Analysis of a market entry plan for Dyson Limited and its Airblade hand dryer in South Korea

Résumé du document

Dyson is an ambitious and innovative company which makes good profits. The company is already present in many countries as well as in Asia (Japan) and has a good experience of the international market. After a strong analysis of PESTEL environment, task environment and organization's resources and capabilities, we have chosen to expand the Dyson's Hair Dryer in South Korea. Indeed, country like South Korea has an extrovert economic system which is favorable to international trade.

Moreover, South Korea has a high GDP per person. The country is ranked number seven on the top list of Asia's GDP per person with Singapore ranked one and Japan is ranked number five. The South Korean taxes could be the lowest in Asia because the customs duties are practically absent as in Japan. Country like South Korea is a well-developed country and is also ready for innovative and electronic products.

Extraits

[...] If good sales (around Hand Dryer), Dyson will implant its showroom in Seoul city centre. Marketing strategy: Segmentation, Targeting, Positioning: The Dyson Airblade hand dryer regards the Household electrical appliances market segment. The customers are mostly B2B, like Hotels, restaurants, large offices, airports etc, wherever there are a lot people everyday. Dyson can also sell its products to architects and developers. Potential customers are also truck stops around the country, sports arenas, gyms, schools, airports and hospitals, where hygiene is the most important. [...]

[...] Analysis of a market entry plan for Dyson Limited and its Airblade hand dryer in South Korea Overview I. Introduction 3 II. Situation Analysis 4 III. Objectives 4 IV. Marketing strategy 5 V. Marketing mix 5 Product 5 Price 7 Place 8 Promotion 9 Service 10 VI. Budgets 10 VII. Tactical Plan & Action Plan 10 VIII. Control 11 IX. Conclusion 11 Annexes 12 Introduction Dyson is an ambitious and innovative company which makes good profits as we saw in the previous report. [...]

[...] This has often proved too long for many users who are prone to abandon the process half way through - with resulting damp hands. The Dyson Airblade™ starts and stops automatically so there is nothing to touch. Dyson Airblade™ hand dryer uses 80% less energy than conventional warm air hand dryers and produces 70% less CO2 than paper towels, so it help businesses to reduce costs. It's the first and only hand dryer that works properly (see annex). The creativity, powerful technology, and investment in research and development as a strategy make Dyson increase their profit. [...]

[...] Objectives Dyson would like to export its Dyson Airblade Hand Dryer in South Korea for the next year. In order to make sure the objectives are practical and measurable, I will follow and fit the following criteria: Specific On a three year basis, Dyson would like to reach a turnover of 3174000£. That means 000£ turnover the first year with a 15% increase each year. Measurable These figures will be easily measurable as there is no Dyson' products available on the South Korean market for the moment. [...]

[...] After a strong analysis of PESTEL environment, task environment and Organisation's resources and capabilities, we have chosen to expand the Dyson's Hair Dryer in South Korea. Indeed, country like South Korea has an extrovert economic system which is favourable to international trade. Moreover, South Korea has a high GDP per habitant. The country is ranked 7 on the top list of Asia's GDP per habitant with Singapore ranked 1 and Japan ranked 5. The South Korean taxes could be the lowest in Asia because the customs duties are practically absent as in Japan. [...]