Coffee and Tea Free Essays

Coffee and Tea Coffee and tea have existed in the world for a long time. Hundreds of years ago, people who lived in South America started to produce coffee, but the earliest drink likes coffee was made by ancient Arabian. They thought it was a kind of medicine used for stomach. We will write a custom essay sample on Coffee and Tea or any similar topic only for you Order Now After the 15th century, coffee was spread to other countries such as Egypt and Ottoman Empire by Muslims who were back from Hajj, while in ancient China, Chinese people started to make tea about 3000 years ago. Because of nice environment and weather, the first part of tea plants was discovered in southwest China. After, drink tea became an important culture of Chinese people, and tea began to spread into countries near China. Coffee and tea are similar, but different in some specific area. First, coffee and tea are similar but different in population. People from all around the world like them. For example, British people used to drink a cup of tea with some snacks when they have a rest in the afternoon. Western people enjoy drinking black tea, and some of them mix it with milk to make milky tea. Likewise, most people like drinking coffee, for it often tastes good. In China, more and more people began to drink coffee, and some of whom want to taste better coffee like blue mountain coffee. However, although these two drinks are both popular around the world, coffee is still drunk most by western people, while the most quantity of tea is used in East Asia. People lived in China, Japan, and Korea regarded tea as the main drink. Second, coffee and tea are similar but different in function. Both coffee and tea can refresh people because there is a kind of chemical matter, which is caffeine in both of them. This chemical matter can be used for nerves to make a person feel awake and lively. Also, some experts said that black coffee and green tea can help a person lose weight. But, in contrast, tea has some more functions due to another kind of chemical matter which can’t be found in coffee. This chemical matter that named tea polyphenol whose ability is to relieve the effect that is made by poison. Finally, coffee and tea have similarity and difference in origination. Both of them are made from plants. Thousands of years ago, people lived in Africa planted coffee trees in succeed, and now, Brazil has the most coffee trees in the world. In south of China, there are a lot of terraced fields that grow tea trees. On the other hand, people use leaves from tea to make tea, while they use fruits from coffee plants to make coffee. To sum up, coffee and tea are similar in their population, function, and origination, while they are different of their use in different place, their different chemical matter, and their different material. I suggest that people should drink both coffee and tea so that they can be healthier. How to cite Coffee and Tea, Essay examples

Cyber Attacks Computer Security Breaches †Myassignmenthelp.Com

Question: Discuss About The Cyber Attacks Computer Security Breaches? Answer: Introduction It is not that uncommon to hear that voters data bases has been exposed or breached somewhere around the world. However, a massive breach which affected the lives of a whopping 198 million US voters is something unheard off. This was one of the largest data exposure in the history of USA, where the Cyber Risk Team who enquired into it found out that personal details of over 198 million of American voters were up on the web. It was later known that a firm who were working for Donald Trump had accidently triggered the massive leak. The event On June 19, 2017 UpGuards cyber risk analyst Chris Vickery found an open cloud repository as he was looking for some misconfigured data sources for his company. The repository which was an Amazon Web Service S3 bucket did not have any firewall and was easily accessible to common mass of people (Varia Mathew, 2014). Anyone using the internet could have had access to the files which helped Donald Trump become the president by simply going to the Amazon sub domain: dra-dw. Dra-dw usually is known as Deep root Analytics Data Warehouse and is quite common in businesses nowadays. It is actually a huge collection of data which are used for very complex calculations. The leak could have led to a widespread breach in security if Vickery had not noticed it and notified the concerned authorities (Pfleeger Caputo, 2012). Deep Root Analytics revealed that they were in charge of the bucket which was later secured against public access. There was 1.1 terabytes of data in the dra-dw which is an amount which is close to 500 hours of video. It could be downloaded and the amount of data accessible was huge. In addition to this there was 24 terbabytes of data which was stored but these were prevented from public access. Ultimately the data stored in the misconfigured database was equal to 10 billion pages of text (Brodie, Mylopoulos Schmidt, 2012). The people whose details were compromised The ones that were accessible however, had detailed profiles of 198 million registered voters which meant that almost everybody who were eligible to vote in 2016 election were there (Fowler, 2015). It exposed people right from locations in Mexico and Phillippines to that in Georgia. The information on the voters to dated back to more than 10 years. However, this information that was leaked was not stolen by hackers. It was moved to a server which did not have the necessary security (Solms Niekerk, 2013). According to Vickery there was not even a password to protect it. Any man, woman, child with the link could click on it and have every information on all voters in America. Vickery says the data came from different sources and were merged together by the analytics company. Some of these information were publicly available like in voter rolls. Others came from social networks and consulting groups like Kantar Research and PACs. When Deep Root was asked by Forbes as to how the leak happened they said that they were conducting an internal review and have brought in cyber security firm Stroz Friedberg to make an in-depth investigation (Wang Lu 2013). This is a type of leak which can happen anytime despite measures being taken. These information can be damaging at times for people. Even though it is not a work done by the hackers, and are misconfigurations relating to servers, these lead to such cybersecurity risks (Zhang et al., 2014). The files started with the voters first and last names, therefore there was no way to mask the identities of the voters. The files also revealed a lot of more data like the voters address, mailing address, phone number, registered party, demography, date of birth, voter registration