The purpose of this paper is to suggest an export strategy of seaweed products from Korea to Vietnam by analyzing the actual condition of seaweed products consumption in Vietnam.
It is a well-known fact that Vietnam is an important market as developing country which is called Post-China. Vietnam ranked as 4th in total exports and also ranked as 5th in the amount of seafoods export regarding Korean trading. This paper focused on the seaweed products exportation because the sector has been growing at impressive pace despite a little amount of the export at this moment.
Nowadays, Vietnam people are considered health benefit of food when they buy some ingredients. Then, they are tend to prefer high quality products which are expensive. For this reason, Korea is expected to increase the exportation of seaweed products to Vietnam.
It is necessary to figure out the characteristic of seaweed consumption in Vietnam to build up an export strategy. This paper seeks to address the following questions: how often buy, where usually go to buy, the purpose of purchase, etc. It is related to analyze an actual condition of seaweed consumption.
To analyze the actual condition of seaweed products consumption in Vietnam, SPSS was used for frequency and crossover analysis.
According to the survey by Vietnam people who lives in Hanoi and Ho chi minh city, it has been found that Vietnam people are usually go to big supermarket to buy seaweed products once a month. Then, it has been figured out characteristic of seaweed consumption in Vietnam.
First of all, Vietnam people have a high preference for seaweed products such as a Kimbap gim and salty gim. Secondly, Vietnam people are tend to highly consider the seaweed products of origin country due to they prefer imported products. Third, Vietnam people think that sea-mustard is the healthiest seafood product. Fourth, younger generations are lead to consume seaweed products because of the SNS and the internet. Fifth, there are differences in gender gap and incomes gap when they consider to buy seaweed products.
In conclusion, according to the characteristic of seaweed consumption in Vietnam, first of all, Korea should develop different varieties of seaweed products in regards to the Vietnam demands, especially on dried gim. Secondly, Korea should do marketing promotion as a cooking contest and buy one get one free promotion in the big supermarket in order to increase export to Vietnam.