Presentation file from International Marine Design Seminar 2011 in Busan, South Korea

1. 2011.10.28
H.S.Lee, J.H.Lee, Y.S.OH
Korea Maritime University

2.  Marine Leisure Equipment Industry
 Marine Leisure Equipments Design
 Results of Survey Research
 Vision & Strategies for Marine Leisure
Equipment Industry & Design
Competitiveness of Busan

3. motor boat yacht personal Rubber boat Row boat
water craft
hovercraft Rowing kayak canoe Submerged
scooter
water ski parasail water sleigh Water cycle surf board

4. US Ned. Italy Germ. Aust. Norway
2003 1,100 746 680 438 390 90
Boat
company
2008 1,100 1,000 - 410 396 70
2003 16.7 64 68 184 31 7
Person
/boat
2008 19 31 97 186 28 6
source: ICOMIA, 2009.

5. Incheon/ Chungnam/ Ulsan/ Gangwon/
Busan Gyongnam Total
Gyonggi Jeolla Gyongbuk Jeju
Small
15 20 5 7(14) 2 2 65
Shipbuilding
Machinery 108 43 19 14 9 2 195
Sub-Total 123 63 24 35 11 4 260
Share(%) 47.3 24.2 9.3 13.5 4.2 1.5 100
Source: RIMS, 2010

6. 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

7. US EU Japan Korea
General Yacht,
Luxury Cruise, Luxury Cruise, Motor Boat,
Main Products Fishing Boat, jet
Dinghy Yacht General Yacht RIB
Ski
Development
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 Brand
Source: BDI, 2009.

8. 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

9. S W
Internal 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

10. Marine Leisure Equipments Design
Art(Qualitative) Technology(Quantitative)
 Design Process
Customer Needs
Mission & Functional Concept
Specification of Exterior & Interior
General Arrangement & Modification
Engine Selection, Hull Figuration

11. Design Factors Characteristics
Sporty shape Aggressive looks, wild life, intensive color
Functionality Solidity, restfulness, stability
Images of water Flexibility, flamboyancy, exclusivity
Hydraulic formativeness Fluidity, dynamic, speedy
state-of-the-art High-tech electronic, graphic, glossy material

12.  Awareness to Design
Survey research on 28 marine leisure companies
measured by 5-points Lickertis scale
Positive 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!!

13.  Role of Design
Survey research on 28 marine leisure companies
multiple 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 !!

14.  Design competitiveness of Korean companies
Survey research on 28 marine leisure companies
free 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

15.  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

16.  Political demands of industry
Survey research on 29 marine leisure companies
multiple selection in 7 alternatives and free statements
3.00 3.50 4.00 4.50
Human resource development
MLE company nurturing
Academic industrial link
Product development support
Marine leisure event
Joint brand launch

17. 1
Vision
2 - East Asian Perspectives from Korea
Strategy - Combination of Marine Engineering & Design
- Political Support on Selection & Concentration
3
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

18. 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 resource
Second •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

19. 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 for
Academic industrial linkage
Regional industry
MLE design company Boat shows connecting South-
nurturing east Korea
Joint brand launch for local Establishment of Marine
industry Design Research Center