Vinamilk Marketing Analysis

Vinamilk Marketing Analysis This report aims to analyse how the strategic operational process and management contributed to the business vision of Vinamilk ¹ which is becoming the leading milk products manufacturer in Vietnam. First of all, by identifying precisely customers expectations of company products, the operations performance objectives will be determined in order to make the process of producing and delivering products could be processed efficiently. These objectives are aiming for the final purpose of the whole process is providing products in a way that maximise customers satisfaction. Secondly, the performance objectives identified in the previous part will then be translated into significant action which is designing the manufacturing process. Put simply, manufacturing process of the company will be designed appropriate for what the company is trying to achieve. The chosen process design also needs to match with the characteristics of an output resources and it is manifested through lay-out. Finally, some recommendations will be provided in order to overcome the shortcomings that the company has been facing in managing its production and delivery process 1.1 Background of company Vinamilk company established in 1976 as the Southern Coffee-Dairy Company, then renamed to United Enterprises of Milk Coffee Cookies and Candies I in 1978 and finally Vietnam Dairy Company was formally established in 1993. In 2003, follows its IPO to the Ho Chi Minh Stock Exchange, the company legally changed its name to Vietnam Dairy Products Joint Stock Company (VINAMILK). The company is a state owned enterprise in which the government owns about 50.01 % of the shares and the rest of the shares are currently active trading at the Ho Chi Minh Stock Exchange.The principal activities of Vinamilk are manufacturing and distributing products derived from milk such as fresh-milk, condensed milk, powdered milk, yogurts, ice-cream, cheese and others drinks such as fruit juice and soya milk. According to Euromonitor, it has been the number dairy player in Vietnam for the three years ending 31 December 2007.From its equitization in November 2003 to now, the sales of Vinamilk have experienced an average growth rate of 21%/year. In 2009, total sales of Vinamilk have reached a record of over VND 10,000 billion and its profit also has got the highest amount ever before.Vinamilks main competitors and Dutch Lady Vietnam, a division of Friesland Foods, Nestlà © Vietnam, Abbott, Mead Johnson, Friso and Nutifood Customer Basically, when any company decides to enter a market, identifying its target markets is the very important thing needed to do. By doing so, a company will define precisely the groups of particular customers it wants to serve and therefore could get right products or services to a right person or company. In order to target the market, a company would firstly segment its market into smaller segments, each segment is a group of purchasers with the same set of needs and buyer behavior Back to Vinamilk, by breaking up its market based on analysing demographic and geographic variables, it can be seen that Vinamilks goal is to satisfy all customers from kids to elder in any occupation. Especially, the group of kids under 14-years-old is considered the target market that Vinamilk wants to come forwards. In the present time, Vinamilks segment in rural areas and small towns has been weak, thus, this segment will also become the target market which Vinamilk want to focus more in the early fu ture. With the products which is directly refers to the health of customers as Vinamilks products, quality always is the issue that the customers care the most. Products need to match with the requirement for hygienic and safety food and the ingredients need to be ensured their orginal resources. Otherwise, different customers will have different taste and different preferences, but generally their preference always change, they could also willing to try a new product, new flavor or even the same products with a new layout design. In addition, one of the most important element when choosing a product is price, a product with good quality and acceptable price in comparison with other products will be regarded as a sucessful product. These three elements mentioned above are the requirements of customers to Vinamilk products. After packaging, products are delivered to consumers through two distribution channels: Traditional channel Distributors à ¢Ã¢â‚¬  Ã¢â‚¬â„¢ Outlets à ¢Ã¢â‚¬  Ã¢â‚¬â„¢ Consumers Modern trade Supermarkets / Metro à ¢Ã¢â‚¬  Ã¢â‚¬â„¢ Consumers The distributors, supermakets and outlets are regarded as the internal customers of the company in the supply chain. Delivering products on time is considered the most important thing in which the company needs to concern. If the delivery process because of some reasons are delayed, it will lead to many problems, in which might directly influence to their businesses. CONSUMERS 3.0 Operations INPUT RESOURCES TRANSFORMATION PROCESS OUTPUT RESOURCES Figure 1.1 Operations through-put process (Source: Slack et al.2009) Transformed Resources Raw materials Main ingredients for products derived from milk: imported milk power, fresh milk from domestic farms. for other products: fruit juice, soya beanà ¢Ã¢â€š ¬Ã‚ ¦ Others ingredients: sugar, Transforming Resources Facilities Process technology International standard assembly line Modern manufacturing facilities Staff Group of skilled engineers who control mechanical systems Raw materials quality analysis Processing raw materials Final quality testing processing Packaging Finished products Analyze the 4VS High volume Vinamilk products are produced at 9 factories with the high capactiy approximately of 570.406 tonnes per annum and distributed to all provinces of the country. The manufacturing processes are taken systematically from processing raw materials to packaging finished goods. In each process, a team of staff as engineers and workers will directly specialize in tasks related to this process. Their tasks are repeated and systemized in the standard procedures, therefore it is often worth developing specialized technology that gives higher processing efficiencies ( Slack, et al). Low variety The product portfolio of Vinamilk is diversified with over 200 different types of products however except fruit juice and soya milk, all products are derived from the main resource is milk( www.vinamilk.com.vn). Raw materials are gone through the similar processing stages, could have some different preparation in the next stages, but it doesnt impact much on the standardization systems. Low availability (Rowbotham et al) With the stable and predictable demand from customer for dairy products, Vinamilk is always actively the way it produces and distributes products to market through maintaining the stability of milk material sources. Although ice-cream products are products have the seasonal charateristic, with the demand of it in the summer time higher than other season, its changing demand doesnt impact much on the general production situation of the company. Low visibility The way Vinamilk analyses its customerss behaviour basically depends on salespersons who are committed to understand the consumers preferences in their regular contact with customers across different outlets. Performance Objectives The objective of the production management is to produce goods and services of Right Quality and Quantity at the Right time and Right manufacturing cost (Kumar Suresh,2009) Quality Quality means doing things right, trying to satisfy customers by providing goods and services which are fit for their purpose. The quality advantage in manufacturing and service operations can be achieved through a skilled workforce, adequate technology and effective communication of quality standards and job specifications.