The Competitive Power of Domestic Seafood in a Globalized Japanese Market

A Case of Japanese Wakame

Abstract

The retail price of domestic wakame in Japan reached its highest ratio to the price of the imported wakame brand with the largest market share. Imported wakame, mostly processed “cut-wakame”, meets Japanese culinary requirements, but the domestic wakame retains a high price. If it didn’t, the main Japanese villages that produce it might experience difficulties.

The purpose of this study was to analyze the competitive power that maintains the high retail price of domestic wakame. The results of a sensory evaluation, questionnaires for consumers and volume sellers, and merchandise analysis showed that a Japanese brand name is the most important factor maintaining the strong competition of the domestic wakame. Consumers have bought domestic wakame for a long time and are familiar with it. This history gives domestic wakame brand equity and competitive power.