status and also if they are on the Do Not Call list. Also given were the religion and ethnicity of the voter. Remedies to such leaks To avoid such a leak again analysts point to a few remedies which can help in lessening the number of misconfigured servers which exposes private data on the web. Next people need to be made aware about these leaks. Organizations will have to be motivated to build resources such as setting up servers and maintaining them properly. Another step can be to make default settings for databases in the cloud tighter so that security cannot be compromised (Refsdal, Solhaug Stlen, 2015). Some security companies have already started creating software which can scan systems setup and warn tech people if something lies unprotected or gets exposed. This is something that UpGuard did in the case to avoid the leak from wreaking havoc. This case joins other database misconfiguration incidents like the Hollywood screener system, Microsoft sites and dating services. The exposure has raised quite a few questions on security and privacy of Americans. This also happened at a time when there had been a lot of cyber assaults in the country against state voter databases. What is quite troubling is that such a huge national database of voters was created and placed online without even the simplest protections against public access. It also questions the roles and responsibilities of private organizations who are in charge to maintain these confidential data. One only shudders to think what could have happened had the data got into the hands of criminals. Identity theft, fraud, corporate marketing spam, advanced political targeting could all have been possible with 198 million of American voters. Any of these information which were leaked can be easily prevented if the organizations holding such data can obey a few simple rules before uploading them on the databases. First six months of 2017 faced an unexpected number of cyber-protection challenges. Among many was the scary launch of the WannaCry ransomware, critically targeting the Microsoft Windows operating systems (Shoukry et al., 2017). This report in particular highlights the impact of the ransomware and possible defenses against the attack, presented by analysts and researchers. Vulnerability in the traits of Microsoft operating system proved to be beneficial for the hackers.The ransomware in discussion operated in a mode to encrypt the main file system of a system and potentially claimed ransom in bit-coins, a currency in Crypto-currency, a digital infrastructure for payments. Precisely on 12 May 2017, the world witnessed the release and impact of this attack, with continuation until 15th of the month (Martin, Kinross Hankin, 2017). Reports of infected computers, the approx total being 230,000 emerged out to media. The ransomware benefited from the existing limitation of Microsoft earlie r discovered by National Security Agency (NSA), which took advantage of the same for their self-offensive commandments. The hackers in a way leaked this flaw, to spread the malware widely for monetary gain by blocking access to a file system. As a first step towards blocking, this malware successfully disguises as software, projecting the threat to the user of encrypted files and of the blocked access with a payment demand and deletion warning. Alongside with directions of the mode of payment and designated addresses for the same was provided to the user. Analysts held a case study to coat this ransomware as a worm, as this was projecting a similar transfer mechanism infecting systems around gradually. The codes of operation involved the detection of vulnerability present in MS systems, which is Eternal Blue to develop access to systems. Hackers, for next attempt, invented a variant of WannaCry, Mirai. Europol conducted a study to discover about 200,000 computers being infected over 150 countries approximately (ODowd, 2017). Kaspersky lab presented inventory results about the majorly affected regions including Russia, Ukraine, India and Taiwan. National Health Services (NHS) located in England and Scotland was adversely affected. Numerous public utilities approximately amounting to 70,000 ranging from computers, MRI-Scanners, blood storage refrigerators to other theatrical equipments (Collier, 2017). Emergencies got terminated, ambulance services were halted, relative to NHS, even in Wales and Ireland retuned from work. Grand organizations as Nissan Motor Manufacturing UK in Tyne Wear, England called the production off for the day; similarly, Renault Company also stopped the production to avoid any system-risks (Mattei, 2017). Absence of Microsoft updated versions in organization left them pore to the attack in a more adverse way, since no security patches were released for the XP versions ever since April 2014. Cyence configured a financial loss estimated to be about 44 billion while others derived a loss summing up to $130,634.77 surrounding 327 payments in relevance to the ransomware release. WannaCry initiated the attack in Asia as reported. SMB provided the ransomware the access to the main system, which was automated to spread through various networks. The malware proceeds following certain steps, to gain access to the systems around. Firstly, the malware performs a scan on the systems to detect kill-Switch domain. In its absence it becomes easier for the malware to encrypt the files. The ransom enclosed a sum of $300 when paid within 3 days while it escalated up to $600 in limit of 7 days through bit-coins. Web- addresses assigned for the collection of the payments had labels wallets to register the money (Gandhi, 2017). Three distinct segments are present in relevance to the execution of the malware. The initial display is the Payload (mssecsvc.exe): this program performs the encryption of the files and results in malicious activities. Next is the ransom program (taskche.exe): as recorded the program itself withholds an encrypted key, the decrypt part is secured with the attacker, which is enabled to decrypt both the sub-private as well as public key and saves the same. AES key potentially encrypts the file contents as M2, which is destined to be saved as M1. This collaborated version contains a header WANNACRY. Finally, the ransom program- (@WannaDecrypt@.exe): provides information about the demands to be fulfilled in bit-coins (Mohurle, Patil, 2017). The remedy Marcus Hutchins, a tech-security expert, situated in England built successfully a vaccine against this termed as kill-Switch, a formerly registered domain technique reducing the wild spread of the malware. This domain effectively terminates the software. To prevent its transfer in quarantined devices this particular domain was present in the malware-codes. This was not able to cure