(Rowbotham,2007) Being the company operating in the food branch, quality is regarded as the first important objective that Vinamilk needs to care for. All Vinamilk products are produced by the modern system machines and closely controlled by the International Quality Control Standards of ISO 9001: 2000 and HACCP certified by the world leading corporations. These productss quality are also ensured to fully announce as stipulated by the Laws under the direct and indirect supervision of competent authorities. With such the control process and strict supervision of competent authorities, released Vinamilk products are qualified with food quality, hygiene and safety standards in accordance with the published standards. Additional, the stability of milk material sources is extremely important as it helps Vinamilk maintains and increases the productivity. As a result, Vinamilk have established stable relationships with suppliers and have committed to purchase high quality fresh milk at the highest price. Th e companys factories, which are located in strategic locations near farms of milk cows, enable the company to maintain and improve these relationships with suppliers. Speed An extensive distribution network located nationwide with 201 distributors and over 141,000 outlets in 64 provinces and continued being expanded over time allows Vinamilk to bring its core products to consumers in a fast and effective way. In addition, Vinamilk has a range of modern factories located along the country that helps to reduce transportation expenses as well as to make a way the companys products are distributed to customers becomes easier and more convenience. Furthermore, the company has two transport enterprises, one is located in suburbs of Hanoi specialised in distributing products for Southern, and one is the main distributor for Northern, which is placed at Ho Chi Minh stuburb. Flexibility Flexibility means being able to change what you do to respond to changes in customer requirements in terms of the products and services design, volume, mix and delivery times. This can be achieved through dependable suppliers, mobility of multi-skilled labour, and versatile equipment, etc. The product portfolio of Vinamilk is so diversified and successfully satisfies the increasing various demands of consumers. The company owns 3 core brands, in which Vinamilk and Dielac are two key brands and Vfresh is a new one but it offers a great potential for development. Vinamilk products are divided into 6 groups and each group also consists of specific brands for specific customers. For instance, group of powered milk: Diealac Alpha for kids. Dielac Pedia for children with poor appetite and malnutrition. Dielac Mama for pregnant and breast feeding woman. Group of liquid milk: For Adults ( 100% Fresh Milk, UHT Milk Flex) For kids ( UHT Milk kid) Vinamilk has continuously introduced to the market its new products to meet the diversified demands of consumers, including Vinamilk Aloe Vera Yogurt Milk with rich source of vitamin A and E, Dielac Diecerna, Vinamilk Slimming Milk, orange smoothies, etc.. Cost With the manufacturing milk products like Vinamilk, milk materials sources being one of the main bought -in items which has a great influence to the price of products. The fluctuations of input resources may be due to many causes, however in general the increase of input resources will lead to the increase of finished products. In order to stabilize the price of products, Vinamilk has established stable relationships with suppliers and till now approximately 60% milk material has been bought from domestic sources. Vinamilks factories are located near farms of milk cows, enable the company to maintain and improve these relationships with suppliers as well as help the company to limit the costs incurred from delivering milk material. Dependability Dependability means the ability of a firm to deliver a product for customers with the exact time promised. Customers might judge the dependability of an operation only after the product and service has been delivered. For instance, one supermarket is the distributor of Vinamilk, the delay of delivering products is shown clearly in the way the supermarkets sheves have been being empty for a long time. This trouble has the huge impact to the business situation of the supermarket while its customers can not find the product they need, and so on. The delay of delivering products to customers may be caused by many reasons in which the most important reason is the quality of manufacturing process. One stage in the process goes wrong, will lead to a whole manufacturing get troubles. If the company does not do well to perform dependability, the delivery is always late, therefore the company itself will lose the goodwill of customers. As a milk company, Vinamilk considers quality is the top target, therefore, its processes have been designed as a error-free process in which some unpredictable errors that may affects the quality of finished products will be minimized. Vinamilk is one of the companies that apply the HACCP approach in manufacturing process. The HACCP approach is a scientific system for food safety assurance (Nguyen et al.,2004). Its main purpose is to provide a system whereby food businesses can control quality and safety throughout the entire food operation.(Applying quality function deployment in food safety manage ment, British Food Journal Vol. 112 No. 6, 2010 pp. 624-639). ( Source: Slack et al.2007) Figure 1.2 Polar diagram for Vinamilk 3.0 Process design The whole point of process design is to make sure that the performance of the process is appropriate for what the operation is trying to achieve(Slack et al,2007). Therefore, it can be said that operations process design is an translation of performance objectives. A question here is What type of process design currently adopted in Vinamilk? Generally, the basic process for all products in Vinamilk is the same. Raw materials are tested, processed, contained, then containers are filled, capped, labelled and packed. Inspections are carried out at appropriate stages.Therefore, an idea to adopt batch process can be given. In a batch environment, the basic machinery is fixed in place, but it is used on different batches of different products( Rowbotham et al,2009). For instance, raw milk and other main raw materials all need to pump into the preventation silo from which the milk will undergo the sterilization process. (http://www.dairyvietnam.org.vn/). In this example, sterilizing machine is fixed machine, it can be used to sterilizing say, a batch of whatever yohurt, freshmilk or powered milk. After