Export potential of OTOP products : case study of thai silk products

Abstract

Local products in Thailand have major problems about how to effectively penetrate the domestic and global markets. This thesis try to conceptualize the idea that “Demand Side” force from customers is the compliment to “Supply Side” from producers to make a good product for selling in global markets, by using OTOP products framework as a mediating factor. The model village, Noanjig village in Surin province is the case study to prove this concept. The research’s critical point is that there is linkage between the Supply Side, the Demand Side and the OTOP products framework proposing by the hypothesis model. The analysis results in the model village confirm the linkage exists and prove the hypothesis model. Cluster performance analysis and Diamond Model provides strengths factor to combine with opportunity to complete SWOT Analysis, Next these results are deployed in the process of Goal Formulation to further formulate the strategy, Differentiation Strategy, which is finally compatible with the National OTOP framework. The conclusion of this thesis also points out the important facts that although The National OTOP framework is the answer for local products to become exportable. the producers should develop their product quality and design to compete in global levels and government has to continue to support marketing sections and financial assistant.