infected alignments but surely limited the spread in North America and Asia. Several experts from universities of London and Boston claimed resolutions to the impact of the attack (Knobel, 2017). Based on the use of AES key to decrypt RSA sub-private key, researchers discovered tools namely, WannaKey and WannaKiwi providing help to retrieve keys of concern, former for Windows XP and later for Windows 7 and 2008 R2 systems. Conclusion Analysis of the reports, help us conclude that the intensity of the attack and the leaked vulnerabilities of the systems resulted in the enactment of updates for Windows versions. As a self-security, avoidance of suspicious sites with malicious behaviors is necessary. Finally, payment regarding a ransomware should not be supported as it encourages hackers. Prevention before cure should be the mantra. Updated versions should be in notice of the users to protect their valuable file system. Solutions by the analysts, towards this malware were commendable. Risk-management should be promoted. References: Brodie, M. L., Mylopoulos, J., Schmidt, J. W. (Eds.). (2012). On conceptual modelling: Perspectives from artificial intelligence, databases, and programming languages. Springer Science Business Media. Collier, R. (2017). NHS ransomware attack spreads worldwide. Fowler, A. (2015). Regular voters, marginal voters and the electoral effects of turnout. Political Science Research and Methods, 3(2), 205-219. Gandhi, K. A. (2017). Survey on Ransomware: A New Era of Cyber Attack.International Journal of Computer Applications,168(3). Knobel, A. (2017). Technology and online beneficial ownership registries: easier to create companies and better at preventing financial crimes. Martin, G., Kinross, J., Hankin, C. (2017). Effective cybersecurity is fundamental to patient safety. Mattei, T. A. (2017). Privacy, Confidentiality, and Security of Health Care Information: Lessons from the Recent WannaCry Cyberattack.World Neurosurgery,104, 972-974. Mohurle, S., Patil, M. (2017). A brief study of Wannacry Threat: Ransomware Attack 2017.International Journal,8(5). ODowd, A. (2017). NHS patient data security is to be tightened after cyberattack. Pfleeger, S. L., Caputo, D. D. (2012). Leveraging behavioral science to mitigate cyber security risk. Computers security, 31(4), 597-611. Refsdal, A., Solhaug, B., Stlen, K. (2015). Cyber-risk management. InCyber-Risk Management(pp. 33-47). Springer International Publishing. Shoukry, Y., Nuzzo, P., Puggelli, A., Sangiovanni-Vincentelli, A. L., Seshia, S. A., Tabuada, P. (2017). Secure state estimation for cyber physical systems under sensor attacks: a satisfiability modulo theory approach.IEEE Transactions on Automatic Control. Varia, J., Mathew, S. (2014). Overview of amazon web services. Amazon Web Services. Von Solms, R., Van Niekerk, J. (2013). From information security to cyber security. computers security, 38, 97-102. Wang, W., Lu, Z. (2013). Cyber security in the Smart Grid: Survey and challenges. Computer Networks, 57(5), 1344-1371. Zhang, J., Renganarayana, L., Zhang, X., Ge, N., Bala, V., Xu, T., Zhou, Y. (2014). EnCore: Exploiting system environment and correlation information for misconfiguration detection. ACM SIGPLAN Notices, 49(4), 687-700.

HISTORY OF ASIA Essays - Chinese Civil War, Chinese Communists

HISTORY OF ASIA HISTORY OF ASIA August of 1917 Japan was ready to reap her benefits of imperialism and she had her eyes on China. The exchange of the Lansing -Ishii Notes between the U.S. and Japan, this agreement granted territorial superiority of China to Japan. Japan interest in China mostly economic. The Japanese population was growing, cities were crowded, and consumer goods were scares and its standard of living extremely low. A major earthquake also adds to Japans plight. Japan was a small island limited in natural resources and inhabitable space. The Japanese saw the turmoil in China as an opportunity to divide conquer and move in. Japan had been recognized as one of the Big Five powers and held a seat on the Council of the League of Nations. Japan had secured economic success during WWI. Japan had large textile factories, submarines, and fleets. At the Washington Naval Conference Japan was angered at its ratio of ships. It blamed the outcome on the U.S. Japan did however agree to withdraw from Shantung, and from Siberia. The Great Depression ate away at Japans economic power unable to export silk, agricultural goods and limited goods were being imported. Japan was looking to plant its people on foreign soil, Chinas soil. Japan felt it was treated unfair by the U.S. and Great Britain and eventually signed the Anti- Comintern Pact in 1937with Germany. Russia had already begin planting its Communist ideas in China, Japan needed an ally. By 1940 the United States had banned exports to Japan such as scrape metal and fuel. Japan leaders were worried they had been using reserves. Japan invaded Dutch Indonesia and only received a small amount of fuel. Japan asks all British and American s to leave. On Dec 7, 1941 Japan attacked Pearl Harbor. The Pacific War could have been avoided if Japan and the United States had more open lines of communication. Japan made a lot of its foreign policy decision after the Washington Naval Conference that didn't improve her standing with United States or Britain. Mao tse-deng was leader and revolutionary strategist of the Chinese Communist revolution. Growing up Mao had witnessed first hand experience of peasant mistreatment. Mao was a leader who was in touch with the people. His career begins in 1921 with the founding of the Chinese Communist Party, which met in Shanghai. The Party began with 50 members and by 1989 had risen to 48,000,000. Mao would use communist tactics, such as propaganda to organize peasant rebellion. During the Nationalist decade Mao was forced to escape from the KMT by hiding in the Jingang Mountains, where he and other leader developed guerilla tactics. After escaping the encirclement at Jiang, Mao embarked upon the Long March. The Long March first purpose was to escape the KMT, but eventually turned campaign with Mao slogan "Go north to fight the Japanese". Mao gained the title of chairman of the Politburo. The Long March gives insight to Mao excellent leadership and strategic abilities. Mao took advantage of every moment and used it towards the advancement of the CCP. After the Long March Mao trained the Army and Party cadres, which allowed for a smooth, take over on1949. During the Communist Revolution Mao aimed at creating a new type of man, through thought control. He set up training periods first meeting in small groups and later in public to confess their guilt, repent, and become cleansed and new determination. The civil war ended in 1949 and the KMT was defeated. The CCP's first