You are the international business development head of a United Kingdom based company that just designed a revolutionary new laptop that can perform the same functions as existing laptops but costs only half as much to manufacture. The design of this laptop is protected by several patents and copyrights. Your CEO has asked you to formulate a proposal for how to expand into the United States. Your options are (a) to export from the United Kingdom, (b) to license a firm based in United States to manufacture and market the computer there, and (c) to set up a wholly owned subsidiary in United States. Evaluate the pros and cons of each alternative and suggest a course of action to your CEO. Word Count 600)
You are the international business development head of a United Kingdom based company that just designed a revolutionary new laptop that can perform the same functions as existing laptops but costs only half as much to manufacture. The design of this laptop is protected by several patents and copyrights. Your CEO has asked you to formulate a proposal for how to expand into the United States. Your options are (a) to export from the United Kingdom, (b) to license a firm based in United States to manufacture and market the computer there, and (c) to set up a wholly owned subsidiary in United States. Evaluate the pros and cons of each alternative and suggest a course of action to your CEO. Word Count 600)
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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Q1) You are the international business development head of a United Kingdom based company that just designed a revolutionary new laptop that can perform the same functions as existing laptops but costs only half as much to manufacture. The design of this laptop is protected by several patents and copyrights. Your CEO has asked you to formulate a proposal for how to expand into the United States. Your options are (a) to export from the United Kingdom, (b) to license a firm based in United States to manufacture and market the computer there, and (c) to set up a wholly owned subsidiary in United States. Evaluate the pros and cons of each alternative and suggest a course of action to your CEO. Word Count 600)
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