Abstract
Recently, interest in K-Food has been increasing in Indonesia due to the Hallyu craze. In addition, Indonesia is emerging as an important overseas market for Korean food companies due to the continued growth of the food industry. Therefore, this study derived a marketing strategy to strengthen the market competitiveness of K-Food in Indonesia using the SWOT-AHP analysis method. As a result of deriving strategic priorities based on the importance of all factors, the most important strategy was the WO strategy. This strategy takes into account the lack of K-Food’s unique brand image(W4) and the high interest in Hallyu and K-Food(O1) at the same time. This strategy requires a way to actively utilize K-Food’s market opportunities triggered by high interest in the Hallyu and to provide pride and fun to consumers who want to enjoy the unique taste and cultural value of K-Food. This study is expected to help prepare marketing strategies to strengthen K-Food’s competitiveness in the Indonesian market and improve the performance of Korean food companies. In addition, it is expected to contribute to the spread of international marketing research related to the strengthening of K-Food’s competitiveness in the Indonesian market.
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