Guidelines for creating competitive advantage for OTOP product entrepreneurs in Ratchaburi Province

Abstract

ABSTRACT

          This research "Guidelines for Creating Competitive Advantage for OTOP Entrepreneurs in Ratchaburi Province" aims to 1) study the factors affecting the competitive advantage of OTOP entrepreneurs in Ratchaburi Province, and 2) examine the methods for enhancing the quality standards of OTOP products in Ratchaburi Province. This is qualitative research that employs in-depth interviews with 27 participants, including 10 OTOP entrepreneurs in Ratchaburi Province, and 17 executives of the OTOP network and heads of government agencies under the Ratchaburi Provincial Community Development Office. Key informants were selected through purposive sampling. The data were analyzed by drawing conclusions and verified through triangulation.

          The research findings indicate that the factors influencing the competitive advantage of OTOP products in Ratchaburi Province include: (1) focusing on market competition by creating product differentiation and efficient management processes, (2) reducing costs and adopting new technologies to enhance competitive efficiency, (3) developing product quality to meet the demands of the international market as a primary objective, and (4) training employees in foreign language skills for international sales and promoting repeat business. The guidelines for enhancing the quality standards of OTOP products in Ratchaburi Province are: (1) discovering new methods of production or services to meet customer needs and expand new market segments by utilizing locally sourced or nearby low-cost materials, (2) implementing innovative knowledge management to make the brand recognizable, designing modern products that meet customer demands, and (3) emphasizing internal processes, managing production with low costs, and promoting efficient product sales.

Keywords: Guidelines, competitive advantage, OTOP product entrepreneurs