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Expanding the Playing Field NikeÂs World Shoe Project

World Resources Institute Sustainable Enterprise Program A program of the World Resources Institute Expanding the Playing Field: Nike’s World Shoe Project Teaching Note For more than a decade, WRIs Sustainable Enterprise Program (SEP) has harnessed the power of business to create profitable solutions to environment and development challenges. BELL, a project of SEP, is focused on working with managers and academics to make companies more competitive by approaching social and environmental challenges as unmet market needs that provide business growth opportunities through entrepreneurship, innovation, and organizational change. Permission to reprint this case is available at the BELL case store. Additional information on the Case Series,†¦show more content†¦Three key issues contributed to the disappointing sales. First, internal organizational challenges prohibited the growth of the line. Rigid profit margin expectations handed down by corporate headquarters created an environment that encouraged the sale of Nike’s high-margin products to high-end customers. Regardless of the low cost of the World Shoes, they were still slapped with a high profit margin, resulting in overpriced products compared to local Chinese products. Second, because of the current distribution network and infrastructure that Nike had in place for its high-end footwear, the World Shoes, distributed through the same channels, didn’t reach the proper target market. The Series 100 and Series 400 were simply placed on a shelf next to the expensive Air Max in an urban retail store. The consumers in the intended market segment, who lived primarily in rural areas, didn’t necessarily shop at these places. However, Nike had no system to distribute the shoes outside of its three major metropolitan areas. Finally, no marketing plan for the World Shoes existed in China. (Marketing was left up to the local country managers.) Neither the Chinese retailers nor the consumers had any understanding of the value of the World Shoe line. Case A ends without any indication of what will become of the World Shoe project. In two days, Tom Hartge will meet with CEO Phil Knight and the fate of the project will beShow MoreRelatedNike.S World Shoe Project1426 Words   |  6 PagesCASE STUDY - EXPANDING THE PLAYING FIELD: NIKE.S WORLD SHOE PROJECT â€Å"To bring inspiration and innovation to every athlete in the world† †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..Company Mission Statement â€Å"We want to be able to shoe and clothe young athletes of the world regardless of where they live. To do it for really difficult socioeconomic situations is both challenging and rewarding† †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦...Tom Hartge, Footwear Director for Emerging Markets The words â€Å"Just make me the shoe!† echoed down the boardroom table to Tom HartgeRead MoreSummary Article Nikes Dispute with the University of Oregon9247 Words   |  37 PagesEncyclopedia Nike, Inc. is a major publicly traded Public company A publicly-traded company is a company that has permission to offer its registered securities for sale to the general public, typically through a stock exchange, or occasionally a company whose stock is traded over the counter via market makers who use non-exchange quotation services.-Securities... sportswear and equipment supplier based in the United States. The company is headquartered in Beaverton Beaverton, Oregon BeavertonRead MoreNike Swot Analysis4730 Words   |  19 PagesNike: Sweatshops and Business Ethics History What started with a handshake between two running geeks in Oregon in January 1964 are now the world s most competitive sports and Fitness Company. Bill Bowerman the legendary University of Oregon track field coach and Phil Knights a University of Oregon runner under Bowerman coach, found the Nike Company, named by the Greek winged goddess of victory. First the company was named Blue Ribbon Sports. The Nike athletic machine began as a small distributingRead MoreNike Inc.: China Essay5605 Words   |  23 Pages7 | Conclusion †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦........................22 Section 8 | References †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.23 EXECUTIVE SUMMARY The following report concentrates on the Chinese subsidiary of Nike, which is considered to be a high potential area for success for Nike and is also the largest producer of Nike’s products. Nike’s parent country is o the United States of America, and their head office is situated in Oregon. The cultural differences between the two countries are veryRead MoreStrategic Analysis of Nike Inc12147 Words   |  49 PagesTABLE OF CONTENTS Executive SummaryÂ…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â….Â…Â…Â…Â…p.4 HistoryÂ…Â…Â…Â…Â…Â…Â…Â…Â…Â…..Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…..p.6 Profile of CEOÂ…Â…Â…Â…Â…Â…Â….Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…..p.7 Competitor s ProfileÂ…Â…Â…Â….Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â….p.7 Industry ProfileÂ…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…..p.8 Company AnalysisÂ…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…p.9 Industry AnalysisÂ…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…......p.24 Top Competitor AnalysisÂ…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â….p.25 Other External ForcesÂ…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Â…Read MoreNike Strategy Analysis12215 Words   |  49 Pagesp.30 Strategic Plan†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..p.33 Conclusion†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦...p.38 LIST OF EXHIBITS 1. Sales Trends Graph†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦p.5 2. Net Income Trends Graph†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.p.5 3. Nike Board of Directors Table†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦...p.11 4. Table of Key Financial Ratios†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦...p.22 5. Net Income Trend Graph†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.