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.