Setting up a Strategic to Enhance Competitiveness for Thai OTOP Products

Abstract

The research for setting up a strategic to enhance competitiveness for Thai OTOP products. The aim of the research are as follow: 1) To study the plus point, the minus point, risks and success for Thai OTOP products.2) To set up a strategy to enhance competitiveness in Thai OTOP products.The people used in this research are some 15 personal that have direct link with the Thai OTOP product management team, by using intense interview (In-depth Interview Qualitative Research). This research can conclude the result found that 1) Protective Strategy (SO Strategy) is to create an understanding of the history of the product and link it has towards its uses and to promote the OTOP product producers to make products with its own distinction and to participate in the exhibition with the government agencies continuously. 2) Preventive strategy (ST Strategy) is communication, to let consumer know the expertise of the manufacturer, to be able to cater to a specific consumer group, attracting high paying and financially sound people and to develop new product in order to make a difference from the competitors. 3) Solutions Strategy (WT Strategy) is production planning according to the popularity of modern consumers and sufficient income flow for the members. Improve new generation labor skills to make them more skilled and capable of producing products matching with the trends, to cater to the new generation customers demand. 4) Reactive strategy (WT Strategy) is, the manufacturer has to stop manufacturing products that are creating losses. Hiring part time workers or using technologies to help production in periods of high demands to be cost effective.