†¦..p.24 6. Primary Strategic Match Position Chart†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.Read MoreOliberte Marketing Plan13181 Words   |  53 PagesCanadian shoe company that was founded in 2009 and which manufactures shoes in Africa to support local Africans by providing job opportunities so as to radically change their lives. Olibertà © has a unique business model that greatly supports social and environmental well being of local African communities. Olibertà ©Ã¢â‚¬â„¢s products are made from 100% natural raw materials and, to a large extend, processed by hand work. Their quality products are mainly distributed online and through general shoe stores,suchRead MoreMarketing Mistakes and Successes175322 Words   |  702 PagesMcDonald’s, Google, Starbucks Product Starbucks, Nike, Coke/Pepsi, McDonald’s, Maytag, Dell, Hewlett-Packard, Newell Rubbermaid, DaimlerChrysler, Kmart/Sears, Harley-Davidson, Boeing/Airbus, Merck, Boston Beer, Firestone/Ford, Southwest, MetLife, Borden, United Way, Vanguard, Continental, Euro Disney Distribution Nike, Coke/Pepsi, Newell Rubbermaid, Harley-Davidson, Vanguard, Starbucks, Kmart/Sears, Hewlett-Packard, Dell Promotion Nike, Coke/Pepsi, Maytag, Vanguard, Merck, Boston BeerRead MoreExport Import Marketing in Bangladesh16064 Words   |  65 PagesSecondary data: We need much information for the report, which we get from secondary data. These are: †¢ Annual Report of EPB. †¢ Annual report of BEPZA. †¢ Different types of documents. †¢ Various published documents from BGMEA †¢ World Wide Web Limitations First of all, we did not find any primary data specifically on this situation of Bangladesh. For this reason, to get the information of certain topics I had gone through others opinion. We found several problems in finding dataRead MoreBrand Building Blocks96400 Words   |  386 PagesBRAND BUILDING BLOCKS Building Strong Brands: Why Is It Hard? It is not easy to build brands in today s environment. The brand builder who attempts to develop a strong brand is like a golfer playing on a course with heavy roughs, deep sand traps, sharp doglegs, and vast water barriers. It is difficult to score well in such conditions. Substantial pressures and barriers, both internal and external, can inhibit the brand builder. To be able to develop effective brand strategies, it is useful to

Cement Industry of Ethiopia Free Essays

Contact Us Mr Abdissa Adugna – Secretary General Tel: +251-11-5156144, 5506043 – Fax +251-11-5508935 P. O. Box: 12898 Addis Ababa, Ethiopia E-mail: elia@elia. We will write a custom essay sample on Cement Industry of Ethiopia or any similar topic only for you Order Now org. et aalf@elia. org. et aalf-elia@elia. org. et aalf-elia2@elia. org. et The Ethiopian Leather Industries Association (ELIA) is organizing the All-African Leather Fair (AALF) 2008 which will take place in Addis Ababa from February 20-22, 2013. It will bring together tanners, footwear and other leather goods manufacturers, equipment and technology suppliers, chemical and inputs suppliers, manpower training institutions, trade promotion organizations, etc from all over the world. African companies and organizations are expected to constitute the largest attendance. The Fair is a specialized one designed to promote the African leather industry and to enable it create an interface with its partners within the continent and around the world. It will also offer the opportunity for business persons in the industry to meet and to talk face to face and to get immediate feedback on their prospective businesses. It will enhance their access to new markets and it will also provide a comprehensive forum for increased business in leather, leather products and the allied industries notably chemicals, machinery, components and accessories. Ethiopia has a successful track record in organizing specialized leather fairs. The Meet in Africa 2004 Leather Fair was one of such Fairs which was able to draw the participation of more than 270 Ethiopian and international exhibitors and more than 3000 international visitors. Organizing of specialized leather trade fairs similar to the All-African Leather Fair (AALF) 2013 will serve as a vehicle to promote the wealth that Africa has in the sector by making a platform available where the industry can showcase its exportable items to the world market. About Us Background and Organizational History Ethiopian Leather Industries Association (ELIA) is a nonprofit trade association of the leather industries businesses. ELIA works to enhance and improve the leather industries business climate by promoting export of leather, shoes and leather goods and garment, protecting the rights of members, and assisting businesses to improve. ELIA was first founded in 1994 as the Ethiopian Tanners Association. In the year 2004 the name was changed to the Ethiopian Tanners, Footwear and Leather Products Manufacturing Association to allow footwear and leather garments and articles full participation in the Association. The name was again changed, as of January 2007 to the Ethiopian Leather Industries Association (ELIA). ELIA Incorporates Footwear, Leather Garments Goods and Tanners operating in the country. Vision To be the premier association spearheading the emergence of the Ethiopian leather industry as a key global player representative of its members who are producing and exporting first choice leather and leather products. Mission The Ethiopian Leather Industries Association (ELIA) is