Business, 14.07.2019 00:00 gildedav001

You are the international manager of a us business that has just invented a revolutionary new personal computer that can perform the same functions as existing pcs but costs only half as much to manufacture. several patents protect the unique design of this computer. your ceo has asked you to formulate a recommendation for how to expand into western europe. your options are (a) to export from the us, (b) to license a european firm to manufacture and market the computer in europe, and (c) to set up a wholly owned subsidiary in europe. evaluate the pros and cons of each alternative and suggest a course of action to your ceo.

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Based on the pros and cons of the various methods of licensing, exporting, and owning a subsidiary, the best course of action would be Licensing a company.

Pros and Cons of exporting

Pros

Cheap to engage in.Significantly increases market base.

Cons

Lack of control over sales process. Need to partner with local partner for issues such as taxes. Pros and Cons of Licensing

Pros

Cheap to engage in.Allows for marketing to be done at no cost to you.

Cons

Lack of control over sales process. Requires delicate maneuvering to maintain relationship with partner. Pros and Cons of subsidiary

Pros

Allows for complete control of sales process. Allows for vision implementation the way the producer prefers.

Cons

Significantly expensive to start up. Expensive to maintain.

The best option would be licensing because the computer is protected by patents which are respected in Western Europe. You can therefore maintain some degree of control over sales while still saving on costs.

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Answer from: ryantrajean7

A) Export from the US:

Pros: Little intial cost for the company. Export led growth which is high in return.

Cons:This has problems since we should need a local importer and distributor. We would be dependent on local partners and might not be able to compete effectively.

(B) to license a european firm to manufacture and market the computer in europe.

Pros: Very low cost. We can quickly enter the market. Leave marketing and manufacturing to another firm.

Cons: Again, we lose control over our export market. Dependent on another company. If the relationship breaks down for some reason, it can take the whole European business with it.

C) To set up a wholly owned subsidiary in Europe.

Pros: Can develop the whole company in our own vision. Can apply for and defend patents better. Understand the local market and adapt to it.

Cons: It is very expensive with high costs of investment and operations.

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