 2007). Innovation is has a great impact on consumers, especially when its based on a technology that hasnt been seen or used before. This was the case with the flash-freezing technique that Dippin Dots employed. Dippin Dots also has a brand recognition that gives them a slight advantage of its competitors. Being the market share leader in high profile locations gives Dippin Dots a brand that is viewed hand in hand with Fun Venues. Any franchise of Dippin Dots must agree to give one-half of one percent to the general advertising fun. This creates strength because with over 400 franchises worldwide, Dippin Dots advertises globally instead of having each individual store be held accountable for its own advertising expenses. This allows for the company to be more unified in its advertising efforts. Weaknesses: The first weakness of Dippin Dots is its extremely high prices. Prices range from an individual Pre-Packaged Dots for $2.50 to a 2.5 gallon tub for $50.00 (Check out dippin', 2011). These high prices are an extreme weakness since the market for ice-cream products as well as an overall buyer downturn in America. Coupled with high prices, Dippin Dots is weakened in the locations in which they can sell their products. The product has to be served at sub-zero temperatures, -10 to -20 to be exact. This makes it nearly impossible to be consumed unless it is near a retail location (Dess, Lumpkin, Eisner, 2010, p.c205). This also causes storage issues. Because of the fact that Dippin Dots can only hold it shape for roughly 2 weeks any type of inventory is virtually impossible. This means that if they dont sell their product it goes to waste within two weeks. Target marketing is usually a good thing and it is the first step in creating a marketing plan. For Dippin Dots it was act ually the opposite. Dippin Dots targeted a market that consisted of a younger demographic (The original beaded, 2007). Limiting your demographic, in this case, will also limit your profits. Some of Dippin Dots customers feel like they are being ignored and want something new to keep up with their claim of being the ice-cream of the future. Opportunities: This case only revealed one opportunity for Dippin Dots. Based on one of the companys weaknesses, the move from solely an out-of-home ice-cream company to one that encompasses in-home as well could be very promising as well as profitable. Exploring this market would be difficult based upon the shelf-life of the product, but if Dippin Dots was able to fix this it would add a convenience factor to the marketability of the product. For instance, if you wanted to curb your craving for Dippin Dots at 2am on a Sunday morning, the way the company was set up in the case wouldnt allow you to get any of their products. If there was some way to enhance their product to where it could be bought and frozen in a household freezer, the product becomes that much more valuable and convenient. Also based upon the 2008 numbers there is an $8.9 billion on ice cream products that were strictly for at-home consumption (Dess, Lumpkin, Eisner, 2010, p. c205). Threats: Dippin Dots faces a few threats based off of the information given in this case. The first threat is the presence of different types of ice cream. Most of the novelty ice creams could be found at local supermarkets and at a cheaper price. This brings into question, how willing is the buyer to be loyal to Dippin Dots when it can get the other types of ice cream wherever they desire. Secondly the competition from companies who offer the same flash-frozen ice cream is starting to become an issue. If companies like Frosty Bites are marketing its nitrogen frozen ice cream as The Ultimate Ice Cream Sensation and the failed lawsuit to halt Frosty Bites production, it will be hard for Dippin Dots to contain as much of the market share as it currently has (Mehl, 2004). Five Forces Analysis The reasoning behind Michael Porters five forces analysis is to be a model for industry analysis. This is done on an industry by industry basis because different industries can sustain different rates and levels of profitability. This analysis takes into consideration the variance in industry structures. Dippin Dots is classified to be in the frozen dairy industry. The degree of rivalry The degree of rivalry in the frozen dairy industry is relatively high. Not only does Dippin Dots compete with other flash-frozen companies such as Frosty Bites and Mini Melts but they are also in competition with their more traditional counterparts. According to the yahoo directory, there are currently 43 companies who sell ice cream and frozen dairy products nationally, with more companies selling world-wide (Yahoo! directory, 2011). This rivalry is fuelled by the availability of most products. Nearly every convenience store and grocery store that you go to sells multiple brands of ice cream or other frozen dairy products. Based upon a high buyer power companies in this industry must compete to have a quality product that its consumers must enjoy and offer it at the lowest price that they can. The threat of new entrants The threat of new entry for the frozen dairy industry is extremely low. There are several barriers to entry that a company must fight through in order to join the industry. Each of the eight sections that are categorized in the frozen dairy industry has different and high standards that are regulated by the federal government (Dess, Lumpkin, Eisner, 2010, p.c205). Things such as different percentages of fat content, weight per gallon and package size make smaller companies with less cash flow for RD nearly impossible to be successful. High start-up costs are another determining factor as to why the threat of new entry is low. Porter says that one thing that would make threat of new entry low is if brand names are well-known. In this industry there are several known brand names including: Dippin Dots, Good Humor, Ben Jerrys and Klondike. The threat of substitutes There is a medium threat of substitutes. The frozen dairy industry is mostly consumed by the same consumers of other desert. If something was to go on with the currently flat industry, many of the consumers would be able to switch to items such as cakes and pies and other deserts. This makes the probability of product substitution high. With this being known the frozen dairy industry has to find more ways to make customers want the frozen dairy products over alternative dairy products. Currently there is also a trend of consumers heading towards a more health-conscious treats (Dess, Lumpkin, Eisner, 2010, p.c205). Buyer power The buyer power for the frozen dairy industry is mixed. There are two types of buyers for this market, there are the individual consumers and then there are the retail clients. Individual consumers are more brand-conscious when it comes to this market, meaning that they look at the brand first before they look at the price. Retail clients are the opposite. While frozen diary is a multi-billion dollar industry, it does not make up a significant portion of a food retailers business, which will increase buyer power and heighten price sensitivity at the same time (Ice cream in, 2008, p. 15). The buyer power becomes mixed due to the fact that the consumer still drives the retailers purchases based upon their demand. Supplier power Overall the supplier power for frozen dairy products is moderate. In regards to large manufacturers there is a strong negotiating position and there is also an absence of fixed-term agreements. This makes for the cost of switching suppliers and supplier power to be low (Ice cream in, 2008, p.15). The dairy companies are slightly larger than most of the frozen dairy product companies, and since the companies must maintain a certain level of quality the strength of dairy suppliers is relatively high. Alternative Solutions Utilize the innovation that brought you your initial success Dippin Dots must get back to doing some innovative things that brought them their success from the companys inception. Curt Jones and the rest of his executive staff must make their products stand out at a time in which the market for frozen dairy is stagnant. Its recent efforts have shown that they are taking a step in that direction. In 2009 Jones mentioned that the company was going to try and take its innovative lead business a step further. Keeping the same flash-frozen technique, Jones has gone on record to say that he will be offering coffee dots. All you would need to do is add hot water and the consumer would have freshly brewed coffee. He has affectionately given Coffee Dots the same slogan as its ice cream counterparts by calling it The Coffee of the Future (Horovitz, 2009). Dippin Dots needs to pump money into its Research and development team to find the next big things that will help their company if not the whole industry out of the slump that it currently faces. Dippi ng Dots has made its money being ahead of the curve and without added funding to its RD other competitors may take that competitive advantage. Get rid of targeted market Target marketing in a business strategy is very risky. Targeting a certain market may be risky since it can hamper the organizations ability to quickly respond to changes in the markets condition and needs (Dess, Lumpkin, Eisner, 2009, p.252). With target marketing a narrow segment can be accessed less expensively through outlets such as the internet. Dippin Dots was targeting the youth which seemed like a good idea at first. The problem with targeting the youth is that they become older and then they arent targeted again. As seen in the case the adults who still purchase the product are looking for something different from the brand. One customer went on record as saying How can this stuff keep continuing to call itself the ice cream of the future? Well the future is now (Dess, Lumpkin, Eisner, 2010, p.c209). Integrate more health conscious items to the company Frozen dairy products arent considered to be the healthiest of industries. By definition ice cream must have at least 10 percent butterfat in it before the additions of its bulky ingredients (Dess, Lumpkin, Eisner, 2010, p.c205). In recent years there has been a trend towards a more healthy option for after dinner treats. Companies like Nestle and Haagen-Dazs have been offering a low-fat option since 2004. Coupled with the fact that the company needs to be more innovative, it must also become more health-conscious. With a number of consumers going to healthy alternatives such as frozen yogurt and smoothies, Dippin Dots must do something to ensure that they are not losing their consumer base. Increasing product differentiation will also allow them to reach out to a broader market. They must be careful not to go away from the product that made them so successful, but reach out to different markets such as the health-friendly