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Dear CEO and GenMax Board Members, It seems as though Aero Motors can go one of two ways with its introduction of the Aero Motors brand to the North America markets. The company can decide to go- it- alone or try to partner with an existing company in the United States. In this brief, we will look at the risk/reward of each strategy, how to use the existing Aero brand and following in the United States, and my overall recommendation. If it is decided to go-it-alone, Aero Motors will effectively be starting from scratch. Although extremely popular in the European and Asian markets, Aero is not a well-known entity in the U.S. Not only will we be tapping into a new market, but it is a new product line. Advertising and promotion will be vital, as will the necessary market research initially. A support service to service the cars in North America will have to be established, along with proper distribution channels. This will not be cheap. A large investment will have to take place, and it will also take time to implement a competitive marketing strategy to reach our intended audience. Since we only have a limited window (2 years) to maximize our current technology advantage over our competitors this makes it a risky proposition. Going-it-alone will give Aero Motors full control over all aspects of introducing the new cars from start to finish. We can decide what markets to enter, and have creative control over our advertising campaign. We get to keep our current technology advantage amongst ourselves. Upfront costs and investments will be costly for the first couple years, but Aero Motors will reap all the long-term benefits. Establishing a strong brand is our primary objective, and partnering with a U.S. based company will take away from truly making Aero unique and independent. If we are a financial success like I believe we will be, those

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