form of government was the People's Political Consultative Council founded in September 1949 with 662 delegates. The country was divided in to six regions, with a bureau of military and political authority. Mao interest in the peasant's welfare made land reform priority on the new governments list. The Agrarian Law of 1950 permitted a small cadre to carry on struggle meetings in villages to identify those people who had mistreated peasants. Once identified those persons would be parade before a Peoples Court. The accused were condemned, executed, reeducated or sent to labor camps. The government set up peasant association, which arranged the classification of land by productivity, the confiscation, and the redistribution those chosen to receive it. Landlords or rich peasant would have all or most of their land confiscated. Middle peasant usually kept their land, the poor peasant and the landless farm laborers received an allotment of land. The average allotment given was one third of an acre. The land reform showed the crueler side of the CCP over two millions Chinese died in a five year period under the

AMERICAN LITERARY EXPERIENCE Essays - Stephen King, Free Essays

AMERICAN LITERARY EXPERIENCE Essays - Stephen King, Free Essays AMERICAN LITERARY EXPERIENCE DERYA KOLSDAL ELA LOZINSKI 15 FEBRUARY 1999 IT Stephen King is the author of more than thirty worldwide bestseller. Much of his work has made its way to movie and television screens around the world. Stephen King lives in Bangor, Maine, with his wife, the novelist Tabitha King. He refuses to go into the cellar of his home, having come to believe that a velociraptor is waiting for him under the stairs by the fusebox with its eyes gleaming and its nasty little claws outstretched. The reason he writes horror, ?I?ve always written horror...because it?s a kind of psychological protection. It?s like drawing a magic circle around myself and my family. My mother always used to say,?If you think the worst, it can?t come true? I know that?s only a superstition, but I?ve always believed that if you think the very worst, then, no mattered things get (and in my heart I?ve always been convince that they can get pretty bad), they?ll never get as bad as that. If you write a novel where the bogeyman gets somebody else?s children, maybe they?ll never get your own children...? His full name is Stephen Edwing King ,he is marry with Tabitha Spruce, whom he met at the University of Maine at Orono.He has three childrens, Owen Phillip, Joseph Hillstrom and Naomi Rachel. When he was three, King's merchant seaman father went to get a pack of cigarettes and was never seen again. Sometime in 1959/60 King discovered a box of science-fiction and horror books at an aunt's house,and he start to write short stories. Between 1971 and 1973 King taught English at Hampden Academy, living in a trailer and writing for magazines as an extra source of income.In 1973 he became a full-time writer, publishing Carrie. After several moves, he reached Bangor, Maine in 1980. In the words that grace so many of his books... "He lives with his wife and their three children in Bangor, in Maine, his home state and the place where he feels he really belongs?. His books often focus on evil and the result that fear imposes on people. It deals with several children who have a bit of a trouble with a long-living entity who goes on a killing spree every 27 years... They try desperately to kill it and think they succeeded as children... as they are older they find out that the thing has returned... and they must defeat it once again. They come back to Derry to destroy the evil (it). This time they manage to make absolutely sure that they kill IT.Finally they kill the IT.Well each of them leave Derry, and totally forgets anything that happened. IT was a kind of spider at the end of the story. IT is related with Stephen King?s life, he had a lot of problems while on his child hood. He always wanted to forget the past and in story he made his characters to forget what happened.he can?t forget the past and he wants to show himself that he can forget the bad thing if he really want to forget. On the beginning of the story he show the children like a bunch of losers, other kids don?t like them ,they always mass around them. Also a lot of kid mass around him when he was a little alone kid,he wanted to make friends but no one did like him.he tell the hard thing for the characters weary well because he had the same experiences. In the story he tell us about his childhood under different names. Stephen King believes medic, and he has a lot of fears.All most his all books he use magic ,he thinks that magic is exist.Once he said that?Kids, fiction is the truth inside the lie, and the truth of this fiction is simple enough: the magic exists?.In the story characters beat the IT with magik,he believes magic so it isn?t hard to imagine that kind of unbelievable things.At the end of the story IT shows her self like an insect ,Stephen King fraids of spider and think that you are fraid of spider what do you use for fraytined things ofcaurse giant spider.He tell the gint spider perfectly because a spider is

The Impact Of Economic Globalization In The World Dissertation

The Impact Of Economic Globalization In The World - Dissertation Example According to Plato’s The Republic the primary purpose for the inception of society is the recognition of human insufficiency. This is based on the acknowledgment that a single person can perform better if the person focuses on performing functions of which the individual is highly efficient. From this perspective, Plato stipulated that specialization and the sharing of necessary skills are fundamental for the inception of society and its growth and development. Fast-tracking in the present, countries around the globe recognize the significance and necessity of being integrated into the global market for economic, social, and political development of particular countries. The participation in the global market of countries is made possible by the reality of globalization. Globalisation is not a contemporary development. In fact, it has been the long part of human history. However, contemporary connotation and implication of globalization are unique in the contemporary period ba sed on the supposition that it has the widest reach and implication (Haase, 2012Soomro et al., 2011). This means that the impact of globalization permeates all facets of global society transforming the dynamics of both local and international transactions (Gruber, 2011). As such, economic globalization serves as the fundamental framework paving for all the other changes to transpire. 1.1.Background of the Study Globalisation has been approached and defined in various ways (Suarez-Orozco and Qin-Hilliard, 2004).