sterilizing, raw milk is undergone four more processes such as homogenising, spliting a certain amount of butter from milk, final processing and packaging. Some appropriate adjustment of parameters can be carried out in order to produce different type of products. Like for whole milk products and low fat products, butter will be added until it reaches the level of fat at 3.25 percent and 1 percent, respectively in the processing. Read phonetically However, because of the high volume characteristic of output resources, the production processes have been conducted repetitive, thus, it could be said that the whole manufacturing process of Vinamilk is also a mass process. Basically, flowlines are inflexible because of the design just allows to produce a particular product at a particular rate of output. Therefore, if demand for the product changes, capacity cannot be easily increased and reducing output simply reduces utilization and may result in very little cost saving. An idea of the process design that mixed between batch process and mass process applied in Vinamilk is called group technology will overcome drawbacks of batch and mass process individually. Group Technology (GT) is the analysis and comparisons of items to group them into families with similar characteristics (Kumar Suresh, 2009).Rowbotham et al., 2007 has the explanation of group technology as belows: Group technology can be seen as an attempt to obtain some of the cost benefits of flowlines in a batch environment.A company manufacturing 200 different products will often find that these products fall into families based upon their manufacturing characteristics, and a group of perhaps ten products could require very similar processing in terms of machinery, process sequence and operation times. While the demand for each product individually will not be great enough to justify dedicated plant and labour, the output for the whole group may be great enough to justify setting up dedicated facilities. The group technology organization rarely leads to fully fledged flowlines and is more likely to lead to small manufacturing cells containing the necessary plant and labour for that group of products. Set-up and control are easier and transport is reduced compared with batch operations. Compared with both batch and flow operations, workers can see the context of their work within the overal l scheme since group technology cells are usually small enough so that all process stages are visible from every point. The process design is expressed through layout which is simply understood as the physical arrangement of production facilities used in production. The basic aim of a group technology layout is to identify families of components that require similar of satisfying all the requirements of the machines are grouped into cells. (Kumar Suresh, 2009). Vinamilk could consider a group technology organization based upon the five groups of products identified: Group of powdered milk and infant cereals Group of condensed milk Group of liquid milk Group of yogurt, ice-cream and cheeses Group of fruit juice, soy-bean milk, purified water It means that five cells layout are designed and each of them is capable of satisfying all the requirements of the component family assigned to it. In another word, all the components assigned to a cell are almost processed within that cell itself. Like the cell of powdered milk and infant cereals has the process line which comprises sterilizing, drying, additional micronutrients, mix, containing and packaging process. The cost of transportation and equipments are minimized in group technology layout. Furthermore, group technology is help to reduces production planning time for jobs as well as set-up time. 4.0 Conclusion In conclusion, this report gives an illustration of how important operations management has contributed to the success of Vinamilk in Vietnam market. First, Vinamilk understands what is important for its customers includes: high quality, stable cost, a wide range of products and reliable delivery. Seconds, the way it produces and delievers its products is right for the market. Thereby Vinamilk can indentify the order- winning and qualifying objectives is price and quality, range of products, respectively. The internal performance objectives are also determined as cost, quality and speed. 5.0 Recommendation At the present time, the manufacturing process of Vinamilk is being proceed well which is reflected in the ways Vinamilk have applied the lastest technology in manufacturing and packaging for all factories. Vinamilk is also the only company in Vietnam which possesses the system of machines that uses the eject-deciccation technology by Niro Denmmark, a world leading company in industrial desiccation technology. The company should maintain and promote the results achieved in the future

Mad Cow Disease in the United States :: MCD mad Cow disease US Essays

In March of 1996 the British beef industry was dealt an incredible blow when a European Union commission imposed a worldwide ban on the export of UK beef. The ban was imposed after an outbreak of mad cow disease (MCD) in Britain. MCD is the laymen term for Bovine Spongiform Encephalopathy (BSE), a disease that leads to deterioration of the brain tissue in beef and dairy cattle. It is the hypothesized link between MCD and Creutzfeldt Jakob Disease (CJD), the similar condition in humans, which led to the imposition of the export ban on British beef. This ban effectively crippled the UK beef export market in addition to sending a shock throughout Europe concerning beef safety. News of this ban spread throughout the world portraying images of infected cattle stumbling and falling unable to maintain their balance. While the scientific community was, at the time, unsure of the nature of the link between MCD and CJD, if any, the effects of the outbreak may have been much further reaching th an Europe. It is arguable that North America was also impacted to some extent, whether long term or short, by the MCD scares. In the days that followed the ban on UK beef, beef futures in Chicago fluctuated as traders were torn between two economic forces. The first was the expected increase in demand. Markets formerly serviced by UK beef must now be filled with beef from other countries. The second impact deals with the adverse effects the outbreak could have on consumer demand. North American consumers were also exposed to a great deal of media propaganda as most, if not all, North American newspapers and television news broadcasts, national and local, carried stories of the outbreak and the horrific consequences of CJD. If concerns of food safety in the United States and Canada were never of concern there would have been no need for the United States Department of Agriculture and Agriculture and Agri-Food Canada to issue statements testifying to the safety of each of the countries respective beef. This paper looks at the short-term impact of the MCD media propaganda on consumer demand for beef in the United States. Due to the fact that the supply of beef in the United States is completely risk free, or at very most extreme minimal risk, in terms of MCD and the risk to the beef supply, the scientific side of the story need not be considered.

