Growth Stage Tech. field Tech. level Under- comme Un-dev. growth mature decline dev. rcialize USA 100 ○ Hull figuration Korea 50 ○ EU 100 ○ High speed engine Korea 20 ○ N.Z. 100 ○ Yacht sail Korea 20 ○ France 100 ○ FRP process Korea 50 ○ France 100 ○ Cabin design & interior Korea 40 ○ USA 100 ○ Yacht mast Korea 10 ○ Japan 100 ○ Water jet Korea 40 ○ France 100 ○ Parts & materials Korea 10 ○ USA 100 ○ Marina design Korea 30 ○ USA 100 ○hydraulic engineering Korea 60 ○Source : KORDI, 2008
US EU Japan Korea General Yacht, Luxury Cruise, Luxury Cruise, Motor Boat,Main Products Fishing Boat, jet Dinghy Yacht General Yacht RIB SkiDevelopment Maturity Maturity Maturity Progression Stage Price ~50mil.$ ~10mil.$ ~1mil.$ ~0.1mil.$ - Maker based R&D - Small Maker R&D Trend - Scale merit of major Brand - No BrandSource: BDI, 2009.
Demand Outlook Supply Capacity Finance 10 Data & Human Informat 5 Resourc ion e 0 Domesti Govern c mant Demand Support Leisure Infra Failure to market chance Dependence to Foreign Industry
S WInternal Condition External Condition - Natural advantages of location - Small domestic demand - Concentration of Marine - - Small makers of marine leisure Shipbuilding industry industry - High educational potential for - Low levels in marine leisure Marine Design related technology & design O T - Outlooks to domestic demand - Intra-national competition growth - Mechanical competitiveness of - Chinese huge market potential Japanese maker - Design competitiveness of - Cost competitiveness of Japanese maker Chinese/Taiwanese maker
Design Factors CharacteristicsSporty shape Aggressive looks, wild life, intensive colorFunctionality Solidity, restfulness, stabilityImages of water Flexibility, flamboyancy, exclusivityHydraulic formativeness Fluidity, dynamic, speedystate-of-the-art High-tech electronic, graphic, glossy material
Awareness to DesignSurvey research on 28 marine leisure companiesmeasured by 5-points Lickertis scalePositive reply Very important Important 24, 85.7% 16, 57.1% 8, 28.6% Unimportant 7.1% Very important Neutral 57.1% 7.1% Important 28.6%Awareness to MLE Design is very High!!
Role of DesignSurvey research on 28 marine leisure companiesmultiple selection in 7 alternatives and free statements Product Enhance Sales Refined Competitivenes Brand value Promotion Exterior s 22, 79% 21, 75% 18, 64% 17, 61% Roles of MLE design are various and critical !!
Design competitiveness of Korean companiesSurvey research on 28 marine leisure companiesfree assessment to the world best level 100 0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 Total Busan Other area over 10 below 10 Boats rubber products sales & repair other products MLE Design competitiveness is very low especially in sales & repair companies
Manufacture base than R&D Dependence on foreign brand & equipment Small size of industry & low productivity Shortage of marine leisure designer & related facility Absence of marine leisure design related educational base
Political demands of industrySurvey research on 29 marine leisure companiesmultiple selection in 7 alternatives and free statements 3.00 3.50 4.00 4.50Human resource development MLE company nurturing Academic industrial linkProduct development support Marine leisure event Joint brand launch
1 Vision2 - East Asian Perspectives from Korea Strategy - Combination of Marine Engineering & Design - Political Support on Selection & Concentration3 Human resource Academic MLE design Tasks development industrial linkage company nurturing Product Marine leisure Joint brand development event for demand launch for local support expansion industry
Priority Tasks Methodologies • Development of Korean style leisure boat Product development model design First support - small->medium->large - Hull & interior design Marine leisure event •Boat shows connecting South-east Korea, Busan, Ulsan & Gyonnam Human resourceSecond •Specialized educational program operation for development MLE engineering & design Academic industrial link •MLE networks for Regional industry MLE design company •Political consideration of regional government Long nurturing term •Linkage enhancement among related Local joint brand organization, BDC, RIMS, KMU, KORDI… etc
6 Tasks 6 Suggestions Product development Development of Korean style support leisure boat model design Marine leisure event for Construction of Marine leisure demand expansion design data base Human resource Specialized educational program development operation MLE design networks forAcademic industrial linkage Regional industry MLE design company Boat shows connecting South- nurturing east KoreaJoint brand launch for local Establishment of Marine industry Design Research Center