Journal of Food System Research
Online ISSN : 1884-5118
Print ISSN : 1341-0296
ISSN-L : 1341-0296
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Marketing Strategic Problem for Exporting Agricultural Products
From the Point of View of Branding Strategy
Masahiro MORITAKA
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JOURNAL FREE ACCESS

2016 Volume 23 Issue 2 Pages 98-112

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Abstract

Facing the decreasing trend of domestic food demand and also the share of domestic products, market penetration to abroad is one of the urgent strategies for domestic agricultural producers. This study firstly examines the possibilities of it with checking the fruits of EPA and TPP negotiations briefly. Secondly, it is revealed that branding and promotion strategies become structural problems among individual producing area brands and All- Japan brand as an umbrella brand. To show the criteria of selecting a branding strategy, strategic choice of advertise and promotion by umbrella brand and each area brands in sequential game is examined. And the criteria is explained mainly by the signs of advertise and promotion's spillover effect and strategic effect.

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© 2016 The Food System Research Association of Japan
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