Competitive Strategy of One Tambon One Product (OTOP)
|School||Dalian University of Technology|
|Keywords||One Tambon One Product Sisaket Province souvenirs local textileproduct Cobb-Douglas function SWOT analysis|
In2001, Thai Government drives Grassroots policy. The concept of Grassroots, the social movements of the Poor. One of the policies is ONE TAMBON ONE PRODUCT: OTOP. The OTOP program encourages rural development through community-oriented activities local resources and knowledge to improve the local products’. Through this project the Thai government can be support a brand marketing strategy, and the existing CBEs paved the way for a new rural development.The early of the project souvenirs local textile has achieved rapid good development because of its distinctive regional style, easy to carry and transport characteristics, a good image of the domestic and foreign tourists for the first choice to buy. But with the rapid development of the economy and the market booming, the numbers of development issues are slowly exposed. Most of these entrepreneurs are small, weak competitiveness. And these industries lack of knowledge, innovation ability are still aspects of marketing, management and technology, these are seriously sustainable development capability of enterprises. To accomplish this they must find suitable ways for the product plan and competitive strategies.Based on the above, affects on souvenirs local textile industry. This research paper the aim is analysis competitive strategy of one tambon one product. This research considerable of the OTOP campaign in Sisaket, The northeast of Thailand. The sample size is18questionnaires which were filled completely were selected for this study. This study use self-administered questionnaires and interviews as research instruments. The statistical tool used in this study is Cobb-Douglas production function to the local textile enterprise for empirical research and then use SWOT analysis Strengths, Weaknesses, Opportunities, and ThreatsBy using Cobb-Douglas production function, it is found that the input, which are capital and labour, have statistical relationship with the quantity of local textile product. The results indicate that in the souvenirs local textile quantity production that factor of labour more flexible than factor of capital.SWOT analysis for the local textile enterprises. As a research based on a study of the actual location is the main basis of the research showed that the brand, location, resource are the strengths. The weaknesses are product, technology, market. This paper also analyzes the opportunities and challenges. According to the analysis results, we proposed a series of measures and recommendations on product innovation, employee, technical standards, quality monitoring and buying experience.