NAVOTAS POLYTECHNIC COLLEGE

BangusSt., Brgy. Northbay Boulevard South, Kaunlaran Village, NavotasCity

INTERNATIONAL MARKETING RESEARCH

“Selling Dried Squid in South Korea”
“Selling Crab Paste in Hong Kong”

Submitted to:
Eliza M. Samonte, MBA

Submitted by:
GROUP 1
Aguila, Nikko O.
Bulaong, Warrel R.
Flores, Jeo P.
Gajo, Rene D.
Onayan, Romel
Paña, Raymark C.
Sevilla, Jherrick R.
Timog, Christian Noel B.
 “DRIED SQUID”

 Originated from Cebu in Philippines

 Alternative names are “Bilad, Tuyo, and Pinikas”
 Variations of this products are the “Labtingaw” and “Lamayo”
 Considered as “Poverty Food” and gained significance in Philippine culture as “Comfort
Food”
I. Reason behind choosing Seoul,South Korea

A. Promote our own Native Filipino products.

B. Korean loves to eat street foods and sea foods.
C. Many Overseas Filipino Worker are working and residing on south korea.
D. Economic state of the country.

II. Trade Barriers

A. Ministry of Food and Drug Safety

B. Ministry of Trade, Industry, and Energy

III. Short term goal and Long term goal

A. Short term goal

1. Recognize and appreciate our own native products.
2. Set monthly income.

B. Long term goal

1. Build and nurture costumer relationship.
2. Establish a distribution company, that allows distributing native Filipino
products to Korean wholesalers/retailers.

IV. Demographic and Cultural Overview

A. Demographic

1. The current population of the Republic of Korea is 51,349,459 as of

Tuesday, July 23, 2019, based on the latest United Nations estimates.
2. South Korea population is equivalent to 0.67% of the total world population.
3. South Korea ranks number 28 in the list of countries (and dependencies) by
population.
4. The population density in South Korea is 528 per Km 2 (1,368 people per mi2).
5. The total land area is 97,230 Km2 (37,541 sq. miles)
6. 81.7 % of the population is urban (41,964,410 people in 2019)
7. The median age in South Korea is 41.3 years.
 B. Cultural Overview
Ethnic Group

China 1,016,607 Myanmar 22,455

Vietnam 149,384 Russia 16,913

United States 140,222 Hong Kong 16,728

Thailand 100,860 Bangladesh 15,482

Philippines 56,980 Australia 13,870

Uzbekistan 54,490 Pakistan 12,639

Japan 51,297 Kazakhstan 11,895

Indonesia 47,606 India 10,515

Cambodia 45,832 Malaysia 9,484

Mongolia 35,206 United Kingdom 7,180

34,108 Singapore 6,709

Nepal

France 5,292
Taiwan 34,003

Sri Lanka 27,650 Kyrgyzstan 5,005

Canada 26,107

Religion
 Buddhism - 15.5% (7,619,332)
 Catholicism - 7.9% (3,890,311)
 Protestantism - 19.7% (9,675,761)
 Other Religion - 56.9% (27,498,715)
V. PEST Analysis
POLITICAL
POLITICAL
 Unicameral
 Stable
SOCIAL
 Daily care of infants is primarily
parents based for at least the first
two years with little, or no,
separation from the mother.
 Patriarchal obedience,
cooperation, respect for elders,
and familial piety are imbued into
early childhood.
 Gender specific roles are
encouraged with the family and
education system.
ECONOMIC
 South Korea changed from an
underdeveloped country, to the
11th
Largest economy globally, within
one generation.
 South Korea is heavily dependent
upon exports for its GDP; almost
half of its business is exported
through products or services.
 48% of all exports are electronic.
 31% of exports are transport
related(cars,boats,etc)
TECHNOLOGICAL
 Korea is one of the leading global
research nations
 Korea is now a globally leading
R&D power in areas of industrial
research
 Korean Government also invests
heavily in R&D and its numerous
public research institutes and
universities constantly improve
VI. MARKETING MIX ADOPTATION

Squid, Vinegar, and Salt removing the

eyes, skin, mouth, and fins using salt or
PRODUCT tap water, then marinade it to vinegar
with salt after that Sun-dry squids the
following day, this time outside out.

We are willing to sell a moderate price for

PRICE our product since our target market has a
high economic rate.

Seoul, South Korea because it is the

PLACE capital and we think that it has a lot of
potential buyers.

Social media advertising, whole sale

PROMOTION
discount

VII. POSITIONING STATEMENT

We decided to sell this product to Seoul, South Korea for consumers who love to eat
dried seafood. Our company wants to produce best-dried seafood nationwide in
South Korea.