market. Doing something as simple as offering a no-sugar pro duct will show its diabetic consumers, who might not been able to eat the normal product, that they are concerned about them as well. Take no action Doing nothing is always an option. This option poses the most risk for Dippin Dots. If the market continues to flatten out like it currently is, then Dippin Dots and the rest of the market could find itself in more trouble than they currently are. Many would agree that this reactive stance might not be the best stance in regards to growth, if the market continues in the slum that it is in Dippin Dots could potentially save itself a lot of money in the long run. This alternative may also allow for competition to move ahead if Dippin Dots sits back and waits for the market to improve. Recommendations In regards to the overall United States economy, it is recommended that Dippin Dots should continue its expansion efforts and broaden its target market. Based off the above analysis there are a few steps in which Dippin Dots can approach the current problems faced with the following steps: Focus on creating a non- seasonal product that you can market equally year round. (Coffee Dots or Smoking Joes a good start) Keep innovative breakthroughs secret and ensure that all patents are filed correctly. This will hinder competitors from stealing ideas. Put the advertising fund to good use. Continue to build brand equity through the use of celebrities such as Shaq and Oprah. Switch slogan. Ice Cream of the future isnt as promising as it initially was. This approach will allow Dippin Dots to continue to have a competitive advantage with its innovative efforts through its Research Development departments. Currently Dippin Dots has brand recognition advantages over its competition but without working on some of its weaknesses one of the other competitors might close in on the market share. Conclusion The frozen dairy industry and Dippin Dots has faced a reasonably flat market over the past decade. This has made the company reduce its number of franchises in every year since 2005. Dippin Dots has also fluctuated on its position on Entrepreneurs Franchise 500 lists. Through careful analysis of the company and the industry I have illustrated a few alternative solutions for the company that might stimulate potential growth as well as made some recommendations that Dippin Dots should strongly consider. Since Dippin Dots is a privately traded company, its financial records arent made public. These financial records could have given more insight to the financial health of the company and could have yielded some other recommendations. One thing that became completely evident through this case analysis, Dippin Dots must continue to build upon its brand equity and sustain its innovative advantages over its competitors if it wants to stay relevant in its industry.

Love And Lovability (wuthering :: essays research papers fc

Love and Lovability   Ã‚  Ã‚  Ã‚  Ã‚  “There is no character in Wuthering Heights who is completely lovable, who wins our sympathy completely.';(Bloom 99) Love, in one way or another is the force which makes people unlikable. In Emily Bronte’s Wuthering Heights, people’s adoration for one another is the reason why no character is completely lovable. Receiving too much attention spoiled Catherine Earnshaw. Heathcliff was disliked because he had to grow up without a real family to love him. Finally, Hindley turned into a pitiful man because of the love that he lost. For some, affection can change people for the better, but for others love can be a poison for their souls.   Ã‚  Ã‚  Ã‚  Ã‚  Being the only daughter, Catherine was endeared by all those around her. The unwavering love that her family and friends gave her soured her disposition. While on a business trip, her father told his children that they could choose any gift that they wanted. Catherine, being a good rider, “chose a whip.';(40) When she learned that Heathcliff was the reason why she did not get her present, she responded “by grinning and spitting at the stupid little thing.';(41) Since she was used to getting everything that she wanted, she became haughty and had no respect for other people’s feelings.';   Ã‚  Ã‚  Ã‚  Ã‚  “Why canst thou not always be a good lass, Cathy?';   Ã‚  Ã‚  Ã‚  Ã‚  And she turned her face up to his, and laughed, and answered,   Ã‚  Ã‚  Ã‚  Ã‚  “Why cannot you always be a good man, Father?'; (47) Even on his deathbed, Catherine chose to vex her father instead of comforting him. Catherine’s faults, which can be attributed to her rich upbringing, do not endear her to readers.   Ã‚  Ã‚  Ã‚  Ã‚  Heathcliff, being the villain of the tale, is the most horrid character in Wuthering Heights. He manipulates everyone around him and has no regard for anyone but himself. His rotten nature can be traced back to his early years when he was a “poor, fatherless child.';(43) The lack of parental love and guidance made his life a difficult one. Heathcliff was an unwanted child who brought turmoil to a previously happy household. “So from the very beginning, he bred bad feelings in the house.';(42) Instead of rising from his poor position, he degenerated into an evil beast. When Catherine had begun to spend more time at Thrushcross Grange with the Linton’s, Heathcliff lost his self-respect and dignity. “If he were careless and uncared for before Catherine’s absence, he had been ten times more so since.