Augmenting the Level of Production of Renewable Energy within the UK Coursework

Augmenting the Level of Production of Renewable Energy within the UK - Coursework Example The report discusses the various prospects and policies of the project along with its implication upon the stakeholders specifically the natural environment. Notably, the approach of the Department of Energy and Climate Change to initiate the Severn Tidal Power can be regarded as a positive attempt to ensure a better and sustainable position for the energy sector of the nation. It also attempts to depict the positive impact the project can have on the future generations in terms of environmental sustainability and abundance of natural power and resources. However, the analysis suggested that the approach might cause severe negative implication upon the natural environment and habitat that can further endanger the lives of the aquatic animals. Contextually, several key recommendations have been made to mitigate the same in the long run. In the present day context, the climate change has become one of the sever issues in the global environment and likewise, authorities of each and ever y nation are emerging with approaches to deal with this particular environmental concern one-way or the other. There are numerous approaches that can be adapted to deal with the contemporary environmental issue. One such approach is the reduction of the emission of greenhouse gases to the natural environment. Contextually, this particular report will provide a brief overview of the approaches of the UK government to mitigate the environmental problems prevalent within the nation. The Committee on Climate Change has emphasized the production of renewable energy so that negative impact towards the environment could be mitigated. Likewise, this report will focus on providing a critical assessment of the proposal of the Department of Energy and Climate Change of UK to comprehend its probable effectiveness in a comprehensive manner.

A Brief History of Heineken Company Analysis

A Brief History of Heineken Company Analysis Heineken is one of the global leading brewers. The company is headquartered in Amsterdam, the Netherlands, and spreads its business all over the world. In this report, we have taken a deep look into the Heineken Company. We will generally display the company portfolio, and then followed by the companys past 5 years performance. Afterwards, the report will focus on Heinekens international marketing activities with detailed explanations of its international marketing strategies. Ultimately, the report will extend to discuss miscellaneous topics of Heineken Company, and ends up with an exhaustive conclusion. Introduction Heineken is one of the worlds biggest brewers and is committed to remaining strong and independent. The brand is named after the founders name Heineken -can be found all around the world. Heineken has become one of the most valuable international premium beer brand since last century and it is still growing stronger. Heineken is also one of the experts of beer brewing and has built quite a number of specialty beers around the globe. In addition to the Heineken brand, there are more than 170 specialty beers which meet a variety of consumers needs from every corner of the world. The famous brands include Amstel ®, Europes third-largest selling beer, Cruzcampo ®, Tiger ®, Zywiec ®, Birra Moretti ®, Ochota ®, Murphys ® and Star ®. Heineken has wide international presence through a global network of distributors and breweries. Heineken owns and manages one of the worlds leading portfolios of beer brands and is one of the worlds leading brewers in terms of sales volume and profitability. History The Heineken story began more than 140 years ago in 1864 when Gerard Adriaan Heineken acquired a small brewery in the heart of Amsterdam. Since then, four generations of the Heineken family have expanded the Heineken brand and the Company throughout Europe and the rest of the world. Employees In 2007, the average number of employees employed was 54,004 170 brands Heinekens leading brand portfolio includes more than 170 international premium, regional, local and specialty beers. Our principal brands are Heineken ® and Amstel ®. We continually seek to reinforce our brands through innovations in production, marketing and packaging. 139.2 million hl The Heineken brand is available in almost every country on the planet. We own more than 119 breweries in more than 65 countries brewing a Group beer volume of 139.2 million hectolitres. Segments Heineken applies typical Global Area Structure to their organizational strategy. Global area structure is an organizational arrangement in which primary operational responsibility is delegated to area managers, each of whom is responsible for a specific geographic region. (International Business, 5th edition, Rugman Collinson). Heineken distinguishes the following geographical segments: Western Europe Central and Eastern Europe The Americas Africa and the Middle East Asia Pacific Head Office/eliminations. Segment information is presented only in respect of geographical segments consistent with Heinekens management and internal reporting structure. Heineken runs its business in five regions, which is in charge of regional presidents. Regional subsidiaries, which remain high responsiveness to the group departments,are responsible for management, risk assessment and operation efficiency. The distribution models of Heinekens is of a big variety. Goods are delivered in multiple ways in every country, depending on the countries conditions, usually direct to the wholesalers or via third parties. Hence, distributions diverse. The various distribution models are taken in charge by regional subsidiaries as well. In such a circumstance, no secondary segment information is in hand. Targeting Young adult consumers (core aged 18-25) around the world is the group Heineken targets at. Heineken is aware of the rise of popularity of mixers and other