Abstract
The purpose of this paper is to examine the regional characteristics of pork production area in Kagoshima Prefecture through analyzing branding strategy of“ Black Hog”. Hog industry in Kagoshima Prefecture remarkably developed from the 1970 s to the 1980 s, and Kagoshima Prefecture grew the biggest pork production area in Japan. In this process, production groups that integrated feed mills, slaughterhouses, meat packing plants and farms were formed. However, from the 1990 s onward, Black Hog productions immediately increase owing to branding strategy. In this situation, branding strategy of Black Hog was promoted by not only each production group but a formal organization, the“ Association of Black Hog Producers in Kagoshima”. Through the branding strategy, this association functioned adequately as the executive organization of pork production area in Kagoshima. The pork production area grew in Kagoshima Prefecture owing to the intention of organization by mass productions or cost reduction. In addition, the pork production area has been sustainable in management, because the strong organization in production groups and production area has successfully introduced branding strategy.
