Japanese sake brewery has been declining due to the rapid life style change since 1980s, and the sake breweries of Kanagawa prefecture have been selected by 13 companies currently. This study focus on the present condition and the future prospects of these sake breweries especially in terms of the marketing strategy using 4P and 4C analysis based on the sake breweries and consumers questionnaires, and investigate how sake breweries in Kanagawa might be improved under recent lifestyle changes. In the current situation, 70 % of the total production have been shipped inside the prefecture, while the brand recognitions of the local consumers were only one third of the total. I then conclude with enthusiasm that these sake breweries should perform the product development and sales campaign in con
