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

Extract

[...] This is consistent with the Dyson's hand dryer, because of its three basic characteristic: speed, costs less to run and the Most Hygienic Hand Dryer. If we want to successfully enter the South Korean market, a plan of where we are going is essential. I will use the SOSTAC analysis as a marketing plan to present the Situation analysis, Where are we now?; the Objectives, Where do we want to get the Strategy, How are we going to get there?; Tactics, How are we going to get there?; Actions, Who is going to do what and when?; Control, How can we control, measure and develop the process? [...]

[...] South Korea has a high GDP per habitant, many companies, as well as an educated market in high technologies which will allow Dyson to attain its goals. Timed After six months, Dyson should have done lot of emailing, prospection and trade fairs in order to be known in the market. 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 Dyson hand dryer is a high-end product due to its quality, innovation and uniqueness. Marketing mix Product The Dyson Airblade™ hand dryer works in just 10 seconds - scraping water from hands like a windscreen wiper. It's the fastest hand dryer - and it purifies the air before blowing it onto hands, so it's also hygienic. Other hand dryers require users to attend to the process for more than double that time. This has often proved too long for many users who are prone to abandon the process half way through - with resulting damp hands. [...]