a trade association of leather industries interested companies. ELIA works to enhance and improve the leather industries business climate. It is a recognized and respected representative and proponent of the leather industries in Ethiopia. Principal Objectives Promote and foster the interests of the leather industry Promote cooperation among its members and establish good working relations with other stakeholders in the value chain Represent its members in ational, regional and international forums Maintaining close working relationship with the government and help in creating and sustaining enabling environment for the industry Reflect the common interests of its members in negotiations with any institutions or individuals that work support the development of the leather industry Enhance the development of high standards in industrial ethics and quality of products Coordinate industry endeavors in environmental care and protecti on Coordinate the industry’s participation in enhancing social activities such as welfare, control of HIV/AIDS, alleviating gender related problems, youth unemployment, etc. Services Advocacy with regard to the industry’s views in administrative matters Coordinate capacity building activities through training programs, panel discussions, pilot project development, etc. Provides market information to its members Coordinates international trade fair participation of members Organizes All African Leather Fair (AALF) Coordinates industry’s role in sector problems Represents the industry in partnerships with donors, counter part organizations, etc. supporting similar initiatives Values and Principles The following values and guiding principles of ELIA have been adapted: Members-centered (empowerment, solidarity, participatory, need-based, culture, etc. ) Fairness and Equality, Moral ethical integrity Transparency Accountability Good governance, independence Communication Collaboration, Gender equality Environmental consciousness Sustainability, Impact Member Profiles MEMBERS The 37 members of the Ethiopian Leather Industries Association produce a wide range of goods for buyers throughout the world, from top of the line semi-processed and finished leather, to beautiful apparel, shoes and accessories. Please contact the following companies directly for more information concerning the many leather goods and accessories available from Ethiopia. Please download the profiles here. How to cite Cement Industry of Ethiopia, Papers

IT Security Threats in Smart Devices

Question: Discuss about the IT Security Threats in Smart Devices. Answer: Introduction Before discussing the various impacts which malwares have had in different realms of time, it is important to discuss the basic terms, the textual definition of malwares and the various types of malwares present. Malware- It is a term coined to computer programmes which have been created with a malicious intent and for harming other people and their systems. They are designed for performing harmful and unauthorized actions on systems. This is a really generic terminology which is being used for software built with bad intents. A lot of different malwares are present such as spyware, root kits, virus, bots, backdoors and Trojan horses Now talking about different types of malwares and how it works It is quite obvious that today, everyone knows what an adware, virus, spyware, Ransom ware or worms does to your system. Now more important for us is to analyse the past activities and pattern of the malwares and then make a plan for defending our systems against the malware attacks in future (Ozkaya, 2010). Now for understanding that we need to understand the stage life of a malware:- Design- a design is based as per the needs of the malware developer Replication- the malware starts replicating itself as soon as it is developed, this is the time when the developer tries to infect its intended target Launch- now, when the malware is residing on the target's system, it will activate itself as soon as the intended target performs a particular action or unknowingly activated the malware by clicking. Detection- this is the stage for which one can hope to come as early as possible to minimise the losses incurred by the malwares. The anti-malware team is required to do reverse engineering on the malware. Incorporation- in this stage, the code of malware is reverse engineered to find out all the damages it has don and then lastly a core is made in order to remove all the malware from the computer systems. Elimination- the very last step is of protecting the anti malware files with signature files to prevent any further damage. Background/ problems Malwares have been one of the most hazardous threats for the computer systems and it is not that they have been round the corner recently rather, malwares have been present right from the dawn of computer age. A lot of independent studies have shown that malware have led to billions of dollars of losses annually. Moreover, the people who are creating malwares can be anyone right from an activist to an official; hence, the future for keeping a hold on malwares also looks to be gloomy. Literature review Past In 1962, Bell telephone labs researchers had invented a game which was created in order to destroy software programs. So, it can be said that all really started with a game and the very first virus came i the year 1971, which was named APRANET and the virus replicated itself along with a message, Im Creeper, catch me if you can . Then in the year, 1981, we saw the first outbreak of viruses was seen o the Apple 2 platform. A person named Eric Cloner had spread a virus with the help of floppy disc which started infecting the boot sector and generated messages which hampered the performance of the system. Then finally, the term virus was coined to us by Professor Len Adleman at the Lehigh University. He explained the concept of virus in a seminar and soon after that computer virus became a part and parcel of our lives. 