Abstract
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.
