Boosting Competitiveness of OTOP Baan Hattasilp Cloth Products in Pathum Thani Province through Digital Transformation
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Abstract
One Tambon One Product (OTOP) Baan Hattasilp, located in Khlong Luang District, Pathum Thani Province of Thailand, is a manufacturer specializing in art paintings on fabrics for women's apparel and clothing. The products showcase unique patterns representing Pathum Thani province. To enhance its competitiveness, the OTOP Baan Hattasilp entrepreneur aimed to establish a digital business that incorporates innovation, contemporary technology, and develops distribution channels and online marketing strategies. This research involved four main steps: 1) problem study, planning, and business model creation; 2) establishment of digital business channels and online marketing promotions; 3) training the entrepreneur in utilizing social media technology as a sales and marketing tool; and 4) testing the digital business operations and online marketing strategies. The results demonstrated that, with an increase in total costs of 30 USD per month, the average monthly sales increased to 747 USD, and the net average profit increased by 717 USD per month. Furthermore, OTOP Baan Hattasilp participated in the One Tambon One Thai Product selection project in 2022, and their women's clothing products received a 4-star certification for community product standards. This study showcases how the implementation of digital business practices and online marketing strategies positively impacted OTOP Baan Hattasilp. The findings contribute to the improvement of digital business skills among entrepreneurs by providing insights into business planning, digital advertising, and sales promotion campaigns.
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