Final answer:
Heineken begins by exporting and then typically 'licenses' to a local brewer to establish its position in new markets, leveraging the brewer's local expertise and networks while maintaining quality and brand consistency. Option c is the correct answer.
Step-by-step explanation:
Heineken, as an international company, uses various strategies to enter and establish its brand in new markets. When the company begins by exporting its product into new markets, the typical next step for establishing a stronger market presence is through forming partnerships with local entities. Among the options provided, the correct one would involve a method that allows Heineken to engage with a local business while still maintaining control over its brand and ensuring consistency in production standards.
The strategy Heineken employs after initial exporting is often to license its production process to a local brewer. By doing so, Heineken can capitalize on the local brewer's knowledge of the market, distribution networks, and existing customer base, while also ensuring that the product meets Heineken's quality standards. Licensing allows Heineken to receive royalties from the local producer without the high cost of setting up their own brewery initially and without the intricacies of international trade barriers.
Therefore, the correct option to complete the sentence "Heineken begins by exporting its product into new markets, and then ____ to a local brewer to establish its position in the market" is b. licenses. This approach provides a blend of local expertise with global brand recognition, which can be a win-win situation for establishing a foothold in a new market.