Development Strategies to Enhance the Potential of OTOP Products in the Global Market

Abstract

This study explores development strategies at enhancing the potential of One Tambon One Product (OTOP) products for integration into the global market. OTOP, a community-based initiative in Thailand, has the potential to boost local economies by promoting unique, culturally significant products internationally. However, the transition from local markets to the global stage requires strategic development, including product quality improvement, branding, and market diversification. The research employs a mixed-methods approach, incorporating both qualitative and quantitative data analysis. Interviews, focus groups, and surveys were conducted with OTOP producers, consumers, and industry experts to identify key challenges and opportunities for global market integration. Additionally, case studies of successful OTOP initiatives from other regions were analyzed to inform model development. The findings suggest that enhancing OTOP products for global markets involves improving digital marketing capabilities, fostering international partnerships, adopting sustainable production practices, and leveraging the uniqueness of Thai cultural heritage. The study presents a comprehensive framework for policy recommendations and strategic actions to strengthen OTOP products' competitiveness on the global stage, offering valuable insights for local producers, government bodies, and other stakeholders.