drinks in this market. Positioning The premium positioning of the Heineken brand is crucial to the growth strategy. Maintaining this positioning requires a combination of the highest quality brewing process delivering the highest quality beer and creative and compelling marketing. As the brand extends its global market share, and its positioning becomes more consistent, its marketing is becoming increasingly international. However, within the marketing mix, there will always be a requirement for locally driven campaigns and support. Product strategy Theory Product strategies vary depending on the specific good and the customers. Some products ca be manufactured and sold successfully both in the United States and abroad by using the same strategies. Other products must be modified or adapted and sold according to a specially designed strategy. A number of factors can compel an MNE to use moderate to high product modification. These include economics, culture, local laws, and product life cycle. Application A key strength for Heineken is the fact that the product is produced to be exactly the same, no matter which of 115 or more breweries it was produced at. The recipe has stayed the same for nearly 150 years, and Heinekens attractive packaging and red star are recognizable nearly anywhere in the world. Heinekens entire brand image is centred on it being a superior quality beer with exceptional taste. Heineken has also won many awards for its beer, which reinforces their claim that Heineken is a product of the highest quality. One potential weakness is that Heineken lacks a production base in many markets, which inevitably leads to higher costs associated with getting the product to market in these areas. However, the flip side to that is the consumers perception of premiumness that is often associated with an imported beer versus one that is produced domestically. Another important strength for Heineken lies in their innovation, as is evident by their recently released Heineken Draught Keg. Since the Heineken beer is recognized all over the world, and the product life cycle is quite short, there is no need to do large modification to the beer itself. Meanwhile, its package changes several times within a year, which makes it fresh to consumers and also a efficient way to promote their products. Company performance This report also analyzes the Heineken Company performance in a horizontal scope as well as a vertical scope. We will first measures its regional performance, and followed by a last 5 year performance evaluation. As we know, Heineken Company is a Multinational Enterprise. It has been doing business in different regions worldwide. Take appropriate measures when dealing business with typical customers is quite important. The financial statement of year 2009 will be released on March 20, 2010. So the analysis is mainly based on the data from 2004 to 2008. Key figures Revenue: In general, the Heineken Company enjoyed increasing revenues in last 5 years, from à ¢Ã¢â‚¬Å¡Ã‚ ¬ 10062 million (2004) to à ¢Ã¢â‚¬Å¡Ã‚ ¬14319 million (2008). EBIT: Earnings before interests and taxes (EBIT) is used as a primary measure of profitability, without taking interests and taxes expenses into consideration. The higher EBIT, usually, the better. The EBIT was à ¢Ã¢â‚¬Å¡Ã‚ ¬1348 in 2004, à ¢Ã¢â‚¬Å¡Ã‚ ¬1249 in 2005, reached its peak at à ¢Ã¢â‚¬Å¡Ã‚ ¬1832 in2006, and then decreased to à ¢Ã¢â‚¬Å¡Ã‚ ¬1418 in 2007, even declined further to à ¢Ã¢â‚¬Å¡Ã‚ ¬1080 in 2008, measured in millions. Net profit: Net profit calculated by profit before taxes minus taxes. The net profit has almost the same trend as EBIT: rose from à ¢Ã¢â‚¬Å¡Ã‚ ¬642 million (2004) to à ¢Ã¢â‚¬Å¡Ã‚ ¬ 1211 million (2006), then it suffered a downwards shrink to à ¢Ã¢â‚¬Å¡Ã‚ ¬807 million (2007) and à ¢Ã¢â‚¬Å¡Ã‚ ¬209 million (2008). Dividends: Dividends is a portion of money a company paid to its shareholders. It can be used to measure a companys financial health. The dividends of Heineken kept growing from à ¢Ã¢â‚¬Å¡Ã‚ ¬173 million in 2004 to à ¢Ã¢â‚¬Å¡Ã‚ ¬343 million in 2007. In 2008, it fell by a small amount to à ¢Ã¢â‚¬Å¡Ã‚ ¬304 million. Net cash flow: Net cash flow is a part of cash flow statement, represented the cash receipts minus cash payments. Net cash flow was -à ¢Ã¢â‚¬Å¡Ã‚ ¬550 million in 2004, leaped to à ¢Ã¢â‚¬Å¡Ã‚ ¬401 million in 2006, and dropped to -à ¢Ã¢â‚¬Å¡Ã‚ ¬227 million in 2007, finally climbed up to à ¢Ã¢â‚¬Å¡Ã‚ ¬225 million. Regional analysis Western Europe Have an eye on Western Europe, Heineken is doing excellent: Heineken is Western Europes leading brewer and the region is the biggest contributor to Group profitability, thanks to the strong market positions and excellent brand portfolio. Heineken is Europes number one beer. Heineken has market leadership positions in the Netherlands, UK, Spain and Italy; and it is the number two player in France, Ireland and Switzerland. In the Western Europe, in the year 2004 to 2007, the revenues were around à ¢Ã¢â‚¬Å¡Ã‚ ¬5,400 million. However in 2008, it jumped to à ¢Ã¢â‚¬Å¡Ã‚ ¬7661 million. Heineken even generated à ¢Ã¢â‚¬Å¡Ã‚ ¬8,432 million revenue, with earnings before interests and taxes (EBIT) à ¢Ã¢â‚¬Å¡Ã‚ ¬792 million in 2009. The total assets were à ¢Ã¢â‚¬Å¡Ã‚ ¬3924 million in 2004, but almost tripled to à ¢Ã¢â‚¬Å¡Ã‚ ¬11678 million in 2008. And the group beer volume has doubled in past 5 years, reaching 56,345,000 hl (2008). It takes up 38% of the Groups consolidated EBIT. Western Europe is Heinekens main market. Central and Eastern Europe Central and Eastern Europe is Heinekens largest region by volume. The business is benefiting from integration of acquired breweries and the outcome of portfolio optimization. The Heineken brand is increasing its popularity. The beer market there is largely influenced by financial crisis last year. The high price of our products can also be an influential fact. Within this region, the company earned increasing revenues between à ¢Ã¢â‚¬Å¡Ã‚ ¬2,526 million and à ¢Ã¢â‚¬Å¡Ã‚ ¬3,687 