Case Study-AW1 online

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Comment: Please answer the following 5 questions briefly but completely. Each answer should be no more then 1 page single spaced

1. Your firm has developed valuable new medical products using unique biotechnology know-how. You are trying too decide how best to serve your European clients. Your options are detailed below. The cost of building your manufacturing facilities will be large relative to your company’s capital, but is not outside your reach. If these are the ONLY choices your firm has, which one do you choose and why?

A. Manufacture the products at home and let foreign sales agents handle marketing.

B. Manufacture the products at home and set up a wholly owned subsidiary in Europe to handle marketing.

C. Enter into an alliance with a large European pharmaceutical firm. The products would be manufactured in Europe by the fifty-fifty joint venture and marketed by the European firm.

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4.You work for a company that designs and manufactures lap top computers. Your company’s R&D center is in North Dakota. The computers are manufactured under contract in Taiwan. Marketing strategy is delegated to the heads of your three regional offices: North America (Chicago); Europe (Paris); and Asia (Singapore). Each regional group develops the marketing approach within its region. In order of importance, the largest markets for your computers are North America, Germany, the UK, China and Australia. Your company is experiencing problems in its product development and commercialization process. Products are late to market, the manufacturing quality is poor, costs are higher than projected and market acceptance of new products is less than hoped for. What might be the source of these problems and how do you fix them?

5. You are the CFO of a company that has a wholly owned subsidiary in Mexico that manufactures component parts for your U.S. assembly operations. The subsidiary has been financed by bank borrowings in the U.S. One of your analysts tells you that the Mexican peso is expected to depreciate against the U.S. dollar by 30% over the next year. What actions if any should you take? Why?

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