This study is aimed to establish priority and marketing strategy to extend export of traditional Korean food, Myungranjeot (salted Pollack roe) and ultimately to contribute to our national economic and salted fish industry growth by increasing export to Japan.
This paper showed origin of salted fish industry and analyzed its industrial environment with more details for domestic market situation of salted Pollack roe. Further to that status and improvement of Japanese salted Pollack roe industry were analyzed.
From the above and by studying success stories of salted Pollack roe in Japan, I analyzed export environment of salted Pollack roe. In line with, I sought ways to secure competitiveness in domestic market and established marketing strategies to increase export to Japan by understanding optimum point of product differentiation, distribution, price, promotional activities of salted Pollack roe industry.
The roles of companies will be stable supply of raw and subsidiary materials, development of various products and new package design that meet customers' preference and standardization of those products. We should consider the process of differentiation and brand of the products in the market - develop localization strategies to connect local distributors by establishing strategic alliance or capital investment and creating aggressive sales strategies.
The roles of the government or public organizations will be construction of export network system to supply various and correct information of Japanese market, investment to export expert foster institution to training human resources, set conditions to support exporting companies by funding or giving tax benefits and unifying statistics about this salted fish industry so that it can be shared with anyone who wants information.
Lastly, Korea and Japan have been having many conflicting opinions in history but, in trading and dietary life aspect, we have many things in common. So, if we consider the Japanese market as same economic region and invest or target the market, I'm sure we can definitely increase our market share in Japan.