peak at 2006, and has a moderate float in the rest of 5 years. EBIT tells almost the same story. Total a Does Asia still need “Traditional” Expats? ssets 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 €309 million, and EBIT was €103 million, the company also has a long-term orientation in this region. The revenue has a continuous decline, from €471 million to €297 million, with slight floating. EBIT began at €63 million, ended at €65 million, and topped at €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-François van Boxmeer. The CEO is r Does Asia still need “Traditional” Expats? esponsible for Group Commerce, Group Supply Chain, Group Human Resources, Group Corporate Relations, Group Legal Affa Does Asia still need “Traditional” Expats? irs, and Manager Group Internal Audit. The CFO is in charge of Group Control & Accounting, Group Finance, Group Business Development, Group Process & Technology  Does Asia still need “Traditional” Expats? 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 cons Does Asia still need “Traditional” Expats? ist 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 sal>