Storm Born Chapter Eighteen

It was like deja vu. Two fights, two blackouts, and two â€Å"mornings after† back in my own bed. Talk about tedious. Only this time, I wasn't alone in bed. I knew Kiyo was with me even before I opened my eyes. I recognized his smell, the way his arms wrapped around me. They held me with delicacy now, not with the fierceness that usually seized him. â€Å"You don't quit,† I murmured, blinking the sleep out of my eyes. â€Å"Even wounded, you're still trying to get me back in bed.† â€Å"I've already got you here.† He lay on his side, his eyes staring into mine. Smiling, he ran a hand over my hair, smoothing it back. â€Å"I was so worried about you.† I snuggled against him, slowly dredging up memories from last night. â€Å"I was worried about you too. What happened? Why wouldn't you change back?† â€Å"I did†¦eventually.† Well, that was obvious. I waited expectantly, needing more. â€Å"Being a kitsune isn't just about the novelty of turning into a fox. It's more than that. It's like†¦I also can turn into – I don't know – a fox god. No. That's not right. I don't know how to describe it.† â€Å"A superfox?† His soft laughter vibrated against my forehead, and he kissed the skin there. â€Å"That's not quite right either. The foxes of the Otherworld are like the progenitors of mortal foxes in this world. They're stronger, more powerful, wilder. I can change into one of those, but to do so†¦I almost have to give up my humanity. They're too animal, too†¦I don't know, primordial. When I'm a normal red fox, I'm still pretty much the same as I am now unless I've been in that form for a really long time. Then the human part starts to go. But for your ‘superfox,' I'm already gone in one transformation. I can hang on to only a few human instincts – like that I had to fight that thing and that I had to protect you.† I took all this in, frowning. â€Å"But that doesn't explain why you didn't change back.† â€Å"It takes time to go in and out of that form. The change is more than physical. I have to give up my human nature to go in, my fox nature to come out. Both are hard. That's why it took me awhile to even help in the first place. I had to make a quick call, even though it left you undefended. I thought I'd do more damage in the other form.† â€Å"Yeah, you did do a pretty good job. But you sure scared me there.† I fell silent, recalling those terrible moments of uncertainty while I bled all over myself. â€Å"When did you finally change back?† â€Å"Not long after you passed out, I think.† â€Å"That would explain why I'm still alive.† He nodded. â€Å"You lost a lot of blood. You needed ten stitches.† I blinked. â€Å"Did you take me to a doctor?† He grinned. â€Å"You bet I did.† It took me a moment to catch on. I pulled back the covers and lifted the skirt of one of my racier and rarely used nightgowns – how'd I get dressed in that anyway? – and saw black stitches standing out starkly against my skin, off to the side of my stomach. â€Å"You did this?† I exclaimed. â€Å"You stitched me up? Without a doctor?† â€Å"I am a doctor. I do this all the time.† â€Å"Yeah†¦to cats and dogs. Not to people.† â€Å"It's exactly the same. We're animals too.† I eyed the stitches uneasily. The skin around them was red. â€Å"Was everything sanitized?† He made a disparaging sound in his throat. â€Å"Of course it was. The standards are the same. Come on, stop worrying. It was either that or let you bleed to death in the car. I had a kit in the back and used it.† â€Å"How'd you have enough light out there?† â€Å"The overhead lamp still worked.† I couldn't believe he'd stitched me up in a smashed car with a vet's kit. Improvisation at its best. â€Å"Did the car actually start?† â€Å"Sort of†¦I got us back to the freeway before it died. I found your cell phone and called Tim.† â€Å"Poor Tim. When I first told him I was a shaman, I think he thought it was as fake as his own Indian charade.† â€Å"Wait – he's not actually Indian? I've been trying forever to figure out what tribe he's from.† â€Å"He's from the tribe of Tim Warkoski. It's ridiculous, but – â€Å" The air in the room rippled, pressure building. I had to blink a few times to ensure the shimmering around us wasn't in my head. Kiyo propped himself up, alert and wary. The pressure abruptly faded. A rift from the Otherworld opened up in front of us, and suddenly Dorian stood on a small table in the corner. Not unexpectedly, it promptly broke under his weight, making a horrible crashing sound as its pieces and contents fell to the floor. To his credit, he sidestepped the disaster rather gracefully, easily landing both feet on the floor. I winced, seeing the anchor ring lying among the debris. I'd set it on the table, not considering the consequences of Dorian arriving exactly where it lay. â€Å"What the hell – † Kiyo started to climb out of bed, but I was in his way. I laid a restraining hand on his chest. â€Å"No, it's all right. He's here for our next lesson. Jesus†¦I can't believe it's that time already.† I'd lost a lot of time since the car. Dorian wore his usual simple but fine clothes, covered by another elaborate robe. This one was black satin, edged in silver and small seed pearls. If the present circumstances surprised him, he didn't show it. He kept his face typically unimpressed and sardonic. His smile twisted as he regarded us. â€Å"I can come back later if it's more convenient. I do so hate to interrupt.† â€Å"No, no,† I said hastily, sitting up and swinging my legs over the bed's edge. The movement uncomfortably tugged the skin around my stitches. â€Å"We were just, um†¦resting.† Dorian arched an eyebrow. â€Å"You rest in that?† I glanced down, flushing. I'd worn this exactly once when Dean and I had gone to Mexico for a weekend. The nightgown was pale green, its top and bottom hems ornamented with elaborate green leaves and tiny pink flowers. The mid-thigh-length skirt was sheer chiffon. Note to self: Never let Kiyo dress me again, unconsciousness notwithstanding. Tim chose that moment to walk in, summoned by the noise. â€Å"Eug, what†¦Ã¢â‚¬  His mouth dropped – and not just because of me. I looked around at us all: me in my nightgown, Kiyo bare-chested, Dorian in his extravagant robes, and Tim in his Native getup. â€Å"God,† I muttered, standing up, â€Å"we look like the Village People.† I pulled the terry cloth robe over me, wondering how I always seemed to be half-naked lately. Tim continued to stare, wearing the shocked look of one who has just walked in on his parents having sex. â€Å"Everything's fine,† I told him. He still didn't move, and I waved a hand in front of his face. â€Å"Hey, wake up. Think you can make some breakfast?† He blinked. â€Å"It's three in the afternoon.† I gave him a pathetic look. The familiarity of it seemed to snap him back to normal. He could never resist it. That, or he felt he owed me food for the free rent. â€Å"What do you want?