Frostbite Chapter 22

TWENTY-TWO HORROR AND SHOCK CONSUMED ME, so much so that I thought my soul would shrivel, that the world would end right then and there- because surely, surely it couldn't keep going on after this. No one could keep going on after this. I wanted to shriek my pain to the universe. I wanted to cry until I melted. I wanted to sink down beside Mason and die with him. Elena released me, apparently deciding I posed no danger positioned as I was between her and Isaiah. She turned toward Mason's body. And I stopped feeling. I simply acted. â€Å"Don't. Touch. Him.† I didn't recognize my own voice. She rolled her eyes. â€Å"Good grief, you're annoying. I'm started to see Isaiah's point- you do need to suffer before dying.† Turning away, she knelt down to the floor and flipped Mason over onto his back. â€Å"Don't touch him!† I screamed. I shoved her with little effect. She shoved back, nearly knocking me over. It was all I could do to steady my feet and stay upright. Isaiah looked on with amused interest; then his gaze fell to the floor. Lissa's chotki had fallen out of my coat pocket. He picked it up. Strigoi could touch holy objects- the stories about them fearing crosses weren't true. They just couldn't enter holy ground. He flipped the cross over and ran his fingers over the etched dragon. â€Å"Ah, the Dragomirs,† he mused. â€Å"I'd forgotten about them. Easy to. There's what, one? Two of them left? Barely worth remembering.† Those horrible red eyes focused on me. â€Å"Do you know any of them? I'll have to see to them one of these days. It won't be very hard to- â€Å" Suddenly, I heard an explosion. The aquarium burst apart as water shot out of it, shattering the glass. Pieces of it flew toward me, but I barely noticed. The water coalesced in the air, forming a lopsided sphere. It began to float. Toward Isaiah. I felt my jaw drop as I stared at it. He watched it too, more puzzled than scared. At least until it wrapped around his face and started suffocating him. Much like the bullets, suffocation wouldn't kill him. But it could cause him a hell of a lot of discomfort. His hands flew to his face, desperately trying to â€Å"pry† the water away. It was no use. His fingers simply slipped through. Elena forgot about Mason and jumped to her feet. â€Å"What is it?† she shrieked. She shook him in an equally useless effort to free him. â€Å"What's happening?† Again, I didn't feel. I acted. My hand closed around a large piece of glass from the broken aquarium. It was jagged and sharp, cutting into my hand. Sprinting forward, I plunged the shard into Isaiah's chest, aiming for the heart I'd worked so hard to find in practice. Isaiah emitted a strangled scream through the water and collapsed to the floor. His eyes rolled back in his head as he blacked out from the pain. Elena stared, as shocked as I'd been when Isaiah had killed Mason. Isaiah wasn't dead, of course, but he was temporarily down for the count. Her face clearly showed she hadn't thought that was possible. The smart thing at that point would have been to run toward the door and the sun's safety. Instead, I ran in the opposite direction, toward the fireplace. I grabbed one of the antique swords and turned back toward Elena. I didn't have far to go, because she'd recovered herself and was heading toward me. Snarling with rage, she tried to grab me. I had never trained with a sword, but I had been taught to fight with any makeshift weapon I could find. I used the sword to keep distance between us, my motions clumsy but effective for the time being. White fangs flashed in her mouth. â€Å"I am going to make you- â€Å" â€Å"Suffer, pay, regret I was ever born?† I suggested. I remembered fighting with my mom, how I'd been on the defensive the whole time. That wouldn't work this time. I had to attack. Jabbing forward, I tried to land a blow on Elena. No luck. She anticipated my every move. Suddenly, from behind her, Isaiah groaned as he started to come around. She glanced back, the smallest of motions that let me swipe the sword across her chest. It cut the fabric of her shirt and grazed the skin, but nothing more. Still, she flinched and looked down in panic. I think the glass going through Isaiah's heart was still fresh in her mind. And that was what I really needed. I mustered all my strength, drew back, and swung. The sword's blade hit the side of her neck, hard and deep. She gave a horrible, sickening cry, a shriek that made my skin crawl. She tried to move toward me. I pulled back and hit again. Her hands clutched at her throat, and her knees gave way. I struck and struck, the sword digging deeper into her neck each time. Cutting off someone's head was harder than I'd thought