The Business Achievement Factors of Five Star OTOP Product Champion (OPC) Entrepreneur within Chiangmai Province : Case Study at Sansai District

The Research “The Business Achievement Factors of Five Star OTOP Product Champion (OPC) Entrepreneur within Chiangmai Province : Case Sansai District” was conducted 1) To study the operation of entrepreneur of 5 Star and 4 Star OTOP Product Champion (OPC) in Sansai district, Chiangmai province, 2) To study the problems in the operation of entrepreneur of 5 Star and 4 Star OTOP Product Champion (OPC) in Sansai district, Chiangmai province and, 3) To guide the transfer of a business plan to the others OTOP entrepreneurs. The sample are thirteen of entrepreneurs of 5 Star and 4 Star OTOP Product Champion (OPC) in Sansai district, Chiangmai province which be considered and selected by the Director of the Committee of OTOP of the year 2009 , then the data was quality analyzed and the reported in the descriptive analysis.
In terms of management, the study showed that all entrepreneurs had planning, implementing and reviewing, they had their organization charts, both of formal and informal communicated, informal ordered, they had a social welfare and operating controlled. In terms of human resource management, all entrepreneurs were selected the members by region and experience, informal knowledge, paid by daily monthly and pieces of work, all of firms were evaluated of the performance, and the owner or chairman eliminated the conflict by themselves. In terms of production, all entrepreneurs had production planning, production site, most of the raw material were from Chiangmai province and closeness area by the owner or chairman selected ,and paid by cash or credit. They ordered the material in a weekly, monthly and yearly, All of the finished products would be verified. and the equipments were repaired when repair or maintenance were needed.
With regard of finance and accounting, the study found that all entrepreneurs prepare a balance sheet, income statement, statement of retained earning and household account. Investment funds were usually the owner’s budget or members. The entrepreneurs allocated profit for their operation development and returned the profit to stock holders. For marketing, the primary target were Thai and foreign tourists, the secondary target were people in the area. All firms got a 4 and 5 Star OTOP Product Champion (OPC), the pricing were used cost plus setting, there were multiple channel and were used the variety of integrated marketing communications.
In terms of problems, In problems perspectives which ranked by the firms score, the most was the violence political that have affected the purchasing amounts 11 firms (84.6 %) , high production cost and economic crisis were affected with decreased sales volumes amounts 10 firms (77.0 %) as followed. In business perspectives found that the most was The Noodles and Curry Community Enterprise held 17 problems of 39 problems, the follower was The Ton Chan Economics Group held 15 problems of 39 problems respectively.

The Marketing Strategies of One Tambon One Product Sansai Luang

Dr.Supathanish Termsnguanwong, Payap University
Tel +66 83-7649869 mail : supathanish_t@hotmail.com

Abstract

The study was conducted primarily to study the circumstance , marketing strategies and problems of OTOP SansaiLuang Municipality, Chiangmai province. The study was conducted on 6 groups 15 products, 1) 5 cases of food producers, 2) 1 case of beverage producer, 3) 1 case of apparel manufacturer, 4) 2 cases of utensils and decorations items manufacturers, 5) 5 cases of arts and souvenir manufacturers, and 6) 1 case of herb product manufacturer.
Research Findings, In terms of management, the study showed that most of entrepreneurs had their organization charts, divided jobs and responsibilities. For production, the study showed that most of entrepreneurs supplied to the demand of the customers ,they were chosen regarding its closeness to labor and raw materials supply areas as Chiangmai province, and the finished products would be inspected 100 % before selling. With regard to human resource management, the selection was mostly based on community and internal training by the head of group.
With regard to finance and accounting, the study found that most of entrepreneurs used their own investment and recorded accounting sheet such as balance sheet, and income statement preparation. The government supported, the study found that a few entrepreneurs were supported in terms of labor training by the labor developing department.
The product strategies were found that they were focused on the product quality and identity. The price strategies were focused on the reasonable price ( suitable for the product quality and image) and markup on cost price setting .The place strategies were focused on the proper location, the transportation, safety, and right time. The promotion strategies focused on IMCs tools but were selected in some cases of product.
The Product’s problems were lacked of the governments’ support ,direct marketing and internet knowledge , incorrect advertising to customer and unattractive price setting respectively. To sum up, all of the entrepreneurs were concentrated to product strategy could be the best strategy for selling.