Heineken begins by exporting its product into new markets, and then ____ to a local brewer to establish its position in the market.
A) countertrades
B) licenses
C) exports
D) franchises
E) markets

Question

Quizplus · Accepted Answer

Heineken uses licensing to establish its position in new markets after exporting its product. This allows them to partner with a local brewer who has knowledge of the market and can help Heineken navigate cultural and regulatory differences. Countertrades, exports, franchises, and marketing may also be used in their market expansion strategy, but the question specifically asks about their method of establishing a position in the market.

Heineken Begins by Exporting Its Product into New Markets, and Then