Distribution and Sales Strategy Considering the Connection with the Market:

A Case Study of the Nandan Fisheries Cooperative Association in Minami-Awaji City, Hyogo Prefecture

Abstract

At the Nandan Fishery Cooperative, located in Minami-Awaji City, Hyogo Prefecture, after the bankruptcy of a once central fishing company (S Suisan) in 2012, the fisheries cooperative association was forced to secure a new shipping destination, fearing a drop in fish prices. After the new shipping system by the fishery cooperative association started, the fishermen voluntarily started “greeting to shipping partner and business partner” and “trying not to catch small products”. The case study of the shipping system implemented by this cooperative association, the subsequent change in fishermen's awareness, and some problems faced during the operational phase provides a point of discussion for the consideration of distribution and sales strategies that have become increasingly active in recent years.