Strategy Management the of ODOP Pottery Product Arthenware, Muang Nong Bok Didtrict, Khommoiane Province, Lao People’s Democratic Republic DOI:

Abstract

          This objective research were to study the problem and determine strategy for upgrading ODOP pottery products in Nongbok, Khammouane Province, Lao PDR. The target group consists of 25 people, divided into 5 government sectors, 5 producers, 5 non-member producers, 5 buyers, and 5 establishments. The research tool is structured interviews. The content analysis is conducted. The research results found that :

1. Production problems include: 1) No strategic plan 2) Lack of variety of patterns 3) Inadequate storage space 4) Outdated production technology 5) Lack of continuous support from the government sector and strategies: 1) Organizing training in accounting of income and expenses 2) Designing and developing product patterns 3) Low interest rate budget 4) Building a standard production building


2. Distribution problems include: 1) Lack of a place to distribute community products 2) Booking for production for distribution is greater than the group's capacity 3) Lack of product standard control, resulting in poor quality and distribution strategies include 1) increasing distribution channels, 2) advertising and publicizing products, and 3) grouping products to organize off-site exhibitions.


3. Price problems include: 1) no standard product prices, 2) pricing that takes into account costs, 3) prices are based on agreements between buyers and manufacturers only, and 4) lack of price control. And strategies include setting product prices according to product standards.


4. Marketing problems include: 1) lack of marketing locations for distribution, 2) lack of availability for distribution due to insufficient products, 3) lack of marketing public relations, and 4) no product markings. And strategies include 1) planning marketing and creating product market networks both domestically and internationally, 2) developing online distribution channels, 3) providing marketing learning resources to promote strong community businesses, and 4) creating trademarks.


5. Government promotion processes: 1) personnel lack expertise, 2) no product development plan, 3) insufficient budget for group development, 4) supervising products to meet the criteria only, 5) lack of training and seminars. and study and observe strategies including 1) human resource potential development 2) mobile product sales covering all areas 3) creating sales locations, marketing and providing services for community product tourism and 4) promoting and supporting products aiming for 5-star standards.