New Business Development for a Local Agricultural Community in Miyazaki Prefecture (宮崎県における地域農業組織の新規事業開発案)

Abstract:

The focus of this research is on a small agricultural community of a rural area in Miyazaki. In order to develop the community and their products some business strategies are considered and discussed. The research object of this study is the Mimatangoma-project in Mimata-city started by the Kirishima Society. First, the current agricultural situation and problems of Miyazaki and Mimata are considered and later focus is shifted to the current situation of Mimatangoma project. The research follows with an analysis of the work of the community, its products, and marketing styles introduced by the Mimatangoma project (the brand name of Mimata’s sesame) through its web page. In the last part of this research some strategies are suggested to increase profitability and to develop even more the products and the community of the region. During the development of this study, basic economic theories like 4P (basic marketing and analyzing method) and also consumer’s point of view from model plans and study data were considered.

要旨:

この論文では宮崎でも地方の小規模な農家やその組合について研究を進めた。いくつかビジネス論を引用しながら、小規模農家を、そして彼らの生産物をどのように発展させていくことができるか、方法を提案していく。今回は三股市の霧島会によって立ち上げられた「みまたんごまプロジェクト」を研究の対象とした。まずは、宮崎県と三股市の農業の現状と課題について、次にみまたんごまプロジェクトの実情について調査。プロジェクトのウェブサイトやインタビューを通して得た情報を元にみまたんごま(ブランド名)の農家、商品、そしてマーケティングを分析し、研究を進めた。論文の後半にはいくつか学説を引用し、この地域の作物や農家をさらに盛り上げる方法を模索。研究の過程では4Pのような基礎のマーケティング分析方法やモデルケース、そしてデータも参考にした。

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