A Study on Laver Industry’s Global Export Competitiveness

In 2017, laver exports claimed the top spot previously held by tuna exports. laver is an important item that can create K-Food food culture in addition to Korean Wave of K-POP. Recently, demand for laver in countries including China, Japan, and Thailand have been steadily increasing. Despite various political situations, China has steadily increased demand for Korean laver. Thailand is contributing to the export growth of Korean laver, because of the trend of new Korean Wave mainly in laver snacks. The propose of this study is to review international marketing plan for Korean laver to have global export competitiveness. First of all, literature on laver industry is reviewed and current trends of laver industry in China, Japan and Thailand is explained. Segmentation strategy, Targeting strategy, Positioning strategy. as well as strategies for Product, Price, Place, and Promotion strategies are presented. Through the STP strategy and the 4P strategy of this study, SWOT analysis for the laver industry was conducted. Through the analysis, various ways of enhancing export competitiveness of laver industry in Korea is suggested. In particular, international marketing strategy of laver industry and future strategic measures are suggested.