million in last 5 years, and EBIT from à ¢Ã¢â‚¬Å¡Ã‚ ¬254 million in 2004 to à ¢Ã¢â‚¬Å¡Ã‚ ¬389 million in 2009. The total assets have a 20% growth within 5 years. Group beer volume generated a 50% increase. Africa and the Middle East The improved political stability continues to drive economic development and improve purchasing power, making beer more affordable. The popularity of the brands and of Heineken beer in particular, is rapidly growing. Heineken is the number two brewer in Africa and the Middle East. The revenue in this region in 2009 was à ¢Ã¢â‚¬Å¡Ã‚ ¬1,817 million, and EBIT was à ¢Ã¢â‚¬Å¡Ã‚ ¬485 million. In the past 5 years, the revenue doubled and the EBIT tripled, total assets also grew from à ¢Ã¢â‚¬Å¡Ã‚ ¬825 million to à ¢Ã¢â‚¬Å¡Ã‚ ¬1919 million. And the market volume is still rapidly growing. Heineken Company has a long-term orientation in this market. The Americas The economic downturn led to lower on-trade consumption and downtrading in the off-trade, especially in the USA. In the fourth quarter volume of the Heineken brand showed a positive trend in Canada, the Caribbean and South America. In 2009, the revenue was à ¢Ã¢â‚¬Å¡Ã‚ ¬1566 million while the EBIT was only à ¢Ã¢â‚¬Å¡Ã‚ ¬210 million. The revenue welcomes a peak at 2006, and has a moderate float in the rest of 5 years. EBIT tells almost the same story. Total assets have a 50% growth over 5 years. And the group beer volume up soared by approximately 5,000,000 hl. Asia Pacific The revenue in 2009 was à ¢Ã¢â‚¬Å¡Ã‚ ¬309 million, and EBIT was à ¢Ã¢â‚¬Å¡Ã‚ ¬103 million, the company also has a long-term orientation in this region. The revenue has a continuous decline, from à ¢Ã¢â‚¬Å¡Ã‚ ¬471 million to à ¢Ã¢â‚¬Å¡Ã‚ ¬297 million, with slight floating. EBIT began at à ¢Ã¢â‚¬Å¡Ã‚ ¬63 million, ended at à ¢Ã¢â‚¬Å¡Ã‚ ¬65 million, and topped at à ¢Ã¢â‚¬Å¡Ã‚ ¬95 million 2006. Total assets experienced an upward trend from 363 to 552, measured in millions of euros. Management Heineken Holding N.V. controls the Heineken Company. The Heineken N.V. Executive Board has two members, CEO and CFO. And it is chaired by the CFO Jean-Franà §ois van Boxmeer. The CEO is responsible for Group Commerce, Group Supply Chain, Group Human Resources, Group Corporate Relations, Group Legal Affairs, and Manager Group Internal Audit. The CFO is in charge of Group Control Accounting, Group Finance, Group Business Development, Group Process Technology Directors, Group Strategy Director, and Group Strategic Partnerships. There are five operating regions, namely, Western Europe, Central and Eastern Europe, The Americas, Africa and the Middle East as well as Asia-Pacific. Each region has a Regional President. The Executive Committee is consist of two members of the Executive Board, the five Regional President,s and five Group Directors. The Executive Committee supports the development of policy and ensures the alignment and implementation of key priorities and strategies across the organization. Segmentation: Heineken sells its beer all around the world and has a global market share of 7%. The prime market of Heineken is Europe, in 2008 almost 50% of Heineken its sales were in Europe. Asia-pacific and the Americas cover the other 50%. The Americas count for nearly 30% of Heinekens sales, and the Asia-pacific for 20%. Heineken has divided all the types of beer it sales into groups. Standard lager, premium lager are the hold most products sold all over the world for Heineken. Together they count for almost 85% of all sales of Heineken. With standard beer counting for 55% of the total sales. Furthermore Heineken has got the groups specialty beer, ales shouts and bitters, and low or no alcohol. The group specialty beer count for 10% of the sales, so ales shouts and bitters, and low or no alcohol are of hardly any part of the sales of Heineken. Targeting: Because Heineken is a beer brand it can only sell to people who are older that a certain age. That age is set by the governments. The general age set by the governments for people to buy beer and other alcoholic drinks is set at 16 years in and older to 21 years and older. So the target market of Heineken is everyone older than the age set by the government. In what way does Heineken target the separate markets within those markets? To target the young adults (age 18-30) Heineken uses music. Heineken organizes for example a deejay-contest a lot of young adults are willing to go to that party. Heineken makes sure that their name is all over the place and that the party is a huge success Only Heineken beer is sold on that party, their name Heineken is everywhere you look. In this way Heineken makes sure that their name is widely known. Their name is also associated with successful parties so every time those young adults go to a party they will compare it to the Heineken party. That is the way of getting a good reputation among young adults. Because of this reputation Heineken will sell more beer to those young adults, which is their goal. Beer is very often associated with football. Heineken is a sponsor of the UEFA Champions League. At the beginning and during a football match their name is on billboards on the sides of the field. Their name is also mentioned before the match begins, for example: this match is sponsored by Heineken. In this way Heineken associates itself with football. Their target market with this type of advertising are the man who like watching football and who are allowed to drink, which is a big group. They are indirectly targeting the young people who are not yet aloud to drink, because they are watching to that match to they associate watching football with Heineken, so when they are allowed to drink they will probably buy Heineken to drink during the match. To target the women Heineken introduced Jillz and beer that is less bitter. Jillz is a apple cider mixed with water and barley malt and fruit. It is developed especially for women, because most women dont like beer. When you look at the commercial of Jillz you see four good