† â€Å"Eggs and toast.† â€Å"Healthy or unhealthy toast?† I considered. â€Å"Healthy.† â€Å"Are your, uh, friends eating too?† I glanced at the other two men. â€Å"I'd love to,† replied Dorian with a cordial half-bow. â€Å"Thank you.† â€Å"Famished,† said Kiyo, eyes still narrowed on Dorian. â€Å"Thanks, Tim, you're the best.† I practically pushed him out the door. â€Å"Charming man,† remarked Dorian politely. He glanced around. â€Å"And a charming room.† The broken table aside, the room's other contents included: a pile of laundry, the wicker chair, a case of ammunition, a dresser, and a small desk with my laptop and a half-finished puzzle of the Eiffel Tower. The room didn't have a lot of space, so everything had been jammed in. It all seemed so chintzy compared to the opulence of his bedroom. Kiyo also got out of bed, wearing just a pair of jeans. â€Å"You want to tell me again what's going on?† â€Å"I already did.† I opened my dresser and pulled out a pair of jeans and a shirt that said I'LL GIVE YOU SOMETHING TO CRY ABOUT on it. â€Å"We're doing my next lesson.† â€Å"She can't do it today,† Kiyo told Dorian. â€Å"She was in a fight last night.† â€Å"Unless I'm mistaken, she gets in a fight every night.† â€Å"This one was bad. She was injured. Didn't you see the stitches?† â€Å"My humble eyes had better things to occupy themselves with than her stitches.† â€Å"Hey, guys?† I snapped. â€Å"I'm still here, you know. Stop talking about me in the third person.† Kiyo walked over and touched my arm. â€Å"Eugenie, this is crazy. You need to go back to bed.† â€Å"Today's lesson will not require physical exertion,† said Dorian primly. â€Å"There, you see?† I said. â€Å"I've got to keep going with our deal.† Kiyo looked darkly from me to Dorian. â€Å"Your ‘deal' doesn't seem to be doing a lot of good. I thought it was going to keep your would-be rapists away.† I had turned my back to them, opened the robe, and started pulling my jeans on. I froze, considering. â€Å"The fachan wasn't trying to rape me,† I said slowly. â€Å"He wanted to kill me.† â€Å"Are you sure?† â€Å"He tried to throw me through a windshield. That's not very romantic.† â€Å"A fachan?† asked Dorian. I shed the robe and nightgown and pulled the shirt over my head before turning back around to face them. I gave Dorian the short version of what had happened. He stood up from where he'd been leaning against my desk and strolled over to the window, hands clasped behind his back. â€Å"A fachan,† he mused. â€Å"Here. Curious.† â€Å"Not really. Not compared to anything else that's happened to me,† I reminded him. He pointed out the window. â€Å"You live in a desert. Fachans like bodies of water. You have a lot of enemies, my dear, but I doubt any fachan would hate you enough to show up here of his own volition.† â€Å"What are you saying?† asked Kiyo. â€Å"That someone went to considerable trouble to summon him here. Someone with either a lot of raw power or simply an affinity for water creatures.† â€Å"Who could do that?† I asked. â€Å"Any number of people. Maiwenn could.† Kiyo took a few dangerous steps toward him. â€Å"Maiwenn didn't do that.† Dorian smiled, unfazed by Kiyo's intimidating presence. They were the same height, but Dorian's frame was lean and slim, Kiyo's broader and more muscled. â€Å"You're probably right,† Dorian said after several tense moments of silence. â€Å"Particularly since she's been so under the weather lately.† Kiyo's face grew darker. I glanced back and forth uneasily, uncertain as to what I was in the middle of. â€Å"Do you guys know each other?† Dorian extended a hand to Kiyo, cool and collected. â€Å"I know of you, but I don't believe we've been properly introduced. I am Dorian, king of the Oak Land.† Kiyo grudgingly took his hand. â€Å"I know who you are.† â€Å"This is Kiyo,† I said. â€Å"Delightful to meet you. You're a†¦kitsune.† Dorian said the word in an odd tone. It wasn't exactly disrespectful, but it clearly implied they were not equals. I grabbed both their arms and steered them out. â€Å"No pissing contests. Come on. It'll only take Tim about five minutes to whip up the food.† Whatever antagonism existed between Kiyo and Dorian, it took a break as the gentry king entertained himself with the rest of my house. He was like a kid, unable to keep his hands off of everything. Well, everything that wasn't made of plastic or an iron affiliate. My living room was a veritable wonderland, with everything conveniently piled up in junk heaps for him to explore. â€Å"What's the purpose of this?† He held a fluorescent pink Slinky, tossing it from side to side so he didn't have to touch the plastic extensively. My impression was gentry could touch the taboo substances in small doses with minor discomfort; prolonged exposure grew much more uncomfortable. Charge it up with power, and it could kill them. â€Å"It doesn't really have a purpose,† I decided. â€Å"You just sort of†¦play with it when you're bored.† He tossed it back and forth, watching it spring up in arches. â€Å"Let me see it,† I said. I held it, closing my eyes. My focus was back now with the excruciating pain vanquished. I concentrated on the Slinky, putting a small piece of my essence into it. I handed it back. â€Å"Wrap it up and take it with you. It'll be my anchor.† He grinned. With so many other distractions, we eventually had to drag him to the kitchen table when the food was ready. â€Å"Haven't you ever been in the human world before?† I asked, once we all sat down. â€Å"There you go again, assuming we all just traipse over here for no good reason.† â€Å"So you haven't.† â€Å"Well, actually, I've vacationed here a number of times. Not in this desolate place, of course, but several other nice spots.† I rolled my eyes and slapped butter on my toast. It was made of good, hearty bread, chock-full of whole wheat and about a billion other grains. You could use this stuff as sandpaper. I doused my coffee with sugar and cream, gulping it to chase down some ibuprofen. I might not be dying anymore, but myriad aches and stiffness filled my body. I didn't think I could handle regularly getting into high-magnitude fights every other night. When the whole prophecy thing had surfaced, I had joked that I preferred attempts on my life to sexual advances. I didn't really believe that anymore. At least when the bad guys wanted my clothes off, it bought me some time. That fachan, however, had had no intentions short of crushing me. And he'd done a pretty good job of doing that. I had never fought something so massive before. Most of my fights, before this all started, had been with spirits and elementals. I could take them out with barely any effort. The fachan had been in a different league. The spirit army from the other day had also been new. Dorian's words rang back to me. The fachan had been deliberately sent. But by whom? One of the many who had a grudge against Odile? Someone like Maiwenn who wanted the prophecy to fail? Maiwenn herself? This latter thought bothered me. She'd seemed more or less trustworthy, despite her bland personality. If she turned into an enemy, it was going to create some serious friction between Kiyo and me. We finished breakfast, and Dorian declared we had to go outside for our lesson. I took one look at him and the scalding sunshine and saw imminent disaster for that perfect, alabaster skin. Figuring he wouldn't want my prissy, vanilla sunscreen, I dug him out a wide-brimmed cotton hat of Tim's that looked only mildly ridiculous. â€Å"Are you going to be able to do this?