Strategies to Promote the Export Competitiveness of the Laver Industry in South Korea: Focusing on the SWOT-AHP Method

Abstract

Purpose - Currently, South Korean laver is called the semiconductor of the food industry, and it has become a representative K-Food. However, these positive achievements are counterbalanced with challenges such as the deterioration of water laver productivity due to climate change and the increase in global competition for laver. In particular, the recent issue of discharge of contaminated water from Fukushima could pose a threat to the growth of the South Korean laver industry. Accordingly, this study attempted to present a development direction that could help the South Korean laver industry maintain sustainable growth and create market opportunities. Design/Methodology - This study sought to provide insights and implications that could contribute to enhancing the export competitiveness and sustainable growth of the South Korean laver industry. To conduct this study, the SWOT factors of the South Korean laver industry were derived through literature research using the latest research data. Based on this, an AHP analysis was conducted on laver industry experts to derive a SWOT matrix and present business strategies and policies. Findings - The development strategies based on the results of this study are as follows. The SO strategy was identified as the first priority. This strategy requires maximizing cost-effectiveness and quality, which are the strengths of South Korean laver, and actively seeking overseas market opportunities triggered by the high interest in Hallyu. The WO strategy was identified as the second priority. This strategy requires fostering and industrializing new varieties of laver with significant resistance and high quality, and expanding the demand for South Korean laver by actively capitalizing on the opportunities created by the popularity of Hallyu. Originality/value - Given the lack of studies on the promotion of the export competitiveness of the South Korean laver industry, this study is expected to provide the theoretical foundation for research on the development of the South Korean laver industry and contribute to the expansion of research to secure K-Food’s global competitive advantages. Additionally, the SWOT matrix proposed in this study is expected to enhance the competitiveness of South Korean laver in overseas markets.