it would be. The old, dull sword probably wasn't helping. But finally, I gained enough sense to realize she wasn't moving. Her head lay there, detached from her body, her dead eyes looking up at me as though she couldn't believe what had happened. That made two of us. Someone was screaming, and for a surreal second, I thought it was still Elena. Then I lifted my eyes and looked across the room. Mia stood in the doorway, eyes bugging out and skin tinged green like she might throw up. Distantly, in the back of my mind, I realized she was the one who'd made the aquarium explode. Water magic apparently wasn't worthless after all. Still a bit shaken, Isaiah tried to rise to his feet. But I was on him before he could fully manage it. The sword sang out, wreaking blood and pain with each blow. I felt like an old pro now. Isaiah fell back to the floor. In my mind, I kept seeing him break Mason's neck, and I hacked and hacked as hard as I could, as though striking fiercely enough might somehow banish the memory. â€Å"Rose! Rose!† Through my hate-filled haze, I just barely detected Mia's voice. â€Å"Rose, he's dead!† Slowly, shakily, I held back the next blow and looked down at his body- and the head no longer attached to it. She was right. He was dead. Very, very dead. I looked at the rest of the room. There was blood everywhere, but the horror of it didn't really register with me. My world had slowed down, slowed down to two very simple tasks. Kill the Strigoi. Protect Mason. I couldn't process anything else. â€Å"Rose,† whispered Mia. She was trembling, her words filled with fear. She was afraid of me, not the Strigoi. â€Å"Rose, we have to go. Come on.† I dragged my eyes away from her and looked down at Isaiah's remains. After several moments, I crawled over to Mason's body, still clutching the sword. â€Å"No,† I croaked out. â€Å"I can't leave him. Other Strigoi might come†¦.† My eyes burned like I desperately wanted to cry. I couldn't say for sure. The bloodlust still pounded in me, violence and rage the only emotions I was capable of anymore. â€Å"Rose, we'll come back for him. If other Strigoi are coming, we have to get out.† â€Å"No,† I repeated, not even looking at her. â€Å"I'm not leaving him. I won't leave him alone.† With my free hand, I stroked Mason's hair. â€Å"Rose- â€Å" I jerked my head up. â€Å"Get out!† I screamed at her. â€Å"Get out, and leave us alone.† She took a few steps forward, and I lifted the sword. She froze. â€Å"Get out,† I repeated. â€Å"Go find the others.† Slowly, Mia backed up toward the door. She gave me one last, desperate look before running outside. Silence fell, and I relaxed my hold on the sword but refused to let it go. My body sagged forward, and I rested my head on Mason's chest. I became oblivious to everything: to the world around me, to time itself. Seconds could have passed. Hours could have passed. I didn't know. I didn't know anything except that I couldn't leave Mason alone. I existed in an altered state, a state that just barely kept the terror and grief at bay. I couldn't believe Mason was dead. I couldn't believe I'd just summoned death. So long as I refused to acknowledge either, I could pretend they hadn't happened. Footsteps and voices eventually sounded, and I lifted my head up. People poured in through the door, lots of them. I couldn't really make out any of them. I didn't need to. They were threats, threats I had to keep Mason safe from. A couple of them approached me, and I leapt up, lifting the sword and holding it protectively over his body. â€Å"Stay back,† I warned. â€Å"Stay away from him.† They kept coming. â€Å"Stay back!† I yelled. They stopped. Except for one. â€Å"Rose,† came a soft voice. â€Å"Drop the sword.† My hands shook. I swallowed. â€Å"Get away from us.† â€Å"Rose.† The voice spoke again, a voice that my soul would have known anywhere. Hesitantly, I let myself finally become aware of my surroundings, let the details sink in. I let my eyes focus on the features of the man standing there. Dimitri's brown eyes, gentle and firm, looked down on me. â€Å"It's okay,† he said. â€Å"Everything's going to be okay. You can let go of the sword.† My hands shook even harder as I fought to hold on to the hilt. â€Å"I can't.† The words hurt coming out. â€Å"I can't leave him alone. I have to protect him.