looking men picking apples. Because women like watching to those men they will buy Jillz assuming that by drinking Jillz they will encounter such a good looking guy. Another way of targeting the women is by introducing a beer that is less bitter. Heineken introduces products like Wieckse Witte a white beer, which is less bitter than normal beer and has got a reddish color. Heineken introduced this type of beer because they assumed that women dont like beer because of its bitterness. Positioning, Market entry and distribution strategies: Waar verkopen ze en hoe krijgen ze de producten daar en hoe zijn ze in die markten binnen gekomen? Heineken sell its products almost everywhere in the world. Because beer hasnt got a high value per liter. Distributing the beer by for example a tanker is too expensive, so Heineken has to have a lot of breweries to supply in the countries they sell their beer in. because of this Heineken has got approximately 120 breweries in more than 70 countries. Heineken mainly sell its products through supermarkets/hypermarkets, specialist retailers and on-trade business. 7% of its products is sold on a different way. Drawing a conclusion this mean that Heineken is depending on other retailers to sell its products. Heineken doesnt have got a shop that sell only Heineken products. The only way in which Heineken is selling its own products is though internet. People can order Heineken beer on the official Heineken site, for example on www.Heineken.nl. Product strategies: There are a lot of different types of beer; there are bitter beers, sweet beers, sour beers, beers with a different amount of alcohol in it and different colors. This are some things that Heineken can differ its beer in. This shows that there are a lot of types of beer, but beer doesnt need a lot of modification. Heineken has got many different types of beer, even in one country. Heineken has got a total of 200 different products. There are different reasons for those modifications. According to International Business a book from Alan M. Rugman and Simon Collinson, there are four points on which a product has to be modified: Economics, culture, local laws and product life cycle. Economics: In each country the customers have got different needs. People want different amount of beer in a bottle, or they want more alcohol in their beer. Because of all these different needs Heineken has got to make a lot of different products, products that differ in size, alcohol percentage and shape. In the Netherlands for example, Heineken sell their beer primarily through the super markets and in bars. So Heineken sells often sells its products in bottles in crates, and in casks. The amount of beer in the bottles is approximately 33 cl. Culture: The history of beer a country and the time beer is present in a country causes many different tastes for and in those countries. In Germany for example people like to drink light beer(white beer). So when Heineken wants to sell beer in Germany it should not come up with dark beer with a high percentage of alcohol. So the culture of countries causes a lot of different demands for beer. Local laws: The laws of a country are very important for the beer products. When Heineken is not allowed to sell beer with a high percentage of alcohol in it, or when they are forbidden to use a certain ingredient, Heineken has got to come up with different products. Product life cycle: This concept states that a product has got to develop in order to maintain its sales. So Heineken needs to modify the beer products in order to keep ahead of the competition. Another reason to modify is to try and come up with other types of product before the demand of other products has declined to much, and to try and get to new markets. An example for this is Jillz, Heineken wants to sell its product to women, it keeps ahead of the competition, because the competition didnt came up with the same idea, and it invents a new product before another product, Wieckse Witte, shows a decline in sales. Pricing strategies: According to International Business a book from Alan M. Rugman and Simon Collinson, there are four forces that influence the pricing. Government controls, Market diversity, Currency fluctuation and Price escalation forces. Government controls: The government in the Netherland raises an excise on products that contain alcohol. Because beer contains alcohol, the prices of Heineken beer are higher than they would have had without that tax. The excise on crates is the same for every company, so Heineken can compete to other beers. Because Heineken is a premium beer, the price for a crate of Heineken is a lot higher than other types of beer. Therefore Heineken competes with other premium beer brand. Market Diversity: The marker diversity between countries causes different prices between those countries. A premium beer a Heineken can encounter a low demand for its beer. Heineken is than forced to sell its products for a low price to gain market share or just to sell beer. Heineken doesnt really have this problem, because they have over 200 different types of beer, so there is a high probability that Heineken does have the taste the people in that country like. Currency fluctuations: The currency fluctuations between countries cause higher or lower prices for Heineken beer that is exported. When the value of a currency in a country, where Heineken has got a brewery, declines compared to an country where the beer brewed is exported to, the prices of Heineken beer will increase compared to local beer brands. Price escalation forces: When the prices of producing Heineken increase by 25 cents, Heineken will try to pass this along to retailers in the production cycle closer to the consumers. Every retailer in the production cycle wants to make profit, so they will add an percentage increase. This increase in price will be larger the closer the product gets to the consumer. The increase of 25 cents may increase the prices in the supermarket with 35 cents.