† I asked, leading Dorian out to my back patio. Tim had left for drumming practice, but Kiyo followed us, still watchful. â€Å"Your magic's weaker on this side.† Dorian draped his elegant robes over a lawn chair. â€Å"Not me who needs to do the magic. And really, I doubt you will either. Not in the way you're thinking of. Hmm†¦yes, this area may work better than I'd hoped.† He surveyed the patio area and the small grassless yard surrounded by a stucco wall. Dragging up another chair, he set it near the center of the patio, facing the house, and beckoned me to it. I sat down. â€Å"Now what? More meditation?† He shook his head. â€Å"Now we need a bowl of water.† â€Å"Kiyo? Can you grab us one? There's a big ceramic bowl in the back of one of my cupboards.† Kiyo silently complied, looking as though leaving us alone for even one minute would result in Dorian trying something. I found that protectiveness endearing, albeit a bit over the top. And then Dorian did try something. â€Å"What are those?† I exclaimed. â€Å"Think of them as†¦learning aids.† He had produced a handful of silken cords from the deep pockets of his robe, all in different colors. â€Å"What are you – no. You are not serious.† He had moved behind my chair and grasped my hands. I jerked away. â€Å"You're trying to tie me up?† â€Å"Not for sinister purposes, I assure you, although if you'd like to experiment with them later, I'd be happy to show you their various and sundry uses. For now, simply trust me that they'll be useful.† I continued to regard the cords warily. He shook his head, smiling. Moving behind me, he gently ran his hands down my arms. â€Å"You still don't trust me. And yet you do. An interesting mix. You fear me but want to connect with me. Do you remember what I said the night we met?† He knelt down, speaking softly in my ear. â€Å"This is exactly the way it will be when you come to my bed. You'll surrender yourself, and though it'll scare you, you'll exult in it too.† â€Å"I think you're imagining more to our charade than there is. And I don't really see myself feeling exultant over being tied up.† â€Å"Have you ever tried it?† His fingers slowly slid back up to the sleeves of my shirt, like butterflies on my skin. It was†¦nice. I shrugged him off. â€Å"No. And I don't need to. Besides, whatever your kinky intentions are, it doesn't matter. I've got something going with Kiyo.† â€Å"Ah. Of course you do. From what I hear, he's always ‘got something going.'† I stiffened. â€Å"Don't try to cause trouble.† â€Å"I'm attempting nothing of the sort. Just stating a fact. A man with human blood is just as appealing to our women as you are to our men.† â€Å"I already know about Maiwenn.† â€Å"I see. What do you know?† â€Å"The truth. They used to be involved. Now they're not.† â€Å"Ah. And that doesn't bother you? Especially considering it's likely she'll try to kill you someday?† I turned around as much as I could and glared at him. â€Å"I meant it: Don't try to pick a fight. I trust Kiyo, and I like Maiwenn. End of story. Now if you're going to tie me up, just get it over with.† He rose from his crouch, the sensuality gone from his voice as he began the business of binding me. â€Å"I'd never dream of picking a fight. Your pet fox in there will break my neck if I so much as look at you the wrong way.† â€Å"Don't act like you're actually afraid of him. You can supposedly bring down buildings.† I relaxed back in the chair and let him tie my hands together behind me. He took a long time in doing it, like he was weaving or braiding. â€Å"Why, Eugenie, are you saying you'd wager on me in a fight? I'm touched. Very touched. Although, I do hear foxes have very sharp claws. How are those scratches on your back, by the way?† Kiyo walked out just then, carrying the bowl of water. He froze when he saw Dorian tying a cord above my breasts and around my upper arms. â€Å"What's this?† â€Å"An awakening,† said Dorian. â€Å"It's fine,† I said. â€Å"Set the water over there.† Kiyo did so and then stood next to me, arms crossed and eyes on the gentry king. Again, Dorian took his time in tying my upper body. He used multiple cords, and able to see better this time, I realized he had indeed woven them into an intricate pattern. Aesthetic and functional. â€Å"There.† With a last tight knot, he straightened up and regarded his work. â€Å"Not bad. It seems I haven't forgotten how to tie a decent knot after all. One more thing, and we're set.† â€Å"One more thing† turned out to be a blindfold. â€Å"No way,† I said. â€Å"Eugenie, my sweet, your outraged protests are adorable, but they only continue to slow us down. If you want me to help you, then let me. If you don't, then take me to one of those places where human women wear revealing clothing and quickly lose their virtue through alcohol.† I let him blindfold me, feeling uneasy. I trusted Kiyo and sort of trusted Dorian, but the other bindings had already unsettled me. I didn't like being trapped or in someone else's control. The bright world went dark as fabric covered my eyes. â€Å"This is all giving me a bad feeling,† Kiyo said nearby. â€Å"On the contrary,† said Dorian, â€Å"it's giving me a very warm, very pleasant feeling. But I suppose we should return to the lesson at hand, hmm?† â€Å"Is this the part where you explain the bondage getup?† I asked. â€Å"Or where I find out you just did it for fun.† â€Å"No, no. As hilarious as that would be, I do have my reasons. Now. I'm going to pick up this bowl of water that Kato so kindly fetched – â€Å" â€Å"It's Kiyo,† came the irritated response. â€Å"So sorry. Anyway, I'm going to set it somewhere out here in this miniature wasteland, and you will tell me where it is.† â€Å"Oh. I get it. I'm supposed to, like, work on my non-visual senses? Listen to where you set it?† â€Å"You won't use any of your physical senses at all.