Respuesta :
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.
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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