† â€Å"You have,† said Dimitri. The sword fell out of my hands, landing with a loud clatter on the wooden floor. I followed, collapsing on all fours, wanting to cry but still unable to. Dimitri's arms wrapped around me as he helped me up. Voices swarmed around us, and one by one, I recognized people I knew and trusted. He started to tug me toward the door, but I refused to move just yet. I couldn't. My hands clutched his shirt, crumpling the fabric. Still keeping one arm around me, he smoothed my hair back away from my face. I leaned my head against him, and he continued stroking my hair, murmuring something in Russian. I didn't understand a word of it, but the gentle tone soothed me. Guardians were spreading throughout the house, examining it inch by inch. A couple of them approached us and knelt by the bodies I refused to look at. â€Å"She did that? Both of them?† â€Å"That sword hasn't been sharpened in years!† A funny sound caught in my throat. Dimitri squeezed my shoulder comfortingly. â€Å"Get her out of here, Belikov,† I heard a woman say behind him, her voice familiar. Dimitri squeezed my shoulder again. â€Å"Come on, Roza. It's time to go.† This time, I went. He guided me out of the house, holding onto me as I managed each agonizing step. My mind still refused to really process what had happened. I couldn't do much more than follow simple directions from those around me. I eventually ended up on one of the Academy's jets. Engines roared around us as the plane lifted off. Dimitri murmured something about coming back shortly and left me alone in my seat. I stared straight ahead, studying the details of the seat in front of me. Someone sat beside me and draped a blanket over my shoulders. I noticed then just how badly I was shivering. I tugged at the edges of the blanket. â€Å"I'm cold,† I said. â€Å"How am I so cold?† â€Å"You're in shock,† Mia answered. I turned and looked at her, studying her blond curls and big blue eyes. Something about seeing her unleashed my memories. It all tumbled back. I squeezed my eyes shut. â€Å"Oh God,† I breathed. I opened my eyes and focused on her again. â€Å"You saved me- saved me when you blew up the fish tank. You shouldn't have done it. You shouldn't have come back.† She shrugged. â€Å"You shouldn't have gone for the sword.† Fair point. â€Å"Thank you,† I told her. â€Å"What you did †¦ I never would have thought of that. It was brilliant.† â€Å"I don't know about that,† she mused, smiling ruefully. â€Å"Water isn't much of a weapon, remember?† I choked on a laugh, even though I really didn't find my old words that funny. Not anymore. â€Å"Water's a great weapon,† I said finally. â€Å"When we get back, we'll have to practice ways to use it.† Her face lit up. Fierceness shone out from her eyes. â€Å"I'd like that. More than anything.† â€Å"I'm sorry †¦ sorry about your mom.† Mia simply nodded. â€Å"You're lucky to still have yours. You don't know how lucky.† I turned and stared at the seat again. The next words out of my mouth startled me: â€Å"I wish she was here.† â€Å"She is,† said Mia, sounding surprised. â€Å"She was with the group that raided the house. Didn't you see her?† I shook my head. We lapsed into silence. Mia stood up and left. A minute later, someone else sat down beside me. I didn't have to see her to know who she was. I just knew. â€Å"Rose,† said my mother. For once in my life, she sounded unsure of herself. Scared, maybe. â€Å"Mia said you wanted to see me.† I didn't answer. I didn't look at her. â€Å"What†¦what do you need?† I didn't know what I needed. I didn't know what to do. The stinging in my eyes grew unbearable, and before I knew it, I was crying. Big, painful sobs seized my body. The tears I'd held back so long poured down my face. The fear and grief I'd refused to let myself feel finally burst free, burning in my chest. I could scarcely breathe. My mother put her arms around me, and I buried my face in her chest, sobbing even harder. â€Å"I know,† she said softly, tightening her grip on me. â€Å"I understand.†

Link Between Education And Psychology Essay - 2175 Words

ED4007: In 2000 words explain your understanding of the link between Education and Psychology and how this enables us to be better educators and educated. INTRODUCTION Education and psychology are interrelated subjects. In order to explain the details of this topic, it is very important to define both subjects. The word psychology is from two Greek words ‘psyche ‘and ‘logos’. These two words were joined together to mean ‘mind consciousness and behaviour’. Therefore Psychology is the logical study of the mind and behaviour. This assignment is set out to identify the links or relationship between Education and Psychology. It also seeks to demonstrate my understanding of these links and explain how the relationship or link enables better educational experiences for both the educators and the learners (educated). Education is the act or process of imparting or acquiring knowledge, and hence, requires the adjustment of behaviour in a controlled environment. 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