factors with significant implications for them, as well as other external factors influencing the entry mode and queries that might come up after entering the Korean market, then the plan of action can be shaped and the appropriate strategies in terms of product, price, place and promotion formulated. Relative pros and cons of any of the strategies that have to be taken into consideration have been broadly discussed in this paper. Taking into account all the aspects debated, IPhone’s launch in South Korea will be profitable and successful when :
• Apple adapts iPhone to local market condition and customer wants to a certain
amount, and introduces an advanced version of its product,
• chooses a geocentric pricing approach while penetrating the market with lower prices
compared to competitors in the short term,
• promotes the iPhone through PR before launching, and through an adapted TV
campaign at the time of launch while emphasizing on the product’s performance and
design,
• distributing the iPhone through two to three selected local phone carriers.
To which extend the iPhone’s entry into the South Korean market has been successful can be monitored by regular control of output, like profits, sales figures and expenditures as well as by behavioural controls.