† I heard him walk away, presumably with the water, but I couldn't tell where he set it. He paced and paced in circles, kicking rocks and scuffing his shoes so I was clueless by the time he returned to me. When he spoke next, his words were right by my ear again. â€Å"Now, given freedom, even with just a blindfold, you'd be inclined to move and want to use something – anything – to find the water. You'd turn around, sniff the air, whatever. Now you have to accept that all of that is gone. You cannot rely on what you usually can. You are trapped and powerless – more or less. Give in to that. Open yourself up to whatever comes. Find the water.† â€Å"How?† â€Å"By reaching out to it. Tap into a sense other than the usual five. Remember the exercises we did last time, about reaching beyond yourself – in this world, not the spirit one.† â€Å"I thought magic was inborn. Isn't that what separates humans and gentry?† â€Å"It is inborn. And your inner magic summons and controls storms. To do that, you must summon and control the appropriate elements. And to do that, you must be able to find them. Hence, you focus outward.† â€Å"How do I do that?† â€Å"Just concentrate. But relax too. Think about the water. How it feels, what it's like. Spread your consciousness out around you, but don't go into a trance and let your spirit slip out. That'd be cheating.† â€Å"How long does it take?† â€Å"As long as you need.† He retreated, and I sat there and waited for some revelation. Okay. Somewhere around me was a bowl of water. And something inside of me was supposed to be able to sense it. I wouldn't have believed any of it if the living room on the other side of the patio door didn't stand as proof of my supernatural powers. But I hadn't had to think to cause the storm. This was different. All I mostly felt at first was my own body. Dorian's binds didn't hurt me, but they were snug. The stitched-up cut stung a little. The back of my head ached. My leg muscles felt stretched and inflamed. I slowly took inventory of every part of me, assessing how each one felt. I could feel the beat of my own heart, the steadiness of my breathing. After that, I started concentrating on the stuff around me. I heard someone, Dorian maybe, slide up a chair and sit down. A plane droned overhead. One of my neighbors kept a bird feeder, and sparrows regularly chirped and squabbled around it. The harsher cries of less melodic birds sounded in the distance. My street had few houses and was removed from real traffic, but a block or so away, a car started and then drove off. I thought about water, its appeal growing as the sun beat down. I had put on my own sunscreen and was grateful for it. Still, I could feel sweat pouring off of me. Water would be cool, refreshing. My mom's house had a pool, and suddenly I wanted nothing more than to dive into that crystal-blue surface. I thought about the bowl of water, thinking of its cool temperature, the wetness on my skin. I tried to feel it, to call to it. â€Å"There,† I said at last. I don't know how much time had passed. Awhile. â€Å"Where?† asked Dorian. â€Å"Four o'clock.† â€Å"What?† â€Å"She means over there,† I heard Kiyo say. Presumably he pointed. â€Å"No,† said Dorian. â€Å"What?† â€Å"Sorry.† â€Å"Was I close?† â€Å"No.† â€Å"Not even a little?† â€Å"No.† â€Å"Damn it! Get me out of this.† I wriggled against my constraints. â€Å"Hardly.† Dorian's voice held mild surprise. â€Å"We must try again.† â€Å"Oh, dear lord. This might be even more boring than the meditation,† I grumbled. â€Å"Can I at least get something to drink?† He hesitated. â€Å"Actually, I think your odds will increase if you're thirsty.† â€Å"Oh, come on – â€Å" â€Å"Here we go,† said Dorian. I heard him get up and walk around again, and once more, I couldn't tell where the bowl ended up. When he returned to his chair, I tried again. More time passed as I concentrated my little heart out. At one point, I heard someone get up and move toward the door. â€Å"Who is that?† â€Å"Me,† said Dorian. â€Å"I'm bored.† â€Å"What? You're my teacher.† â€Å"The kitsune will call if you need me.† â€Å"I don't believe this,† I said when he was gone. â€Å"Hey, this was your idea,† said Kiyo. I heard him shift in a chair, getting comfortable. I was on the verge of my next guess when Dorian came outside again. â€Å"There. Nine o'clock.† Kiyo must have pointed again. â€Å"No,† said Dorian. He made me do it again, and by then, I was furious. My poor muscles, already put through enough, were locking up from lack of movement. The heat was unbearable. To make matters worse, Kiyo asked if Dorian wanted something to drink and then went inside. He returned, and I heard the sound of a two-liter of pop opening, followed by the filling of two glasses. After that, they started carrying on casual conversation. â€Å"Eugenie will be at my Beltane ball,† Dorian explained, â€Å"as my special guest.† â€Å"Sounds great.† â€Å"Your enthusiasm is palpable.† â€Å"Just not my thing, that's all.† â€Å"Ah, pity. Because if you wanted to come, I'd be happy to extend the invitation.† â€Å"I wouldn't want you to go to any trouble.† â€Å"It's no trouble at all. You could come with Eugenie. I always make special arrangements for dignitaries' entourages and servants.† â€Å"Will you two shut up?† I asked. â€Å"I'm working here.† They fell silent. Water, water. I needed that goddamned water so that Dorian would untie me and I could return to air conditioning. I'd also drink a gallon of water while I was at it. Maybe two or three. In fact, when I found that stupid bowl, I'd dump it over my head. Sweat pooled along the hem of my shirt and where the cords and blindfold pressed against my skin. I'd probably sweated away the sunscreen and would burn. As if my body hadn't been through enough. Where the hell was that water? Why couldn't I find it? I thought again about my mom's pool, vowing I'd pay her a visit tomorrow. God, it was so hot. I just wanted to be cooler. Water, water, water. I felt like Helen Keller. Or maybe one of those people in the Lakota sun dances where excessive heat exposure induced hallucinations. Maybe I could imagine the water. I sighed, and then, somehow, I felt coolness touch me. It was a reprieve from the heat. I straightened up as much as I could. Had I done it? Was this what it felt like to touch the water? The third time was the charm. Yes. There it was again. Like cool, moist air blowing at me from the east. I could taste its dampness, hanging around me like humidity in the sauna. I inclined my head in the direction I'd sensed the cool air. â€Å"I've got it. Three o'clock.† â€Å"No.† â€Å"The hell it isn't!† I heard Dorian get up. He sighed. â€Å"I think we'd better quit for the day.† â€Å"But I swear I had it! I could feel it! I was thinking about water so hard.† â€Å"I know you were.† He undid the blindfold, and I looked up. Billowing clouds, colored like lead, inked out the sky. Wind blew at me from the east – not imagined after all – picking up in strength. Great, heavy drops fell around us, landing with loud splashes. Water at last.

