The Direction of New Processing and Distribution Styles in the Uwa Sea Region

Abstract

This paper focuses on a company (“Company A”) that is trying to build a new processing and distribution system in the Uwa Sea region. It analyzes the market fit of “Company A” with respect to the market for cultured fish and strategies to increase the value of cultured fish. Local seafood distributors have contributed to the development of aquaculture in the Uwa region; however, in recent years, the speculative system of local seafood distributors and management of farmers has deteriorated. Given these circumstances, Company A seeks to achieve relationship marketing that connects the region and consumption areas. In addition, we confirmed that company A realized the postponement distribution system of “Orange Fish” works. This study revealed that to build a distribution system adapted to consumer needs, Company A connected the farmers and the actual demander by developing a new product in collaboration.