1986 was the year when people realized about the disaster which a virus can do their systems quietly, Brain Virus had tormented the systems in that time. The following year, 1987 was also equally disastrous for computer systems as Vienna virus spread across the globe and created havoc for computer users. Right after, the aftermath of Vienna virus, IBM introduced the very first antivirus to the world, Viruscan for MS-DOS In the year, 1991, several anti viruses companies came up with 300 viruses documents and the 1996 viruses started to hit the Microsoft platform, Laroux and then even the windows 32 was affected by viruses. The virus named HLLP.DE Trio started stealing viruses. The year 2001 can be stated as the benchmark year for the increase in number of e-mail and internet users, and due to this overwhelming number of users for internet, malware and viruses also started spreading several folds through the help of internet. 2007 was the year when Botnets affected millions of systems and DOS attacks also started changing the computer systems. Present In todays world, malware have become a strong force to beat for the developers and anti-malware teams. Its nice to see that several countries and states have come up with urgent contingencies but at the same time many developing and developed countries are still struggling to have a proper cyber security infrastructure for fighting against the ever-rising threat of malwares, although, currently the malware are easily winning this battle. The governments and independent bodies need to come up with emphatic and effective measures for curbing these malicious softwares from entering the World Wide Web and through that our systems. The article, Malware Are Defeating Cyber Security Safeguards with Ease clearly defines the battle between cyber security companies and malwares. It is appropriate to say that anti-virus programmes and other security software are of no use for now as till the time they arrive in the market, malware already do the damage they are supposed to do. The anti-viruses software is just able to clear up the left-over from these malwares. An article titled, "Prospective Cyber Security Trends" by Praveen Lal clearly predicts that the sponsored attacks would increase, and even social networking sites such as Facebook and Twitter also issued certain warnings regarding state sponsored attacks for their products and services. There have been several malware which was so sophisticated that they were not even detected and did damage to our systems, some of the malware such as FinFisher, Blackshades, Gameover Zeus, etc. are some of these malwares. The reality is that, available antivirus products in the market cannot shield the customers against various malware which are created by well funded nation-states. The anti-virus software can protect us against malware such as keystroke loggers, banking Trojans and e-mail worms but the zero-day exploits which are by these attacks and malware are still not known to antivirus companies (McClure, 2010). Future It is true, that these attacks will increase more in the future and these attacks will not be restricted to computer systems or smart devices Now, the reader can go through some of the statements from the IT experts:- Linux Securitys official site had an article which predicted the trend for future attacks, Mobile malwares would be monetized ultimately, the process of localization will definitely attract the attention of coders', the Open Source Anti- Malware will become more familiar and the Zero day malwares will see an increase in demand. A Cryptoviral extortion will undoubtedly emerge, which will hijack botnets in a more particular manner" As per, Todd Feinman, anonymous groups are not developing malware for the sake of money. More than money, their target is to embarrass their goals primarily the government agencies and different law enforcement. But unfortunately, when these developers post sensitive information online, they unknowingly help the second tier of the lower-skilled criminals who specialize in committing identity theft (Dalal, 2015). Critical/missing issues not addressed in the forum: The following assignment has really good information regarding malwares in past, present but not a lot of information was available for platforms such as malwares which can affect cars, home appliances and other things when, Internet of stuff would reach the grass root level of society. It is important to notice that milestones such as the zero day attacks, Stuxnet or Flame have not been discussed and that is really important to evaluate. It is essential to mention over here that if malware is a major concern, then in that case, it is essential to have a Risk Management Programme in the future planning system. It was missing in most of the research papers and if anything was mentioned then that was really scanty. References Dalal, P. (2016, April 4).Is present day Malware beyond the reach of Cyber security products and services?Retrieved June 5, 2016, from https://ptlb.in/csrdci/?p=358 Dalal. (2016, April 3).Malware are defeating Cyber security safeguards with ease. Retrieved June 5, 2016, from https://perry4law.org/?p=107 Huq, N. (2014).A trend micro research paper PoS RAM Scraper Malware past, present, and future. Retrieved from https://www.trendmicro.com/cloud-content/us/pdfs/security-intelligence/white-papers/wp-pos-ram-scraper-malware.pdf McClure. (2015, January 3).Prospective Cyber security trends in India 2015. Retrieved June 5, 2016, from https://perry4law.org/?p=47 Ozkaya, E. (2010). Retrieved June 5, 2016, from https://www.linkedin.com/pulse/malware-past-present-future-erdal-ozkaya