Things Fall Apart By Chinua Achebe - 1299 Words

â€Å"The white man is very clever. He came quietly and peaceably with his religion. We were amused at his foolishness and allowed him to stay. Now he has won our brothers, and our clan can no longer act like one. He has put a knife on the things that held us together and we have fallen apart† (20.25). Things fall apart, written by Chinua Achebe, is a literary novel that addresses the pre- and post-colonial life of the Igbo people living in Nigeria around the year 1900. Okonkwo, the protagonist in the story, walks the reader through the Igbo customs and way of life until westerns persuade their villagers to convert to their religion and everything falls apart. This twentieth century culture is seen, by some, a group that fell apart because they†¦show more content†¦In such a small village, damaged crops for one would damage crops for all, therefore, with religion the people will stray away from violence. The Igbo, just like Muslims, Christians, and Jews, the Igbo hav e a place of worship, making them organized. When Achebe is describing Okonkwo’s household, he states, â€Å"Near the barn was a small house, the â€Å"medicine house† or shrine where Okonkwo kept the wooden symbols of his personal god and of his ancestral spirits. He worshipped them with sacrifices of kola nut, food and palm-wine, and offered prayers to them on behalf of himself, his three wives and eight children† (2.14). The Igbo worship their gods through wooden shrines like Okonkwo’s, which metaphorically represent the gods themselves and show the significance of their polytheistic religion. The Igbo are very civilized because of their organized religion. Having a formal government is another aspect that qualifies a culture to be civilized. The Igbo had exactly that; they call them the egwugwu. The reader is introduced to the egwugwu at a trial between a husband and a wife of the Umuofia village. Achebe gives a description of who the egwugwu are and what they do when he mentions, â€Å"Each of the nine egwugwu represented a village of the clan...When all the egwugwu had sat down and the sound of the many tiny bells and rattles on their bodies had subsided, then the Evil Forest addressed the two groups of people facing them† (10.88-90).Show MoreRelatedThings Fall Apart By Chinua Achebe1415 Words   |  6 Pagesbook Things Fall Apart by Chinua Achebe does just that. This book should be taught in schools because it shows the values and traditions of Achebe’s Igbo culture, persistently teaches life lessons throughout the book, and shows the darker reality of European colonialism in Africa. Chinua Achebe is known as one of the most influential and famous authors to ever write. Chinua Achebe originates from an Igbo background and he expresses that through his writings very well including Things Fall ApartRead MoreThings Fall Apart by Chinua Achebe1324 Words   |  6 Pages Chinua Achebe chose to write his novels in English to reveal a deep response of his people to colonisation and to make that response understood to people all over the world. Things Fall Apart was written in English to teach people worldwide of the struggles he faced and the people of Nigeria faced growing up. Many authors and critics have written about Achebe’s ‘Things fall apart’ adding their valued opinion on what he was trying to say and his decision to write in English. In the followingRead MoreThings Fall Apart By Chinua Achebe Essay1203 Words   |  5 Pages who took their land for monetary gain. This was a dark period of time for Africans that live there. The U.S. Civil War and The Great Depression both can be related, in this instance, to how down their people were because of what happened. Chinua Achebe said it best, â€Å"I would be quite satisfied if my novels...did no more than teach my readers of their past...was not a long night of savagery from which the first European acting on God’s behalf delivered them†(qtd. in â€Å"Morning Yet† 45). In theRead MoreThings Fall Apart By Chinua Achebe1452 Words   |  6 Pagesassume control over the Roman Empire. However, imperialism in Africa remained a recorded element from 1750 to 1945. This paper visits how control and changes were influences over the Africans during this time period as seen through Chinua Achebe’s novel Things Fall Apart. (UKEssays, 2015) Europe was experiencing a few financial and political changes that forced the major European forces to investigate abroad regions to add to their resources during the seventeenth century. In order for the EuropeanRead MoreThings Fall Apart By Chinua Achebe2361 Words   |  10 PagesThings Fall Apart Book Critique Things Fall Apart by Chinua Achebe is a historical fiction novel describing the life of Okonkwo in a Nigerian village succumbing to European ways, in order to portray Achebe’s view on imperialism. It was chosen for us to read by our teacher because it describes imperialism and its effects in an Ibo village of Nigeria. It also shows the treatment of natives by the Europeans and how the natives reacted. Things Fall Apart is useful to our course of studies because itRead MoreThings Fall Apart By Chinua Achebe1265 Words   |  6 PagesThings Fall Apart by Chinua Achebe is markedly relevant to our current course of studies in World History, as it tells a story based on European Imperialism in Africa. Coming off the heels of our Imperialism unit, this post-colonial novel provides very helpful context on different civilizations’ perspectives throughout the Age of Imperialism; aside from analyzing death tolls, descriptions of conflicts, and names of countries, it was previousl y hard to envision what life was actually like during thatRead MoreThings Fall Apart by Chinua Achebe 735 Words   |  3 PagesThings fall apart. Achebe. Ernest Gaines once said, â€Å"I write to try to find out who I am. One of my main themes is manliness. I think Im trying to figure out what manliness really is.† Indeed, every society or culture has its own understanding of an ideal man. Even though these characteristics are different in various parts of the world, the significance of masculinity can never be overestimated. â€Å"Things Fall Apart† by Chinua Achebe is considered as one of the best examples of a riseRead MoreThings Fall Apart by Chinua Achebe692 Words   |  3 Pagesthe way to go. Through commercial trading Islam spread into Igboland, and this led to more Igbo people leaving the Igbo way of life for another, whether it be Islam or Christianity which divide the country in two. In the novel Things Fall Apart written by Chinua Achebe British colonialism and the migration of Muslims to Nigeria led to the change in the faith, social and economic changes in the Igbo society. Traditional Igbo faith believes that there is only one creator or god known as ChinekeRead MoreThings Fall Apart By Chinua Achebe897 Words   |  4 PagesIn the novel, â€Å"Things Fall Apart† by Chinua Achebe the Igbo tradition revolves around structured gender role. Everything essential of Igbo life is based on their gender, which throughout the novel it shows the role of women and the position they hold, from their role in the family household, also planting women crops, to bearing children. Although the women were claimed to be weaker and seemed to be treated as objects, in the Igbo culture the women still provided qualities that make them worthyRead MoreThings Fall Apart By Chinua Achebe Essay1851 Words   |  8 Pageschoice and styles are critical not only to the reader’s understanding of the text but to his appreciation as well. How language is effectively manipulated in their writings enhances the reader’s valuing of the works. The selected novel Things Fall Apart by Chinua Achebe is a representation of Igbo culture and their language. It explores the life of an Igbo tribe at the time of when colonization hit Africa. It could be considered as a post-colonial text, as the protagonist of the story and the other